incorporating OCTOBER 2012 Volume 18 No 9 $9.15
THE BUSINESS OF MANUFACTURING • LOGISTICS • SUPERMARKETING
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* Aztec Datas Total Key accounts, Female Skincare, Quarter to 09/09/12.
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It’s while we’re shopping. In-store advertising helps people make the connection between your above-the-line advertising (like TV and magazine ads), and your product when it’s on the shelf. And that connection means sales.
Call us today and find out how Hypermedia can make your brand come alive in-store.
TURNING SHOPPERS INTO BUYERS Phil Neely General Manager 021 302 459 phil.neely@hypermedia.co.nz
www.hypermedia.co.nz
www.hypermedia.co.nz
BIC LIGHTERS. OUR QUALITY, YOUR SAFETY.
DISPLAY
ADD ‘SLEEVES’ TO YOUR RANGE AND GROW YOUR SALES
16.8
17.0
16.3
APR 11 MAY 11 JUN 11
16.7
17.4
19.3
19.0
19.5
19.3
USING OUR POPAI AWARD WINNING STAND 18.6
19.1
19.2
JUL 11 AUG 11 SEP 11 OCT 11 NOV 11 DEC 11 JAN 12 FEB 12 MAR 12
Talk to your BIC® Sales Rep today to discuss how you can RECEIVE AN AWARD WINNING DISPLAY FREE! Conditions apply
Incremental sales achieved with BIC® Maxi Lighter Sleeves presented in BIC® counter display at front of store in Australia market BIC® MINI & MAXI LIGHTER COMBINED
BIC® MAXI LIGHTER SLEEVE Source: Aztec data March 25th 2012; Value in AUD '0000
DISPLAY YOUR POCKET LIGHTERS AT CHECKOUT • Lighters are NOT covered under the tobacco display ban legislation • Multi-purpose lighters CAN be used for a multitude of uses • BIC Pocket lighters ARE OK to be displayed at Point of Sale i.e. near cash registers • You simply MUST ensure lighters are not advertised as cigarette lighters and are not displayed near tobacco products or their price lists © 2012 BIC Australia Pty Ltd
16
Editor’s note Industry news FMCG Online
Category checks 38 44
contents
8 10 15
october 2012
Up Front
Skincare & Anti-ageing products Dips, Hummus, Pesto
Regulars 14
Nargon
16
Beef + Lamb
Extreme care needed with staff use of the internet Three Olympians are the new ambassadors
18
18
20
Heart Foundation Healthier snacking with the Tick
Fresh and local
In season
22
FGC
24
Feature
Katherine Rich on the real cost of plain packaging
38
Health & Beauty Aisle
Skincare & Anti-ageing products
60
What’s Hot
78 81
34
Made in NZ
New products in store
Subscription form Diary Your guide to upcoming industry events
OUR COVER L’Oréal’s Revitalift range is the number one selling anti-ageing franchise in New Zealand.
contents
Grocery business 48 52
Grocery business news Feature
Shopping on both sides of the ditch
54
Feature
56
october 2012
Keeping you up to date with packaging, IT, supply chain and logistics
Waste management and recycling
Nielsen Storewars
57
Recruitment Kevin O’Shannessey shares his expert career advice
58
GS1
Dr Peter Stevens finds New Zealand’s reputation is under attack
Convenience store and oil channel updates
64
66 68
Feature No lull for Gull
48
C-store industry news Nargon
GST-free fruit and vegetable policy falls out of the election basket
69
Resource directory
66
70
Feature
For the love of cider
76
BWS industry news
71
See your sales blossom this spring with
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e ditor ’s note Vol 18
No 9
october 2012
issn 1175-8279
Incorporating
Serving the business of manufacturing, logistics and supermarketing
tamara rubanowski – editor editor@fmcg.co.nz
peter corcoran – account manager Mob: 021 272 7227 peterc@mediaweb.co.nz
Miles Gandy – Account Manager Mob: 021 266 8145 miles@cooperstreet.co.nz
Trish day – BWS Account Manager Mob: 027 561 6556 trishd@mediaweb.co.nz
Production Manager Fran Marshall (09-832 0024) franm@mediaweb.co.nz
Design Cherie Tagaloa
Subscriptions subs@mediaweb.co.nz 09-529 3000 $90.00 a year (incl GST) for 11 issues Australia $150.00 Rest of the world $190.00
Printing & Pre-press PMP Print
Publisher
Mediaweb Limited PO Box 5544 Wellesley Street, Auckland 1141 115 Newton Road, Eden Terrace, Auckland 1010 Phone 09-529 3000, Fax 09-529 3001 www.mediaweb.co.nz
Change is (almost always) good Recent findings by National Research showed that nine out of 10 New Zealanders prefer to buy products that are made locally – where price and quality are equal with imported product. The research also showed that the BuyNZ Made Kiwi logo is recognised by 95% of New Zealanders. With this issue we are introducing a brand new section and we’d like your input. In association with BuyNZ Made, our new section features the benefits of membership, case studies, the latest news and the people behind the excellent products that are proudly made and grown in New Zealand.Turn to page 24 to find out more and please email us if you wish to share your story. For the first time in 16 years the annual Foodstuffs Expo came to Hamilton and it was a welcome change. More than 2500 Foodstuffs suppliers and staff from around the country gathered at the new venue, with over 200 exhibits showcasing the latest grocery innovations and products. NARGON and the FMCG magazine team were among those in attendance at the Expo, which was all about creating new connections and better business outcomes.We bring you the highlights on fmcg.co.nz. While talking to people in the industry and researching our features I always learn something new. I was astonished to
hear that cider was “the drink of choice for women between the 1930s and 1970s” and was often served at balls as a punch. Cider went out of favour for a while as wine started to become more popular in New Zealand, but it has made an amazing comeback recently. We take a closer look at this phenomenon on pages 70-75. Did you know that the average American consumes 13kg of packaging per year, the average in Japan is 15kg and in India it is just 0.3kg? However, these figures are likely to change soon with the recent announcement that new government initiatives in India aim to pump over US$25 billion into the food sector by 2015. India has given the green light for foreign supermarkets to enter the country, which means that chains such as Tesco and Walmart will be able to own up to 51% of Indian subsidiaries, allowing them entry into a new market with massive potential. Speaking of overseas markets, some manufacturers have combined their NZ and Australian operations, marketing their brands within the ANZ region as if the two markets were one and the same. Does the geographical proximity mean that New Zealanders think and shop like Australian consumers? The experts at Shopability tackle this interesting topic on pages 52-53. Enjoy this bumper issue,
The opinions and material published in FMCG are not necessarily those of the publisher except where specifically stated. © 2012 Mediaweb Limited. ISSN: 1175-8279 (Print), 1179-8718 (Online).
Tamara Rubanowski editor@fmcg.co.nz
Official b2b magazine for the Gluten Free Food & Allergy Shows. Media partner Nargon Supplier Awards. Media partner Fine Food NZ 2012.
Corporate Social Responsibility Mediaweb supports the following organisations:
Redwood Cider Co loves cider; it’s as simple as that. Which is why cider is all we do. We think about it, scheme about it, dream about it and, occasionally, we just enjoy it – all in the name of research, of course. We’re NZ’s experts and innovators of cider. We’ve been making the stuff since 1947, so we’ve learned a thing or two about fermenting fruit, and snapped up a few medals along the way. Out of our dedicated Nelson cidery comes the country’s largest and broadest portfolio of cider brands. Talk to us today about how we can make your total offering a damn good one, and give your customers something they’ll return for. Cheers, Redwood Cider Co, Australasia’s most-awarded cider company
0800 CIDERS (243 377) orders@redwoodcider.co.nz www.redwoodcider.co.nz
news FGC Lifetime Achiever Award for Ron Vela Grocery sector titan Ron Vela received the Food & Grocery Council (FGC) 2012 Lifetime Achiever Award for his outstanding contribution to the New Zealand food industry. George Adams, chairman of FGC announced and presented the award in front of over 650 grocery industry leaders gathered together for the annual Grocery Charity Ball in Auckland, which was raising funds for the charity “Look Good, Feel Better”. “Ron has had an outstanding career in the New Zealand food industry and has held leadership roles in some of New Zealand’s most successful and respected food companies. “We pay tribute to his leadership and his success, the combination of which has made such a significant contribution to the New Zealand economy. “He has been a tireless champion for our industry and it was a pleasure to present Ron with this award on behalf of our members,” Adams says. Vela was appointed in August 2006 as group managing director and CEO of both Griffin’s Foods and Tegel Foods
George Adams, chairman of FGC, presents the award to Ron Vela.
soon after being acquired by Pacific Equity Partners (PEP). In March 2008 Vela was also appointed executive chairman of both businesses. He was also a non-executive director of Independent Liquor whilst under PEP ownership.
“Ron has had an outstanding career in the New Zealand food industry and has held leadership roles in some of New Zealand’s most successful and respected food companies.” George Adams, chairman, FGC Previously, Vela was employed for 20 years in various senior roles by Goodman Fielder, the largest food company in Australasia. As managing director NZ, Vela managed the consolidation and integration of all six business units of the $1 billion Goodman Fielder NZ in 2001; with significant profit improvement results over a two-year period. From 2003 to 2005 as CEO of the Goodman Fielder Baking and Commercial Division for Australasia/Pacific, Vela was responsible for driving significant earnings improvement of the $2 billion business which had 6000 employees operating across 52 facilities. Vela has formerly been a vice chairman of the NZ Food & Grocery Council Board, a member of the NZ Business Roundtable, the NZ Food & Beverage Exporter’s Association Executive, and NZ Listed Companies association executive. l
New Four Square opens Foodstuffs has announced a new food market for Panmure in Auckland, with Four Square opening its doors to the community on September 25. The Four Square is located on the site of the former New World at Jellicoe Court, but with a new look and feel. Owner/operator Danny Pickett says: “The opening is very exciting, and it’s great for Four Square to be part of the Panmure community. The store will be a Four Square with a difference, delivering the great convenience offer customers have come to expect from this iconic Kiwi brand, along with fantastic value and a wide range of products, including a strong fresh foods offer.” Angela Bull, general manager property development of Foodstuffs (Auckland) says, “Foodstuffs is committed to Panmure. The store is in such a convenient location, and
10
FMCG OCTOBER 2012
Four Square owner/operators Danny and Rachel Pickett.
offers shoppers plenty of parking. We are really delighted to be back in the community with a great Four Square store.” l
Fastest Growing Men Skincare Brand in New Zealand*
2 Men Skincare Brand*
#
$ growth MAT 09/09/12
$462K
Male Skincare* +10.3%
$377K
Men Expert*
Men Expert accounted for more than
+42.2%
80% of the growth of the category.
1. PENETRATION Increase penetration of consumers buying Men Expert Moisturisers
2. REGIME Increase basket size and spend by encouraging shoppers to increase their care regime CLEANSE / SHAVE / MOISTURISE
3. TRADE UP Increase $ per perchase by 30% by trading consumers up to a premium * Aztec Datas Total Key accounts, Male Skincare MAT 09/09/12.
brand ($16.36 Men Expert vs $12.14 category)*
STEP 1
STEP 2
STEP 3
CLEANSE
SHAVE
MOISTURISE
FOR MORE INFORMATION PLEASE CONTACT YOUR L’ORÉAL TERRITORY MANAGER.
news Countdown announces pharmacy plans Countdown has revealed its intention to develop a pharmacy offering within its supermarkets. Countdown Pharmacy will be a joint venture partnership with experienced New Zealand pharmacist Lindsay Smith, offering prescription and pharmacy-only medicines at selected Countdown supermarkets. Countdown Pharmacy has been developed to bring customers the convenience and value of Countdown supermarkets to a pharmacy offering. Each Countdown Pharmacy will be operated by trained and registered professional pharmacists. Countdown managing director Dave Chambers said that Countdown Pharmacy was an exciting new venture for the company, and would be a natural extension to the great range of health and beauty products that our customers are increasingly buying. “Our customers have already embraced the concept of buying health and medical products in supermarkets, so the move to offer prescription and pharmacy-only products is another way we’re offering that one-stop-shop in a retail environment,” Chambers said. There are currently plans to launch Countdown Pharmacy at two supermarkets in 2012 subject to regulatory approvals. The stores are the new Countdown in Newtown, Wellington and Countdown Rangitikei Street, Palmerston North. There are plans for more Countdown Pharmacies to open in other stores in the coming year.
Countdown Pharmacy business manager Jeremy Armes said the full-service pharmacy model will be operated as a ‘store within a store’ by a full-time pharmacist, featuring a private consultation room and a full range of prescription and pharmacy-only medicines. Countdown will leverage its buying and distribution skills to deliver leading medicine brands at low prices to Kiwi households. Countdown Pharmacy would also deliver increased competition in the New Zealand pharmacy market. “As a retail provider, we work hard to reduce costs and provide value for our customers, and Countdown Pharmacy won’t be any different,” Armes said. l
Innovation for car park safety New World is directly tackling the issue of car park safety with the launch of ‘Park Safe’, the first programme of its kind in New Zealand. The Park Safe programme is designed to enhance safety for both drivers and pedestrians alike at New World car parks. It includes slower speed limits, easy-to-read signage, ‘check before you step’ strips, extra highlighting of hazards such as pillars and trolley bays, bright red and white coloured pedestrian crossings, and safety vests for staff. Foodstuffs New Zealand managing director Steve Anderson says the Park Safe programme is the first of a number of innovations rolling out across the group in the coming months. “We decided to start in the car park with some new approaches to help protect our customers and their cars. It’s not a dangerous place today, but cars do get damaged and we believed it was a great opportunity for innovation. “New World is all about creating New Zealand’s favourite grocery experience, and we want to start this even before
12
FMCG OCTOBER 2012
people enter the store. These changes are our way of going the extra mile to ensure customers have a safe, enjoyable shopping experience with us,” says Anderson. Simon Hobbs, head of product, AA Insurance says the New World Park Safe programme is a great step forward. “We all know that vehicle accidents in car parks are a common problem, so anything that helps to educate drivers to be more aware of hazards and pedestrians in high-risk areas, such as supermarket car parks, is a great idea.” The 2011 AA Insurance Drivers Index found that vehicles were most likely to be damaged while parked at the supermarket (42.8%), followed by shopping centres (24.7%), at home (7.1%) and school/university (6.7%). The programme will be initially piloted at New World New Lynn, New World Miramar, New World Nelson City and New World St Martins in Christchurch and then will be rolled out to the majority of New World stores nationwide over the coming six months. l
n a rgo n
Online security Extreme care needed with staff use of the internet, says Trina Snow. Trina Snow, executive director, NARGON.
In April last year, MPs voted overwhelmingly for an innocuous sounding piece of legislation called the Copyright (Infringing File Sharing) Amendment Act. The stated intent of the Act was to stamp out internet piracy and to stop the illegal sharing of copyrighted material. Although it passed by 111 votes to 11, the law was hugely controversial. The Green Party and then independent MPs Chris Carter and Hone Harawira all voted against it. Many in the online community were fiercely opposed and “blacked out” their profile pictures on Facebook and Twitter in protest. Such was the feeling around the legislation that the Nationalled Government took the very unusual step of passing it under urgency in the House. The Copyright (Infringing File Sharing) Amendment Act has potentially significant implications for every store in New Zealand. Basically, if staff access illegal file sharing sites or download copyrighted material using the store’s internet connection, the employer is entirely liable. Under this law, the account holder (the person who owns the Internet account) is liable even if he or she was not the person who broke the law. Basically, if your name is on the internet bill, the law holds you accountable. This is quite different from a car owner’s liability for speed camera fines. There, the car owner can claim an exemption if someone else was driving the car and they are able to name that person, or if the owner took all reasonable steps to identify the driver but could not ultimately do so. Under the Copyright (Infringing File Sharing) Amendment Act, the internet account holder’s liability is absolute. No matter who commits the offence, the account holder will get the infringement notices and, ultimately, can be heavily fined and even banned from the internet for repeated violations. Account holders can receive two notices (warnings) with a third notice allowing the copyright owner to
14
FMCG OCTOBER 2012
take them to the Copyright Tribunal. Depending on circumstances, of course, generally the minimum penalty is a $275 fine but this can go to a maximum of $15,000. Those fines are paid to the copyright owner rather than the Government. The account holder can also be banned from operating an internet connection for up to six months. These penalties can have a significant impact on business. Furthermore, all allegations of copyright infringement made against the account holder by the copyright owner are presumed to be correct unless contested by the account holder. This is also a reversal of the usual burden of proof. Copyright holders can easily make complaints which account holders will then have to refute if they believe they are innocent. Business New Zealand, the country’s largest employers’ group, says all businesses need to be aware of this low-profile law. Already, a number of businesses which used to provide WiFi internet connections to staff and customers have stopped doing so for fear of their liability if illegal material is downloaded without their consent or knowledge. There are three steps that businesses should consider in order to cover themselves from excessive risk under this legislation. The first step is to amend the store’s disciplinary policies to make it clear that illegal file sharing and downloading on the employer’s internet connection constitutes serious misconduct. Second, employers should consider engaging an internet security expert to block known file-sharing sites and to monitor what is being downloaded on the business internet connection. Finally, legal advice should be taken about making provision for an employer to recover any loss or damage sustained through an employee’s illegal internet usage.This puts the responsibility back onto the person choosing to download the offending material. While many in the retail grocery industry will not have heard of this law, it has the potential to affect every store in the country. We work in a digitally connected world. Employers need to take steps to ensure they control what is downloaded or shared on their internet account. A full copy of the Copyright (Infringing File Sharing) Amendment Act is available online at: h t t p : / / w w w. l e g i s l a t i o n . g o v t . n z / a c t / public/2011/0011/latest/DLM2764312.html.
@
What’s online
fmcg.co.nz FMCG has a few web exclusive features to get you clicking.
Sweet passion Thomas Schnetzler has the enviable task of indulging his passion every day at Lindt & Sprüngli. What does it take to become a master chocolatier? Find out in our exclusive interview on fmcg.co.nz.
Foodstuffs Expo 2012 More than 2500 Foodstuffs suppliers and staff from around the country gathered at Claudelands in Hamilton, with over 200 exhibits showcasing the latest grocery innovations and product solutions. See the highlights on fmcg.co.nz.
New Products
Cool delights What’s new in frozen desserts and ice creams? Visit fmcg.co.nz to see some of the key trends and new launches in these categories.
Managing sales success
PL US
From Nivea For Men 3-in-1 shower gels to Kapiti Kitchen fruit syrups – take a sneak peek at some of the latest product launches online.
Kevin Vincent (MBA Distinction), director of Vincent Nugent, explains critical success factors and performance indicators in his online column.
