SupermarketNews Magazine | February 2024

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you want the truth, you can't handle the truth!

Arecent interview in Australia by Four Corners reporter Angus Grigg with Woolworths CEO Brad Banducci on pricing practices has gone viral. The news bite from the interview shows Banducci's flare-up and inability to redirect the line of questioning by leading the conversation confidently and knowledgeably. This slip-up has given a reason for the audience and Woolworths customers to question Woolworths's trustworthiness and organisational reputation. Like Jack Nicholson's famous line, when pushed it is sometimes easy to forget everything your PR team have coached you to

say and to flare up. It highlights how essential media training is for top executives, key industry spokespeople (take note politicians) and, in fact, anyone in a customer-facing role.

Banducci was questioned about the lack of competition within the Australian grocery market by Grigg, who asked about a comment from the former head of ACCC, Rod Simms, who said Australia has one of the most concentrated supermarket sectors in the world. Banducci stated that this opinion was untrue and that Simms was "retired", adding that the competition had increased since initiatives were introduced over a decade ago. Simms, however, only retired 18 months ago, so his opinion was valid.

Banducci quickly regretted his comments when Grigg pointed this out after questioning if Banducci was impugning Simms. It was a pure gold moment for the interviewer, particularly when Banducci wanted to walk out. A PR smoothover got the interview

back on track, with Banducci returning to complete the interview, but that sound bite is the one that has gone viral.

This example reflects the importance of training, giving individuals the tools to navigate pointed questions. To keep calm and stay within the agreed narrative. Public figures and leaders globally utilise it for a good reason: to avoid situations where comments can cause regret or negatively reflect the image of a person, a company or a brand.

When you, your brand or your business comes under scrutiny, articulating clearly and thoughtfully is extremely important to avoid letting slip an opinion or comment in the heat of the moment that you will regret later.

Tania Walters | Publisher

Bringing Affordable Produce to the South Island

Fruit and vegetable delivery business Wonky Box is set to bring its affordable fresh produce to the South Island.

AUS BRAND LAUNCHES IN TESCO

UK | The probiotic drink, also known as ‘booch’ to its fans, contains live bacteria that maintain good gut health.

NZ WOMEN IN WINE'S NEW CHAIR

New Zealand Winegrowers is delighted to announce that Jo Cribb will be the new Chair of New Zealand Women in Wine, effective February 2024.

FINALISTS FOR 2023 PACKAGING DESIGN AWARDS

MTPak Coffee is delighted to announce the finalists for the 2023 Packaging Design Awards.

THE NEW LIGHTER ON SUPERMARKET SHELVES

BIC, a world leader in stationery, lighters and shavers, announced the New Zealand launch of BIC EZ Reach, the ultimate lighter for all flame occasions.

SUPPORTING FOOD & BEVERAGE RECYCLING

Tetra Pak, a global leader in food and beverage processing and packaging, is taking significant strides to address the recycling challenges associated with beverage cartons in New Zealand.

DRIVING FUNCTIONAL FOOD PRODUCTS

Changing dietary preferences and increasing health awareness are the key factors propelling the demand for functional food products in AsiaPacific (APAC).

SUPPORTING LOCAL

The Franz Josef community is set to receive a significant funding boost from the Foodstuffs South Island Community Trust through its locallyowned Four Square store. CLICK TO READ MORE

GRAPE EXPECTATIONS

Quality expectations for the upcoming grape harvest are positive amongst grape growers and wineries as the warm summer continues in winegrowing regions around New Zealand.

CLICK TO READ MORE

fgc update

Unlike this time last year, we’ve been fortunate that we haven’t had a repeat of the truly devastating weather events. A year on many are still dealing with the impact of these events. We know the rebuild will take time, but we have to make sure that we’re backing the regions with what’s needed for recovery, especially for our growers and producers.

The new Government has indicated that the rebuild and resilience is a priority, with a recent commitment of $63 million towards sediment and debris removal to prevent any further damage to infrastructure and restore productive land. The recovery continues, next prioritisation has to continue for roading repairs and long-term solutions for the temporary fixes made to stop banks.

You might have seen the new adsfrom this month there are new recycling changes, requiring all Councils to have the same recycling collection options at kerbside across the country. While this makes a difference to what many Kiwi consumers can put into their recycling bins, it is causing some big headaches for brand owners who have to review how they label their products to tell consumers whether they can be recycled or not. Lag times for labelling mean it’s impossible for changes to have been made ahead to meet the 1 February deadline. Two major areas of concern include caps and lids,

Raewyn Bleakley Chief Executive, New Zealand Food & Grocery Council

and aerosols, which are now not able to be collected at kerbside. More importantly for environmental outcomes these changes mean we are sending more material to landfill that is recycled overseas. We are keen to see better outcomes in Aotearoa New Zealand and NZFGC will continue to work with the Ministry for the Environment and other stakeholders through our very active Sustainability Committee.

We’re now nearing the six-month mark of the new Grocery Code being in place –while the Code applied immediately to new supply agreements, any made prior need to be reviewed to identify inconsistencies with the Code. As the Grocery Commissioner has said, the Code is a once-in-a-generation opportunity to make long-term, sustainable change for benefit of Kiwi consumers. The Commerce Commission has confirmed that they are preparing a checklist for suppliers to use before signing any new or amended grocery agreements. While we wait for the regulator’s checklist, here’s a recap of what’s in the new Grocery Code and how it’s going to make a difference for the grocery sector to ensure competition and efficiency by:

• Promoting fair conduct, and prohibiting unfair conduct;

• Promoting transparency and certainty about supply agreements; and

• Contributing to a trading environment that supports competition, confident participants, and a diverse range of suppliers in the grocery industry.

To accompany the rollout of the new Code, a Whistleblower tool has been made available to anyone in the grocery industry. You can now raise issues with the Commerce Commission through the anonymous complaints system. This provides a secure channel to be able to report information without disclosing your personal information. The Commissions told us that they are interested in any concerns or information from any party in the grocery sector – including suppliers, major supermarkets, new and expanding retailers or any other stakeholder. This includes concerning behaviour, but also any other insights that people in the sector may wish to bring forward to the Commission.

If you’ve got questions, NZFGC have been active in supporting our members during this establishment grace period, by way of webinars, formal training support, communications and engagement, and the provision of information, resources, and guidance, as these new agreements have been made available. Get in touch – we’re keen to hear from you and to ensure the success of the new Code. n

placing consumer satisfaction first

Fresh Food Market is part of the well-established and longstanding Al Mansour Holding Group. Founders of highly acclaimed supermarket chains Metro Markets and Kheir Zaman, Al Mansour Holding Group are integral players and part of developing concept food retailing in Egypt.

The Cairo store is designed to provide the highest level of consumer satisfaction earned through service excellence throughout their shopping experience. This means a selection of food and fresh counters, several seating areas, and checkout zones with personalised packing services. The store layout is revolved around consumer satisfaction.

The overall design concept is unique in its approach, wherein it follows current fashion and luxury trends to appeal to young and wealthy consumer groups. Its minimalist approach inside contrasts highly with the

rich and generous use of colour outside.

The key highlights of Schweitzer’s design of this store are its dichroic foil and flooring, which reflects sunlight in various colours. An exceptional quality is that the foil shines in different colours that reflect in and out of the market, creating a changing, dynamic atmosphere depending on the solar radiation and time of day.

The dichroic flooring also inspired visual merchandising throughout the store, where colours and shapes were taken from the colour spectrum created by the foil and placed throughout the store. Each food section has been assigned its colour with

accessories and various decorative features that can be changed in colour.

Both store entrances to the shopping space have Palladian flooring crafted from Egyptian marble, creating an eye-catching patchwork. The work and craftsmanship required to achieve these effects was extensive.

The Fresh Food Market also has flexible counters in its fresh and gastronomy departments, which can be adapted from service to self-service. It provides ease, flexibility, and the ability to quickly and efficiently create a pop-up island to cater to trends, seasons, and events. n

FOCUS ON FRESH

Hieber's Frische Center KG is a regional retail chain belonging to Edeka Südwest. With 16 stores spread throughout Germany, the Hieber family of retailers is among the most successful in the German-speaking region.

The branch in Bad Krozingen can be called the most prestigious.

Various recent awards prove the Hieber family's innovative strength and visionary entrepreneurial spirit.

The South Tyrolean shopfitting company Schweitzer and its sister company, the retail design agency Interstore, were entrusted with redesigning the shop in Bad Krozingen. As part of the restructuring, the entire building was extended, increasing the sales area, and a medical centre and a fitness studio were added.

The store concept aimed to emphasise further the extraordinary quality of the branch's fresh food departments. In a total area of 2,960 m, the fresh food departments were redesigned to focus on a more targeted customer approach and efficiency.

The fresh food departments were already top-rated before the renovation and were enlarged again. For example, the meat counter was extended to 40 running meters. A cheese tower was integrated into the cheese department, and a wide range of cheeses was added to new self-service refrigerated counters. Customised refrigerated counters in the fresh food areas contribute to a feeling of lightness in the store. The meat and fish

departments also feature versatile self-service furniture that can be used for promotions and continuously adapted to emphasise the marketplace character of the area. Depending on the customer flow, the counters can quickly and flexibly switch from service to self-service.

One of the tasks of the new store concept was to give the store a personal and charming atmosphere in which consumers feel comfortable. To create a pleasant ambience,

the ceilings of the high rooms were lowered at focal points by elegant, "floating" wooden structures. This way, the focus was placed on selected areas, such as the fresh food and service departments, and a clear and homely feeling of space was created.

A reduced colour palette and natural materials such as wood and concrete harmonise with the green of the many plants that wind their way from the ceilings and walls and accompany the consumer throughout the market.

One of the visual design highlights of the market, the partition wall made of glass bricks facing the small kitchen, catches the eye. A custom-made piece of furniture for a carefully selected wine assortment is found in the newly integrated wine department, highlighted by a wooden floor and impressive circular light fixtures. Product islands are strategically placed in the cosmetics and confectionery areas to test new ranges and continually surprise consumers.

The graphic concept plays a prominent role in this market. The importance of human interaction in connection with the brand's focus on freshness is emphasised by implementing modern illustrations in street art style. Oversized hands, depicted on the walls and holding the appropriate product for each department, guide the consumer through the store and, at the same time, serve as a pleasant orientation aid. Wellthought-out storytelling also emphasises the market's primary competence in communication: freshly milked, marketfresh, freshly Cut, freshly caught, and freshly baked. Short, concise, and wittily formulated, the consumer immediately knows what it is about.

The store concept aimed to emphasise further the extraordinary quality of the branch's fresh food departments.

The skillfully placed contrasts between straight-lined architecture and playful graphic elements, neutral materials and colours and technological tools such as digital screens contribute to the entire area radiating lightness, freshness and modernity.

The lighting concept implemented by our lighting partner Imoon underlines the store concept and the associated highlights on the fresh food departments with visual eye-catchers.

