SupermarketNews Magazine | August 2023 by Review Publishing Ltd

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August 2023 • Vol. 16 No. 8 s

F&B local to global - International edition (see page 22)

Our new packaging is made from

Recycle me again

N O I T MY A V NO O N O

N R EC I G N A I L G U A K C PAC C IR A G N I T R SUPPO

editor’snote new zealand’s Diverse & dynamic food landscape

Tania Walters | Publisher

n this international edition of SupermarketNews magazine, we turn the spotlight on the export-ready New Zealand food and beverage brands making waves in global markets with “F&B Market Ready”. We explore the diverse and dynamic landscape of New Zealand’s food and beverage offerings, highlighting the fusion of local ingredients with contemporary innovation that defines our nation’s approach to food production. New Zealand’s reputation as a premier food exporter is underscored by the unwavering commitment to quality, sustainability, and authenticity that our brands embody.

As consumers worldwide increasingly seek products that reflect sustainable practices and have exceptional taste, New Zealand’s food and beverage industry is uniquely positioned to meet these demands. New Zealand producers have long seen export as a growth pathway, and as the world marketplace becomes smaller, the options for export have grown. New Zealand brands are confident in being able to meet international consumer demand for high-quality, flavourful and innovative products. As a judge for both local and international food innovation award programmes, it is always exciting to see product innovations coming to market, but never more so than to see the success of New Zealand brands on shelves internationally. New Zealanders are well known as travellers, and the one piece of advice that I always give to newto-market producers is to attend international food exhibitions,

see what innovations are coming to market internationally and then go and stand in some of the outstanding retail outlets around the world and just watch consumer behaviours. For many years I've been a proponent of the grocerant store fit-out, and with our store highlight in this issue, we’ve put together some top stores to visit. These stores have embraced evolving consumer behaviours and trends, highlighted by food-to-go offerings, convenience foods and stylish flexible fit-outs. With commentary from our international media partners, global retail supermarket chains and independents, export and fmcg professionals, this issue comes together as a snapshot of trends, insights, challenges and opportunities in the global fmcg industry.

Our thanks to our contributors:

food& grocery COUNCIL NEW ZEALAND

ATTENTION GROCERY SUPPLIERS The Food and Grocery Council is an industry association for grocery suppliers providing members networking, events, industry information and strong advocacy. Contact us for information on the benefits of membership: raewyn.bleakley@fgc.org.nz • Networking • Industry Updates • Conference and Events • Education and Training • Advocacy and Law Reform

food& grocery COUNCIL NEW ZEALAND

PUBLISHER GENERAL MANAGER EDITORIAL DIRECTOR EDITOR CONTENT MANAGERS EDITORIAL ASSOCIATE SENIOR DESIGNER

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Tania Walters Kieran Mitchell Sarah Mitchell Caitlan Mitchell Felicity-Anne Flack, Caroline Boe, Bailey Nickel, Findlay Murray Annabel Maasdam, Sam Francks Raymund Sarmiento

This magazine is published monthly under license. Please direct all enquiries and correspondence to Review Publishing Co Ltd. This magazine is a platform for the industry and may include content that expresses views and opinions by contributing writers. Content is attributed to the author, and these opinions and the view/s are those of the author/s. They do not necessarily reflect the official policy or position of any other agency, organisation, employer or company. The opinions and material published in this edition are not necessarily those of the publishers unless expressly stated. All material appearing in the magazine, website and social media platforms is copyright and may only be reproduced with the written consent of the publisher. Copyright 2023

ISSN 1173-3365 (Print) ISSN 2744-595X (Online) Retail 6, Heards Building, 2 Ruskin Street, Parnell, Auckland PO Box 37140 Parnell, Auckland Phone: (09) 3040142 | Email: edit@reviewmags.com

food& grocery COUNCIL NEW ZEALAND

www.fgc.org.nz

WHERE HEAT MEETS SWEET

Available in selected supermarkets. August 2023

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SAD LOSS OF INDUSTRY ICON

BRAND’S NEW AUSTRALASIAN SALES AND DISTRIBUTION PARTNER

Thankyou has announced the appointment of Pavé Limited as its sales and distribution partner in Australia and New Zealand, effective from the 1st of July 2023. Pavé has assumed responsibility across all retail and online channels, involving the Personal Care, Home Care, and Baby categories. The move follows a thorough transTasman search, said Thankyou co-founder and managing director Daniel Flynn. Flynn continued that finding the right operational partner to represent its entire Australasian business has been a careful three-year process. “In Pavé, we have achieved the cultural fit we were looking for, with a team of highly effective FMCG professionals backed by impressive infrastructure and cutting-edge technology. We’re thrilled at where we’ve

landed,” said Flynn. Pavé was proud to be chosen to represent Thankyou’s portfolio of innovative products and is excited to join its mission to eliminate extreme poverty worldwide. Managing director Chris Wong said it was an honour to represent Thankyou. “This much-loved Australian brand brings consumers high-quality, sustainable products whose profits are used to improve the lives of people in desperate need,” said Wong. Wong stated that Thankyou’s dynamic, innovative approach inspired Pavé, and he felt that the two brands could do fantastic work together. Thankyou has reimagined its entire product range, with 40 new products launching across Australia in mid-2023 and a New Zealand relaunch planned for 2024.

PROVIDING VALUE FOR CONSUMERS Tesco has announced a significant overhaul to its range of products in Express stores, reinforcing its position as the United Kingdom’s best-value convenience store chain. The overhaul will see more than 50 vital everyday products replaced with even more keenly-priced alternatives, many from its own-brand range, with some items less than a third of the products they are replacing. Across the more than 50 products included in the change, shoppers will find that the own-brand alternatives are, on average, over 40 percent cheaper than the products they replace. The move comes in response to the supermarket’s internal shopping data, showing that price-conscious customers increasingly

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turn to own-brand products to get great value without compromising quality. Among the own brand lines being introduced are Tesco penne pasta (85p) and Tesco smooth peanut butter (£1.65), both of which will cost half the price of the previous branded product stocked. Bags of Tesco frozen garden peas (£1.65), stocked in Express store freezers as part of the change, will be almost 40 percent cheaper than the branded product they are replacing. Read more here

Surrounded by his sons and grandchildren, iconic teamaker, disrupter and servant, Merrill J. Fernando passed away in Colombo in July. The visionary founder of Dilmah Ceylon Tea Company's greatness was in his invincible faith, integrity, and love for tea and family. With devotion and urgency, he pursued his desire for integrity and quality with humility and kindness. His achievement in disrupting an exploitative colonial industry irrevocably changed the lives of producers worldwide, introducing a paradigm shift in ethical business before ethics and sustainable business acquired the prominence they have now. His mission was simply for his passion to make lives better for other people. His humble, rural Sri Lankan beginnings and the Christian family values surrounding him defined his life. He devoted his life to tea, working every day until the age of 91 and maintained his passion for tea until the end of his life. He relentlessly fought against efforts to compromise or adulterate his beloved Ceylon Tea. Merrill leaves behind two generations of his family who share his conviction. As he is called home to rest in the arms of his beloved Lord, his achievement is as much in inspiring his family to carry the torch of integrity and commitment to tea as it is in strengthening producers' dreams. His passion, devotion, commitment, love and kindness will forever inspire us to strive for the excellence he always demanded and never compromised. Merrill will be remembered for his humanity and achievement in personally and passionately creating a global family behind the cause he pursued daily: Ceylon Tea with Taste, Goodness and Ethical Purpose.

NZBC UPDATES ON GOVERNMENT ACTIVITY AND HEALTH STAR RATINGS

The New Zealand Beverage Council (NZBC) has released updates regarding government activity and health star ratings. The NZBC’s update outlined that the past month has been a busy one for feedback on several policy proposals, including consultation with the National Organic Standards, Plastic Packaging Producer Scheme, and the Biannual Food Industry Dialog meeting for officials across Australia and New Zealand. With only a few more days until politicians can go into campaign mode, which is a period where public service slows and starts preparing briefing documents for a new set of ministers. The NZBC said that the election campaign period is an excellent opportunity for members to engage with MPs and candidates regarding issues across the beverage industry. MP’s and party leaders are always searching for photo opportunities and workplaces to visit, particularly in the last six weeks from early September to the election on the 14th of October. Most are active on social

media and will respond to direct messages, engagement with MPs is an excellent opportunity for business promotion, especially when the media is involved. The NZBC continued that MPs and candidates will be interested in learning more about businesses and discovering what would be needed for further growth and what barriers stand. Some examples of issues businesses might like to raise with them include the work the beverage sector is doing to be increasingly sustainable in both processes and packaging, the impacts on your business of labour shortages and cost increases, and any problems businesses experienced with the CO2 shortages. For Health Stars, the NZBC emphasised that officials must be briefed on how many products include Health Star ratings on the packaging. The rating is developed between New Zealand and Australian Governments in collaboration with public health experts, the food industry and consumer groups.

Businesses currently use it voluntarily to make it easier for consumers to discern healthier foods and beverages. The NZBC’s official position supports the Health Star Rating System, and it is working to ensure all of its members have adopted the systems integrated energy icon on the front of pack labelling. The Australian counterpart to NZBC, the ABC, produces an annual audited report on the uptake of the HSR. However, this is expensive, and if the council could collect the data from businesses directly, it would avoid extra administration costs and reassure the government that the industry is following through on its commitment to provide better information for consumers.

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FIRST COUNTDOWN TO RELAUNCH AS WOOLWORTHS NEW ZEALAND

Nearly 20 years after its opening in 2003, Countdown Bethlehem has marked a new chapter, launching as Woolworths Bethlehem, the first supermarket to change as part of Countdown’s journey to become Woolworths New Zealand. The Bethlehem supermarket has

undergone a significant refresh over five months, with over $5 million invested in upgrading the store to meet the local community’s needs. Highlights include a dedicated drive-up area for online customers to pick up orders easily, the introduction of electronic shelf labels, a new health foods aisle, and a fresh and modern look and feel throughout the store. Woolworths Bethlehem Store Manager Dwaine Geddes was part of the original team that opened the store nearly 20 years ago and says it feels like a full-circle moment to be now leading the team through its reopening as Woolworths. Read more here

JOINING FORCES FOR A CIRCULAR ECONOMY

Leaders in the packaging supply chain have joined forces to further advance a circular economy for plastic packaging in Australia. Amcor, a global leader in developing and producing responsible packaging solutions, and Mondelēz International, the company with iconic snack brands Cadbury, The Natural Confectionery Company, Pascall and others, have come together to invest in advanced recycling technology pioneers Licella. This is an essential step towards ending plastic waste. To work towards net-zero packaging waste, Amcor and Mondelēz International have signed investment agreements to help Licella progress the construction of one of the first advanced recycling facilities in Australia. Licella will use its innovative, Australian-developed Catalytic Hydrothermal Reactor (Cat-HTR) technology, to recycle end-of-life plastic

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back into a crude oil substitute suitable to produce new food-grade plastic packaging. Cat-HTR is an advanced hydrothermal liquefaction (HTL) technology that uses hot, pressurised water to continuously recycle end-of-life plastic that would otherwise be sent to landfills. The new Melbourne facility, Advanced Recycling Victoria (ARV), will initially process approximately 20,000 tonnes per annum of end-of-life plastic, with plans to scale up to 120,000 tonnes per annum. Read more here

ANALYSIS OF FPI DATA Foodstuff released its analysis of the FPI data between May 2022 to July 2023. New Zealand managing director, Chris Quin, said that although cooperative was still operating in a challenging market, with multiple factors driving inflation, July was the third month in a row that price increases in stores on the identical product categories measured in the FPI basket were slower than the month before, after the peak in April. According to Quin, while food price inflation remained high, as seen through the latest food price inflation figures released by Statistics New Zealand, it was encouraging to see cost and price pressures moderating. “It takes time, usually months but often years, for shocks and shortages to work their way through the supply chain and impact shelf prices, and that’s what we’ve been seeing over the past two years,” said Quin. According to Statistics New Zealand’s latest monthly Food Price Index (FPI), food prices were up 9.6 percent pa in July 2023 compared to the same time last year, while Foodstuffs’ retail price increases for the same product categories measured in the FPI basket rose an average 7.3 percent pa. “The annual rate of price increases has returned to where we were almost a year ago.” Read more here

THE NEW ZEALAND BEVERAGE COUNCIL

AUSTRALIAN SUPERMARKET TO WORK IN PARTNERSHIP WITH MAJORITY OF ITS SUPPLIERS Coles Group announced a new scope three emissions supplier engagement target, which will see the retailer work in partnership with at least 75 percent of its suppliers by spending to set science-based emissions reduction targets by the end of June 2027. Scope three emissions are indirect emissions that occur throughout the life cycle of a product, including agriculture, processing, manufacturing and distribution, and make up the majority of the retailer’s overall emissions. The internationally recognised ScienceBased Targets Initiative (SBTi) has approved the target, which drives climate action by enabling global organisations to set sciencebased emissions reduction targets. Coles Chief Operations and Sustainability

Officer Matt Swindells said the retailer will work with its suppliers over the next four years to support them in setting their own science-based emissions reduction targets. “We understand that we need to reduce our emissions as well as those that occur in our supply chain, and we are looking forward to working alongside our suppliers to help them set their targets and reduce emissions,” said Swindells. “Whether our suppliers are just starting on their emissions reduction journeys or already making progress in achieving their targets, we are committed to working together to reduce emissions and achieve our sustainability ambitions.” Read more here

in the market. REDUCING WASTE competitive Consumers seek out products that align

With sustainability being one of the most significant aspects taken into consideration by consumers when purchasing goods, following value, it has become increasingly critical for brands and manufacturers to capitalise on this demand to remain

with their ethics and values. According to leading market research expert Innova, 39 percent of consumers said the planet’s health was their leading global concern. While value remains the driving reason behind consumer purchasing decisions, the sustainability of a product can be the difference between two products of the same value, with consumers in these scenarios opting for the eco-conscious option. Naturally, this interest encompasses a general demand and desire for reduced waste, with two in three consumers stating they were prepared to pay more for products designed to tackle food waste. Consumers have excellent clarity regarding their expectations. Read more here

is an industry association whose members cover all aspects of the non-alcoholic beverage market both in New Zealand and the export markets. The Council members are spread throughout New Zealand and come together annually for a conference that covers industry issues and is addressed by international speakers. The organisation monitors product quality, sets standards for the industry and runs national competitions and awards.

THE NEW ZEALAND BEVERAGE COUNCIL (NZBC) P.O. Box 47, AUCKLAND 1140, New Zealand. Email: info@nzbc.nz Phone: +64 9 309 6100 DDI: +64 9 302 9932

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news Navigating a path towards fostering healthier dietary choices while delivering economic resilience needs a well-calibrated policy framework, not a knee-jerk vote sweetener with limited benefits.

ROBERTSON NEARLY CHOKES ON DELIVERY OF GST POLICY FLIP FLOP The Labour Government's election promise to cut GST on fruit and vegetables in New Zealand has garnered considerable attention and mixed reviews. While the intention behind this idea might seem well-placed - aiming to alleviate the financial burden on households and promote healthier dietary choices - a closer look reveals that potential benefits are much more complex. One consumer misconception surrounding GST removal on fruit and vegetables is the belief that it would instantly translate into a 15 percent price reduction. Regrettably, this is an oversimplification of the matter. Contrary to the optimistic perception, removing GST wouldn't guarantee an equivalent

discount for consumers. The market's intricate price dynamics, supply chain intricacies, and other economic factors suggest that the final savings will fall far below consumer expectations, more in line with one potato than a kilo of them. Furthermore, the flipside of this proposal must be addressed: the compliance costs for businesses. While the objective of reducing the tax burden for consumers is commendable, imposing higher compliance costs on businesses could negate any advantages gained. The complexities of adjusting accounting systems, revising pricing structures, and navigating bureaucratic requirements would demand substantial resources. These expenses far outweigh the anticipated benefits for both

NEWEST STORE OPENING IN UK FOR SAINSBURY

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consumers and businesses. A prudent approach to government policy entails a delicate balance between consumer relief and business viability. It is essential to recognise that businesses, particularly SMEs, play a pivotal role in a thriving economy. Policy decisions that amplify compliance costs can inadvertently hinder growth and the overall contribution to the economic landscape. A more effective strategy would involve empowering consumers by enhancing their disposable income. Rather than focusing solely on potential price reductions through GST elimination, policymakers should emphasise giving consumers more financial freedom. Read more here

Sainsbury’s has launched its newest store this week with the opening of Sainsbury’s Ketley Holyhead Road Local in Telford, Shropshire. Now open from 7 am to 11 pm seven days a week, the new store is creating new jobs for local people and supporting regeneration in the neighbourhood, providing more convenience and shopping choices for residents. Customers will now have the chance to sample Sainsbury’s latest convenience range, from fresh fruit and veg, healthy snacks and food-to-go to sweet, savoury and frozen staples. They will also be able to choose from a delicious selection of freshly baked bread and pastries daily and pick up Argos, Habitat and Tu Clothing products ordered online via the in-store Click and Collect service. Conveniently located on Holyhead Road, the new store has been built on the site of The White Lion pub. Read more here

Supplying quality Italian smallgoods to New Zealand supermarkets, hospitality trade and delicatessen wholesalers. Get your slice of the pizza - call us now for authentic quality Italian smallgoods. Granarolo New Zealand Ltd 337 High St, Boulcott, Lower Hutt 5010, New Zealand

+64 (0)9 551 7410

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sustainability HANDEE, PUREX AND SORBENT TAKE ANOTHER BIG STEP FORWARD WITH SUSTAINABLE PACKAGING.

Some of New Zealand’s most recognised household brands are leading the way with 30 percent recycled soft plastic packaging.

n 2021, Handee Paper Towel, Purex and Sorbent Toilet Paper were the first brands to offer Kiwi shoppers 20 percent recycled plastic packaging, reducing demand for virgin plastic and supporting the development of a circular economy. While the shift to recycled soft plastic packaging presents a range of challenges including how it performs during production and limited availability of Post Consumer Recycled (PCR) material, Essity’s commitment to innovation at its Kawerau Mill means all three brands will transition to 30 percent recycled content from August 2023. By using 30 percent recycled content, Handee, Purex and Sorbent will save 60 Tonnes of virgin plastic per year; the equivalent weight of approximately eight large African elephants! Our packaging can also continue to be recycled via the Soft Plastics Recycling Scheme in New Zealand.

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“We know Kiwis are passionate about plastic waste, so we are excited to be making our products available to our shoppers with more sustainable packaging. Our research into sustainable packaging options shows that using recycled packaging for Handee Paper Towel, Purex and Sorbent Toilet Paper reduces the carbon footprint of our packaging, contributes to the circular economy and reduces plastic waste.” said Jake Hatton, Head of Sustainability for Essity’s Australasian operations. “We also hope that having more recycled packaging available on shelves will encourage people to drop off their used packaging at Soft Plastics Recycling Scheme collection points where it can be recycled into useful, long-life products,” he said. Essity’s “cradle to grave” product lifecycle for these products has been independently reviewed (via an Environmental Product

Declaration). Confirming that whilst packaging contributes to only about 10 percent of the environmental impact of our products when you look across the full life cycle, it plays a critical role in maintaining product quality and safety for shoppers. By having 30 percent recycled plastic content in our packaging we reduce our carbon footprint and make important progress towards achieving our sustainable packaging target of 85 percent recycled and/or renewable content in our packaging. Look out for the new 30 percent recycled packaging products on shelves nationally from August. The new recycled packaging will also be supported with a TV and digital campaign from late-August until midOctober.

