World Food Summer Tour 2009 by Level 7 Media

Caribbean Cuisine Summer Tour 2009

23 At

Days of Sampling Caribbean Food & Drink Evaluation Report And TM

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CONTENTS

Days of Sampling Caribbean Food & Drink Evaluation Report

Background Introduction Objectives Methodology Brands Sampled Store Sampling Leytonstone Hoover Building Brent Park Lewisham Kennington Vauxhal Lea Valley Extra Gallions Reach Southwark Purley Extra

4 4 5 6 8 11 12 14 16 18 20 22 24 28 30

The Caribbean Scence Experience Royal Victoria Dock 26

A Seven Media company Contact Worldfoods on Tel: 020 7005 0590 or email: info@level7media.co.uk Website: www.level7media.co.uk/worldfoods

Store Sampling Park Royal Beckton Leyton Executive Summary Worldfoods Service

32 34 36 38 42 44

EVALUATION REPORT

BACKGROUND

Caribbean

It is natural for certain customer types to engage in the idea of buying Caribbean food, based on their love of exploring different cuisines from around the world. The difficulty is in translating these food concepts into eating experiences they want to repeat. This is where Worldfoods comes in. We offer a three part solution to our strategic partners.

Cuisine

INSIDE

Inside

WIN!!

an amazing Caribbean Holiday for 2

MOUTH WATERING

Courtesy of

recipes

The first step is the Worldfoods Publication, the second the culinary demonstrations by celebrity chefs with their genuine brand endorsement and third the Worldfoods Mobile Kitchen that acts as a platform for the brands personalities.

Featuring

Products Recipes Chefs Caterers Restaurants and more...

Welcome

launch issue of Welcome to the to Caribbean Worldfoods Guide reﬂects the Cuisine. This guide ean food culture Caribb diversity of the new traditional and whilst exploring are aries. The pages ed culinary bound ing time honour tantalis packed with tic recipes, authen mouth-watering ing products, refresh ingredients and with reviews of drinks of concoctions ted caterers. Distribu restaurants and arket e superm exclusively at selectivn, Worldfoods stores across LondoCuisine goes ean Guide to Caribb a and drink, it is beyond just food . caribbean lifestyle celebration of unity to take this opport We would like rs, Gracefoods partne our all to thank , Portroyal Patties U.K., Encona, ean tic Caribb Q Holidays, Authen Tilda, Dalgety pur, Cocks Rum, our Scene and all and Caribbean

Bowen

am Malani Gunaran -Bowen Derek Morrison

Published by

Media

Cuisine

INTRODUCTION

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Limeharbour 16 skylines Village, London E14 9TS T: 020 7005 0590 F: 020 7005 0970 a.co.uk E: info@level7medi a.co.uk el7medi W: www.lev be publication may No part of this or transmitted All rights reserved. in a retrieval system al, reproduced, stored means electronic, mechanic by any the prior in any form or or otherwise without l opinions photocopying publisher. All advertoria permission of the n are that of the in this publicatio ility take responsib views expressed not can In Coulour made. advertisers. Life or misleading claims for any incorrect Magazine ©2009 World Food

and Discove the tastes, attidues the inﬂuenced by t, African continen India, peoples of the France, China, UK, Ireland, Spain, more. much Portugal and

, Sweet Use n your Bammy difference betwee , Coco Bread, Okra, Ackee, Yam, Green Banana so much more. and Mannish Water

19 Rum True 29 Chefs and Caterer 35 aurant Guide Rest 41

Saltﬁsh Bring life to Soup, Ackee Rice, Callaloo with Coconut much more... Chilli Dip and

e between your and the differenc caribbean rums Rums. Discover althentic Vintage, Gold, White or Dark Flavoured, Spiced,

Over Proof,

of Star Chefs. talented Pool Talent! with WorldFoods’ and personal got Genius Chef Get up close an Cuisine has we say, Caribbe Discover why Windies Island Fusion, , Bamboo Grove, entire throughout the an Scene, Cottons s Caribbean foods Featuring: Caribbe genuinely deliciou Cove all serving London Region

featuring tour of the islands win a fantastic ful Caribbean to you on a wonder plus there is an opportunity , Q Holidays takes es to suit all budgets holiday packag of Antigua. beautiful island holiday to the

Travel

ANTHONY CUMBERBATC H

hef Anthony Cumb erbatch ﬁrst developed his interest in cooking from an early age. Brought up in Barbados attributed a lot of his initial interes he cooking from t in the meals his grandmother made him and the use of fresh and the techni produce ques used to achieve great ﬂavours and textures.

HASAN DEFOU

Worldfoods Guide to Caribbean Cuisine Given the growing interest in Caribbean cuisine, many experts believe that Caribbean food will soon become one of the world’s leading foods. Worldfoods Guide to Caribbean Cuisine was launched in June 2009 to promote the exotic flavours of the Caribbean. This guide aims to create practical awareness of how people can replicate the “colourful West Indian style” cooking at home using ingredients they can easily find in their supermarkets.

Glossary se the Food index to recogni Sop, this easy food

g Jerk Chicken & Recipes Caribbean includin Products Sweet Mango recipes from the Dumplings with 15 mouth watering

Mungof ts Kassandra Editorial Assistan JB Rose Sophia A Jackson Cherrelle Glave Advertising

This evaluation report shows you how you can practically employ these concepts into marketing your own food and drink brands.