Arrow-shaped light fixtures and the decorative ceiling design guide consumers to the checkout zone, where manned and self-checkout counters lead to the exit area. There, consumers can sit for a coffee in the bakery or snack in the pizzeria. What is notable is that this area also remains open on Sundays. n

The Future of Food Retail

Franck Hadjez, Owner of EP!C Paris and Galeries Gourmandes, spoke with Bernhard Heiden, CSO Creative Director, Schweitzer, about the evolution of the food retail environment and how to rethink food retail stores of the future.

When discussing how food retail spaces have evolved over the past few years, Hadjez said that food retail environments had become more blended to facilitate online and offline shopping.

"This hybridisation is set to continue," said Hadjez.

What remains to be seen is whether online shopping growth will start to affect physical retail, which Hadjez said depends on the market the retailer is operating from. With grocery stores seeking to be closer to consumers, a primary focus here would be to support efficiency in speed to reach the customer by removing friction from the shopping journey.

Integrated services such as an Amazon counter, postal services, and a luggage deposit for Airbnb guests in the area offer additional value to the retail space. Meanwhile, food delivery services have intensified competition in the past few years; the situation is now changing as big food retail entities such as Auchan, Casino, and Carrefour are starting to take over with their last-mile services.

Heiden asked Hadjez if he could share inspiring examples of food retail space globally, with the US and UK standing out for Hadjez.

"In my family, it was always said that one must travel to truly discover what retail is all about, and that's what we've done."

Hadjez is fascinated by Erewhon in California, positioned as a high-end retailer with values entrenched in fresh and organic foods, and Trader Joe's for its brand culture and persevering consumer loyalty. For the UK, Marks & Spencer piqued his interest, and Waitrose reminded him of Epicerie in Paris as a retailer positioned at premiumhigh levels. He also gave special mention to Spinneys in the Middle East.

Galeries Gourmades inspired Hadjez's EP!C Paris. Hadjez strategically partnered with Monoprix for its strong trademark and position as a market leader. Designed and built by Schweitzer, EP!C Paris has placed visual merchandising at its forefront.

"I have noticed that it's easy to get lost in food retail stores, which is why visual merchandising is pivotal, an area that we've closely focused on at EP!C, together with

I have noticed that it's easy to get lost in food retail stores, which is why visual merchandising is pivotal, an area that we've closely focused on at EP!C, together with Interstore.

Interstore [Schweitzer's sister company]."

Hadjez continued that he was looking to strike a balance between less expensive private label and premium products. Getting the fruit and vegetable department's positioning right was fundamental as Parisian shoppers tend to buy from markets that offer less expensive, good-quality products. Combining competitive pricing and high-quality products has given EP!C its competitive edge.

Its fresh department is its strength and integral to the business, with dedicated sections for vegan food and desserts. Following market research and customer feedback, EP!C has also created dedicated areas to serve quick lunches, snacks, and dinners.

Heiden said that there are three key things that Schweitzer considered when delivering on a retail partner's vision for their store through the lens of return on investment, which includes the cost of staff, associated energy, and store efficiency.

"There is usually a high personnel cost to develop an experiential environment – from managing counters to sampling and more," said Heiden.

This underscores the need to leverage solutions to facilitate better personnel management, a key focus area for Schweitzer.

Energy efficiency is crucial, particularly for stores using significant refrigeration. The challenge lies in offering energy-efficient solutions and leveraging self-service while offering a high experience level.

Store efficiency is a balancing act between experience and functionality, especially in a fast-moving food retail environment.

"We think hard about customer flows around the store, coupled with staff flow, and how to offer them easy access to the back-of-house storage areas."

Simultaneously, Schweitzer also prioritises the architectural elements to make retail space extraordinary.

The growing demand and importance of making choices informed by sustainability must be considered, with the importance

being within actions rather than the appearances of sustainability. Schweitzers commits itself to using sustainable materials wherever possible.

"For instance, energy-efficient lighting systems – but it's not necessary for the client or customer to notice."

Heiden continued that it was more about supporting retail partners in building stores so they can act and operate responsibly. At the same time, it's also about helping retailers bring experiences to life, reflecting the increasing desire of customers to make the right decisions.

Schweitzer works closely with its clients to offer the right sustainable solutions, enabling them to achieve their goals within their budget. From making recommendations on retail ideas that lead to environmentally sustainable solutions for customers to using innovative ways of transporting shopfitting materials to the venue, we take a holistic approach.

Refrigeration is something that Schweitzer manufactures in-house, with its testing

facility in northern Italy that ensures it constantly improves the efficiency of its cooling equipment in line with global standards.

"We also use ground-breaking flexible solutions for fresh food departments proven to reduce waste associated with remodelling stores over the long term."

Technology is also taking precedence in the retail space. Hadjez highlighted the non-negotiable nature of seamless shopping experiences, a natural byproduct of advancements in this space. In a data-driven era, businesses must adapt to take advantage of what digital solutions can offer. This includes checkout counters, ERP enterprise resource planning, and more.

Hadjez said this should also extend into food delivery services, where customers can start grocery shopping online and compete offline and vice versa using a loyalty card. All this retrieved data can then, anonymously, be utilised in-store to improve and tailor customers' shopping experiences to their needs. n

what's on my grocery list?

If we ever needed a reminder of the importance of the grocery sector to New Zealanders, there’s nothing like a Kiwi summer… getting everything you need for the festive season or filling up the chilly bin for a trip to the beach.

This is an industry that never sleeps, and no matter where you are or what you’re doing, you’re never far from the pulse of the grocery supply chain – out on the road, you can see the fresh fruit and veg ripening and goods on the move around the country bringing to a supermarket near you that special ingredient that you’re missing from your pantry.

This $25 billion sector powers our lives and many New Zealanders' livelihoods and makes up a big chunk of the local economy. I’ve got a real passion for ensuring that everyone in the sector has the right environment to help each of you flourish –and remember that you can be part of the change needed to deliver better outcomes for Kiwi consumers and new opportunities for retailers and suppliers.

This week, I launched my inaugural quarterly e-newsletter. I’ve included the key

points from the newsletter in this column, and if you would like to receive the full version or subscribe to future newsletters, you can sign up by emailing grocery. regulation@comcom.govt.nz.

There is a significant focus on the grocery sector right now. The expectation of achieving greater competition and delivering meaningful outcomes for New Zealanders is higher than ever. In talking to people across the sector, I think it’s fair to say there is a sense of pride in the focus on the grocery sector – major supermarkets, suppliers, and new and expanding entrants – and the vital role you all play as part of this ecosystem that fuels New Zealanders, their homes, and livelihoods.

When I started in the newly-created Grocery Commissioner role in July last year, I talked about how improving competition in the sector is a long game that will create

long-term, sustainable change.

Part of achieving this is ensuring that you play your part in helping the sector to deliver on this opportunity. Whether you’re a regulated supermarket or expanding retailer, supplier, or another stakeholder, you must understand your obligations, exercise your rights, and bring important information that could hamper competition to the Commission’s attention.

UPDATES WITHIN OUR WORK PROGRAMME:

MONITORING MAJOR SUPERMARKETS

Within our Grocery team, we have been monitoring the implementation of new regulatory requirements by major supermarkets, including the wholesale regime and grocery supply code, further discussed in this newsletter. We are also focused on requesting information from the major supermarkets to help us with our first annual monitoring report to be published this year. This report will look at how competition is working in the sector. I will have more to share on this soon, so watch this space.

ANONYMOUS “WHISTLEBLOWING” TOOL

You may have seen announced last week that our new grocery Anonymous Reporting Tool is now live and available for use. The tool allows individuals to report on conduct in the grocery industry without revealing their identity. We have heard from the industry that there are situations where someone who has knowledge or specific information about the conduct of a grocery industry participant (e.g., a regulated grocery retailer, supplier, or other retailer) might be reluctant to report it for fear of negative consequences or reprisals (such as being delisted from a retail store).

The Anonymous Reporting Tool can be accessed via our Make a Complaint page (https://comcom.govt.nz/make-a-complaint).

Commerce Commission

GROCERY SUPPLY CODE

The Grocery Supply Code came into force on 28 September 2023. The Code creates new rules for regulated grocery retailers around how they deal with grocery suppliers and for the content and processes associated with supply agreements.

The Code applied immediately to supply agreements made since 28 September 2023. Regarding supply agreements made before the Code’s introduction, regulated grocery retailers have a grace period of six months to identify inconsistencies with the Code and offer variations or new supply agreements. That six-month grace period will end on March 28, 2024.

Please note the obligation is for the regulated grocery retailer to make the offer; suppliers are not required to accept the offer. Suppliers should also not feel pressured to sign any offers from regulated grocery retailers.

After 28 March, the Code's provisions apply irrespective of what is in the agreement. We encourage you to seek legal advice to help understand your rights and situation.

We have preliminarily reviewed the

standard grocery supply agreements being issued to suppliers by regulated grocery retailers. We are in the process of providing feedback to regulated grocery retailers as to any issues we think need attention.

We are developing a Grocery Supply Code Checklist to help suppliers, and legal advisors determine if agreements comply with the provisions of the Grocery Supply Code. We plan to make this available in February, but you can read more in our Grocery Supply Code Factsheet.

WHOLESALE UPDATE

Another crucial part of the reforms was introducing requirements for the major supermarkets to provide wholesale to other retailers. Through this new wholesale regime, it is intended that other grocery retailers can access some of the benefits of the major supermarkets’ scale and efficiency to provide a better competitive range and pricing to consumers.

We are watching the roll-out of the major supermarkets’ wholesale offerings carefully and will assess these operations in line with the legislation. We are keen

to hear from different stakeholders in the sector to understand their perspectives on the new wholesale operations. This includes retailers trying to obtain goods and suppliers critical in enabling wholesale supply.

If we haven’t been in contact already and you want to share your perspective, we encourage you to email grocery. regulation@comcom.govt.nz. If you are concerned about revealing your identity, you can report information to us through our anonymous reporting tool here - https://comcom.govt.nz/make-acomplaint.

OTHER WORK BEING LED BY THE COMMISSION

You may be aware that the Commerce Commission has recently opened investigations into Foodstuffs North Island, Foodstuffs South Island, and Woolworths NZ, considering whether the parties' specific pricing and promotional practices comply with the Fair Trading Act. As these are ongoing investigations, we are unable to provide further information. However, further information may be uploaded to our case register as the investigation progresseshttps://comcom.govt.nz/case-register.

There has also been a significant amount of attention around the application the Commission received for the proposed merger of Foodstuffs North Island and Foodstuffs South Island. Submissions on this merger closed on 1 February 2024 and are being assessed by the mergers team. Mergers are assessed using the substantial lessening of competition test. If you would like to read more about this process, there is more information here.

SUMMARY

The success of the new grocery regime relies on everyone playing their part, and I am heartened by the level of support I am getting from across the sector. Please read up on your obligations, bring any potential issues or matters to us and understand your rights.

My team and I will update you with key developments and reminders about compliance, deadlines, and issues. We will continue to call out concerning behaviour and take action where needed to deliver on our long-term goal.

