SupermarketNews // July 2015 by Review Publishing Ltd

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July 2015 • Vol. 8 No. 7

HOLLY WHITTAKER: “The email was a job description for my current role at Whittaker’s. I think he sent it as a joke, I read over the description and applied for the role.” (see page 8)

IN-STORE SECURITY AND CONSUMER RIGHTS THE right of a consumer to do her supermarket shopping without being falsely accused of vandalism came into question in Auckland last month. And the action that took place sends a clear warning to other supermarket operators that they must be extremely careful with the release of security footage. This warning has come about following a car-park incident at a New

PLASTIC BAG FREE

FARRO is making a conscious effort to make shopping more sustainable for its customers. Over the past month the company has made changes to the way it handles waste, and invited its customers to join in on Plastic Bag Free Day, which was held on Friday 3 July. All Farro stores offer a paper bag option for 16c each; the cost was dropped to 10c on the Plastic Bag Free Day. The company also encouraged its customers to bring in their own reusable bags. Coinciding with Plastic Bag Free Day, as of this month, grocery stores across the entire state of Hawaii are banned from distributing plastic bags. The City and County of Honolulu is now enforcing a ban that prohibits stores from handing plastic bags to customers at checkout, making Oahu the last populated island in the state to give the bags the boot. n

World where a customer complained his car had been damaged by another shopper. The demand was put on the store for security video footage. In trying to assist the complainant supermarket security turned to mall security for assistance. The complainant then identified a shopper from the footage and was given the image. He then went and loaded the image up onto the local online notice board website Neighbourly and accused her of damaging his vehicle. As it turned out, the image was of a woman shopper who was not the one involved in the incident but was merely walking into the supermarket. As a result of her image appearing on Neighbourly she was humiliated and her reputation damaged.

Two days later Neighbourly took the image down but not before the damage to her reputation was done. The big question remains, who had the right to release the tape – the supermarket operator or security at the small mall complex? The supermarket owner’s duty manager was firstly accused and profusely apologised for the release and even gave the woman a small hamper in appeasement. In fact the release was done without question or proof it was the person in the footage who had damaged the vehicle. It now boils down to who owns the security footage and who is liable in what can become a legally libellous situation. It is all very well for our supermarkets to monitor the carparks and their property by video surveillance, but there are some interesting questions over how they might be used if an incident does occur. n

BEER BY-PRODUCT TURNED TO BIOFUEL DB Export has produced the country’s first ever commercially viable biofuel from the by-products of brewing beer. By creating this biofuel, which emits less carbon than petrol, Kiwi’s can save the world by doing what they do best – drinking beer. DB Export Brewtroleum’, has been unveiled at Gull Kingsland and will be sold at 60 of the company’s service stations across the North Island. DB Brewtrolieum is made using ethanol derived from beer by-product which will be mixed with normal petroleum.

That means every time someone drinks DB Export they’re helping to create an environmentally-friendly biofuel that can be used in any combustion engine that runs on petrol. An initial batch of 300,000 litres of Brewtroleum has been formulated using 30,000 litres of ethanol, which was extracted from more than 58,000 litres of leftover yeast slurry that would otherwise be distributed as stock feed, or discarded. The company expected the first lot of fuel to last about six weeks, but would like to see it become a longterm offering. n

DONOHUE BACK TO OZ

COUNTDOWN has announced that Steve Donohue will be stepping down as Managing Director to take up a new role within Woolworths Food Group, following his appointment as Director of Buying and Merchandising for Woolworths Supermarkets, based in Sydney. The departing managing director says, “I have really enjoyed my time in New Zealand. The decision to take up this new role in Australia was not an easy one, but I’m really excited about the opportunity it presents.” Pat McEntee, Director of Store Operations for Woolworths Supermarkets, has been appointed as acting Managing Director. An announcement around a permanent appointment will be made in due course. n

FORCED TO PAY COLES will refund more than $12 million to approximately 200 suppliers, on top of paying a $10 million court-ordered penalty as a result of proceedings undertaken by the ACCC. This repayment to suppliers is in addition to the $10 million Coles was fined last December for engaging in unconscionable conduct against its suppliers. The $12 million remedy for suppliers is part of the resolution process resulting from last year’s court proceedings where Coles proposed to establish a formal process to provide options for redress for affected suppliers. n

contents 04 GPL Expansion 10 Trade Talks 18 Store Check 22 SMA Feature 38 New Products

16 20 36

editorialcomment A voluntary code of conduct

It is the month of the Jelly Tip!

PERHAPS ! And while New Zealand’s two majors with 100% of the market between them – considered the highest in the world – have never been accused of particularly unconscionable conduct, it would not be beyond the bounds to consider a voluntary programme that would ensure protection if it did happen. Times are certainly going to get tougher for suppliers with the crystal ball telling us that the Woolworths driven participant is likely to look for more margin and forcing the local Foodstuffs to follow suit - if only to retain price equity at shelf level. The last thing we need here is an enforced Code because despite the apparent willing participation by both parties, it will inevitably lead to some nastiness and supplier suffering. If we could only agree to some basic philosophy that would permit open and fair treatment that would probably suffice and keep the politicians off our back as they pander more and more to the electorate. So who’s up for leading these discussions?

FROM another amazing Whittaker’s launch to Griffins’ Jelly Tip Toffee Pops – everyone has their own opinion, taste and favourites. I have just read that Whittaker’s Jelly Tip block will most likely sell out in its second week on sale. That’s 850,000 bars sold in two weeks! That’s the same amount of Whittaker’s Hundred and Thousands block’s sold in one year. On the back of this launch, Cadbury has launched its Cadbury Dairy Milk and Jaffa’s block, and by launched I mean it goes on sale and there was a post on Cadbury’s Facebook page. For me, chocolate is chocolate, there are no particular favourites, but like many consumers I do buy into the hype of a new flavour or collaboration – I’ve bought both Whittaker’s and Griffins Jelly Tip collaborations, and to be honest I’m not really a fan of the Jelly Tip. I do however, recognise and appreciate the build up and the hype around a well executed launch. Am I the only one that thinks Cadbury needs to lift its game? They sell great chocolate; I’d just like to know about what they are doing so I can get excited about it too.

PETER MITCHELL, Publisher

KRYSTAL SPICER, Editor

FUNDING GOAL REACHED

AUCKLAND based vegan food company, Angel Food, reached its maximum funding goal of $150,000 with hours to spare on its crowd funding campaign. “Angel Food has products that solve a real problem for people, and we worked with our crowd to get the word out there,” says Angel Food CEO Alice Shopland. “We constantly have people telling us they absolutely love our products — running this campaign felt like a great way to enable them to act on that love!.” n

MOST INFLUENTIAL BRAND

WATTIE’S has been rated the country’s ‘Most Influential Brand’ in the FMCG category. In the first research of its kind done in New Zealand by global market research company IPSOS, Wattie’s headed off global heavyweights including Coca Cola, Sanitarium and Cadbury, as well as another well-loved, home-grown brand, Whittaker’s. The five factors measured in

the survey were: leading edge, trustworthiness, engagement, citizenship and presence. Heinz Wattie’s managing director Mike Pretty believes the honour is reward for the passion the whole Wattie’s team has for its products. Pretty also acknowledged the major part retailers play in the success of the Wattie’s brand with their continued support of Wattie’s products. n

PRODUCT PLATFORM TO LAUNCH IN NZ NEW ZEALAND Trade and Enterprise (NZTE) is working with RangeMe, an online platform used by Australian retail buyers to source new products for their stores, to provide New Zealand companies with the opportunity to showcase their products to Australian retailers across multiple categories and channels. RangeMe is an innovative online service that makes it easier for New Zealand companies to launch new products and increase their distribution in Australia. Established 18 months ago, RangeMe has quickly grown to become a recognised online service for Australian buyers looking to source new products in the grocery, pharmacy, convenience and health food channels. Clare Wilson, NZTE Regional Director for Australia and Pacific said, “Getting in front of Australian retail buyers is an ongoing challenge for many New Zealand companies. RangeMe provides New Zealand companies with an additional way to gain

exposure to Australian buyers who are using the service to speed up their ranging process.” Within the RangeMe platform, buyers review products via a dashboard that showcases products relevant to the categories they manage. Buyers can quickly view important information about each product, including pricing, margin, unique selling proposition and even a 90 second video pitch from the supplier. When a buyer is interested in a product, the supplier is automatically sent an email notification which includes the buyer’s contact details so they can follow up directly. n

SupermarketNews is published under license. Please direct all enquiries and correspondences to SupermarketNews. The opinions and material published in this edition of SupermarketNews are not necessarily those of the publishers unless specifically stated. All material in this publication is copyright and may only be reproduced with the consent of the publisher. Copyright 2015 ISSN NO. 1173-3365

PUBLISHER Peter Mitchell, peter@reviewmags.com

SENIOR DESIGNER Raymund Sarmiento, raymund@reviewmags.com

MANAGING DIRECTOR Tania Walters, tania@reviewmags.com

CIRCULATION & DISTRIBUTION Kieran Mitchell, kieran@reviewmags.com

EDITOR Krystal Spicer, krystal@reviewmags.com ADVERTISING SALES Felicity-Anne Flack, felicity@reviewmags.com

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JED LAUNCHES IN OZ BELL Tea and Coffee subsidiary, Jed’s Coffee Co, is set to make a mark on coffee lovers of Australia with the launch of Jed’s Bean Bags, an innovation using pyramid-bag technology to create ‘brew in your cup’ fresh roasted coffee. Jed’s Bean Bags is the only brew-in-a-cup bag in Australia that contains 100 per cent freshly roasted ground coffee, with no trace of instant coffee. Developed by the innovation team at Jed’s, the collaboration of tea and coffee

THE HIGH COST OF MANUKA HONEY

NEW Zealand honey consumers are being forced to pay dramatically higher retail prices for everyday honeys as exporters buy up all available table honeys to blend and sell as authentic manuka honey in global markets. “There’s a goldrush mentality out there. Overseas demand is rapacious for manuka honey or a blend that can

technology was jointly led by coffee brew master Stuart Hargie and master tea taster, Matt Greenwood to emulate a fresh plunger experience. n

be labelled as manuka honey,” said industry leader and long-time advocate for transparent and internationally credible manuka honey quality standards, Peter Bray, managing director of Canterbury¬-based Airborne Honey. Recognised world standards require a honey to be “wholly or mainly” made from the named source on the label yet a high proportion of honey sold as manuka fails to meet this threshold. Bray said honey providers wanted to be able to supply reasonably priced, quality table honeys to supermarkets, but with tight supply of monoflorals and bush honeys needed to make blended manuka honeys, the average retail price of a 500 gram jar of honey had risen to around $10.00 when it should be around $6.00 based on normal market indicators According to published media reports quoting the UMF Honey Association, which owns the UMF brand used by some manuka honey processing companies, New Zealand produced 1700 tonnes of manuka in 2013, compared with the estimated 1800 tonnes of “manuka” honey sold in Britain alone. n

WAIKATO WOMEN BEST BUTCHERS

IN the fourth leg of the 2015 Alto Young Butcher and Competenz Butcher Apprentice of the Year regional finals, the best young butchers of the Waikato have been announced, and the female entrants have come out on top. Alana Empson from New World Hillcrest was the winner of the Alto Young Butcher category, while Amanda Naughton from PAK’n’SAVE Clarence Street topped the Competenz Butcher Apprentice category. In a competitive cutting test, entrants were expected to turn a beef rump, pork loin and a size 20 chicken

into a display of value-added cuts in a time allowance of just two hours. They also sat a written exam and were interviewed by judges to test their communication skills and knowledge of the trade. Alana, once a checkout operator, fell into butchery after losing a bet to their butchery manager and found herself signing up to a butchery apprenticeship. Alana said her gender gave her an advantage in the competition. “I’m a girl and so we tend to be more into the finer details. We’re more picky and pedantic,” she said.

IRRADIATED PRODUCTS SHOULD BE LABELLED

A MAJOR consumer survey, commissioned by Tomatoes New Zealand, has found that most Kiwi consumers want irradiated produce sold in shops and food outlets to be clearly labelled. The study of 1000 people found that 85% of participants want irradiated fruit and vegetables, as well as food made with irradiated produce, to be clearly identified. “With seasonal stocks of irradiated tomatoes now arriving in New Zealand, it’s timely to remind retailers, restaurants and catering operations that by law consumers must be made aware of irradiated produce so that they can make an informed choice about whether to purchase it,” said Tomatoes NZ chair Alasdair MacLeod. Some foods, including all imported Australian tomatoes, are irradiated to preserve the food and kill bacteria

and pests. This involves exposing it to ionising radiation and x-rays or gamma rays which pass through it like microwaves in a microwave oven. The Ministry of Primary Industries (MPI) requires anyone selling irradiated produce to provide clear labelling for customers at point of sale. This research shows there is overwhelming support for this from New Zealand consumers. “ Each piece of irradiated produce is not individually labelled but retailers must provide signage at point of sale. Consumers can look out for signage and, if in doubt, ask the retailer,” said MacLeod. The survey carried out by Curia Market Research, found that 85% of respondents want stores to label irradiated fruit and vegetables and 78% want to know if food they order at a restaurant, café or takeaway includes irradiated produce. n

COUNTDOWN & ALZHEIMERS BAKERS will be working overtime for the next four weeks to keep Countdown shelves stocked and cater for Kiwis’ love of lamingtons throughout the company’s annual Alzheimers Appeal. Dementia is one of the most significant and growing healthcare challenges in New Zealand today. One in two New Zealanders are living with dementia or know someone who is and the predicted number of people living with Alzheimers is expected to double in Amanda, a recently qualified butcher, was lured into the industry by the creativity in what you can produce. She enjoys being able to incorporate her personality into her work, and like Alana, thinks being a female gives her competitive advantage. “In the competition I think my point of difference is the fact that I’m a female and I have added a lot of girly touches to my display,” said Amanda. With the Grand Final on September 10 at Shed 10 in Auckland, Amanda and Alana now prepare to compete against finalists from four other regions for an international butchery study tour. n

the next 20 years. In addition to the lamingtons, this year Countdown has introduced collectible boxes of specially baked Alzheimers New Zealand shortbread. Countdown’s Managing Director, Steve Donohue, said this year the company hoped to raise more than $50,000 throughout the appeal. n

LIDL SET TO CHALLENGE ALDI IN OZ

German discount chain Lidl is reportedly planning to open its doors Down Under in Australia. Lidl, which recently beat Aldi to be named Grocer of the Year at the prestigious Grocer’s Gold Awards in London, is ranked as the fourth largest retailer in the world by Deloitte. The Australian reports that Lidl, which boasts $128 billion in annual sales, has applied for a wide range of home brand trademarks and has been in contract negotiations with logistics suppliers as it prepares to make its move Down Under. n