About Essity

Essity is a leading global hygiene and health company. We are dedicated to improving well-being through our products and services. Sales are conducted in approximately 150 countries under the leading global brands TENA and Tork, and other strong brands, such as Libra, TOM, Handee, Sorbent and Purex in New Zealand. The company’s headquarters is located in Stockholm, Sweden, and Essity is listed on Nasdaq Stockholm. Essity breaks barriers to well-being and contributes to a healthy, sustainable and circular society. More information at www.essity.com. n

View our new CHOOSE WELL TV ad here.

handee.co.nz I purex.co.nz I sorbent.co.nz

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Coca-Cola Europacific Partners Awarded One of the Most Attractive Employees in NZ

oca-Cola Europacific Partners (CCEP) was acknowledged in the 2023 Randstad Employer Brand Research as one of New Zealand’s most attractive employers. CCEP was the top FMCG organisation on the list and placed 16th overall based on comprehensive research of New Zealand employees’ views and perceptions of employers. The research by Randstad revealed that CCEP’s attractiveness to potential employees was based on financial health, job security and career progression. CCEP has been recognised as an attractive employer by Randstad multiple times before, this year’s result is a significant increase in ranking from 28th place in 2022. Randstad Employer Brand Research assesses the relative attractiveness of 150 of New Zealand’s largest companies. The 4,302 members of the New Zealand public who participated in the research were asked to identify the companies that they recognised

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and indicate whether they would like to work for them. Participants evaluated the companies’ attractiveness to employees on factors such as employer salary and benefits, work atmosphere, and job content. “We are very proud to be recognised as one of the most attractive employers in New Zealand. This result reflects the dedication of our people, and this result gives us even more motivation to keep on growing and improving,” said CCEP’s General Manager of People and Culture, Clare Parkes. Randstad New Zealand’s Country Director, Richard Kennedy commented, “It’s fantastic to see Coca-Cola Europacific Partners New Zealand recognised as one of the most attractive employers in New Zealand. Being recognised as one of the most attractive employers in our research is an outcome of the hard work and dedication of its people over many years, to build and maintain a work environment and employer brand that

is clearly resonating with Kiwi jobseekers. “Employer brand reputation has a hugely beneficial impact on a company’s ability to attract, engage and retain talent. The achievement of Coca-Cola Europacific Partners New Zealand in being one of Randstad’s winners this year, reinforces how a compelling reputation can help an organisation stand out in a competitive talent market,” concluded Kennedy. The 2023 Randstad research revealed that New Zealand’s workforce is shifting their preferences and what they expect from their employers, in particular showing that Kiwi jobseekers are prioritising work-life balance. Giving employers the insight to tailor their tactics to attract and keep employees. About Coca-Cola Europacific Partners Coca-Cola Europacific Partners is one of the leading consumer goods companies in the world. We make, move, and sell some the world’s most loved brands – serving 600 million consumers and helping 1.75 million customers across 29 countries grow. We combine the strength and scale of a large, multinational business with an expert, local knowledge of the customers we serve and communities we support. The Company is listed on Euronext Amsterdam, the New York Stock Exchange, London Stock Exchange and on the Spanish Stock Exchanges, trading under the symbol CCEP. For more information about CCEP, please visit www.cocacolaep.com and follow CCEP on Twitter at @CocaColaEP. n

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sustainability #ReblossomNZ: A Case Study

How Reckitt NZ and WWF-New Zealand are working together to reblossom Aotearoa. This year Aotearoa has experienced some of the worst weather this country has ever seen1 , having devastating effects for our people and our environment. These events raise important, pressing questions about our relationship with nature, and have put a spotlight firmly on the impacts of climate change, deforestation, and land development on our natural environment.

his is why New Zealand is ranked the worst country in the world for endangered species2 - 4,000 species are currently threatened or at risk of extinction, half of which are only found in New Zealand3. One of the key causes and concerns, highlighted by environmental leaders and experts, is the removal of wetlands out of New Zealand’s landscape4. To date, approximately 90 percent of

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wetland areas across the country have been lost5, mostly replaced with farmland and urban developments6, and now there is a call for urgent action to protect them for the good of our planet and its sustainable future7. Wetlands form a critical connection between land and water. They not only support an incredible array of plants and animals, but also play an essential role in improving water quality and protecting

against floods8. By acting as a natural sponge wetland habitats can absorb heavy rainfall and filter the water as it is released gradually. They are also critical to protecting our communities from the effects of climate change, and increasing our climate resilience8. Botanica by Air Wick, Reckitt’s home-fragrance brand, and WWF-New Zealand have been working together since 2021 when they joined forces initially for a three-year

partnership, developing the #ReBlossomNZ initiative - a campaign aimed to help restore biodiversity in key areas around Aotearoa through the planting of flowering natives in vital habitats. The campaign, now in its third year, has seen fantastic results and is on track to meet its goal of planting 27,800 flowering natives across the motu. In its first year, WWF-New Zealand and Botanica by Air Wick collaborated with Ngāti

Toa Rangatira, Porirua City Council, Wellington City Council and Greater Wellington Regional Council to help restore the Porirua stream - a degraded urban stream with cultural significance suffering from bank erosion, lack of riparian vegetation and channelisation. The partnership replanted 8,800 flowering natives across an area of 5000m2. In 2022, a symbiotic relationship between Botanica by Air Wick, WWF-New Zealand, the Department of Conservation, Te Ara Hīkoi, Auckland Rowing Club, Auckland Golf and Auckland Council was formed. Its #ReBlossomNZ initiative aimed to focus on re-planting riparian areas surrounding urban waterways across some of Tāmaki Makaurau Auckland’s most prominent golf courses, many of which back onto life-giving streams. The project

involved planting 9,000 natives along the banks of the Tamaki Estuary at Ian Shaw Park in Mount Wellington, the banks of the Taihiki Waterway trail, Pukekohe Golf Course, and the Royal Auckland and Grange Golf Course in Papatoetoe, to help reblossom the area, with the aim of helping the freshwater ecosystems and green spaces surrounding local communities to flourish. By the end of 2023, the third year of #ReBlossomNZ, the initiative will have planted a further 10,000 natives, this time in the South Island where Botanica by Air Wick and WWF-New Zealand are working with partners such as Timaru District Council and Predator Free Canterbury, to undertake planting projects in Gleniti, Temuka, Geraldine, Pleasant Point and Te Ara. “One of our key strategic ambitions at Reckitt is to

protect, heal and nurture in the pursuit of a cleaner, healthier world. This means aiming to work responsibly and sustainably and one of the ways we can do this as an organisation - across all of our brands - is by building strong and collaborative partnerships, between business, government and the charitable sector. We can be more effective when we work together to achieve common goals, such as those of #ReBlossomNZ - to help enhance the biodiversity of our natural environment, and providing a sense of place for our local communities9,” said Rachel Bainbridge, Head of Brand & Trade Marketing at Reckitt NZ. Dr Kayla Kingdon-Bebb, WWF-New Zealand CEO agrees, “Collaborative conservation has made it possible for Project #ReBlossomNZ to help rewild and re-blossom some of New Zealand’s urban spaces. WWF is proud to partner with Botanica to play a part in helping the national PredatorFree 2050 movement reach its goal of ridding Aotearoa of destructive predators and significantly improve our native habitats.” Botanica by Air Wick customers have also been invited to help reblossom New Zealand by planting native trees in their own backyards and enjoy the native birds that come to visit. A gift with purchase of Kōwhai or Mānuka seeds was offered at participating New World stores last month, for anyone who bought a Botanica by Air Wick home fragrance throughout July, alongside a series of giveaways and competitions on social media to celebrate #ReblossomNZ. n 1 2 3 4 5 6 7 8

Niwa.co.nz MfE, StatsNZ, DOC MfE, StatsNZ, DOC RNZ 8 April 2023 MfE, StatsNZ, DOC MfE, StatsNZ, DOC NZ 8 April 2023 Environment Canterbury August 2023

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A Sustainable Revolution The ice cream packaging landscape is undergoing a seismic shift spurred by a harmonious blend of sustainability and cuttingedge technology. The latest FMI insights report shows the global market is projected to surge to a valuation of USD 853.74 million by 2023 and an impressive compound annual growth rate (CAGR) of 4.0 percent from 2023 to 2033; this evolution is sending ripples throughout the industry. The spotlight is firmly on the cup segment, which is expected to maintain its dominance with a robust CAGR of 4.5 percent during the same period.

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profound consumer shift towards mindful consumption and health consciousness is steering the narrative. The impending growth, estimated to be 1.5 times the current market value, reflects the resilience and dynamism of the ice cream packaging sector. Innovative strides are being made with the infusion of Quick Response (QR) codes into packaging solutions. Technology integration augments the consumer experience by fostering direct engagement and facilitating informed choices. The market anticipates a substantial incremental opportunity of USD 47.4 million in the United States from 2023 to 2033. This upswing is attributed to a revival in ice cream packaging trends and a burgeoning product trade. Simultaneously, New Zealand charts a promising trajectory with a projected Compound Annual Growth Rate (CAGR) of 3.5 percent from 2023 to 2033. The surge in demand for singleserve ice creams in response to on-the-go preferences and an appetite for diverse flavours paints a buoyant picture. Manufacturers are harnessing these trends with strategic marketing approaches. Vibrant packaging, QR code-enabled interactions, and personalised experiences are becoming

pivotal tools. Successful ice cream packaging companies are leveraging these strategies: • Colour Play: Vibrant hues and captivating patterns arrest attention on shelves. • Visual Temptation: Mouthwatering imagery triggers instant cravings. • Eco-Friendly Aura: Environmentallyfriendly packaging resonates with conscientious consumers. • Distinctive Flavour: Unique packaging and exclusive flavours evoke curiosity and desire. • Tech Engagement: QR codes facilitate interactive packaging for enriched consumer experiences. • Seasonal Allure: Capitalising on evolving tastes through seasonal themes. • Wellness Appeal: Messaging centred on health resonates with wellness enthusiasts. • Personal Touch: Personalisation fosters a unique bond with customers. • Digital Outreach: Social media campaigns bolster online presence. • Influencer Collaboration: Partnerships with influencers heighten brand visibility. The ice cream packaging arena is poised for a radical transformation guided by consumer preferences and sustainable innovation. As the market evolves, manufacturers hold the reins of change, ready to cater to dynamic consumer expectations while pioneering sustainable packaging practices. n These insights are based on a report Ice Cream Packaging Market by Future Market Insights.

Producing Responsible Packaging Solutions Leaders in the packaging supply chain have joined forces to further advance a circular economy for plastic packaging in Australia.

mcor, a global leader in developing and producing responsible packaging solutions and Mondelēz International, the company with iconic snack brands Cadbury, The Natural Confectionery Company, Pascall and others, have come together to invest in advanced recycling technology pioneers Licella, in an essential step towards ending plastic waste. To work towards net-zero packaging waste, Amcor and Mondelēz International have signed investment agreements to help Licella progress with the construction of one of the first advanced recycling facilities in Australia. Licella will use its innovative, Australiandeveloped Catalytic Hydrothermal Reactor (Cat-HTR) technology to recycle end-of-life plastic back into a crude oil substitute suitable to produce new food-grade plastic packaging.

Cat-HTR is an advanced hydrothermal liquefaction (HTL) technology that uses hot, pressurised water to continuously recycle endof-life plastic that would otherwise be sent to landfills. The new Melbourne facility, Advanced Recycling Victoria (ARV), will initially process approximately 20,000 tonnes per annum of end-of-life plastic, with plans to scale up to 120,000 tonnes per annum. Through Amcor, Mondelēz International will access recycled content from this site to meet much of its Australian soft plastic packaging needs, significantly reducing its need for virgin plastic in Australia. CEO of Licella, Dr Len Humphreys, said this kind of leadership from industry is needed to help bring Australia closer to more sustainable plastic waste solutions that deliver economic and environmental benefits. According to the President of Amcor Flexibles Asia Pacific, Mike Cash, Amcor will meet increasing customer demand for recycled content in the region with this investment and take another step closer to achieving its target of 30 percent recycled content across Amcor's portfolio by 2030.

Customers and consumers are increasingly looking to their favourite brands to offer sustainably packaged solutions, but it's also the right thing to do. According to Darren O'Brien, President of Mondelēz Australia, New Zealand and Japan, the company is committed to taking the lead and responding to its consumers who want their soft plastic wrappers to be recycled repeatedly. "We set new ground when we sourced the equivalent of 30 per cent recycled content for our Cadbury family blocks, but our ambitions are much greater than this," said O'Brien. He continued Mondelēz was on a mission to become the most sustainable snacking company in Australia and New Zealand, and by collaborating with peers and investing in better systems at scale, it's making its business more resilient while creating long-term value for the country and world at large. n

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sustainability

Say Yes to New Zealand Yams

Delicious and colourful New Zealand yams are a staple ingredient in warming meals throughout August.

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ne of the country’s largest yam growers is Halfords based about 10kms north of Feilding in the lower North Island. The varieties grown in these rich soils were brought to New Zealand from Chile by the Halford family in 1869. Commercial yam production began in the 1960s with the Halford family establishing the first markets for this exotic vegetable which has been grown in the same spot ever since. Yams or ‘Oca’ in their native South American home, are harvested from autumn through to the early months of winter and are usually available to retailers until October. The thumb-sized tubers come in a range of colours, making for attractive displays with the red, apricot and yellow tones of the main commercial varieties. In the Andes, yams are second only to the potato as a staple food. They’re a nutritious addition to mealtimes, containing potassium and folate which regulate blood sugar and grow healthy cells as well as vitamin A which supports healthy vision and vitamin B6 for brain development. New Zealand yams are very different to

the tropical yams grown elsewhere around the globe, and in America, recipes that call for yams refer to a sweet potato similar to our kūmara crops. Like many of our winter vegetable crops, yams need a spell of cooler weather and frosty conditions to increase their sweetness and flavour. They have a slightly tangy taste which provides a boost to many favourite Kiwi classics from stews to roasts and even warm salads. Yams need to be stored in a similar manner to other staples such as parsnips or potatoes. Cool, dark conditions are ideal to prolong the shelf life of stock, which should be checked and rotated regularly. n

minutes with

Ollie Puddick

Founder, INNERBLOOM

Ollie Puddick, the founder of Innerbloom, a cold brew coffee company, was originally a full-time professional firefighter and waterman. Puddick was always passionate about health and wellness and fell in love with cold brew coffee while living in America.

“I

loved the ease and the versatility of the product,” said Puddick. Innerbloom’s cold brew coffee innovations aim to be better than customers’ regular coffee in a can, with it being the only organic RTD coffee company in New Zealand. Puddick added that Innerbloom uses natural ingredients in its drinks and brews its coffee using real organic brewed cold brew coffee. “The main reason we differ is our functional difference. We use cacao, l-theanine and collagen to give customers more out of their everyday coffee.” Puddick said that Innerbloom could serve as a model for not cutting corners when it comes to producing RTD coffees, and many companies use things such as coffee extract, a highly concentrated liquid brewed with coffee and alcohol, to mass produce products with a longer shelf life.

Innerbloom is New Zealand-made, allowing customers to choose and support a local premium product of better quality than imported alternatives. Puddick explained that since starting Innerbloom, Kiwis have begun to enjoy and see the benefits of a good RTD coffee in a can, adding that all New Zealanders needed were better options, such as Innerbloom. “We are ahead of the trend with functional coffee in a can. We have some newly formulated recipes that will blow people away.” Sustainability is fundamental to Innerbloom, with its use of organic coffee being central to its business model and philosophy, with organic farms combatting climate change by emitting less carbon than chemical farms while sequestering significant amounts of carbon. “We have partnered with 1percent for

the Planet by pledging to donate one percent of our annual revenue to support non-profit organisations focused on the environment.” Doing business costs the planet, so Innerblooms sees its commitment to supporting the environment as it pays its communities dues for what it takes. The main challenge Puddick sees moving forward is New Zealand companies like Innerbloom competing for a small market, which is why it is exploring export opportunities and different markets, not only FMCG. Puddick’s favourite Innerbloom product is the Elixir, the cold brew coffee with cacao, coconut and vanilla with 5000 mg of collagen in it, a recipe that Puddick formulated himself and one that he was very proud of as it was the first product Innerbloom created. n

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CHECKOUT LOCAL what’snew

V GREEN GETS A TASTE LIFT

The new packaging embodies the essence of V Energy, which is all about spreading positive energy. It reflects beaming positivity while capturing the bubbly, fun and refreshing taste that V is known for and will feature across the range. By changing V Green, both from a flavour and design perspective - V Energy is optimistic that it has met the needs of existing and new drinkers. Over the next few weeks, consumers will notice the new 250ml green cans popping up in stores across Aotearoa, followed by larger cans and bottles. The entire V family will follow the lead of V Green with new-look packaging as part of the roll-out from this week. V Green's evolution builds upon V Energy's commitment to offering new, innovative options to meet consumer tastes and preferences. The new cans join V Blue, V Green Sugar-free, V Blue Sugar-free, V Tropical Tang and V Raspberry Lemonade on the shelves sporting the new logo design and the same great tastes.

UNWRAPPING NEW PIZZA BASES Farrah's Original and Keto Ultra Thin and Crispy Pizza Bases are made with olive oil and baked over an open flame. They are yeast, dairy-free, and vegan-friendly, and the keto option has just 2.1g of carbohydrates per serving. They come in packs of three, with the Original Pizza Bases priced at $6.50 and the Keto Pizza Bases competitively priced at $7.00. Farrah's Original and Keto Ultra Thin and Crispy Pizza Bases can be found alongside Farrah's Wraps in New World and Pak N Save stores nationwide.

ENJOYING CLASSIC TEA BLENDS WITH CAFFEINE Consumers sensitive to caffeine want healthy, plant-based beverages suitable for any time of the day. Catering to this trend, Dilmah has launched the new Dilmah Decaf English Breakfast and Dilmah Decaf Earl Grey. They come in a handy 20-pack of tagged teabags for maximum convenience while offering new occasions for consumers to indulge in a hot ‘cuppa’. Dilmah prides itself on using a natural CO2 method to extract caffeine. Not only is it considered the safest and most eco-friendly process, but it also retains greater levels of flavour and health-giving antioxidants. It retains naturally occurring L-Theanine, which is well known to assist with cognitive function.

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NEW CHOCOLATE FLAVOUR FROM TRADE AID

Trade Aid has released its latest flavour, Lemon Crunch. This rich, smooth, lemon-infused organic milk chocolate, with crunchy New Zealandgrown quinoa puffs, is a delicious treat made with fair trade ingredients worldwide and crafted in Christchurch. All Trade Aid chocolate is certified organic and packaged in compostable materials, making it delicious and good for the environment. Doing good has never tasted so great. To stock this product, contact customerservice@tradeaid.org.nz or visit tradeaid.org.nz

FRUITY GELATINE-FREE SWEETS FOR EVERYBODY Aglobal brand, Fruitella, has created delicious gelatine-free jellies which are vegan-friendly in New Zealand. Crafted with natural colourings and flavours while also being glutenfree, consumers can enjoy Fruitella’s new and fruity Gelatine Free Sour Wrigglers and Gelatine Free Hippos. Available at retailers nationwide.

FROM HIVE TO TASTEBUDS ON FIRE

SERIOUSLY HEALTHY

Introducing Serious Fruit Frozen Grapes: the ultimate treat for modern frozen snacking aficionados. Expertly picked and flash-frozen at peak ripeness, these grapes deliver a burst of refreshing flavour with every bite. They’re a nofuss, easy snack to enjoy straight from the freezer. What’s even better, they are 100 percent natural. Make snack time seriously delightful with Serious Fruit. Available in select New Worlds across New Zealand. Contact info@seriouslyhealthy.co.nz or Sam on 0274067289 for more details.