An extensive archive of previous issues of FMCG you may have missed as well as news, category reports and more.
b e ef + lam b
Beef + Lamb Iron Maidens Ashley Gray, marketing & communications executive, Beef + Lamb New Zealand Inc.
Three Olympians are revealed as new ambassadors, reports Ashley Gray.
It has been a remarkable past few months not only in New Zealand, but around the world, following what many are calling the most successful Olympic Games ever. All of our athletes made New Zealand proud with countless moments which will be remembered for a long time to come. But for us here at Beef + Lamb New Zealand, two names stood out from the rest; Lisa Carrington and Sarah Walker. Recently we’ve been looking long and hard at our current marketing initiatives and although the ‘Iron Maidens’ concept had come up in discussions, it wasn’t going to be the sole focus of our marketing strategy going forward.
16
FMCG OCTOBER 2012
However, none of us anticipated just how much attention Lisa and Sarah were about to receive for their successful Olympic campaigns. Once we saw the hype created around Lisa and Sarah, we decided they were absolutely the way we had to go. While the media attention continues, Kiwis have taken these two talented sportswomen into their hearts. It became very clear to us the two of them could revive the ‘Iron Maidens’ campaign – something that had proven so successful for us in the past. The term ‘Iron Maidens’ was first coined in 2004 when the Ever-Swindell twins and Sarah Ulmer took to our screens with the infamous red meat ‘boogie’.This jingle, along with the girls, quickly became synonymous with beef and lamb and remains one of the stand out campaigns this organisation has produced, to this day. Perhaps the most well known of the two, leading up to the Olympics, was Sarah – BMX World Champion. Sarah has been an Iron Maiden since 2008. She won silver at the 2012 London Olympics building on her first Olympic experience – a fourth placing at the 2008 Beijing Olympic Games. For Lisa, a flatwater canoer, 2012 was her first Olympics but she certainly knew how to make an impact, setting a new Olympic record and winning gold in the Women’s K-1 200 metres. This is the same event she won in 2011 at the ICF Canoe Sprint World Championships; the first New Zealand woman to achieve either of these feats. At the time of writing, we have just confirmed our third Iron Maiden, Paralympics Swimmer, Sophie Pascoe. Sophie will join Lisa and Sarah as our top level Iron Maidens after a hugely triumphant performance in London at the Paralympics Games, where she won three gold and three silver medals. So what lies in store for the Iron Maidens? The girls will feature in a series of TV commercials, which we promise will be bigger and better than ever, not to mention delivering key messages to inspire today’s target audience. We want to showcase our girls’ sparkling personalities and we believe the concept we’re currently exploring will do just that. So stay tuned – you’ll be seeing more of Beef + Lamb New Zealand’s Sports Ambassadors in action very soon. Sarah Walker, Sophie Pascoe and Lisa Carrington.
TM
MUMS KNOW GLASS CAN BE TRUSTED. “We make little choices every day—what to buy, what to eat—that affect our health and our lives,” says Mirella Guedes Campelo. “I try to choose the best things for my family. For me, food that comes in glass is just healthier. I think it’s safer. It’s a small step, but it matters to me.” GlassIsLife.com makers of pure healthy, trustworthy glass packaging
© Owens-Illinois, Inc. OCTOberOct 2012 FMCG 17 10525.1.1.22
hea r t found at io n
Healthier snacking with the Tick More and more consumers are demanding healthier snack options for themselves and their children, finds Libby Evans.
Libby Evans, Tick marketing coordinator, Heart Foundation.
With 21% of New Zealand children aged 2-14 years overweight and 8% obese according to the most recent New Zealand Health Survey (MOH, 2008), healthier product alternatives have never been more necessary. One of the main aims of the Heart Foundation Tick programme is to reduce negative nutrients such as energy, saturated fat and sodium in the New Zealand food supply. With 58 licensees and over 1000 products currently on the Tick programme, the Heart Foundation has made considerable headway towards achieving this ongoing goal. The Tick provides an independent, reliable endorse-
ment for consumers. In today’s fast-paced, time-poor environment, this enables people to make healthier choices in just a few seconds. There are a number of healthier snack products on the Tick programme and the team works closely with licensees to ensure that products have been independently tested and meet the strict nutrient criteria. “The Tick is important as the brand has credibility and consumers trust in it. We have the Tick on our products [Fruitsies and Milkies bars] so it gives mums and dads reassurance that the products are nutritionally sound,” says Luke Courtney, senior business manager of Tasti Products. Fresh fruit and vegetables also make great snacks for school lunchboxes, and they all qualify for the Tick. Currently we have over 200 on the Tick programme. “We supply delicious fresh fruit and vegetables to many shops across New Zealand… and we include the Tick on our packaging wherever possible and have been doing so for the last three years,” says Sarah McRae, marketing manager, Freshmax NZ. The Heart Foundation Tick programme is committed to fostering and developing new licensee relationships to ensure that improvements in the nutritional profile of New Zealand’s food supply are continually developed. To find out more about becoming a licensee, simply email us at contacttick@heartfoundation.org.nz.
100% pure organic made from ripe pomegranates
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18
FMCG OCTOBER 2012
Get the Tick The Tick is displayed on over 1,100 food products, making it the most prominent and visible certified trademark in the market place. Tick licensees can leverage the power of the Tick logo both on pack and in advertising.
Strongly agree or agree Agree a little
Consumer research I am more likely to try a product if the Tick is on it.
I trust the Tick.
52
16
73
68%
13 86%
Licensee benefits t Free marketing opportunities to showcase your Tick products through our Tick Talk e-newsletter which reaches over 30,000 household shoppers t S howcase your Tick products and recipes in our Tick shopping guide and Tick recipe guide (over 50,000 print run per annum) t Opportunities to leverage special events such as the Auckland Food Show.
I feel more positively towards brands that have the Tick than those that do not carry the Tick.
64
14 78%
The Tick makes it easier for me to shop for healthier food choices.
66
8 74%
Recent consumer research showed that 85% of main household shoppers recall seeing the Tick on food packaging or labels. Statistics from Phoenix Research, Awareness Usage & Attitudes June 2012
A word from our Licensees " The Tick is more than just a symbol. There's a
team of people behind it, promoting it and supporting users like me to create brand awareness". Paul Jolly – Company Director, 100% Nutz Ltd " The relationship we have with the Heart Foundation and the Tick brand is paramount to us... we include the Tick on our packaging wherever possible and have been doing so for the last 3 years."
Sarah McRae – Marketing Manager, Freshmax NZ Ltd
Get the Tick now Contact the Tick Team today at tick@heartfoundation.org.nz and quote ‘FMCG’ in the subject line. For more information visit www.heartfoundation.org.nz/GetTick
FRESH & LOCAL Specialist resource writer John Clarke highlights developments in produce, fish and meat supply. fish & SEAFOOD
ON THE WAY Strawberries, globe artichokes, new potatoes, flounder and mullet.
IN THEIR PRIME Asparagus, NZ hot house tomatoes. NZ navel oranges, lemons, limes, and tangelos. Snapper, whitebait, Pacific oysters, green lipped mussels and scallops. Cervena, if you have customers who can afford it, and veal.
ON THE WAY OUT Fresh hoki, hake, ling, piper, orange roughy and mandarins.
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Kahawai Always a good time for kahawai and the price is always right. Ling The fresh season for ling will run until November and was approved of by all tasters in our recent fish tasting of fresh fish available in the market at this time of year. Moki (blue and silver) The season for this beautiful fish is again under way and this is a very good option at this time of year, reasonably priced too. Flounder will be coming out of their moribund state from now on so volumes are about to increase as we move into the warmer weather. Mullet become more available from now on also. Porae This fish turns up in the market somewhat inconsistently but at another recent tasting this fish was one of the best for taste and texture. Better priced than most other fish in the sea â&#x20AC;&#x201C; so keep an eye out for it. Snapper are schooling in the Hauraki Gulf again so expect the numbers to go up and so, with luck, the price should come back. Trevally This fantastic common fish is usually well priced and came out well in the taste test also. The main season is about to start. Turbot and brill These wonderful large flatfish are turning up in our fresh fish markets more consistently now and are in the top rank of our more southern fish. This is also a good entry fish for customers that do not like strongly flavoured (fishy) fish.
Warehou This is another southern species. The main season is on and the price is always reasonable.
MEAT With the generally early spring around the country feed is in plentiful supply for this time of year. But red meat is still at good value compared with the last couple of years. Sheepmeat Lamb schedules are trending up slowly but at only 543c/ kg on average this is still a whopping 180c/kg behind the same stage last year and equating to $31.50/hd for a 17.5kg lamb. Local trade lamb prices have not moved for 12 weeks in the north and six months in the south. Mutton is best buying and schedule prices continue to be soft. Beef Local trade beef prices have remained steady at 440-450c/kg. Farmed venison Spring venison supply looks steady but the schedule has been rising slowly over the past month or so and the outlook is for a slight rise. But then you expect this with the October chilled deadline for the European Christmas market fast looming. Veal is available for another month or so and is the furry meat that is best value for money. Look out for the new rose veal entering the marketplace this month also. Pork Some say the Australian pork is better than ours. Well, that may be, but give me 100% New Zealand pork any time; at least I know whatâ&#x20AC;&#x2122;s in it.
FRUIT
VEGETABLES
Apples are tailing off; Royal Gala is about done and all the other New Zealand apples will effectively be gone by the end of October. Then it is imported product for a while, they look good though. Avocados The new season Hass and Hayes (pebbly skinned), our best avocados, are here in good numbers and the price has dropped back. Cherimoya also known as the custard apple has arrived in the marketplace. They ripen in late winter and early spring and you really should take a punt and try them. Citrus This is the time for our local citrus varieties. Tangelos will be good buying from now on and are popular with shoppers. Kiwis The main crop New Zealand fresh fruit is running strong with good fruit available. Mango Plenty of the Mexican variety has hit these shores and very good value they are too. Pears Imports are in again. Persimmons have been another good winter fruit but will finish soon. Stone fruit Still a little while to wait for Kiwi stone fruit. First in late November will be the early cherries but they have very poor shelf life. Strawberries The first New Zealand strawberries have arrived in the markets.
Artichokes (globe) will be in the markets in a month or thereabouts with supply increasing. Asparagus The first New Zealand new season spears are here though stock seem low in the market at present. Early prices are exorbitant as usual but will soon fall back as spring moves on. Beans The New Zealand glasshouse season for the flatter varieties, (such as Mangere Pole), start this month. The outdoor round â&#x20AC;&#x2DC;Frenchâ&#x20AC;&#x2122; beans, (mostly Gisborne grown) will not reach the market until November. Presently it is Aussie product. Brussels sprouts are still hanging well but volume will fall off in October. Capsicum Almost all the New Zealand-grown varieties are starting to come in again. These will be locally grown hothouse (usually hydroponic) and at a price, but there is plenty of Aussie and Island stuff around. Cucumber The main time for fresh Kiwi short cucumbers has passed, but the telegraphs have come back â&#x20AC;&#x201C; shocking prices and all hothouse. Garlic Less New Zealand garlic around but the imports are coming in bulk mainly from China and the USA. The American garlic is better, but very expensive. Kumara All varieties of the last seasonâ&#x20AC;&#x2122;s crop are starting to lose a
little quality but donâ&#x20AC;&#x2122;t appear to be too woody yet, so it is going to be up to you to demand the best available. Parsnip Is still good, but falling off. Potatoes Lots of good quality main crop potatoes available, but watch for greening. The (so called) Maori potato varieties are losing condition. New season potatoes are now in the markets in small quantities. Tomatoes New Zealandâ&#x20AC;&#x2122;s main crop hothouse fruit is now available, expensive though. Yams This great little vegetable will still be around for another month.
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The real cost of plain packaging Katherine Rich wonders whether we are taking all the ramifications into account.
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rademarks have been around since humans established any form of commerce. They have been used not only to show who made the products but also who owned them. Cave drawings from around 5000BC show bison with symbols on their flanks, presumed to be ownership marks. The ancient Egyptians, Greeks, Romans, and Chinese used stamps or markings to indicate who made a product so people knew who to blame if there was a problem with it. In 1266,
ever have imagined. So much so that most successful businesses now list their brands and trademarks in their books as an asset. So, while most people may shrug their shoulders and say, “trademarks – who cares?”, for a lot of businesses it’s a significant and highly prized part of their operation. This explains why many businesses are concerned about recent calls for plain packaging on products which public health activists have deemed to be detrimental to our health. That concern has been
From an FMCG industry perspective, rubbing out a company’s legal right to commercial expression, as granted by the Trade Marks Act, also has serious ramifications for our status as a trading country. the Bakers Marking Law, which governed the use of stamps or pinpricks on loaves of bread, was passed in England. It is one of the earliest known laws on trademarks. Fast forward to the 21st century, and nothing much has changed from those early days of commerce – apart from the fact that the markings and designs which distinguish a business or product have become much more valuable than the caveman who branded the flanks of his bison could 22
FMCG OCTOBER 2012
heightened by indications that the Government may even be listening. Those calls have centred on products as diverse as alcohol, infant formula, and hamburgers, and, of course, the current focus on tobacco. The supposed rationale is this: remove the colour and design and anything else that makes for glitzy and enticing packaging, and people will be less attracted to it, buy less of it, and that will solve the supposed ‘problem’. The flaw in that argument is that
because plain packaging – for any product – has yet to be put into practice anywhere in the world, there is absolutely no evidence it has any effect on changing people’s buying habits, irrespective of the reasons for doing it in the first place.
Considering the risks There are many implications for removing trademarks or branding from products. The most serious of these to New Zealand consumers is the threat to health and safety where food products are involved. Because plain packaging is easy to reproduce, products are more prone to counterfeiting by manufacturers who don’t have to abide by strict standards around ingredients, hygiene, and testing.The result is obvious and frightening. But this is not just a debate about a company’s ability to sell its goods on the New Zealand market based on the goodwill and trust its products have built up over many years. From an FMCG industry perspective, rubbing out a company’s legal right to commercial expression, as granted by the Trade Marks Act, also has serious ramifications for our status as a trading country. And for a country that relies for its existence on its ability to sell on international markets – deriving as we do something like 50% of our income from exports – that’s something that cannot be ignored. The Trade Marks Act is tied closely to two trade agreements to which New Zealand is a signatory – the Agreement on Trade-Related Aspects of Intellectual Property Rights
featu re
(TRIPS) and the Paris Convention for the Protection of Industrial Property. TRIPS was established to reduce distortions and impediments to international trade, and to ensure intellectual property rights do not restrict legitimate trade, while the Paris Convention sets standards of protection that countries must comply with. Opinions on this are divided, but one body of thought says that if New Zealand were to introduce plain packaging then manufacturers would have to cease using their trademarks, and that would represent a failure to provide adequate protection for those
assets. That could make us in breach of the trade agreements and expose us to dispute proceedings at the World Trade Organisation. The resulting damage to our reputation as a good, reliable trading partner would be huge, and the impact on our export income incalculable. I sometimes wonder if any of this occurs to public health activists who blindly call for plain packaging as if it’s some sort of magic wand that will solve all our ills. But let’s assume for a moment that we wouldn’t be in breach of international trade agreements, and we send
Katherine Rich, CEO, NZ Food & Grocery Council. Email: Katherine.rich@fgc.co.nz
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our products overseas in plain packaging. Picture that leg of Canterbury lamb, pack of Anchor butter, or tin of Karicare Infant Formula sitting on a supermarket shelf somewhere in Europe or Asia in their plain brown wrappers alongside products from … well, who knows where. How would anyone who trusts New Zealand and its 100% Pure brand be able to tell the difference? And what would that do to our trade? Before New Zealand makes up its mind on plain packaging, it’s important to take into account all the long-term international costs of the decision.
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For nearly 150 years New Zealanders have turned to us for knowledge on the issues affecting our country. We’ve celebrated the best and confronted the worst. We’ve seen this country change, and now we’ve also changed, for the better. To book an ad in the new weekday Herald contact your APN account manager on (09) 373 6400 or to find out more visit www.nzherald.co.nz/themoreyouknow.
OCTOber 2012 FMCG
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Made in NZ FMCG finds out how the Buy New Zealand Made campaign benefits local manufacturers and retailers and talks to some of the people behind the wonderful products that are proudly made here.
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B
uying local is a concept which has grown and taken on new meaning in the decades since the development of a globalised marketplace. But with the Buy New Zealand Made campaign about to reach its quarter-century milestone, the buy local message runs deep in our little corner of the South Pacific. Buy New Zealand Made is a lifestyle. Established in 1988, the Buy New Zealand Made campaign’s emphasis has shifted over the years, but the basic aim of encouraging consumers and organisations to buy New Zealand goods and services wherever possible has remained the same. Quite simply, the Buy New Zealand campaign is about encouraging people to buy and sell New Zealand-made products. The concept is an easy one to sell, particularly in the FMCG industry. Kiwis love New Zealand-grown food and New Zealand-made products and most prefer to buy them too. A Research International survey shows the Kiwi-in-a-triangle trademark is recognised by 87% of adult New Zealanders, and more than 94% prefer New Zealand products over those made in other countries – so if your product is New Zealand made, use the logo to clearly identify it as such. Buy New Zealand Made’s new website launched in September and features a section promoting members’ New Zealand-made products
sold in stores. This enables consumers to see where New Zealand-made products can be purchased, and helps stores to identify the same. As well as a licence to use the logo, there are many other member benefits: Double your brand power – The iconic ‘Kiwi-in-a-triangle’ logo is a great marketing tool for businesses. It provides a unique selling point and adds value to your own brand. Basically, if your product carries the kiwi trademark, your customers can be certain they’re buying local. Drive traffic – Gain traffic to your website through the campaign website, through your online profile, featured products and advertising banners. Connect & Exchange – Become a member and you automatically gain access to networking opportunities with over a thousand manufacturers and retailers. You’ll also gain exposure to customers who go to our website specifically looking for New Zealand–made goods, all available in one handy marketplace. Membership providing the licence to use the ‘Kiwi-in-a-triangle’ logo is open to anyone who manufactures or sells New Zealand-made products and services. Shoppers can join up too, just by signing up at www.buynz.org.nz.
Join up as a manufacturer To become part of the Buy New Zealand Made campaign and use the iconic logo on your products, simply
made i n N Z
Celebrating local industry
A message from Phil O’Reilly, CEO BusinessNZ
Buy New Zealand Made celebrates
join up online at www.buynz.org. nz. There are two options for manufacturing membership: Cottage Industry (for companies with an annual turnover of less than $200,000), and Manufacturing Members. Cottage Industry membership only costs $75 + GST per year and Manufacturing memberships start from $150 + GST.