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AUSTRALIAN EXPANSION FOR GPL PETONE-based flexible packaging specialist, Gravure Packaging (GPL), has purchased Sydney-based Australian Packaging as part of an ambitious strategy to expand its business on both sides of the Tasman. GPL Managing Director Greg Chapman said the flexographic printing, solventless lamination and perforation processes offered by Australian Packaging will provide a positive complement to the gravure expertise of his firm and deliver a proven customer base. “Australian Packaging predominantly produces for

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the food and FMCG markets, as well as for domestic and international airlines,” said Mr Chapman. “One of their strongest portfolios is pie wrapping and they make a lot of high-quality laminates for what we call ‘rewind packaging’ for the snack food sector. Their customer base is Australia-wide and stretches into New Caledonia and Fiji, with one of the most recognised brands being Mrs Mac’s. “The acquisition will provide an opportunity to cross-sell on both sides of the Tasman and it also opens up a new technology for each company.” n

SCHWEPPES NEW LOOK

SCHWEPPES has announced the launch of its new traditionals range, designed to appeal to adults looking for refined packaging, quality ingredients and authentic flavours. With more than 230 years in the soft drink market, Schweppes was the first ever soda brand in the world. The new Schweppes range has been supremely crafted and celebrates the brand’s heritage as a trusted and established brand with the proudly displayed tagline “Finest sodas since 1783”. The range includes Classic Ginger Beer with

KIWI skincare brand, Skinfood’s ‘Breast Cream’ project, a simple revolution in encouraging women to check their breasts for signs of cancer, has been awarded a Gold Lion at the prestigious Cannes Festival of Creativity. The award joins a growing list of local and international advertising accolades for the campaign, which is quickly receiving international recognition. Inside the pack is a leaflet with comprehensive information on the signs and symptoms to look for, and $2 from every pack sold goes to the New Zealand Breast Cancer Foundation to fund research, education and support. n

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brewed ginger, a new Spicy Ginger Beer in response to consumer demand for an ‘extra strong’ variant with an intense ginger kick, Light Ginger Beer with just four calories, Lemon Lime & Bitters and Old Fashioned Lemonade made with real lemon juice. n

PROLIFE BUYS TE HORO PROLIFE Foods has expanded its brand portfolio by purchasing Kiwi jam business, Te Horo. Prolife Foods CEO, Andrew Smith says, “We are delighted to expand our portfolio into the jam business with such a fantastic product made from local New Zealand produce.” Prolife’s spreads range started with honey and

peanut butter last year and Smith says Te Horo jam is a great addition to the growing line-up. Te Horo produces eight jam varieties in the range including Raspberry, Plum, Orange Marmalade, Strawberry, Blackberry, Apricot, Boysenberry and Grapefruit Marmalade. n

CHARLIE’S GET CRAFTY

N Save stores nationwide. Charlie’s fans were then called on to post any snaps of the mini scarves on social media and be in to win a case of their own. The knitting groups involved in the project meet not only to share a passion for craft and a cuppa tea or two, but to help little nippers in their community who are not yet able to fend for themselves. Each of the groups are involved in supporting charities such as Kids First, the Premature Unit at Waitakere Hospital and Starship by making woollen hats and jumpers. To thank them for their efforts Charlies are donating wool (25km worth to be exact) to help the groups continue their charity work. n

THE team over at Charlie’s thought it was time to spice things up a little! This winter they have launched a Quencher with bit of a kick. The perfect combination of orange, lime, and a fiery kick of ginger to create Charlie’s new Winter Quencher. For the launch Charlie’s teamed up with three different knitting groups across Auckland, the Auckland Knitters Group, Avondale Knit Wits and Oratia Craft Group, to make sure its Winter Quenchers were staying warm in the chiller this season. The groups produced 800 mini scarves placed on the Winter Quencher bottles in New World and Pak

KICKING off on October 1, New Zealand Cheese Month is about celebrating the unique and diverse range of locally made cheese, and acknowledging the hard-working and passionate cheese makers behind the brands we love. Driven by The New Zealand Specialist Cheesemakers Association, New Zealand Cheese Month features regional and national events, as well as tastings, demonstrations, instore promotions and much more. n

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INTEGRATED TECHNOLOGY SOLUTIONS

the opportunity to select its supply partners, providing its customers with a great range of solutions to choose from. Products range from the high end cash recycling machines that a PaknSave, large New World or Fresh Choice may use, to mid-size machines

ITS’s core business is based around servicing and supporting cash technologies, whether it’s cash recycling machines used by retailers, ATMs used by banks or high volume cash processing equipment used by its related company ACM, the largest cash processing business in New Zealand and Australia. The company’s breadth of technologies enables it to maintain a nationwide service and support network, meaning that it is able to support customers in the smaller towns as well as larger cities. Given the scale of its business, ITS has

for a smaller New World or Four Square. “We also offer smaller capacity machines for convenience stores or fuel stations, where security is a major concern,” says ITS general manager, David “Retail customers clearly see the benefits of our cash recycling machines such reducing in-store cash holdings, simplifying the cash operating process, reduce the frequency of banking and cash pick up’s and maintain a clear audit & reconciliation of the cash. In a nutshell, the cash recycling machines provide the retailer significant cost savings and are easy to use.” Highly experienced to handle planned note changes, ITS manufacturers develop new software which is easily uploaded to cash counting equipment. Alternatively, the company’s desktop counting

equipment, such as scales, can be updated anytime by using a SD card. n

SUGAR TAX: HOW NZ COMPARES TO MEXICO SUGAR tax supporters believe a 10% tax on fizzy drinks like in Mexico will be a magic solution to New Zealand’s obesity problem. Local activists such as Boyd Swinburn were overjoyed following the release of a study by Mexico’s National Institute of Public Health. It claimed the tax reduced purchases in Mexican households by an average 12% at the end of the first year, and that “taxes imposed on sugarsweetened beverages can help change behaviours in benefit of public health”. Putting aside the fact that the study was funded by the pro-tax lobby closely involved with the Mexican tax implementation – and was therefore unlikely to conclude anything other than the tax was a raving success – and the strange belief that a country like Mexico, where the poorest earn less than $200 a month, is comparable to New Zealand, there’s another inconvenient truth: Mexicans are consuming the same amount of fizzy

Katherine Rich CEO, New Zealand Food & Grocery Council

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as they were before the tax, following a small dip in consumption after the 1 peso (9 cents) per litre tax came into effect early last year. The only difference is that the Mexican Government is now billions of dollars richer. So how can this be when the “research” says there was an average 12% drop? Easy. The research was from shopper panel information and, as readers of Supermarket News know, what shoppers say in surveys and what they actually buy in-store are often completely different things. Where pro-tax activists go wrong is they don’t understand the dynamics of the fizzy aisle or the grocery sector generally. We all know that in the fizzy category there are different brands at vastly different prices. Recently in the supermarkets near where I live, Countdown had a 1.5 litre bottle of Coca-Cola for $3.39 and its Homebrand Cola was 97 cents. At the New World it was $3.36 and its Budget Cola $1.11. It’s not the difference in price between the stores that’s of interest, it’s the difference WITHIN the category that explains why any low-level tax will do little more than collect money. Coke is already 300% more expensive than the budget products yet many people choose to buy it over OWNED

KETTLE KORN & THE ALL BLACKS NEW Zealand snack brand, Kettle Korn, has become an official All Blacks licensee, one of only a handful of food businesses to be granted the honour. The company is an Official New Zealand Rugby licensee and will create a range of All Blacks branded products to be available later in the year. Trent Brock, co-director of NZ Kettle Korn, says, “We are very proud to be an official licensee of New Zealand Rugby. Rugby in New Zealand provides

an opportunity for friends and families to come together to support their national or local team. It provides fun, entertainment and there is a healthyliving, sports element as well. These are important aspects of what the NZ Kettle Korn brand is about as well so it’s a perfect fit.” Founded in 2010, New Zealand Kettle Korn has already become a firm favourite in many New Zealand households. n

ZEALONG TEA IN HARRODS HAMILTON’S Zealong tea plantation is on top of the world after London department store Harrods has taken on its product. The second shipment of oolong green tea has now gone after a

pre-Christmas order was sold out. The product is selling at about a dollar a gram. Zealong now has over 1.2 million plants in product and has spent over $20m developing the plantation and the range since it began operations back in 1996. Most of its product is now exported. n

plain colas. The idea that a 10% tax would make any significant difference to buyer behaviour is ludicrous. Applying the tax, Countdown’s Coke becomes $3.79, and its Homebrand becomes a $1.06. Does anyone apart from those with ideological blinkers on think this will make any difference to consumption in New Zealand? Activists often make the comparison between tobacco taxes and sugar taxes, completely overlooking the fact that tobacco taxes are levied at between 400-500%, not 10%. Then there’s the reality of grocery pricing over time. A 10% tax would be completely lost in all in the ups and downs in price from specials and promotions. Retailers can also choose to sell goods at any price, as Pak ‘n’ Save Northland did recently with its 9 cent fizz special. Applying a 10% tax to that would have been less than 1 cent, but still pro-tax supporters would have us believe such a policy would work. In Australia there has already been a 10% tax on sugary drinks in the form of GST, but has that made any difference to consumption? No. When I visited Mexico a few months ago the message from industry was loud and clear: sales data shows consumption is back to pre-tax levels. People are simply paying more for either the same brands, or (the very poor) are trading down to cheaper brands, indicating again the low elasticity of demand for products. The

data also shows that Mexico’s poorest are cutting back on other, non-food groceries, to suit their budget. It’s no surprise that a small tax doesn’t have much effect when brands were already offered at a huge range of prices before the tax. This is the same the world over. And that’s where the price differential between the top-line brands and the private label brands comes in. Shoppers buying Coke and Pepsi are already choosing products two and three times the price of the plain pack cola, so it’s not hard to see why a price differential from a tax of 10% in New Zealand would be most unlikely to affect consumption. This style of tax won’t achieve the target hoped for by proponents. It’s basic economics. Such taxes make little if any difference when demand for a product is largely inelastic. And in a higher-wage economy such as ours, adding 10 cents to a 1.5-litre bottle will not change anyone’s buying habits in the long term. The Mexico tax was meant to curtail obesity and in that respect increasing the price of a single item has been a failure. There is nothing to suggest that targeting a single product with a punitive tax is leading to lower levels of obesity in Mexico, and that would also apply in New Zealand. That’s because the causes of obesity are much more complex than can be dealt to by curtailing the consumption of a single product. n

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20 minutes with...WHITTAKER’S Whittaker’s marketing duo, Holly Whittaker and Phillip Poole have been the dual masterminds behind many successful chocolate launches over the past three and a half years.

PHILLIP has been with the company for the past 13 and half years. Born in England, Phillip’s strong marketing background saw him working for Unilever in South Africa, Thailand and England, before moving to New Zealand, with his family, in 1984. “When I first started working for Whittaker’s the company only had 30 staff, now we have 120. I have always found the family company appealing, the directors are onsite and there is a brilliant family culture that surrounds the company,” he says. Holly, on the other hand, had no intention of working for the family business, as she has always been driven to be independent and make her own mark. “There was never pressure to work in the business while I was growing up,” she says. Holly studied fine art and psychology in Christchurch and went into advertising, first in Wellington, then Melbourne, and then as art director for Saatchi &

Saatchi in London. While working for Saatchi & Saatchi in London, Holly was asked to work on a project for Cadbury and says she turned it down. “Although I wasn’t working for Whittaker’s, it’s still my family business and helping the opposition didn’t sit right with me,” she says. While in London, Holly received an email from her father, the email was a job description for her current role at Whittaker’s. “I think he sent it as a joke, I read over the description and applied for the role,” she says. “I would have employed her even if she wasn’t a Whittaker,” says Phillip, “Just the fact that she had been an art director for Saatchi & Saatchi proved that she was tough and not afraid of hard work,” he adds. The duo refer to the company as ‘traditional yet contemporary’ and over the years this has resonated well with its consumers, as Whittaker’s has earned the title of New Zealand’s most trusted brand three years running. In this time, Whittaker’s has been at the forefront of chocolate innovation within New Zealand, not only collaborating with other iconic Kiwi brands, but with that of international personality Nigella Lawson. Although the pair wouldn’t disclose the cost of Lawson’s Whittaker’s brand promotion, Phillip did mention the term “truck load of cash”. “We wanted to align our brand with Nigella, although initially she wouldn’t agree until she had tasted our chocolate,” Poole says. “Once she tried our chocolate she was hooked and was a proud to become an ambassador of our brand.” Nigella has been gracing TV screens in Whittaker’s latest Artisan chocolate campaign, and she’ll be back later in the year with a new

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launch, says the marketing duo. So what else is in store for Whittaker’s this year: “We’re working on the five year plan”, says Holly, “but we do have some great things planned for this year.” With more clever collaborations in the pipeline, consumers will yet again be rushing into store, not wanting to miss out on the next limited edition Whittaker’s chocolate craze. As for Holly and Phillip, they say they happily eat chocolate every day at work, both say they love all Whittaker’s flavours but if they had to choose, Holly would pick Whittaker’s creamy milk chocolate, while Phillip indulges in the 60% cocoa variant. n

WHITTAKER’S LATEST KIWI COMBO

WHITTAKER’S limited edition Jelly Tip 250g block are now on shelves around New Zealand. As well as teaming-up with another iconic Kiwi favourite, the Jelly Tip block is also the first time Whittaker’s has ever made a product using two types of chocolate. Jelly Tip-flavoured jelly, made by Whittaker’s using natural colour and flavour, is encased in vanilla ice cream-flavoured Whittaker’s white chocolate on a five roll refined Creamy Milk chocolate base. This gives the authentic flavour of Tip Top’s classic Kiwi ice cream combined with Whittaker’s hallmark top quality chocolate. “We think Whittaker’s Jelly Tip block is a fitting tribute to the Jelly Tip ice cream which, like Whittaker’s chocolate, has been loved by New Zealanders for decades. Curious chocolate lovers may need to get in quick to taste our latest classic Kiwi combo”, says Holly Whittaker, company marketing manager. n

Dair y & gluten free No added sugar Great Flavour profile

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COUNTDOWN OPENS TWO NEW STORES IN TARANAKI

TARANAKI customers will be spoilt for choice with Countdown opening its Vogeltown and Stratford stores this month. The new $14 million Countdown Stratford store, located on Broadway in Stratford, was officially opened by Stratford District Mayor, Neil Volzke. Countdown Stratford Store Manager, Shaun Wall says, “We’re really excited about being open and serving our local customers. We’re committed to providing them with great fresh food, a modern shopping experience and value for money. “In the lead up to opening, I’ve been meeting with schools in the local community and getting to know our neighbours, and they have all commented how excited they are about us being up and running. “The new 2400sqm Countdown Vogeltown store, located at 32 Hori Street in New Plymouth, was officially opened by New Plymouth District Mayor, Andrew Judd. Store Manager, Stephen Mack, he said, “Both myself, and the team are really excited that the store is now open for business. It’s been a busy time getting the store ready, but it’s definitely paid off. The store looks great and I’m sure our new customers will love it.” Both openings were also attended by representatives from the Salvation Army, who were presented with a trolley of food for the local food bank. n

Contact your Eurodell Sales Representative today to see our full range of Premium Delicatessen Products!