Concocted in the fiery depths of the hive, Manuka Doctor Hot and Spicy Honey combine Honey New Zealand’s high-quality New Zealand Honey with the buzzing hot flavour provided by Kaitaia Fire Chilli Pepper Sauce to create a 100 percent homegrown taste sensation that’s sure to set tastebuds on fire. The new honey combines the unique flavour of honeydew honey and sun-ripened and barrel-aged cayenne and habanero chillies to create a savoury, sweet and spicy experience. The Hot and Spicy Honey is perfect as a topping, ingredient, or to spice up a cocktail.

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EXPORT FOOTPRINTS ACROSS 120 COUNTRIES

New Zealand’s temperate climate, fertile soil, and surrounding oceans make New Zealand a prominent world leader in food production and export. With an export footprint stretching across more than 120 countries, our island nation has earned a well-deserved reputation for delivering premium food and beverage products to the world.

BY THE NUMBERS Ease of doing business

$2.3b of export deals achieved with NZTE's help (NZD) Source: NZTE Annual Report 2020/21

Raise Capital

$1.3b new investment capital secured by NZTE supported companies (NZD) Source: NZTE Annual Report 2020/21

Connect

6k+ New Zealand businesses currently working with NZTE Source:NZTE Annual Report 2020/21

Strong Sector Performance

$84b export trade deals by our Māori customers Source: NZTE Annual Report 2020/21

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CORNERSTONE OF NEW ZEALAND’S EXPORTS

airy, lamb, and venison form the cornerstone of New Zealand’s exports, solidifying its position as a global frontrunner. Additionally, New Zealand is among the top beef, kiwifruit, apples, honey and seafood exporters. New Zealand producers have capitalised on natural production advantages to deliver a rich diversity of offerings that extend beyond the conventional. While dairy, meat, and seafood remain the bedrock, New Zealand has garnered a burgeoning reputation as a food innovator. From pioneering novel crops to spearheading groundbreaking industries, this nation’s prowess is perhaps exemplified by the soaring success of kiwifruit. The innovation pathway continues to beckon, opening avenues for growth, diversification, and discovery, all bolstered by strategic investments in research and

development. Setting global standards in food safety and biosecurity, New Zealand has cultivated an enviable reputation as a trusted supplier of quality products and ingredients to significant players in food and beverage global markets. A vigilant commitment to food safety and product traceability underscores this journey, underpinned by evidence-based regulations tailored to accommodate business. New Zealand’s culinary prowess isn’t merely a reflection of food excellence; it’s a testament to the nation’s commitment to supplying the very best in food and beverages. The range of products also includes the sweet hum of New Zealand’s prized honey industry. Each year, the nation produces 15,000 to 20,000 tonnes of honey, represented by an impressive $340 million in annual export earnings that continue to grow, painting an exciting picture of an industry buzzing with growth.

Thriving as a premier food exporter, the nation’s innovation and access to highgrade resources charts a successful growth trajectory. Bolstering this vision are worldclass food research institutes, substantial investments in agri-food research, and a closely-knit, collaborative food supply ecosystem. Amidst this landscape, New Zealand’s dedication to innovation, quality, and sustainability shines, paving the way for future growth on a global stage. n

BUSINESS TO THE

WORLD?

Keen to start selling your products or services internationally? Looking for new markets or investment for your business? Wherever you’re wanting to go, we’re here to get you there.

getthere.nz

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ARE YOU MARKET READY?

A close and valued colleague used to say, “The world does not need any more wine from New Zealand”. I disagreed then, and recent data showing the export growth of horticulture (driven by wine) and processed foods (driven by pet food) proves how wrong his thinking.

Craig Armstrong

Director (Customers), NZTE

majority of the world has yet to taste New Zealand. A honey business told me last week that two-thirds of their US consumers are new to Mānuka. No matter how big and dominating we think dairy in New Zealand is, our share of the global dairy market is just two percent. Back in the USA – where the Chardonnay grape varietal is two and a half times bigger than Sauvignon Blanc (and Sauvignon Blanc is only the 5th largest varietal), a Wine Intelligence report commissioned by New Zealand Winegrowers identified 13.5 million potential new consumers (an incremental $365 million opportunity) if New Zealand wine companies can acquire new US consumers who don't currently purchase New Zealand wine. New Zealand is only 1.5 percent of total world wine production. Coriolis noted that we stopped growing market share in Britain once it joined the EU, and since then, New Zealand’s share of UK imports has fallen to approximately one percent. The world does want more wine, pet food, supplements, dairy, and anything else we can grow, harvest, or manufacture. We are far from saturating market share positions. And so, it’s good to see the F&B Market Ready International Buyer’s Guide back in the market after COVID, sharing the best of New Zealand food and beverage with global markets. The demand for - and value of - healthy, tasty, trusted (branded), safe and sustainable/ ethical food and beverage from New Zealand has never been higher (even within shifting channel preferences and affordability

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challenges). If egg prices are high here, consider New Zealand eggs are fetching $3.50 each in Hong Kong. With our domestic market harder to get exposure in and just five million people to serve, why wouldn't you consider Australia (about five chains and dozens of independents), the UK (about 16 chains) or the USA (IBIS reports more than 60,000 supermarket and grocery store businesses, five nationwide and 14 regional supermarket chains)? An Asian and European count is too difficult, but just Google to get some idea of the size and context of the market. Passion, a great recipe, a family story, or a deep love of food will only get you to the border. OMARS, tariffs, safety and compliance, distribution layers, margins/pricing, storage, working capital, understanding consumer needs – being in FMCG takes grit, a lot of love, and requires a certain amount of enterprise, resources, and support. You ARE, however, only a keyboard away from most of that support. Whether specialists; online portals of free curated information; analysis and insights; food and beverage development and production facilities; shipping and logistics; or editorial and solutions. The industry is awash with mentorship, support, and networks of entrepreneurs and those willing to help you on or in your journey. The greatest challenge of getting great food,

beverage, pet, beauty, and body care into the hands of global shoppers is awareness. The Made with Care campaign has been running amongst premium shoppers in five global regions. And whilst Kantar measures its awareness to be one and half times the norm for a digital campaign, it still means that some 60 percent of premium grocery shoppers are less aware of New Zealand food and beverage and, therefore, less likely to consider, prefer or purchase a New Zealand product. That awareness goes two ways - awareness of your brand/product, and why shoppers purchase what they do. Often the most effective ways to understand this are the simplest – stand at the section/aisle and ask the shopper - ditto outside the checkouts. Photo the section, labels, prices, and pack formats; watch what people pick up and put back. Combine these in-market ‘safaris’ with trade fairs and exhibitions, and you'll succeed in achieving two things in a single action – for the price of a plane ticket. A recent analysis of close to 200 food and beverage exporter projects found that what exporters “would do differently” and the “advice (they had) for others” is to understand and validate before acting (see charts).

In summary:

1. Understand the consumer experience with your product. Invest in observation, research, data and analysis to understand shopper decisions and consumer drivers. 2. There are always opportunities for more product innovation. Dial-up unique product differentiators and support with social and storytelling narratives (Include collaborative platforms like Made with Care and trust marks like the FernMark). 3. Adapt your brand to local market nuances. 4. Build your network(s) and your support. Being market ready is not just about understanding the market, but getting your business ‘fit’. n

Buyers aren't coming to you. Buy a ticket and go and look. And that fondly recalled colleague? He's now selling New Zealand and the world his craft beer – I didn’t say to him “as if the world needs another craft beer from New Zealand!”.

Fresh Produce Group New Zealand Ltd

We work with the best to deliver the best OUR RANGE APPLES

GOOSEBERRIES

February-July

November-December

APRICOTS

GREENGAGE PLUMS

BLOOD ORANGES

KIWIBERRY

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(Australian) November–December

January-February

February-March

(Australian) September-November (Organic and Conventional) November-May

CARA CARA ORANGES (Australian) August-October

January-April

MANGO

MEYER LEMONS May-September

PASSIONFRUIT

January-September

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(Organic and Conventional) December-February

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March-April

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(Red and Gold) May-September

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OUR SPECIAL BLACKCURRANTS

New Zealand blackcurrants are delicious and extremely nutritious. The combination of our pristine environment, our climate, high ultraviolet light intensity, and specially bred varieties produce berries rich in colour, flavour and high in anthocyanins, antioxidants, and vitamin C. Acknowledged as a ‘superfood’ there is solid scientific research showing that New Zealand blackcurrants provide a wide range of health and wellbeing benefits. We can supply IQF (Individually Quick Frozen), BQF (Block Quick Frozen), Juice Concentrate, Pomas, Marc in Blackcurrant products and Extract powders.

Get in touch:

RUSSELL FAULKNER

Managing Director +64 21 489 995 russell@freshproducegroup.co.nz

DUNCAN RUTHERFORD

Export Manager +64 21 881 892 duncan@freshproducegroup.co.nz

www.freshproducegroup.co.nz

CARYL COMBE

Shipping and Administration/Accounts +64 27 296 4617 admin@freshproducegroup.co.nz

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RETAILERS NEED TO GO BEYOND DATA AND BE EMOTIONAL

In the challenging retail landscape, where competition is fierce, and consumer expectations are high and ever-changing, one family-run business has managed to carve its name as a leading innovator in design and shopfitting.

Bernhard Heiden

CSO Schweitzer and Creative Director, INTERSTORE

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eet Schweitzer, a dynamic company from Italy’s picturesque South Tyrol region. With a rich heritage rooted in refrigeration, Schweitzer has continuously pushed boundaries and embraced the forefront of retail, delivering custom-made 360° solutions for food and non-food retailers worldwide. “From the outset, our mission has been to work closely with retailers, understanding their unique vision and translating it into exceptional retail experiences,” said Bernhard Heiden, CSO Schweitzer and Creative Director of sister company and retail design agency Interstore. This collaborative approach, combined with a deep understanding of market trends and consumer behaviour, has propelled

Schweitzer to the forefront of the industry. “Our mission is to improve retail performance by developing customised store concepts and solutions,” said Heiden. From its origins in refrigeration, Schweitzer has an innate understanding of the complex requirements of the food retail sector. Respected expertise in this domain allows it to create stunning and functional solutions that enhance perishable goods’ presentation, preservation, and overall appeal. Schweitzer has mastered elevating the food retail experience from intricately designed refrigeration systems to stunning displays and ambient environments. However, Schweitzer’s capabilities extend far beyond the food industry with an enviable prowess in non-food retail that is equally impressive, offering tailor-made solutions that captivate consumers and optimise space utilisation. Schweitzer’s skilled team of designers and shopfitters work to create immersive environments that transform the shopping journey into an unforgettable experience. A holistic solution resonates with the brand

identity and the modern consumer’s demands by considering every aspect of retail, including lighting, fixtures, flooring, and branding. According to Heiden, retailers should go beyond data and be emotional. “Retailers must avoid the temptation of decision-making based only on ever more complex data sets,” added Heiden. “They need to evoke the right mood and emotions to uplift the product offering and enhance customer connection through storytelling, branding and localisation.” However, what truly sets Schweitzer apart is its commitment to innovation and cuttingedge technology. By staying ahead of the curve and embracing the latest advancements, Schweitzer ensures clients are equipped with the most efficient and effective retail solutions. Whether integrating smart technology, utilising sustainable materials, or implementing digital signage and interactive elements, Schweitzer consistently pushes boundaries to enhance the retail landscape. “The best stores are those that effectively tie together a holistic customer journey, so designing the layout and the arrangement

of touchpoints to consider the overarching experience is crucial,” explained Heiden. A deep sense of tradition, craftsmanship, and integrity flows through the core of this family-run business. This family ethos permeates every aspect of its operations, from its close-knit team to its strong client relationships. The personal touch and attention to detail that comes with a familyrun business foster trust and ensure that each project receives the utmost care and dedication. Beyond innovative products and services, Schweitzer also upholds a strong commitment to sustainability. Recognising the importance of environmental responsibility and actively seeking sustainable materials, energy-efficient solutions, and waste-reduction practices. By integrating sustainable practices into projects, Schweitzer contributes to a greener future that aligns with the values of socially and environmentally conscious consumers. “Consumers are increasingly aware of the environmental impact of their decisions, and retailers need to help customers by providing sustainable products and solutions.

“With greater transparency around everything from product air miles to farmer welfare, product packaging and recycling,” said Heiden. As the retail industry continues to evolve, Schweitzer remains at the forefront, adapting and embracing emerging trends and technologies. The agility and ability to anticipate the changing needs of retailers and consumers have contributed to their long-standing success. A commitment to innovation and craftsmanship has not gone unnoticed; with numerous accolades and recognition for outstanding work in the industry, many projects have been awarded prestigious design and shopfitting awards, solidifying Schweitzer’s reputation as a leader in the field. A global reach and impressive portfolio testify to the ability to transcend borders and cultures. With successful projects spanning continents, proven adaptability and versatility in meeting the unique needs of diverse markets and providing tailored solutions to the specific requirements of each location and client, Schweitzer has established itself as a trusted partner for retailers worldwide. n August 2023

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f&bstore check

FLEXIBLE FIT-OUT

Sobey’s concept store in Orangeville, Ontario, Canada, is a flexible shopping format with the fit-out created and designed by European design firm Interstore Schweitzer.

he fit-out uses a ‘Flexstore’ system, which includes various modular features that allow the store to rearrange its internal design to suit the availability and aesthetic of products available in-store, creating unique and tailored retail experiences for customers walking through the door. The modular concept has mobile fixtures, many on wheels, that can be efficiently and quickly rearranged, meaning the retailer can expand, reduce or make other adjustments to various departments as needed, including changing and rearranging entire departments without significant construction costs. This is further enabled by the mobile fixtures attachment to building services like water and electricity, using connections from the ceiling that are fed into the counters and fixtures. This impressive next-generation supermarket elevates the retailer simply and effectively, with Schweitzer’s ‘Flexstore’ design being perfect for mid-range retailers such as Sobey’s, where it is brought forward into the modern ages through its versatility of design by its mobile fixtures and unique lighting, which was custom designed by Imoon, an Italian design and lighting production company. Imoon’s lighting designers have ensured flexibility with their lighting concept design that leverages

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advanced technologies, including special LEDs, for improved ambience and energy efficiency. Schweitzer’s ‘Flexstore’ design has been used by a few of its European clients. This design model caters to the strong interest and demand from grocers to have the ability to adapt store layouts and product assortment more frequently as consumer trends shift, allowing them to maximise seasonal values and produce and meet consumers’ interests, and aesthetic desires

and demands while shopping. Sobey’s Orangeville is an excellent example of a traditional supermarket efficiently moving with the times, with the ‘Flexstore’ model being an investment that will allow the retailer to continue growing and changing with its consumer's trends and demands. Its impactful fresh perimeter departments and the quality of its visual merchandise displays have changed how customers can shop in the stores they know and trust. n

TOP STORES TO VISIT In the dynamic world of grocery retail, the art of fit-out and product placement plays a pivotal role in creating an engaging consumer shopping experience. If you're seeking inspiration to elevate your store's ambience and optimise product presentation, you're in for a

treat. We've curated a list of our top picks that are standouts of innovative fit-out designs and strategic product placements, offering valuable insights for those aiming to enhance retail spaces. These exceptional stores showcase the synergy of aesthetics and functionality.

LØGISMOSE VIN, Mad & Delikatesser, Nordre Toldbod, Copenhagen, Denmark Løgismose has revolutionised the Danish food industry with an uncompromising approach to quality. Starting as a warehouse in the 1980s, which had functioned as an employment agency for dock workers, the Løgismose Nordre Toldbod formed the framework for Løgismose food and wine imports, where initially people could come and pick up a case of wine between limited open hours. However, wine quickly became a daily commodity in Denmark, and people no

longer bought it in specialist shops or from merchants but instead in supermarkets. Several wine merchants closed or tried to find a new way to appeal to customers. At Nordre Toldbod, they started cooking instead. Boeuf Bourguignon, cassoulet, and confit duck leg sold from an open kitchen, freshly made according to recipes from King Hans' Kælder. It turned out to be a bit of a Columbus egg, a simple solution to a complicated problem.

The company have been running this delicacy store on the Copenhagen waterfront since 1982, and to this day, the store continues to be a world-class benchmark for product-first food brands branching into food service and retail. The store combines 4000 of the world's most delicious delicacies with standout cheese and wine departments. Fresh fish is delivered directly from the quay. Dine at the nearby Logismore Spiseri to experience their product directly on a plate. August 2023

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f&bstore check DAVID JONES, Sydney Australia The Food Hall Of David Jones Bondi Junction is among the five top choices for its aesthetic composition. Located in Bondi Junction’s expansive Westfield Shopping Centre, on level four, the store has a sublime lighting concept used strategically to accentuate the delineation of space and enhance material surfaces. Beyond the store is the Food Hall. A comprehensive concept featuring everything from gourmet treats to fresh produce display counters, a communal restaurant, and an Oyster Bar, the store itself is a work of art.

CULINA At Como Dempsey - Singapore Starting in 1994 as a wholesale distributor of fine foods and wines, the Culina At Como Dempsey expanded into a retailer, becoming part of the COMO group in 2012. As a leading purveyor of exquisite, specialised epicurean foods and wines, the store has become a definitive destination for food and wine connoisseurs. Shopping at the Culina At Como Dempsey has become a stylish affair. It stands its ground with panache in a fashionable enclave full of high-

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end stores and restaurants. The spacious minimalist canvas forms the base for bright tropical accents and attentiongrabbing installations. With gourmet cooks and professional chefs, customers can choose from the beautifully presented seafood or butcher counter and then have it served at the bistro. The Culina At Como Dempsey is emblematic of taste for truly refined gastronomy and a passion for elegant entertainment.

FARM BOY, Queens Quay Terminal, Toronto Canada Toronto, Canada’s Harbourfront Farm Boy on Queens Quay, has a store design inspired by an old-school, homely farm look and feel. Starting first in a 300-square-foot produce store on Cumberland Street in Cornwall, Ontario, Jean-Louis and Colette Bellemare opened the doors to their first modest store in 1981 with a singular driving motivator to offer their community the freshest produce possible at the best value. From these humble beginnings, Farm Boy now has over 47 fresh market stores, including the Harbourfront Farm Boy on Queens Quay. Each new store remains true to its roots, providing its customers with high-quality, excellent value products with supreme customer service and a shopping experience that has kept consumers coming back for more. The Harbourfront Farm Boy on Queens Quay has a stunning fresh range, is a visual

highlight, and is effectively presented in wooden counters and shelves. The specialty of this Ottawa-born brand consists of locally sourced butcher-quality meats, fresh

seafood, bountiful cheese and deli counters, fresh baked goods, convenient chefprepared dishes, and numerous private-label products.

PANZER’S DELI, London UK London’s original Jewish deli has served various fine and rare global foods since 1944. Its driving mission is to curate the most excellent epicurean treats for cooking, eating, and entertaining while providing customers with an unforgettable shopping experience. A carefully managed store renovation has further enhanced Panzer’s reputation, aligning its longstanding unique offering with a world-class store environment, complete with a coffee bar for customers to relax at, with arguably the best bagel and housemade Tahini cookies customers could find. Panzer’s team of food experts travel the globe to discover the best and newest products from over 80 countries, from small Italian producers to a citrus farm in Southern Spain, speciality Russian ice creams, to Mānuka honey from New Zealand. Customers can browse the deli’s tempting charcuterie and cheese counters, natural and kosher wines, exotic fruit and vegetables, guilt-pleasure American classics, excellent coffee, sushi, cookies, and more.