Join up as a retailer Membership is open to retailers who sell New Zealand-made products, for the small cost of $50 + GST per year for each store. Retailers can display the Kiwi-ina-triangle logo in store and on their website (labelling actual products with the logo is restricted to manufacturers of the product themselves). Join up online at www.buynz.org.nz.
local manufacturing There’s a lot to celebrate – from firm
that add value to New Zealand’s
s
traditional food and fibre-based
products, to those contributing key elements to international supply
chains, right through to software-bas
exporting enterprises – the success
ed and high-tech
stories are many. New Zealand has always had strengths in manufacturing, from farm equipment in early days to the enormous range of locally manufactured products now available . The Buy New Zealand Made campaig n has been promoting this success story since 1988. Creating distinctive branding and mar keting collateral to make local goods instantly recognisable , running advertising campaigns, supporting local trade show s, lobbying for government procurement – the Buy New Zealand Made campaign has been a true supporter of New Zealand manufacturing. Going beyond advocacy, the Buy New Zealand Made campaign now hosts a sophisticated online service www.buynz.org.nz that helps local busi nesses sell online. In nearly 25 years, the message has not changed – buying locally-made products is good for New Zealand. Having a vibrant New Zealand manufacturing sector is just as important now as it was in 1988. The Buy New Zealand Made campaig n – celebrating New Zealand products and helping local firm s achieve success – is an essential part of the New Zealand manufacturing scene. Phil O’Reilly, CEO BusinessNZ
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m ad e i n NZ Quarter Century Campaign
FAST FACTS • Buy New Zealand Made campaign established 1988 • Is a great marketing tool bringing significant benefits to local businesses • Lobbies Government to influence state sector purchasing practices • Kiwi-in-a-triangle trademark encourages shoppers to buy New Zealand-made • Research International survey shows Kiwi-ina-triangle trademark is recognised by 87% of adult New Zealanders, and more than 94% prefer New Zealand products over those made in other countries • Website www.buynz. org.nz helps members sell their goods online; includes member directory and portal for members to order logo labelling merchandise and download branding artwork • Allows members to adapt Kiwi-in-a-triangle logo colours to suit their own branding • Website www. lovechristchurchmade.org. nz with online directory, aids Christchurch businesses in the wake of Christchurch earthquakes
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Next year the Buy New Zealand Made campaign celebrates 25 years of history. Here’s a timeline overview of how the campaign has developed over this time: • November 1988 Buy New Zealand Made campaign launched by Manufacturers’ Federation and Council of Trade Unions with principal sponsor, Printpac-UEB • 1988 Buy New Zealand Made is now a wholly-owned subsidiary of Manufacturers’ Federation, licensing the use of Kiwi-in-a-triangle trademarks and logos – manufacturing members can use the logo on qualifying goods, under the Fair Trading Act, labelled ‘Made in New Zealand’ • 1988/89 TV advertising promotes Buy New Zealand Made campaign • 1990 Buy New Zealand Made lobbies Government to influence state sector purchasing practices • December 1990 The Prime Minister and Minister of Commerce write to the heads of all government departments asking them to ensure that local producers are given full and fair opportunity to compete for their business • 1990 New TV campaign featuring Dame Kiri Te Kanawa • 1991 NZ Industrial Supplies Office established in the Ministry of Commerce to improve information for government buyers about domestic industry capability and availability of domestic products and services • 1992 Mandatory country of origin labelling applied to clothing and footwear and use of the Kiwi logo continues to grow • 1994 TV campaign featuring Kenny the Kiwi, encouraging people to ‘Buy New Zealand Made and Keep Your Country Working’ • 1999 Buy New Zealand Made campaign changes emphasis from encouraging the purchase of locally made goods in preference to imported ones, to specifically
promoting members’ products, adding value to their companies by increasing sales • May 2001 Employers’ and Manufacturers’ Federations merge to become BusinessNZ which takes ownership of the Buy New Zealand Made campaign • 2001-2005 Promotions include newspaper advertising supplements, sponsorships and ‘The Great New Zealand Christmas Stocking’ campaign where shoppers purchasing New Zealand-made goods go into a draw for a giant stocking filled with New Zealand-made goods • March 2005 Prime Minister launches Retail Membership category • 2006 Blue and gold designer logo launched to support the fashion industry • 2007 ‘New Zealand Grown’ logo launched to apply to non-manufactured produce; bilingual red and black logo launched to coincide with Maori language week • 2008 Buy NZ Made re-launches www.buynz.org.nz including a member directory and portal for members to order logos and collateral online and download branding artwork • 2008 – The present Buy New Zealand Made campaign continues to support members at Trade Shows • 2009 www.getnzmade.co.nz launched for those seeking to purchase New Zealand-made goods online • 2010 Cottage Industry Membership category introduced to support smaller businesses • 2011 Black & silver 2011 logo created for Rugby World Cup • 2011 www.lovechristchurcmade. org.nz launched to help re-establish Christchurch businesses following major earthquakes • Sept 2011 www.buynz.org.nz revamped with a focus on helping members sell their goods online, drive traffic and increase networks, build relationships and interaction, while integrating with www.getnzmade. co.nz.
Good Kiwis buy New Zealand Made Got an FMCG product that’s made in NZ? Why not shout about it? Join Buy NZ Made and get access to the ‘NZ Made’ logo to put on your products. It’s recognised by 87% of shoppers, with 94% of kiwis saying they prefer to buy NZ Made. With a new website completely dedicated to New Zealand Made, we’re making it easier for consumers to find you and your products.
www.buynz.org.nz
d by e s i n og Rec Kiwis f o 87%
Cookie Time founder Michael Mayell.
Cookie Time reveals brand new look Cookie Time (CTL) has rolled out the first of more than 900 signs destined to top local dairy roofs from the far North to Invercargill; and all as part of the biggest refresh of its flagship brand in 20 years. The rebrand features Cookie Time’s beloved Cookie Muncher adding his thoughts ‘graffiti’ style to the new dairy signs, as well as franchise vans and point of sale. His marker pen scribbles
play on the Cookie Time name: ‘It’s always Cookie Time’, ‘Good Cookie Times, bring them’, ‘Must be Cookie Time!’ and so on. The first of the signs went up in the company’s Christchurch hometown at Kirk Road dairy, one of the first dairies that Cookie Time founder Michael Mayell delivered to. Mayell, who started Cookie Time in February 1983 at the age of 21 when he put 70 glass cookie jars on the counter of 70 Christchurch dairies, was on hand to install the sign. The six versions of dairy signs have also been put up on the Cookie Time head office roof to mark the launch. The rebrand also features new packaging for the brand’s 20 different types of cookies. Four new products are being launched – a Nut & Chocolate Fix, brand new four packs of graduate (medium) size Chocolate Chunk and Triple Chocolate, and a new seven pack of rookie (mini) size Triple
Chocolate cookies. Michael Mayell, who owns CTL with brother, Guy Pope-Mayell says the rebrand has been a major undertaking to refresh and modernise while retaining a true Kiwi flavour. “We know the Cookie Time brand and the Cookie Muncher have an iconic place in Kiwi culture and hold fond memories for many people, so this was all about re-engaging and putting the focus on real cookies made with real ingredients – brought to you by Cookie Muncher. “With double-digit growth across the Cookie Time range, we know we’re doing the basics right. But with our 30th anniversary coming up in early 2013, we felt the time was right to do something special to set us up for the next 30 years.” CTL is in major growth mode with significant investment in brand, new plant and business systems. In March, it was voted best New Zealand-
IT'S ALWAYS COOKIE TIME! With a fresh look and tasty new product releases, Cookie Time is celebrating its biggest brand refresh in 20 years. Featuring the iconic Cookie Muncher, sharing the love as he tucks into cookies and tells his stories, the new look is rolling out across packaging, point of sale, dairy signage and franchise vans. New product releases include handy four packs of graduate (medium) size Original Chocolate Chunk and Triple Chocolate Cookies, and a Nut & Chocolate Fix – with 40% milk chocolate and premium nuts. The four packs contain individually wrapped 50g cookies, perfect for an anytime snack. And the 55g Nut & Chocolate Fix is pure temptation, combining big milk chocolate chunks with hazelnuts, almonds, brazil nuts and peanuts. So, whatever the occasion, there’s plenty of great choices to enjoy – ‘time after Cookie Time!’
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made i n N Z The company was granted a patent for One Square Meal, which confirms the meal bar as a world-class invention and the first of a new class of nutritionally balanced food and beverage – with sole rights to sell product within it.
Bluebird is the word in snacks!
owned business at the annual Grocery Retailers’ Association (NARGON) awards, also taking out gold for best small business for the fourth year running, plus a silver medal for most efficient distribution. The company has also got a big focus on international licensing mainly through its world-first One Square Meal bar, but the first offshore licensing deal for the Cookie Time brand saw gluten-free cookies released into SNAK FMCG HP Advert_V2.pdf Australia inLEJuly.
For around 60 years Bluebird has been “The Word” for Kiwis. Bluebird has marketed a range of iconic snacks that have made Bluebird and its brands household names. It is the leading snack food manufacturer in New Zealand, marketing successful brands like Bluebird Potato Chips, Doritos, Grain Waves, Twisties, Rashuns, and Burger Rings together with a range of Quaker wrapped snacks, Le Snak and Roll Ups. Advertising developed in NZ has featured the Bluebird Penguins, which are a much loved part of the company’s 1 25/09/12 9:23 PMPenguins are crazy history. The Bluebird
about Bluebird Chips and are always trying to get their flippers on them! Making the best tasting chips remains at the heart of everything Bluebird does. The company’s head office and manufacturing site is located in Auckland and 95% of products sold by Bluebird are manufactured in New Zealand. However, 100% of the potatoes, corn and of course the cheese Bluebird uses in Le Snak are sourced from local NZ suppliers. This year the company has rolled out a range of initiatives to maintain momentum in the New Zealand snacks market. This has included: • “Cool the Burn” harnessing the power of Doritos and Pepsi Max • Local Harvest Potato Chips • Bluebird “Crunch & Win” Instant Win Promotion • Quaker Snack Bite Minis • Doritos and Watties “Food in a Minute” recipe promotion.
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m ad e i n NZ The company’s most recent initiatives include Grain Waves 7 Grains & Seeds,Twisties Pizza and Saucy BBQ. Grain Waves 7 Grains & Seeds combine wheat, corn, oats and rice with the added goodness and delicious taste of barley, and poppy and black chia seeds to deliver the ultimate wholegrain chip. The product is available in Chilli & Lime and Creamy Herb & Garlic in 140g packs. Launch support included TV, outdoor advertising and in store activities. Bluebird Foods is giving Twisties extruded snacks a real twist – launching two great new flavours – Twisties Pizza and Saucy BBQ. According to Aztec Scan data Bluebird Foods holds around 70% market share* of the NZ extruded snacks market and has been a clear driver of segment growth. Research confirms consumers rated the new Twisties’ flavours well above benchmark levels. In 150 gram packs, the new products’ support included outdoor advertising, featuring Bluebird’s signature penguin helping spread the word about Twisties Pizza and Saucy BBQ. Bluebird Foods’ general manager Sean Goodwin says:“Bluebird is proud of the innovation it has rolled out this year. It has added fun and excitement to the snacks market, and ultimately
driven consumer interest…remember – Bluebird’s the word!” * Aztec data TKA Qtr to 26/8/12
Meadow Mushrooms Meadow Mushrooms was formed in 1970 by Philip Burdon and Roger Giles as a private company. Today it is the leading producer of mushrooms in New Zealand and one of the top two in Australasia. The head office is based in Hornby, south of Christchurch, with the original site in Prebbleton still an active part of production. Meadow Mushrooms employs approximately 500 people nationwide, with future developments in the pipeline. The only grower in New Zealand with full vertical integration from the production of spawn through to the dispatch to market, Meadow Mushrooms has a diverse range of products all with the common theme of a mushroom base. One of the popular choices for consumers is the range of Emma Canned Mushrooms. New Zealand’s favourite brand of canned mushrooms for well over a decade now, Emma Canned Mushrooms use fresh handpicked mushrooms from Meadow Mushrooms. The Emma range features: • Sliced mushrooms in three different
Emma’s Baked Garlic Mushroom Frittata 1 x 220g can EMMA mushrooms (sliced in garlic sauce) 3 eggs ½ cup milk ½ cup flour 2 teaspoons rice bran or canola oil 1 spring onion, chopped or 1 tablespoon chopped parsley 1 tomato, sliced Salt and pepper, to taste Chopped fresh herbs for garnish Preheat the oven to 160C. Lightly spray a 20cm diameter baking dish
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with oil. In a large mixing bowl, beat the eggs, add the milk, flour and oil and beat until smooth. Mix in the mushrooms, spring onion and salt & pepper. Pour the mixture into the dish. Arrange the sliced tomato on top. Bake in a preheated oven for about 1 hour, until golden brown and a skewer inserted in the middle comes out clean. Sprinkle with herbs and serve with a salad and crusty bread. Serves 4.
sauces (Tomato and Herb, Creamy Garlic and Peppercorn Sauce) • Whole mushrooms in brine • Sliced mushrooms in brine. Canned foods are a convenient and inexpensive way to add mushrooms to any meal, as well as being a mainstay in food service and manufacturing applications. Emma Canned Mushrooms come in a range of sizes, from the snack-sized 220g, family option of 425g and the foodservice friendly A10. They are the super easy and tasty option to add that full mushroom flavour to almost any recipe. Try the Meadow Mushroom team’s favourite Frittata recipe (shown below), for example. The mushrooms are harvested at the peak of freshness at the Meadow Mushrooms growing facility in Christchurch and then transported to the Emma Cannery, only 10 minutes away. Upon arrival at the cannery, the fresh mushrooms are trimmed, thoroughly cleaned and processed. A continuous cooker ensures even heat distribution without overcooking, so the mushrooms are cooked consistently giving them their superior taste and texture. Quality control checks are performed continuously throughout cooking and include drained weight, colour, texture, uniformity of size, symmetry and flavour. Handy and convenient, a can of locally supplied and produced Emma Canned Mushrooms will add flavour, texture and nutritional value.They are an essential pantry item and the perfect addition to any meal, or great as a meal in themselves! For further information visit meadowmushrooms.co.nz or contact the Meadows’ sales team: Customer Services – 0800 687 476. Mark Santy, (South Island) 027 220 2452. Tracy Scott, (Central Region) 027 497 2823. Zane Hutching, (Upper North Island) 027 485 9826. Yvonne Clyne, (National Sales) 027 216 0900.
m ad e i n NZ Vital Foods Vital Foods is an Auckland-based company that prides itself on its true New Zealand entrepreneurial background. The company began in the early 1990s when a special blend of green kiwifruit pulp was formulated with natural flavours into a refreshing health drink branded as ‘Kiwi Crush’. This product is sold as a frozen concentrate to ensure optimum bioactivity of the essential nutrients, particularly enzymes, within kiwifruit. Right from the beginning, Kiwi Crush was a winner – it won the National Food Awards within New Zealand in 1992, and also gained first place in the National Heart Foundation Nutrition Award and the Nonalcoholic Beverage Award. Although it was developed as an all-round health drink, the team at Vital Foods soon discovered that Kiwi Crush was especially beneficial in assisting the nutritional and digestive needs of hospital patients as well as geriatric patients and pregnant women. Dieticians and doctors soon became strong advocates for Kiwi Crush, which is now widely used in New Zealand hospitals and nursing homes to aid digestion. Realising that kiwifruit had
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Right from the beginning, Kiwi Crush was a winner – it won the National Food Awards within New Zealand in 1992, and also gained first place in the National Heart Foundation Nutrition Award and the Nonalcoholic Beverage Award. significant digestive health properties, Vital Foods then developed a unique proprietary process to manufacture a kiwifruit extract powder which would enable people to take advantage of these benefits in a much more convenient way while also significantly improving the bioavailability (absorption) of the powder in the digestive system. This unique kiwifruit powder extract has been trade marked as ‘Zyactinase’ and is patent protected due to its proprietary nature. In 2007 Vital Foods undertook a significant research project to clinically prove both the safety of the new Zyactinase powder and its effectiveness in bowel health.The safety analysis and clinical trials were an outstanding success and have allowed Vital Foods to launch a comprehensively researched
and safety-tested supplement product to the market. In July 2007 Vital Foods launched Phloe in New Zealand, containing an improved version of its active ingredient Zyactinase. Phloe is a 100% natural digestive aid that is clinically shown to keep you regular while promoting long term intestinal health and helping avoid digestive discomfort. Vital Foods is committed to producing natural, kiwifruit-based products with digestive health properties. “We are very excited about the prospects in other geographies, and are poised to become a leading player in the digestive health market around the world.We are proud to have our roots firmly in New Zealand, with arguably one of the most ‘Kiwi’ products,” said a spokesperson.
to e d i s t ou on the ing l e e f ou keep y e! d i s n i the n o d goo
Kiwi CrushTM is a 100% natural kiwifruit drink that helps balance the digestive system. Now available in all new packaging and two new Ă&#x2026;H]V\YZ! >PSK )LYY` HUK ;YVWPJHS www.kiwicrush.co.nz
m ad e i n NZ
Free Range Freezer First Waitoa free range chicken continues to lead the market in terms of product innovation with the launch of its new Green Box range. The products are the first free range packaged frozen chicken SKU’s to be introduced into the rapidly growing New Zealand free range market. Waitoa spokesperson, Jonathan Gray, says:“The Waitoa team are proud and excited about the launch of our
Green Box range, which is the result of a very dedicated product development team, committed to delivering exceptional free range products that meet the market need.” Waitoa Green Box range consists of three initial SKU’s, Tempura Nuggets, Original Tenders, and Lite Breast Fillets (Lemon, Herb & Garlic). All products carry the National Heart Foundation Tick of approval and are raised under accredited free range standards (FREPNZ). Waitoa 100% New Zealand free range chickens are grown in the green sunny valleys of the Waikato region, with access to open spaces during the day and provided quality care that ensures exceptional quality free range chicken meat. The Waitoa product range also includes fresh whole free range chickens, kebabs, chicken nibbles, breast fillets, thigh fillets and drumsticks.
Lewis Road Creamery serves up better butter
Peter Cullinane and Andrew Railton of Lewis Road Creamery.