EstD.1996

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www.eurodell.co.nz • +64 9 836 8595 • info@eurodell.co.nz •

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Supermarket News AD2014.indd 1

I 9

5/02/2014 7:28:16 a.m.

July 2015

VITTORIA: Trade Talks Vittoria Food & Beverage is a proud third-generation family business, employing 250 people across Australia, New Zealand, Los Angeles & China. leader in pure coffee for the past 20 years and today supplies over 5,000 food service clients and all the major Australian retailers. As Australian market leader in the coffee category, Vittoria Food & Beverage has capitalised on the ever growing capsule coffee trend and in the last 12 months, has earned itself top spot in Australian consumer’s hearts, selling five million kilos of coffee last year alone. To capitalise on the growing segment, Vittoria introduced its own capsule offering and machine, Espressotoria. Testament to the strong performance of the Espressotoria machine and the freshness of its capsules, the system has been hugely successful since its launch in early 2014. Les Schirato, company director, attributes the success of Espressitoria to the company’s high standards and its ability to delay its release until it was confident the system was perfect.

Les Schirato

IN 1947, Cantarella Bros Pty Ltd, now trading as Vittoria Food & Beverage, began as a family business importing Italian products like mineral water, parmesan cheese and pasta. However, when it came to coffee, the company says it knew that coffee tastes best when it’s fresh, so in 1958 it began roasting in Australia. The company has now maintained its spot as Australian

“I didn’t want to put the brand through a system that wasn’t going to deliver the quality aspects of Vittoria,” Schirato said. “I am incredibly happy with the way it performs and so that’s why we delayed entry into the capsule market.” When on promotion the machine retails at $49 and is available in supermarkets across Australia. Covering each tier in the market, Vittoria’s brands are well established in the category and have been present in the New Zealand market for the past

SUPREME TRADE MARKS FAIL TO SATISFY PET FOOD SUPPLIER

UK pet food manufacturer, Supreme Petfoods Ltd, had to retreat to its rabbit hutch after a recent High Court decision (Supreme Petfoods Limited v Henry Bell & Co (Grantham) Limited [2015] EWHC 256 Ch) where it was unsuccessful in enforcing its “SUPREME” trade marks against another pet food company. This case raises some pertinent issues for New Zealand brand owners and retailers relating to the use of laudatory words as trade marks.

Case Summary

Supreme Petfoods had managed to register several UK and Community trade marks between 2003 and 2007 which consisted of the word SUPREME or stylised logo marks (below) registered for animal foodstuffs. Supreme Petfoods had used the word “supreme” since 1990 in relation to a muesli mix for rabbits which was its most successful product and sold with a character brand Russel Rabbit. During the 1990s, it had a range of muesli products for other pet animals with a character brand. The packaging of these products featured the word “supreme” and the trade marks in various ways. It objected to the use of the word “Supreme” by Henry Bell & Co on the packaging for its rabbit food: The predecessors of Henry Bell & Co who owned the Mr Johnson’s brand had featured the word “SUPREME” on its packaging for several years (for example, SUPREME RABBIT MIX and SUPREME GUINEA PIG) which had attracted complaints from Supreme Petfoods in 1994 and 2004. It was not until 2012 however, that Supreme Petfoods sued for trade mark

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infringement and passing off following Henry Bell’s redesign of its packaging (see above). Henry Bell denied infringing and counterclaimed for a declaration of invalidity on the basis that the marks were either descriptive or devoid of distinctive character.

The findings were:

• Justice Arnold dismissed all of Supreme Petfood’s claims and declared the UK word mark SUPREME invalid as being descriptive or laudatory and declared the other marks invalid for everything except “small animal food” which trade customers would recognise the marks for. • The marks were not infringed and even if they were, Henry Bell would have had a defence that it was using the word “supreme” to indicate the quality of its goods. Even if the average consumer had perceived the trade marks as having some distinctive character, “supreme” was a common descriptive term or laudatory epithet. • Henry Bell established that its use had not affected the functions of the trade marks as it had not used the sign “supreme” as a trade mark at all. • There had been 20 years of honest, concurrent use of the SUPREME trade marks and Henry Bell’s SUPREME RABBIT MIX without any confusion. This demonstrated that the use had no adverse effect on any function of the word mark and did not infringe the stylised registrations either. Any likelihood of confusion would have been negated by the context, in any event, as Henry Bell’s use of “supreme” was always subsidiary to the prominent and wellknown MR JOHNSON’S brand. OWNED

• The use of the sign “supreme” was commonplace in the animal food sector. The case highlights a number of issues with adopting a descriptive word as a brand name. Firstly, the judgement supported the current NZ and UK position that descriptive marks are prima facie not registrable. The New Zealand Trade Marks Act 2002 provides that marks which may serve, in trade, to designate the kind, quality, quantity, intended purpose, value, geographical origin, time of production of goods or services or other characteristics of the goods and services applied for do not qualify for registration. Secondly, whether an identical or similar sign counts as infringement will depend on how it is used. In this case, “Supreme” was used on the packaging by Henry Bell’s but was not being used as a trade mark, that is, to indicate the origin of the products. The trade mark here was MR JOHNSON’S. In addition, the word “supreme” was being used in a descriptive way. The Trade Marks Act 2002 provides that there is no infringement were a person uses a sign to indicate the kind, quality, quantity, intended purpose, value, geographical origin, or other characteristic of goods or services provided they do so in accordance with honest practices in industrial or commercial matters. The Intellectual Property Office has firmly advised that laudatory marks will not be accepted for registration. The underlying policy here is that such terms should remain free for all brand owners and retailers to use in relation to their products on the packaging or as part of their marketing. Even if a descriptive

21 years. Schirato, also known as the Australian coffee king, is looking to shake up the kiwi coffee category over the next year. He has recently visited New Zealand, supporting Trelise Cooper and researching the kiwi coffee category “Instant coffee is still the biggest market in Australia and New Zealand, so hopefully we will be able to deliver real coffee to consumers who are used to buying instant,” he said. The company is looking to introduce the Espressotoria machine to local supermarkets. n

or laudatory term did feature as part of a highly stylised logo which was accepted, the registered owner will not be able to stop others from using such terms descriptively. The UK judgement also addressed honest, concurrent use. In New Zealand, if a brand owner alleges infringement, the alleged infringer could seek to defend their use of an identical or similar mark if they can show their use predates the use by the registered owner, or their application for registration (whichever is the earlier). Whether a mark has been used honestly and concurrently with a registered mark is relevant to whether IPONZ will accept a mark for registration.

Points to chew over . . .

1. Laudatory words such as “best” “top choice” “quality” “great” “superior” are not capable of functioning as a trade mark and, therefore, will not qualify for registration. You can use these words on your packaging but are unlikely to be able to stop other traders from doing the same. 2. Consider carefully whether your chosen brand may be considered commonplace in your sector. Marks which are generic or commonly in use in your business field are unlikely to be accepted for registration. 3. If you are considering a new brand, aim for a distinctive term which you will be able to register and enforce against others if they use an identical or similar word for similar products or services. A word mark will give the broadest protection. n

Sophie Thoreau Senior Associate Baldwins Intellectual Property

KEVIN O’SHANNESSEY

HAMISH MARR

JOHNNY BASS

uitmen

Here we are again… staring into the void. To maintain a stare this effortlessly requires a deep specialist knowledge of the FMCG sector and a network that spans well beyond it. You can see it in our faces. Except Kevin. Kev’s thinking: Why is it when a toddler falls asleep while eating, they’re adorable, when I do it, I’m “scaring other KFC patrons.”

SARA CLARKE

sulta

NEXT PAYMENTS NZ LTD WITH over 50 years combined experience in its management and solutions design teams, Next Payments NZ Ltd is in the business of retail ATM’s. Next Payment ATMs provide a unique selling point for any business, providing the latest Nautilus Hyosung retail ATM technology, at no charge, large touch screen for ease of use and fast transacting, hassle free. The company are able to develop a solution and package that suits your specific business needs, providing free installation, training, telecommunications, connectivity to Paymark, upgrades and warranty for the life of the contract on all parts and services – all you need to

do is provide is the cash and the space. Next Payments is backed by some of the biggest participants in the payments market place ensuring integrity of our products and services. “Our products provide a unique selling point for your business, drawing in new customers and increasing revenue by providing cash and rewards to your customers,” said General Manager New Zealand Wibo Bosma. Next Payments provides market leading solutions, with the class and style of a modern, sophisticated banking product whilst remaining true to the core principles that should define any payments product, reliability and security. n

ANOTHER GREEN RIBBON FOR ECOSTORE ECOSTORE has won the Ministry of the Environment’s prestigious Green Ribbon Business Leadership Award at the ceremony held at the Beehive in Wellington. This is the second time founder Malcolm Rands has been presented with a Green Ribbon Award with its not-for-profit arm FairGround receiving one in 2002 for its initiative of organic gardens into schools. “While ecostore was started by my wife, Melanie and I in our garage in Northland, it is now a global company thanks to the efforts of the ecostore team,” Rands said. “We are constantly thinking about how we can make products that are safer for the environment but also for people’s health. This award means so much to ecostore,

LIMITED EDITION MISSION ESTATE TO mark its 30th consecutive vintage of producing barrel fermented Chardonnay, Mission Estate are set to release a limited edition Chardonnay under its prestigious Huchet label. The wine has been painstakingly crafted from the sublime 2013 vintage and is sure to be keenly sought out by Chardonnay connoisseurs from around the world. Paul Mooney is now one of New Zealand’s most experienced and respected winemakers and remains at Mission Estate, where he now presides over a much larger winemaking

operation. Despite the obvious advancements in technology since the early eighties, he still prefers the traditional approach for Chardonnay. “We rely heavily on hand harvesting and whole bunch pressing for our barrel fermented Chardonnays. We believe these traditional French techniques produce wines that over deliver in all the key sensory attributes,” said Mooney. Every bottle of Mission’s limited edition 30th anniversary Huchet Chardonnay will be individually numbered and boxed. n

we are driven and passionate people on a mission and this recognition is a fantastic boost to us all because it shows business can be part of the solution for the environment.” Rands said ecostore and Fairground are very proud of their work in the production of ‘Carbon Capture’ bottles made of sugar cane and a joint initiative with Vector to make ecostore powered entirely by solar energy. “Both projects have been New Zealand firsts. In partnership with Vector we created New Zealand’s first net zero energy commercial building which is run entirely on solar power meeting all of our electricity requirements and I’m very proud of our bold move to develop new bioplastic technology. Plastic is one of the world’s greatest problems so finding a safer alternative has been a priority. Finally sugar is good for something!” n

If you can imagine it, APC.Innovate can make it happen. We take your vision or idea from concept, to completion and market distribution. APC.Innovate are market leaders at providing innovative solutions for merchandising displays and in-store promotional communications. We cover a wide range of categories including health care, wine, food and beverage, confectionery, cosmetics, technology and fast moving consumer goods.

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pure innovation 12

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Hello! July 2015

I 13

globalsnapshot LIDL KING OF SUPERMARKETS

DISCOUNTER Lidl has been crowned king of the supermarkets for the first time in its 21-year history at the supermarket industry ‘Oscars’, held last month in London. The budget store scooped Grocer of the Year at a prestigious awards ceremony to steal the title from arch rival Aldi. Lidl also beat shortlisted chains Waitrose and Asda to the top award. n

SUGAR HEALTH WARNINGS A-GO SAN Francisco will be the first place in the US to impose health warnings on ads for sugary fizzy drinks and some other sweetened beverages. The new regulation will affect drinks with more than 25 calories from sweeteners per 12 ounces so advertising for Coca-Cola Zero and other no-calorie drinks won’t require a warning, but ads for regular Coca-Cola will. The city also requires warnings for other products such as sports and energy drinks, vitamin waters and iced teas that exceed the 25 calorie limit. Milk and 100 per cent natural fruit and vegetable juice drinks are exempt. The label for billboards and other ads will read: “WARNING: Drinking beverages with added sugar(s) contributes to obesity, diabetes, and tooth decay. This is a message from the City and County of San Francisco.” n

BATH IN BEER MEN around the world can now shower in beer, thanks to Carlsberg, The Danish brewer, has launched a bathtime range, which it describes as “probably the best men’s grooming in the world”. The Copenhagen-based group has developed shampoo, conditioner and body lotion for men that, unlike brand extensions merely carrying the name of the parent company, contain the actual product, in this case - Carlsberg beer. Carlsbeg says the idea came from studies highlighting the beneficial effects of vitamin B and silicium that are contained in barley, hops and yeast — the main ingredients in beer.