Caribbean

Contents

Piuchi Fu Milly Lam

Design

-Bowen

Derek Morrison JB Rose Alan Dugard

Publishers

MorrisonDerengk Editor

Seven

advertisers.

Publishi

Caribbean Cuisine Summer Tour 2009

Summer Edition 2009 G

rowing up in Trinidad’s famou sly environment, Hasan was seduc multi-cultural drifting from his ed mother’s kitchen by the aromas up inventive, . She conjured money-saving household in dishes in their the east of the humble island. Continuing the fascination with first boys in his food, Hasan becam secondary schoo e one of the Nutrition, and l to choose to so began his study Food and grand that has spann ed over a decad love affair with Caribbean food e. Moving to the UK as a teenag er, Hasan pursue studying at Waltha d his passion, University. Whilst mstow College and Westm inster learning the ins European cuisine and outs of fine Kingsway , Hasan always dining and food also had believed that the Caribbean respected style potential to enter the high-e nd market as of cooking. a For several years, the UK, and has Hasan worked in top Caribb ean restaurants become a popula meals for some in of London’s well r face, providing sumptuous Defour Caterin known West g has over a decade of experi Indian events. providing sumpt ence within the uous meals for UK, Weddings, Christe a wide range of events, from nings, Corpo everything else rate Events, Club in between. Nights, and An advocate for all things West Indian, opportunity to Chef Defour saw venture to his the home region Gary Rhodes with Michelin when he was star chef chosen to be for his latest one of his sous series, chefs across eight Caribb “Rhodes Across the Caribb ean”, travelling ean islands learnin region’s best; g local dishes an experience from the he called eye-op Chef Defour plans ening. Caribbean cuisine to raise the game of West Indian is some of the general public best in the world, food as do not realise and the just how diverse instead that the it is food is food as refinement. Chef coarse and lackingand believes Defour plans to change that and make the best Caribbean assumption food accessible market, withou t compromise to the wider of quality. DeFOUR CATER ING 79 Hennicker Road, Londo n E15 1JY Tel: 0796 015 1419 www.hasande four.com

Winner of Caribb ean Chef of the 2007-2008 and Year for former chef at prestigious restaurants in London, Barbad os and Dublin, he has now branched out with Bamboo Grove, a as “nouvelle Caribbnew venture described ean cuisine”. winning head Awardchef, Anthony Cumberbatch, expertly fuses authentic Caribb with modern European cuisine ean flavours an exotic blend to create of Chef Cumberbatc culinary influences. h has skilfully a unique menu, prepared which reflects his flair and innova tive culinary skills. creative By focusing on presentation and quality, Chef Cumberbatc h presented dishes creates beautifully which succes capture the flavour sfully Europe, and are s of the Caribbean and as pleasing to as they are to the palate the eye.

BAMBOO GROV E 33 South End, South Croydon, Surrey, CR0 1BE Telephone: 020 8667 0070 www.bamboo -grove.co.uk

RY TOMLIN As you turn the pages of the Worldfoods Guide to Caribbean E Cuisine you will find it packed with tantalising, time honoured and mouth-watering recipes. Ideal for beginners as well as COLIN BROWN those familiar with authentic ingredients and products. C Additionally those who are looking for alternative ways of preparing Caribbean food can find recipes at their finger tips plus a list of products available from our featured brands. The guide also contains an array of refreshing cocktails, alongside reviews of UK restaurants, caterers and our Michelin inspired celebrity chefs. ven as a child Gary Tomlin knew wanted to be he a chef. At the age of he would watch his Grandmothe 10, Christmas cakes r baking and mimic her to create his actions own.

olin Brown was born in Trelaw ney, Jamaica in 1972. He started cookin at the age of g eight professional seafooand became a d chef by the sixteen. He then age of moved to the Cayman Island he studied the art of ﬁne dining where and eager to but being creative learn London to study more he decided to move to European Cuisin e. Here’s a man to be treated with respect, the Caribbean having won Chef of the year was previously twice in a row and awarded the title of Maste 2004. r Chef of Using imagin ation and contin ually experimentin g, Colin has recogn developing and compliment each ised how foods other, develo paying great ping ideas and attention to detail his dishes, he in the compo sition of creates a fusion and European between Caribb cuisine ean cooking, his career, s. By creating this style of industry has soared reputation and credibility in the . Having gained a reputation as “Chef to the stars Colin Brown also caters to the Stars” Awards Cerem for Weddings, onies such as Miss Black Britain 2008 and the Screen Nation Film & TV Award Corporate Events s, and Parties. Chef Collin Brown aims to put the Caribb world culinary ean on the food map and aims to show of a standard that it is that of French, Italian, can easily sit amongst the best Indian, Thai and and is curren Chinese food tly involved in a number of food activities includi related ng a his own Caribb and developing a Caribbean food ean DVD project programme.