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Our great land is renowned the world over for its green pastures, its top quality livestock and its outstanding dairy products. So why is it that the best butter available in New Zealand is coming from Europe? Peter Cullinane pondered that very same question and his love of the good stuff drove him to do something about it. And he has. Together with business partner Andrew Railton, he has established Lewis Road Creamery
and created Lewis Road Creamery Premium Butters, now available to New Zealand consumers. They are charting new territory in local premium butter production, showing New Zealand can produce butter as good – or better – than what’s coming out of Europe. “The fact is New Zealand hasn’t really taken its butter seriously,” says Cullinane, who is also one of the founding partners of Antipodes Water Company. Cullinane has a long and decorated career in advertising, having been chair and CEO of Saatchi & Saatchi Australasia before being appointed chief operating officer of Saatchi & Saatchi worldwide, responsible for all countries outside of the USA. “We have a world-leading dairy industry that we should be proud of, but its focus on volume exports has created a gap in the market for a butter producer whose focus is on quality over quantity.” Armed with a butter churn, a 1920s butter bible and a shared determination to create the world’s best butter here in New Zealand, Cullinane and Railton set out to create their own. The artisan butter the pair produced was sent to some of New Zealand’s leading chefs for feedback and their butter received the highest of praise. Hailed by The Engine Room’s Carl Koppenhagen as, “quite simply, the best butter there is”, they knew they were on to a good thing. “However it also presented us with a dilemma,” says Cullinane. “Producing
Free range
in a Box
NEW PRODUCT
An out-of-the-box kiwi first, free range packaged frozen ... Waitoa naturally. Waitoa free range Green Box Original Tenders, Lite Breast Fillets (Lemon, Herb & Garlic) and Tempura Nuggets ... set to expand the packaged frozen category.
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New - NZ free range frozen first Consumer appeal - natural choice Ranging - vibrant stand-out option
SALES OFFICE: P.O. Box 247 Te Aroha, 624 Waihekau Road, Ngarua R.D. WAITOA. Free phone 0508 800 785 Fax: (07) 884 6542
m ad e i n NZ the artisan butter is incredibly timeconsuming and expensive – a single batch takes a week to produce. “We established Lewis Road Creamery in order to create a better butter for New Zealanders, but to do this it had to be affordable and it had to be able to be produced in quantities sufficient to supply supermarkets.” A solution was found with the help of Kapiti Cheese founder Ross McCallum, who created a taste profile that mimicked the artisan product but could be produced in larger quantities, at an affordable price and year-round. Ross’s recipe blends the best of Fonterra’s export butters including a heavily cultured butter that is exported to the Middle East and an uncultured butter produced for the European market. Made with pure fresh cream from free range, pasture fed cows, the butter is blended and rolled to make it rich, smooth and creamy with a cultured taste and velvety finish. “Lewis Road Creamery Premium Butter has a level of tanginess, some acidity and because of the cultures, a little bit of sweetness,” says Railton, who is Lewis Road Creamery’s butter craftsman. “An added bonus is that the low water content makes it brilliant to cook with.” Produced at a small, independent manufacturer of dairy products
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FMCG OCTOBER 2012
based in Hamilton – Lewis Road Creamery Premium Butters (salted and unsalted) are now available from select New World supermarkets in Auckland and Wellington (with others soon to follow) and a handful of specialty food stores. In addition to the Premium Butters, Lewis Road Creamery is working on the production of the Artisan Butter range, which will initially be exclusively available via select fine dining restaurants.
Red Seal’s big milestone It has been an exciting year for Red Seal in 2012 as the brand has been relaunched with a brand new look.The response has been very good with strong trade and consumer acceptance, laying a strong foundation for the upcoming celebration of the company’s 90th birthday in 2013. What’s more, the company is still 100% New Zealand owned and operated, one of only two in its core categories of Vitamins, Teas and Toothpaste. The family ownership and management allows fast decision making, tailored to the specific needs of the New Zealand market. Owner Rolf Hilke is a well known figure in the trade and loves nothing better than visiting stores, often identifying opportunities to lift sales and improve performance.
To celebrate the new look and great results, Red Seal is launching some new teas – a Peppermint lemon variant is the first flavoured peppermint, bringing innovation to the largest herbal segment. The lemon flavour works well with peppermint, adding a truly refreshing note. Taking it one step further, there is now a green tea peppermint lemon, adding these popular herbal/fruit tea flavours to the strongly growing green tea category. Perfectly timed for the summer months, these new flavours will add interest and energy to the tea area. In the vitamin area Red Seal is launching a Magnesium 300s pack, capitalising on its number 1 position in the second fastest growing supplement segment (+ 33.7% 6 months to 12 July, 2012, Aztec). Magnesium is an incredibly important mineral, critical to the production of energy by the body. People are finding a regular intake of magnesium will ward off cramps and muscle tension – important for both actual athletes and those who aspire to be. The 300s pack will be a welcome addition to these people, helping to drive consumption. “This drive for innovation will continue into 2013 as Red Seal celebrates being 90 years young,” says sales & marketing manager Sue Millinchip. While Red Seal products are proudly manufactured here in New Zealand, some of the ingredients have to be sourced overseas. Owner Rolf Hilke says: “Our team, in the research and development area, (led by my wife Rosi Hilke and now including our son Bjorn), has always been keen to use as many NZ-based herbs in our products as possible, (for example natural antibacterial protection from the Totara tree), but they are also constantly looking for innovative new ingredients in the international arena to make our products absolutely world class.”
Enjoy the calming effects of Red Seal’s new teas off your shelves. Peppermint is the #1 herbal tea segment
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www.redseal.co.nz For more information on Red Seal products, call the sales team on 0800 733 732 or email marketing@redseal.co.nz
100% New Zealand OWNED AND OPERATED
cate go r y c h e c k
Health & Beauty Aisle Skincare and anti-ageing products keep on growing in popularity. FMCG tracks down some of the key growth drivers and new products in NZ.
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onsumers increasingly are looking for specific skin treatments, serums and anti-ageing products when shopping at the supermarket. Having been in the market for many years, Bio-Oil has established itself as a known and trusted product, primarily to help prevent stretch marks and minimise scars. It is a very versatile product, with many benefits and uses. Kate Feek, senior brand manager BDM Grange explains: “Bio-Oil is very moisturising and highly effective in benefiting ageing or dehydrated skin. As a moisturiser, Bio-Oil rehydrates skin, replenishing its natural oils and locking in moisture, and it can help ageing skin by improving the texture, tone and appearance of fine lines and wrinkles. “Its combination of natural plant oils and vitamins are easily absorbed into the skin due to the unique ingredient PurCellin Oil™, which means that the skin is not left feeling greasy or sticky. 38
FMCG OCTOBER 2012
“It is this heritage and trust in the brand that has seen it continue to rank as the number one selling product in many countries around the world. Here in New Zealand, the Bio-Oil 60ml bottle is the number one ranked skincare product across national combined markets (grocery and pharmacy – value, MAT to 12/08/12),” says Feek. Bio-Oil is a Pink Ribbon Gold Partner supporting the New Zealand Breast Cancer Foundation, and during the month of October $2 from the sale of each specially stickered 60ml bottle will be donated to the charity.
L'Oréal L'Oréal New Zealand is the secondlargest manufacturer in female skincare in New Zealand, selling both the L'Oréal Paris skincare range and the Garnier Skin Naturals Range (fourth and fifth ranked brands respectively*), says Scott McBeath – group category and brand manager – Skincare. The grocery skincare market has seen good growth over the last five years, adding over $7.6 million in sales**. McBeath says L'Oréal has been a key contributor, accounting for over half of the growth in the category in this time, as the L'Oréal Paris brand has established itself in the grocery channel. “In the last 12 months the category has continued to expand by +$1.8m (+3.1%), with L'Oréal again
THE BREAKDOWN Current MAT to 9 September 2012 Total Defined Facial $69.344m Value % Chg vs YA 3.4 T. Facial Cleansing $23.747m Value % Chg vs YA -2.1 T. Facial Moisturising $29.593m Value % Chg vs YA 3.2 T. Facial Other Types $348,396 Value % Chg vs YA 8.0 T. Facial Serums & Eye Creams $4.622m Value % Chg vs YA 71.6 T. Facial Toner $1.499m Value % Chg vs YA -17.00 T. Male Grooming $5.044m Value % Chg vs YA 6.0 T. Skin Medications $4.391m Value % Chg vs YA -2.7 T. Treatment $88,476 Value % Chg vs YA 703.6 Total Hand Body Ex Baby $19.591m Value % Chg vs YA 6.1 T. Body $17.153m Value % Chg vs YA 6.7 T. Hand $2.438m Value % Chg vs YA 2.0 * Nielsen New Zealand ScanTrack (Databank)
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Bio·Oil® is a skincare oil that helps improve the appearance of scars, stretch marks and uneven skin tone. It contains natural oils, vitamins and the breakthrough ingredient PurCellin Oil™. Bio-Oil 60ml is New Zealand’s No.1 selling skincare item*. bio-oil.com *Bio-Oil 60ml Aztec Data MAT $ Sales 12/08/12 National Combined (Grocery & Pharmacy)
cate go r y c h e c k being a key contributor to the growth up +$1.5m (+19.5%)#.” Key drivers of growth in the category continue to be meaningful innovation, extending consumers’ care regime and encouraging trade up to premium products. McBeath comments: “L'Oréal has been a key driver of innovation in the last 12 months, accounting for over 30% of the $7.2m in new product sales (any product that has launched in the last 12 months). “The L'Oréal Paris brand delivers against each of these category drivers, with each unit sold being twice the category average price. In terms of innovation we have had two major launches this year, with Revitalift Total Repair 10, and Youth Code Luminosity ranges. The Total Repair 10 range consists of a day, night, serum which peaked at 1.7%^ value share of the market and has maintained strong sales ever since. The launch of Total Repair 10 has taken the Revitalift range to be the number one selling anti-ageing franchise in New Zealand (MAT to 12/08/12). “We anticipate continued strong growth for this franchise with the launch of the Total Repair 10 BB Creams in September 2012. The Luminosity range has launched with a day and a serum product with 1.4%~ value share of the market at launch and again has seen strong sales since. “With both ranges the serums have performed well over expectation, performing as well if not better than the day creams. “In Garnier, there has been the launch of the Miracle Skin Perfector
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FMCG OCTOBER 2012
BB Cream, which is like a tinted moisturiser and has sold over $1m worth of product since the launch in October 2011.” McBeath adds: “In October 2012 we will be extending the range with an oil-free option, for those consumers with oily to combination skin. We have also launched the Garnier Dark Spot Corrector in August this year, which we are expecting to be another strong seller (it was the number one moisturiser in the USA). The Dark Spot Corrector follows a trend in the category to specifically target the reduction of dark spots, which are one of the first signs of ageing.” Men’s Skincare has seen very rapid growth in the last five years up +48% versus 2007**. McBeath comments: “L'Oréal’s Men Expert brand (#2 brand) has been a key driver of this growth, accounting for 58% of the growth in the category. In the last 12 months alone the category has added $515,000 (+11.7%) with L'Oréal Men Expert accounting for $351,000 of the growth +40.2%*.” He explains that the key driver of growth in the male segment continues to be recruitment to the category.With an estimated 25% of men currently using male skincare there is still a lot of room for growth. Building a male skincare regime of cleansing, shaving, moisturising is also a big opportunity to expand category value. “For Men Expert the re-launch of the Vitalift 5 Moisturiser has been a key driver of growth, (it is now the #4 selling SKU in the category despite relatively low distribution of
52%). Men Expert has also seen strong growth across the rest of the portfolio of products,” says McBeath. * AZTEC Skincare National Combined Panel 12/08/12) ** AZTEC Skincare Total Key Accounts MAT to 12/08/12 vs 2007) # AZTEC Skincare Total Key Accounts to 12/08/12) ^ AZTEC Skincare Total Key Accounts 4wks to 17/06/12) ~ AZTEC Skincare Total Key Accounts 4wks to 20/05/12)
Primal Earth MIX managing director Anthony Gadsdon says: “New Zealand’s best selling men’s skincare range has been given a fresh look and new products, staking its claim as a New Zealandmade natural offer that delivers real results. Men’s skincare has seen some incredible growth over the last five years and more recently, the leading players have focused on introducing new-age ingredients to bamboozle the consumer with technology cues. “Primal Earth skincare offers customers a natural alternative that is simply better for their skin. It doesn’t contain the common chemicals that irritate and we have added natural New Zealand sourced ingredients to calm and soothe the skin,” says Gadsdon. He adds: “Primal Earth has a clear point of difference in a busy category – natural skincare that works. “Primal Earth has consistently outperformed international brands such as Gillette, Dove Men+ and Olay for Men as it takes natural skincare to the mainstream. “The range now includes innovative Primal Earth Shave Crème that works for his face and her legs. Enriched with skin-conditioning aloe vera, calendula, harakeke and plant glucosides this plant-based shave crème will lubricate, clean and protect sensitive skin for a close, soothing shave, free from harsh chemicals. No more razor burn, irritation or skin blotchiness. “Primal Earth Natural Active Moisturiser with SPF 15 is an ultrafast absorbing daily moisturiser. It goes on smoothly and protects all day.
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Rejuvenate your Sales of Natural Skincare
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parabens colourants silicones mineral oils
s .)6%! S ETHICAL APPROACH HAS RESULTED IN NATURAL SKINCARE PRODUCTS THAT 2ESTRICT THE USE OF SYNTHETIC RAW MATERIALS #ONTAIN INGREDIENTS FROM NATURAL ORIGIN s 0URE .ATURAL TARGETS THE GROWING DEMAND FOR NATURAL PRODUCTS AMONGST EXISTING LAPSED NON SKINCARE BUYERS
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FREEPHONE 0800 008 081
Beiersdorf New Zealand, Level 2, 25 Teed Street, Newmarket, Auckland 1023
* Ratecard value NIVEA = Reg. TM. Beiersdorf AG, Hamburg
cate go r y c h e c k
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“Primal Earth 24hr Moisturiser now contains antioxidant-rich Coenzyme Q10 to shield against free radicals, which age your skin. It’s also rich in certified organic green tea and hydrating harakeke flax extract to help hydrate and deliver visibly youngerlooking skin.” Primal Earth is supported with an extensive promotions, advertising and PR campaign and has recently partnered with pro-kayaker Ben Brown. Brown travels the world with the Red Bull team conquering the craziest rapids and rivers in the world. Expect to see more of him and his crazy adventures over the coming months.
& Beauty mailer. Treatments for specialised concerns are driving the skincare category and the grocery shopper is looking for affordable, but effective anti-ageing skincare treatments. The eye area is one of the first areas that the effects of ageing become obvious, and the Dr LeWinns brand is an expert in anti-ageing skincare. “Invisible Zinc protects with zinc oxide, which is a natural, physical sunscreening agent that sits on the skin reflecting dangerous UVA & UVB rays.The consumer it attracts is usually educated in the effectiveness of zinc, and they use the product every day, not just during peak season. “In Invisible Zinc we will launch a Jet Set Tan soon.This is a quick drying spray-on tan guaranteed not to turn skin orange, due to the use of a specialist tanning agent, erythrulose. This is a unique translucent solution of sugars that react with the skin’s proteins for a natural looking tan.” Commenting on consumer trends, Reilly says: “Anti-ageing skincare is being driven by specialist treatment products that target specific concerns, such as age spots and sun damage. Skincare in the sun is being driven by a demand for natural protection, physical barriers that don’t penetrate the skin but sit on the surface.There is also fast growing demand for effective ‘sunless’ tanning that delivers a natural result, while being clean and easy to apply.”
Valeant Pharmaceuticals NZ
Number one UK skincare brand takes off in NZ
Liz Reilly, country manager, tells FMCG: “We currently have Dr LeWinns Synergise, which is exclusive to Progressive, and Invisible Zinc, the anti-ageing sun protection Mother Nature would wear. “In Dr LeWinns Synergise in the last year we have launched Synergise eye cream, designed to reduce the appearance of wrinkles, dark circles and puffiness. Invisible Zinc was new to grocery in February 2012. “Dr LeWinns Synergise Eye Cream performed strongly in the last Health
The UK’s number one* skincare range, Simple, is also available in New Zealand. All Simple products contain natural ingredients, such as pro-vitamin B5, almond oil and aloe vera, and are free from unnecessary ingredients, colours and artificial perfumes – a cause of skin irritation. Simple gives an easy solution to skincare for all skin types, even sensitive skins, with a variety of products, including: • Simple Kind to Skin Cleansing Facial Wipes – these UK top-selling*
FMCG OCTOBER 2012
facial wipes with pro-vitamin B5, refresh and tone the skin, and are a quick and effective way to remove all traces of makeup, even waterproof mascara. Simple Cleansing Wipes are 100% alcohol free and oil free to prevent drying of the skin, while leaving skin soft and supple without greasy residue. • Simple Kind to Eyes Eye Makeup Remover – a non-greasy way to remove all traces of eye makeup. Not only is it kind to skin, it’s also kind to eyes, with no sting or irritation. • Simple Kind to Skin Purifying Cleansing Lotion – suited for mature and dry skin types, Simple Purifying Cleanser contains added moisturisers to improve skin condition. The lotion provides a thorough but gentle cleanse, even around the delicate eye area. • Simple Kind to Skin Soothing Facial Toner – toning is an important step after cleansing that is often forgotten. Simple’s 100% alcohol-free Soothing Facial Toner with pro-vitamin B5, chamomile and witch hazel, keeps skin toned, refreshed and looking healthy. • Simple Kind to Skin Hydrating Light Moisturiser – a light, hydrating moisturiser containing pro-vitamin B5, vitamin E and borage seed oil, helps to replenish and hydrate skin. “Simple uses the purest possible ingredients in its skincare range and does not settle for anything less,” says a spokesperson. Celebrating the idea that natural beauty comes from goodness, Simple has been dedicated to being kind to skin for 50 years. Simple is available in supermarkets nationwide and now supplied by Unilever. * Based on units sold in the UK, SymphonyIRI Skincare Category MAT to 03/12/2011
For samples and more information, please ask your friendly Storelinkâ&#x201E;˘ Territory Manager October
Web Marketing Public Relations Sampling Social Networking Instore Promotions Magazines
primalearth.org
November
December
January
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cate go r y c h e c k
Dip into summer Pestos and dips provide instant flavour for easy entertaining, lunches and pasta meals. FMCG takes a quick snapshot of best sellers and new launches.