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GLOBAL TRENDS FOR FMCG EXPORTERS As the economy slows and consumers worldwide face increased living costs experts from the international business development agency, New Zealand Trade and Enterprise (NZTE), give their insights.

Maggie Christie

Trade Commissioner SINGAPORE

Bella Katz

Trade Commissioner MELBOURNE

e talked about the opportunities for New Zealand FMCG exporters, emerging consumer preferences and the shifting demands impacting the grocery marketplace in New Zealand’s key export markets.

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Kylie Archer

Pete Frost

Trade Commissioner JAPAN

Trade Commissioner CHINA

We began by discussing health and wellness, a sector where the Covid-19 pandemic has impacted consumer behaviour and market trends. “Post-Covid, health and wellness have taken centre-stage in key Asian markets,” said

Singapore Trade Commissioner Maggie Christie. Well-being is now a significant demand driver for healthy snacks such as protein and nut bars in Indonesia, Singapore, and China. New Zealand’s reputation for high-

quality, premium, safe FMCG products remains strong. Trade Commissioner Pete Frost reports from Guangzhou, China, that functional, highvalue nutrition products and supplements supporting a healthy lifestyle were growing significantly. It’s not just consumers who are focused on health. Singapore has taken a proactive approach to combat obesity and diabetes by introducing the Nutri-Grade Mark, which mandates clear labelling of sugar and saturated fat levels on packaged drinks. By the end of the year, these regulations will be extended to pre-prepared drinks such as takeaway bubble teas and juices. Likewise, regulations targeting foods high in fat, sugar and salt are now in force in the UK. Alongside the trend towards healthier eating, busy lifestyles drive demand for convenience in markets like Japan, China, and Korea. Ready-to-heat and ready-to-eat meals are especially popular. Convenient breakfast options like muesli and granola are witnessing a surge in demand, reports Diana Permana, Trade Commissioner

in Indonesia. While the potential for growth in international markets is immense, the journey comes with challenges. Market entry remains costly and time-consuming. In Singapore, Christie explains that competition for New Zealand exporters was increasing. “Australian brands like Carmen’s entering Singapore and experiencing significant growth.” Melbourne Trade Commissioner Bella Katz said that the cost and time associated with building brands and patiently creating a strategy needs to be underpinned with financial resources and a strong and stable base in New Zealand. “Many companies seem under-resourced in their financial capability to expand and grow over time. That pressure to satisfy shortterm financial goals can be detrimental in the mid-to-longterm,” said Katz. In this ever-evolving landscape, consumers are increasingly value-focused, as reflected in the rise of private labels, retail brands,

and high trade spending and promotional activity. To stay ahead, traditional retail leaders must adapt to shorter brand life cycles and the rapid emergence of new trends and products, compounded by the growing influence of e-commerce platforms like Amazon. Nowhere is this more evident than in China. While traditional offline channels remain, consumers also embrace live-streaming influencer sales channels like Douyin. Buyers can ask questions, get an immediate response, make instant purchases, and enjoy fast delivery of products. Brick-and-mortar grocery and pharmacy retail wasn’t going anywhere yet, but they needed to adapt. With consumers often discovering brands online, retailers must invest in their digital presence and elevate their online shopping experience. In the face of mounting competition, where consumers enjoy checking information from various sources before purchasing, brands need to understand their local consumers’ journey and adjust their brand strategy accordingly,

to maximise awareness and impact. Sydney-based Ian Kingham is a Commercial Business Advisor at NZTE, specialising in Food and Beverage. Kingham said it was a struggle to survive in the middle. “Premium segments, like cereals, are performing well. There’s also an opportunity at the value price point. But in this competitive landscape, your brand proposition needs to be exceptional. Don’t come to compete with major brands that can manufacture at a lower cost. Instead, focus on growing your niche, whether premium products or something new,” said Kingham. As affordability becomes a critical factor, knowing the story behind a product or brand can make all the difference in a purchasing decision. Success lies in not just telling that story well but also being attuned to the pulse of the market and the specific occasions and demographics that influence purchasing decisions. In many countries, New Zealand exports to events like Singles’ Day in China drive shopping habits. In Japan, meanwhile, there was increased interest in products that improved sleep and cater to an aging population, according to Kylie Archer, Trade Commissioner in Japan. By having a solid value proposition, knowing their customer, and staying adaptable, New Zealand exporters can unlock the doors to untapped growth opportunities and make their mark on the global stage. NZTE works to increase New Zealand companies’ international success by helping them boost their global reach and build capability. For insights and events to grow your business internationally, sign up at www.my.nzte.govt.nz. n

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UNLOCKING VALUE FOR CONSUMERS IN TOUGH TIMES

According to Mintel’s senior global food and drink and purchase intelligence analyst, Cormac Henry, inflation is squeezing Australian grocery consumer pursestrings in 2023, with 29 percent of surveyed consumers sharing that they were spending more on food for eating at home (excluding takeaways).

Cormac Henry

Senior Global Food & Drink and Purchase Intelligence Analyst, MINTEL

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n New Zealand, budgets are also stretched, with 24 percent of Kiwi consumers describing their financial situation as ‘tight’ this year, up seven percent from the last calendar year. While budgets are squeezed, brands should not assume that a race to the bottom on price is how to win consumer spend. Nutrition will remain a key driver, with 47 percent of Aussie consumers agreeing that health benefits are a key value indicator in food and drink, compared to 42 percent who agree lower prices are key. Offering escapism through the indulgence and joy of food and drink will also remain key as consumers seek respite in uncertain times.

Sustainability will continue to have a low prominence in driving purchases. Yet brands have an opportunity to do more to provide sustainable solutions which help consumers become more frugal with essential resources such as water. Mintel’s 2023 Food and Drink Trends explored how brands can provide value to consumers in tough times. The first noticeable trend was Savvy Sustenance. Cormac continued that 36 percent of New Zealand consumers want to consume more nutritious food and drink, for example, products packed with vitamins and minerals). In Australia, 26 percent of consumers seek more affordable food and

drink options. Henry explained that brands can marry the two by offering nutritious food and drink that fills bellies but doesn’t empty wallets. In the immediate future, this means helping consumers unlock more nutritional value from the products they may already buy. For example, products high in protein often communicate their muscle maintenance benefits but do not necessarily call out protein’s ability to help consumers feel fuller. Naturally, nutritiously dense products such as nuts, fruits, and vegetables are also well positioned to win here, providing key nutrients with greater cost efficiency versus products that have been vitamin and mineral fortified to make them more nutritionally complete. The second trend Mintel noticed was Unguilty Pleasures, as Henry said that stressful times see food and drink come to the rescue, with 43 percent of New Zealand consumers eating comfort foods to relieve stress. Brands can lean into offering consumers shameless indulgence that helps alleviate stress and promote pleasure at home. Partnering with food service brands to introduce retail products is one way to recreate the pleasure of restaurant tastes more affordably at home. Brands can also play with limited edition products that offer consumers hidden flavours or multitextural layers that vary the texture and taste experience within one product. Further opportunity exists in unlocking

pleasure through self-care. Positioning the at-home cooking occasion as a mindful, self-care moment can take the ‘chore’ mentality out of cooking. Partnering with meditation apps with curated playlists designed to accompany cooking can be one engagement strategy. The third trend Mintel analysed was the Worth of Water, with 2023 signifying a year in which sustainability could be viewed as lower on the agenda for many consumers while inflation continues and price over ethical credentials is prioritised. However, consumers are becoming more tuned into more specific sustainability issues. Twenty-two percent agreed that water shortages were a concern. Unfortunately, Australian and New Zealand consumers are now well accustomed to the impact extreme weather events have on water supplies and the knock-on impact this can have on food and drink supplies. Water in the spotlight means companies and consumers will look for solutions promoting more resourceful water use. Concentrated products are one solution that is water efficient, versatile, and customisable. Concentrates also have the added benefit of reducing the carbon footprint in transport (as the consumer adds the water to their home) and have longer shelf lives, reducing food waste. n

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EYES WIDE OPEN

Cameron Gordon

Partner & Head of Client Growth INCITE

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Cameron Gordon is Partner and Head of Client Growth at Incite. Headquartered in Singapore and Indonesia, Incite supports global food and beverage brands to enter and grow export markets across Southeast and North Asia.

“I

ncite’s portfolio of clients is primarily made up of Australian, New Zealand, and UK food and beverage brands wanting to grow their export businesses to Singapore, Malaysia, Thailand, the Philippines, Indonesia, Hong Kong, Taiwan, and South Korea,” said Gordon. Incite provides market analysis services to its clients, supporting their brands to understand their category using competitor analysis, supply chain margin analysis, advising on target grocery distribution channels, and the investment required for clients to enter retail channels in target export markets.

“Going in eyes wide open makes all the difference.” Gordon continued that Incite’s core function was to broker distribution for its client brands across these growth export markets. This entails engaging with the most substantial potential in-market importers and distributors on behalf of its clients to appoint the best-fit distribution partner in each market. From there, it’s about account management, which includes supporting appointed distributors to get the best out of the partnership. Incite has a marketing team based in Asia that provides a wide range of localised in-market digital marketing services to clients for specific markets.

Currently, Incite works with New Zealand export brands, including Cookie Time, Ingham, Dairyworks, Pitango and Vitaco, and previously the company had worked with Fonterra. “We’re excited about opening export markets for new clients Avalanche and Forty Thieves.” Typically, Incite’s client brands are well established within their category in their domestic markets, primarily for the brand's pricing competitiveness, scalability and ability to invest in export markets. Gordon emphasised the importance of these qualities for brands, as the Southeast and North Asian markets Incite works within require investment from brand owners. Costs associated with listing products into new channels and the marketing and promotion investment required to grow the brand in a new export market quickly add up. For this reason, brands need to be well-resourced if they want to succeed in these markets over the longer term. There are opportunities across all categories in these export markets. The importance is getting the fundamentals right. This includes implementing a pricing strategy so that brands can be priced competitively within the markets they want to enter and grow, as no amount of marketing or high-quality product can push consumer purchasing if a product feels too expensive vs. competing brands within the category. The healthy functional beverages category is experiencing growth across the region. The Singapore government has introduced recent regulations on sugary beverages, with new labelling requirements and restrictions on the marketing of sugarbased beverages. The general plant-based category is also experiencing growth in these markets. However, Gordon says that while there has been significant growth in demand for plant-based meat alternative products across Western markets, the category in

Singapore and Malaysia was still finding its feet. “There are a lot of players. Impossible and Beyond were first to market, but I still don't think consumers across the markets we work in completely understand the value proposition of these meat alternatives within the scope of how they fit within their local cuisines.” Successful brands have realised the importance of localising their products for new export markets. Gordon said it was important to note that the region has some of the most open markets in the world, including Singapore and Hong Kong, meaning that competition within these markets was astronomically intense. The primary focus of a brand should be to understand the needs and wants of consumers in new export markets. Issues and trends that resonate with the New Zealand consumer will differ for consumers in new target export markets. Halal certification is crucial for local Muslim consumers in Malaysia and Singapore but not for expat or local Chinese consumers in both markets. Seeking to understand consumers in each export market was imperative to meet them on their terms. Value is another key driver in the Malaysian and Singapore markets. The nature of imported products means they are sold at a higher price versus locally produced products. While Singaporean consumers have some of the highest spending power globally, they are much more likely to buy when products are on price promotion. Consumers can be fickle with little brand loyalty, so having wellthought-out marketing and promotion activities are vital to generating trial and repeat purchasing amongst consumers. n

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CAPITALISING ON GLOBAL TRENDS AND EMERGING MARKETS

In an exclusive interview Tim Foulds, Head of Insights at Euromonitor International, sheds light on New Zealand’s unique selling points and potential to leverage global consumer trends.

Tim Foulds

Head of Insights EUROMONITOR

oulds emphasised that the success of New Zealand’s marketing strategy, exemplified by the 100% Pure New Zealand campaign, is deeply rooted in the association with sustainability, green practices, and pristine landscapes that give rise to eco-friendly and sustainable products. New Zealand’s triumph in specific product categories is notable, with dairy products, wine, meats, fish, and fresh foods, such as Kiwi fruits, enjoying significant success in the global market. Additionally, the country has excelled in niche markets with high-end premium products, positioning itself as a provider of unique offerings. A recent New Zealand Trade and Enterprise campaign called “Made With Care” further bolsters the country’s global image by supporting marketing efforts and online presence. This campaign accentuates the narrative and experience behind the products, resonating with consumers worldwide. One prominent trend that has gained momentum is the growing interest in supporting local products. Foulds highlighted that this interest often translates to supporting smallscale producers that can play on their provenance rather than corporations, an area where New Zealand has thrived. The country’s clean, green, and premium image has granted it a competitive advantage in the global market, particularly in Asia. New Zealand-made products such as Manuka honey, craft beers, biscuits, snacks, and ice creams capitalise on the established marketing strategy that resonates with consumers seeking exclusive, high-quality products and experiences. Foulds pointed out four prominent global themes with significant market potential: health, plant-based products, snacking, and private-label and ready-made meals.

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Health consciousness has surged worldwide, triggered by the pandemic and governmental measures like sugar taxes and restrictions, particularly in Europe and Southeast Asia. This has led to greater demand for clean labelling and organic products. The plant-based market has seen substantial growth, although challenges persist in replicating the taste and texture of traditional alternatives. Innovations in cell-cultured food, exemplified by Singapore’s pioneering efforts, are changing the landscape of plant-based products. Snacking habits have evolved during the pandemic, focusing on indulgence and excitement for consumers in New Zealand and Australia. Snacking innovation now features more local flavours and caters to consumers’ health needs.

Private-label and ready-made meal companies have also experienced remarkable growth, offering premium variants of popular categories. Highquality ingredients have become crucial in response to heightened health awareness among consumers. Despite the support for local products during the pandemic, cost remains a significant driving force behind consumers’ purchasing decisions, and as such, supermarket own-brands may benefit. Products with a more premium price point must emphasise health, plant-based, and sustainability aspects in order to offer a compelling value story beyond price. The pandemic’s impact on consumer behaviour has shifted the focus to online shopping, presenting opportunities for smaller brands to explore export avenues

and direct-to-consumer sales, thus bypassing the traditional supermarket channel and enabling a direct connection to consumers. Establishing a strong online presence and social media marketing that tells a compelling product story allows these brands to compete effectively. New Zealand’s sustainable branding and alignment with global trends position it for continued success in the international market. By capitalising on healthconsciousness, plant-based products, snacking innovations, and private-label excellence, the country can leverage emerging markets and meet the evolving needs of global consumers. n

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TOP TEN CONSUMER TRENDS FOR 2023

Consumer behaviour has changed significantly in 2023. Impacted by ongoing socio-economic global events that have resulted in inflation and adaptation in the market for producers, suppliers and supermarkets to continue to cater to consumer needs during these times.

lobal market research expert Innova detailed the leading consumer trends in 2023, of which ten significant ones were felt worldwide. These include the redefining of value, affordable nutrition, generational push, plant-based (unlocking a new narrative), farming for the future, quick quality, devouring digital, revenge spending, un-puzzling health, and positively imperfect. Cost and value for money have become increasingly more critical to consumers worldwide, with many investigating and exploring different money-saving strategies. These strategies have tested brand and supermarket loyalty as consumers become more financially savvy with purchasing decisions, frequently choosing cheaper alternatives to the brands they usually buy and cooking at home from scratch. Despite this, consumers have continued to be adventurous, sampling new

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experiences and ensuring their wellbeing while supporting planetary health. Innova's insights show that after value, these are significant players influencing consumers purchasing. The demand for more international and exciting flavours has pressured manufacturers to cater to the duality of value and innovation. Inflation and cost of living have impacted the supply chain. Budgets are tight, and supplies are under strain, forcing brands to adapt and become flexible to cater to consumer demands. Innova emphasised that brand success during this time heavily depends on a deep understanding of where consumers will and will not compromise. Price increases and flexible ingredient lists are short-term solutions. To make these short-term solutions worthwhile, and to give brands longevity during these times, communication with customers about the benefits of products is imperative.

Innova's Global Insights Director at Innova, Lu Ann Williams, explained that redefining value throughout the food and beverage industry is a leading trend as consumers seek brands that listen, understand, and respond to their core values. She continued that consumers want brands that provide quality, trust and confidence through product formulations, communication, and broader sustainability actions. While ongoing political and economic struggles and conflicts have become concerns amongst consumers, the planet's health is the leading issue that consumers are worried about. Affordable nutrition aligns with consumers' increased investment in their well-being as they search for affordable ways to maintain a healthy diet. This will test brands' capabilities and innovative potential in new ways as they attempt to meet these

consumer demands. Investment in the growing food technology space to extract the most value possible from raw materials throughout the production process will be areas for manufacturers to consider. Younger generations have more significant digital engagement, creating trends and defining what markets should provide through this interactive world. For Gen Z and millennials, food and brand choices often align with their lifestyles, beliefs, and values. These consumers share their views with a broader audience and have been raised in a world to do so, which pushes manufacturers to meet their demands. The most significant demand for the digital consumer is the development of products with international and exciting flavours. A strong, positive digital presence and the introduction of novel flavours are essential for brands' popularity with these consumers. This generational push and influence of younger consumers over trends in the FMCG market can be closely related to the growing need for brands to utilise and invest in the digital space. 'Devouring digital' refers to technology becoming a more prominent factor of brands' success. The immersive and interconnected nature of the digital world has a direct impact on reality. Innova's research suggested that forward-thinking food and beverage brands have integrated themselves into the digital space allowing them to connect with consumers and create personalised experiences in a whole new way. Farming for the future is a trend that Innova related to consumers' increased concern about where ingredients are sourced from. This concern is intertwined with consumers' interest in having products aligned with their values regarding health, fairness, sustainability, and waste. As production techniques have experienced innovation and improvements with vertical and regenerative farming methods, brands must demonstrate to consumers how this benefits farmers, people, and the planet to meet their eco and socially-conscious demands. Plant-based trends have been ongoing for years. However, the rise of the plant-based sector has come up against challenges with its rapid growth, as the taste and texture of plant-based products can be hit-andmiss for consumers. For this category to continue its growth trajectory, brands must refocus on product development for plantbased products to be level with traditional alternatives. Along with plant-based, convenience is another segment experiencing rapid growth. Consumers are increasingly time-poor and

busy, leading to a demand for convenience options that are still healthy and nutritious. Quick quality analyses consumer needs for convenience that incorporates the element of freshness associated with home cooking. This has led to the development of ‘just add’ and ‘just heat’ options, making the cooking experience more straightforward while maintaining the health benefits consumers want. Innova's ninth trend, unpuzzle health, refers to consumers' demand for health foods verified by trusted certifications, which can be identified on its packaging. Clean and straightforward labelling that makes it simpler for the consumers to discern between the benefits of products they purchase will be critical to the brands' success and building consumer trust. Despite health's growing importance to consumers, little luxuries and treats, especially during times of financial strain, are also important, as this meets both consumers' emotional and physical needs. This has sparked Innova's revenge spending trend, where consumers have continued to seek uplifting experiences and luxuries that tap into nostalgia through limited edition releases of longstanding favourites. Finally, Innova's final trend for 2023 is positively imperfect. Sustainability is a crucial issue and concern; however, consumers are more concerned with brands' efforts and openness rather than perfection. Innova's research has shown that compromises made to achieve a positive goal are more likely to be accepted and forgiven with honesty and an explanation of aims. Williams continued that Innova had seen consumer demand for value redefined throughout the supply chain, with creative and flexible approaches to using technology and reducing waste proving pivotal. With financial concerns dominating, 2023 is a significant year for new developments that answer these varying trends. n

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SHAPING A SUSTAINABLE FUTURE FOR THE FOOD INDUSTRY

Anuga is the premier networking and purchasing platform for the national and international food industry and a pivotal meeting point for all relevant key players.