Carlsberg said that the new beauty line “gives us a chance to talk about the health benefits of beer in terms of a it being a drink that’s good for the body, when consumed in moderation”. n

UNCOMPROMISING ENERGY New Zealand Agent: House of Fine Foods Ltd, Auckland Email: wayne@houseff.co.nz

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COKE DROPS CALORIES

COCO Cola Enterprises has announced plans to cut calories across its entire portfolio by 10% over the next five years. The company, which is the largest bottler of Coke in the world, said that it wanted to be part of a solution of solving the European obesity crisis, where 50% of people were overweight or The pledge follows previous moves in the UK by Coke under the Responsibility Deal including the launch of slimline 250ml can format across Coco-Cola, Diet Coke and Coco-Cola Zero brands, in 2013. n

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I 15

THE DIFFERENCE BETWEEN THE GOOD AND THE BEST

MASH TUN CRACKERS JAMES Chatterton and Michael Cheyne started baking Mash Tun Crackers in the Easter of 2014. Months prior, while brewing their boutique craft beer, the idea of Mash Tun Crackers was born, creating the crackers by baking the remains of the grains used to make craft beer. As orders flowed in Mash Tun Crackers required more spent grain than what they had available, so the pair approached Tuatara. The Tuatara brewery has a zero waste vision an ethos shared by Mash Tun Crackers, making for an easy holistic collaboration with symbiotic results - delicious beer makes delicious crackers. Mash Tun Crackers now has three favour variants, Pilsner, Pale Ale & Porter. The Pilsner and Pale Ale Crackers grains includes lightly roasted Ale and

www.supermarketnews.co.nz

Crystal malts making them golden in colour while delivering a slightly sweet malty mouth feel. The Porter Cracker consists of more heavily roasted grains like Chocolate malt and Black malt, bringing a much darker cracker with subtle chocolate and coffee flavours. The cracker is made using mashed grain, the by-product left behind from the brewing process is collected from the Tuatara brewery, distributed and then blast frozen in a freezing site in Whanganui. From there the grain is defrosted as required and a team of Whanganui bakers make Mash Tun Crackers by hand at a local bakery. The crackers are currently stocked in range of outlets, supermarkets, deli’s and cheese stores all around the New Zealand and the team are currently working on new flavours for launch throughout the year.

E M E R G I N G F O OD P R ODU C E R S AWA R D E M E R G I N G F O O D P R O DU C E R S AWA R D

E M E R G I N G F O OD P R ODU C E R S AWA R D

WINNER The inaugrual Artisan Food Producer Award was a resounding success with a high level of entry from artisanal producers from around New Zealand. From five finalists, GoodBuzz Brewing Co was named the winner and as part of their prize will be showcasing their brand at the 2016 NZ Fine Food show.

2015 Finalists Mini Haute Dogs

Black Garlic Man

Wangapeka Kefir

Bangerritos

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GOOD BUZZ BREWING CO GOOD Buzz Brewing owner/director, Alex Campbell’s grandmother, Amy, started making what she called Manchurian Tea in 1974 in Kaikohe. Her kombucha culture has continued 40 years later with Goodbuzz Brewing Co., handed down through the family. Goodbuzz produces a range of healthy, non-alcoholic beverages called kombucha. Amber, the boochmaster at Goodbuzz, first dabbled in making kombucha four years ago but started back into it again in New Zealand mid 2012. Nine months of experimenting with different teas, sugars and amounts, temperatures and methods, as well as dealing with exploding bottles, and something magical happened. A brew came to life that was unlike any other kombucha they had tasted before – this was more like a smooth cider, lacking the strong vinegary taste commonly found in other kombucha brews. Alex had been working for a Silicon Valley software company, thoroughly enjoying big data analytics, but when ‘Booch’ happened he knew something very special had been created. Not a gambler, but certainly a risk taker on a ‘good thing’, he came up with the business plan and identity-to-be for what would become Goodbuzz Brewing Co. Both Alex and Amber are children of chiropractic and naturopathic fathers. Healthy living and eating, using what nature has given, has been the foundation of their lives and they are now proud to be able to share these principles with others too. “Essentially, we’re the epitome of the family business with all of us, including the kids, involved,” says Alex. “Goodbuzz produces a range of healthy, nonalcoholic beverages, currently in five flavour variants;

Feijoa, Lemon Ginger, Jade Dew, Green Jasmine and Origins. We do have plans to possibly launch some new flavours this year, but we’re keeping that under our hat for now!”, he added. On taking out the top prize at this year’s Artisan Emerging Food Producer Awards, Alex said “Winning this award means that we’re ready to take our product to the national level. It’s recognition that our brew has what it takes to sell well in an evolving marketplace, one where the consumer is more informed than ever about what ingredients are good, what foods they should do without and the story behind how the product came to be. “It’s more important than ever to connect personally with your customer base and that’s why an exhibit at the Fine Food NZ Expo will mean so much to the health beverage business we’re building. Kombucha is a fairly new product to the commercial space of New Zealand and now we have the opportunity to share our Booch® with virtually every supermarket, restaurant and cafe in NZ with the help of our advertising package prize. There really is no better way of getting access to the decision makers of retail food and we’re excited about what’s about to hit our inbox!” he said.

July 2015

I 17

storecheck SV AVONDALE

For this month’s reviews I decided to visit some smaller stores and see what they had on offer. None of these stores had deli or seafood counters so I have not marked them down here. My first stop was Supervalue in Avondale. While the outside of the building was relatively scruffy with litter on the ground, this did not reflect what was found on the inside. Walking into the store this led straight into the produce section, which was displayed beautifully in baskets. The range on offer was sufficient and seemingly fresh. Heading down the small but clear aisles I noticed how neatly stocked the shelves were. No out of stocks were visible and although there wasn’t a huge range to choose from the necessities were covered. This store had a new feature I had not seen before – electronic ticketing. This was an effective way of monitoring pricing and kept the shelves looking tidy but the price did not stand out. In places it was hard to see the price without getting down closer to the products. Heading towards the meat section, the choice was extremely limited and not that appealing. Only basic meat was on offer. After a trip around the shop I headed to the check outs and was served by a friendly staff member. This store clearly took pride in its neat presentation.

FC GLEN EDEN

Next up was Fresh Choice Glen Eden located on the busy West Coast Road. Despite the busy area, there were plenty of parks available. The store was bright and fresh on the outside, so before entering my expectations were high. Inside it was relatively busy which helped explain the low number of trolley’s and baskets available. The produce section was large for a smaller store, and had a great range. The brightness of the store made it appear bigger and less constricted. Although, this was let down by empty boxes left all over the store down the aisles. The signage in the store was great, making products easy to find. The fridges were clean and the meat had more variety than the previous store. One let down was the number of empty spaces on the shelves. Stock was clearly running low in places. This store had great variety and was slightly larger than the typical Supervalue or Fresh Choice so a greater range was expected. I made my way to the checkouts where I was served efficiently but not in an overly friendly manner.

SV PALOMINO

I headed over to Henderson next around 3pm and struggled to find a car park within the Palomino shops. After waiting quite some time I finally managed to park. I later overheard a shopper speaking to a staff member regarding the parking situation. This was due to the parents of the neighbouring school using the shopping carpark within school drop off and pick up hours. Supervalue should address this issue with the school to avoid losing potential customers during those times. This store was the smallest one yet and felt more like a dairy than a convenience store. The floor was dirty and scruffy, with leaves blown in from outside. Produce was very limited and not all that fresh. Meat was also extremely limited and behind plastic flaps, which seemed very dated. The freezers weren’t too flash either, dark and dingy. The shelves were neatly stocked, although the signage was not clear and I had to ask where several products were. The staff members were very friendly and helpful and I was served efficiently.

FC RANUI

My last stop was Fresh Choice in Ranui. While this building seemed relatively new, the outside could have done with some paint and a good clean up of rubbish floating around the car park. Walking into the store I found it was bright and clean inside. Again, I came across another great produce display in baskets that had fresh fruit and vegetables and a decent range on offer. The fridges and freezers were exceptionally clean and

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OWNED

Our shopper visited west Auckland Supervalue and Fresh Choice this month. These stores meet the need for a quicker shop STORE EXTERIOR

SV FC SV FC Avondale Glen Eden Palomino Ranui

• Was the outside of the building and grounds clean, tidy free of rubbish and with adequate trolley bays? (5 pts.)

• Were the windows and exterior clean and tidy? (5 pts.)

• Was the signage well presented and up to date? (5 pts.)

• Were there enough car parks? (5 pts.)

STORE INTERIOR

SV FC SV FC Avondale Glen Eden Palomino Ranui

• Were your first impressions positive? (5 pts.)

• Was the floor clean and free of broken/damaged stock? (5 pts.)

• Adequately lighting/heating? (5 pts.)

• Instore signage clear adequate? (5 pts.)

• Was there good visibility of promo/ seasonal products? (5 pts.)

• Was the floor free from unattended boxes/trolleys? (5 pts.)

• Were the fridges and freezers clean and tidy? (5 pts.)

STORE LAYOUT

SV FC SV FC Avondale Glen Eden Palomino Ranui

• Were the aisles wide enough? (5 pts.)

• Were all shelf edge labels clearly visible? (5 pts.)

• Were all shelves clean, neat and tidy? (5 pts.)

• Was there an adequate number of trolleys/baskets available? (5 pts.)

PRODUCTS

SV FC SV FC Avondale Glen Eden Palomino Ranui

• Was there a good range of products to choose from? (5 pts.)

• Was there full availability of products? (5 pts.)

• Was all product packaging in good condition? (5 pts.)

• Was there a good range of magazines and cards etc and were they tidy? (5 pts.)

• Were the batteries and general merchandise tidy? (5 pts.)

and although there is room for improvement in some cases, excellent customer service stood out on the day.

FRESH FOOD

SV FC SV FC Avondale Glen Eden Palomino Ranui

• Did the produce look fresh?

the aisles were wide enough, unfortunately a few out of stocks though. This store also had electronic ticketing, which again in places I struggled to find the price of items. This may just require some getting used to on my behalf. The meat had a good range but not the best I had come across that day. I headed to the checkouts where my bulk bin buy was incorrectly entered but I was served in a friendly manner and thanked for my transaction. Overall these stores were small and would meet the needs for a quick dinner stop. Slightly above average stores all with mostly excellent customer service. STAFF

SV FC SV FC Avondale Glen Eden Palomino Ranui

PRODUCE (5 pts.)

5 5 3 4

FISH (5 pts.)

5 5 5 5

MEAT (5 pts.)

DELI (5 pts.)

BAKERY (5 pts.)

• Was there a full range of produce? PRODUCE (5 pts.)

5 5 3 5

FISH (5 pts.)

5 4 5 5

MEAT (5 pts.)

DELI (5 pts.)

BAKERY (5 pts.)

5 3 5 5

• Was the Fish Counter staffed? (5 pts.) 5 5 5 5

• Were all staff fully dressed in uniforms and name badges? (5 pts.)

5 5 5 5

• Were there adequate checkouts, considering the time of day? (5 pts.)

• Was there anything or anyone who stood out? (5 pts.)

3 3 2 4

• Were you greeted in a friendly manner? (5 pts.)

• Overall shopper experience (10 pts.)

6 7 5 7

• Were you served in a speedy and efficient manner? (5 pts.)

5 5 5 4

HOW THEY SCORE?

• Were you thanked for your transaction? (5 pts.)

5 5 5 5

Maximum available score: 200 pts 176 178

• Was the Deli Counter staffed? (5 pts.) 5 5 5 5

SV FC SV FC Avondale Glen Eden Palomino Ranui 165

179 Top Score

July 2015

I 19

ANUGA 2015

NZ EXHIBITORS CHOP CHOP! CHICKEN

PAUL Nolan from Davies Foods says the company will be exhibiting Chop Chop! Chicken at Anuga this year. Having recently obtained EU certification for the products Nolan says they are excited to be exhibiting the ready for sale products into the EU and other world markets. Davies Foods created the canned chicken category in New Zealand and Australia with its Chop Chop! Chicken brand in 2007. Chop Chop! took plain boring canned chicken in brine and developed a range of exciting, tasty, high protein, low fat canned chicken snacks / meals. “Our objective is to meet and ultimately appoint credible distributors in various world markets and Anuga is a premier international food show”, said Nolan. n

WAIWERA

IT is Waiwera’s first time exhibiting at the show. The company will be exhibiting its range of artisan waters and organic spirits and say they are very excited to be able to exhibit their products and promote brand awareness across the European market. Marketing Coordinator, Hayley Sinton said “Anuga is a great exhibition and we are excited to be able to showcase our products all together.” n

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ANUGA is the world’s leading food fair for the retail trade and the food service and catering market, which takes place every two years in Cologne. As the world’s most important food and beverage trade fair, it reaches high regard and acceptance through exhibitors as well as through visitors. It is purely a trade fair and combines 10 trade fairs with a high quality of visitors: Anuga Fine Food, Anuga Frozen Food, Anuga Meat, Anuga Chilled & Fresh Food, Anuga Dairy, Anuga Bread, Bakery, Hot Beverages, Anuga Drinks, Anuga Organic, Anuga Food Service and Anuga RetailTec. In addition, the exhibition programme of Anuga will be expanded by trend themes, which are topics, showing what is currently in demand and where the future is heading to. At the Anuga trade fair the concept and the supporting programme are tailored to the products and to the needs of the food and beverage industry. The international orientation of the fair makes it incomparable. At this fair, exhibitors and visitors come from almost every country in the world - for cross-border transactions and contacts. Anuga will take place for the 33rd time this October and five months before the fair begins, the exhibition area is already completely booked. n For more detail on ANUGA, travel and ticketing, contact Messe Reps & Travel on Auckland (09) 303 1000 or robert@messereps.co.nz

www.anuga.com

TASTE THE FUTURE

10 TRADE SHOWS IN ONE

Buy admission tickets online now and save up to 44%: www.anuga.com/tickets

Your ticket to the food & beverage world An impressive array of food and drink: International industry innovations and trends. Anuga impresses as the most important and largest food trade fair once again in 2015 with a diverse line-up of international exhibitors. The ten Anuga trade fairs bring the interests of the exhibitors and the visitors together in a focused manner. Look forward to top-class evening events, an inspiring supporting programme and trends that move the industry.