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ummus, pesto and dips have become staple items in many households, finding their way into lunch boxes, sandwiches, wraps and pastas. They are versatile and convenient for busy families, who are always on the lookout for new and interesting flavours in this category. “With 39% value share MAT* La Bonne Cuisine is the leading manufacturer in the Prepared Dip cat-
THE BREAKDOWN Current MAT to 9 September 2012 Total Dips and Pate $60.248m Value % Chg vs YA 7.2 T. Hummus $20.020m Value % Chg vs YA 3.5 T. Other Dips $22.362m Value % Chg vs YA 23.8 T. Pate $7.295m Value % Chg vs YA 1.0 T. Pesto/Chunky Dips $10.527m Value % Chg vs YA -8.8 T. Tapas $42,862 Value % Chg vs YA 210.6 * Nielsen New Zealand ScanTrack (Databank)
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FMCG OCTOBER 2012
egory,” says Daniel Paki, marketing manager (Chilled Goods). “Our brands include The Good Taste Co., Mediterranean, and Just. The #1 SKU in the category is Mediterranean Basil Pesto Chunky Dip, with $3.3 million sales, and growing +9.7% MAT. “In February we extended on our very successful Just Hummus with Garlic & Lemon SKU to include Just Hummus with Roasted
Kumara & Butternut, and Just Aioli Dip with Garlic & Dijon Mustard. In February we also launched three Aioli Dips into the Good Taste Co. range; Garlic Lovers, Basil Pesto, and Horopito Pepper. “These February launches have contributed to the Just brand achieving +100% value growth in the prepared dips category vs YA**, and The Good Taste Co. brand achieving +17.6% value growth in the other
add an
extra burst to your dip sales with
NEW Double-Ups Double-Ups are the NEW range of flavoured hummus and dips with an extra burst of real flavour! s $OUBLE 5PS (UMMUS AND $IPS WILL ADD CATEGORY VALUE BY TRADING UP MAINSTREAM HUMMUS AND SOUR CREAM BUYERS s 4HE $600k+ $OUBLE 5PS LAUNCH SUPPORT INCLUDES 46 PRINT NATIONWIDE SAMPLING CONSUMER PROMOTION 02 AND WEBSITE RELAUNCH 4HIS CAMPAIGN WILL DRIVE CONSUMER DEMAND FOR DIPS THIS SUMMER
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cate go r y c h e c k dip segment vs YA**,” says Paki. He reveals that two exciting new ranges will be launched this October. “Launching under The Good Taste Co. brand is the new Double-Ups range of hummus and dips. DoubleUps are 180g pots of flavoured hummus or dip with an extra burst of pesto or relish on top. The flavour of the hummus or dip matches the extra burst on top, so consumers get double the flavour. There are five hummus and two dip SKUs in the range, including Sundried Tomato Hummus with a burst of Pesto, and Caramelised Onion dip with a burst of Relish. The launch of DoubleUps will be extensively supported with instore sampling, promotions, and advertising.” Paki adds: “New ‘Layered dips’ are a range of indulgent dips launching under the Mediterranean brand. There are two SKUs in the range; Margherita, a deliciously smooth and creamy dip layered with rich sundried tomato perfectly paired with a fragrant basil and cashew topping, and Calabrese, a deliciously smooth and creamy dip spiced up with a layer of basil and chilli pesto, beautifully balanced by a sweet red capsicum topping.” *Nielsen Total Supermarkets MAT to 12/08/12 **Nielsen Total Supermarkets QTR to 12/08/12
Delmaine’s new launches Delmaine is planning to launch three new products for this summer: Sundried Tomato & Basil Pesto, Roasted Pepper Pesto and Spinach, Walnut & Caper Pesto. Micheal Bennett, group product manager says: “Pesto is showing strong growth compared to the rest of the pasta sauce segment with 8.1% $ Growth MAT (Aztec to 05/08/12). The versatility of the product is attracting more consumers to the market. While basil continues to dominate the category, the demand for other flavours is increasing.” 46
FMCG OCTOBER 2012
Lisa’s Dips “The prepared dips category remains a buoyant one in supermarkets with over 9% volume and value growth overall (Aztec qtr to 26/08/2012),” says Gal Pyzhanov, brand manager LHF. What’s behind this growth in a discretionary category in a time where most other categories are struggling? Pyzhanov says Lisa’s,New Zealand’s iconic dips brand, is a main driver for the category growth. “Market growth and Lisa’s growth run hand in glove. In fact in the most recent quarter Lisa’s grew its own volumes by almost 20%, which is well above the average category growth (Aztec qtr to 26/08/2012). “The category and Lisa’s grow through a singular focus on innovation. Lisa’s – Always Fresh says something about the quality of the products. But equally it is about the fact that we have never rested on our laurels. Today Lisa’s occupy the shelves with a wide array of traditional hummus-based products, the equally delicious range of feta-based dips, and we are simply the only brand to have really delivered a high taste and quality gourmet propo-
sition through the Lisa’s Toppings range.” Now Lisa’s are adding a new dimension to the category focused on healthy eaters who still want terrifically tasty entertainment options. Pyzhanov explains: “We all hear how we should be eating 5+ veges a day for our health but very few people really get that. Life’s too boring on broccoli, is the common cry. “Our food gurus have come up with a totally delicious range of dips that offer all the indulgence of our deliciously smooth hummus dips but they’re made from veggies and protein-packed pulses. So, now there is no excuse. “Lightly spiced with freshly plucked herbs and perfect as a dip or added to meals and pasta sauces, the flavours in the range include Roasted Kumara with orange and mint, a delicious Chipotle & Grilled Peppers, a Creamy Pumpkin with cinnamon, cumin and pomegranate, and our Moroccan Carrot & Honey dip. The range will be launched in October with an exciting national on-pack promotion for a chance to win a luxury weekend package for two to the world-famous Huka Lodge,” she says.
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Being Precooked and in their handy, new-look bags, Hellers expect sausage consumption to grow with this whole new sausage selection opened up for customers. This is an exciting new range that brings quick-cook, convenient sausages to consumers VHSG SGD R@LD E@MS@RSHB Ʀ@UNTQR NE the fresh range of sausages. They’ll be premium quality, gluten free, gourmetƦ@UNTQDC R@TR@FDR SG@S VHKK AD PTHBJ to cook, have a longer shelf life and be super-convenient for the consumer. And, with the addition of chicken sausages, they’ll open up a new family NE Ʀ@UNTQR SG@S VHKK B@QQX 3GD 'D@QS Foundation Tick and capture a whole new set of Hellers sausages fans.
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OCTOBER
NOVEMBER
g rocer y b us ine ss Industry stars shine at NZ Food Awards The winners of the 2012 New Zealand Food Awards were announced at a gala dinner held at the Langham Hotel in Auckland on September 27, with MC Jesse Mulligan, Minister of Primary Industries David Carter and more than 200 guests in attendance. The NZ Food Awards in association with Massey University celebrate the innovation and creativity of NZ food products and businesses. From a record number of 102 entries, 43 finalists from all over the country were selected across 13 categories. The panel of 10 judges included Geoff Scott, chef and owner of Vinnies Restaurant, Phil Thomson, AsureQuality’s Supreme Award winners, the Colombie family of Paneton Bakery, with MPI Minister operations manager – Food Group, Robin Pinner, divisional David Carter and Massey University Assistant Vice-Chancellor Robert Anderson. manager Progressive Enterprises and John Grigor, senior lecturer at Massey University. The Massey University Supreme Award went to Paneton Bakery for its Ready to Use Flaky Puff Pastry. It also took out the Ministry of Primary Industries Bakery Award. The Auckland-based family business specialises in traditional French baking using some of New Zealand’s best ingredients. Honours in two awards categories also went to South Island artisan honey maker J Friend & Co which won the New Zealand Herald Viva Gourmet Award and the KPMG Export Award, while fledgling food enterprise I AM SAUCE won the Villa Maria Other Food and Beverage Award and the Foodbowl Value-Added Processing Technology Award. Massey University vice chancellor Steve Maharey says the NZ Food Awards are the perfect opportunity to showcase New Zealand’s largest export sector, and recognise wider aspects of the businesses entering their products. (L to R) Peter Vitasovich from Greenshell NZ with AsureQuality’s “The awards put the spotlight on so many aspects of the group manager Kelvan Smith. food industry – from food safety and product design to export capability and business innovation, as well as taste and presentation. It’s an area where New Zealand leads the world developing innovative products and best practice and Massey University is right at the forefront with these food and beverage producers,” he says.
Jasmine Griffin (L) and Megan Howard (R) from Whittaker’s with Murray Johnston, Progressive Enterprises’ general manager Merchandise.
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The 2012 NZ Food Awards winners are: Massey University Supreme Award Paneton Bakery – Ready to Use Flaky Puff Pastry Ministry for Primary Industries Bakery Award Paneton Bakery – Ready To Use Flaky Puff Pastry Ministry for Primary Industries Cereal & Breads Award Wild Wheat Specialty Breads – Kumara Sourdough ATEED Snacks and Confectionery Award Fonterra Brands Tip Top Ltd – The Ice Bar Co
ATEED Convenience & Meal Solutions Award LHF Ltd – Naked Kitchen Fresh Chilled Meals range Villa Maria Other Food & Beverages Award I AM SAUCE – All Purpose Sauce The New Zealand Herald VIVA Gourmet Award J Friend & Co – New Zealand Artisan Honey Countdown Grocer’s Choice Award J H Whittaker & Sons Ltd – Whittaker’s Mini Slabs AsureQuality Food Safety Award Greenshell NZ Ltd – Ikana Live Greenshell Mussels Packaging Design Award Archer MacRae Beverages Ltd – Ritzling Foodbowl Value-Added Processing Technology Award I AM SAUCE – All Purpose Sauce KPMG Export Award J Friend & Co. Rabobank Business Innovation Award Aria Farm for Woolworths Select Massey University Research & Development Award Fonterra Brands Ltd – Symbio Probalance Probiotic Yoghurt All finalists and winners will have the opportunity to attend business capability-building workshops run by KPMG and Rabobank, and retail and commercialisation sessions run by Countdown. The Countdown Grocer’s Choice Award was decided by representatives from the grocery trade and was judged on the retail performance of the product as demonstrated by distribution and sales figures. For further information visit www.foodawards.co.nz. l
Gal Pyzhanov (L) and Liz O’Meara (R) from LHF/Naked Kitchen with Simon Tucker from ATEED.
Leading the way in food safety Your trusted partner for independent quality assurance services, including: s Industry Training s Auditing and Inspection Services s Laboratory Testing
We would like to congratulate Greenshell NZ Ltd for winning the AsureQuality Food Safety Award at the recent 2012 NZ Food Awards.
freephone 0508 00 11 22 www.asurequality.com OCTOber 2012 FMCG
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Increase your Shop Ability.
How & why people buy - what it means for your business. ʇ Shopper Research ʇ Category & Channel
Development
Trans-Tasman movements made easier Loscam, an industry leader in pallet and container pooling solutions, recently launched its Trans-Tasman pallet rental service between New Zealand and Australia. The service allows Loscam customers in New Zealand and Australia to transfer pallets after an export shipment, enabling significant savings and benefits. Where in the past the use of one-way pallets or pallets specially imported from Australia was costly and environmentally unsustainable, the new Trans-Tasman service saves money on loading and unloading times, reduces product damage and ensures the Australian standard pallets are reused in Loscam’s pool, saving waste. Colin Truman, customer services manager at NZ jam manufacturer, Barkers of Geraldine, says: “Having Loscam manufacture Australian standard pallets in Auckland gives us a guaranteed supply of pallets when we need them to be able to send product to Australia. It’s more efficient and because the pallets are brand new we have no worries about our product being damaged. “Previously we had to import pallets from Australia, or try and source pallets in New Zealand, to send our products to our Australian customers, including Coles and Woolworths. This was problematic. In some cases we sent products to Australia on pallets that then had to be thrown away by the customer, which is unacceptable.” Loscam business development manager in New Zealand, Grant Lansdown says: “We are really excited about the launch and popularity of the new service. Loscam aims to be recognised as the innovator of pallet and equipment rental services in New Zealand, and we feel by listening to our customers and responding quickly to their needs, we will see our business become quite formidable here in New Zealand.” Loscam has recently opened its Auckland depot in Onehunga, Auckland. Ideally placed for the logistics and manufacturing sectors, the depot is also the head office for Loscam New Zealand. Loscam is a leading provider of Returnable Package Handling (RPH) solutions for use in Australian and Asian supply chains operating in 10 countries throughout Asia Pacific. The business was established in the 1940s in Australia.l
ʇ Shopper Marketing Strategy ʇ Business Strategy ʇ Performance Improvement
New Ministry’s chief executive announced
ʇ Training
David Smol has been appointed inaugural chief executive of the new Ministry of Business, Innovation and Employment (MBIE). Smol has been acting chief executive of MBIE since April this year and prior to that was the chief executive of the former Ministry of Economic Development. In this new role, his contract runs until June 2017. The Government established MBIE on 1 July 2012 bringing together all the existing functions of the former Ministry of Economic Development, Ministry of Science and Innovation, Department of Labour, and Department of Building and Housing. Smol will continue the work of integrating the four former agencies into an efficient and effective single Ministry, maximising the synergies arising from the integration of policy, regulatory and service delivery functions. The chief executive of MBIE will lead approximately 3500 staff located in offices throughout New Zealand and overseas. MBIE has an annual expenditure of around $660 million and administers non-departmental appropriations of $4 billion. Smol will continue to lead the Better Public Services for Business works outlined in the Prime Minister’s Results for New Zealanders and play a key role in supporting the Government’s Business Growth Agenda. l
ʇ Capability & Measurement ʇ Structure & Process Change ʇ Retailer Relationship
Strategy
shop-ability.com Annette Piercy Group Account Director NZ Ph +64 27 300 8010 annette@shop-ability.com
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g rocer y busi n ess Compostable snack packaging launched BASF has made a game-changing breakthrough towards sustainable snack packaging that could help companies and communities everywhere get closer to their goal of ‘zero waste’. In September, BASF in the US partnered with Major League Baseball team, The Seattle Mariners and used an iconic American snack, peanuts, to debut prototype packaging developed with its advanced biopolymer technology. The first 10,000 fans to arrive that day to see the game received a free bag of peanuts in a 100% compostable snack bag. “Flexible packaging with this BASF technology is a big step forward for the snack food industry,” says Kimberley Schiltz, market development manager Consumer Packaging, BASF. “It means that popular snack foods can be brought to market in compostable packaging that delivers needed shelf-life at a competitive price point, with a more sustainable ‘end-of-life’ solution than with conventional packaging materials.” l
Ascot Dry Cured Ham Naturally Double Wood Smoked 100% New Zealand Pork
0800 806 328
www.farmlandfoods.co.nz
OCTOber 2012 FMCG
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Shopping on both sides of the ditch How does the NZ grocery channel differ from the Australian grocery market? Alison Sinclair explains.
W
e all know manufacturers who combine their NZ and Australian operations, marketing their brands within the ANZ region as if the two markets were one and the same. Largely, this practice comes from the need to segment a global business into meaningful regions of a certain scale to make them viable. But, just because we are located either side of the Tasman Sea, in fairly close proximity, does that mean we shop the same way? It is vital to understand the differences and similarities that exist in each market to truly understand how to best cater to the needs of that market. Taking the time to get out in the trade, visit stores, observe shoppers and survey current promotions in each market is critical to ensuring you
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meet the needs of each market, rather than making the assumption that close proximity on a world map equates to consistent shopper behaviour. Here are some examples of some of the differences we have observed in the NZ versus the Australian grocery market.
Barn style retailing Built around the old retail adage,“pile ‘em high, watch ‘em fly”, Pak’nSave is a unique format, unlike anything in the Australian grocery market. The closest comparison in Australian is Costco, but with just three stores across the country (each in different states) versus the 52 PAK’nSAVE stores Foodstuffs have in NZ, there is hardly a comparison. While choice may be limited to big brands, merchandised on pallets, the
shoppers in this store are not necessarily looking for a huge amount of choice, they are more likely to be looking for products and brands they know their family will eat…at the lowest possible price.
Clear retailer identities Those familiar with the Australian grocery market, will understand the dominance of the two key grocery retailers. While NZ also has two key grocery retailers, the diversity of banners and the clear positioning they have created for their retail brands sets them apart from Coles and Woolworths. In the current Australian retail market, shoppers perceive Coles and Woolworths as largely the same. While some shoppers may have a preference, it is likely that this preference is driven out of an external
featu re factor such as location rather than the retail brand. The one-size fits all approach, particularly when it comes to ranging and merchandising may be operationally easier to manage but it does create a generic store environment that lacks the ability to connect with the shopper. In the NZ market, there seems to be greater emphasis on the shopper target. This plays out in a number of different ways but includes everything from aligning the brand with a particular shopper profile (eg, the Pakâ&#x20AC;&#x2122;nSave model) to understanding different trip types and developing store formats to cater to these (eg, Countdown and New World Metro formats). Cross-category promotions that offer shoppers solutions for a particular occasion also highlight a depth of understanding of shopper profiles and occasions.
Clean store policies Australian retailers have had clean store policies in place for a number of years. While this makes sense from an OH&S perspective, it takes away from the shopping experience, creating a sterile shopping environment. Shopping is a combination of emotional and rational responses. Removing elements of the experience that stimulate emotion shifts the balance towards that of rational and increases the importance of rational elements of the decision, such as price. Providing shoppers with an experience that appeals to the senses through in-store theatre, use of sensory elements, etc will help to dial up the emotional response and encourage them to become more emotionally involved in the decision. From a brand perspective, you want shoppers to be
Taking the time to get out in the trade, visit stores, observe shoppers and survey current promotions in each market is critical to ensuring you meet the needs of each market. behaving in an emotional manner as this encourages loyalty and lessens price sensitivity.
who are trained to buy on promotion when they are typically not price sensitive), others are based on economic and societal differences. Whether it is differences or simiCross-category larities you look for, if you operate merchandising Countdown is particularly good at in multiple markets it is important to executing cross-category promo- understand your shopper, who they tions and merchandising initiatives. are, and how and why they buyâ&#x20AC;Ś Merchandising meal bases, season- rather than try to be all things to all ings and sauces in the meat depart- shoppers. ment is logical and drives incremental purchase as does merchandising toppings on the freezer doors where the ShopAbility is a specialist FMCG ice cream is found. Cross-category and retail consultancy spanning merchandising and bundling enmultiple channels. Our offers courage trial and increase basket size. span insight/research, strategy, Australian retailers are improving in execution, capability and this area but at this stage could learn training. We help clients improve from Countdown.
Price sensitivity Typically we find that households with more mouths to feed are more price sensitive, which might explain why New Zealanders appear to be more price sensitive than their Australian counterparts. In Australia, 36% of households have children however in NZ that figure is 45%. While there are obvious similarities between the NZ and Australian markets there are also a number of differences that play out in the retail environment.The retailers drive some of these differences as shopper behaviour can be trained (eg, shoppers
Alison Sinclair is group account director at ShopAbility. She has more than ten years commercial experience in FMCG and Liquor with a career that spans sales, category management, trade marketing and senior brand management. M: +61 488 161 681, E: alison@shop-ability.com.au, W: www.shop-ability.com.au
both their thinking and doing capabilities to improve instore execution for increased sales results. We understand shoppers, retailers and store; we develop standout strategies for market advantage; and we build your capability to deliver them. We are from the trade, for the trade.