CHEF COLLIN BROWN 2 Yabsley Street E14 9RG Telephone: 0207 515 8177 www.chefcol linbrown.com

Although he was born in Britain descendant of , Tomlin is the ﬁrst a cultural heritag generation Jamaican parent s; e cuisine he would that he says made the type of specialise in easy to determ ‘Caribbean food ine. was a natural earliest experi choice becau se my ences with ﬁne cuisine were the dishes that through my family made. ’ Between the ages Waltham Forest of 16 and 18 Tomlin attend ed College to study by a desire to share the succul catering. Driven ent recipes of childhood he opened his own his restaurant and bar; Guava. wine

By 2005 Tomlin ’s successes within professional catering gave him the conﬁd ence to becom contestant on ea reality TV show, Hell’s Kitchen. knew going on Hell’s Kitchen ‘I would be a good opportunity to pick up some methods from known Chefs well such and Gary Rhode as Jean Christophe Novell i s,’ says Tomlin wanted to win!’ , ‘And of course Despite Tomlin …I ’s ambitions of glory (he planne d to open his own West End restaurant with prize-money from the show) came third. he

Though being disappointed Tomlin has since completed variou s cooking for nearly catering contracts includi ng 3000 people the Choice FM in 72 hours at Urban Weeke nd as well as food for celebr ﬁxing ities Blackwood, Felix like Richard Dexter and Audrey Reid.

Since the compe tition, Tomlin has become a travelle r, making regula visits to Jamaic r a and Ghana in order to enhan ce the quality of his food.

Munch Caribb ean Telephone: 0794 484 5245 www.munchc aribbean.com gtmun chcari bbean@hotm ail.co.u

Creole Pork h ith Spicy Mas

EVALUATION REPORT

Caribbean Cuisine Summer Tour 2009

Worldfoods Caribbean Cuisine Tour

Caribbean

Products & Re

cipes

d Fruity Encona Hot aners Chicken Skew

The guide is one part of the Worldfoods Customer Engagement strategy, a marketing tool for our strategic partners to reach prospects. Over 50,000 guides were distributed to eager consumers during the 23 day Worldfoods Caribbean Cuisine Tour at selected Tesco and Asda stores across London. Many of the customers openly stating that they would share the impressive guide with their family and friends. As a result of the “ read and share” attitude, the readership for the guide increased fourfold.

25 minutes Preparation time: 15 minutes Cooking time:

ya Hot West Indian Papa 5 tbsp Encona 1 tbsp honey chopped 1 tbsp coriander,

Food and Drink Samplers Response

Pepper Sauc

o and the red the sweet potat . 19 alternatively with kebabs onto a tray or plate the Pepper peppers. Place n Papaya Hot y salsa: s na West India brush all Mix the Enco For the fruitinto coriander and small piece the honey and cut with o, e mang Sauc 1 s g into small piece the kebabs. Hot Pepper 15 minutes, turnin ya t over 1 papaya, cut Papa abou n for West India barbecue ining Cook on the ½ tbsp Encona with any rema and brushing every so often Sauce fresh coriander place all of ped (not the core) marinade. salsa simply 1 tsp chopped d and ﬁnely chop make the fruity ine. peele to , , comb mber while and Mean ¼ cucu bowl s into a small the ingredient kebabs. How to do it: cue. Serve with the barbe en skewers Pre-heat the en onto the wood Thread the chick

Caribbean Encona Spicy Vegetable Soup 25 minutes Preparation time: 30-40 minutes Cooking time:

Shopping list: ly chopped

2 onions, rough 2 tbsp olive oil oes, peeled and 2 sweet potat d roughly cube s black eye bean 250g cooked plus leaves, 3 celery sticks ped roughly chop

d and ﬁnely 1 carrot, peele chopped thyme 2 sprigs of fresh 3 bay leaves d chopped 250g of tinne

tomatoes stock, made 500ml vegetable te from concentra d coconut milk 250ml of tinne West Indian 2 tbsp Encona er Sauce Original Hot Pepp thyme for 3-4

y and , carrot, celer How to do it: epan fry the onion to soften.

In a large sauc until they begin table nut milk, vege a medium heat minutes over d tomatoes, coco and cook for er t potato, tinne Add the swee to a steady simm leaves. Bring so often. stock and bay season with the tes stirring every ing eye beans and about 20 minu cook black inue the e. Cont tes add After 20 minu Hot Pepper Sauc Indian Original Encona West serve. minutes and for a further 10

“I am going to show my mum and my sisters this guide. We have never seen a Caribbean Food Guide before ” ...Samuel

OBJECTIVES Build awareness for Caribbean food and drink brands Educate the consumers on the usage of the product Integrate clients marketing and promotional activities Increase awareness of worldfoods aisle Communicate Unique Selling Point Gather qualitative research Counter competitor activity Influence brand switching Brand trial activation

EVALUATION REPORT

Caribbean Cuisine Summer Tour 2009

METHODOLOGY Sampling at supermarkets The launch pad for “Worldfoods Guide to Caribbean Cuisine” was the sampling of new and existing products from our partners. All these products are easily found in the Worldfoods aisle of leading supermarkets. Worldfoods culinary demonstrations , influence the customers buying decisions, by using celebrity chefs, some of whom have worked with Michelin star television personalities. This really encouraged an exciting and engaging experience, where customers were certain that they could reproduce Caribbean recipes with the strategic partners food and drink products promoted. Customers sampled the established and new products from our partners Gracefoods U.K., Encona, Port Royal Patties, Authentic Caribbean Rum, Cockspur Rum, Tilda Rice and Dalgety Tea. Culinary Demonstrations by Britain’s Leading Caribbean Chefs Gary Tomlin: appeared alongside Michelin starred Gordon Ramsey’ s on ITV’s, “Hell’s Kitchen” Anthony Cumberbatch: Caribbean Chef of the year 2007-2008 Collin Brown: Multi Award Winning Caribbean Master Chef Hasan Defour: who starred alongside Gary Rhodes on Good Food TV – Rhodes across the Caribbean Our ‘Ambassadors of Caribbean Cuisine’ put on live “Masterclass Cooking Demonstrations”, creating and suggesting delicious recipes whilst being at ease with upselling and cross selling our partners brands. They talked about their personal product choices, suggesting different ways of using them in their daily cooking. Worldfoods Mobile Kitchen The Worldfoods Mobile Kitchen was an innovative and attractive display both representing and increasing the brand equity of Worldfoods clients. The branding of our strategic partners could be seen on all sides of the Mobile Kitchen unit.