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n the face of supply shortages, resource scarcity, and dynamic pricing, Anuga, the world's leading trade fair for the food industry, has become even more critical. Here, decision-makers from around the world have the opportunity to establish supplier relationships and engage in multilateral import and export transactions. This year Anuga will take place from October 7th to 11th, and is dedicated to ‘Sustainable Growth’. Anuga 2023 will shift the paradigm to conducting business in a manner that aligns with

important matters for the industry, community, and planet. The fair places a strong emphasis on addressing the issue of food waste. Millions of tons of food are wasted annually worldwide, while millions continue to suffer from hunger. Anuga aims to foster discussions and explore sustainable solutions by providing a platform for intensive exchange exhibitors and leading institutions. This exchange is in line with the interests of consumers. According to a recent survey by Anuga Knowledge Partner, Innova Market Insights, consumers prioritise conscious measures to reduce food waste as part of their sustainable efforts. Anuga offers a unique opportunity to forge partnerships and showcase product innovations that can significantly improve the sustainability of the global food system.

Addressing Global Challenges In addition to the leading exhibition, Anuga hosts side events that delve into pressing topics, such as a UNIDO conference addressing the challenges of hunger, particularly in rural areas and discussing possible solutions. The future will bring additional challenges due to climate change, among other things. This includes the need to feed double the number of people, compared to 50 years

ago, with a 60 percent increase in food production necessary by 2050. A comprehensive and sustainable approach by the agricultural industry is thus indispensable to reach these goals. Subjects such as supply chain disruption will also take place. The aim is to bring together various stakeholders, including representatives from the food industry and those involved in developing and implementing HREDD regulations, to present approaches to minimise adverse effects. Anuga allows exhibiting companies to donate surplus food and sample products to food banks. This not only helps alleviate hunger but also conserves valuable resources. The Tafel Deutschland will be present at Anuga and will offer information on the donation process and subsequent distribution. Anuga 2023 presents a unique platform for the food industry to unite and shape a sustainable future. By actively participating in discussions, forging partnerships, and showcasing innovative solutions, the industry can collectively address the global challenges of food waste. Let’s join forces at Anuga in Cologne and drive positive change towards a more sustainable food industry. n

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SUPPORTING LOCAL

The Australian consumer has become more inclined to alcohol-free drinks. According to the director of Drakes Supermarkets, John-Paul Drake, the days of grape juice as a non-alcoholic alternative are gone, with innovation for non-alcoholic beers, wines and spirits, such as gin and vodka, increasingly improving aligned with consumer demand for the whole flavour experience, just without the alcohol.

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“W

e’re also seeing a desire for nostalgia products, things that we ate as kids, were discontinued and are starting to come back, think Toobs and Pollywaffle. Sometimes, there’s no need to reinvent the wheel,” said Drake. Cross-category brand collaborations have also become a segment full of product innovation, including popcorn, lollipops, flavoured milk, lollies, chips, and fast food brands. These collaborations have all amplified brand recognition with different market segments. Dietary alternatives are another area of category growth, with consumers’ taste and texture being imperative so consumers don’t have to compromise on flavour for products aligned with their health or allergen needs. “Our customers love our blue and green price tickets, these identify gluten-free and organic products easily on the shelf, and

John-Paul Drake

Director DRAKE SUPERMARKETS

it means they don’t have to go to specific sections in the store to find products that meet their requirements.” Drakes’ values are centred around supporting local manufacturers and suppliers, and it holds a local-first sourcing mentality, which its customers appreciate and support. Despite this, there has also been significant growth in Asian product categories, with particular demand growing around highquality, authentic Indian and Chinese foods. While the cost of living pressures and the continued inflation rate has impacted households across Australia and globally, Drake said that the supermarket has absorbed price increases from its supplier partner of raw ingredients to keep prices as low as possible for consumers, reducing Drakes Supermarkets’ profit margins. “Long-term, however, this won’t be viable, so we will continue to look for innovations

that will add value to our customers.” Introducing and expanding Drakes’ own Value Brand has allowed the supermarket to be price competitive with the home brands from the major chains, providing its customers with a low-budget, quality option on its shelves. Drakes have seen a shift in consumer purchasing towards these value products and phantom brands. However, customers are also still looking for quality products. Drake continues that the supermarket has built its reputation on delivering brands that consumers know and trust, with its central focus resting on supporting its supplier partners and offering new product innovations. According to Drake, the supermarket’s Distribution Centre’s Warehouse Management System by World Chain Stores is world-class, using voice-directed warehouse processes for order assembly, forklift and loading operations. The voice-based transactions allow for real-time maintenance of inventory levels and allocating the best next-picking assignment to drive productivity. Drakes suppliers have responded positively to the supermarkets booking system, with the Inbound Portal allowing suppliers and transportation partners to schedule deliveries in the warehouse based on a combination of available capacity, booking slots, product mix and receiving history. “It sounds over the top, but it increases efficiencies in receiving goods.” Online shopping makes up a minimal percentage of the supermarket’s total store sales, with its customers enjoying coming in to shop. Despite this, Drakes understands that consumers are more

time-poor than ever, with its relationship with delivery services, such as Uber Eats and Menulog, having received positive responses from its consumers. Drakes also has an online catering service, which has continued to grow due to one key common denominator: high-quality and convenience. Furthermore, the supermarket has developed a myDrakes app, a loyalty program without loyalty, allowing it to reward customers instantly with money from their grocery shop. Customers can also store digital receipts and fuel vouchers, earn money for their community group and be automatically entered into Drakes competitions on qualifying transactions, all with a single scan. “Feedback on the app has been positive, with more features to be rolled out in the future.” In October, Drake hinted at a significant upcoming programme that he had been sworn to secrecy. He could reveal that it was unique and had not been done in an Australian supermarket before. “We’re proud to hold strong relationships with our supplier partners and will have several exclusive collaborations to celebrate our 50th Anniversary in 2024, so watch this space.” n August 2023

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demand for summer fruit staples

Director of produce at Save-A-Lot, Bob Hylka, has seen the seasonal shift between supply and customer demand. Based in St. Ann, Missouri, Hylka said that the summer season has been the peak in demand for produce.

Bob Hylka

Director of Produce SAVE-A-LOT

“T

his seasonal shift has indicated the growing demand for what produce customers want,” said Hylka. In the United States, there has been a recent resurgence in demand for summer fruit staples, with berries being a popular choice for customers, especially strawberries. There has been a continued demand for typical summer fruits as well, such as melons, cherries, and stone fruit. Hylka added that due to barbeque season, there had been a strong demand for vegetables to grill, such as corn. Freshly cut fruit has also been in high demand recently, both locally and internationally sourced. New innovations have been made throughout the grocery retail industry to assist customers, notably value segments. Hylka added that many side dish offerings are available in the produce department, with suppliers constantly on the lookout for the best-fitting items to encourage repeat purchases. Within the United States, Hylka said that

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there has been specific improvements in imported grapes, blueberries and cherries. “Products from South American regions have improved over time in quality and in flavour, and would now be considered to be very good or excellent,” said Hylka. The most recent Chilean cherry season was one of the best that Hylka can recall for both flavour and quality reasons, as well as the price and availability of the produce. The Food Safety Modernisation Act in the United States will enact the 204 section in 2025, and will allow for faster identification and rapid removal of potentially contaminated food from the market. Hylka said that this will require grocers, suppliers and farmers to be able to provide full traceability to products, down to farm, field and lot levels. The new Act will see regulators require this information within 24 hours in the event of a recall or investigation. While there are still supply chain issues within the United States, Hylka added that it seems to have lightened compared to

previous years. Weather events and Labour shortages are still the largest effect on supply. Many growers in the United States are growing to their regular everyday business, as well as contract volume. This is predicted to lead to less and less surplus across many categories. “Retailers that play the spot market every week will struggle for supply when inevitable shortages occur. More retailers are working contracts and supply agreements which will keep them in stock and relatively competitively priced when markets tighten up.” n

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Koelnmesse GmbH Messeplatz 1, 50679 Köln, Germany Telefon +49 1806 002 410 anuga@visitor.koelnmesse.de August 2023

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Ignacio García Magarzo Director General, ASEDAS

proximity distribution model

Ignacia García Magarzo, the director general of ASEDAS, said that Spanish supermarkets had shown exceptional resilience in the face of a challenging few years with the pandemic, extreme weather, economic crisis and war in Ukraine.

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his was a common denominator for Spain when, along with Canada, it was one of the few countries with the lowest out-of-stock products back during the swine-flu outbreak. This was made possible by a proximity distribution model, widely used and known for its efficiency in Europe. The model is supported by a business structure that can be characterised by a better balance between formats and types of company than in other neighbouring countries. With a significant role played for regional companies supported by purchasing alliances and wholesale distribution with broad reach, equating to one food distribution establishment for every 1,886 inhabitants in Spain. This territory coverage means that 96 percent of the population can shop within 15 minutes of their home. Magarzo said that it was essential to highlight the ability of entrepreneurs to take quick, flexible and risky decisions during these times of crises and to acknowledge the commitment and responsibility service food distribution employees have shown to consumers during this time. Companies in Spain have responded to the current cost of living crisis by raising prices as little as possible, as late as possible. This is possible due to the competition within the sector in Spain, driving companies to reduce margins and has resulted in losses for some due to the high cost of energy. “Faced with this situation, the sector is calling for measures to ensure access to energy at competitive prices and fiscal restraint, among other things,” said Magarzo. When addressing how supermarkets have catered to the changing consumer, Magarzo said that adaptation and its broad reach for locals was one of ASEDAS’ strengths. During the pandemic, the locality of ASEDAS was an essential part of the company’s success. Shopping locally allows customers to adapt food purchasing to their needs in a convenient location. Secondly, ASEDAS’ locality has meant that with the current cost of living crisis, customers are monitoring and controlling spending, shopping more frequently for value deals. Magarzo continued that Spain’s efficiency of food distribution means that consumers’ purchasing trends and preferences can be quickly communicated to suppliers, allowing the agri-food chain to adapt to consumer demands and needs at any given time. “This has been seen in recent months, with a greater consumer preference for substitute products with lower value.”

Faced with this situation, the sector is calling for measures to ensure access to energy at competitive prices and fiscal restraint, among other things. Magarzo explained that E-commerce in the food sector had grown significantly due to the pandemic. Many companies where motivated to adapt digital and logistical platforms to meet the consumer demand for easy-to-use, efficient platforms for shopping while facing pandemic-related restrictions. Following the pandemic, research showed that there had been a ‘return to the physical store’ based on the consumer feeling more significant control over their spending in the physical challenge. However, this return to the physical store is in conjunction with a now-established omnichannel spending option, allowing consumers to choose preferred channels according to their needs. Magarzo stated that Spanish supermarkets, like the European retail sector, faced a triple transformation, its three categories organised between digital, environmental, and skills transformation. He continued that these were all areas of growth that supported the sector’s competitive edge, with a need for investment of up to six billion euros by 2030. Digital transformation enables the sector to evolve into an omnichannel industry that can deliver excellence for the customer experience. Investment in this area promotes automation across the value chain and creates opportunities for expanding advanced analytics to allow businesses to grow and increase their operational efficiency. Sustainability transformation is a critical area that could help reduce the impact of volatile energy prices and promote and drive environmentalism across regulatory compliance and the growing consumer demand for sustainable food options and choices. In the third category, skills transformation, Magarzo said that developing professional skills was an imperative foundation for the growth of the other two categories, increasing performance and ability to adapt. The Spanish food distribution sector’s most significant transformation over the

last two decades was with the development of the modern business structure, which Magarzo said made it possible for businesses to attain high levels of efficiency throughout the supply chain. This, in turn, supported businesses in developing specialised insights into consumers, allowing the marketing of products to be done more effectively. Magarzo continued that the industry faced the coexistence of regional companies and large supermarket chains, as well as family businesses, cooperatives and franchises, each offering unique and varied store models and product ranges. “All of these contribute to an enormously rich and very competitive local offer that consumers benefit from every day. Other essential elements are the development of associationism, especially reflected in purchasing alliances, which allow the smaller companies to compete on a level playing field.” The rise in investment in innovative products, logistical processes, internal organisation, marketing, and the integration of technology were essential factors that allowed small companies to compete, particularly with the growth of technology to support the management of the ranges of goods available, logistics, and gaining insight into consumers and their demands and behaviour. The current cost crisis, which has driven inflation that the likes of Europe has not seen for decades, has significantly impacted every aspect of the grocery industry, as businesses have attempted to pass on as little of these costs to the consumer as possible. According to Magarzo, food distribution, being the closest link to the consumer, has acted as a dam and instead passed on to suppliers the changes in consumption. However, the Spanish agri-food chain has shown again its efficient model, working together in service to the consumer. The availability of online shopping has transformed the Spanish supermarket industry less than it has other sectors, such as electronics, fashion, or travel. Magarzo attributed this to the widespread availability

of local supermarkets, with supermarkets close to consumers nationwide, making shopping convenient. However, he added that many supermarkets offer omnichannel grocery options to meet consumer needs, and are experiencing consistent growth in online services to achieve equal economic, social, and environmental sustainability as physical distribution. “In terms of physical store changes, it is important to note that almost 50 percent of the retail network in Spain is new.” This newness is a combination of refurbishment and new openings of retail stores. These investments are significant for their role in the economy and employment rates, including the investment it puts into energy efficiency and customer convenience. When discussing industry challenges, Magarzo stated that food distribution would need to keep pace with consumer demands and needs, a challenge Spanish supermarkets must overcome and learn to adapt their stores and offers to suit varying consumer groups and their differing needs. Magarzo said that the supermarket was likely to evolve towards a service centre model, with supermarkets offering additional services with their primary function as a food store, such as banking. The sector has begun its path towards the circular economy, and this will be an ongoing challenge that will need to continuously evolve to meet and potentially exceed targets set by the United Nations and the European and national administrations. “To this end, it is essential that fiscal burdens do not accompany environmental obligations and that we, as a sector, are allowed to assess ways of achieving them with flexible and realistic deadlines.” To achieve all this, the Spanish supermarket sector will need a training framework capable of providing committed and motivated talent to meet the standards of what Magarzo concluded was valuable in terms of quality employment and the offer of great career opportunities. n

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HOW FHA TRADE SHOWS FIT WITHIN A BUSINESS’ EXPORT MARKETING MIX FHA trade shows play a pivotal role in a business’ export marketing mix by offering a dynamic platform to showcase products, forge international connections, and explore new markets.

of the competition and to develop new products and services that meet the needs of your customers. Build relationships with key decisionmakers: FHA is a great place to build relationships with key decision-makers in the food and beverage industry. You will have the opportunity to meet with buyers, distributors, and other industry leaders who can help you to grow your business. Whether you are looking to attend or exhibit, FHA is the perfect choice. It is the largest and most important show in the region, and it offers a unique opportunity to reach a large audience of potential customers, learn about the latest trends in the industry, and build relationships with key decision-makers

he diverse range of attendees, including buyers, distributors, and industry experts, allows businesses to assess demand, gather market intelligence, and tailor their strategies accordingly. By participating in FHA, businesses gain exposure to global trends, fine-tune their offerings, and align their products with the preferences of international consumers. Why Choose FHA to Attend (or Exhibit): FHA stands as a premier global event that brings together the entire F&B ecosystem, making it an unrivalled opportunity for both exhibitors and attendees. Businesses looking to attend can access a wealth of products, innovations, and industry insights

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all under one roof, facilitating efficient market research and networking. Reach a large audience of potential customers: FHA attracts over local and international visitors from all over the AsiaPacific region. This means that you will have the opportunity to reach a large audience of potential customers who are interested in your products or services. Learn about the latest trends in the industry: FHA is a great place to learn about the latest trends in the food and beverage industry. You will have the opportunity to see new products and technologies, and to network with experts in the field. This information can help you to stay ahead

How to Use a Trade Show to Make New Relationships and Boost Your Brand: Trade shows like FHA offer a fertile ground to cultivate new relationships and amplify brand recognition. Exhibitors can engage with potential clients, distributors, and partners, fostering genuine connections that go beyond a transactional nature. Networking events, seminars, and B2B meetings provide opportunities to exchange ideas and explore collaborations. To boost a brand, exhibitors can focus on creating an inviting booth that reflects their identity, offering interactive experiences, and sharing impactful content through presentations or demonstrations. Tips on Getting the Most Out of Attendance (or exhibiting): For attendees, thoroughly research the exhibitor list, schedule meetings in advance and actively engage with industry frontrunners. Engage actively with exhibitors, ask questions and leverage on onsite event and post-event networking. For exhibitors, design a booth that’s not just a space but an immersive experience. Equip your team with the

right knowledge and resources to leave an indelible impression. Spark interest, ignite conversations, and convert leads into lasting partnerships. Utilise the event app that allows you to collect leads and follow promptly after the event On-the-Ground Experiences - How a Brand Can Boost Exports, Comments from a Successful Exhibitor: “The participation of all the attendees has enabled us to expand our brand awareness, due to their high profile and qualified competence. Without any doubt FHA-Food & Beverage is the biggest show to attend in Asia when it comes to the food related industry.” - Giulia Eugaddi, Geofoods S.r.l (Italy) “This is our first participation in an exhibition in Asia. FHA-Food & Beverage has been the perfect event for us to meet with our Asian clients and to further promote our company and products. Great work and support from the fair organiser. We will participate again next year.” Miguel Romero, Europastry, (Asia-Pacific) FHA trade shows serve as a vital

cornerstone within a business’ export marketing strategy. FHA events offer a comprehensive experience for attendees and exhibitors alike, facilitating connections,

brand elevation, and invaluable market insights that contribute to successful global expansion. n

DELIVERING VALUE

Woolworths, like all Australian produce grocers, is very aware of the impact that inflation is having on Australian families.

spokesperson from Woolworths said that a range of factors such as commodity prices, electricity, transport, raw materials and labour could influence the increasing prices of shelf stock, driven by higher wholesale costs from suppliers, varying from product to product. “We are always working to sensitively manage these pressures and deliver value for our customers, which is why we offer more than 6,000 specials every week,” said a spokesperson. Across Woolworth’s vegetable range, there are currently lower prices than that of the same time in 2022. This has been linked to better growing conditions. The supply of fresh fruit and vegetables in 2022 was impacted by heavy rains and weather disturbances in key growing areas. With far better weather in 2023, there has been a great supply of produce, which has helped to deliver value and quality. Woolworths has advised customers to

always shop in season. Its Odd Bunch fruit and vegetable range has seen a significant uptake as well, priced at least 20 percent

off the standard shelf price across a range of popular fresh products. n

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THE GENERATION OF RESILIENCE

Waitrose, the renowned UK retailer and supermarket, shared its latest consumer trends. The retailer analysed consumers’ behaviour and purchasing decisions, dubbing shoppers as savvy and resilient in the face of rising food prices, climate challenges, and a shifting political stage both domestically and internationally.