Annette Piercy M: 027 300 8010 Freecall: 0800 300 8010 E: annette@shop-ability.com W: www.shop-ability.com
OCTOber 2012 FMCG
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Waste management Are we getting better at recycling glass and cardboard? FMCG talks to some of the experts in the industry.
I
n Roy Morgan’s latest State Of The Nation report 85% of New Zealanders said they try to recycle everything they can. That’s great news and it represents an increase of 15% over the past decade. At its AGM the Glass Packaging Forum (the Forum) released details of its performance against the targets set out in its product stewardship scheme. John Webber, general manager says: “In New Zealand 242,300 tonnes of glass containers were consumed, equivalent to around 945 million bottles or jars. Our industry pays a voluntary levy totalling $3.90 per tonne with contributions from manufacturers and importers of glass packaging, brand owners and retailers, which raised $704,215 to support initiatives to increase glass recycling.” This includes $248,212 allocated to community and recycling groups to assist with glass recovery; $135,000 allocated to consumer awareness initiatives including promoting recycling at the Classic Hits Winery Tour and similar events; and $63,140 allocated to projects which recovered 10,726 tonnes of glass. Webber says more than 66% of glass was recycled either into new glass containers or used in other applications in New Zealand. That’s equivalent to around 626 million glass containers. Whilst this is a slightly lower rate than in 2011, it does not include a significant amount of glass collected during the year, which is being held for future use as aggregate. “As glass recovery increases, it is important that we retain our focus on increasing the amount of glass recycled
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into high value reuses and this has increased by 15% over last year reflecting a major contribution by glass manufacturer OI-NZ,” he explains. The glass recycling rate is affected by the choices consumers make at home and in public places; the availability of recycling facilities; and how glass is processed during collection and processing. Says Webber: “In Auckland we have worked closely with Auckland Council to understand the issues facing them in terms of waste management and why they make the choices they do. It is easy for industry and councils to take polarised views as to who should pay for recycling. In reality the consumer, whether as a ratepayer or as a shopper, pays, but if we want to increase recycling without incurring huge costs, we have to move beyond industry taking the view that recycling should be funded through rates, and councils seeking to reduce their rates bill by pushing the burden onto industry.The voluntary approach taken by the glass industry shows what can be achieved through collaboration.” The Forum also released new research findings, which provide some interesting insights. • The weekly use of glass containers has increased slightly (67.5% using 1-5 containers per week, compared to 64% in 2011 and 2010). • The rate of recycling of glass containers at the kerbside outside home, at work, and at community or school drop-off centres has remained constant, compared to 2011. • The collection of glass containers in wheelie bins with other items
for recycling has increased to 47.1% (45.4% in 2011 and 38% in 2010). • About 63% are reusing glass bottles and jars, 53% are reusing plastic water bottles and 39.8% specially designed refillable drinks/sports bottles. Only 13% are not refilling or reusing containers. The Forum operates one of the first voluntary product stewardship schemes which has been accredited by the Minister for the Environment as meeting the criteria set out in the Waste Minimisation Act (2008). The scheme currently covers over 80% of the glass on the market in New Zealand, primarily for food and beverages and includes the major manufacturer of glass containers, brand owners and retailers.
Great results for Pak’nSave Well-known for its thriftiness, the mission of the Pak‘nSave brand is to provide New Zealand’s lowest food prices. This means they never stop looking for ways to keep costs down. While they do their best to recycle some of the better cardboard boxes for their customers’ use, the majority of their cardboard is still left over. Until recently, Pak‘nSave’s solution to the excess cardboard was very large council cardboard recycling bins.Three of these bins lined the driveway leading up to the storeroom, taking up a lot of space and often being a nuisance for trucks driving up to deliver groceries. Staff had to walk outside, rain or shine, to load the bins. Cardboard was also ending up on the ground, and flew down into the stream below – a far cry from the environmentally friendly initiative that was intended.
featu re It was obvious that something needed to be done – and the answer was the X50 Bramidan Baler from A-Ward. Owner of Pak‘nSave Henderson, John Smith, had previous experience with a baler machine. The efficiency he knew such a machine could create immediately provoked him into getting one for his new franchise store. “I believe this machine will pay for itself in less than eight months,” says Smith. Checkout manager, Nirmala Agrawal (pictured), was responsible for getting the entire team and even visiting sales reps upskilled on using the baler machine, which they like to call the ‘Cardboard Crusher’. “Not only is everyone using the cardboard crusher, they are actually enthusiastic about it and there are no more pieces of cardboard flying around the store room,” she says. The results have been even better than expected. Trucks can now easily
Distributed by A-Ward
get close to the unloading bay.There is also huge time efficiency and happier staff due to the fact that they don’t even need to leave the store room. “It is just a much easier process,” says Agrawal. The bales created by the Bramidan X50 are export-quality, which means Pak’nSave can get a much better price for them than from the council bins. Pak‘nSave Henderson is creating over 25 tonnes of cardboard bales per month selling for around $130 per tonne. Now fetching $3250 per month with the bales is a substantial increase on the $700 they could get in a good month from the loose cardboard in the council bins. In a fast-paced environment hasslefree operations are essential. When owner John Smith was asked about his experience working with A-Ward he says, “A-Ward is just so easy to work with, we have had no issues with the product at all and it is doing exactly what I need it to do – no fuss.”
save time, save space, receive a profit
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Storewars A battle for mind space and shelf space. Geoff Smith, director of retail, Nielsen.
The Storewars business simulation training helps retailer and manufacturer participants survive and thrive in the challenges of the modern FMCG industry. It stretches participants’ decision-making boundaries well beyond their day-to-day roles and gets them to think both strategically and tactically as they battle competing teams for the title of Storewars Champion.The competitive, high-energy course is run by Michael Walton, Nielsen’s executive director of Consumer & Business Intelligence, and Graham McPherson, who has over 20 years’ experience in retailing.
“It’s a great learning opportunity. It delivers a new perspective and understanding of the challenges faced by my own business as well as suppliers.” Sandra Nolloth, category manager, Countdown This year’s event marked a new high-water mark for the course as over 100 alumni across 14 supplier and retailer companies have now been exposed to Storewars. On the way they have also forged new relationships with others in the industry and built new networks that will prove invaluable. The latest course, the fourth in New Zealand in recent years, had participants from Progressive Enterprises, CocaCola, Nestle, DB, Frucor, L’Oreal, Cadbury and Nielsen. Participants were divided into five teams: two competing retailer teams and three competing manufacturer teams. They were led into a virtual world of imaginary countries and products, but with very lifelike decisions affecting any supplier or retailer in any market around the world. The teams appoint their own CEO and category managers and sift through a myriad of information under extreme time pressure, with decision submissions required for price, discounts, promotions, new product development, terms of payment, shelf space allocation, and store 56
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service levels etc. All the while each team is assessing their overall strategy and positioning in each of the markets and across each of their portfolios. It is dynamic and highly competitive from the first minute. Sandra Nolloth, category manager at Countdown says, “It’s a great learning opportunity. It delivers a new perspective and understanding of the challenges faced by my own business as well as suppliers.” Clear strategies need to be identified to help guide complex tactical decisions. Participants are exposed to the implications their decisions have on sales, marketing, finance, production and ultimately market share, share of shoppers and profit, thereby giving them a broader view than they are typically used to in their day-to-day roles. The fun really begins when the first of a series of negotiations between the supplier and retailer teams commences. “This is the moment we start to see people’s true colours appear,” says Michael Walton, “and make no mistake, every negotiation is different!” Murray Johnston, general manager of Merchandise at Progressive Enterprises, joined a session for an open Q&A. Hearing his views on the current market and industry experience through this discussion forum was a unique opportunity to learn from a leader with an in-depth understanding of supermarket business and strategy. Participants consistently comment that the outcomes and learnings from this course are directly applicable to their current and future roles in the industry, thus providing an immediate payback for companies making this investment in the development of their associates. It comes as no surprise then that each course now is consistently fully subscribed.
About Storewars Storewars is an executive level business simulation game pitting two retailing teams and three manufacturing teams across two markets and two categories. Its value lies in a sophisticated modelling programme that allows decisions to telescope rapidly across six-month time increments, challenging teams to assess their strategies and execution across a full two-year stewardship of their companies. Nielsen operates Storewars courses in both Australia and New Zealand. For more information contact Geoff Smith at Geoff.smith@nielsen.com.
recr ui tm en t
Career advice anyone? The working environment within our dynamic industry is probably at one of the most challenging times, says Kevin O’Shannessey. Kevin O’Shannessey
It might be timely to share some thoughts from dealing with a wide range of personalities and situations over the last six years. If you haven’t looked for a new role for quite some time, it can be a really daunting prospect. If you have found a new role recently, no doubt it was stressful. No matter how senior or how talented you are, it is a challenge. It is possibly one of the most exposing processes you go through in life, where you give countless people the opportunity to tell you blatantly that you’re not as good as you think you are. So be prepared for your ego to be under attack! Do some self-assessment on how bad your current situation really is. Firstly, think about your current manager. “The Manager” is one of the most common reasons someone leaves a job. On the flip side, reporting through to a respectful, engaging and even inspirational leader is not overly common. If you have this type of boss, that’s a very good reason to stay in your current role. My recent observations of organisations’ cultures have been somewhat intriguing and maybe even concerning. If you are working for an organisation that has a good culture, enjoy it and don’t look for a better one. It may not be as easy to find as you expect. If you describe your organisation’s culture as challenging, I would encourage you to be pragmatic and learn from the challenge that is in front of you. Learning skills such as tenacity and resilience will set you up to be more successful in the future. Circumstances develop your skills – not reading about the theory. If you have gone through your career to date with-
Manager – FMCG Sales & out any sort of major hiccup, maybe the best Marketing, OCG Consulting. way to accelerate your success is by going through some turmoil. Don’t go looking for trouble, but don’t turn and run when it presents itself as an opportunity next time. Feeling a little bit dry about your current role? If you are a successful marketer with a classic career within FMCG to date, challenge yourself to look at a sales role or a good commercial category management role. Most organisations are very good at taking a risk with an internal employee and giving them an opportunity in a new function. I guarantee you will be a better marketer in the future and will also accelerate your career.
During the job hunt Give yourself the best shot, by being authentic and respectful in any meeting or interview you may have. I know this is stating the obvious, but I feel it needs to be said with some of my recent observations.You start with a credibility rating of zero at the commencement of an interview with a potential new employer. It doesn’t matter how highly rated you are by current or previous employers, or how successful you have been – it starts again at your first interview. Don’t underestimate the need to earn the credibility, no matter who you are. Be prepared for a time that is probably longer than you expect to find the new role. Tap into your network as much as you can and catch up with as many excolleagues and acquaintances as possible.The number of roles that are advertised is vastly different to the number of roles that are available. The harsh reality is: it’s up to you to uncover the opportunities.
Fiona Hill Dale Rous Hamish Marr
Kevin O’Shannessey
www.ocg.co.nz | 09 377 7575 OCTOber 2012 FMCG
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gs 1
Dr Peter Stevens, CEO, GS1. Email: peter.stevens@gs1nz.org.
Misrepresentation and downright dishonesty New Zealand’s reputation is under attack, finds Dr Peter Stevens.
Recently in the DomPost was a Dilbert cartoon with the assertion that: “You know poor people invented ethics to try and control rich people.” A cynical view perhaps, but most of us Kiwis will be concerned but not surprised by now with the most recent revelation about products being misrepresented as ‘NZ clean and green’. Radio New Zealand (September 2) revealed that 20 Chinese-made baby food products at a Shanghai Baby Food Expo were falsely claiming to be NZ-made products. Reportedly one of the products even had a photo of our PM on the tin! Clearly this is a concern to the reputation of NZ and NZ products, as China is the world’s fastestgrowing market. However, the difference between misrepresentation, misunderstanding and downright dishonesty seems quite clear in many of the recent cases that have hit the media. Did you see the recent news that Chinese-made pharmaceuticals and other products were made with waste fat scooped from the gutters? This recent incident follows the revelation in China that cooking oils sold to consumers were routinely refined from gutter fat. And that followed the scandal where toxic melamine was introduced to milk just to increase its protein content and thus payments to suppliers. That particular incident cost NZ farmers more than $300 million. Lest this seem like an anti-China tirade worthy of Winston Peters, European Commission data indicates that 75% of all dodgy products in world markets are sourced from China (see http:// ec.europa.eu/taxation_customs/customs/customs_ controls/counterfeit_piracy/statistics/). It seems that consumers, regulators and reputable businesses alike are struggling with the breathtaking scams and dodgy practices being exposed. Scams such as these and fraudulent activities emanating from shell companies registered in NZ have prompted calls to tighten up on rules surrounding country-of-origin, company formation and labelling. 58
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The Government responded by introducing a Bill (see the discussion http://parliamenttoday.co.nz/2012/07/ cracking-down-on-shell-companies/) in July 2012 to require any NZ-registered companies to have a NZresident agent. This seems to me to be a reasonable attempt to balance our reputation as one of the easiest countries in the world to set up a company (thanks, in the main, to the excellent work by the Companies Office) with a requirement to have someone based in NZ, operating under NZ law who is held legally accountable for the actions of that company. Companies are also in an ‘arms race’ of sorts scrambling to find smart ways to foil counterfeiters. Electronic seals, complex printing techniques (holograms and the like) and robust traceability systems are some of the measures being deployed or considered. Globally GS1 is looking to have to tighten up its membership rules to follow similar moves in the banking sector around money laundering (KYC – ‘Know Your Customer’). Our system of membership has been remarkably resilient and successful for 40 years and is based on brand-owners joining the GS1 country where it suits their business operations. Country designations did not necessarily infer country of manufacture, but signalled where the brand owner was domiciled. However, these rules had an underlying assumption of ethical behaviour. Professor Niall Fergusson (London School of Economics; Reith Lecturer for 2012), when referring to the Global Financial Crisis and the behaviour of the banking sectors, argues that having too many prescriptive regulations like the US Dodd-Frank Act is counterproductive. He argues that this puts the focus on whether technical breaches of regulations or laws have been made rather than standing back and saying “Is what we are doing prudent or right?” I must agree with him. Call me old fashioned, but it seems that reputable business practices are under attack from down-right unethical and dishonest behaviour like never before.
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What’s Hot Primal earth Brandlines have thrown a little Mystery into New Zealand supermarkets this month with the launch of two new Mentos products. Available in a Mentos Roll and Mentos 3D gum, the Mystery flavours will keep consumers coming back for more! AND with some serious marketing support, $500K* including sponsorship of The Mentos Red Carpet Show, you will miss out if you don’t talk to your Brandlines representative today!
*ratecard value, correct at time of printing.
NEW: HELLERS Premium Precooked Sausages
What’s Hot
Hellers has spotted a gap in the market and is introducing an innovative new category to supermarkets Premium Precooked sausages. Hellers expects sausage consumption to grow with this new innovative range because they’re premium quality, gourmet-flavoured sausages that are quick to cook, are gluten free, have longer shelf life and are super-convenient. And the Chicken varieties even carry The Heart Foundation Tick. For more information, contact Kevin Calder, National Sales Manager at 03 375 5031 or email kevin_calder@hellers.co.nz
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The best selling New Zealand made skincare range. Primal Earth has launched a completely new range of skincare range for Men. Powered by plants, this natural range is Dermatologically tested and made in New Zealand. It includes: Primal Earth Natural Active Sensitive Shave Crème for his face and her legs, Primal Earth Natural Active Calming Face Wash, Primal Earth Natural Active Moistutriser with SPF 15, Primal Earth Natural Active 24hr Moisturiser and Primal Earth Refresh Shave Gel. For samples and more information, please ask your friendly Storelink™ Territory Manager
Erawan Tapioca Starch Following strong requests from retailers, Erawan’s popular Tapioca Starch (also known as tapioca flour) has been launched in NZ. Like Erawan’s popular Rice & Glutinous Rice Flour, all products are packed in 500g bags with 5 languages (English as the first language). Erawan’s quality is renowned throughout the world as they also produce placebo tablets for the pharmaceutical industry. Tapioca starch is used in many Asian dishes, but also used in kitchens wanting a gluten-free flour alternative. Tapioca starch can be used as a thickener for sauces or as a binder in baking. For more information on Erawan products please contact: Oriental Merchant Pty Ltd Tel 0800 10 33 05, Fax 0800 10 33 11 Email: nzenquiries@oriental.com.au Website: www.oriental.com.au
What’s Hot Juicy Lucy
Juicy Lucy has a new great tasting range of juice and juice drinks, made with nothing artificial and no preservatives. Juicy Lucy is available in four refreshing flavours: Orange & Apple juice and Cranberry & Pineapple juice drinks in a convenient 1L bottle in the chiller of your supermarket. For more information email office@charlies.co.nz or phone: 09 837 6740
Innovative bakery fillings
With its expertise and history in supplying bakeries, Barker’s of Geraldine is refreshing the packaging of its bakery fillings into grocery. With improved packaging to better suit the baking aisle. The range has also been extended to include Key lime tart filling, Apple Berry crumble filling and a premium Chocolate mousse mix. Available October 2012.
Talk to your Twin Agencies Rep. www.barkers.co.nz
SPACEGRID® II Merchandising system
What’s Hot
SpaceGrid® II delivers increased profitability in Value Added Produce, Meat/Deli and Packaged Nuts • Increases Selling Space by 15-20% • Pull Out Drawer for Fast and Easy Stocking • Integrated Air Flow Management System • Increases Product Visibility - Self-facing trays set products upright - Providing an “always stocked” look - Requiring less inventory and backstock - Fewer Out of Stocks items • Reduces Labor to maintain the case • Available in 8" & 11" expandable widths Lindstrom Foods Ltd - David Lindstrom, Ph 03 384 6930 Mobile 0274 324 184 david@lindstromfoods.co.nz
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What’s Hot Kiwi crushTM Kiwi Crush™ is a range of 100% natural kiwifruit based drinks that help to support and balance your digestive health system. Kiwi Crush™ is prepared through a proprietary process that cleverly locks in and preserves the natural, functional ingredients found in New Zealand green kiwifruit. Kiwi Crush™ is a delicious way to help keep your digestive system working optimally and help keep you healthy and regular. Now available in two new flavours – Tropical and Wild Berry.
Alexandra’s Dukkah Alexandra’s Dukkah is a delicious blend of premium chopped nuts, roasted sesame seed and freshly ground spices. Use as a dip with bread and fine olive oil, or in cooking with meat, fish, vegetables and soups. Available in Traditional, Aromatic or spicy Piquant flavours Alexandra Fine Foods Phone (09) 570 4739 Email enquiries@alexandras.co.nz
Find Kiwi Crush™ in the frozen section of your local supermarket. www.kiwicrush.co.nz
www.alexandras.co.nz
Lisa’s Vege+ Healthy eating never tasted so good Few people eat 5+ veggies a day – now there is no excuse.