Please subscribe to our quarterly newsletter to receive these updates via email. You can do this by emailing grocery. regulation@comcom.govt.nz.

A well-functioning market is suitable for all of us; together, we can deliver better prices, better quality innovation, and consumer choice. n

TASTE OF SUMMER

Sweet corn is the taste of summer, and LeaderBrand, one of the largest growers in the country, prides itself on growing corn in Gisborne. The climate, sun and soil are all perfectly aligned to grow what they believe to be the best sweet corn available.

LeaderBrand trials different varieties of corn from all over the world each year to ensure that they’re growing the perfect match to the conditions and Kiwis’ palettes.

“Our corn is all about ensuring the best tasting, sweet and creamy corn. We know how much Kiwis love their sweet corn, so it's important that every cob is packed full of flavour,” Richard Burke, LeaderBrand CEO, said.

LeaderBrand started planting in August to ensure harvesting for December and hitting Christmas tables, and then it is available through the crucial summer months for barbeques and easy meals over the holidays.

“Thanks to an amazing August in Gisborne, one of the hottest on record, we could plant our corn harvest successfully. Even though we’ve had more rain than we’d like, the warmer days and cooler nights mean

the sweetness has been locked into the crop.”

Once the sweet corn has reached maturity, it’s time to harvest. LeaderBrand doesn’t use machines. Every cob is hand-picked to ensure they deliver the highest quality corn to stores. The Quality Control team checks every crate before it leaves the field.

LeaderBrand says that once the perfect cob has been selected, it’s all about getting the field heat out as soon as possible. They transport all their corn to their state–of–the–art cooling centre, which helps to lock in the sweetness of the crop. Then, they deliver their corn chilled straight to the stores and distribution centres, usually by the next day of harvest.

A great tip for checking the freshness of the corn is to look for a cob with a tight green husk that is rounder and fatter at the ends. LeaderBrand does not encourage pulling back the husk in-store as this dries out the cobs.

Sweet corn is one of the last true seasonal vegetables available, so the team at LeaderBrand encourage celebrating its arrival and making the most of this delicious vegetable throughout the summer.

“Corn is only around for three months, so enjoy it. As well as being quick and easy to cook, there are plenty of health benefits.”

“Corn is an easy and tasty way to get more colours into your diet. It’s packed full of antioxidants and great for healthy vision. It's also a great source of fibre, rich in folic acid and vitamin C. Kids love it, so it's an easy way to add another vegetable to their diet.”

Sweet corn is such an important part of a Kiwi summer, and after the turbulent year, consumers need some sunshine and happiness. Let’s be honest: food is such a great source of pleasure. n

farro's smales farm

Farro's has recently opened its latest store at Smales Farm on the North Shore. It has been searching for the right location for its next store for the last few years, and with only one on the North Shore, it was an easy decision to look for a new place in the area again.

"Smales Farm is a great hub and has become quite a landmark location on the North Shore throughout its development. It’s also close to the motorway, schools, businesses, and nice and handy for shoppers in those surrounding suburbs, Devonport, for example, for whom Mairangi Bay could be just a little too far,” said Craig Williams from Farro.

The newest Farro store is its first-ever greenfield build, which has meant it has been able to tailor the fit-out to give customers the best possible shopping experience. This includes a large central deli with barista coffee, grab-and-go lunches, its signature cheese and antipasto range, a cosy

beer and wine cellar, an in-house fishmonger and butcher, and the largest Farro Kitchen area of any of its stores.

The new store has extra thoughtful inclusions such as live trees, reclaimed wood, and upcycled antiques to inspire a market atmosphere, creating a relaxing visit. Farro's shopping experience is one of the things it is most proud of, and it is committed to ensuring that shopping at its stores never feels like a chore for consumers.

"It should be inspirational, easy, pleasurable, filled with delicious discoveries."

To further cater to consumers, Farro's also has its own Friends of Farro loyalty programme for its shoppers, which gives exclusive deals, including hot drinks on

consumers' birthdays and a comprehensive voucher system.

"We value our customers' opinions too –we frequently survey our foodie community and run tasting events to get candid feedback, all of which we use to inform our range, recipes, and the store experience."

Williams continued that consumer convenience has become a significant priority, with the Farro Kitchen meals being its fastest-growing category and more and more consumers looking for easy meal solutions that don't compromise quality.

It works closely with its suppliers for recycling, composting, disposing of waste responsibly and reducing it as much as possible. It prioritises local producers, and

every new product or supplier is assessed based on their food production, packaging, and distribution practices before it decides to range them. This is another key aspect of its operations, which Farro takes special care and pride in, as all new products must align with its quality, sustainability, and value principles.

"We're always searching for up-and-coming local products or producers to support."

Farro was also among the first to incorporate BYO cups, bags, containers, and scrapped plastic produce bags well before the big supermarket duopoly in New Zealand.

"We're committed to wasting as little kai as possible, which is where our long-standing partnership with Fair Food (Auckland's leading food rescue charity) is key."

Farro stores set aside fit-to-eat food it couldn't otherwise sell, including products that don't meet its grading system or grocery items with damaged packaging. Fair Food redistributes these to communities in need every week. Any nonsalvageable foods are composted or sent on as livestock feed, meaning Farro's landfill waste is nearly one percent.

Moving forward, Farro's will continue to look for community food groups and initiatives to partner with to make its Smales Farm store a one-stop destination for shoppers.

“We are thrilled to have a new store in this community. We’re focused on being a valued member and a great neighbour.” n

GAINING A COMPETITIVE MARKET EDGE

When it comes to sales, marketing, and advertising, knowing the needs of consumers is imperative, and there are now many avenues that can be used to understand these needs better.

When it comes to sales, marketing, and advertising, knowing the needs of consumers is imperative, and there are now many avenues that can be used to understand these needs better.

Matthew Clews, general manager at HOOP, said that from his perspective, it came down to utilising insights from data analytics to ensure brands were targeting consumers in engaging, relevant ways.

"You must get into the data and peel back the layers to fully understand what is happening," said Clews.

Market research expert Kantar said that the old ways of tracking brand health were off-putting as sample sizes were scarce and restrictive, the possibility of error was high, and analytics were limited. This is not the case anymore, with the last decade incorporating survey and non-survey data of behaviour and neuroscience to help better

understand consumers. The accessibility, ease, and enjoyment of answering mobileready questions increased for consumers and tracker users alike with the help of automated back-end and dashboard solutions.

Continuous tracking is the key to creating effective marketing strategies developed with an acute understanding of brand consumers. Continuous tracking allows brands a motion picture overview that tracks the activities and interaction between consumers and brands with a definition that cannot be achieved with generic monthly updates.

Playing into this is AI, which can filter out random surveys and analytics that are impacted by seasonality, outliers and more to forecast how functional and direct metrics measure behaviours over a threemonth trajectory. Advancements in AI will mean that this will transform into notification alerts of these forecasts.

Clews detailed that there were multiple sources of where data can come from, including quantitive, which entails sales, margin, and shopper analytics, to qualitative, which includes customer observations, trial and awareness studies, instore observations from a compliance and promotional perspective and on-shelf availability.

"In doing so, brands can target what engages consumers and drive the right in-store activations to complement their campaigns."

Data will also allow brands to hold retailers accountable for performing their required tasks, as brands have less control and visibility in-store.

In-store, bringing personality to brand activations is also key. However, a key challenge arises as retailers often limit in-

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SMAs

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store activation, which often doesn't allow much more than standard displays.

In-store activations for brands are an investment made on the brand's behalf, with supermarkets offering up aisle-end placements and more for promotion.

However, Woolworth NZ shared that the relevance of products and what kind of consumer engagement they can capture is also essential for retailers to consider when promoting products.

From a retailer's perspective, technological advancements and data analytics allow them to create personalised shopping experiences, promoting products in alignment with which consumer groups it would be relevant to promote.

"We wouldn't show a new dog food to a member that's never bought dog food," said a Mark Wolfenden from Woolworths.

Consumers hold power in the success and promotions of brands, and social media consumption and advertising play a vital role in the products and trends consumers lean towards. Peter Erceg from Achiever explained that leveraging social media advertising is

essential for brands to invest in.

"Traditional media is waning from the mainstream audiences," said Erceg.

Navigating this space effectively and efficiently is imperative for business growth and success. It includes managing retailer relationships, field sales, merchandising, warehousing and distribution, establishing and understanding sales forecasting and planning, sales reporting, and data and insights.

Another key part of this is understanding what the industry changes mean for the sales and marketing of brands and how to

personalising the shopping experience

Personalisation is a unique quality of Woolworths New Zealand's latest loyalty programme, Everyday Rewards.

It gives users additional value and personalised Boost offers tailored to specific consumers' needs to foster longlasting customer relationships.

"Using Boosts, you can collect points faster and receive your reward vouchers more often," said Mark Wolfenden, director of digital and loyalty for Woolworths New Zealand.

To further create personalised experiences for customers online, it will also have personalised web pages, shopping lists, and recommendations based on customers' purchasing preferences and history to help save time during their weekly shopping.

"It's this type of additional value and convenience through savings in dollars and time that creates a strong relationship for our members to shop with us and our partners."

However, coming hand-in-hand with this personalisation is the need to guarantee consumers' data is protected, as while it

is utilised to create personalised Boost offers, web pages and shopping lists, this protection of data is equally crucial to maintaining strong customer relationships.

"We invest in having world-class systems that our members can trust with the capture, use and storage of their data."

leverage these to benefit brand and business growth. Scott Cameron, general manager at Selling Solutions, shared that businesses such as Selling Solutions can provide an advantage to brands with regard to the changes in how retailers operate based on longstanding expertise and knowledge of the ins and outs of the industry.

"We love sharing our insights and experience to help brands build plans that work," said Cameron. "Given our coverage across multiple categories, we are quick to see how things are changing and how to capture opportunities." n

Deciding what products to promote in-store is a collaborative process with suppliers. Suppliers invest in promoting their products at aisle ends and other means throughout the store. However, it's essential to ensure that when placing certain items and products on promotion, they are relevant to specific consumers.

A challenge with loyalty programmes is that it's a saturated and competitive market. Consumers are discerning about where they spend their money, are unafraid to change brands, and shop elsewhere to find if it has the value they want. To maintain a market edge and retain consumers, retailers must

continuously enhance loyalty programmes and propositions to help members get more from the programme.

A way to manage this is to listen to members through surveys and research to see how shopping experiences can be improved.

Ensuring that loyalty programmes are easy to understand is vital; customers turn away from them when the value they offer is unclear. Simplicity and relevance are the two main focuses for Woolworths when it comes to its Everyday Rewards programme, its longlasting customer base proving its effectiveness. n

SMAs

unleash the power of out of home advertising: 5 strategies to maximise roi

No matter the campaign objective, Out of Home's (OOH) role in the media mix is proving fundamental for brands seeking to maximise ROI.

FMCG brands must build brand awareness and increase consumer consideration of their products in a busy and competitive category rather than solely relying on point-of-purchase prompts. OOH is best positioned to engage consumers throughout their daily journeys to help achieve both short-term sales goals and long-term brand growth.