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James Bailey

Executive Director WAITROSE

“O

ur research found that people are becoming, even more, budget conscious, seeking out ways to save on their weekly grocery bills,” said a spokesperson for Waitrose. In the retailer’s survey from 2022 to 2023, 72 percent of respondents reported being more mindful of their grocery budget. More than a third added that they were very concerned about the rising cost of living and how it would impact them over the coming months. Thirty-two percent said they were looking for sales and unique offerings more than ever. A quarter of respondents said they were creating economic shopping lists and keeping to them, with 27 percent taking to plan meals to save money.

“The events of the last year have created a difficult backdrop for many people, and like all supermarkets, we’ve had to judge the mood and react. We’re seeing some big changes,” said Waitrose executive director James Bailey. One of these changes has been the increase in purchasing forgotten foods such as fish heads, beef shin, ox cheek and lamb neck. Tinned food sales are also soaring, and tinned Spam sales are up 34 and 36 percent, respectively. “With shoppers being more mindful of their grocery budgets and shopping around for more offers, we have responded by doubling down on our good food promise. We believe budgeting shouldn’t mean compromise.” However, in conjunction with rising food

prices and budget-conscious behaviour, consumers have also been turning to food as a form of catering to their emotional wellbeing, sweet foods and treats being a small yet significant way for consumers to have daily luxuries. According to Waitrose’s research, 46 percent of consumers are buying more sweet treats, with custard tarts, eclairs, and cappuccino mousse being the top three bestselling desserts for the retailer this year. Included in the small indulgences segment is an increase in the popularity of consumers buying a bottle of wine (36 percent) or house plants and flowers (39 percent). While consumers are budgeting and taking small indulgences where they can, they are also increasingly asking more questions about where food is sourced and the climate impact of what they eat. Twenty-two percent of Waitrose’s survey respondents said they now consider the carbon footprint of products, and 35 percent said they are prepared to put things back if there is too much packaging. Many are also concerned about animal welfare (28 percent) and whether or not workers are pretty compensated (22 percent). Furthermore, the pandemic has made many people prioritise their health and wellbeing. When respondents were asked what the key to happiness was, ‘being healthy’ topped the list, with 34 percent stating they were now trying to eat ‘more healthily’ most of the time. ‘Spending time with friends and family’ was a close second. Quality over quantity has come hand-in-hand with health, eco, and budget-conscious consumers, with most respondents to Waitrose’s research sharing that they were buying fewer but better products for budget and health reasons. n August 2023

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NEW MARKETS FOR GROWTH Exporting is an important part of the business of many NZFGC members whose brands we see daily on supermarket shelves.

Raewyn Bleakley

Chief Executive, New Zealand Food & Grocery Council

or some, exporting outweighs what they sell on our shores, while others are looking to break into new markets to open up growth opportunities beyond what can be offered domestically. When I’m overseas and I see products from Aotearoa New Zealand in supermarkets, or our wines on a wine list, it gives me a rush of pride. Though exporting is good for the companies involved. and can make us feel good about performing above the expectations of a small nation at the bottom of the world, we all need to be aware our prosperity depends on trade. Ministers of Trade, government officials and organisations such as Trade Works and the New Zealand International Business Forum work hard to expand opportunities and improve conditions for our companies in overseas markets.

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According to the Ministry of Foreign Affairs and Trade, trade is critical to our economy. We can pay for the goods and services we import from overseas only by selling to other countries. At the moment, international trade (exports and imports) makes up a whopping 60% of New Zealand’s total economic activity. Goods exports grew 13% to $72.0 billion for the year ending December 2022, while goods imports grew 21% to $80.1 billion. Supporting open markets through free trade agreements is a logical response to the nature of our economy. Our relatively small scale and population of only 5.1 million people means we simply can’t produce at affordable prices the diverse high-quality goods we import. We are also in the fortunate position as a country that we can produce much more volume than our small domestic market can sustain. The number of jobs New Zealanders are in either directly in export sectors or in supporting sectors amounts to around 600,000. Many of these are in the regions, supporting local economies. For many members of NZFGC, overseas markets provide opportunity for their businesses to grow to a scale that simply could not happen in New Zealand alone. Free trade doesn’t benefit just our exporters. Our open economy has meant our importers and consumers now enjoy access to a much wider and more competitively priced range of goods and services. Without imports, New Zealanders would not have access to anything containing a computer chip – such as

mobile phones, computers, and smart televisions. The competition provided by imports contributes to a wider range of quality products at internationally competitive prices than would be possible if we could buy only from ourselves. While we support further reform of the grocery sector to enhance competition for consumers and provide suppliers greater confidence, imports are a critical factor in our domestic market operating well. This year we’ve seen progress in trade agreements, with a UK free trade agreement, and as recently as 11 August, New Zealand and Australia signed a Sustainable and Inclusive Trade Declaration. This year we also mark 40 years of Closer Economic Relations with Australia. Last year, Australia represented 15% of our total exports and $29 billion in two-way trade. The Declaration builds on the success of CER and amplifies the commitment to a rules-based international trading system, the advancement of a net-zero transition, and the delivery of sustainable development for our communities, including ensuring that the rights and economic interests of indigenous peoples are reinforced and not undermined by international trade and investment policy and activities. So, we should value the work of many of our favourite local companies making it big on the international stage, and be grateful for the range of goods importing provides us and those working hard to facilitate trade. n

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ASIA NEW ZEALAND

Thailand, a country of 71 million people with a per capita GDP of close to $11,000 NZD, is not only the second largest economy in Southeast Asia, but a growing source of innovation in the food and beverage industry.

Ethan Jones

Senior Adviser (Business) Asia New Zealand Foundation Te Whítau Túhono

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ith a rising middle class – which has doubled in size over the past ten years to 45 million citizens – Thailand is experiencing a surge in shopping experience adaptation. These market characteristics made Thailand an obvious destination for the Asia New Zealand Foundation Te Whītau Tūhono Māori Food & Beverage Delegation in May 2023. We selected nine of the country’s most innovative Māori business leaders to visit Singapore and Thailand for ten days to meet with distributors, supermarkets and attend Asia’s largest food and beverage trade show THAIFEX Anuga. Our objective was to help delegates learn more about the ASEAN business environment, explore opportunities and build networks in the region.

Two highlights of the trip were visiting a mall in downtown Bangkok that housed the luxury supermarket chain Gourmet Market and the Tops Food Hall. Firstly, the scale was massive, this supermarket was easily three times the size of your local New Zealand supermarket, but more interestingly was the layout and shop design. Unlike the rows of narrow headhigh isles we have at home, the supermarket was based around product experiences. In the fruit and vegetable section for example, there were stands where the supermarket staff let you taste a range of produce. The modern-day equivalent of the old Thai fish markets was also impressive, where customers can purchase fresh products, then visit a nearby restaurant that will prepare and cook them. These service offerings are directly incorporated into the supermarket’s customer service under the catchy slogan “you hunt, we cook”. Such bespoke services cater to busy uppermiddle class professionals that don’t have the time (or desire) to cook. Supermarkets have rapidly adapted to their customer’s lifestyles, providing convenient options that address the needs of local office workers. This includes a range of pre-peeled fruit

portions, such as sliced pomelo or a bite-size piece of durian. For New Zealand companies exporting to Thailand, understanding these consumption preferences is crucial to becoming a relevant and preferred brand. Secondly, the delegation better understood the value of regional hubs such as Singapore. As the richest country in Southeast Asia, with a GDP per capita more than 1.5 times that of New Zealand, Singapore is well known as a springboard to the rest of Asia. Both geographic and demographic factors – such as its small wealthy population, rule of law, English as an official language and strong business incentives – make it an

influential market. However, the aspect that really stood out to the entrepreneurs was the innovative nature of the food sector. An island the size of Lake Taupō, Singapore currently imports around 90 percent of its food from 183 countries, however, recent supply chain issues due to COVID-19 and export bans by countries such as Malaysia have provided significant challenges. We heard from the Singapore Food Agency that the government has committed to a plan of 30 percent selfsufficiency in food production by 2030. The country is also focused on reducing its vulnerabilities by increasing the diversity of

its supply chains to ensure the consistent supply of critical nutrition sources. We saw these innovative ‘grow local’ initiatives in action, while visiting Shiok Meats which is the world’s first company to grow crustacean meat (such as shrimp, crab and lobster) at scale from natural stem-cells in a lab. Understanding emerging technologies such as these will be critical to New Zealand’s export future, as it has the potential to reduce the demand for land and sea grown meats. There is also clearly potential for New Zealand businesses to develop partnerships that leverage our clean green providence story, expertise in food research innovation as well as proven capacity to deliver safe and healthy food products globally. On-the-ground learnings such as these provide crucial in-market insights that the Foundation utilises to equip a diverse range of New Zealand businesses to thrive in Asia. My key takeaway from this ten-day food and beverage delegation was that while we need to engage more with partners in Asia, it’s important that we value them not only as potential export markets but also as innovation powerhouses in the food and beverage industry. n August 2023

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Tanya Barden

CEO, Australian Food and Grocery Council

AUSTRALIA’S FOOD AND GROCERY MANUFACTURING FUTURE While almost everyone is familiar with the essential items Australia’s food and grocery manufacturing industry puts on supermarket shelves daily, perhaps not many people know it is the largest manufacturing sector in the country.

ustralia food and grocery manufacturing industry employs nearly 300,000 people and has a total annual turnover of over $133 billion. Food and grocery manufacturing is a vital industry. One of the lessons from the COVID-19 pandemic has been the importance of Australia having its manufacturing capabilities. The toilet paper hoarding of 2021 and the $12 lettuces of 2022 were only the high-profile examples of systemic challenges that got people thinking about the supply chains we rely on to deliver everyday essentials to supermarket shelves. There is much greater awareness of the need

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to make things in the country. In its landmark report, Sustaining Australia: Food and Grocery Manufacturing 2030, the AFGC presented a plan to grow the value of Australia’s food and grocery industry to $250 billion by 2030. That plan envisages building Australia’s high-value exports to growing markets, particularly in Asia, and, despite the recent years of disruption, the goal has not changed. Central to that ambition is increased innovation and increased investment. At the same time, sustainability is growing as both an industry focus and a community expectation. Food and grocery manufacturers understand these drivers and are responding to them. The AFGC is leading the development of a national soft plastics recycling scheme that captures used plastic packaging at the curbside and turns it into new, food-grade packaging in Australia. This industrysupported and funded initiative will drive the creation of a new, advanced recycling industry in the country. Innovation is also taking the form of new packaging designs that increase recyclability, increase the use of recycled packaging materials and decrease food

waste. Mars Wrigley introducing paper wrappers for its Mars, Snickers and Milky Way chocolate bars, and Nestlé wrappers containing 30 percent recycled plastic for KitKats, are great examples of businesses responding to the sustainability challenge. The global and economic disruptions of recent years mean every aspect of making food and groceries in Australia has become more expensive and complex, and the challenges of attracting capital are constant in a changing global marketplace. The AFGC continues to advocate for new incentives to encourage investment in domestic manufacturing capabilities. The federal government has signalled that it understands the importance of sovereign manufacturing capabilities in Australia with the establishment of the $15 billion National Reconstruction Fund. The work of growing Australian food and grocery manufacturing is ongoing. With 40 percent of the industry’s workforce in regional Australia, it is especially important for the future of the communities outside our major cities. Food and grocery manufacturing isn’t just an economic driver for the nation – it’s communities’ lifeblood. n

EVOLVING TO CONSUMERS DEMAND Founder and CEO of Wholesome Bowl and FMCG industry expert Mez Jamali said that the new establishment of his business highlighted the importance of driving as much trial as possible so that people become familiar with the brand.

Mez Jamali

Founder and CEO WHOLESOME BOWL

“K

ey to this is to have the product available in as many stores nationwide as possible, making it easy for consumers to find,” said Jamali. ACV (all commodity volume) is the single data point that will most influence a private label business such as Jamali’s Wholesome Bowl in the next 6-12 months. Jamali continued that crucial to this goal is ensuring Wholesome Bowl’s product’s omnipresence across nationwide stores,

enhancing its accessibility to consumers. ACV is the pivotal indicator of reach, embodying the company’s strategy of embracing a trialfirst approach to earn customer loyalty. ACV measures product distribution in a way that considers its retailers’ selling potential. It is a metric that can be employed that gives a great snapshot of the quality of the distribution network. The percentage ACV is a number measurement of a store’s total sales of all products relative to the sales of all relevant retailers in a given territory. Wholesome Bowl is placing innovation at the forefront of its strategy to maintain its growing consumer base and gratify loyal shoppers. This innovation predicates discerning and responding to consumer demands. Consumers gravitate towards nutrient-dense, affordable, and cost-effective food amid the current economic climate. Guided by these pillars of health and affordability, Wholesome Bowl is poised to sustain an innovative trajectory. Jamali explained that meeting the evolving consumer demands for healthier and more sustainable products was necessary to stay ahead of market trends and swiftly implement changes.

“We’re witnessing a rapid transition towards the ‘Functional Food era’, anticipated to supersede the ‘Free From’ era characterised by gluten-free, fat-free, sugar-free offerings, among others.” He continued that this progression reflected a nuanced interpretation of the health trend. As an illustration, a survey by Kerry discovered that 42 percent of consumers across 16 nations had elevated their purchase of functional foods over the previous year. Another report found that two-thirds of adults in the United States look for food and drink with added vitamins and minerals. In light of the health concerns amplified by COVID-19, half the global consumers now express greater faith in functional food’s medicinal attributes. Wholesome Bowl is committed to introducing innovation to align with this trend and consumer expectations. The brand’s instant noodles are fortified with 17g of protein, six grams of fibre, and 16 vitamins and minerals, providing consumers with a convenient, affordable means to enrich their dietary nutrition. “Thus, we aim to be a part of the paradigm shift in consumer buying behaviour and the evolving narrative of functional food.” n August 2023

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BRITAIN EXPERIENCING A FROZEN FOOD RENAISSANCE Britain is experiencing a frozen food renaissance despite enormous pressure on the frozen supply chain.

Rupert Ashby

Chief executive of the British Frozen Food Federation (BFFF)

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ince the British Frozen Food Federation (BFFF) was formed in 1948, frozen food has come a long way and is now a staple of the weekly shop for households across the United Kingdom (UK). The category is performing well, despite the frozen food industry facing a series of challenges, including the COVID-19 pandemic, the war in Ukraine, Brexit and inflation. Recent Kantar data has exemplified the frozen food industry’s strength, as in the 12 weeks to the 11th of June, volume sales of frozen food grew by 7,559,000 tonnes compared to the same period last year. The value of retail frozen food sales also

increased, up 19.9 percent (£326,501,000). The frozen sector is outperforming fresh and chilled, with the latter’s volume sales down 3.3 percent, as consumers pick up frozen products to help stretch their budgets through the cost-of-living crisis. In February 2023, Which?, the UK’s leading consumer research and rights advocate, captured the prices of own-brand fresh and frozen products across eight popular food categories from nine large UK retailers. The comparative prices showed that consumers could achieve savings of up to 86 percent when comparing fresh and frozen products. Frozen, premium products, such as fish, ice cream and confectionery, have decreased volume sales more than other products. This may not be surprising as shoppers have become more budgetconscious within the current economic climate. Savoury food, vegetables, pizzas, potato products, and ready meals have driven category growth. As the COVID-19 pandemic accelerated the growth of remote and hybrid working, people are spending more time at home, allowing frozen to be a choice for the lunchtime meal occasion. “There’s been 19 percent growth of lunchtime occasions featuring frozen food in the past two years,” said Birds Eye marketing director, Jim Shearer. Plant-based frozen food is an excitingly innovative category, growing as more consumers look to the freezer for vegetarian and vegan options. Products that replicate the taste of real meat account for 82 percent of sales, while the remaining 18 percent comprises conventional veg-focussed products. The brand, Unconventional Taste, won the Gold Award at the BFFF’s British Frozen Food Awards 2023 in the Best New Meat-Free Product category for its Unconventional Plant-Based Burger. More shoppers are buying into frozen,

such as seafood, and there is an expectation of further innovation and variety in premium frozen products as consumers swap eating out for eating at home to save money. Princes debuted in frozen with their trio of frozen marinated kebabs made from 100 percent chicken breast. Unlike the crowded market of breaded and battered products, Princes offer a natural, healthy, premium frozen product. Rupert Ashby, chief executive of the BFFF, said the innovation across frozen was impressive and encouraging. “Especially considering the important role the sector has to play as we look towards a future of increased value for the consumer,” stated Ashby. BFFF members are facing a range of challenges. Most notably, rising ingredients and labour costs continue to drive food inflation. Energy prices remain high by historical standards, which has impacted this energy-intensive industry. When you add to this the ongoing issues around importing and exporting goods to and from the EU, the challenges facing the frozen food sector are immense. Throughout this period of economic uncertainty and industry challenges, frozen food will continue to be a much soughtafter category. When looking to the future, the frozen aisle will continue to provide value for money for budget-conscious shoppers, exciting innovation and a wider variety of plant-based and premium offerings. Frozen food will continue to become popular among a broader consumer base. n

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DIVERSE OPPORTUNITIES Exploring Opportunities and Challenges: Expanding Your New Zealand Food Business into Australia’s Food and Grocery Sector

Nick Hogendijk

Managing Partner HEXIS QUADRANT

he walls have kept closing in for many New Zealand food and grocery suppliers over the past few years. The Foodstuffs and Woolworths New Zealand duopoly has a clear stranglehold on the Kiwi grocery consumer. The post-Covid reality, for many, is the past few years have only made business more difficult. Suppliers have been faced with aggressive changes to their customer’s operating and trading models, retail media has become yet another grab for cash by the retailers who want even more of your hard-earned funds, and the retailers themselves have embarked on a clear multi-channel strategy ranging from store formats to ecommerce offerings, home

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delivery, click and collect, dark stores, and the list goes on. So, with the two leading retailers working hard to consolidate their positions in a highly uncompetitive market as they employ their diverse strategies, why don't their suppliers? Expanding customers beyond the duopoly should be a priority. If reducing dependency on the duopoly isn’t top of mind for many suppliers, then it should be. A diverse customer portfolio is critical to any business’ stability. Having less of a “need” to do business with customers perceived to have a balance of power is a fundamental necessity in any modern marketplace. The vast Australian food and grocery market presents an enticing proposition for New Zealand food growers, producers, and manufacturers seeking growth opportunities beyond their borders. With shared geographical proximity and similar consumer preferences, tapping into the Australian market seems logical for businesses looking to expand offshore. However, while the potential rewards are significant, there are essential considerations, potential risks, and costs that demand careful evaluation before taking the leap. Australia’s thriving food and grocery sector offers diverse opportunities for New Zealand businesses. Some key advantages include the geographic proximity between New Zealand

and Australia making it easier to navigate supply chain logistics and transportation. Both countries share many cultural similarities, including a preference for highquality, natural, and sustainably sourced food products. There is a growing demand for organic and specialty products as Australian consumers are increasingly conscious of their food choices, seeking organic, artisanal, and specialty food items. New Zealand food growers and producers, known for their commitment to sustainable practices and unique offerings, can cater to this emerging demand. Retail and online distribution channels with well-established retail and e-commerce infrastructure are another advantage. Australian food retailers, specialty stores, and online platforms provide ample opportunities to reach a broad customer base. Australia’s thriving food service industry, encompassing restaurants, cafes, and hotels, offers a significant market for New Zealand businesses to supply bulk quantities of highquality produce and food products while potentially gaining efficiencies. Australia’s population density and market size are an advantage, resulting in a more substantial domestic market. This higher population density drives higher demand for food products, influencing the scale of production and distribution networks.