Cologne, 10.â&#x20AC;&#x201C;14.10.2015

For further information and assistance with travel and accommodation planning Robert Laing Messe Reps. & Travel 09 3031000 robert@messereps.co.nz

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sales,merchandising&marketing FGC SUPPORTING SMAs THE New Zealand Food & Grocery Council (FGC) is an industry association that works for and supports the manufacturers and suppliers behind New Zealand’s food, beverage and grocery brands. It’s members represent more than $34 billion in domestic retail sales, $28 billion in exports, and directly or indirectly employ about 370,000 people, or one in five people in New Zealand’s workforce. The $28 billion in exports was 61 per cent of New Zealand’s total merchandise exports in 2013 to 185 countries. FGC promotes the facts about safe food and good nutrition and the role industry plays in the health and nutrition of New Zealanders in making better diet and lifestyle choices. We use an evidence-based approach. Running networking events for members and seminars on everything from negotiation to health and safety, The FGC are often the first port of call for advice on everything from product labels to food recalls and managing other FMCG crises. It advocates on behalf of members

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Katherine Rich, CEO New Zealand Food & Grocery Council

on issues such as food safety, food composition, customs, trade practices, environmental and other regulation, and make regular submissions to government bodies. It makes representations also to retailers and other relevant organisations on matters that affect the industry, and work where needed with a range of stakeholders and NGOs. The FGC regular newsletter has everything to keep members up to date with what’s going on in grocery. The FGC office is in Wellington where close working relationships with

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relevant government departments are maintained. Our activities are overseen by a Board of Management made up of representatives from member companies. Specific issues are addressed by Membership Services, Industry Relations, Health & Technical, Customer and Consumer Services, Export, SME, and SMA working groups. All member companies can nominate representatives to these groups. Special-interest working groups are established from time to time to address specific topics. As well, our members are represented on many industry organisations, advisory groups, committees, and forums. Members meet formally twice a year at the Half Yearly Meeting and AGM held in Auckland in May, and at the Annual Conference held in October/ November. For more information check out the FGC website www.fgc.org.nz or contact the FGC office. n

INNOVATED SALES & MARKETING

INNOVATED Sales & Marketing (ISM) is a boutique sales agency based in Auckland and servicing and operating in grocery and specialty channels nationwide. Company founder, Greg Pemberton says over the last year the company has seen exponential growth and Pemberton has increased his staff from three to 24 over the last 12 months.“Our philosophy is helping people and making relationships work”, says Pemberton. With strong relationships at store level, Pemberton says ISM is in the people game, introducing new products to store for the benefit of both the supplier and the consumer. ISM offers brand management, key account management, FMCG sales, demonstration services, merchandising marketing and business planning. Pemberton is well known within the industry, having made his way through Progressives management scheme, before roles at Goodman Fielder and Healtheries. n

MARKETING ESSENTIAL FOR COUNTDOWN

From manufacturers to supermarkets, marketing is an important aspect of many businesses. COUNTDOWN general manager of marketing, Bridget Lamont, explains the importance of marketing for Countdown. Marketing is essential to our business at Countdown. I look at marketing as the conversation that we are having with our customers. It’s the way we communicate who we are as a business, and what we stand for, as well as showcasing what we do in the community. Importantly it also allows us to communicate the competitive prices that we offer. At Countdown we know price is a critical driver for our customers. That is why we have invested heavily in our Price Lockdown and Price Drop programmes. These programmes aren’t sales promotions, rather a commitment to our customers about lower prices every day. Since we launched Lockdown, we have saved Kiwi customers $70 million, and we are set to hit another big savings milestone soon. As a retailer with stores across the country, and customers from a range of segments, we use many mediums for talking with our customers. We use traditional channels like TV, radio and our own mailer. However, we also increasingly use e-mail, online advertising, and Facebook. Facebook is a really useful

Business Development Agenda Item 1: Health and Safety • Is this organisation ready for the new Health and Safety reform bill? • How do we automatically capture H&S incidents in market?

Item 2: Business Efficiency mechanism, as it allows us to receive immediate feedback from customers on what’s important to them. Our conversation with customer carries on in-store. For instance, products that are on Lockdown or Pricedrop are marked with red tickets; this is also promoted through in-store display. The One Card programme is another important part of our conversation. We have around 800,000 active One Card users. They get special One Card prices on various products. We send our One Card customers, who opt-in, regular emails which contain specific offers based on their shopping preferences. n

• How do we improve the efficiency of the administration of our merchandiser team?

Action Point • Get in touch with inStore!

AMAZON’S TREASURE TRUCK An innovative tool to help New Zealand grocery marketers meet the demands of the new health and safety legislative environment and drive business efficiency.

AMAZON has launched its Treasure Truck delivery service in the Seattle area. The truck provides consumers with access to limited-quantity goods on sale every day. The truck was set up to encourage consumers to try Amazon’s mobile app and use its one-hour and same-day delivery service. “Treasure Truck is a new way for Amazon customers to order and pickup highly desirable, limitedquantity products, food, and more,” Amazon wrote on Treasure Truck’s webpage. “Treasure Truck features one can’t-miss item per day, several days per week. Each day is unique.” The service promises to offer “a wide-range of amazing items, such as popular consumer products, hard-

to-find and exclusive gourmet foods, items from local producers with a unique story, and more.” Consumers can purchase from the Treasure Truck by using the Amazon mobile shopping app, clicking the “Buy Now” button and choosing a convenient location and time slot. Or they can also show up at a pickup location and purchase a product on the spot. The Treasure Truck’s first offering was a $99 Solstice Bali paddleboard set, which typically retails for $476.99. Other upcoming deals include an exclusive, limited edition Glassybaby tealight glass candleholder, two porterhouse 24-oz steaks for $20 and a Firmstrong Beach Cruiser bicycle for $99. n

• A GPS driven mobile app. • Accurate, automatic H&S incidents, risks and hazards recording. • Timesheet replacement for merchandisers, improving productivity in-market, plus saving administration time and ‘lost’ hours.

For more details

www.instorehq.co.nz

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sales,merchandising&marketing STORELINK

STORELINK has appointed Tony Puppyn as its new sales and wholesale business manager. Puppyn has over 25 years in sales, brand and multi-channel management experience, including his last role as head of sales and marketing for Cottonsoft. Storelink specialises in retail service solutions, offering sales and merchandising, inventory management and wholesale representation. The 100% New Zealand owned company continues to grow with 342 merchandisers and 18 area managers. Some of the growth is due to the fact that the team started servicing the organised petrol channel in December 2014. Storelink has one of New Zealand’s largest field teams with 10 talented territory managers with vast experience. General manager Angie Smith says the company’s growth is due to the experience and passion of

“The breadth of our sales team means we are in front of clients frequently and deliver strategic advantages to our clients through our relationships and experience.” General manager Angie Smith the Storelink team. “The breadth of our sales team means we are in front of clients frequently and deliver strategic advantages to our clients through our relationships and experience,” she says. “As a business we tailor flexible sales and merchandising solutions to suit our business partners’ needs and are continually improving our processes to meet the changing demands of the industry. We thrive on the transparency and collaborative

relationships we have with our valued business partners.” Storelink’s sales department also services 56 Four Squares and Mitre 10 Mega stores. Smith says the service adds value for its clients with those formats responding to the growing global trend for smaller, convenience type stores and expansion into other channels such as hardware. Storelink also provide clients with VMI and ISP inventory management as part of an annual agreement or short term cover. n

Going the extra mile

Do you understand how to make your products work best for you in New Zealand’s competitive grocery channel?

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We have both the experience and the focus, ie the 10,000 hour rule. We know that success doesn’t just happen, it’s a combination of hard work, tenacity and timing and that’s where we put our experience and focus to work for you!

CONTACT: Innovative Sales & Marketing Ltd Grant Pemberton 021 890272

P.O. Box 2316, Christchurch Mail Centre, CHRISTCHURCH 8140 Ph: +64 3 366-3000 Fax: +64 3 365-2889 email: phillip@paragon-multiplex.co.nz www. paragon-multiplex.co.nz

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Distribution

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5 IDEAS FOR SME’S TO COMPETE USING DATA. The second of 10 ways to beat the supermarket gorillas at their own game, after understanding the way the supermarket business model works, is to be savvy with data. SUPERMARKET retailing is heavily data intensive. These days, any retailing beyond the archetypical lemonade stand by the side of the road is data intensive, but particularly supermarkets. Commonly a supermarket range is up to 30,000 Sku’s across a number of different formats and geographic and demographic locations, and several thousand suppliers, all with their own focus and story to tell. The supermarkets physical space needs to be allocated across the Sku’s chosen to be on range in the way that best delivers a return on their investment in the particular store and strategically across the chain. SME suppliers to chain supermarkets usually are playing from a position of weakness, as they lack the scale to have the data and category management resources that supermarkets demand. However, their strength is that they can be far more agile and market sensitive that their bigger rivals, often SME’s can develop and launch a product before a multinational can get the first development workshop together. Whilst supermarkets have a wealth of data at their fingertips, both their own, and that supplied by their large suppliers, they recognise that not every piece of data is worth the digits it is written with. Data is only of any value if it leads to some sort of actionable insight, and it is here that SME’s have an advantage despite the disadvantage of small size. Making the connections between differing seemingly disconnected data points is where the gold is hidden.

into data points that can be connected and acted on can build into a significant competitive advantage. There is no substitute for the insights gained by simply watching and understanding the drivers of consumer behaviour, then crafting an offer that adds value. 3. Agile operations. Scale brings its own momentum, despite the huge improvements over the last 20 years by the adoption of Lean practises. Large suppliers to supermarkets, with large factories, fixed planning cycles and extended supply chains are often caught short by the unexpected and unplanned. Agile suppliers can often fill the gaps created, but do so they need to be able to make very quick decision on costs, time frames, and operational priorities and limitations. To make these decisions, they need absolute understanding of their cash and financial position, costs and decision drivers like break even points, the impact of discounts, and negotiation trade-offs they can make. To be truly agile, you need accurate and detailed financial and operational data that is easily useable to make well informed decisions, then track the outcomes of those decisions.

SME suppliers to chain supermarkets usually are playing from a position of weakness.

There are several points at which data can be collected, from which insights can be gained. Internal, observed and purchased. 1. Sales and margin history. No SME should be without a robust and detailed sales and margin analysis of their own sales history, and thus ability to forecast with some certainty. Every SME has a sales history in their accounting package, most do not use it. Most use the “Office” package, which included Excel, but many do not use the power of the tools in excel. Pivot tables are the most underutilised and useful tool I have ever seen for SME’s. If you are one of the majority who do not use them, wake up, spend 30 minutes on YouTube figuring out the basics, and start generating insights. Also in excel is the V-Lookup tool, which can be enormously valuable to SME’s to keep accurate track of a whole range of variables in their business. 2. Sales intelligence. SME’s are usually in a position to have unfiltered market intelligence in the hands of decision makers easily and quickly. Usually the people best positioned to see change as it is evolving are those in direct contact with customers and consumers, often the lower paid front line staff. Being engaged with these staff, or indeed as is the case for many, being that staff as a part of the role of the SME business owner puts you in a position to see shifts as they occur, if you are watching. Finding a way to turn these random conversations and insights

4. Be experimental. Having good data enables experimentation on a scale that offers great insights, but minimises risk. The supermarkets are increasingly amenable to enabling SME’s to experiment with all sorts of offerings as they learn as well from the activity. However, you cannot just walk in and expect to be taken seriously without a history of sensible innovation and a relationship with the individual decision makers in the retailer. Having robust, realistic and well understood strategic and operational planning in place is a must if you wish to be experimental and stay in business. 5. Purchase syndicated data. Scan data can be purchased in many forms, and to varying degrees of analysis and detail. There is a significant cost to this information, firstly the purchase costs, but more importantly, the data analysis capabilities. Increasingly scan data is being matched to the behavioural data emerging from store loyalty cards to add another dimension to decision making, and this trend will only accelerate. SME’e can dip in and out of this data, taking a slice here and there to provide insights without the significant investment of being fully engaged. Treated sensibly, it can be used a bit like market research, taking a small and well defined sample and using it as representative of the whole picture. n

Allen Roberts DIRECTOR OF STRATEGY AUDIT www.strategyaudit.com.au

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sales,merchandising&marketing LETTERBOX SAMPLING IN THE 21ST CENTURY

LETTERBOX sampling remains an essential tool in the marketer’s toolbox. PMP updates sampling with the latest audience and targeting science to deliver outstanding results for brand marketers. Properly done, product sampling enables marketers to address a wide range of strategic and tactical marketing

objectives including launching new products or packaging, breaking straight re-buy behavioural patterns of competitor’s products, supporting in-store promotions and even fuelling social media campaigns. Sampling is also a valuable way for brands to compete without price. Sampling takes place in a variety

100% NZ owned, Storelink is a leader in sales and merchandising with over 350 people based from Kaitaia to Invercargill. It’s all about Your Brands and Our People. Contact: ANGIE SMITH Business Manager for Sales & Merchandising 09 475 9039 or email: enquiries@storelink.co.nz

PRODUCT SALES

MERCHANDISING

INVENTORY MANAGEMENT

of ways and formats including: in store, on pack, freebie websites, at events and in-field. PMP’s focus is on print production and assembly of the samples and the targeted delivery-tohome. PMP’s experience of delivering over 700,000 marketing catalogues and samples to New Zealand homes each year has shown that sampling campaigns generate a really favourable RoI by focusing on the three campaign fundamentals: Audience, Offer and Creative. The big one is Audience – whatever the campaign objectives, accurate targeting is the key to success. PMP uses Helix Personas by Roy Morgan Research to target households based on their psychographic profile (rather than just demographic profile) to connect the brand with people who think and shop alike rather than were simply born in the same. Letterbox distribution plans include psychographic targeting, demographic targeting, geographic (store catchment), mass (untargeted), washed (de-duped), and personalised (addressed) and may be weekly, progressive (staged) rollout or seasonal. Offer – sample size creates interest and conveys value; higher value samples are more likely to be retained than discarded or passed along to a family member or neighbour. Sampling

campaigns should integrate smoothly with retail offers and be an extension of the brand campaign. Versioning or tailoring samples packs for different market segments is a practical and effective way to optimise campaigns. Although the sample is free, the offer needs to provide value and a device like a coupon or code for online redemption and provide a well understood campaign measurement tool. Creative – presenting the samples in a way that creates a genuine and favourable customer experience is critical. The sample product must be sufficiently representative of the full scale offering to ensure products can be picked out in store. Although samples are more expensive than simpler illustrations, the cut through and impact is disproportionately greater. As unit costs fall with scale, one cost effective approach is to produce samples in volume and deploy them in a variety of ways e.g. letterbox, at events, in goodie bags, on their freebie website, in-store, in magazine, in hotel rooms. Before committing to a particular design it is well worth discussing the campaign with PMP as there are often considerations to make packs “deliverer friendly” to ensure they arrive in perfect condition. n

KML RETAIL MANAGEMENT SERVICES FMCG SALES SPECIALISTS

www.kml.net.nz

Contact: ANDREW CLYNE

021 356 971 or andrew.clyne@kml.net.nz

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SERVICING THE SECTOR SINCE 1996 ROTHFORD has been servicing New Zealand’s FMCG sector since 1996, providing clients with merchandising, administration management, sales and promotional execution as well as-in-depth reporting. The established agency also offers distribution drives and new product roll out to support marketing and NPD initiatives. Representing medium to large grocery players, Rothford has longstanding partnerships with its clients and is based on a set of core values – honesty, enthusiasm, accountability, reliability and tenacity. With over 70 staff nationwide, Rothford offers store call frequency of at least twice per week to the majority of supermarkets in the country’smain urban areas with its experienced team benefiting from internal and external (Competenz) training. Rothford’s field staff are linked through the company’s integrated sales management and replenishment system, providing clients with reporting and market visual clarity in real time. Owner Tony Trilford says the company has stood the test of time because it delivers on its promises. “Our aim is not to be the biggest in the country, just the best. At Rothford

Tony Trilford

Simon Rangihaeata

Daya Middleton

we try not to overpromise, just to over perform,” he says. Trilford says the demand for outsourcing is growing and will continue to grow with New Zealand being a long way behind other countries in the share of sales to market that SMA’s represent. “More companies are turning to outsourcing discretionary or non integral parts of their business model and look to experts in specific parts of the chain – whether that be physical distribution and ware housing, production, administration or in market management – as it makes financial senseto utilise established providers who understand implicitly the requirements of their part of the chain and provide a large scale infrastructure at a fraction of the cost

of a proprietary model.” Outsourcing allows brand owners to focus on their core competencies, driving their brands and products without the costs associated with in-house warehousing, sales/distribution and infrastructure management. Trilford says the challenge for the industry is to ensure the level of skill, professionalism and expertise that competent SMA’s offer to their clients is suited to the realistic expectations of both suppliers and customers. “It is critical

that any supplier new to using an SMA ensures they are working with the right company and one that can actually deliver what they say they can,” he says. n

PROFESSIONALS WITH A PASSION TO SUCCEED.

