Our past & our vision
In 2007 Global Exotics believed they had identified a gap in the market for the organised supply of exotic organic produce to ethnic communities. In addition to that, there was a growth in demand for exotics with the broadcasting of exotic travel food shows which created extra demand. In 2008 we started to build a retail supply service, with a simple doctrine, the best produce, the best service. It is a mantra that saw us grow from offering a wide range of exotics to small retail outlets and then the larger independent ethnic retailers. All this growth has been created by the reputation we built through the recommendation of our clients.
By 2011 Global Exotics had built a country wide retail customer base for our exotics. Our reputation had also spread to the wholesale markets with requests to supply. We made the decision to move our focus to the wholesale market. By using our retail customer base as the currency to persuade chosen wholesalers to take our produce from London to Glasgow, we also set about expanding our produce supply list. By referring our, mainly ethnic, independent retail customer base to our new wholesale partners for their future supplies of exotics, wholesalers opened a new, much appreciated customer base. We believe the market for exotics has now gone from mainly ethnic to mainstream!
For 2015 Globe Exotics will be actively looking to bring our continually expanding produce range to the recognised major retail outlets.
With our active “exotic growth” research we will look to bring production of exotics closer to European shores to reduce transport impact and control growing. Who would of though you could
The 2014/16 “Exotic Growth” programme we operate with our “partner” producers is looking to identify the exotics we supply or are looking to supply that travel the furthest to our shores, those ones that have the largest environmental impact, to establish if they can be grown closer to our shores and then integrated into our existing transport logistics. This will also allow us to monitor the production and quality of product.
grow wine grapes in Wales thirty years ago!
Below is a 2011 BBC survey on ethnic groups, they now make up 14% of the UK population, 14% of customers that are shopping for “exotics”elsewhere!
You can find us at www.globalexotics.eu or you can e-mail sales@globalexotics.eu We look forward to hearing from you.
When Global Exotics moved to supplying the wholesale markets in 2011 we used our retail customer base as the currency to persuade the wholesalers who we wanted to stock our produce. We understand that the move to supplying any major retailer will require a new currency to persuade that commitment. The most common questions ask by customers when they first encounter any exotic produce is, “What’s that, and what can I do with it!� Many of our customers are familiar with produce across our ranges, they know how to prepare & cook what they buy. To engage and educate the mainstream customer who want to know how to serve and cook exotics, we are developing a POS and mainstream media campaign .
Global Exotics are creating an integrated marketing & supply policy. We have partnered with a progressive digital marketing company that specializes in mobile marketing & data return, together we have developed a POS that engages and informs the customer, plus offers more to our retail partners, a similar service can be seen here. We offer customers the means to interact at the point of sale with their mobile device, promoting purchase by education. The POS gives guests information on the produce, from how to prepare & serve, to where produce is sourced from, direct to their mobile device through a LAN network at the display. There are plans for a POS menu & ingredients service to include spices in sealed portioned, just the amounts needed in a meal for two or four servings, these would be available at the POS and show a high gp margin.
The second part of engaging and educating customers is the mainstream media which we are exploring now in preparation for mid to late 2015. To maximise our value to our major retail partners, Global Exotic are investigating a “for TV� cookery program. Cookery programmes have a good shelf life and are appealing to broadcasters representing good value for investment. We are presently in conversation with a number of recognised Asian cooks, some with cook books on the shelf's now. Why integrated supply & pos marketing! Many of the products we supply will be new to the mainstream customers, any new product needs to create the desire of use, by giving the guest the means to identify how to process a produce, where its used and to compare it to a produce they may know encourages purchase.
Unit 6 Airedale business park, Royd Ings Ave, Keighley. BD21 4BY Tel 0800 1930 786
www.globalexotics.eu sales@globalexotics.eu