A New Zealand food grower, producer, or manufacturer looking to expand their business into Australia has several customer channels they could consider. Some potential avenues include wholesale distribution, as Australian wholesale distributors connect with thousands of customers across many channels. Partnering with Australian wholesalers allows the producer to supply their products to a vast network of customers. This channel is ideal for large-scale distribution and reaching a broad customer base over time. Utilising retail chains as for many New Zealand suppliers, the first thought may be selling products directly to major retail chains in Australia, such as Coles, Woolworths, Aldi, or IGA. This can provide significant exposure and access to many consumers; however, only some retail chains can be accessed in Australia. There are several other retail chains beyond the Australian grocers, including Australia’s $10 billion convenience store sector and other retail channels such as hardware, pharmacy, liquor, department stores, and more. Utilising popular Australian online marketplaces like Amazon Australia, eBay Australia, or local food-focused platforms can help reach customers nationwide without needing a physical presence. Additionally, the evolution of social commerce continues to gain traction through social media platforms. According to Australia Post, “One in six adults say they've purchased a product from a social media platform, but this number jumps to one in four among women aged 18 to 39. Facebook was the most popular platform for purchasing, followed by Instagram, then TikTok, and those buying socially.” According to one major foodservice distributor, the Australian Foodservice sector is estimated to represent approximately $12$13 billion in wholesale sales value. Targeting the food service sector, including restaurants, cafes, hotels, and catering companies, can provide opportunities to supply bulk products for commercial use. While these are significant opportunities for the well-prepared supplier looking to expand, there are also other avenues to expand in Australia, including specialty stores, as approaching specialty food stores and gourmet markets focusing on highquality and unique products can be an excellent way to target niche markets and customers who appreciate artisanal offerings. Participating in farmers' markets allows direct interaction with consumers, enabling them to showcase their products' freshness, quality, and uniqueness. This approach can

also help build brand loyalty. Collaborating with Australian sales, marketing and distribution companies or hiring sales agents already established in the market can effectively navigate local regulations, preferences, and supply chain logistics. Partnering with Australian food importers who specialise in bringing foreign products to the Australian market can simplify the process and provide access to an established distribution network. Building an online store specifically for the Australian market or partnering with local e-commerce platforms can offer a direct channel to consumers. Finally, participation in food fairs

significant opportunities for the well-prepared supplier looking to expand, there are also other avenues to expand in Australia . . . and trade shows in Australia allows for direct engagement with potential buyers, distributors, and other industry professionals. It should be noted that when entering the Australian market, it’s essential to research and comply with relevant regulations, labelling requirements, and consumer preferences in Australia. Additionally, understanding the competitive landscape and conducting market research will be crucial for a successful expansion. The Australian food market is highly competitive, with local and international players vying for consumer attention. New Zealand businesses must differentiate their offerings and establish strong branding to stand out in this crowded landscape. While proximity is an advantage, transpor-

tation and logistics costs must be managed, especially for perishable goods, to ensure market competitiveness. Currency fluctuations between the New Zealand Dollar (NZD) and the Australian Dollar (AUD) can impact profit margins, making it essential to implement risk management strategies. This can be mitigated in part by using strategies like Ex-Works pricing. Brand recognition can also be challenging as launching a brand in a new market can never be as simple as ‘set and forget’. Building brand awareness and trust in a new market is challenging. Brands should be prepared for the time and resources needed to establish a solid presence in Australia. While there are similarities between New Zealand and Australian consumers, there are also nuanced differences in taste and preferences. In some instances, adapting products to cater to the Australian palate may be necessary. Food security and self-sufficiency is another significant challenge. Due to Australia’s larger land area and agricultural diversity, it has higher levels of self-sufficiency in food production compared to New Zealand. Conducting thorough market research to understand consumer preferences, trends, and competitors is a upfront cost. Meeting Australian food regulations and labelling requirements might involve additional testing, certifications, and compliance documentation expenses. Establishing or partnering with a reliable distribution network in Australia involves transportation, warehousing, and logistics costs, and building brand recognition in a new market necessitates investment in marketing, advertising, and promotional activities. Expanding a New Zealand food business into the Australian food and grocery sector presents a promising opportunity for growth. While the cultural similarities and market proximity provide a favourable starting point, careful consideration of the potential risks and costs is essential. By approaching the Australian market with a well-informed and objective outlook, New Zealand food growers, producers, and manufacturers can position themselves for a successful and sustainable expansion into Australia’s flourishing food industry. I When you are looking to expand into the Australian marketplace, set a strategy, identify the proper channels and customers for your brand, identify and understand your risks, and know your financials. n Want help? Call Hexis Quadrant’s consulting services for personalised guidance and support to help you navigate this vibrant market’s unique challenges and opportunities. August 2023

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PRODUCTS THAT RESONATE WITH GLOBAL TASTES Welcome to this snapshot of the New Zealand food and beverage sector, where flavour, sustainability, and innovation converge. New Zealand's product innovation takes centre stage in this special edition with a robust offering to the international food sector showcasing New Zealand food and beverage brands. Delving into the narrative behind each brand – with stories of resilience, and ingenuity, we present a curated selection of brands that embody the essence of New Zealand's food expertise. These brands have combined heritage with innovation, delivering products that resonate with global tastes while maintaining the standards that New Zealand products are known for. This special edition offers an insight into a range of export-ready New Zealand food and beverage brands that stand tall within the demands of the international marketplace.

CROSBY EXPORTS

Crosby Exports has been an exporter in New Zealand for over 35 years. Since its founding in 1987, Crosby Exports has been known for its quality services and exceptional efficiency. No matter what service clients are looking for, Crosby Exports always try to meet and exceed expectations and to ensure complete satisfaction. The company exports a wide range of foodstuffs and non-food products, focused on providing what customers are looking for and what is available for export to their respective countries from manufacturers in New Zealand. The company’s key focus is to manage all the purchasing, documentation, and

air and ship freight requirements for its customers from various vendors to help save time and maintain costs effectively. Its services are not limited to what’s currently available but to expand networks and product range wherever possible. The company supplies a wide range of customers, including supermarkets, wholesalers, retailers, and importers and is open to other interested parties. It has various export licences, including wine, dairy, and meat, which allows the company to export these to various countries. Crosby Exports’ suppliers also keep the company fully informed

about current and new products that may spark customer interest. It also actively does market research to expand supplier networks to meet customer requirements and interests. The company has cultivated strong relationships with freight forwarders, shipping companies, and vendors. Due to these networks, it can consolidate orders for its customers and manage all the processes involved in purchasing and shipping, which helps save time and money. For more information, email info@crosbyexports.co.nz or visit www.crosbyexports.co.nz.

Raj Swamy (MIntBus, BCom) Managing Director

1B, 331 Rosedale Rd, Albany P.O. Box 302-249, North Harbour Post Centre, Auckland, New Zealand Telephone: 64-9-415-6819 Mobile: 021 576 812 email: raj@crosbyexports.co.nz

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FOURFLAX

As a leading animal health supplement brand, Fourflax has a range of premium crafted quality products that target common concerns for pet lovers and furry friends. Director of Fourflax, Nick Swift, said that the company uses fully traceable, locally grown flaxseed (linseed) grown by farmers in mid-Canterbury, which he described as the arable heart of New Zealand. The flaxseed is then cold–pressed to food-grade standards in Ashburton, allowing Fourflax to create supplements with unrivalled Omega 3 contents that offer pet owners real solutions. “There is a huge movement towards humanisation in the pet food industry, and we meet that need perfectly.” Swift continued that the company’s supplements use premium quality human food grade ingredients commonly found in human nutrition, which customers can identify with and understand how they can benefit their pets. Fourflax offers products within four animal health categories, including Condition, Movement, and Balance. Products come in oil or powder format and are all designed to be easily added to the usual daily feed. With eye-catching branding and packaging and easy-to-understand product names to ensure that customers can quickly identify the products of interest, Fourflax takes pride as a small, familyowned business that is flexible and responsive to the

different needs of export markets. As a current exporter, Fourflax’s premises has a Risk Management Programme, which the Ministry for Primary Industries regularly audits. This ensures food safety and quality is second to none and is suitable for export worldwide.

Swift stated that Fourflax would like to work with local distributors to discuss marketing and branding strategies and decide on the best action.

For more information, please contact Operations Director Nick Swift at nick@fourflax.co.nz or call +64 03 308 3345.

FRESH PRODUCE GROUP

Fresh Produce Group markets specialty fresh and frozen produce and seafood from New Zealand and Australia worldwide. Fresh Produce Group sources and exports a premium range of fresh New Zealand produce from a select range of growers nationwide. The company works closely with the growers to ensure the produce it exports meets customer specifications and expectations. All the produce is hand-picked, ranging from apple varieties, blackcurrants, passionfruit, and strawberries to kiwi berries, gooseberries, Chilean baby kiwis, and more. New Zealand’s marine environment is just over

four million square kilometres of ocean, the fourth largest marine environment in the world, home to over 15,000 marine species. Fresh Produce Group harvests from New Zealand’s pristine waters with select suppliers to export a comprehensive range of premium New Zealand seafood, including hoki, silver warehou, red cod to pacific oysters, mussels, arrow squid and more. Managing director Russell Faulker said that the company ensures consistency and quality of export through its established quality controls and joint ventures with growers and suppliers. Faulkner continued that Fresh Produce Group had solid relationships with its logistics partners, where

the business could cater and follow shipments globally to end-consumer’s specific needs. They sell directly to retailers and wholesalers, which allows them to receive prevalent market information in a timely fashion so that Fresh Produce Group can adjust supply to what the market needs.

For more information, contact Russell Faulker at russell@freshproducegroup.co.nz or +64 21 489995.

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f&blocal to global HONEY PAIHIA

Honey Paihia is the home of mānuka honey, where the bees produce the world’s best mānuka honey in the world’s most pristine and stunning place, Paihia. Anyone who has ever visited Paihia knows just how beautiful the clear skies of the Bay of Islands are, creating the perfect conditions for producing high-quality honey. As a boutique, local and long-time honey producer, wholesaler and retailer, Honey Paihia draws upon the well-visited tourist location of Paihia, giving the honey the perfect platform for local and global buyers and cultivating instant brand recognition with its customers. Retailing its honey in Paihia has meant that the brand has buyers worldwide who recognise and know the Honey Paihia brand well. Mānuka honey has gained a global reputation with buyers for being natural and good for health and vitality. Consumers want to support small and local producers such as Honey Paihia, where the profits return to the community where the product is made, and the food miles are low, making our honey very sustainable. Honey Paihia sells 100+ mgo, 263+ mgo, 500+ mgo, and 800+ mgo mānuka honey in various sizes to meet the budgets and needs of the astute honey buyer. Packaging options include zero-waste glass and recyclable PET plastic, and each of the brand’s

labels have been designed to clearly show the manuka flower in full bloom along with subtle colour differences in the backgrounds allowing customer recognition for their favourite Honey Paihia mānuka honey grade. Apiaries are kept in the same locations to achieve a more consistent taste between batches and packing, and best-before dates are completed with a five-year window from the date the honey is packed, giving ample shelf life. The honey is extracted, stored and packed within

the New Zealand Risk Management Programme. The mānuka honey is laboratory tested to ensure Honey Paihia meets the stringent New Zealand Government classification for export-grade manuka honey and is eligible for various overseas markets regulations. This confirmation is printed on its higher grade mānuka honey label New Zealand Certified Export Quality Mānuka Honey. For more information, please contact Craig Salmon at sales@honeypai.nz or +6421 412 741.

NEW ZEALAND LIVE FISH MARKET The New Zealand Live Fish Market sources high-quality, freshly caught fish and seafood from local New Zealand fishing vessels. The company takes pride the in the care and pure environment from where its seafood comes from, with its range including New Zealand lobster, crab, Paua (abalone), yellow foot abalone, blue cod, wrasse, marble fish, eel, Pacific oyster, green-lipped mussel, diamond clams, moon shell clams, storm shell clam, tua tua, cockle, and all kinds of fresh, chilled fish. Clintin Frew, the managing director of the New Zealand Live Fish Market, said that the brand was determined to interact closely with its customers to provide all kinds of 100 percent pure, wild, fresh seafood from New Zealand to suit customer needs. “We are constantly looking for and developing new product lines and strive to provide high-quality raw materials and services for all seafood lovers,” said Frew. All of the brand’s products are of the best export

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quality in the country. Frew adds that the company takes great pride in its quality-assurance standards, ensured through its set up of factories controlled under the Risk Management Plant audited by the Ministry of Primary Industries New Zealand. Frew said that to meet these quality standards, brands such as New Zealand Live Fish Market need to acquire specific access licences with certain countries. Currently, the company uses a freight forwarding company name, Kuehne and Nagel, based near the Auckland International Airport, which facilitates its ability to export internationally. Currently, the company’s primary export market is China, as one of the owners is a Chinese citizen. This export market is facilitated through the brand’s relationship with a salesperson based explicitly in China. For more information, please contact Clintin Frew at clintin.frew@oceansbest.co.nz or +64 210462689.

VALUE PROTEINS

Value Proteins is nestled at the base of the New Zealand Southern Alps, surrounded by native unspoiled bush. In the early morning, the distinct roar of red deer can be heard echoing across the valley. The company began rendering Hoke fish in 1999, producing a quality fish meal in high demand. However, the supply of raw materials diminished drastically in 2003. The same year an alternative supply of Venison material became available to the company necessitating significant modifications to its processes. This modification was successful, and Value Proteins became one of the few rendering companies in New Zealand to manufacture a pure species-specific Venison meat and bone meal. The demand for this product rose rapidly due to the many health benefits of venison products and an increasing international demand for quality healthy Pet Food ingredients. Being a relatively small rendering company, Value Protein’s ability to innovate and adapt quickly to change has become a strength that has kept it successfully exporting its products to niche markets for over 25 years. Its process protects the environment by reducing greenhouse gases and recycling carbon and nitrogen-rich materials into usable products. “We are glad to be a part of a circular economy industry (environmentally friendly) which is also a

FOGDOG

Inspired by a love of good food and no-fuss cooking, Fogdog was born following the creation of a mean beer batter. Over the years, a range of premium products was developed to provide innovative solutions for people who appreciate high-quality, tasty food but want to avoid the complications and time expenditure of DIY coatings. Fogdog's current range consists of eight products. Its top performing products are its Premium Panko Breadcrumbs, Gluten Free Breadcrumbs, and Original Crispy Batter. These are closely followed by Gluten Free Tasty Tempura Batter, Gluten Free Kentucky-Style Coating Mix (winner of a silver medal in the 2022 New Zealand Artisan Awards), Gluten Free Shake & Bake Coating Mix, Gluten Free Fantastic Fritter Mix and Lemon Pepper Beer Batter. The range stands out due to various factors, including visually appealing and memorable

significant source of pure protein in the food supply chain,” said Gabriel Hopeful, general manager at Value Proteins. The main difference between Value Protein’s operation and other renderers is its ability to manufacture pure species-specific meat and bone meals. The bone meals are pure and finely ground, making them a sort-after commodity by Pet Food manufacturers worldwide. Value Protein’s range includes species-specific products, Venison Meat & Bone Meal, fine grind supplements like the Venison calcium supplement, and the Lamb calcium supplement, all suited for export to EU and US markets. Hopeful continued that in today’s world, pets are part of the family. The main challenge Value Protein was meeting was the consumer trend that the quality of products and manufacturing processes for pet food

ingredients meet the same standards as those for human consumption. Value Protein continually monitors all aspects of its meal-making process, the VPL systems are reviewed regularly to improve control and management of all factors affecting the quality of its products. All of Value Protein’s time and temperature requirements of the countries it exports to have been evaluated and verified by Ag-Research Ltd. Hopeful said that the company consistently meets all export requirements regarding labelling, prohibitions, offal source, and more. Many of the export requirements are notified to the company by MPI New Zealand through the OMAR Overseas Market Access Requirement notifications published by MPI under the Animal Products Act. Some OMAR requirements are communicated via the Importers and Marketers associated with the countries it exports to. Value Proteins strives to keep all regulatory and compliance demands, domestic and external, which tend to be more frequently reviewed and revised. Fortunately, after twenty years, the company has become reasonably familiar with the regulatory environment that it works in and is meeting this challenge. For more information, please contact Gabriel Helpful at gabrielh@vproteins.co.nz or +6437380257

packaging, high-quality taste, and gluten-free alternatives. Fogdog's Premium Panko Breadcrumbs are produced using an electrode-bake process, which produces a beautifully elongated and delicate crumb, far crunchier than other panko breadcrumbs on the market. Its Gluten-Free Breadcrumbs are made from baked rice flour loaves which are then gently crumbled into fine golden nuggets of delicate gluten-free crunch. The company's batter mixes are quick and easy to use, needing only beer or soda water added. Fogdog takes pride in its range's versatile products, with over half being gluten-free, making it accessible and appealing to all consumers. Fogdog's consumers enjoy good-quality food, premium ingredients and no-fuss cooking. With data analysis showing that the demographic of consumers

is primarily women aged between 25-45, Fogdog has noticed that a significant portion of its target market is also gluten-free. With its products bringing superior quality and taste benefits, Fogdog is home to a range of convenient, easy-to-use, gluten-free alternatives. Fogdog has noticed that consumers are always looking for convenience and time-saving products, and its range is perfect for busy individuals and families. "Our products also cater to the consumer trend of seeking elevated and premium food experiences with our unique flavours and high-quality taste. Our range also supports the growing trend of dietary preferences and restrictions, catering specifically to gluten-free options," said Brad Worthington from Fogdog. For more information, please contact Brad Worthington at brad@fogdog.co.nz or 021 276 0705.

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HOWLER HOTDOGS In 2009 Jo Williamson bought a run-down hotdog factory in Christchurch, convinced that, like her, other people would be prepared to pay for a good quality hotdog to eat at home, so the Howler Hotdogs brand was born. The brand is about making this item of Kiwiana great again with high-quality ingredients and providing options for everyone, no matter their dietary needs. The range currently available in supermarkets throughout New Zealand includes original, vegan and

WAIHI BUSH ORGANIC FARM New Zealand-owned and operated Flaxseed Oil manufacturer Waihi Bush Organic Farm was initially established from a desire to find solution to a family health problem. Musgrave's youngest son Oliver developed severe eczema as a child, which drove Musgrave to find a natural way to help cure him. One of Musgrave's acquaintances was importing Canadian flaxseed oil and suggested Musgrave give it to his son, and within days of first taking the flax oil, there was an improvement. Musgrave then began to research the science

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gluten-free hotdogs in mini and regular sizes. Howler Hotdogs are all about fun. Regular-sized hotdogs are perfect for takeaways at home, and the minis are fantastic to have in the freezer for that quick snack after winter sports or when people are over for games night. Howler Hotdogs are the only supplier of vegan and gluten-free hotdogs in Australia and New Zealand, and in 2024, another very fun, tasty hotdog will be launched onto the market. Williamson continued that the brand has spent a lot

of time working on a batter that came up well when baked at home. The sausage and batter are precooked, so customers can get them from the freezer to the oven to the table in under 20 minutes when the troops are hungry. With a focus on premium quality and making hotdogs suitable for entertaining any guest, Howler Hotdogs are made for all to enjoy. For more information, contact Jo Williamson at jo@goldengoose.co.nz or +64 212266469.

behind the effects of flaxseed oil on health and how to produce and maintain the quality of the delicate edible oil. Waihi Bush Farm was settled by David Musgrave's family in the 1870s when the Woodbury area was a significant source of native timber. David grew his first crop of flaxseed in 1994 at the farm and using a tiny press that made about 30 litres of oil a day, using imported technology to protect the delicate oil from damage during manufacture. Within three years, the oil volumes had grown, and Musgrave went into partnership with two of his sons.