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EVALUATION REPORT

Caribbean Cuisine Summer Tour 2009

Worldfoods Sampling Team

Chef

Hasan Defour

who starred alongside Gary Rhodes on Good Food TV – Rhodes across the Caribbean

worldfood Caribbean Tour 2009-6.indd 7

Chef

Colin Brown

Gary Tomlin

Anthony Cumberbatch

Mulit - Award Winning Caribbean Master Chef

appeared alongside Michelin starred Gordon Ramsey on ITV’s, “Hells Kitchen“

Caribbean Chef of the year 2007-2008

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Brands Sampled

Encona Indian Sweet Mango Sauce

Encona Original Hot Pepper Sauce

Encona Barbados Creole Pepper Sauce

Encona Sweet Thai Chilli

Encona Thai Chilli & Garlic Sauce

Grace Microwave Rice& Black Eye Peas

Grace Microwave Rice & Kidney Beans

Grace Microwave Rice & Pigeon Peas

Grace Caribbean Traditional Rice & Black Eye Peas

Grace Caribbean Traditional Rice & Kidney Beans

Grace Caribbean Traditional Rice & Pigeon Peas

Grace Jerk BBQ Sauce

Grace Jerk Seasoning Hot & Spicy

Grace Tropical Rhythms Pineapple & Guava

Grace Tropical Rythms Sorrel Ginger

Grace Tropical Rythms Fruit Punch

Grace Peppermint Tea

Grace Ginger Tea

Grace Traditional Tea

Grace Plantain Chips

Caribbean Cuisine Tour 2009

Dunn’s River Red Kidney Beans

Dunn’s River Black Eyed Peas

Dunn’s River Callaloo

Brunswick Sardines in Hot Luis. Sauce

Noel Recreo Red Bag

Nourishment Chocolate

Nourishment Vanilla

Nourshment Bannana

Nourishment Strawberry

Excelsior Water Crackers

Port Royal Chicken Jamaican Patties

Port Royal Beef Jamaican Patties

Port Royal Lamb Jamaican Patties

Port Royal Mixed Vegetable Jamaican Patties

Port Royal Salt Fish Jamaican Patties

Dalgety Cerassie / Corilla

Dalgety Lemon & Ginger

Dalgety Pepper Mint

Tilda Easy Cook Long Rice

Cockspur Rum

worldfood Caribbean 2009-6.indd with Microwave RiceTour and Peas10

Caribbean Cuisine Summer Tour 2009

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SAMPLING DAYS

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LEYTONSTONE

Evaluation of

DAY 1 DAY 2 19th June 2009

20th June 2009

LEYTONSTONE

DATE

Friday 19th June and Saturday 20th June

STORE

TESCO LEYTONSTONE

PROFILE OF SAMPLERS

C1 and C2 Families with At Least One Child Under 16

SAMPLE SIZE

2800

Worldfoods Customer Engagement Strategy Gary Tomlin who has appeared on Gordon Ramsey’s, ITV’s, Hell’s Kitchen adopted a very mellow “Hell’s Kitchen” style demonstration. Dishes were completed in less than 45 minutes. Hungry customers waited to taste the food and were thrilled at the speed and simplicity of preparing authentic Caribbean food. The energy and excitement rippled through the audience who were engaged throughout the session often pausing to ask questions about how they could prepare these meals themselves. The store had continuous announcements promoting the Caribbean Cuisine Tour. The Mobile Kitchen was strategically located in front of the store. Customers familiar with Caribbean brands moved forward to sample the food and drinks. The menu had appealed to many samplers, especially the unexpected serving of Authentic Caribbean Rum and ginger ale with fresh slices of lime. The distribution of the Worldfoods Guide and the Caribbean Cuisine Tour at Leytonstone was filled with fun and excitement. Many of the customers unfamiliar with the Caribbean food aisle welcomed the promotion and effort by Worldfoods and the promoted brands.

Response from Food and Drink Samplers “It is about time that we did something to promote Caribbean Cuisine in this country. Good effort” ...Stacy

“Oh the jerk chicken tastes so good using the Grace Jerk BBQ Sauce”...Lorraine

“Good effort, people need to understand Caribbean Cuisine. It is nice to be part of the team” ...Gary Tomlin

Caribbean Cuisine Summer Tour 2009

HOOVER BUILDING

Evaluation of

DAY 3 DAY 4 21st

June

2009

22nd June 2009

HOOVER BUILDING

DATE STORE

TESCO HOOVER BUILDING

PROFILE OF SAMPLERS

C1 and C2 Families with At Least One Child Under 16

SAMPLE SIZE

2400

Sunday 21st June and Monday 22nd June

Worldfoods Customer Engagement Strategy The Worldfoods team continued to reinforce the brands. The display of the products and continuous education by the team helped customers who were either very familiar with Caribbean foods as well as those who were less familiar, to understand how to use the food and drink products that were sampled in different ways. They were directed to the respective aisles at the supermarket to purchase the products they had sampled. There was a lot of interest for “beginners with Caribbean cuisine”. We experienced a large number of new customers to Caribbean food who were ready to purchase Caribbean brands that day. Samplers commented on the nutritional value, convenience and wholesomeness of certain foods sampled. The promoted brands on the Mobile Kitchen created an emotional appeal.