To ensure you get the most out of your OOH campaign, here are five tips to maximise ROI:

the power and importance of reach and scale

Plan your campaign to maximise reach. One of the most significant contributors to ROI is audience reach. Campaigns planned

to maximise audience delivery drive a 24 percent stronger ROI than those planned purely to location. oOh! has the largest OOH network in New Zealand, combining shopping centre advertising with roadside bus shelters, unlocking access to over 4,500 portrait panels and a potential reach of 3.67 million kiwis nationwide.

combining formats unlocks more points of interest (pois)

Instead of buying across an entire network, a layer of POI targeting can effectively reach as many customers as possible, taking journeys where transactions can follow. oOh! delivers proximity placement (within 1km) to 266 unique supermarkets nationwide. By opening campaign parameters from a single format (e.g. shopping centre panels) to multiple formats (including bus shelter panels), a 20 percent uplift in ROI can be achieved.

the benefits of frequency

OOH plays a crucial role in priming customers in multiple locations. Frequency

(repeated exposure to the ad) is critical to ensuring memory encoding and the cumulative impact of your campaign is achieved – the network effect.

Be seen in more places, access more mindsets, and more moments of consideration. Purchase decisions are not always linear.

creative opportunities – get the most out of your canvas

Reaching your target audience (new or existing) accounts for almost 60 percent of ROI generation in OOH; cutting through and delivering your message effectively accounts for the remaining 41 percent. Consider creative design factors such as the mode of transport – is your customer in a vehicle (short time to consume advertising, simple copy, bold branding), or is your customer a pedestrian (longer dwell time, more complex copy)? Also, consider format capabilities such as video to optimise messaging and deliver impact.

context is king

With a creative purpose built for the format, the next consideration is how to maximise the relevancy of the message. Creativity is built for the time of day, day of the week, seasonality, and weather – factors most relevant to adapting your message and engaging customers in each moment of their day. Bringing in data to make digital creative more contextually relevant delivers a 57 percent uplift in ROI4. See some creative examples of this within the article.

For more information contact oOh! media at oohmedianz.com n

Retail panel: Mainland creative with proximity placement.

Bus shelter panel: Mainland creative with time-targeting

crucial, now more than ever

Selling Solutions was established in 2011 by Geoff Cassin after growing a successful consultancy business that supported premium brands in New Zealand Grocery.

"Starting with a team of six, we have grown to 114 people across the country who work tirelessly to support the epic brands we are lucky enough to partner with," said Scott Cameron, general manager at Selling Solutions.

Cameron said he felt lucky to lead an experienced team with many years of industry knowledge and expertise. The Selling Solutions field team is an excellent combination of long-serving and ambitious new team members. The new team are coached by leadership, which includes Cassin, who has over 35 years of FMCG experience and an impressive repertoire of senior roles and supplier insights and knowledge, as well as being the first PAK 'n SAVE Albany grocery buyer.

A little younger than Cassin, which Cameron joked he reminds Cassin of frequently, Cameron has been working in the FMCG industry since leaving school. He started at New World Whitby and joined Frucor for nine years, working in field leadership and account management roles across New Zealand and Australia.

"I returned home from Aussie and Joined The Better Drinks co, part of Asahi Beverages for three years, working across both Grocery and Route Channels."

Steve Gill, Selling Solutions business performance manager, is the resident training guru. With over 40 years of FMCG experience, including director-level roles at Griffins and GWF and running his own leadership training and facilitation business, Gill leads a comprehensive sales training and development program for the field team.

Kim Thompson has over 15 years of FMCG experience with various sales roles at Coke, Hubbards, and senior Business Management roles at Asahi Beverages and The Better Drinks Company.

Miranda Detman, Selling Solutions’ national sales manager, has over 25 years

of experience in grocery sales with KML, Dakota, and Beiersdorf.

"Detman has a strong understanding of sales agencies and what it takes to deliver success for our partners."

Cameron attributed Selling Solutions' success to its people and values. Since its inception, it has committed to always punching above its weight with talent.

The second vital aspect of its success is its genuine client partnerships. Through word of mouth and its reputation, Selling Solutions has an exciting and impressive repertoire of brands it works with, which it is immensely proud of.

"Partnerships based on trust which we earn through our strategic planning process, the experience and guidance we offer and most importantly the results we deliver. Our vision is to Redefine the Agency experience by constantly striving for better."

Selling Solutions manages all of its clients' grocery needs, from business management to field sales, merchandising, warehousing and distribution, sales forecasting and planning, sales reporting, and data and insights. It also provides a consultancy service to support brands through category reviews and build a grocery execution strategy.

"With changes to how retailers operate, our experience dealing with these processes and understanding the ins and outs can provide a massive advantage. We love sharing our insights and experience to help brands build plans that work."

What sets it apart is the understanding that working with an agency is a considerable commitment, which is why the relationships it forms start with a

conversation with Cassin and Cameron to ensure that Selling Solutions and the perspective brands are a good fit together.

"We are very open and transparent through this process."

From there, regardless of the services it partners on, Selling Solutions takes clients through its strategic planning process. This is about absolute alignment. Alignment on insights and opportunities, the commercial outcomes, the execution plan and what it will take to win.

"This is not a process we do once. It's constantly reviewed, tracked, and adjusted to ensure success."

Cameron said agility was vital. Selling Solutions business management, field sales, and merchandising teams take the plan and set to work, providing insights that help refine the plan. It also has reporting and tracking tools that allow clients to invest as much as they want in detail.

With the grocery industry undergoing an exciting and transitional period of unprecedented changes that impacts it from all angles, the role of Selling Solutions and agencies like it, now more than ever, is crucial for businesses.

"We can cost-effectively enhance your field coverage to ensure compliance with head office agreements, capture discretionary opportunities, support or lead your head office relationships and category review processes, and provide expert insight and guidance."

Contact Geoff or Scott to learn more about how Selling Solutions can support your business - scottc@sellingsolutions.co.nz or geoff@sellingsolutions.co.nz. n

SMAs

REDUCING SALES & MERCHANDISING COSTS & GROWING SALES

Tired of struggling with expensive and ineffective sales and merchandising agencies? Look no further than Inztore: the revolutionary solution has transformed sales, merchandising, and sampling in stores across New Zealand for the past decade.

Inztore understands that every brand has unique circumstances, so it offers a personalised approach to brand support in targeted stores and with central office category managers. Its cutting-edge software allows it to target sales, merchandising, and sampling efforts where it will have the most significant impact, reducing costs and growing sales for its clients.

Inztore's numbers speak for themselves. Its data shows that targeted sales, merchandising, and sampling efforts can reduce costs by up to 50 percent compared to the traditional agency model. That's a significant saving that can make a real difference to clients' bottom line. But it's not just about saving money - Inztore's approach also leads to increased sales. By using its software to identify areas of opportunity, its team can work with clients to develop a customised strategy that maximises

brand potential. And with real-time visibility into the actions of its sales, merchandising, and sampling efforts, you can see the impact for yourself.

Its founders, Kelsey Maclean and John Smart, are passionate about helping brands succeed. They established Inztore 10 years ago with visibility, flexibility, affordability, and working locally in mind. Since then, they have built a growing client base of satisfied customers who have first-hand seen the benefits of Inztore's approach.

One of the things that sets Inztore apart is its commitment to flexibility. It understands that every brand is unique, offering various customisable solutions tailored to clients' needs. Whether it's to increase brand awareness, drive sales, or improve product placement, Inztore has the tools and expertise to help you achieve your goals.

So why wait? Join the Inztore family today and discover the power of targeted sales, merchandising, and sampling. With its cutting-edge software, personalised approach, and commitment to flexibility, Inztore is confident it can help your brand succeed. Contact Inztore to learn more and take the first step towards transforming your retailer support program. n www.inztore.com/contact-us.

fmcg specialist pr agency, tonic communications, launches

The integrated PR and communications agency Tonic Communications was launched this month.

The new agency is a formalisation and strengthening of Attivo Group's PR function and comes off the back of strong growth and demand from the market. Tonic will focus on strategic consumer public relations, social media, influencer management, content, events and activations.

The agency will be headquartered in Auckland and will provide services across New Zealand. Its team of skilled communications practitioners has experience across various sectors, including FMCG, QSR, retail, hospitality, health, travel, automotive, finance, technology, and nonprofit. Seasoned communications leader Georgia Coleman will spearhead it.

Coleman, who has amassed a significant tenure in the grocery and FMCG space across ANZ - working with the likes of Woolworths, Reckitt, Nestle, MARS, Colgate, John

West, Chantal Organics and Vitaco - said brands were continuing to look for new and innovative ways to reach consumers in challenging conditions.

"It is important we can offer them the full breadth of strategic communications. Having our own established PR agency brand allows us to grow this offering whilst still benefiting from the expertise of the wider Attivo Group," said Coleman.

Integrated work includes collaboration with sister brand Farrimond, supporting its shopper marketing campaigns with strategic PR, for which there is a growing need, as FMCG companies look to manage their reputations better and effectively communicate with customers and stakeholders.

"FMCG is a significant focus of our work at Tonic. PR is an excellent addition to the marketing mix for brands in this sector, helping to increase awareness and gain cutthrough in a busy marketplace.”

Coleman continued that it was also a strategic necessity for reputation management. A strong PR strategy can help maintain positive sentiment, build brand love with existing and potential customers, help

A new tonic has hit the shelves

businesses navigate through a crisis situation, and minimise brand damage.

“With Tonic, we aim to provide fresh thinking and ideas to drive meaningful connections between brands and the people who matter most. Our team is more than just a group of skilled publicists; we're integrated marketers and will ensure that anything we touch has a clear and direct link to the core needs of our client's business." n

Communications Leader Tonic Communications

is tiktok the cookbook for today's generation?

TikTok is emerging as the cookbook of the current generation of cooks. As FMCG brands lock into new channels to promote purchases, will the consumer of the future join them?

Smartphones and social media have seamlessly integrated into daily lives, and with them, the landscape of culinary exploration is experiencing a transformation. Enter TikTok; this platform has swiftly evolved into an untraditional cookbook for today's generation of foodies.

Traditionally, cookbooks have been cherished companions for those eager to experiment in the kitchen. However, the digital age has ushered in a new era where bite-sized, visually enticing content reigns supreme. With its short-form videos, TikTok has become an unexpected but highly influential source of culinary inspiration.

A well-crafted TikTok recipe video is a concert of sights, sounds, and quick, easyto-follow steps that resonate with today's fast-paced lifestyle. The appeal lies not just in the recipes but in the immersive experience of watching a dish come to lifeall in under a minute.

From trending viral recipes to innovative cooking hacks, TikTok has become a culinary treasure trove of creativity. Brands and suppliers leverage this platform to showcase their convenience and easy-tomake recipes with their products. They share behind-the-scenes glimpses into the secret tips and tricks to making the

most of everyday products consumers buy, connecting with their customers and potential new customers.