The company has stood the test of time because it delivers on its promises. “Our aim is not to be the biggest in the country, just the best.

Growing Your Brand is Our Business

• Targeted individualised service • Our core business is FMCG sales & distribution

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without action even the best ideas are worthless. Don’t do it alone, partner with us the right choice for a positive change in direction

For more information on how we can grow your business contact PAUL KENNY on 09 263 9466 Mob: 021 986 121 or pkenny@alliancemarketing.co.nz

• 15 years of experience • Go-to-market strategies • Comprehensive FasttrackTM reporting • 3D focus – distribution, deals, display.

Strikeforce New Zealand

Level 7, West Plaza Building, 1-3 Albert Street Auckland 1010 New Zealand Ph: +64 9 282 5064 I Fax: +64 9 379 6037 Email: enquires@strikeforcenz.co.nz July 2015

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sales,merchandising&marketing UK MAIL MARKETING TRIAL

SYNERGIES & SAVINGS FOR SUPPLIERS PARAGON MultiPlex Ltd has introduced a number of improvements to its service offerings over the last 12 months. All of its field team now use Opmetrix, an online, real time CRM tool that gives suppliers a window into real time activity in store. The company has also moved to a new warehouse in Wellington which gives greater flexibility to its storage and distribution offerings. This is an area of the business that Paragon MulitPlex Ltd intends to expand on in the next 12 months as it offers suppliers both synergies and savings by integrating the sales and warehousing functions under the one SMA umbrella. That is, suppliers will benefit by only having to deal with one 3rd party contractor rather than one for sales and one for logistics. About the only thing that hasn’t changed is the company’s small portfolio. “I am convinced that it is best practice to

restrict the number of suppliers one represents whilst in store in order to maintain both the buyers and representatives’ focus,” says Phillip Coates. Over stretching mind share leads to buyers fatigue and this compromises the representatives’ effectiveness in store if he or she has too many vendors on their books. Quite simply, the buyers turn off. “Having said that we haven’t changed our small portfolio, the changes that we have introduced over the last 12 months mean that for the first time in over five years I am open to approaches from anyone looking to outsource their sales functions,” Coates adds. The company has always had a mix of one or two multinationals,

I am open to approaches from anyone looking to outsource their sales functions . . .

two or three medium to large New Zealand brands, and two or three small manufactures whose brands MultiPlex work hard to develop. The improvements to its offerings means that the company has room to add one more medium sized New Zealand manufacturer or a multinational to its portfolio and would welcome any approach. n

UK homeowners will be sent ‘targeted’ junk mail based on their internet shopping habits under plans being trialled by Royal Mail. The firm will deliver personalised marketing letters encouraging customers to buy goods from retailers they have looked at online. Simply clicking on a product and adding it to an online shopping basket would be enough to trigger adverts in the post. A secret pilot has started between Royal Mail and a well-known UK retailer, and the system could be rolled out within months. The news sparked fears that households will be ‘deluged’ with more junk post. Royal Mail has ramped up its marketing mail business to boost revenues amid falling letter sales and competition for parcels. n

MAKING A DIFFERENCE New Zealand owned and operated.

Established sales and marketing company focused on consumer products.

what we OFEER : • Sales representation • Merchandising support • Account management • Product presentation • Promotional compliance • Operating NZ wide • Experienced sales team with a solid track record

u Let us show yeocan do! what w For more information contact us on:

09 415 2500 • enquiries@csbrokers.co.nz 021 575 747 • stephenh@csbrokers.co.nz

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HOW does Strikeforce New Zealand make a difference? At the core of everything Strikeforce do they always ask themselves “is this going to add value to our clients business?” Because of this, the company has grown based on what they do, not what they say they can do, with many of the company’s client’s approaching the business through referrals. The 104 staff at Strikeforce lives and breathe the company’s 3D Focus Strategy; this is evident in team’s vehicles, their iPads and office walls. The 3D Focus Strategy is the epitome of the Strikeforce business, aptly named ‘How we each make a difference’; the strategy portrays every aspect of the business from planning, sales, analysis, distribution through to administration. At Strikeforce they are about getting their clients brands on the shelf and into trolley’s as quickly as possible via strategies and tactics relating to the 3D Focus. The company uses proprietary software, an easy to use app that enables the company to engage,

train and motivate its staff. This app provides clients with activity feedback and a means to distribute training documents, trade presenters,

The 3D Focus Strategy is the epitome of the Strikeforce business, aptly named ‘How we each make a difference’. . . promotional calendars and sales material, in real time, to their infield activation team and clients alike. Strikeforce’s infield activation team is equipped with iPads and utilise Fastrack (an in house client analysis and merchandising software), delivering mutual KPI’s, data capture, transparency and measurable results. With the ability to identify and address business needs and with an in depth understanding of the Kiwi retail market, Strikeforce’s passion and business is to grow their client’s brands. n

GREATER FOCUS ON BRANDS

THE RETAIL DEPOT

THE company formerly known as In-store, has rebranded and restructured to become The Retail Depot this month. Working closely with retail outlets and supermarkets, company director Jill Morrison says the rebrand aligns itself more closely with its client base. The Retail Depot stocks a range of products for retailers including data strip, poster frames, magnets and stands,stock shelf dividers, risers, product roller track and product pushers. The company can also assist customers with custom store fit outs and displays, The Retail Depot has worked closely with Steve Price, developing his Waipu Four Square and Jill says Price is wrapped with the outcome. “Steve approached us at the Foodstuffs Expo. He knew exactly what he was after with the fit and we worked closely with him to achieve this,” says Jill. n

CS Brokers-Interlink has a highly enthusiastic management team that fully appreciates the importance of their common goal‚ to provide the highest standard of brokerage in New Zealand. CS Brokers was established in 2002 by Stephen and Chrissy Hay. For eight years the company operated solely as a broker, offering brand management, key account management and sales and merchandising, an Auckland-based specialist importer and distributor of confectionary, grocery and foodservice products throughout New Zealand. CS Brokers’ focus is to provide the best professional service, aiming to achieve growth and add value for

both suppliers and retailers. “We have a rock solid understanding of retail dynamics, a proven track record and strong profile within the trade, combined with a clear focus on finding opportunities to grow our clients business,” says Stephen. The company is about to launch its new website, enabling a greater focus on brands, Stephen says an increased spend on technology over the next six months will enable greater efficiency and communication between its staff in-store. CS Brokers currently represent ABC Tissue whose brands are Quilton, Earthcare and Savers, Tasty Pot Meals and Soups, Annie’s

Fruit Bars , Pasta Nostra and Brand Brokers (SPCA Petfood & Kiwiscreen Suntain Lotion) to name a few. n

THE NEXT CHAPTER

THE Alliance team has recently welcomed Rob Kitson to its team. A well-known name in the industry, Rob brings with him over 30 years of corporate experience and a wealth of FMCG knowledge and passion.

Rob left Goodman Fielder in March last year and while consulting to a number of SMEs in the last 12 months, thought long and hard about the next chapter in his work life. He started with Alliance in April this year and says “It’s great to not have back to back meetings or having to deal with corporate politics. It’s nice to wake up in the morning now and head of to work knowing I’m contributing to something good and enjoy what I am doing.” Rob, along with Paul and Karen Kenny who head up Alliance Marketing, have been friends and competitors for many years, striking up a friendship when they all first worked together at Unilever, and then later competing against each other albeit professionally, while Rob was GM at Cadbury, and when Paul and Karen owned Kenny Marketing

(KML). They then managed the RJs, Richfield’s Chocolate and Snows Confectionery brands. “Paul Kenny wrote the book on brokerage and I have great respect for both him and Karen,” Rob says. He loves their focus on implementing continued improvements in field excellence, and their commitment to ensuring the right support to the sales team and trade. Paul is equally thrilled to have Rob on staff, “Karen and I are wrapt to be working with Rob again after all these years. We love working with him as he is as equally passionate about the business as us, and from day one has made a huge contribution in helping develop the business as well as train and mentor the sales and merchandising team”. n

• R E T A I L S A L E S • M E R C H A N D I S I N G & D E M O N S T R A T I O N S • C O N S U LT I N G • We are an established sales, marketing, food brokering and consultancy company specialising in : • Developing profitable business platforms for food industry clients • Identifying and exploiting market opportunities and optimising business potential • Reducing infrastructural costs and removing contingent liabilities for food companies

FREEPHONE: 0800 949 333 • Email: rothford@foodbrokers.co.nz July 2015

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sales,merchandising&marketing BOUTIQUE GROWS BRANDS

TRUDI Peet has launched ‘Boutique Brands’ – A specialist sales, merchandising and marketing company specifically covering the mid- North Island territories. Trudi is an experienced sales and marketing professional, who is vibrant and loves a challenge. She prides

“It is vital that you have a strong sales team around you to promote your products as passionately as you would yourself.”

herself in developing strong relationships with both customers and clients to build long term business success. If you require help keeping your brand top of mind, ranging your products, conducting in-store tastings and promotions or general sales and marketing advice, let her be the one to help you. In her previous role as national sales and marketing manager for a New Zealand smallgoods company, she recognised the importance of working with SMA’s throughout the country, they are invaluable. “It is vital that you have a strong sales team around you to promote your products as passionately as you would yourself,” she says. Boutique Brands will represent a limited number of products in their portfolio. Ideally the products will have a healthy and nutritious focus. It is important to Trudi that the brands she represents have the health and wellbeing of their consumers as a priority. “The ease and affordability of working with a company such as Boutique Brands enables you to concentrate on your core business and development, whilst Boutique Brands grows your brand out in the market place, simple!” she says. n

COCO POPS MAKEOVER THE iconic Coco Pops cereal is over 50 years old and like many a baby boomer, Coco the Monkey is having a makeover to keep up with the times. To celebrate the new-look Coco Pops packaging, Kellogg’s has turned back the clock and taken a nostalgic look at how far Coco the Monkey has come. “Coco’s been living on the same packaging for quite some time now, and it really is time to update the imagery and take

the brand boldly into the modern day, ” says Kellogg’s NZ marketing and innovation manager Julian Ng. Coco the Monkey’s journey to 2015 has been one of only few changes over the decades. Other mascots replaced Coco over the years but the cheeky image made a return to the packaging in 1963 in countries where the product is known as Coco Pops. Since then he has had several makeovers. n

BUILDING BRANDS BY DRIVING SALES

• Sales Representation • Merchandising Support • Re-work Management • • Account Management • Product Presentations • Agency • • Promotional Compliance • Warehousing and Storage Solutions

For more information on full sales & marketing brokerage services contact the Topline team at:

Ph: 09 419 4061 I Fax: 09 419 4063 I www.toplinemarketing.co.nz

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OPMETRIX – TOP SAUSAGE AS New Zealand’s leading manufacturer and distributor of smallgoods, Hellers has a huge focus on product and product placement. Its previous system of using pen and paper for sales was outdated and inadequate, and with the company picking up more business as it expands, a solution was needed to reduce time consuming admin work, connect field workers to office and gain measurable insight into its business. Opmetrix is a cloud based consumer goods CRM (Customer Relationship Management) solution and is designed specifically for mobile sales and merchandising teams. Available on Android and iPad devices, Opmetrix delivers quality CRM and its purpose is to reduce time spent on administrative tasks, increase selling power to sales teams and deliver key sales and activity reports to management. With fast and simple entry, target and forecast management with surveys and progress reports, Opmetrix is power at your fingertips. Not only does Opmetrix offer great mobile technology, it has industry knowledge and local New Zealand knowledge too, something that made Hellers take notice. “I’d say the number one thing we’ve liked about Opmetrix is that they understand our business and especially FMCG – that’s where it fitted like a glove,” Kevin Calder, Hellers’ national sales manager says. Hellers’ decision to choose Opmetrix four years ago was a no brainer, and it quickly armed its sales team with iPad devices. Admittedly, it took time to fully engage with the potential of the tool as Hellers had a lot of other activities going on. When they were able to focus on the system they fell in love with Opmetrix and the management team say they wouldn’t know what to do

without it. They have been raving fans ever since. “The main thing is reporting on productivity with the sales team and ensuring that the key focus is happening. Our critical activity is having great products easily available to consumers. Our focus is on products and position on shelf with a good share,” he says. “It’s making our field team a lot more efficient. Its critical activities that they’re doing that you want a report on and so you want to use a tool like this in combination with getting distribution data. It’s a vehicle which helps you to achieve a target along the way. “Opmetrix tailor to each business individually. They let you make your own choices and find your own way with it, so you can operate it at the level you want. “Are there other businesses who could do with it?” n

