Food Marketing International Food Marketing International SpecialtyFoodResource.com...

WWW.SPECIALTYFOODRESOURCE.COMWWW.SPECIALTYFOODRESOURCE.COM

Food Marketing Food Marketing InternationalInternational

SpecialtyFoodResource.coSpecialtyFoodResource.comm

http://www.specialtyfoodresource.com/

http://www.specialtyfoodresource.com/


Barefoot Contessa Pantry

Lemon Curd Outstanding Jam, Preserve, Honey, or Nut Butter


WHY ARE YOU HERE?WHY ARE YOU HERE?

DISCUSSION POINTSDISCUSSION POINTS- The Industry ~ product vs customer focus

- Trends- Product Potential

- Positioning- Packaging

- The Internet- Direct Mail

- Public Relations

WWW.SPECIALTYFOODRESOURCE.COM

Specialty Food Specialty Food MarketingMarketing

CRITICAL POINTS TO CRITICAL POINTS TO CONSIDERCONSIDER

Are you ready to be an Are you ready to be an entrepreneur?entrepreneur?

Strategic PlanningStrategic Planning


DEFINING THE TERRITORY

• Food producer/processor•Entrepreneur• Food broker

• Specialty food distributor• Wholesaler• Customer• Consumer



Baking Mixes, Supplies and Flours: Gourmet, ethnic and natural brands. Natural: Bob’s Red Mill, Sunspire. Specialty: Ghirardelli, King

Arthur.Beans, Grains and Rice: Gourmet and ethnic; includes rice mixes and

couscous. Natural: Lundberg, Ancient Harvest, Arrowhead Mills. Specialty: Riceselect, Goya, Nishiki.

Bread and Baked Goods: Artisan, primarily fresh, frozen is included. Natural: Rudi’s Organic, Food For Life, French Meadow. Specialty: Masada

Bakery, Just Desserts, Tumaro’s.Candy and Individual Snacks: Gourmet, ethnic; includes jerky items. Natural: Green and Black, Endangered Species, Dagoba. Specialty: Lake

Champlain, Lindt, Divine.Carbonated, Functional and RTD Tea/Coffee Beverages: Gourmet,

ethnic and natural sodas; sparkling juice drinks from traditional water companies, sparkling non-alcoholic juices or celebration drinks. Natural: GT Kombucha, Izze, Tazo Tea. Specialty: Boylan Natural, San Pellegrino,

Orangina.