SO WHAT SETS TIKTOK APART AS THE NEW-AGE COOKBOOK?

Anyone passionate about food can become a content creator, sharing their recipes and techniques with a diverse audience. Once upon a time, only established chefs shared their skills, either via a television audience or through the publication of a cookbook. Now, the world has opened up, and everyone from the most inexperienced

tiktok chefs

dhi ferrari

www.tiktok.com/@dhiferrari

andy hearnden

www.tiktok.com/@andy_cooks

charlotte muru-lanning

www.tiktok.com/@fudgeywudgeychef

josh emett

www.tiktok.com/@josh.emett

my food bag

www.tiktok.com/@myfoodbag

karen's diner

www.tiktok.com/@karensdinerofficia

krispy kreme anz

www.tiktok.com/@krispykremeanz

daniel rankin

www.tiktok.com/@mancancooknz

matt reynecke

www.tiktok.com/@mattreynecke

cherie metcalfe

www.tiktok.com/@pepperandme

shimas wilson

www.tiktok.com/@girloffgrid

tiktok brands

luna bakehouse

www.tiktok.com/@lunabakehouse

whittakers

www.tiktok.com/@whittakersnz

new world nz

www.tiktok.com/@newworldnz

to Michelin-starred chefs is showcasing their skills in the kitchen.

As the editor of a grocery magazine for FMCG, it's amazing to witness TikTok's influence in shaping culinary trends and fostering a sense of community among food lovers. The hashtag challenges and collaborative efforts create an interactive and participatory culinary experience.

However, like any tool, TikTok's influence comes with challenges. It does require a discerning eye. Not all recipes meet the standards and demands of food connoisseurs and adventurous home cooks. The platform's emphasis on brevity may oversimplify the complexities of some dishes. As with any cookbook, a balance of exploration and critical thinking is crucial.

TikTok has undeniably become the newage cookbook – a vibrant, dynamic, and accessible source of inspiration that seems to resonate with the preferences of today's generation.

As a brand, embracing this digital wave offers an exciting opportunity to connect with a broader audience and experiment with innovative ideas - one captivating video at a time. So, here's to the home cooks and the home foodies making TikTok the unexpected addition to the kitchen shelf. n

emma katja

www.tiktok.com/@emstoast

laiana mehrtens

www.tiktok.com/@laianamehrtens

michelle morfett

www.tiktok.com/@michellemorfett

brento box

www.tiktok.com/@brentobox_

pita pit

www.tiktok.com/@pitapitnz

countdown nz

www.tiktok.com/@countdown_nz

FuelLing Kiwi Adventures with epic coffee

W e ’ r e a f a t h e r a n d d a u g h t e r d u o w h o b e l i e v e t h a t y o u r e p i c a d v e n t u r e s d e s e r v e t o b e f u e l l e d b y t o p - n o t c h c o f f e e . E p i c C o f f e e w a s a n i d e a b o r n f r o m o u r s h a r e d l o v e o f t h e o u t d o o r s , a d v e n t u r e s a n d o f c o u r s e , d a m n g o o d c o f f e e . A s a v i d a d v e n t u r e r s a n d e x t r e m e s p o r t s e n t h u s i a s t s o u r s e l v e s , w e w a n t e d t o c r e a t e a n a d v e n t u r ep r o o f o n - t h e - g o c o f f e e o p t i o n t h a t t a s t e d j u s t a s g o o d a s a v i s i t t o t h e l o c a l r o a s t e r s T r a d i t i o n a l g e a r r e q u i r e d t o b r e w c o f f e e w h i l e c a m p i n g i s b u l k y a n d c a n s l o w y o u d o w n W h e r e a s l i g h t e r , s i m p l e r m e t h o d s t e n d t o f a l l w e l l s h o r t w h e n i t c o m e s t o t a s t e a n d q u a l i t y S h o r t o f c o n v i n c i n g o u r f a v o u r i t e r o a s t e r s t o s e t u p c a m p i n t h e w i l d e r n e s s o r s t a r t m o b i l e c o f f e e c a r t s t o f o l l o w a d v e n t u r e l o v e r s a r o u n d o n t h e i r w e e k e n d m i s s i o n s , w e d e c i d e d t o m a k e o u r o w n a d v e n t u r e p r o o f , o n - t h e - g o s p e c i a lt y c o f f e e s o l u t i o n

E p i c D r i p F i l t e r s a r e f u l l y s e a l e d , d e s i g n e d t o w i t h s t a n d a n y a d v e n t u r e . F i l l e d w i t h s i n g l e o r i g i n , s p e c i a l t y c o f f e e t h a t w e r o a s t i n - h o u s e a t o u r m i c r o r o a s t e r y i n W a i p u , N o r t h l a n d

S o w h e t h e r y o u ’ r e h i t t i n g t h e s u r f , t h e s n o w , o r g o i n g b u s h , y o u c a n e n j o y t o p - n o t c h c o f f e e t h a t w i l l l e t y o u s o a k i n t h e e p i c m o m e n t s , w h i l e y o u r e f u e l f o r t h e j o u r n e y a h e a d

Photo by Ben Grainger

HOW TO CAPTURE CONSUMER ATTENTION & LOYALTY

Packaging, labelling and design are integral to product engagement and success. It is essential to capture consumers' attention and communicate clearly and efficiently within the first few seconds of consumers observing it. This includes what the product is, how many servings it has, what’s in it, and does it meet consumers' specific nutritional needs.

“No matter how beautiful or differentiated packaging looks, if it can’t clearly communicate the core information the consumer is seeking, it will not be successful,” said Ben Crawford, Tomorrow Studio co-founder and managing director.

Thomas Kaffes from Label & Litho highlighted that the more prominent the label, the more it will be noticed.

“Once the label's brand is recognised and the product is purchased, the consumer will continue to look for it,” said Kaffes.

Products purchased are also a reflection of consumers themselves, which means that at an emotive level, design is a tool that can generate product adoption by specifically aligning itself with consumers' values.

“It's about creating something that connects with people emotionally and leaves a lasting impression,” said Katrina Knapp, director and designer of Studio Nine.

Sustainability has been an area of particular interest for consumers, who are increasingly seeking out brands and options that cater to their desire for reduced waste and less harmful impacts on the planet.

This has naturally incorporated packaging and design, as sustainable materials have become a focal point in the packaging industry, and this trend is set to continue in 2024.

“As environmental consciousness grows among consumers, brands adopt eco-friendly materials and innovative design concepts to minimise their ecological footprint.”

James Calver from Ecoware stated that many are disappointed by New Zealand’s current recycling rates and plastic solutions. For companies with a deep commitment to protecting the land, it is an investment in compost collections,

diverting food scraps and certified compostable packaging from landfills.

Incorporating sustainable packaging and materials is not as simple as it may seem. While capturing consumer attention and loyalty will help to sell products, packaging must always be functional, as it is key in protecting products from damage and ensuring viable shelf life. Creating solutions that meet consumer demands for value alignment that also ensures foods are still not only edible but have maintained product integrity.

“New Zealand is not at the point of recycling most materials and still has paper and PET products at the forefront of recycling. Even that is not done efficiently,” said Thomas Kaffes from Label & Litho.

Paper straws are an excellent example of this. Paper straws were presented as an eco-friendly alternative, with plastic straws banned in July of 2023. However, paper straws' water resistance and fibres are held together by glues and adhesives that have per- and poly-fluoroalkyl substances (PFAS) added. Calver stated that Some 15,000 PFAS chemicals are known, and studies have linked these chemicals to cancer, reproductive issues, endocrine disruption, and various health effects.

“PFASs and their alternatives are used as a barrier or repellent against grease and water to keep migration acceptable during transport, shelf-life, and food consumption.”

Ecoware itself creates paper straws specifically made with food-grade glue and soy-based inks. Calver emphasised the importance of identifying and regulating these chemicals for human health and the environment.

Laura Feavearyear from Creative Jam said that being green was more important now, more than ever before.

Continued on pg. 34

packagingdesign&labelling

Continued from pg. 33

Regarding labels, Kaffes is passionate that consumers should have clear instructions to remove labels before placing products in recycling to ensure their recyclability.

MPI has also introduced new regulations around how allergens and foods must be stated on products, split into three categories: allergen declaration, warning statements, and advisory statements.

Gone are the times when ingredients stated ‘tree nuts’ as an allergen warning; now, the nut must be specified with the type of nut included inside the product.

Warning statements are for foods containing royal jelly, kava or are infant formula and food products, and formulated supplementary sports foods. Warning statements need to be at least 3mm in height or 1.5 mm on small packaging, clearly stating the risks to those allergic as follows: ‘This product contains royal jelly which has been reported to cause severe allergic reactions and, in rare cases, fatalities, especially in asthma and allergy sufferers’.

Foods that require advisory statements include products with bee pollen, milk or milk substitutes made from cereal, nuts

or seeds, unpasteurised egg products and more. There are no set words from advisory statements; brands here can choose their own wording and font size, given that it is still readable.

These new rules were introduced on February 25th 2021, and by 25th of February 2024, labels must meet these new rules, with all food and drink adhering to the new PEAL rules by 25th of February 2026.

Another key challenge comes as part of launching new brands. Brave Digital's Brendon Doig explained that becoming granular in planning has become a key part of avoiding headaches later on.

“We find if we have a solid understanding of all the nuances of developing a product, the better and more effective we can be,” said Doig.

Lee Philo from Creative Philosophy shared that design trends reflect the industry and the market's fast-moving nature. He continued that the supermarket industry presents significant challenges.

Strategy director at Milk, Ben Reid, highlighted the growing competitiveness in FMCG categories, particularly with supermarkets building stronger representation in private labels, that many in the industry are seeing a benefit in

going through a brand process before a packaging process. This has driven design agencies to take a research-driven approach to create a strong, distinctive identity system for a brand to enable businesses to take brands across any channel while maintaining consistency. This strategy enables businesses to maintain a competitive advantage within this hypercompetitive channel.

“It also defines the brand's core distinctive assets, which can then be seamlessly taken through to packaging,” said Reid.

The skill of a packaging designer is centred on its ability to distil large amounts of information into straightforward yet visually appealing messages.

“Effective packaging design goes beyond aesthetics and trends; it tells a story and creates an emotional connection with consumers,” said Philo.

Feavearyear from Creative Jam also said that the market was seeing the end of the 'blanding' era.

"Pastels and plain are out, and bright colours with personality are in. This is due to the rising awareness of self-confidence coming through Gen Z, who are accessing higher incomes with more disposable incomes to play with." n

BOOST YOUR BRANDS WITH WEDDERBURN LABELS

Flexible - Friendly - Fast. Whether you’re sourcing long or short run label printing, if you value quality custom labels and a flexible approach with suppliers who truly care about your business success, look no further than Wedderburn Labels.

Wedderburn Labels are in the fortunate position to offer both long and short run label printing – ideal for New Zealand businesses. We’re a family-owned group with an earned reputation for quality and integrity in everything we do and

are perfectly positioned to offer high-end product alongside a personal approach driven by our customers’ success.