Response from Food and Drink Samplers “The vegetarian patties are very tasty. I have never tried them before”...Helen Read “The ginger ale and lime lifts the flavour of the Rum” ...Leslie “I have never tried Caribbean food, but this tastes great” ...Phyliss “The holiday guide to the Caribbean is very good” ...Diane Richardson

Caribbean Cuisine Summer Tour 2009

B REN T

PA R K

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Evaluation of

DAY 5 DAY 6 23rd June 2009

24th June 2009

B R E NT

DATE

Tuesday 23rd June and Wednesday 24th June

STORE

TESCO BRENT PARK

PROFILE OF SAMPLERS

Multi Ethnic C1 and C2 Singles and Families

SAMPLE SIZE

1250

PAR K

Worldfoods Customer Engagement Strategy Many of the customers were from the nearby offices. Peak sampling time was 12.00–2.00pm, followed by another rush after 5.00pm. The challenge was to get the busy office workers who were making a dash to the supermarket to sample the Caribbean menu. Worldfoods staff focused on attracting the customers not familiar with Caribbean product lines and educating them on the displayed sampling menu. Our question based, invitation style created a buzz during lunch. Many of the workers were very interested in sampling the Authentic Caribbean Rum cocktail. Those already familiar with Caribbean food were drawn to the new Grace Microwave Rice and Peas and the Brunswick Sardines served on Excelsior Water Crackers. As for the rest of the audience who were adventurous enough to sample other items on the menu, were receptive to the entire product mix. Convenience, nutritional value, food quality and uncomplicated recipes were key attributes for purchase decisions.

Response from Food and Drink Samplers “I love Dalgety Tea, my favourite is the Lemon and Ginger” ...Serena “I prefer Tropical Rhythms Fruit Punch over the Ginger and Sorrel”...Toby “I never expected the Brunswick Sardines to taste so good with the Encona Thai Sauce”...George “The Grace Banana Chips taste good with the Encona Sauces”...Syed

Caribbean Cuisine Summer Tour 2009

L E W I S H A M

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Evaluation of

DAY 7 DAY 8 25th June 2009

26th June 2009

L E W I S H A M

DATE

Thursday 25th June and Friday 26th June

STORE

TESCO LEWISHAM

PROFILE OF SAMPLERS

Professional, Educated Aspiring Multi Ethnic Group C1 and C2 with At Least One Child Under 16

SAMPLE SIZE

3200

Worldfoods Customer Engagement Strategy Rush! Rush! Rush! The sampling team fostered a special relationship with these customers who were already very familiar with Caribbean cuisine. Highly spirited and inquisitive enquires were made about how to use the products. This reinforcement of established Caribbean brands also led to samplers being open to purchase the newer styled products from the Worldfoods aisle. They were many positive comments about the ‘stand out appeal’ of the Worldfoods Mobile Kitchen. Although some of those who were very familiar with Caribbean cuisine were initially reluctant to experiment with traditional food, the encouraging education technique engaged by Worldfoods staff, stimulated them to trial new foods and drinks. Many of them were particularly impressed with the Grace Microwave Rice and Peas and Port Royal Patties. Brand retention was clear here, especially when the customers kept saying that they recognised the products. Dual working families with children preferred, good food quality, nutritional value and convenience.

Response from Food and Drink Samplers “The Grace microwave rice tastes fantastic”...Michael Brown “I am hugely impressed with this Caribbean Rum concoction”...Leslie Parker

“The Tropical Rhythms Sorrel and Ginger has a zing” ...Sonia

“Dalgety Tea is rich tasting”...Paul Jones

Caribbean Cuisine Summer Tour 2009

KENNINGTON V A U X H A L L

Evaluation of

DAY 9 DAY10 27th June 2009

28th June 2009

KENNINGTON V A U X H A L L

DATE

Saturday 27th June and Sunday 28th June

STORE

TESCO KENNINGTON VAUXHALL

PROFILE OF SAMPLERS

C1 and C2 Families with At Least One Child

SAMPLE SIZE

2050

Worldfoods Customer Engagement Strategy Chef and Restaurateur Anthony Cumberbatch executed an exciting demonstration which led many of the shoppers to purchase much of the Caribbean food and drink available in store that day. The Q&A session, while cooking, gave the customers an introduction to the ingredients and brands that were used in his recipes. Anthony explained the different ways of using the sampled foods and drinks. He also directed lots of encouraging attention especially to people who were already familiar with traditional brands. There was a lot of positive upselling and cross-selling of our clients total product mix, constantly directing them to the Worldfoods aisle . The customers had picked up quite a few cooking tips during the demonstration. The Worldfoods team continued to drive the brands after Anthony’s session. Yet again many shoppers loved the Grace microwave rice range as a quick and easy solution for meals and were delighted with the high nutritional values.