NASFT DEFINITIONSNASFT DEFINITIONS

PRIMARY MARKETS

-

1 – NEW Y ORK 15 - MINNEAPOLIS-ST. PAUL

29 - HARTFORD

2 - LOS ANGELES 16 – SAN DIEGO 30 - NEW ORLEANS

3 – CHICAGO 17 - DENVER 31 - SACRAMENTO

4 - SAN FRANCISCO 18 - BALTIMORE 32 - COLUMB US

5 – DETROIT 19 - ATLANTA 33 - INDIANAPOLIS

6 - WASHINGTON, DC 20 - PHITTSBURGH 34 - OKLAHOMA CITY

7 – PHILADELPHIA 21 - ST. LOUIS 35 - SAN ANTONIO

8 – HOUSTON 22 - MILWAUKEE 36 – SALAT LAKE CITY

9 – BOSTON 23 - PORTLAND 37 – CHRLOTTE

10 - MIAMI/FORT LAUDERDALE

24 - KANSAS CITY 38 – ALLENTOWN/ BETHLEHEM

11 - DALLAS/FORT 25 - / SAN BERNADINO 39 – BUFFALO

12 - SEATTLE-TACOMA 26 - CINCINNATI 40 - WEST PALM BEACH

13 – PHOENIX 27 - HONOLULU

14 - CLEVELAND/AKRON 28 - TAMPA/ST. TAMPA/ ST. PETERSBURG

MARKET RESEARCH• Major participants

• Prospects for a product such as yours• Technical and production

requirements• Regulatory influence (food and drug

laws)• Competitive situation

• Industry advertising and promotion methods


TRENDS (OR FADS?)SOY PROTEIN

PRUNES TO DRIED PLUMS

ORGANIC FROZEN MEATS

STEAK WITH BACTERIAL ANALYSES

ORGANIC BEER

VITAMIN WATER

CHICKEN SAUSAGE ON A STICK

CHOCOLATE WITH TRACE ELEMENTS AND VITAMINS

CARROT AND POTATO-COLORED CHIPS

WINTER TEA

CANNED HUNGARIAN GOULASH

CHEESE MATURED IN EARTHENWARE JARS WITH TUSCAN WINE

VINTAGE OLIVE OIL

SMOKED SALMON WITH BLACK TRUFFLES

COOKED, PEELED CHESTNUTS

APPLES SUITED TO CHILDREN’S MOUTHS AND HANDS


INGREDIENT OF THE YEAR: WHOLE GRAINSINGREDIENT OF THE YEAR: WHOLE GRAINS

PACKAGE OF THE YEAR: TETRA RECARTPACKAGE OF THE YEAR: TETRA RECART

SCENT OF THE YEAR: LAVENDERSCENT OF THE YEAR: LAVENDER

FLAVOR OF THE YEAR: SWEET AND SPICYFLAVOR OF THE YEAR: SWEET AND SPICY

CUISINE OF THE YEAR: MEDITERRANEANCUISINE OF THE YEAR: MEDITERRANEAN

Mintel Releases 2008 Trend Mintel Releases 2008 Trend PredictionsPredictions


PRODUCT POTENTIAL

MOST:

- APPETIZERS- CANDY- FRUIT- EXOTIC MUSHROOMS- NUTS- GOAT CHEESE- VEGETABLES- SAUCES/SEASONINGS

LEAST:

- SOUPS- SYRUPS- DESSERT TOPPINGS- JAMS/JELLIES- RICE- ALCOHOLIC BEVERAGES


TEN MINUTE BREAKTEN MINUTE BREAK

PACKAGING CONSIDERATIONS

• Competition• Product Type

• Stock vs Special Order• Special Handling (label type, etc.)

• Co-packer Availability• Conform with Regulations• Size = Consumer Demand

• Outer Container



LABELING ISSUESLABELING ISSUES

- - FDAFDA- Ingredient Statements- Ingredient Statements- Nutrition Statements- Nutrition Statements

POSITION YOUR POSITION YOUR PRODUCTPRODUCT

BYBYDIFFERENTIATING IT DIFFERENTIATING IT (Pliskin’s Phables)(Pliskin’s Phables)



Big Bark Bakery

Mega Bite Peanut Treat Outstanding Pet Product

PRICING FLOW

Price to consumer $6.25Less 40% X 60Equals cost to retailer $3.75Price to retailer $3.75Less 25% X 75Equals cost to distributor $2.81Price to distributor $2.81Less 20% X 80

Equals your exwarehouse cost $2.25


PRICING (con’t)Competitors Product Your Product

1. Price to consumer $_________ _________2. Less 40% x 60% x 60%(Retailer profit margin)3. Equals cost to retailer $_________ _________4. Price to retailer $_________ _________(Same as 3)5. Less 25% x 75% x 75%(Distributor profit margin)6. Equals cost to distributor $_________ _________7. Price to distributor $_________ _________(same as 6)8. Less 20% x 80% x 80%(Your profit margin)9. Equals exwarehouse cost $_________ _________

PROMOTION AND PUBLIC RELATIONS

•Advertising

•Trade Shows

•In-store Demonstrations (Demos)

•Tie-ins

•Deals



PRESS KITS AND TRADE JOURNALS

YOUR ELEVATOR YOUR ELEVATOR SPEECHSPEECH


A "hook" –

GET THE LISTENER'S ATTENTION GET THE LISTENER'S ATTENTION WITH A "HOOK." WITH A "HOOK."

A STATEMENT OR QUESTION THAT A STATEMENT OR QUESTION THAT PIQUES THEIR INTEREST TO WANT PIQUES THEIR INTEREST TO WANT

TO HEAR MORE.TO HEAR MORE.