New Zealand has seen an uptick in requests for short runs, label personalisation and batching data being included in custom labels especially in the growth of craft and boutique markets. Recent investment in new state-of-the-art Digital Printing Technology enables us to deliver to this market at a whole new level without compromising our established reputation in longer run flexo label printing.

Wedderburn Labels proudly serve New Zealand’s Food Sector, Industrial Manufacturers & Wholesalers, Household and Personal Care Producers, Logistics & Distribution and Horticulture.

Offering a complete package, Wedderburn also supply turnkey Weighing, Labelling and Packaging Systems and ongoing maintenance services to ensure long-term performance.

For more label ideas visit www.wedderburn.co.nz/products-andservices/labels/ or call 0800 933349. n

FOOD

SERVICE

BUSINESSES,

HAVE YOU UPDATED YOUR ALLERGEN DECLARATIONS AND TRAINED YOUR STAFF?

The Australia New Zealand Food Standards Code (the Code) was amended in 2021 to introduce new requirements for labelling allergens in food. These plain English allergen labelling changes will help people find allergen information on food labels more quickly and easily to make informed and safe food choices.

Under the existing rules, any food packaged and labelled before 25 February 2024 may be sold for a further two years. After 25 February 2024, businesses need to communicate the changes and train their staff so the information they give customers meets the new rules. After this date, all products must be appropriately labelled according to the updates to the Code.

• Allergens must be declared on the label using names specified in the code.

• Allergens must be declared in a contains statement (using the required name in bold font).

• Allergens must be bolded in the ingredients list using the required name.

• Wheat allergy is now distinct from gluten.

• There are nine specified tree nuts that must be declared instead of ‘nuts’ or ‘tree nuts’.

• Molluscs must be declared separately to Fish and Crustacea.

• Processing aids must be declared in the ingredients list if they contain an allergen.

Food service businesses may need to return to suppliers to receive the right information verbally or in writing.

To help with these changes, New Zealand Food Safety has published a guidance document for Allergen Labelling - knowing what's in your food and how to label it. This guide was developed to help food businesses follow the rules and get their labels right when declaring allergens.

For more information, visit the MPI website or get in touch at foodactinfo@mpi.govt.nz n

TRAY SEALING & WRAPPING WEDDERBURN HAVE YOU COVERED!

Wedderburn provide a range of quality commercialgrade packaging equipment designed to improve operational efficiency, food presentation and shelf-life.

Utilised in leading supermarkets and food manufacturers throughout New Zealand, our range includes Food Wrappers and Tray Sealers from entry level models with manual operation to automated models that weigh, wrap or seal, price and label in one pass and can be integrated into existing packaging lines. Whatever your food tray packaging needs are, Wedderburn have tray sealers and wrapping machines to suit most commercial environments.

For companies invested in minimising the impact of packaging on the environment,

Wedderburn tray sealers and wrappers are compatible with recyclable trays and film and linerless labels.

By choosing Wedderburn Packaging Equipment you can also enjoy full after-sales care with our national team of technicians who provide maintenance service for long-term performance.

Talk to your local Wedderburn team today to discuss the best fit for your business.

Visit www.wedderburn.co.nz or call 0800 933349.

CHALLENGES OF COMPOSTABLE PACKAGING

In-store bakery and deli items require diverse packaging solutions to cater to varied needs: preserving heat for hot foods, keeping cool for cold foods, and maintaining integrity for oil and saucy foods.

Debra Goulding, Foodstuffs packaging programme manager, said the supermarkets also look at how items are transported from the store, considering how they would be stored or reheated.

“You’ll typically find tubs, lids, trays, dishes, bags and both paper and plastic boxes and wrap,” said Goulding.

A key challenge to catering to these needs is food safety, which Goulding emphasised was a top consideration for Foodstuffs packaging solutions. Deli staff ensure hot boxes are kept at food-safe temperatures and time frames and continuously check supply while ensuring food does not dry out or end up as waste because it goes unsold.

“Packaging plays an important role in protecting the food, both in the store and for the customer when they take it home.”

The packaging industry faces consumer demand for sustainable solutions, with compostable packaging being a significant innovation introduced over the last few years. However, while a shift from plastic and consumer awareness around what is

and is not recyclable has grown, plastic alternatives are not always better regarding recyclability or their ability to maintain food quality and safety requirements.

Compostable packaging has its appeal in eco-friendliness. However, Goulding said there were always compromises and trade-offs to consider when using this as a packaging solution.

If the packaging is certified home compostable, there may only be a small percentage of customers that take the packaging home and put it into their composting bin.

“If it is industrially compostable, there’s also a limited network of industrial composters in New Zealand, at around ten facilities nationwide. So, realistically, how much packaging will end up being composted?”

Goulding explained that plant-based plastic alternatives make sense from the point of view that they are from a renewable resource, but they have still been created from a crop like wheat or sugarcane.

Growing a crop requires extensive resources like land, water, labour, and energy. It must then undergo an energyintensive process to convert the starch to a usable material.

However, removing unnecessary plastics, for example, when shopping for loose fruit and vegetable items, and trialling alternative packaging solutions, such as foil-free sealable wrap to replace deli and seafood foil-lined pouches, are a couple of the many ways to mitigate and reduce plastic waste.

Moving forward, Goulding said brands were still adjusting to legislative changes to kerbside recycling, reflected in foodstuffs in-store efforts and its sustainable packaging commitments and ensuring its customers know how to recycle packaging. n

Packaging Programme Manager Foodstuffs

NAVIGATING SUSTAINABILITY IN LABELLING

Once a consumer recognises the label of their favourite brand and the product is purchased, this will continuously be a reason for a customer to return and look for this identifier when purchasing products.

“A standout label or packaging will grab attention, especially on a crowded shelf. It should be visually appealing and inform the consumer of the company’s background, passion, values and quality,” said Kaffes.

Kaffes continued that it was important for brands to get a good designer who could create something eye-catching or unique using metallics, texture varnishes and laminates.

“Quirky can be a big seller in the right market.”

However, a key challenge facing many is the increased drive and demand for sustainability. Kaffes emphasised that New Zealand doesn’t currently possess the resources or systems to recycle most materials effectively. Paper and PET products are still at the forefront of recycling initiatives, which are not conducted with a high level of efficiency. One aspect Kaffes

said was essential to communicate and educate on the need to remove labels before recycling products.

“Gen Z is hot on climate change and protecting the environment; the passionate ones tend to buy products with no labelling or packaging, for example, solid block shampoos and conditioners.”

One action that Kaffes believes should be implemented for sustainability is the explicit instruction on labels that should be removed before recycling. This lets the consumer know that the carrier product will get recycled, and a small part of the packaging will be disposed of in a landfill. Although not ideal, it is the best option currently accessible.

Inexpensive packaging for high-volume, low-cost products such as sugary drinks will continue. Trends for matt labels are growing and are something that consumers look out for due to a paper-like look and perception of being more user-friendly. On the other hand, glossy labels are experiencing a downward trend due to their plastic-like appearance, even if they are paper stock with a gloss varnish.

“Some companies have embarked on a brand refresh to get their products noticed on the shelf; one company is moving away from the traditional Black and Gold labels that many others have and moving to a pastel palette with texture coat. Point of difference is key.” n

a new efficient packaging solution

Retorting is a crucial process in food preservation, involving the heat treatment of food within its packaging to achieve commercial sterility and stability at ambient temperatures. This method ensures the safety and longevity of food products before consumption.

Global packaging organisation Tetra Pak, detailed that retorting can be used for a range of packaging can undergo retorting, including carton packages, like tin cans, glass jars, and plastic pouches. This offers a versatile and efficient solution for preserving various types of food. These cartons are filled with unsterile contents and then processed after sealing. A laser perforation feature facilitates easy opening of the package, enhancing user convenience. Retorting products is not only perceived as more eco-friendly to consumers but far more efficient. According to Tetra Pak, it takes up less space on supermarket shelves

(25 to 40 percent) and is significantly lighter to transport. One truckload of Tetra Recart cartons equals approximately nine trucks delivering empty cans or glass jars. Once the packages are filled, a pallet will hold 20 percent more food than a pallet with cans.

Products are packaged in the carton, which is then sealed and undergoes heat treatment in a retort, typically at temperatures around 121.1°C for sterilisation or lower temperatures for pasteurisation, depending on the product's characteristics. The retorting process can vary from 60 to 180 minutes, ensuring safety and quality.

Each food product requires specific

The benefits of carton packages for food products include space efficiency on shelves, consumer perception of freshness, lightweight transportation, and user-friendly features such as tear opening and re-closure mechanisms.

temperature and time parameters to maintain optimal quality while achieving the necessary level of sterilisation or pasteurisation. Retorting minimises heat exposure, preserving the product's freshness and taste. A wide range of food products, including tomato, beans, soups, ready meals, and pet food, can be retorted in carton packages, provided they can withstand heat treatment without compromising taste or texture. However, alternatives such as aseptic filling offer another method for achieving shelf-

stable food, particularly for beverages and dairy products.

Retortable carton packages comprise six layers, including polypropylene, aluminium, and paperboard, contributing to at least 69 percent of the package. This structure ensures the package's integrity during the retort process and meets the demands for extended shelf life.

Specialised equipment, such as steam water spray retorts and carton packages, ensuring uniform heat distribution and

integrity. Control of outer overpressure during processing is crucial to prevent package deformation.

The benefits of carton packages for food products include space efficiency on shelves, consumer perception of freshness, lightweight transportation, and user-friendly features such as tear opening and re-closure mechanisms.

Retorting in carton packages offers a reliable method for preserving various food products, ensuring safety and quality throughout the supply chain. n

packagingdesign&labelling

THE FIGHT IN THE DOG

Onfire Design, a branding agency based in Auckland, has built a reputation for its innovative designs and commitment to getting cut-through in the busy FMCG sector.

Recently, Onfire Design collaborated with Hubbards to create new packaging for its Very Fancy Granola range. The goal was to blur the boundaries between desserts, snacks, and breakfast while maintaining the essence of the brand and its ingredients. The packaging features softened, organic shapes inspired by milk chocolate ingredients and maximalist-style illustrations reflecting the decadent nature of the granola.

In addition to Hubbards, Onfire Design has worked with notable clients such as Fakieh Poultry in Saudi Arabia, Nutrideer pet supplements, Tuffy Paper Towels, and Benny's Bike Shop, showcasing its versatility across different industries. The agency's achievements have been recognised at the UK's World Brand Design Society Awards,

which has received accolades across various categories, from FMCG to boutique retail.

Sam Allan, managing director, said that its ethos could be encapsulated by the phrase: 'It's not the size of the dog in the fight. The size of the fight in the dog.' This reflects OnFire Design's determination and passion for delivering high-quality work.

Despite being based in New Zealand, OnFire Design has significantly impacted globally, as shown by its consistent recognition at prestigious events like the UK World Brand Design Society Awards. Allan said he was excited about OnFire being in the top 10 design agencies globally for the fifth consecutive year.