Response from Food and Drink Samplers “I like the

sharp and creamy taste of the Encona Creole

Pork Chops, I will try the recipe tonight”...Juliana

“Are the recipes demonstrated today found in the

Worldfoods Guide to Caribbean Cuisine?”...Stephanie Myers

“What aisle are the Port Royal Patties available?” ...Jeremy Shuzt

Caribbean Cuisine Summer Tour 2009

L E A

VA L L E Y

Evaluation of

DAY11 DAY12 DAY13 29th June 2009

30th

July

2009

1st

July

2009

L E A

VA L L E Y

DATE

Monday 29th June - Wednesday 1st July

STORE

TESCO LEA VALLEY

PROFILE OF SAMPLERS

C1 and C2 Families with At Least One Child Under 16

SAMPLE SIZE

6090

Worldfoods Customer Engagement Strategy Chef Hasan, who worked alongside Michelin starred Gary Rhodes, on “Good Food TV – Rhodes across the Caribbean”, attracted many customers to the Mobile Kitchen. His Michelin styled presentation, creating positive customer traffic to his demonstration. He provoked a lot of questions on traditional cooking styles amongst those familiar with Caribbean cuisine. This sparked questions amongst those least experienced with Caribbean brands. Using questions, answers and lots of humour, chef Hasan, described the functional and versatile aspects of some of the sampled food brands in cooking. He directed samplers to the Worldfoods aisle . The sampling team continued to direct customers to the respective aisle as many of them wanted to purchase immediately. There was a total sell out for some of the food brands e.g. Brunswick Sardines, Port Royal Patties and some of the Encona sauces. Significantly the brand personality of products was made real through the direct interaction of the Worldfoods Customer Engagement Strategy.

Response from Food and Drink Samplers “This is a great idea, I like the idea of a Caribbean food and products guide”...Sonia Gabrielle “It was a fantastic live demonstration by Chef Hassan” ...Eliana Dale I hope I win the 7 nights holiday in Antigua can chef Hassan come with me.”…Rebecca

Caribbean Cuisine Summer Tour 2009

GALLIONS REACH

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Evaluation of

DAY14 DAY15 DAY16 2nd

July

2009

3rd

July

2009

4th

July

2009

GALLIONS REACH

DATE

Thursday 2nd July - Saturday 4th July

STORE

TESCO GALLIONS REACH

PROFILE OF SAMPLERS

C1 and C2 Families with At Least One Child Under 16

SAMPLE SIZE

5200

Worldfoods Customer Engagement Strategy Fantastic response from the customers! High sampling volume. 40% of respondents were not familiar with the different Caribbean foods and drinks. The predominant interest was with traditional dishes i.e. jerk chicken rice and peas for their nutritional value and convenience of preparation. There was 20% of the audience who were looking for new and alternatives to experiencing traditional Caribbean brands. The rest of the audience were familiar with Caribbean food and drink. The fun filled, double demonstration, by chefs, Collin Brown and Hasan Defour, inspired many to try the featured recipes in the Worldfoods Guide to Caribbean Cuisine. Worldfoods staff kept drawing the customers to the demonstrations to gauge the different tastings. The results were very positive. Customers were excited and appreciative.

Response from Food and Drink Samplers “Caribbean food is simply delicious!”...Ganesh Kumar “I always use Encona as a dipping sauce but not as an ingredient”...Clara Smith

“Tilda Spinach Rice, true vegetarian delight”...Cynthia “The Encona Hot and Fruity Skewered Chicken has a nice

sweet flavour and it is so easy to make”...Mariam Rudley

Caribbean Cuisine Summer Tour 2009

R O Y A L VIC TORIA DOCK

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Evaluation of

DAY17 5th

July

2009

R O Y A L VIC TORIA DOCK

DATE

Sunday 5th July

LOCATION

THE CARIBBEAN SCENE EXPERIENCE - ROYAL VICTORIA DOCK

PROFILE OF SAMPLERS

ABC 1&2, Aspiring Multi Ethnic and C1 and C2 with At Least One Child Under 16

SAMPLE SIZE

600

Worldfoods Customer Engagement Strategy The sampling menu was fabulous. Chefs’ Gary Tomlin and Hasan Defour were encouraging customers to taste the new and existing products of our partners. They presented as a fun and involving double act, stimulating positive attitudes towards the brands they demonstrated. They encouraged the use of our partners brands for entertaining guests at home. The key messages at this sampling session was versatility, convenience and flavours of the Caribbean. The celebrity chefs created a special menu: • Brunswick Sardine Fritters with Encona dipping Sauce • Dunn’s River Three Bean salad topped with Grace Green Banana Chips • Tropical Rhythms Rum Punch • Nourishment Smoothies The Caribbean Scene Experience was a fun day and a tremendous success. The Worldfoods road show recruited visitors from far and near, across London. The limbo competition was a star attraction with the calypso dancing competition, a close second. Price draws on the day: • Q holidays and Sackville Travel offered flights holiday prizes • Grace food hamper went to the best limbo promoter • Meal for 2 at Caribbean scene went to the best calypso dancer.

