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Seeing the invisible

Cutlery can make or break a meal service. Dutch specialist Sola believes the brand behind the product can make the difference. Julie Baxter discovers why

Some touchpoints across the travel experience are taken for granted and rarely given much of a second thought.

Take cutlery for example. It's a highly specialist product for the onboard market with requirements in design, manufacture and daily delivery that differ from almost all other loaded products. Yet it is a somewhat invisible product rarely noted except when it is missing. The meal it supports is the star, cutlery the mere supporting cast, but without it the meal's a disaster!

Much thought goes into its delivery though. Almost every product the Dutch cutlery specialist Sola supplies to its 80 customers is custom-made, and in many cases the cutlery actively supports the onboard experience and client’s brand. Yet the traditions, skills and scientific specialisms behind that delivery remain largely invisible.

Brand identity

As it emerges from the pandemic downturn, Sola is among businesses working to address this invisibility a little with a strong new brand identity and a determination to build on nearly 100 years of innovation. The business has been bringing its products to the tables of the world’s best hotels and restaurants, travel and retail sectors since 1922. It developed a dedicated travel sector over many years and the rebrand now tightens onboard links with the core business and aims to better reflect the combined strengths, stature and reputation of the company as a whole. There is a new unifying logo, brand image and website too.

Going for growth

The team has expanded too with Bernd Koperdraad joining to support European and African clients. Hans Engels, export manager airline and railway for Europe, Canada & Americas, says: “Quality cutlery really adds to the passenger experience. We all know the difference it can make to a dining experience but understanding what works and why is quite a science and one Sola has spent many years perfecting. The onboard sector has very specific requirements in terms of weight, image, lifecycle and supply chain which takes thoughtful planning and development that many never give a thought too. We are very happy to be the supporting cast of a great onboard meal and help make the culinary stars shine. Our rebrand just aims to reassert our expertise and shine a light on those often invisible skills and nuances which only many years of specialist experience can bring to the table.” •

Quality cutlery really adds to the passenger experience