VIRTUAL REALITY SUPERMARKET DESIGNED BY KIWI RESEARCHERS

A THREE-dimensional virtual supermarket software tool has been designed by a member of the University of Auckland’s Institute for Health Innovation. The supermarket simulates a real shopping experience and was designed using the Auckland branch of a market leading supermarket as a model. It includes a representative selection of products comparable to what is normally available in a New Zealand supermarket (totalling 1,445 unique products). Dr. Wilma Waterlander, from the University and the creator of the tool, says it will be used to measure food purchase behaviour and will be able to test the effectiveness of food-related policy changes. The virtual supermarket is designed to enable experimental studies in a supermarket setting without the complexity or costs normally associated with undertaking such research, says Waterlander. “For example, researchers can use it to test the effect of public health interventions such as a soft drink tax or food labelling, by exposing only part of a study population to increased soft drink prices. “Researchers can fully control and manipulate various factors such as food prices, food labels, and

promotions,” she says. Waterlander led a validation study to test the virtual supermarket, which was recently published in the international scientific Journal of Medical Internet Research. In the study, 123 New Zealand adults completed three shopping trips in the virtual supermarket during three consecutive weeks and collected their real life grocery till receipts for that same period. “We found that shopping patterns in the virtual supermarket were comparable to those in real life and that, overall, the virtual supermarket is a valid tool to measure food purchasing behaviour”, says Waterlander. The four food groups ‘fruit and vegetables’, ‘dairy’, ‘meat and fish’ and ‘bread and bakery’ represented the largest purchase amounts both in the virtual and real supermarket. “The study revealed some important opportunities to further improve the software with some important differences between virtual and real purchases shown for purchases in the food groups ‘fruits and vegetables’, ‘dairy’ and ‘snack foods’ and the researchers are working on improving the software for these groups,” says Waterlander. Some advantages of the research tool also include the ability of researchers to test interventions without the complexity or cost normally associated with undertaking such research. Researchers can also retain their academic independence which is particularly relevant when testing interventions that might not be favoured by commercial parties, says Waterlander. For the study participants, there is also the convenience of completing the virtual supermarket shopping from the comfort of their own home. n By CATHERINE KNOWLES July 2015

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sales,merchandising&marketing BLACKBOX TARGETS THE PERFECT CONSUMER SAMPLECO Black Box launched in 2014 and has quickly become New Zealand’s largest in-home trial marketing medium. Black Box targets the perfect consumer for each product in a Black Box, engaging them in a comprehensive marketing campaign and then recording fact based KPI’s that allow the brand owner to get a clear ROI from the activity. Black Box engagement has delivered an average 48% purchase rate as a result of trial. This “pull based” marketing medium helps solve one of today’s marketing dilemmas: how to move past basic reach and awareness and drive to actual consumer purchase. With its highly profiled consumer base of over 150,000 New Zealanders and proven brand engagement methods, Black Box delivers new consumers to your brand. Black Box has recently launched its Black Box consumer recommendation medal system. This allows the brand owner to communicate the success of its marketing trial to everyday consumers at the all-important point of purchase. The company has completed over 100,000 households surveys as the

“The ultimate winner of the Members’ Recommendation Awards is the consumer as this will help guide them to the best products next time they’re shopping.”

basis of the Black Box Members’ Recommendation Medals. Peer recommendations are very much the “new way” of consumer conversion. People listen to friends experience and recommendations while distrusting scripted commercials. Products that score 90 percent consumer recommendation or higher are awarded a gold medal, while products that achieve 80-89 percent get a silver medal. SampleCo Black Box general manager, Clinton Beuvink, says the medal-winning products are the cream

of the crop. “Consumers are faced with a huge variety of choice these days, making it difficult to know what to buy,” he says. “A product with a Black Box medal sticker will make consumers feel more confident that the product will be a winner and from there deliver improved sales rates for the brand owner.” The gold and silver sticker-bearing products are a mix of household brands and new brands. The common factor is that the product “really works”. Gold medal products are those that exceed consumer expectations. “The ultimate winner of the

Members’ Recommendation Awards is the consumer as this will help guide them to the best products next time they’re shopping,” says Beuvink. In its first year, Black Box delivered more than 1.25 Million full sized products to over 100,000 New Zealanders. Black Box runs campaigns as small as 1,500 boxes up to its largest campaign size of 30,000 boxes. Campaigns are commissioned on average every fortnight. Black Box has over 100 clients from large multi nationals to small boutique companies. n

DKSH New Zealand Limited Market Expansion Services At DKSH New Zealand Limited we offer customised solutions for growth. Whether you are looking for a merchandising solution in an account or someone to handle your entire New Zealand business we can help you to achieve your goals. We work with a core number of leading global brands - a number of them for over 15 years. The key to long term relationships such as these is a single minded focus on

growth. In a very flat FMCG market DKSH New Zealand Limited has been growing consistently in double digits. We work across multiple channels with two significantly sized sales forces comprising 34 Sales Executives and a full key account management team. The sheer size of our sales team enables significantly greater focus with each customer that we service.

In 2013 DKSH New Zealand held the No. 2 position in total FMCG for dollar growth and we have backed this up with a very strong 2014. YTD 2015 our brand portfolio is growing at 30%. We’d love the opportunity to discuss the options for growing your business. Please don’t hesitate to call me on 021 902 588 or 06 350 1707.

PAUL HARRIS General Manager Sales & Marketing

DKSH New Zealand Limited 97 Walkers Road, Longburn, Palmerston North Phone 06 356 5323, www.dksh.co.nz

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YEALANDS TAKES NEW TECHNOLOGY TO THE WORLD

YEALANDS Family Wines is taking its sustainability story to global markets via a leading edge, digital platform. YealandsLive.co.nz features dynamic content captured via a series of live feeds, directly from the Yealands Estate Seaview Vineyard and Winery in Marlborough, New Zealand. The website aims to give consumers and the wine trade a unique and authentic behind the scenes look at one of the world’s premier sustainable wine producers. Site visitors can navigate each section for multiple live video feeds, a series of time lapse videos, an RSS media feed and the company’s

global sales and distribution activity in real-time. Additional features include a climate data feed, up-to-the-minute energy generation data from one of New Zealand’s largest solar installations as well as updates from their winemaking team. From the Cellar Door, to raising a glass in their own backyard, to events that Yealands Family Wines partner with; wine lovers can share their photos via the site’s live feed captured by the custom-developed app at the Yealands Cellar Door or by using the hashtag #yealandslive on social media. General Manager of Marketing, Michael Wentworth says, “The purpose of YealandsLive is to connect consumers to the heart of the Yealands story through an immersive, visual and authentic experience.” Yealands are encouraging consumers in Australia, Denmark, Germany, Ireland, The Netherlands, New Zealand and the United Kingdom to virtually explore their vineyard via a social media campaign. They can then enter the draw to win a personalised YealandsLIVE Travel & Wine Experience including flights, luxury accommodation and spending money at http://www.yealandslive.co.nz/win. Yealands Family Wines is the country’s sixthlargest wine exporter. Their leading edge, Seaview Winery was established in 2008 and has been carbon neutral since inception. n C

TOP 5 GLOBAL LAUNCHES THIS MONTH UAE: Strawberry Camel Milk Camelicious’ strawberry and chocolate flavoured camel milk is 100% natural and Halal certified. The milk retails in a 250ml bottle for AED4.50. France: Choc-chip spread President has launched a spread with chocolate chips in it (€2.19/£1.59). Said to be irresistible with bread at breakfast time, it can also be served with crepes, waffles, tarts, and a whole host of other baked goods. Germany: Müllermilch Guess the flavour! That’s the game Müller is playing in Germany with its latest range of milk drinks (€1.19/£0.86). Those who guess correctly are in with a chance of winning €1,000. Not for the faint-hearted though, especially after the launch of a German curry wurst flavoured energy drink in March.

CMY

France: Tapas flavoured cheese cubes Apéricube’s tapas flavoured processed cheese cubes are now available in a holiday edition. Each pack (€3.89/£2.82) contains 48 individually wrapped cubes in four flavours – chorizo, tomato-pepper, grilled prawn and goat’s cheese varieties. USA: Triple Zero Yoghurt Oikos Triple Zero is possibly the perfect protein snack, according to Dannon, with zero fat, zero added sugar and zero artificial sweeteners. The blended non-fat Greek yoghurt ($4.88/£3.20) comes in a wide variety of flavours and packs 22g of protein per serving. n

IS THE F IN YOUR FMCG NOT F ENOUGH? If the F word is not a good description of your brand’s sales growth then it’s time you changed the game. And The Sales Dept. will help you do it. We’re unique. We’re full-service, and we take a strategic approach. Whether you’re in a large multinational or cutting your way as a small business, our total capability can be tailored precisely to fit the needs of your operation. Above all, we’ll deliver the main thing you’ve been waiting for – more F in your FMCG. If you are seeking a Strategic Partner focused on Business Outcomes Talk to The Sales Dept. Phone: 09 916 4256 or email contactus@thesalesdept.co.nz www.thesalesdept.co.nz

CHANGE THE GAME

E EM

TE AG RA MAN T G S ES SIN S L U O IC SA EH GIST R WA D LO L ION AN NCIA RAT A ST .nz o FIN MINI c pt. e AD d s

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sales,merchandising&marketing DISCOVER RELAUNCH

BRANDWORLD has become a world leader in visual content marketing through its “content platforms” which many of NZ s leading FMCG clients use as their cost effective, low risk launch platform for new product introductions or to refresh a brands health - with many of Brandworld’s campaigns having boosted product sales for clients by more than 200%. The company lives and breathes branded content, conceptualising and producing some of the most

successful platforms in New Zealand including Family Health Diary and Discover as well as a multitude of bespoke offerings including The Mix, Made-to-Match and Food in a Minute. Its approach is unique in the advertising world in that they are able to provide simple, cleverlypackaged solutions that are both effective and won’t blow the budget. Brandworld’s most successful FMCG platform Discover now has a new logo, a new look and feel, new presenters, more flexibility - fully tailored for hosting different distribution methods from YouTube to On Demand, Sky to TVNZ, mobile to web - but with that same attention grabbing power based on its original guiding engagement insight: ‘consumers are hardwired to discover’. When they’re done right, these platforms magnify the trust and cut-through of a well-told story, explains Mike O’Sullivan, BrandWorld’s ideas guy. “Yes, it’s about the way we tell the story, match the style and the presenter to the message and how and when we distribute it and to who, but the real power of our platform approach is how a brand message is seamlessly wrapped up in a format that is signalled to consumers as something to watch out for, that’s useful, that’s different from everything else they are seeing and is something they can trust.” BrandWorld prides itself on being innovative and offering truly effective solutions to clients by combining programme-making

The company lives and breathes branded content, conceptualising and producing some of the most successful platforms in New Zealand.

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skills, that can really bring stories to life, with real research showing what consumers want. And BrandWorld’s clients say it works, with sales results up 20, 30, 50 plus per cent during the first weeks of a campaign: “People were talking about the ads…where as previously they weren’t saying anything.” Sean Wiggans, Group Brand Manager, Greggs. Managing Director, Richard Stevens says, “Discover delivers that light bulb moment to consumers and for our clients and we think our newly refreshed Discover is a light bulb moment in its own right.” n

WIDER CONSUMER REACH REACH MEDIA is New Zealand’s largest mailer distribution company; sending 20 million mailers into the Kiwi market every week, the company also home to NZ’s premiere shopping website Lasoo. Besides delivering flyers and catalogues, the company also distributes product samples to target markets. Utilising data to target exactly where offers should go, product sampling allows its clients to actively engage in its chosen market. Letterbox marketing is one of the most effective advertising media available. It’s highly targeted, extremely affordable and drives sales both in-store and online. Reach Media can tailor sampling campaigns to particular people or particular areas and can scale delivery to match its clients’ budget. Getting people to read a pamphlet or catalogue is one thing; having them

actually try the product or service is another. Research shows that 86% of people were likely to take notice of a letterbox mailer when a sample was attached. What’s more, 80% were likely to take action as a result of receiving the sample. Dollar for dollar, product sample delivery is a highly effective way of motivating people to buy product. Whoever or wherever in New Zealand you want to target, Reach Media’s team of 5000+ contractors will make sure the right people receive samples at a very cost effective price. “Yes our clients do see spikes in sales activity, but sales don’t drop back down to where they were before the spike. These campaigns have an ongoing impact on sales for our clients,” says Greg Radford, Reach Media CEO. The company has the ability to reach more Kiwi consumers quickly and efficiently – 1.4 million households in a two day period. Radford has been with the company for the past six years and says Reach Media continues to evolve with the current trends and technology, he refers to Reach Media as a ‘sales promotion company’ that have taken a consultative approach to its business, allowing the company to refine offers more effectively. n

ONFIRE DESIGN WE LOVE STREAMLAND are a proudly New Zealand-owned business and experienced exporter of kiwi made honey and health products to China. Branching into local markets, Streamland recently launched a powdered yogurt range designed specifically for New Zealand supermarket shelves. Traditionally, makeyour-own yoghurt has involved a level of financial commit-ment with consumers required to purchase a bulky, brand-specific yogurt-

making kit. The good news is, a recent move by a major player to reduce the size of their yoghurt maker, coupled with the arrival of Streamland’s new ‘We Love’ range provides consumers with much needed variety. “We Love powdered yogurt isn’t fussy. It can be made in any yoghurt maker. Simply pour in the sachet and add water,” says Chenxi Gu managing director of Streamland. “We developed the range to breathe new life to this grocery category and offer variety to health conscious Kiwis.” “We worked with design agency Onfire to develop a brand and packaging design that is bright, fresh and, we think looks good enough to eat.” He said. n

PLUM QUALITY SERVICE ESTABLISHED in 2014 by Deanna Chiang, Plum Agencies offers sales, merchandising and key account management in Auckland and across the North Island. Representing sales clients including Bell Tea and D&A Marketing, Plum also handles merchandising for several large multinationals and offers territory manager and temporary sales cover. Chiang says Plum’s main point of difference is its handson approach and existing relationships. “We can be categorised as results driven, with strong skills in relationship building, identifying and solving

problems, and a particular focus on getting the job done,” she says. While looking to increase its client base, Chiang says the company will remain small in size and focused on providing a quality service. “We’re not looking to represent a lot of companies, we want a select few and we want to help them grow their brands,” she says. Plum Agencies was recently awarded Small Company of the Year 2014 for one of its clients, Chiang says, “We grew their business significantly at Pak N Save Mt Albert. We are proud of this successful relationship.” n

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health&wellbeing Keen On Exercise? KIWIS are, and they are looking in supermarkets for products to supplement their nutrition, supporting their exercise regime. 53% of kiwis participate in formal exercise1 and those who are active buy more, around 20% more units are bought by Physically Active Shoppers per trip2. The vitamins and dietary supplements (VDS) category within grocery is worth $67.8M, growing at 3.9% YOY. When talking exercise, the VDS category has traditionally seen key products, such as magnesium, illustrate growth and awareness based on shoppers with exercise needs. The magnesium segment (cramp) is valued at $3.8M in grocery, growing at 16.5% YOY. Energy is also a segment that has products well suited to exercise related nutrition. It is valued at $10.5M, but growing slower than the VDS category at 2.7%. There is room to increase basket size among Physically Active Shoppers with VDS products. Regular exercise can increase the need for micronutrients and compounds which aid muscle repair and recovery. A good diet is paramount but if keen exercisers are unable to get everything from diet alone, they should consider a supplement. A key requirement for exercise and strong performance in sports is B vitamins. The Bs (taken together) are vital to energy production and if you’re burning lots of energy, you might need more than the average diet can provide. Because exercise increases oxygen consumption, there

is also a greater need for antioxidant nutrients such as selenium, vitamin C, zinc and betacarotene which help protect the body’s cells from oxidative damage. Herbs such as green tea and Siberian ginseng are also known for their antioxidant value and cellular protection. Siberian ginseng could be called the ‘stamina herb’ because it keeps you going and helps you adapt to the stress exercise places on the body. Exercise performance, muscle repair and recovery also rely on adequate intake of minerals such as calcium, magnesium and zinc. Vitamin D works with calcium and magnesium support healthy, strong bones – the ‘framework’ for strong muscles. Magnesium deficiency is common in athletes and known to impair endurance performance. The branch Chain Amino Acids (BCAAs) valine, leucine and isoleucine are also valuable for performance and recovery. These are rapidly depleted from muscles when exercising and consuming them is known to speed muscle recovery and reduce muscle fatigue. We’re no longer waiting for health problems to become evident before we act. These days, customers are more pro-active and looking for ways to support their body’s needs to avoid future health issues. For the Physically Active shopper that means giving the body what it needs before you take up a demanding fitness regime. 1 Roy Morgan, State of the Nation, 2014 2 Nielsen Homescan Survey, Total Vitamins and Supplements, AUS All Shoppers, MAT 24/1/15.