"Great recognition for our awesome clients and our ideas making an impact abroad," said Allan.

Ignite your brand. For more information, contact Sam Allan at 021 608 204 or visit www.weareonfire.co.nz. n

REGULAR MAINTENANCE IS INTENDED TO MAKE SUITABLE FORKLIFTS BETTER

Happy New Year – and welcome to my first Supermarket News column of 2024.

I hope, like me, you had a thoroughly enjoyable break over Christmas with whanau and friends, and you're raring to go for another year.

Before I get into the nitty gritty, I wanted to quickly share with you a thought I had while enjoying the company of loved ones – I promise I'll relate it to forklifts.

The time and effort we put into maintaining our equipment is almost as important as our mental and physical health. Sometimes, like our health, doing things good for us (and our machinery, like forklifts) falls by the wayside when life or work gets busy.

So, as we bed ourselves in for the long haul of another year, it pays to remember that taking time for yourself can help deal with the busyness of life. A similar logic applies to forklifts.

Regular forklift maintenance minimises the risk of accidents and injury to the forklift operator and others in the workplace, reduces productivity losses due to forklift downtime, and extends the service life of the forklift.

As always, the NZ Forklift Industry Association's Forklift Good Practice Guidelines are immensely helpful in understanding one's responsibilities for forklift maintenance requirements.

It's not up to you to maintain the forklift. Still, a planned schedule of maintenance, lubrication, and inspection should certainly be followed, and, importantly, this schedule of work should be undertaken by "a trained and competent person".

Additionally, the procedures must be carried out to the specifications provided by the manufacturer for that forklift.

I hear you ask who is a trained and competent person: those who are qualified in the inspection, repair, and adjustment of forklifts and those whom their employers authorise.

An NZ Certificate in Heavy Automotive Engineering Levels 3 and 4 with a Material Handling qualification is a way of demonstrating competency.

Record keeping for all maintenance and inspection procedures is a must, too. If any of the above steps aren't followed, you could have a forklift on your hands with a voided warranty and/or one with adversely affected operations and lifespan.

It is also essential that any routine maintenance involving parts, oils, and lubricants must be within the specifications set out in the applicable workshop and maintenance manual for the equipment being serviced.

Using alternative grades and types of oils and lubricants may alter the forklift's performance and create an unsafe hazard.

Check the Guidelines for a list of different examples of wear and tear on various forklift parts, but suffice it to say, poor forklift maintenance is a surefire way to cause an accident.

Your forklift can also undergo non-routine maintenance, which can be the repair or replacement of failed or worn components or adjustment of components on a forklift.

These kinds of maintenance programmes can also add value to the forklift, for example, fitting components to enhance the operation of the forklift or increase the safety aspects during its operation.

Then, pre-operational inspections ensure the forklift is in safe working order, ready to be used and capable of completing the required task (s).

These should be carried out at minimum durations set by the manufacturer. An example may be daily inspections for environments where the forklift is operated in a more conventional eight-hour workday or for environments where forklifts operate for 24 hours. The forklift may be inspected at the start of each shift.

Sometimes, we forget that a lot more goes into the safe and successful operation of a forklift.

Sometimes, it pays to check in with our Guidelines from time to time to ensure you're ticking all the right boxes because it will give you and your team the guidance to reduce the risk of harm. n

design showcase

Trends leading in the design space include minimalism, bold colour-on-colour designs, and high-personality custom typography.

by Tomorrow Studio

Lee Philo from Creative Philosophy outlined the leading trends in design, ranging from minimalism, bold colour-oncolour designs, and high-personality custom typography.

“It’s exciting to see the creative use of colour across multiple categories, which is creating stand out in increasingly cluttered markets,” said Brave Media’s Brendon Doig.

Single-brand colours are gone, and palette choices in 2024 will reflect the pace of the industry: bold, conflicting, and confident.

by Studio Nine

by Creative Philosophy

by OnFire Design

by Creative Jam

Doig continued that when it comes to launching a brand, a few key elements need to be met.

Colour consistency is crucial for maintaining visual integrity across multiple mediums. Packaging materials must also reflect the brand and product, whether paper, synthetic, aluminium, vinyl, craft, or cardboard. Coming handin-hand with this is a shelf presence, where its packaging and design effectively capture attention and reflect its message placed high, low, or upside down. n

“Colour clashes of old will be used to create a standout.”

Studio Nine’s Katrina Knapp stated that through cluttered landscapes, simple design cuts through the noise and delivers a clear message.

The advancements of AI also introduce opportunities for AI-enhanced design, which designers will likely utilise more.

“It won’t replace the creative ideation and design phase, but as a super tool to assist,” said Doig.

by Brave Digital (Media)

packagingdesign&labelling

embracing nature

Consumers are continuing to move towards more environmentally conscious brands. Over the past decade, their desire to support brands that are good for the planet has seen manufacturers make transformative packaging changes. This packaging trend, aptly named "Natural Earth", shows change is gaining momentum on the shelf as brand owners shift towards sustainable, eco-friendly options for product packaging that mirrors their customers' desire to support the planet.

A Nature Inspired Palette

One of the features of this trend is the colour palette, which draws inspiration from the lush hues and textures of nature, with earthy tones evoking a feeling of honesty. Stone shades, wood, and lush greens, these colours dominate. These organic colours bring a sense of being grounded in nature and signal the consumer a commitment to supporting the planet.

Textures that Tell a Story

Beyond colour, the trend embraces textures that also reflect a sustainability narrative. Packaging materials, chosen for their visual appeal and tactile qualities, provide a sensory connection. Consumers are increasingly drawn to authentic packaging, textured like recycled paper or reminiscent of the natural surfaces found in nature.

Consumer Values Reflected in Packaging Options

Brands are more conscious than ever about the ecological impact of their choices and are rising to the occasion by aligning

their packaging designs with these values. It's about the entire life cycle of the product, from ingredient sourcing to manufacture to recycling and waste management.

The Brands Taking the Lead

Brands across many product categories have been leading the charge, from food and beverage to skincare or household products; brands recognise the significance of reflecting eco-conscious values in their packaging choices. Not only catering to the evolving preferences of their consumers but also to contribute to a broader collective effort toward sustainable living.

Challenges and Innovations

No trend comes without challenges, striking the right balance between aesthetics and functionality. Meeting labelling requirements and ensuring cost-effectiveness are challenges all brands grapple with. It is these challenges that drive innovation.

The Path Ahead

Looking to the next decade, the natural earth packaging trend is not a fad but a

lasting shift in consumer expectations. As more brands embrace eco-friendly packaging, the industry, from paddock to plate, is poised for a future where sustainability is not just a choice but an expectation.

The planet's well-being is increasingly important in consumer choices; this packaging trend is a testament to the intersection of aesthetics, ethics, and environmental stewardship. Packaging and labelling are a canvas, and brands are busy painting the best possible picture of the future. n

VINE Art

Message On A Bottle

For wine labels, the design is a critical aspect influencing consumer appeal. First impressions matter. The purpose of the wine label is to make a particular wine recognisable, whether scanned at retail, offered by a sommelier, on a wine app, or on a website - the label matters.

Message on a bottle

This little communicator packs a punch, reflecting the craftsmanship and identity of the wine. The label is a crucial consumer touchpoint, influencing as it does purchasing decisions.

This art form sets a bottle apart on the shelf has made the wine label design a powerful tool. With millions of different wine labels worldwide, each is doing its best to stand out; cutting through is vital to success.

A visually appealing and innovative label captures consumer attention, so winemakers view the label as a canvas.

Crafting a wine label is an art. Label design guidelines such as readability, accurate technical information and clear fonts help, but poor colour choices and a lack of information mean a more negative reaction. Award stickers, however, are a plus on any label.

Wine labels are the gold standard of first impressions, and making every centimetre count means they are much more than just a square of paper. After all, the bottle's contents have been judged from the label well before the wine is even drunk.

The label draws in the consumer, engaging and asking them to appreciate the craftsmanship behind the product.

They use the label to establish a connection with consumers through design, colour, and distinctive fonts.

Equally important is the information presented on the label. Beyond the basics, the label often narrates the winery's story or winemaker's philosophy. The label draws in the consumer, engaging and asking them to appreciate the craftsmanship behind the product.

The wine label extends beyond aesthetics. The information on it is crucial in establishing consumer trust and credibility. Consumers are increasingly seeking transparency regarding winemakers' sustainability and ethical practices. The label serves as a platform for this communication. Certifications, eco-friendly packaging details, award wins and relevant information contribute to fostering consumer trust.

For its size, the wine label punches well about its weight. A multifaceted tool, its creativity captures the eye, information guides the consumer, and the narrative establishes a connection. Winemakers recognise the label as a critical element in the overall branding, understanding that it is a vital element in shaping the perception and experience of the wine. n

CHECKOUT local what’s new

STAYING COOL, COMPOSED, AND PROTECTED

Bondi Sands

Bondi Sands has launched its newest sunscreen just in time to make the most of this summer season.

Boasting lightweight, nongreasy qualities, Bondi Sands SPORT Wet Skin with SPF 50 is designed to be applied to wet or dry skin. It features Cool Motion Technology, offering highperformance protection whilst allowing the skin to sweat.

Wet Skin Sunscreen will naturally keep users cool and composed, allowing them to perform at their best.

THE TASTE OF EASTER

Whittaker's

Whittaker's new limited-edition Choc Cross Bun 250g Block is this year's must-try Easter treat, bringing together the two most classic flavours associated with this occasion. Whittaker's Choc Cross Bun Block is crafted using classic 33 percent Five Roll Refined Creamy Milk chocolate with Hot Cross Bun-inspired ingredients, including natural mixed spice, raisins and orange oil, creating a deliciously moreish flavour.

DAFT ABOUT FLAVOUR IN THE BEST WAY POSSIBLE

Culley's

The legends behind Culley’s have unleashed a new force against the beverage landscape, DAFT Drinks. This emerging icon of a brand is set to shake up the drinks category with fresh and exciting new flavours. Proudly ‘DAFT’ about flavour in the best way possible. Driven by a passion for crafting high-quality, New Zealandmade products that resonate with the hearts of Kiwis, Culley’s goal was clear: to create a range of punchy sodas that are authentically Kiwi without the unwanted additives. Owner and Director Chris ‘Culley’ Cullen & General Manager Samuel Tyler conceptualised and brought the vision to life, and the DAFT child was born. For more information on wholesale pricing, please contact samuel@culleys.co.nz

A BERRY SWEET SURPRISE

Pascall

Pascall is excited to announce the release of a berry-tempting new treat – Pascall Raspberry Flavour Lumps. Whether you have a sweet spot for raspberries or you are looking for a sweet escape from the back-to-work grind, it’s the must-try snack this summer.

This special edition flavour follows the sweet success of the recent Pascall fruity fusions, including Pascall Boysenberry Ripple Inspired Lumps and Pascall Feijoa Flavoured Lumps.