Response from Food and Drink Samplers “The Brunswick Sardine Fritters are perfect with the Encona dipping sauce”...Doriana

“Strawberry Nourishment smoothies what a great way of serving Nourishment”...Clyde Thomas

“The Dunn’s River three bean salad is a vegetarian’s delight”...Hyacinth

Caribbean Cuisine Summer Tour 2009

S O U T H WA R K

Evaluation of

DAY18 6th

July

2009

S O U T H WA R K

DATE

Monday 6th July

STORE

TESCO SOUTHWARK

PROFILE OF SAMPLERS

Multi Ethnic C1 and C2 Families with At Least One Child Under 16

SAMPLE SIZE

2400

Worldfoods Customer Engagement Strategy Worldfoods team built massive awareness for Caribbean Cuisine. Those familiar, unfamiliar, or looking for alternatives were exposed to the promoted brands displayed on Worldfoods Mobile Kitchen. Many samplers were interested in trying out the Tilda rice recipes found in the guide. There were keen on the Encona sauces too. It was obvious that a large number of the women who sampled the products were avid cooks. Convenience, food quality and nutritional value were the main themes. Customers valued the manner in which the mobile kitchen increased their brand relationship and appreciated the premium brands, generating lots of warm customer involvement. They appreciated the deliberate manner in which Worldfoods staff questioned customers about their existing buying habits.

Response from Food and Drink Samplers “I like the Grace Microwave Rice and Pigeon Peas”...Courtney

“The Port Royal Patties are not too spicy”...Wilbert James

“I go to the Caribbean every year the holiday guide is excellent”...Paul Gale

Caribbean Cuisine Summer Tour 2009

Evaluation of

DAY19 DAY20 7th

July

2009

8th

July

2009

DATE

Tuesday 7th July and Wednesday 8th July

STORE

TESCO PURLEY

PROFILE OF SAMPLERS

Well Off Families with At Least One Child Under 16

SAMPLE SIZE

2400

Worldfoods Customer Engagement Strategy The Worldfoods staff were enthusiastically educating the customers about the objectives of the tour and disseminating the guide. The brands’ personalities were generated via the team question based selling technique. Key elements, trial, increased awareness and purchase were established in this location. Almost all of samplers appreciated the food quality and convenience of the brands. It was apparent that there was big interest in Caribbean food and drinks outside of the typical Caribbean food customer base particularly at this store. 80% of the samplers were new to Caribbean Cuisine, the highest so far in this tour. Worldfoods staff uncovered a need for Caribbean food and drink brands to become a part of their regular “shopping basket” . It will be good for our partners to continuously unveil their brands to develop new markets.

Response from Food and Drink Samplers “The Port Royal Patties taste better than the pies and pasties we normally eat”...Merlene

“I love the taste of the Caribbean Rum. I have never tried it before”...Pamela

“I love travelling to the Caribbean, I enjoy the food and Rum”...Marsha

Caribbean Cuisine Summer Tour 2009

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SAMPLING DAYS

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PARK

ROYAL

Evaluation of

DAY1

12th August 2009

PARK

DATE STORE

ASDA PARK ROYAL

PROFILE OF SAMPLERS

Multi Ethnic C1 and C2 Families with At Least One

ROYAL

Wednesday 12th August

Child Under 16

SAMPLE SIZE

650

Customer Engagement Strategy Mobile Kitchen was parked right at the entrance of the supermarket. Curious customers were on site to sample the food and drinks even, before the kitchen officially opened. The sampling staff was continuously educating the customers, about the participating brands and the purpose of the Caribbean Cuisine Tour. Many customers found little difference between the taste of Recreo and Oreo cookies. The sampling staff had to spend time creating brand distinctiveness between Recreo and Oreo cookies. The teenagers and kids loved the Recreo Cookies and Tropical Rhythms Pineapple and Guava Punch. The older crowd appreciated the Grace Microwave Rice and Jerk Chicken, Sardines and Port Royal Patties. The immediate response after sampling, was to purchase. Customers wanted to immediately purchase the items especially the patties and pineapple and guava punch, at the Mobile Kitchen. Instead they were directed to the aisles where the products were sold. staff were mostly engaged in brand building i.e. emphasising the value of Caribbean brands.

Response from Food and Drink Samplers “The combination of Tropical Rhythms

Pineapple and Guava is wicked”...Marsha

“I will try the Grace Ginger Tea this evening”...Edna

“Mmm, The chocolate taste of Recreo biscuits are lovely”...Rina and sister

Caribbean Cuisine Summer Tour 2009

B E C K T O N

Evaluation of

DAY2

13th August 2009

B E C K T O N

DATE

Thursday 13th August

STORE

ASDA BECKTON

PROFILE OF SAMPLERS

C1 and C2 with At Least One Child Under 16

SAMPLE SIZE

850

Worldfoods Customer Engagement Strategy 20% of the customers, who were sampling Caribbean food for the first time, were “blown away” by some of the food. Their favourites were Microwave Rice and Peas with Jerk Chicken and Tropical Rhythms Pineapple and Guava punch. The Worldfoods team had to persistently persuade customers to try the tea. 80% of the sample size was principally grocery shoppers. The sampling team continued to influence these customers purchase decision by exploring the nutritional value, food quality, convenience and wholesomeness of the promoted brands. The brands not only enjoyed brand dominance but also eliminated any considered direct competition.