What’s Hot
Introducing Lisa’s Vege+, a scrumptious new range of vegetable dips with protein packed pulses. Lightly spiced with freshly plucked herbs and perfect as a dip or added to meals and pasta sauces. Flavours include Roasted Kumara with orange and mint; a delicious Chipotle & Grilled Peppers, a Creamy Pumpkin with cinnamon, cumin and pomegranate, and our much-loved Moroccan Carrot and Honey. Available in stores October 2012.
www.lisas.co.nz Please contact your LHF rep for details.
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What’s Hot YOPLAIT NEW RANGE, NEW TASTE
FRUIT TEA JUST GOT BIGGER! Healtheries is number one in Fruit Tea with 54% share and is growing at 27%, absolutely driving category growth (Aztec TKA, QTR to 26/8/12). Healtheries’ three most popular 20s fruit tea flavours – Lemon & Ginger, Wildberry, Cranberry & Apple – are now also available in a bigger-size, better-value 40s pack for consumers.
Yoplait’s Regular and DeLite ranges have been completely redeveloped with an exciting and vibrant range of delicious yoghurts to suit the whole family. The new formulas include a new real fruit flavour range and come in distinctive new packaging, including bold new transparent 1kg tubs for goodness and flavour you can really see. For more information please contact your LION Dairy & Drinks representative or call 0800 730 732.
Talk to your Vitaco sales representative today on 0800 268 872.
HEALTHY SNACKING FOR THE WHOLE FAMILY
The two most popular Healtheries Kidscare Rice Wheels – Sour Cream & Chives and Cheese – are now available in new 140g sharepacks – great for parties and after-school sharing. And with 65% less fat than regular potato chips, they’re a much healthier option for kids.
New Healtheries Potato Bites Sea Salt & Balsamic Vinegar pack a flavour hit with only 8% total fat – much less than regular potato chips. Tangy and sweet, they’re the perfect guilt-free snack.
What’s Hot
Healtheries believe in making good snacking habits easy. They’ve added some delicious new products to their snacking range that cater for all the family.
New Healtheries Grain Wafers Wholegrain Corn are wafer thin and made with wholegrain corn, which makes them super yummy with extra crunch! And they’re 97% fat free, wheat free and low in sodium – just add your favourite topping.
Go to www.healtheries.co.nz for more information or call 0800 268 872.
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No lull for Gull NZ fuel retailer focuses on new sites and new investments.
Gull general manager Dave Bodger at the opening in Matamata.
Independent fuel retailer Gull Petroleum officially opened its 50th petrol station in Matamata in September and to mark the occasion, locals were treated to a 50 cent per litre discount across the fuel range for a two-hour period. The 50th site cements the familyowned fuel retailer as a key player in the petroleum market. Gull general manager Dave Bodger says it’s important that the business expands and continues to provide New Zealanders with savings at the pump, as well as alternative fuel options. “We’re competing against the big retailers so we need to invest more, to get our fuel into the cars of more New Zealanders,” he says. In addition to Gull’s competitive fuel prices, Gull’s biofuel range has
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become a key point of difference for the business. Gull Diesel Max, Gull Regular Plus and Gull Force 10, New Zealand’s first biofuel (a 10% ethanol mixed with premium gasoline giving higher octane and cleaner performance), has enabled Gull to lead the competition in alternative fuels and help motorists reduce their carbon footprints. The focus at Gull for the past two years has been to build the company’s infrastructure with eight new sites opened and with two more on the way, as well as a number of unmanned sites which provide further fuel savings. Bodger says Gull is well on the way to achieving its growth targets. “As well as the 50th site, we’ve also invested heavily in a new multimillion-
dollar tank in Mt Maunganui. The tank holds 10 million litres and will assist in getting our product out more seamlessly to the 50 locations. “Demand for our fuels is high and future-proofing our business with this infrastructure is significant as we look to flex our muscles.” The Matamata opening was full of fanfare with a live band rocking out on the petrol station rooftop, speeches by Bodger and Matamata mayor Hugh Vercoe, community group performances and giveaways. The new Gull petrol station also features a concept cafe, which will serve barista-made coffee and gourmet snacks ensuring people get their fix while on the go. Bodger says that the company is looking forward to being part of the local community, and bringing competitive fuel pricing to Matamata. “Like all of our petrol stations, we hope we can provide Kiwi motorists with affordable fuel and environmental benefits so they keep coming back. “We’re New Zealand’s first independent fuel retailer and have been providing Kiwis with savings since 1998 – Matamata will be no different,” says Bodger. Gull New Zealand was founded in 1998 by the Rae family who saw the need and potential for an independent energy supplier. Adherence to a philosophy of
In addition to Gull’s competitive fuel prices, Gull’s biofuel range has become a key point of difference for the business.
low-cost management, prudent investment decisions and a carefully planned marketing strategy commenced with the building of a state-of-the-art terminal in Mount Maunganui in 1998. Tanks were relocated from Marsden Point by barge, a feat the opposition said was “impossible”. In 2010 Gull achieved another first and extended its environmental focus with release of Gull Diesel Max, a high quality biodiesel blend sourced from sustainable New Zealand vegetable oil. Gull now has five service stations that only sell biofuels. According to the results of a recent survey by Canstar Blue, Gull received five stars for customer satisfaction with the price of its petrol. Gull came second in this survey and was only surpassed by Z Energy. l
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Coke gets personal Following the release of limited edition bottles featuring 150 popular New Zealand names, Coca-Cola is giving New Zealanders even more ways to get personal and ‘Share a Coke’ with their friends and family. The ‘Share a Coke’ team kicked off a three-month tour around the country – the biggest ever for Coca-Cola in New Zealand, giving people the chance to customise bottles and cans with a name of their choice. Consumers can create and share a very special Coke can with friends via Facebook and on shareacoke.co.nz. The application allows fans to request a customised ‘virtual can’ with the first name of their Facebook friends and share it on their walls.
Brid Drohan-Stewart, Coca-Cola Sparkling Beverages marketing manager.
From mid-September, the ‘Share a Coke’ team is visiting select grocery stores and universities where consumers can buy a 600ml Coca-Cola bottle and request the name of their choice. The website shareacoke.co.nz shows dates, locations and conditions and new opportunities are being added regularly. In October and November, Coca-Cola will also visit 10 malls around the country, where consumers can get a free customised 200ml Coke can and request the name of their choice. The new multi-million dollar campaign launched with 150 popular Kiwi first names on the labels as an invitation to ‘Share a Coke’ with others. “This is a playful social invitation to Kiwis that puts them front and centre using the power of the first name,” says Brid Drohan-Stewart, Coca-Cola Sparkling Beverages marketing manager. “We want people to have fun finding the names of friends and family they want to catch up with, those they’ve lost touch with, or even someone they’ve yet to connect with so they can enjoy sharing a Coke together.” From now until Christmas, bottles of Coca-Cola will have first names ranging from Aaron to Zoe on one side of the bottle. Cans of Coke will also invite consumers to share with the likes of their mates, Sis, and Bro. Vibrant television commercials will feature Kiwis sharing a Coke with their family and friends, while out-of-home and targeted proximity advertising will support key retail partners. “These limited edition bottles and cans are expected to fly off shelves as people search for their friends’ names,” says Drohan-Stewart. Based on the nominations from consumers in September, 50 new names will be announced in early November and released soon after. l
Amazon lockers arrive in C-stores Convenience stores in the US are now adding web lockers in the San Francisco area as Amazon.com expands its ‘Locker’ system. After testing services in C-stores in the Seattle, NYC, London and Virginia areas, the addition of the Northern California locker locations brings the total to at least 50 locker sites in the US, according to the company’s website. The lockers allow customers to have their online purchases delivered and stored at C-stores until they pick them up. The locker banks have been placed at C-stores and drug stores
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so that consumers can pick up packages at a time that’s convenient for them. Amazon is borrowing the tactic from traditional retailers like Walmart stores and Best Buy that have added pickup sites so that online consumers can stop by for merchandise. Without stores of its own, however, Amazon needs to find partners to provide space for the lockers. Amazon now pays a small fee each month to 7-Eleven and other store owners where it uses the locker programme. l
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Common sense prevails Trina Snow, executive director, NARGON.
GST-free fruit and vegetable policy falls out of the election basket.
The New Zealand Labour Party has quietly but effectively dropped their previous election promise to remove GST from fresh fruit and vegetables. NARGON was critical of this policy in the run up to the last election and we applaud the decision to effectively take it off the table for 2014. We consistently argued that the policy would have undermined the simplicity of New Zealand’s GST system, led to huge arguments about what products were covered and been an operational burden for stores.The international evidence against these sorts of policies is overwhelming. In Australia, there are hundreds of pages of GST exemptions and explanations but the courts were still forced to decide if a miniciabatta was a bread or a cracker for GST purposes. In Britain, it cost millions of pounds in legal fees to determine whether Pringles were crisps (which attract VAT) or biscuits (which do not). There is a plethora of other examples. Even the proposed Labour definition of ‘fresh fruit and vegetables’ was surprisingly complicated. Salted peanuts would apparently be out because they were processed.A luxury item such as fresh truffles (selling at $6000 a kilogram) would be GST-exempt but healthy products such as low-fat milk, wholemeal bread and natural muesli would be taxed. Even if truffles were excluded on the grounds they were a fungus rather than a vegetable, that would then mean mushrooms would also have to be excluded. Fresh peas would be exempt from GST but frozen peas would not. Since the introduction of GST, both Labour and National have consistently supported a simple system with no exemptions. When MP Rahui Katene from the Maori Party introduced a Goods and Services (Exemption of Healthy Food) Amendment Bill it was immediately attacked by Labour frontbencher Hon Trevor Mallard who correctly noted that an army of
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inspectors would be needed to define what is healthy and what is not. The same situation arises whenever a government tries to reduce tax on ‘worthy’ food items, including fresh fruits and vegetables. Additionally, the moment one category of exemptions is agreed to, it is increasingly politically difficult for governments to turn down other equally ‘worthy’ products. In Australia, Britain and America, items such as medicines, milk, nappies and tampons are variously exempted, again with the now familiar constant battles around the definitions. New Zealand has probably the world’s cleanest and simplest goods and service tax system. While no one likes paying GST, the system is the envy of many nations. NARGON believes that exempting fresh fruit and vegetables from GST would not improve our eating habits or reduce obesity, but it would cost $250 million and would be difficult to administer. We congratulate the Government for standing firm and Labour for now restoring the major party consensus on a clean GST system. We note that recent events in Britain have again confirmed the difficulties caused when a government tries to tax ‘unhealthy foods’. In their March 2012 Budget, the Conservative-Liberal Democrat coalition announced they would charge VAT (their equivalent of GST) on all food that was sold hot because they considered it was take-away food. Bizarrely, hot food that was allowed to cool in store could then be sold without VAT. A new campaign has been launched to specifically oppose adding VAT to the sale of whole rotisserie chickens on the grounds those chickens are not eaten the same way as take-away foods. Arguing that whole rotisserie chickens are generally used as part of a big meal rather than as a meal themselves, the “Don’t Tax Our Roast” campaign hopes to gain an exemption. The campaign says that whole roasted chickens are a special case and cannot be safely cooled down in store and then reheated at home just to avoid VAT. That would be a health risk. The VAT system is simply a mess and getting more untidy all the time. New Zealand has done well to avoid such expensive fiascos which have no real public health benefits.
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the business of liquor reselling
For the
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Demand for cider is skyrocketing, with many new releases expected this summer. Rochdale Cider is New Zealand’s oldest cider company. It was started in the late 1930s in the Nelson suburb of Stoke. The area was surrounded by apple orchards so was the perfect location to start a cidery. “Roachdale Cider” was trademarked in 1941, but it’s written “Rochdale” on the front of the building. The cider was brewed in concrete tanks lined with beeswax and apples were pressed on site for their juice. Cider was the drink of choice for women between the 1930-1970s and was often drunk at balls as a punch. Cider went out of favour in the late 1970s as wine started to appear on the market in New Zealand and by the late 1970s Rochdale Cider was the only cider company left in NZ. It remained that way until Harvest Cider was started in the late 1980s in Hawkes Bay. Terry and Bev McCashin purchased the Rochdale Cider factory in 1980 and continued making Rochdale Cider on site until the Mac’s brand was sold to Lion Nathan in 1999. Rochdale Cider was started again in 2010 when Terry and Bev’s oldest son Dean started brewing again on site in Stoke. Rochdale Cider is made without added sugar, preservatives or additives and is gluten free. It is available in three variants; Traditional (Apple), Pear and Ginger Lime. It is distributed nationally by Glengarry Hancocks. “Rochdale Ginger Lime Cider, vodka, ice and mint makes an easy Moscow Mule,” says brewery office manager Emma.
New joint venture Being a cidermaker might sound like an idyllic job, but the man who produces Old Mout’s brews – and all the cider for DB – has a busy time ahead. It’s not all mucking about in sundappled orchards for David Sax, who is now in charge of all the cider production for both companies following the joint-venture arrangement between the two, but he is looking forward to the challenge of taking cider to the next stage. “Cider is still a growing category and we’re still growing at well over 150% a year,” he says. “The category is growing at 33% a year, but there is so much space to grow. Compared to beer, that’s really good, because we only make up 1% of alcohol sales now, compared to 2% in Australia and 13% in the UK. There is a massive opportunity for growth.” Research shows that only 9% of households bought cider last year. To some, that would look like failure, but Sax is bullish about the figures. “That means 91% of households are there to be converted. It’s a huge market for us to get into.” The figures might look small but, given where cider has come from, the strides so far have been immense, due in no small part to the efforts of big breweries DB and Lion, whose weight helped the smaller producers to move forward as well. “We take cider extremely seriously and the joint venture with DB gives us a great opportunity to continue to be
love of cider innovative in what we produce.” Sax doesn’t come from a brewing background, despite growing up in Sussex, the southern heart of cider country in England. Oddly enough, he started off as a winemaker in his native land, helping England’s nascent wine industry. He wound up in Blenheim working at Grove Mill winery, before switching from grapes to apples in Old Mout’s Nelson home, but his winemaking touch has come in handy. “I tend to take a winemaking approach to cider – I like to be able to keep those primary fruit flavours, like a good wine.” That also spurs his innovative urge when it comes to cider. “What’s great about wine is that there are so many varietals. You can’t say you don’t like wine, because there is a wine out there for everyone. I think cider can be the same, with a range of different flavours available.” That doesn’t mean a sudden bloom of specialty cider apples growing around the country. In fact, there are no cider apples grown in commercial quantities here, but that hasn’t stopped Sax working with what he’s got. “There will be a lot of new products available; I’m keen to have a fruit ferment on the go all the time.” Some of the new variants will include a hopped cider – a lovely, subtle cider with a tangy hop finish that was launched at Beervana – and he’s also keen to try a bottleconditioned cider. But it’s sales that are providing the most successful stories so far and that looks likely to continue. “We’re getting a specialisation in the
cider market now. Before it was a tiny part of beer sales, but with dedicated cider reps on the road it will be different. We’re looking to push it to a new level.” New launches and in-store tastings Justin Hall, managing director of Redwood Cider, talked some more about Old Mout Cider, Monteith’s ciders and Johnny Arrow and their performance in New Zealand supermarkets. “We launched Old Mout Cranberry & Cider last December, Old Mout Hot Berry Cider in May 2012 (especially for winter) and we’re currently launching Monteith’s Crushed Summer Berries right now. In just over six months, Old Mout Cranberry & Cider has rocketed to be in the top 10 in volume with only 68% distribution (Nielsen Data to the quarter ending 12/08/12).” Commenting on the new joint venture with DB, Hall says: “Old Mout Cider, from a grocery perspective, is business as usual. It’s still the Redwood team making and selling the range. New for us is that Redwood Cider is now responsible for the sales, marketing and distribution of Monteith’s ciders and Johnny Arrow cider from October 1. Our aim is for our passionate cider people to get more Monteith’s and Johnny Arrow onto supermarket shelves. We also want people to watch out for in-store tastings across our entire portfolio so consumers can get a good understanding of the depth and breadth of our range.” Old Mout Passionfruit & Cider is also on the way. “It’s currently ranged in Foodstuffs and we hope to get it out into Progressive stores in the New
Old Mout cidermakers, Merophy Hyslop and Dave Sax.