Pascall Raspberry Flavour Lumps are not just a treat for taste buds; they're a nostalgia trip reminiscent of lazy summer afternoons, picnics in the park, and laid-back beach days.

Bursting with raspberry flavour and coated in delicious dark choc, Pascall Raspberry Flavour Lumps are a must-try treat.

But just like summer, Pascall Raspberry Flavour Lumps are here for a good time, not a long time.

SIMPLY GOOD Tasti

Tasti Made simple range is now crafted with 30 percent less sugar, nutritious fruit, and nuts. With delicious ingredients pressed together to create a tasty snack at any time, Made Simple bars offer a satisfying snack for any occasion—whether on the go, in lunchboxes, or to simply curb food cravings. Made Simple fruit and nut bars cater to all tastes with their delicious simplicity.

Excitingly, Tasti introduces two new flavours: Cranberry and Tropical Mango. These bars are 100 percent natural and plant-based, boasting a 4.5 health star rating, promising a guilt-free indulgence. Tasti's commitment to providing wholesome, delicious snacks shines through in every bite of their Made Simple range. Enjoy the goodness of nature with Tasti's Simply Good Made Simple bars.

WHAT A GREAT PIE

Maketu Pies

Tino Pai Pie - what a great pie: a statement found on the re-branded Gourmet Pie Range from Maketū Pies, and it’s true to its word; the pies are delicious.

FMCG veteran Maketū food sales and marketing manager Stevee Evans (Ngāti Hine) shared that Maketū Pies aims to stand out on the shelf, with its packaging reflecting the premium quality of its pies taste.

The design pays tribute to the things that make Maketū unique. Its meat-based flavours draw from its surrounding whenua and Maketū farmlands, and the Seafood Mornay design draws on the coastline.

The Maketū Pie range includes four delicious gourmet flavours: Prime Beef & Blue Cheese, Seafood Mornay, Moroccan Lamb & Chicken, Leek & Tarragon, and plans to add to the range later this year. Each pie is 250g, enough to satisfy any craving and packed full of tasty ingredients, which are then wrapped in golden flaky pastry.

the influence of health & sustainability concerns

The milk industry has seen significant transformations, especially in the past few years, due to shifts in customer preferences driven by health and environmental concerns.

With the growth of plant-based alternatives such as almond, soy and oat milk, which most often tend to offer comparable taste and nutritional value without the involvement of animals, the traditional dairy industry is facing severe competition.

The plant-based trend has garnered mass awareness, and market competition has increased, with more options readily available.

Oat milk seems to be a leader in the plant milk industry, not only in Australia and New Zealand but even in the UK and Germany, owing to its sweeter taste and better compatibility with coffee.

The coffee industry plays a significant role in the popularity of plant milk, seeing the evolution from soy lattes to almonds and now oats.

Brands like Minor Figures, which started with cold brew coffee, introduced oat milk to work harmoniously with their coffee, and as the first barista oat milk in Australia and New Zealand, they have seen the category proliferate.

However, for some brands, almond milk has been a leader.

“For Mylk Made, almond is a leader and has been since we began three and a half years ago,” said owner and director of Mylk Made, Jemma Delore.

The rise of plant milk is driven primarily by consumers' concern about planetary health. Oat milk is less carbon-intensive, requires less water, and uses less land than dairy milk.

This desire for sustainability and products to reflect these values has also driven the key challenge for dairy and plant milk producers: packaging.

“Consumers are becoming more aware of the need for environmental packaging and product.”

Offering a waste-free solution for plantbased mylk, without additives, and in packaging that can be reused and recycled, is key to maintaining a competitive advantage in an increasingly competitive market.

While dairy and plant milk might be squared off in a competition for consumers, the same is not true for alternative animal-

based milk within their own niche, such as deer milk. Consumers opting for less traditional animal-based milk options seek these out purposefully.

Hamish Glendinning, Head of Commercial Pāmu Foods, said those consuming deer milk are doing so for nutritional reasons, which has been increasingly reflected through recent research and clinical trials.

“We are lucky that the consumer buying deer milk has high disposable income –price isn’t a factor. Whilst this is a smaller consumer set, it suits our current supply footprint,” said Glendinning.

Fernglen Farm, a producer of sheep’s milk products, shared that its alternative animal-based milk is also explicitly chosen for its consumer benefits.

“The two key qualities that set sheep's milk products apart from cow's milk products are their greater digestibility and higher nutrient density,” said Ben Ravenwood, Fernglen Farm’s co-founder and nutritionist.

Ravenwood said that competitive pricing

was a critical challenge for sheep's milk when trying to compete with cow’s milk.

The sheep dairy industry is still relatively young in New Zealand, so starting on a small scale as Fernglen Farm has meant that its cost of production is significantly higher compared to the well-established brands.

“However, the products also command a premium, being more nutritious, easier to digest, animal welfare certified, and easy on the environment.”

These niche markets face the same challenges for input costs, freight, and fuel to resource and admin like cow’s milk producers, Green Valley Dairies LTD. Government regulations also play a significant part in the evolution of the industries.

“Although it is too early to decide the stage of the new government if they hold to their narratives so far, hopefully, we will see an easing in costs as covered above due to reductions in ‘red tape’ and overly bureaucratic government organisations, resulting in actions being able to be taken quicker and with less cost,” said Green Valley

Other issues faced by traditional dairy farmers are the annual seasonality issues of the availability of milk and the added pressures from recent weather and political events, both locally and internationally.

The upward curve of the plant-based alternatives is flattening as Gardner highlighted that the health benefits of traditional dairy regain recognition and emissions released by farming practices led by New Zealand farmers are reduced.

While impacted by plant-based milk's eco-friendly image, dairy milk maintains a competitive edge for its health benefits. Euromonitor International highlighted that the functional health benefits of prebiotics and probiotics in dairy milk align well with the growing mindfulness trend around gut health; its protein values also contribute to this.

From sustainability initiatives to innovative packaging, this disruption in the dairy industry will set the stage for new, inevitable advancements in the near future. n

Dairies Ltd sales manager Steve Gardner.

LIQUID GOLD FOR HEALTH & WELLNESS

Milk is more than just a drink; it's a natural wonder packed with goodness that's sustained us for over 8000 years. Containing calcium for strong bones, protein for muscles and essential nutrients for growth and development as part of a healthy diet, milk is liquid gold when it comes to health and wellness.

Despite its benefits, New Zealanders are drinking less milk each year (-1.3 percent volume decline for Fresh White Milk1), and there is a big job to be done to champion the goodness of milk and remind Kiwis about its nutritional benefits to create this behaviour change –Anchor is up to the challenge.

As one of New Zealand's most trusted brands2, Anchor ensures everyone can access high-quality dairy products. Anchor is a key component of programmes like Kickstart Breakfast3, which has served nearly 70 million breakfasts to tamariki in schools across Aotearoa and a nutritious staple distributed by the New Zealand Food Network4 to more than 60 food hubs throughout the country. Anchor is committed to ensuring New Zealanders have access to delicious and nutritious dairy it makes to a world-class standard in this country.

Anchor doesn't stop there. Functional health and nutrition are core focuses for the Anchor range. Being able to offer Kiwis nutritionally dense offerings such as Anchor Calci+ and Protein+, as well as digestive health solutions such as Anchor Zero Lacto and A2, means there is a nutritional milk option for everyone.

With 14 percent of New Zealanders believing they have difficulty digesting regular dairy milk, digestive health solutions have been essential to ensure everyone has access to the nutritional benefits of milk5.

Anchor Zero Lacto is designed for lactose intolerance or sensitivity. It contains a lactase enzyme to break down lactose so that consumers can enjoy the creamy taste of fresh Anchor dairy milk without any discomfort.

The A2 Milk by Anchor: Made for those who struggle with regular cow's milk, which might be due to the A1 type of betacasein protein that is present in regular dairy milk - 90 percent of Kiwis6 who have trouble drinking regular cow's milk, said they felt good after drinking A2 Milk by Anchor.

Anchor is dedicated to championing the nutritional benefits of milk and has been proud to serve Kiwis world-class dairy for generations.

For more information on how Anchor is helping Aotearoa understand the nutritional benefits of milk to support health and wellness, visit anchordairy.com/nutrition-blog. n

Sources:

1 Nielsen IQ Data, Fresh White Milk Value & Volume Sales, - Total Supermarkets, MAT to 04/02/24

2 Readers Digest ‘Most Trusted Brand in Milk’ 2023

3 Kickstart Breakfast is a partnership between Fonterra, Sanitarium, & the Ministry of Social Development

4 Part of Fonterra’s Feeding NZ communities programme in partnership with the NZ Food Network and Feed Out

5 Kantar Symposium Presentation –Understanding Changes in Milk & Cream Consumption, August 2020

6 Survey by Home Tester Club 18 December 2022 to 26 January 2023, 201 members home tested A2 Milk by Anchor

the rise of flavoured milk

Flavoured plant and dairy milk products also play a role in the market. Dairy milk drinkers generally prefer unflavoured products; comparatively, flavoured non-dairy milk products have an edge.

Innova Market Insights revealed that chocolate is the top contending flavour across both categories, with a range of classic flavours such as vanilla, strawberry and banana following behind. For Lewis Road Creamery, the perseverance of chocolate as a favourite flavour has continued, its best-performing flavour being its Original Chocolate Milk made with Whittaker's chocolate. This flavour also put the brand on the map for flavoured milk.

There is a continued growth opportunity for flavoured milk. Innova Market Insights shared that this can give consumers a perception of premiumisation and indulgence, which are leading consumer trends in 2024.

Sonya Stichbury from Lewis Road Creamery shared that indulgent innovations with chocolate are consistent favourites. However, fresh fruit flavours

such as strawberry were also enjoyed by consumers and saw an uplift in popularity.

The demand for flavoured milk has increased significantly over recent years, with a 6.2 percent growth value over the last year. This demand has stemmed from consumers seeking indulgent moments and full-flavour experiences while prioritising health and wellness.

"At Lewis Road, we take pride in creating indulgent flavours using only the highest quality ingredients, and we are extremely proud to be the number one premium flavoured milk brand in New Zealand," said Stichbury.

Lewis Road’s Stichbury advised that catering to consumers' desire for nostalgia and comfort was important to remain relevant in the flavoured milk category. Variations and novel flavours matched to seasons and key holidays add excitement and keep brands in mind for consumers.

Fonterra's Flavoured Milk category lead Stefan Bebich stated that the rise of flavoured milk was primarily driven by being an alternative to traditional beverage options.

"This shift is primarily motivated by a desire for indulgence and novelty, with chocolate and iced coffee flavours leading the category," said Bebich.

Bebich added that the desire for iced coffee among young people and tradespeople also contributed to growing flavoured milk trends.

"The refreshing caffeine boost combined with the convenience of a ready-to-drink beverage, making it a preferred choice for those on the go."

"Flavoured milk represents a dynamic segment within the dairy industry in New Zealand, catering to contemporary tastes and lifestyles. With evolving consumer demands, brands have ample opportunities to innovate and capture this thriving market." n

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