Goodness Every Evening Cream

Schwarzkofp Ultîme Blonde & Bright

TAPsPP5881

GOODNESS Every Evening Cream has taken all the goodness of Honeysuckle extract, avocado and coconut oils, as well as the perfect amount of Goodness Certified Organic Chia Seed Oil to produce the perfect high five for skin. Goodness Natural Beauty Lab is a new range of natural skincare that uses Certified Organic Chia Seed Oil as its main ingredient. Goodness Certified Organic Chia Seed Oil has the perfect 3:1 ratio of Omega 3 to Omega 6 essential fatty acids. By mixing a whopping dose of Omega 3 with a small dash of Omega 6, the essential fatty acids are delivered in just the right quantities for general skin goodness and healthiness. Goodness is the first in New Zealand to bring out a range based on this wonder ingredient. n

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ODOURLESS FISH OIL MINI CAPS Fish oil is a great way to boost omega-3 intake for people who don’t eat enough fish however sometimes large capsules can be hard to swallow. Blackmores Odourless Fish Oil Mini Caps provide the same strength of omega-3s as standard fish oil 1000 mg but in a half sized capsule. Plus they are odourless without the use of artificial surfactants, so you don’t get the fishy aftertaste. n

SCHWARZKOPF has introduced the essence ULTÎME Blonde & Bright range; a premium range of blonde hair care products. Co-created with world renowned supermodel Claudia Schiffer; the essence ULTÎME Blonde & Bright range with citrus extract and oil, includes a Lightening Shampoo and Lightening Conditioner, a Blonde & Bright Neutralising Mask and the ULTÎME Omega Repair Instant Repair Serum. All products within the essence ULTÎME range contain a precious ULTÎME4-Complex: a unique combination of pearl essence, panthenol, refined protein and keratin to indulge and care for your hair. n

Bio-Oil Back on TV ®

EXERCISE MULTI People who exercise may require additional nutrients to support their energy levels, muscle health and to support performance. Blackmores has developed new Exercise Multi as part of a new range of products to support the needs of people who exercise. It contains ‘body-ready” B vitamins which are more easily used by the body and may help support daily energy, Siberian ginseng to support stamina, endurance, exercise performance and daily energy and vitamin D to support muscle and bone health. The dual layer tablet provides nutrients in a convenient one –tablet-a-day dose.

Maybelline New York 100 Years

MAYBELLINE New York celebrated its 100th birthday in May – and with that the global brand introduced the latest generation of cosmetics to usher in the next 100 years for the makeup Mecca. Maybelline’s range of 13 new products will be launching this month. n

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newproducts H2COCO Cocoespresso IMAGINE getting the invigorating boost you crave from your daily coffee, coupled with the refreshing taste of a fat-free icy cool drink and the hydrating goodness of 100% coconut water. New Zealand’s favourite coconut water brand H2Coco have combined their premium coconut water with a full shot of espresso coffee to create COCOESPRESSO, New Zealand’s first coconut water coffee blend, COCOESPRESSO is a delicious, multitasking, portable drink that ticks all your boxes while still being good for you!

Eurodell Mini Kranski Sausages

MINIATURE Continental sausages in a natural casing which is smoked and steam cooked, ideal for use in breakfast cooking or on the BBQ.

New SKUs for Simply Squeezed Superjuice SIMPLY Squeezed has launched two new Sku’s, Berry Happy Belly will be available in 750ml and 350ml and Morning Rescue will be available in 750ml. The company has also added a 350ml Pomgrenade to the range.

Bodyguard Expands Range Libertea 100% Kiwi & Proud ESTABLISHED in 2013, Antsun Ltd, a Husband and wife team, began selling Libertea at farmers markets. Now sold in selected Auckland stores, Libertea is looking to reach more health conscious consumers across New Zealand. An all natural ‘ fizzy ‘ drink with less than a pinch of sugar, Libertea ticks all the boxes for people that are increasingly becoming aware of the link between sugar and obesity and diabetes. Focussing on the health giving benefits of organic green tea, containing L- thianine, an amino acid known for its fat- burning properties, Libertea uses stevia with 0 calories to obtain the extremely low calorie profile. At less than 10 calories a serving, the three flavour variants of orange & cranberry, rosehip & mint, lemon & ginger, offer a refreshing fizzy drink without the guilt.

BODYGUARD Shower Gel is a unique combination of natural moisturisers, neem oil and turmeric extract, help your skin to restore elasticity and promote a healthy & radiant complexion. Available in 260ml flip top, Bodyguard Refresh hand wash everyday protects hands from germs and help keeps them hygienically clean. Neutralises food odours and keeps your skin healthy, soft and fresh. Available in 250ml pump top.

SAN Marzano tomatoes are grown exclusively in the field of Agro-Nocerino Sarnese on fertile volcanic soil at the foot of Mount Vesuvius. These tomatoes have become known for their unique intense flavour and low acidity. They are also perfect for a few typically Italian sauces, like an amatriciana or bolognese sauce where the tomato has to be visible and well-defined.

AT Charlie’s they reckon what ya see is what ya get! Smashed, squashed, crushed and boomed into their 1L Fruit Fix smoothie’s is 6 serves of fruit (and in some cases a little bit of veg). No dairy, no gluten, no added sugar, no preservatives and no concentrate. Charlie’s Fruit Fix smoothies are available in 4 different flavours – Spirulina, Kiwi Aloe and Kale, Berry and Acai and Mango and Coconut.

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CHANTAL Organic is passionate about organics and whole foods and believe that they offer a better way of life for your health and the environment. The company has Chantal Organic and Chantal Natural brands present in the category. “We have Kale powder as a main Bodyguard expands its range. product, emerging new products are kelp, beetroot, carrot powders,” says Bodyguard Shower manager, Gel is aDavid unique comb business development of natural Alexander.moisturizers, Neem Oil & Turm The company’s team Extract, helping dedicated your skin toworks restore elasti together with local and international promoting a healthy & radiant complexio providers in to ensure thatflip the highest Available 260ml top. quality bulk, retail and fresh goods are available for its customers.

Bodyguard Refresh Handwash everyday hands from germs and help keeps them hyg clean. Neutralises food odours and keeps skin healthy, soft and fresh. Available in 250ml pump top.

San Marzano Tomatoes

Fruit Fix

Organics For All

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Koh Kae Thailand’s Favourite Nuts!

AFTER strong demand, NZ is one of the first countries to launch Thailand’s favourite coated peanut in a re-sealable foil pouch. Not only that, but Koh Kae has reduced the carton size of 24 cans down to 12 pouches in a shelf display carton. This means the great flavours everyone has grown to love in NZ, are now packed more in line with today’s shoppers requirements.

productwatch

THAILAND’S FAVOURITE NUTS!

productwatch

• Fresh crispy peanut with a flavoured coating • 4 Great flavours - from coconut to the hot wasabi • Now in re-sealable laminate pouch • Locked in freshness • Only 12 to a shelf ready tray • Already well known around the world & in NZ Sole agent for KOH KAE contact:

ORIENTAL MERCHANT (NZ) LTD Tel 0800 10 33 05 Fax 0800 10 33 11 Email: nzenquiries@oriental.com.au Website: www.oriental.com.au

New Light Lactose Free Greek Dairy Yoghurt RETRO Organics specialising in Organic Jersey Cow’s milk products has introduced a light Greek yoghurt to their Lactose Free Greek Yoghurt range. While being low in fat and no added sugar it still retains the sweet creamy texture that Retro Organics yoghurts are renowned for. Like all Retro Organics yoghurts it contains no added powders, gums, thickeners, or sugar and produced on a farm in Southland, using grass fed Organic Jersey cow milk.

Dot’s Now NZ Made DOT’S cooking spray is now made in New Zealand and is sporting a fresh new look. Dot’s Cooking Spray has been a firm Kiwi pantry staple for over 20 years; it’s this versatility that makes Dot’s perfect for all your cooking and baking. Made from canola oil, a vegetable oil high in monounsaturated fats and naturally free from cholesterol, the spray has been independently tested to meet strict nutrition standards; Dot’s Cooking Spray gets a big tick from the National Heart Foundation. As well as carrying the Heart Foundation Tick, Dot’s Cooking Spray has no added flavours, colours or preservatives. The convenient spray bottle helps regulate the amount of oil used while stopping food from sticking, making cleaning up a breeze.

Goodnessme New Consumer Benefits 100% VEGETARIAN friendly - Following strong consumer trends of +28% growth in health snacks and +40% in fruit & nut segments*, GoodnessMe provides snacking solutions for health conscious consumers. Allergen Free - 25% of New Zealanders suffer from an allergy. ‘Free From’ category provides an exciting snack option for adults or children. Apricot is unique to fruit formed category. It is the no.2 flavour in the nutritious snacks category and is 4 times larger seller than berry flavours. *Vol MAT 29/06/14

Independent Fisheries INDEPENDENT Fisheries is a 100% NZ family owned business in Christchurch catching fish out in the Southern Ocean off the South Island. The company has just launched its new product range, consisting of classic family favourites produced from 100% fish fillet. The range is includes; NZ Hoki Loin, Crumbed NZ fillets, Crumbed NZ fillet, Crumbed NZ fillet fish fingers and Crumbed NZ fillet.

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PACKAGING COUNCIL AGM

THE Packing Council AGM took place this month, with 32 members attending. Richard Manaton stepped down after three years in his role as president. He has been replaced by Harry Burkhardt, who was recognised in this year’s Queens Birthday honours for his services to Maori, health & the arts. The Packing Council’s emphasis going forward will be to educate, advocate and promote the role of packaging across the whole of society with fact based research, a broad packaging awards programme which will demonstrate and showcase how dynamic the Packaging industry is in NZ and strong partnership to offer more member benefits. n

lastword

Peter Mitchell

THE sudden departure of Steve Donohue from Progressive after only weeks as managing director, doesn’t bode well for suppliers. The retailer was clearly under pressure to produce more profit from this market and one can only guess what might be next in the way of demand for better margins, especially driven by its Australian parent which is paddling the same canoe. This of course may be the perfect time for both retail groups to lift their pricing in lieu of demanding even tougher deals from suppliers, after all, everyone is entitled to a profit. The real reason for Steve’s departure may never come out in the public arena but the changes in the greater Woolworths world are substantial and the demands on suppliers on both sides of the Tasman will certainly bear the brunt of these decisions. IT just had to be the supermarket story of the month. NZ Herald reported that novelist Graeme Lay, who had just finished his trilogy on Captain James Cook about the New World, was shopping in Devonport. Checkout girl said she had seen his photo and a picture of the book and wanted to know why he was writing about her supermarket. Lay patiently explained it wasn’t about the New World supermarket but about the exploration of the new world. “You must have known him really well,” said

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the checkout girl. Lay said “No, because he died 225 years ago.” Checkout girl: “Oh, so you didn’t know him ..do you have Fly Buys ?” IMPROVED grocery and food offerings are reportedly helping convenience stores (and particularly the oil channel) steal some of the casual pick-up business from mainstream grocery. It will be interesting to see how the back of the forecourt operation will pan out if Z Energy takes the Caltex branding and co-ordinates a better national offering – after all, there’s more money there than in petrol. It’s only a question of volume and how that is to be achieved. Certainly it won’t be on pricing, but it may well be a better and more convenient offering, better layouts and a wider selection. The average motorist never used to think of gas stations as a food outlet, but that is certainly going to change as the opportunities increase. LOVE those Irish yarns. Seems this Irish woman was cleaning her husband’s rifle and accidentally shot him. She immediately dialed 999 and said: IT’s my husband – I’ve shot him and I’ve killed him.” Says the operator: “Please calm down. Can you first make sure he is actually dead !” *Click…BANG. Irish woman: “Okay I’ve done dat – what’s next?” THE grocery industry is very fortunate that unlike restaurants, it doesn’t have to take bookings for its business. But there’s little doubt that the phone and online will play an increasing role in servicing the consumer. While Progressive has worked hard at its online shopping

business and been quite successful, Foodstuffs will start closing the gap with a similar service once the nuts and bolts have been better sorted. We understand the regional trial proved its viability, not that there was any doubt that Foodstuffs had to get into this service arena. Internationally, online has become an important service element and we are going to see considerable growth in this country for basic purchasing – the danger is that consumers will go to specialist or upmarket operators for the cream of their purchases. I GOT my monthly personal bank statement from the BNZ the other day and blazoned across the front page in big blue letters , it said “BNZ is proud to support Elder Abuse Awareness Week”. Well I’ve been putting up with their abuse for many years and I just can’t see why they can’t leave me alone … CLEARLY the Food & Grocery Council has influence in high places by grabbing the Prime Minister for an hour or so in Auckland last month. Over 100 members heard him casually run the gamut of current issues and he even scored a packet of the “new” Milo from Nestle boss Veronique Cremades who introduced him. Of grocery relevance was his comment on an industry code of practice as in place in Australia. He was of the opinion that the industry needed a voluntary code rather than legislation being forced on the industry. And he personally believed that consumers were entitled to know where their foods came from in response to a question on Country of Origin Labelling.

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