Year,” says Hall. And which new consumer trends does he predict? “We expect to see sustained growth across the entire cider category. Consumers will be looking for interesting ciders as well as continuing to enjoying their favourites. “We have a dedicated Cider Lovers Club for fans of the Old Mout brand. We surprise and delight these ciderenthusiasts with advance tastings of new products, opportunities to attend events we’re at and they’re always the first to know what’s going on at the cidery. “We’re extremely active amongst our Facebook fans with both Monteith’s and Old Mout. It’s a great way to engage with our consumers and it’s the perfect channel for them to tell us what they like, what they don’t and often share suggestions of new cider innovations they think we should explore.” OCTOber 2012 FMCG
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Zeffer Zeffer Brewing Co is a producer of craft cider based in an idyllic Matakana valley just north of Auckland. Its focus is on producing quality cider made from a carefully selected blend of apple and pear varieties. Fruit is sourced direct from growers around New Zealand and then freshly crushed on site at the Zeffer cidery. Produced in small batches, there is minimal intervention through the cidermaking process allowing natural flavours and aromas to develop. The Zeffer story began a few years back when its founders, Sam and Hannah, developed a taste for cider while travelling through Europe. Upon arriving home to Matakana, Sam decided to focus his eight years of winemaking experience into making a premium cider previously unseen in New Zealand. Hannah, fed up with rush hour traffic and keen to get back to her country roots, decided to join Sam in his quest and from there the Zeffer Brewing Co began. A modest trial year in 2009 was met with a huge response and the past few years have seen a rapid increase in production to meet the everincreasing Kiwi thirst for cider. Now a team of three, with co-owner Josh looking after the marketing and sales side of the business and a new
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facility on the horizon, the future is looking bright for one of the few independently owned New Zealand cider makers. Still made in Matakana and distributed nationwide by Eurovintage, Zeffer’s main focus continues to be on quality. Sourcing the best fruit from around New Zealand to create ciders that are naturally dry with no added sugar, artificial sweeteners or colourings. Appletree Cider Company In 2008, after spending several years working in the wine industry, Sam Cooney (Appletree Cider Co’s owner/ cider maker) was introduced to cider while working in Alsace, France. Wine making since 1639, the family winery there was a real eye opener with their fusion of modern innovative techniques and staunch tradition, set in a village straight out of a medieval fairytale story. Everyone dines together (the owners, winery workers, and grape pickers), and it is a real family atmosphere. Most of the workers work there for free. It was during these dinners that Sam was introduced to a French cider. The workers and the winery owners alike would produce various foods and drinks from their native region of France to share with the feast (and always trying to go one up on the other regions). The produce got progressively more amazing as the feast went on. After tasting a traditional French cider for the first time, Cooney was blown away by the potential of apples. Unlike many English styled ciders, which often tend to be very dry, French ciders have a crisp fuller fruit
flavour with a hint of sweetness and are lighter in alcohol. On his return to New Zealand in 2009, to work in another winery, he started making a cider for his mother when she complained of having no drinks that were light alcohol and refreshing. After all his mother’s friends started drinking the cider the ‘Appletree Cider Co’ was born. Cooney says: “Apple Tree Cider is made from 100% Fresh Hawke’s Bay Braeburn apples, which have a fantastic balance of crisp acidity and natural sugar, and a hint of elderflower, which is sourced from the South Island. This harmonious combination of handpicked apples and wild elderflower is simply just great to drink.” Taste of Kiwi summer The Isaac’s Cider family welcomes a new limited edition release for summer: Isaac’s Cider with Feijoa. The blending of a feijoa wine into a cider base has produced a delicate, aromatic and dry cider, giving a fresh twist to the classic formulation. The uniquely quirky New Zealand flavour that is feijoa makes this the perfect refreshingly cool drop to enjoy on a beautiful evening. “The last three years has seen the biggest growth in cider, which is largely driven by Lion innovation – Isaac’s and Speight’s have exploded the category,” says Lion craft beer brand manager Hayden Harvey. “Isaac’s Winter Cider was a really successful seasonal release, and now Cider with Feijoa is a great summery flavour to be adding to the existing stable of apple, pear and berry ciders.” Isaac’s Cider with Feijoa will be available throughout summer in 6-packs (RRP $17.99) and 12-packs (RRP $28.99) from supermarkets and selected liquor outlets from November 1. l
ci d er s Old Mout Passionfruit & Cider 1.25L PET Old Mout Passionfruit & Cider is an enticing blend of apple cider with luscious passionfruit wine, crafted by our cider makers to remind you of more balmy, farflung places. Food match: Enjoy with chilli prawns, chicken salad and crispy noodles, and all manner of summery foods you’d sit on a picnic rug to eat. RRP $12.99 Redwood Cider Co Phone: 0800 CIDERS (243 377) orders@redwoodcider.co.nz www.redwoodcider.co.nz
Old Mout Cranberry & Cider 1.25L PET Old Mout Cranberry & Cider is the rather tasty tipple that occurred when our crisp apple cider met its match with a lovely cranberry wine that’s just a little bit tart. It might be love. Food match: Perfect with a platter of cheese and crusty bread, or with barbecued pork and summer salad. RRP $12.99 Redwood Cider Co Phone: 0800 CIDERS (243 377) orders@redwoodcider.co.nz www.redwoodcider.co.nz
Monteith’s Crushed Pear Cider 330ml Smooth and inviting with a juicy pear sweetness and crisp finish, made from 100% freshly crushed New Zealand pears. Serve over ice for a refreshing summer drink. Food match: Try it with ginger spiced food, or blue cheese and cheddar with slices of pear. RRP $31.99 per 12 pack Redwood Cider Co Phone: 0800 CIDERS (243 377) orders@redwoodcider.co.nz www.redwoodcider.co.nz
Monteith’s Crushed Summer Berries Cider 330ml A delicious combination of crisp apple cider blended with a unique summer berry wine, made up of strawberries, raspberries and cranberries. Serve over ice for a refreshing drink, anytime. Food match: Try it with a smoked chicken salad, or a platter with some fresh bread, cold meats, a nice fruit chutney and some mild cheddar. RRP $15.99 per 4 pack Redwood Cider Co Phone: 0800 CIDERS (243 377) orders@redwoodcider.co.nz www.redwoodcider.co.nz
Johnny Arrow Dry Pear Cider 330ml A light-coloured cider with delicate pear notes and a smooth-in-mouth feel that delivers a clean, dry finish. RRP $23.99 per 12 pack Redwood Cider Co Phone: 0800 CIDERS (243 377) orders@redwoodcider.co.nz www.redwoodcider.co.nz
Johnny Arrow Dry Apple Cider 330ml A brilliant gold cider with a fresh apple taste and aroma that delivers a crisp, dry finish. RRP $23.99 per 12 pack Redwood Cider Co Phone: 0800 CIDERS (243 377) orders@redwoodcider.co.nz www.redwoodcider.co.nz
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Zeffer Dry Apple Cider 500ml Zeffer dry apple cider has a light, refreshing style. With a green apple tang and earthy undertones that come through on both the nose and palate. It has a crisp, balanced acidity with a cleansing dry finish. Unfiltered it has a slight haze. No added sugar, artificial colours or flavourings. RRP $5.95 ($14.95 per 4 pack) Eurovintage Phone: 09 588 4262 or 0800 338 766 info@eurovintage.co.nz www.eurovintage.co.nz
Zeffer Dry Pear Cider 500ml Zeffer dry pear cider has lovely honey, guava and tropical fruit aromas. It is low in acid giving it a soft, full-bodied, textural mouth feel. Unfermentable sugars in the pear juice give this cider a slight sweetness, while still having a deliciously dry finish. Unfiltered it has a natural haze. No added sugar, artificial colours or flavourings. RRP $5.95 ($14.95 per 4 pack) Eurovintage Phone: 09 588 4262 or 0800 338 766 info@eurovintage.co.nz www.eurovintage.co.nz
Zeffer Slack Ma Girdle Cider 750ml Slack Ma Girdle is a premium, limited release, seasonal cider. On the nose, Slack Ma Girdle has sweet apple notes with tropical fruit and a hint of straw. Tart apple flavours are accompanied by pineapple, passionfruit and a blend of nuts and spice. It is full bodied, with good length and well balanced acidity and tannins. All this is rounded off with the trademark Zeffer dry finish. RRP $14.95 Eurovintage Phone: 09 588 4262 or 0800 338 766 info@eurovintage.co.nz www.eurovintage.co.nz
Rochdale Traditional Cider 330ml Rochdale Traditional Apple Cider is made using only New Zealand apple juice, yeast and water. There are no additives or preservatives or added sugar and it is gluten free. A medium dry style cider where you can actually taste the apples, but it’s not too sweet. RRP $16.99 per 4 pack Hancocks Wine, Spirit & Beer Merchants Phone: 0800 699 463 sales@hancocks.co.nz www.hancocks.co.nz
Rochdale Ginger Lime Cider 330ml Rochdale Ginger Lime Cider is made using only New Zealand apple juice, yeast, crushed ginger, Hawke’s Bay lime juice and water. There are no additives or preservatives or added sugar and it is gluten free. A medium dry style apple cider with a tang of lime juice and fresh ginger flavour. RRP $16.99 per 4 pack Hancocks Wine, Spirit & Beer Merchants Phone: 0800 699 463 sales@hancocks.co.nz www.hancocks.co.nz
Apple Tree Cider 500ml Apple Tree Cider is made from 100% Fresh Hawke’s Bay Braeburn apples − which have a fantastic balance of crisp acidity and natural sugar − and a hint of elderflower, which is sourced from the South Island. This harmonious combination of handpicked apples and wild elderflower is simply just great to drink. RRP $7.50 Negociants New Zealand Phone: 0800 634 624 ordersnz@negociants.com www.negociants.com
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ci d er s Isaac’s Berry Cider 330ml Isaac’s Cider with Berry is the same Isaac’s Cider you already know and love with a refreshing hit of boysenberry. A refreshing cider that exhibits a slightly sweet hit of apple up front, and is complemented by tart boysenberry toward the back end and has a clean, balanced finish, which enhances its sessionability. RRP $15.99 per 6 pack or $25.99 per 12 pack Lion Phone: 0800 835 554 orders@lionco.com www.macs.co.nz
Isaac’s Pear Cider 330ml If you think Isaac’s Cider has gone a little pear shaped you’d be absolutely right. The inclusion of locally grown New Zealand pears to our already beloved apple cider makes Isaac’s Pear Cider the latest refreshing change from Mac’s. Isaac’s Pear Cider is a dry, light cider with a refreshing hit of pear. Crisp and clean. RRP $15.99 per 6 pack or $25.99 per 12 pack Lion Phone: 0800 835 554 orders@lionco.com www.macs.co.nz
Isaac’s Apple Cider 330ml Isaac’s Cider is made by Mac’s from locally grown apples for locally grown people, getting through what we hope will be a hot locally grown summer. It is a splendid cider made in New Zealand with the crisp, refreshing taste nature intended. RRP $15.99 per 6 pack or $25.99 per 12 pack Lion Phone: 0800 835 554 orders@lionco.com www.macs.co.nz
Speight’s Cider 330ml A crisp, clean, dry cider. Speight’s cider is the perfect way to conquer your thirst. Whether you’re watching the game or tending the barbie. Speight’s to the core, this is a cider that goes about its business in an understated yet hugely competent manner. RRP $13.99 per 6 pack or $22.99 per 12 pack Lion Phone: 0800 835 554 orders@lionco.com www.speights.co.nz
Magners Premium Irish Apple Cider with Orange & Honey 500ml Magners Premium Irish Pear Cider with Natural Ginger 500ml Magners Premium Irish Apple Cider with Berries & Peach 500ml Magners Selections is a new range of premium crafted ciders specially blended with natural ingredients. Magners Selections features the familiar tastes of both Magners Original cider and Magners Pear cider blended with unexpected yet inviting natural flavours. RRP $6.99 Hancocks Wine, Spirit & Beer Merchants Phone: 0800 699 463 sales@hancocks.co.nz www.hancocks.co.nz
OCTOber 2012 FMCG
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NZ wineries shine at World’s ‘Wine Oscars’ Yealands Estate and Ngatarawa Wines triumphed at the world’s most rigorously judged independent wine competition, the International Wine Challenge (IWC), held recently in London. Building on its award success earlier in the year, New Zealand took home the following highly coveted awards: • James Rogers Trophy for best wine in its first year of production: Marks & Spencer Single Block Series S1 Sauvignon Blanc 2011, Yealands Estate. • Sustainable Trophy: Ngatarawa Alwyn Winemaker’s Reserve Chardonnay 2010, Ngatarawa Wines. Yealands Estate owner and founder, From L to R: Yves Fourcade (buyer, M&S), Belinda Kleinig (M&S winemaker) Peter Yealands, says this international and Yealands Estate chief winemaker Tamra Washington. recognition for a wine from the Seaview Vineyard is testament to the unique wine industry gathered to celebrate the best of the best flavours and quality of fruit grown in the from the world of wine and witness the unveiling of 41 Awatere Valley. prestigious awards. Yealands added: “This is the holy grail of wine competitions Metcalfe comments: “The IWC’s aim is to recognise and we are thrilled to be judged the very best in the world. excellence and help wine drinkers everywhere source some This reflects our unique location and the efforts of our of the world’s best wines. The credibility of the IWC logo is vineyard and winemaking teams.” testament to the competition’s unrivalled professionalism The judges described the wine as “a great example of a and meticulous judging processes. IWC medals help to take Sauvignon Blanc from the Awatere Valley with a fragrant the risks out of buying wine, and point consumers towards slightly floral nose with herbal aromas, striking acidity on quality wines at all prices and in all styles.” the palate with a fresh finish. A thrilling wine!” Thorough systems and scrupulous judging are integral to Yealands Estate chief winemaker Tamra Washington is the success and international credibility of the IWC which delighted with the recognition. is led by a team of world-renowned wine experts working “The single block wines provide the purest expression of with 400 judges drawn from the wine world. Each gold our Seaview Vineyard and show the unique potential of medal-winning wine is blind tasted at least three (and up to this sub-region for producing outstanding wines. We’re six) times. privileged to work with such premium cool-climate fruit.” “The IWC is about to celebrate its 30th year and the New Zealand Winegrowers chief executive, Philip Gregan, influence of the competition has never been greater. We says this win for New Zealand wine, in a key overseas have received a record number of entries this year with market, confirms the world-class quality Sauvignon Blanc more countries entering than ever before as more wine that New Zealand continues to produce. producers see the value of an IWC award win. “Sauvignon Blanc is New Zealand’s top exported varietal “The wine drinker is very well served this year with great and international awards, such as these, reiterate the quality and well-priced wines available worldwide. The exceptionally high quality of New Zealand wine, and are International Wine Challenge is very proud of its role in important for marketing our wine to the world.” bringing these wines to the attention of wine drinkers,” The Yealands Estate Single Block S1 Sauvignon Blanc 2011 is sold through Marks & Spencer in the UK and will be released says Charles Metcalfe. For more information on the IWC and to see globally later this year. a complete list of all the winning wines, visit Hosted by IWC co-chairmen and leading wine experts internationalwinechallenge.com. l Charles Metcalfe and Tim Atkin MW, the elite of the
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FMCG OCTOBER 2012
Chardonnay takes top honours at Romeo Bragato Awards An Auckland Chardonnay has been awarded Champion Wine of Show at this year’s Romeo Bragato Wine Awards. Grown by Brett Donaldson, the Villa Maria Single Vineyard Ihumatao Chardonnay 2011 won the coveted Bragato Trophy, the Bill Irwin Trophy for Champion Chardonnay and the Sustainability Trophy. The Bragato Wine Awards, held each year as part of the Romeo Bragato conference, are awarded to the grower for viticultural excellence. The competition recognises that growing excellent grapes is the foundation of making wines of true quality. Trophies are awarded to the top wine from each varietal class judged. The diversity of the wine industry was reflected in the many regions represented in the trophy-winning line-up, with trophies being awarded to wines grown in seven regions. “Nestled in the crater of a volcano near Auckland International Airport is the Ihumatao Vineyard. Brett Donaldson has been the vineyard’s manager for the
past four years, and he is the only vineyard manager in Mangere. Despite the challenging growing conditions of heavy rain, peat soils and a high bird population, Brett has provided us with great fruit to make this wine,” says Oliver Powrie, company viticulturist for Villa Maria. Olly Masters, chairman of judges, says: “Overall the judges enjoyed and appreciated a group of wines of a generally high standard. The nature of the Bragato Wine Awards with higher proportion of smaller producers and lower volume wines does allow a great range of styles to show well. “The Champion Wine of Show is a wine that nicely merges the ripe fruit driven and the more mineral styles together, whilst still maintaining elegance,” says Masters. The competition had 534 entries with 49 gold medals, 109 silver and 226 bronze medals being awarded. The trophies were presented at the Bragato Dinner, one of the highlights of the recent Romeo Bragato Conference. l
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Roaring success for Lion at Brewers Guild Awards The Sutton Group Brewers Guild of New Zealand Awards have been announced with Lion scooping one gold, four silver and three bronze medals across its Steinlager, Speight’s and Mac’s brands. Mac’s Isaac’s Cider enjoyed particular success, winning gold for its Apple Cider and bronze for its latest creation, Winter Cider. Lion won the following medals: • Gold – Isaac’s Apple Cider (Cider and Perry Styles) • Silver – Mac’s Gold (New Zealand Specific Styles) • Silver – Mac’s Black Mac (Stout and Porter Styles) • Silver – Mac’s Spring Tide (International Lager Styles) • Silver – Steinlager Pure (International Lager Styles) • Bronze – Isaac’s Winter Cider (Cider and Perry Styles) • Bronze – Speight’s Gold Medal Ale (New Zealand Specific Styles) • Bronze – Steinlager Premium Light (European Lager Styles). Lion first entered the cider market in 2009 under the Mac’s brand. Just as the apple fell down and hit Isaac Newton square on the head, Mac’s enjoyed an equally splendid flash of inspiration and launched its apple cider using New Zealand grown apples, which was an instant
hit with consumers. Since then Mac’s has expanded its range to include four different flavours, the latest being Winter Cider (served warm or chilled), which launched in May this year. “We are delighted to keep winning awards as it recognises our unwavering commitment to brewing beers and ciders of the highest quality. These awards acknowledge the outstanding skill and dedication of our team of world-class brewers,” says Danny Phillips, brand director at Lion. “In particular, our entry into the cider market is still fairly recent so it’s great to receive industry accolades for our efforts so early on. Given the huge amount of media attention in craft beer at the moment, it’s also fantastic to see that Mac’s, New Zealand’s original craft beer brand, continues to stand toe to toe with the many newer craft beers entered into the awards. We’re also pleased that the Steinlager and Speight’s brands continue to be recognised as providing beers of outstanding quality, as they have over their long and proud histories.” In its 11th year, the Brewers Guild Awards continue to be strongly contested with 460 entries in 2012. Awards were handed out at a gala evening in Wellington hosted by entertainer Te Radar. l
Spicy new release If you’re looking for something refreshingly different this summer, look no further than Mac’s Ginger Brew – alcoholic ginger beer. Made using a traditional recipe, it is crafted, not manufactured, and brewed the proper way (not just infused) with real ginger. An innovative
addition to the Mac’s family, Ginger Brew is something a bit out of the ordinary, giving a nice and spicy ginger hit within an easy-drinking and refreshing drop. Not too sweet, this crafty little ginger brew is the perfect companion on a hot afternoon or balmy summer’s evening. Mac’s Ginger Brew will be available from November 15 in selected bars (including Mac’s Brewbars), and as 6-packs (RRP $19.49) and 12-packs (RRP $32.99) in supermarkets and liquor outlets. l OCTOber 2012 FMCG
79
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JANUARY
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FEAST GISBORNE
Waiohika Estate Vineyard, Gisborne, NZ
18-27
INTERNATIONAL GREEN WEEK BERLIN
www.feastgisborne.co.nz
21-25
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The world’s biggest fair for food, agriculture and horticulture Berlin, Germany
Paris, France
www.greenweek.de
www.sialparis.com
27-28
Glutenfree Food & Allergy Show
Christchurch, NZ
www.glutenallergy.co.nz
NOVEMBER 2-4
THE HEALTHY LIVING SHOW
Auckland, NZ
www.healthylivingshow.co.nz
4-6
C-SHOP COLOGNE
The European Convenience Show Cologne, Germany
www.cshopcologne.com
Mumbai, India
www.drinktechnology-india.com
6-8
INTERNATIONAL PACKTECH INDIA
Mumbai, India
www.packtech-india.com
SkyCity Convention Centre, Auckland, NZ
www.management.co.nz/top200
Cologne, Germany
www.ism-cologne.com www.prosweets-cologne.com
28-31
PINOT NOIR NZ
Wellington, NZ
www.pinotnz.co.nz
6-8
FRUIT LOGISTICA
Berlin, Germany
www.fruitlogistica.com
13-16
BIOFACH
Nuremberg, Germany
www.biofach.com
MARCH
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Is your event or trade fair featured here? If you’d like to be included please email: editor@fmcg.co.nz
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6
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