NO LONGER THAN 60 SECONDSNO LONGER THAN 60 SECONDS

About 150-225 words –About 150-225 words –


BUYERS EXPECT ENERGY AND BUYERS EXPECT ENERGY AND DEDICATION FROM FOOD DEDICATION FROM FOOD

ENTREPRENEURS. ENTREPRENEURS.

PASSIONPASSION


ASK FOR SOMETHING. ASK FOR SOMETHING. DO YOU WANT THEIR BUSINESS CARD TO DO YOU WANT THEIR BUSINESS CARD TO

SCHEDULE A FULL PRESENTATION? SCHEDULE A FULL PRESENTATION?

A REQUESTA REQUEST


MY ELEVATOR SPEECH:MY ELEVATOR SPEECH:

-- I manage an online place that holds the I manage an online place that holds the secrets to successful specialty food marketing.secrets to successful specialty food marketing.

- Where thousands of specialty food - Where thousands of specialty food entrepreneurs find all they need to know. entrepreneurs find all they need to know.

- It is an Internet web site called: - It is an Internet web site called: SpecialtyFoodResource.com. SpecialtyFoodResource.com.

- It includes extensive resource listings, a - It includes extensive resource listings, a discussion forum, and past copies of the online discussion forum, and past copies of the online

“Food Entrepreneur eZine.” And, it offers “Food Entrepreneur eZine.” And, it offers vendors and suppliers such as you a great vendors and suppliers such as you a great

chance to purchase sponsorship and put their chance to purchase sponsorship and put their wares in front of all of thousands of food wares in front of all of thousands of food

entrepreneurs. entrepreneurs. - May I include you as a upcoming sponsor- May I include you as a upcoming sponsor? ?


THE INTERNETTHE INTERNET$1 Billion (plus) online grocery sales

What to do:

- Provide personalized customer service- Satisfaction guarantees- Make your site informative and fun- Offer easy, safe ordering options- Provide hotlinks to related sites

In other words, do what you do now.WWW.SPECIALTYFOODRESOURCE.COM


INTERNET SALESINTERNET SALES

61.1

38.8

74.1

25.9

0

10

20

30

40

50

60

70

80

2007 2008

YES

NO

DISTRIBUTIONProcessor/Importer using mail order/Internet to Consumer

Processor/Importer to Retailer to Consumer

Processor/Importer using Broker to Retailer

Processor/Importer to Distributor to Retailer to Consumer

Processor/Importer using Broker to Distributor to Retailer to Consumer

Processor/Importer using Broker to Distributor using Broker to Retailerto Consumer

CONFUSED? I KNOW I AM….


SummarySummary

Review discussion pointsReview discussion points Request feedback Request feedback Where to get more informationWhere to get more information


Where to get more Where to get more informationinformation NASFT, NASFT, 120 Wall Street, 27th Floor, New York, NY 120 Wall Street, 27th Floor, New York, NY

10005-4001, 212/482-6440 or 800/627-3869 (Outside 10005-4001, 212/482-6440 or 800/627-3869 (Outside

NYNY)) Trade ShowsTrade Shows RetailersRetailers Trade Journals – Trade Journals – Food Entrepreneur eZineFood Entrepreneur eZine

Other Specialty Food ProcessorsOther Specialty Food Processors Me - Me - 480/778-0640; email: 480/778-0640; email:

[email protected]@specialtyfoodresource.com



Food Entrepreneur eZineBy Food Entrepreneurs For Food Entrepreneurs

Volume 33 - September 2008


“GOURMET” FOODSALES REACH$41 BILLION AT RETAIL IN 2008!70% of which were made in Supermarkets.Packaged Facts, New York


“The gourmet market business is better suited to an entrepreneurial style than to ownership bya large chain operation.” CBRL Group Chairman Don Evans


SPECIAL OFFERSPECIAL OFFERFORFOR

FOR ALL ATTENDEESFOR ALL ATTENDEESAT THIS WORKSHOPAT THIS WORKSHOP

Food Marketing International Food Marketing International SpecialtyFoodResource.com...

Documents

Transcript of Food Marketing International Food Marketing International SpecialtyFoodResource.com...