Response from Food and Drink Samplers “This is the best looking Mobile unit at this site Asda has ever seen....... ASDA employee” “I love the traditional Encona Hot Pepper sauce”...Toba Greggory

“Port Royal Patties taste better than the other brand in Asda”...Wilfred Oya

Caribbean Cuisine Summer Tour 2009

Evaluation of

DAY3

14th August 2009

DATE

Friday 14th August

STORE PROFILE OF SAMPLERS

ASDA LEYTON

Multi Ethnic C1 and C2 Families with At Least One Child Under 16

SAMPLE SIZE

900

Worldfoods Customer Engagement Strategy The sampling audience was very involved with the products. The customers here were motivated to share their positive brand experience. Worldfoods team continued to drive the brands. The sampling made the selling message “deliciously” credible. The customers believed in the sampling team and referred to them for more product information. They urged consumers to try some of the non familiar products e.g. Recreo, Grace Microwave Rice and Peas and Grace Teas. The Worldfoods team on the day was the mobile encyclopedia for Caribbean food and drinks. This was enhanced by the distribution of Worldfoods Guide to Caribbean Cuisine.

Response from Food and Drink Samplers “I bought the Port Royal Patties after tasting the beef, two for £1” ...Linford Croft “Grace microwave rice has run out instore where can I get some more?”.....Sam “Lovely cup of peppermint tea I didn’t know Grace did teas”...Synthia Michaels

Caribbean Cuisine Summer Tour 2009

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EVALUATION REPORT

EXECUTIVE SUMMARY

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EVALUATION REPORT

Caribbean Cuisine Summer Tour 2009

SUMMARY OF FINDINGS The 23 days of sampling through Tesco and Asda resulted in 4 main themes.

1) Brand revitalisation and recognition:

• T he brand recall amongst customers already familiar with ‘Caribbean food and drink super brands’ was confirmed as high.

• E ncouraging those familiar with ‘tried and tested’ products to have much more fun with the sampling foods and drinks really worked to revitalise a sense of ‘Caribbean culinary pride’.

• Positive word of mouth amongst this ‘brand tribe’ was strengthened. With many stating that they would use the Worldfoods Guide to Caribbean cuisine as a reference for holidays as well as for dinning.

• High brand loyalty amongst this ‘brand tribe’.

• Wholesome nutrition and taste were key brand attributes.

2 ) Brand extensions:

• T hose brands with the strongest image and attributes were perceived as the market leaders of Caribbean food and drink.

• F or those customers wanting options and alternatives, tasting the brand extension proved ideal.

• C reating menus relevant to customers’ lifestyles proved popular. Menus for everyday cooking, healthy options and good value meals were well received.

• Physically taking customers to the Worldfoods aisle and directing their attention to the ‘lifestyle’ section of the Caribbean Guide, reinforced brand affinity for their food and drink choices. • Convenience, affordability and taste were key in purchase decisions.

3 ) Brand awareness :

• F or those totally new to the Caribbean food and drink category, sampling providing them reasons for turning impulse shopping into loyalty buying.

• T his group had images of their Caribbean travel with food and drinks. There was huge fascination in the travel aspect of the Guide.

• M any in this group explained that they would keep the guide as a reference for their holiday plans.

4 ) Worldfoods is a definite ‘Brand Champion’ for fmcg Caribbean

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EVALUATION REPORT

Caribbean Cuisine Summer Tour 2009

food and drink products

• W orldfoods is equipped to help is clients build and maintain strong brand equity through sampling activities.

• Worldfoods cultivates the brand position in the minds of the target audience.

• W orldfoods sampling team focuses on key messages to achieve better impact in a ‘noisy’ food and drink market. They use committed and passionate personnel to encourage positive interpersonal relationships with a broad target market.

• T he strategies initiated by Worldfoods, have been acknowledged, by clients, for forming a new marketing platform from which the entire fmcg sector can grow and benefit. Their specialist experience is of vital importance for all those interested in being part of a growing fmcg sector.

• Use Worldfoods publications to reinforce the experience of sampling food and drink.

• Use qualitative research as a guide to appreciate the psychology of the customers buying behaviour in food and drink shopping.

Recommendations: In an uncertain economic period consider the following tangible proposal.

• S egment the market according to the customers’ familiarity with the brand and its extensions. Then begin to study the frequency of purchase.

• U se experts specialised in speaking to clients in their ‘preferred’ language style during the interactive and practical sampling session

• U se publications which include lifestyle sections to reinforce the experience of sampling of food and drink.

• U se qualitative research as a guide to appreciate how to apply the psychology of the customers buying behaviour.

Let us be your ‘brand champion’ to create and build your valued brand. Let us spread your brand vision and values. Let us show you how by using our sampling expertise that you can grow brand awareness and recognition of your lines. You are invited to learn more about Worldfoods sampling activities. Please contact us by telephone on 020 7005 0590 or e-mail info@level7media.co.uk

MANY THANKS FOR READING OUR EVALUATION.

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Worldfoods Services: • Advertising • Design • Printing • Sales Promotions • Field Marketing • Direct Marketing • Public Relations • Sponsorship • Exhibitions • Internet Marketing • Customer Research Contact Worldfoods on Tel: 020 7005 0590 or email: info@level7media.co.uk Website: www.level7media.co.uk/worldfoods

A Seven Media company 16 Skylines village, Limeharbour, London E14 9TS Copyright © 2009. The information contained within this document is provided by Worldfoods. Any copying, distribution or release of any of the information contained within this document in any way or form is not permitted without the written consent of . This work is protected under the copyright laws. All rights reserved.

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