Today, the farm grows organic linseed (flax) to support Functional Whole Foods' production of flax seed products under its brand Waihi Bush Organic Farm, with the company maintaining its strong culture of research and development, with emphasis on developing customised blends, based on a sound understanding of the current nutritional science. Karen Pace, general manager at Waihi Bush Organic Farm, said for exporting, Waihi Bush Organic Farm, 250ml size oils, were the most popular, and they are sold in box lots of 15.

DAD’S PIES

New Zealand brand Dad’s Pies began in a pint-sized pie shop at Red Beach 1981. Eddie and Erika Grooten purchased a small beachside shop selling ice creams and pies to summer beachgoers. Eddie quickly realised that there was a high demand for a quality New Zealand pie. Over the coming years of tough times, his ambition, drive, and focus on keeping a high standard got the business where it is today. As the next generation of Grootens’ became involved, they brought a new wave of energy

and passion, which resulted in the launching of The Baker’s Son gourmet pie range in 2018. These days Dad’s Pies is on a mission to ensure no pie craving goes unsatisfied here and abroad. Dad’s Pies are a passionate team of people who love to make fantastic pastry products. Therefore, Dad's pies are free from artificial colours, preservatives, GMO ingredients, and MSG and are crafted with only the best New Zealand Beef, Chicken, and Lamb. Ben Grooten, sales manager at Dad’s Pies, said that flavour and consistent product experience brought kiwis back to Dad’s Pies repeatedly. “After all, there is nothing better than a bit of grass-fed New Zealand beef in a mince & cheese pie,” said Grooten. Dad’s Pies is known for its mouth-watering range of 200g Pies. Available in over 20 constantly changing flavours, there is always something in the range that will silence any craving. Dad’s Pies also bake a range of family pies, perfect for the busy weeknight easy dinner meal solution. Finally, Dad’s Pies boasts a range of sausage rolls ideal after a pie or perfect at silencing the craving between pies. Grooten continued that a pie was a braised casserole wrapped in golden brown pastry, in other words, a hearty meal on an edible plate. Very few hot on-the-go foods satisfy hunger quite like a pie. “So, save the dishes and get hot pies into your

OUR HONEY + YOUR BRAND = THE PERFECT PARTNERSHIP The quality Mānuka honey produced by The Honey Team New Zealand Ltd is the culmination of over 20 years of beekeeping experience and quality beekeeping practices developed during that time. John Whitehead, director and head beekeeper, explained that beekeeping is highly specialised. When managing hives and producing the best honey, it takes many seasons to understand what does and doesn’t work. The Honey Team has perfected their bulk blending and handling capabilities. Their blending facilities enable them to supply large single batches of Mānuka

honey so buyers can be assured of a consistent line. “We are producers of quality bulk New Zealand Mānuka honey. We harvest and process single homogenous batches of up to 30 metric tons and pack it in 200 litre food-grade drums for discerning buyers to pack for their market and their final consumers and put their brand on,” said Whitehead. As one of nature’s most potent natural antioxidants, including its anti-inflammatory, anti-viral, anti-fungal and antibacterial properties, the health benefits of Mānuka honey are becoming increasingly well-known. “Not only does Mānuka honey taste good, but it is also a very healthy and beneficial food.” The Honey Team prides itself on the health and well-being of its bee colonies which are strategically placed on prime hive sites throughout the beautiful Northland region of New Zealand. This means the company can consistently supply buyers with the best quality New Zealand Mānuka honey in various grades. The Honey Team has batches of MGO 85+, MGO 100+, MGO 250+, MGO 400+, and MGO 830+ on hand and ready to export. The Honey Team meticulously maintains every hive, ensuring the bees are producing quality honey, which is then harvested at the optimum time. They oversee the production process from beginning to end and guarantee that all Mānuka honey produced undergoes rigorous testing at an independent accredited

cabinet. Your busy customers will thank you for it.” Grooten explained that pies are a convenient value-for-money food solution that taps directly into the convenience mega trend. Dad’s Pies also keeps abreast of significant food trends and responds when the time is right. The primary trend concerns satisfying consumers’ flavour sensation and exploration needs, which the company meets through its extensive flavour innovation program. The second significant trend now cresting is the rapidly expanding interest in vegan and vegetarian foods. The Baker’s Son responded by launching the delicious Vegan Mince & Cheddar pie and Vegan Buttery Chick’n pie. For more information, please contact Ben Grooten at ben@dadspies.co.nz or +64 9 421 9027.

laboratory to ensure it complies with the New Zealand Ministry of Primary Industry parameters for Monofloral v. Operating under a New Zealand Ministry for Primary Industries (MPI) Risk Management Programme, The Honey Team is regularly audited to ensure all its processes comply with regulations. Furthermore, they are an EU (European Union) listed Export Bee Products Processor registered with MPI as an approved Exporter of Animal Products. The Honey Team is knowledgeable about the export process, can arrange shipping and insurance and complete all the export documentation in-house. For more information, contact sales@honeyteam.co.nz or +64 (0) 21 439 623. www.newzealandmanukahoney.co.nz

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f&blocal to global NEWFLANDS

Newflands is founded on the simple philosophy of delivering products and supporting pet owners to give their pets the best possible quality of life. "Healthy pets, happy people," said CEO and founder Fiona Robertson. Robertson said she would never forget the day her Newfoundland was diagnosed with a terminal heart condition. As a qualified veterinary nurse, she researched the benefits of Hoki and started trials using human-grade products on her precious pets. The results were spectacular, and Newflands was launched so other pet owners could do their best for their pets. "All pets are individuals like us and must be treated as such. Our products are all designed from one animal's need and then taken to market." Wherever possible, Newflands uses New Zealand Natural resources that are environmentally friendly. The Hoki range uses the whole fish, the first MSCcertified fish as a species, so nothing goes to waste. With every product and service, Newflands is helping pets globally have a substantially better quality of life while being sustainable. Newfland's products are made from human-grade ingredients but are designed to be safe for all family members. Included in Newfland's inventory is a lovely range of freeze-dried treats, toppers, gravy, and oil

supplements, along with its ice cream that uses a combination of New Zealand natural ingredients, including medicinal grade Manuka honey, Astaxanthin, beef and lamb with a separate range of fish (hoki) products. All products are made in export-certified factories and have New Zealand and international audit systems carried out regularly.

Newflands can ship trial quantities by air using dry ice to most destinations with pre-customs clearance and direct flights from New Zealand. For larger orders, the company utilises temperature-controlled containers via sea. For more information, please contact Fiona Robertson at fiona@newflands.co.nz or +6427 288 5358.

comes in various gift packs and infusions, along with its international and New Zealand awards and five key varietals. It is available in varying sizes by the jar, including 500g, 250g, and 110g options. “We’re in business for the ultimate goal of sustaining our people and our forests. We seek export partners who, like us, believe in authentic, high-quality food for health and well-being.”

For more information, contact Brenda Tahi at brenda@manawahoney.co.nz, call +64 7 366 3166 or visit www.manawahoney.co.nz.

MANAWA HONEY NZ Manawa Honey NZ originates from Ruatāhuna, also known as Te Manawa-o-te-Ika-a-Māui, translating to the Heart of Māui’s Fish, the North Island of New Zealand. Brenda Tahi, the CEO of Manawa Honey NZ, said that the business had been built to sustain its community with jobs and good health and to keep bees in place for what they do for the community and the planet. Manawa Honey specialises in native tree honey from the untouched forests of Te Urewera, the homeland of the brand’s tribe, T ūho. The exquisite honey range includes Mānuka, Rewarewa, Tāwari, Kānuka and Pua-ā-Tāne Wild Forest Honey, which Tahi described as the bounty of the God of the Forest. Manawa Honey products are international award winners. In 2021, the brand’s Rewarewa won the Black Jar International Honey Tasting Contest USA to become the ‘World’s Best Tasting Honey’, and the complete range won Gold and Silver in the London Honey Awards. Manawa Honey sits above its competitors for taste, quality, and health-giving properties. “We’re honoured to serve discerning honey lovers across the globe,” said Tahi. Tahi continued that the unique features of the honey that Manawa Honey produces reflect its location, nestled in the ancient indigenous forest of Te Urewera. Manawa Honey is Māori-owned and operated from land to brand for quality and authenticity. The honey

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MUTT BUTTER

Made in New Zealand, Mutt Butter, the peanut butter treat for dogs, was developed to bring health and happiness to dogs. "Dogs delight in peanuts and peanut butter, which are natural, tasty and good for them," said Jono Wood, director of Mutt Butter. The squeezy peanut butter is ideal for lick mats, chew toys, enrichment treats, and training rewards. It's also great for hiding medicine and making frozen or baked treats at home. Mutt Butter's squeezy peanut butter is 100 percent roasted peanuts with no additives, with natural oils containing omega3 and omega6 to aid skin and coat. This product offers so much convenience for dog

owners, is superb for loading chew toys and lick pads, and pocket-friendly treats for dogs on the go. With the 'humanisation' of dog food, wherein owners increasingly want the quality and safety of dog treats to be aligned with the food they eat, Mutt Butter's products cater to this demand, delivering a peanut butter treat that is 100 percent natural, made in human-grade factories, certified for quality controls with as few ingredients as possible. Woods continued that Mutt Butter's most popular products were its 250ml Squeezy Peanut Butter and Mutt Butter's 250g cookies, with flavours including Original Peanut Butter and Peanut Butter with Pumpkin and Chia Seed. Mutt Butter's 150g Carob Coated Peanut Cookie was also very popular. There is a minimum 18-month shelf life on the peanut butter and cookies, with the brand having plenty of capacity to produce export volumes of both products. For more information, contact Jono Wood at jono@naturesfoods.co.nz or +64 22 072 3739.

JUNO GIN & VESTA VODKA Juno Gin and Vesta Vodka are international award-winning spirits made in New Zealand from locally-grown ingredients. The zero-waste distillery is in New Plymouth, New Zealand and exports to Singapore, Switzerland and Australia. Jo James, co-founder and distiller of Juno Gin and Vesta Vodka, said that the brand uses New Zealand-grown botanicals in its gin, creating fresh and dynamic flavour profiles. For the Coffee Vodka, a distillation of the coffee beans has built a clear and sugar-free spirit that brings a whole creamy coffee experience. James said that the business's heart was sustainability, with the distillery being designed to be zero waste, the ingredients grown locally where possible (reducing "food miles"), and the packaging is fully recyclable. One of the most popular of its ranges is Juno Gin, available in both 700ml and 200ml bottles. "A classic London dry Gin that features New Zealand-grown botanicals, this has been selected by the New Zealand Gin Guide as New Zealand's top classic gin since 2020," said James. The Vesta Coffee Vodka is also included in the range in both the 700ml and 200ml bottles. Designed as the perfect Espresso Martini spirit, this clear, sugar-free coffee spirit is outstanding on its

own and in berry or orange-based cocktails. James continued that quality control and consistency are maintained through the brand's ingredient sourcing, distillation control and bottling records confirming alcohol strength, volume and weights. The distillery is registered under the Food Act, and the brand ensures that all of its labelling and declarations are correct for each international market. Juno Gin and Vesta Vodka cater to bars, restaurants, and customers, particular to each market on its social media platforms, and has a range of in-market agents with their contact details available in each international market. "We have also replicated our website to be Singapore-facing and can do the same with other international markets." Juno Gin and Vesta Vodka are just one of the brands James has under her Begin Distilling company, where each brand name is trademarked. “We hold New Zealand Fernmark licences for our brands and are a focus export company with NZTE." For more information, contact Jo James at admin@junogin.com or +64 20 434 7845

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f&blocal to global LEWIS ROAD CREAMERY

Lewis Road Creamery emerged from the aspiration to craft premium butter in a market in the middle of the road. Lynette Maan, director of marking and communication at Lewis Road Creamery, said the brand stands for providing ‘values for money’, creating the best dairy products that meet consumers’ needs and are also better for the planet. Lewis Road Creamery aligns with conscious consumers prioritising sustainability, animal welfare, human well-being, health, and environmental sustainability. It aims to offer values beyond monetary worth and encompass more than surface-level supply chain attributes. Origin and authenticity are validated through independent audits, including an outlook on biodiversity and the planet while producing natural and nutritional food. Currently, Lewis Road Creamery exports its 10-Star Certified kinds of butter to the United States, which can be found in discerning stores. Maan continued that the marketing of Lewis Road products globally changes with each market, depending on what the country is exposed to and cares about. “Some are more focused on climate change, food quality, and health, some on provenance and authenticity back to farms and how the food is produced and raised, along with GHG emissions.” To hone in on each, the New Zealand brand engages

in consumer research to pinpoint its messaging. The brand's logistics and supply management is handled by its team members in New Zealand or staff on the ground around the globe. It has opted to work with third-party logistics providers with local knowledge and presence to strengthen its in-market capability.

The brand has continued to grow and closely monitor demand profiles to assess and adjust its supply footprint to ensure timely fulfilment to customers. For more information, contact Lynette Maan at lynette@lewisroad.co.nz.

RED SHOOTS In this year's Outstanding New Zealand Food Producer Awards, which honours excellence in the country's food and beverage industry, Red Shoots were honoured to have received remarkable results with all three of the companies’ brands - Daily Good, Good Cocktail Co, and Just Fresh Co – being recognised. Red Shoots' received accolades with six gold, silver, and bronze medals. The recognition of Red Shoots' exceptional brands at this year’s awards reflects its team's dedication to crafting high-quality products that go beyond providing consumers with authentic and tasty beverages. Red Shoots demonstrates a mission-led approach and believe that good ingredients make great products. Red Shoots are proud to partner with Ranadi Organics, which grows the USDA-certified turmeric and ginger that goes into Red Shoots brands. Ranadi’s women-focused impact work provides employment, training, and a career path for women in organic agriculture in Fiji, being farmed by a majority of over 75 percent women. As Red Shoots continues to grow and innovate, the team plans to remain committed to delivering excellence, sustainability, and the pure taste of goodness in every product they offer. info@redshoots.co.nz

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ROCKIT APPLE

Rockit Apple began as a tiny seed of an idea 20 years ago. While the rest of the world was super-sizing their apples, Rockit did the opposite. From Hawke’s Bay, New Zealand, the brand created the world’s one-of-a-kind, perfectly-sized small apple and packed it with concentrated flavour and goodness. Then it thought differently again, creating unique, premium packaging to disrupt the category and stand out on the shelf. Rockit’s apples are now sold in more than 30 territories worldwide, and grown in 10, which means they’re fresh all year around. “In true Rockit style, we’re making this happen in our unique way. This is how we inspire people worldwide to love an apple that’s just that little bit different and to take on the world one bite at a time, in their way. To Rockit every day,” said Anna Murray, global marketing communication manager at Rockit Apple. Rockit is an innovative New Zealand business succeeding on the world stage by constantly pushing boundaries through a combination of innovation and brand. Rockit’s ambition is to become the world’s most loved apple brand, and its disruptive new brand and doing things differently in a commodity market is helping to achieve this, underpinned by a quality product, generating good investment returns. Rockit’s premium brand positioning places it where a commodity apple can’t go. Therefore, it can compete in the snack category as an unprocessed, healthy snack alternative to what is usually available in these channels. Trademarked as a brand PREMA96 cultivar of apples, Rockit is a natural hybrid of New Zealand’s famous Gala and Gala crossed with Splendour apples. Rockit apples are fully mature but uniquely small. They are categorised as the world’s first miniature apple (as recognised by the United National Economic Commission for Europe) is the crisp, sweet and delicious result of 20 years of careful natural breeding. A key point of difference for Rockit apples is convenience. Rockit apples are packaged in recyclable, resealable tubes, transcending the produce market by combining the convenience, reliability and brand appeal of an FMCG snack food. Their concentrated goodness makes them the perfect easy and healthy snack for people on the move. “We ensure Rockit apples reach our consumers in the very best condition, taking care at every step to ensure the highest quality and freshness.” At Rockit’s state-of-the-art Packhouse, the apples are picked, washed, and packed straight from the orchard into the brand’s premium, innovative packaging, ensuring the apples stay cleaner, safer and fresher for longer. “We also have a robotic auto packer that sorts and packs every tube consistently with the best quality apples, improving safety, efficiency and quality control. To deliver more fruit into the market, Rockit conducted consumer research into defects to determine consumers’ concerns. This research has improved Rockit’s quality standards and driven increased sales and price, providing better returns for the business and our growers. Through compelling, localised and differentiated

marketing and consumer insights, the brand continues to find fresh ways to keep up with hungry consumers buying Rockit across more than 30 territories, including China, India, Vietnam, the USA and the Middle East. It has also developed strong brand partnerships in the market that align with the values of Rockit, for example, Global Brand Ambassador Kane Williamson, World Champion female Skateboarder Sky Brown (USA), Minions (China) and Tiny Chef (USA), encouraging millions more consumers to love Rockit as part of the brand’s journey to becoming the world’s most loved apple brand. This has contributed to unprompted consumer brand awareness growth, increasing from 10 percent in the first quarter of 2022 to 17 percent in the first quarter of 2023. Through strong global consumer campaigns and localising in crucial markets, Rockit looks to create relevance with consumers while building a global brand. For more information, contact Anna Murray at marketing@rockitapple.com or (contact number).

We ensure Rockit apples reach our consumers in the very best condition, taking care at every step to ensure the highest quality and freshness.

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f&blocal to global

minutes with

Haroon Uddin HIDDEN HONEY

Located on the west coast of New Zealand, Hidden Honey was created out of passion and care for sustainability, love of the outdoors, beekeeping and nature by brothers and a group of close-knit friends.

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EO and co-founder of Hidden Honey, Haroon Uddin, said that after learning about the impacts of global warming, the damaging environmental effects of pesticides, and the rapid decline of bee colonies worldwide, the group decided to become part of the solution. Uddin, co-founder John Green and his sons, Hugh, James, and Daniel, and friends Morgan Dearsley and William Bulcraig have spent the last six years learning as much as they possibly could about beekeeping. With the bee colonies based in Taranaki, Uddin emphasised that Hidden Honey only takes surplus honey from each hive to ensure the bees have enough stores for winter. The group harvests honey in small batches, keeping their practices traditional, without using harmful pesticides and keeping away from modern agriculture. “We have planted over one million manuka plants on over 3000 acres in the beautiful mountainside of South Taranaki, Waverly,” said Uddin. A boundary of native bush protects info@hiddenhoney

the plantation, and each beehive is helicoptered into the remote terrain, where the bees are left to make honey with as little human interference as possible. “We simply leave them to it, the way nature intended.” Batches are hand-pressed and meticulously tested to ensure no contaminants, simultaneously retaining the honey’s unique and exquisite flavour profile and natural benefits. Hidden now has well over 1300 beehives producing high-end premium Manuka Honey yearly, with the group having launched their retail brand of honey, which revolved around its ethos of family and sustainability, creating honey that is 100 percent natural, where its production and beekeeping process are net carbon neutral, and each product is glyphosate-free. Uddin continued that the group were and has continued to be passionate about having a brand that reflects their values and that they could be proud of. Hidden Honey’s beekeeping and honeyproducing methods allow them to create one of the purest raw kinds of Mānuka honey globally. The plantation of young Mānuka bushes helps to create honey in harmony with mother nature.

Farm Director Hugh Green believes that the approach the team at Hidden Honey has taken to create honey is felt by the bees and reflected in the honey produced. “In each hive, honeybees are given different tasks for the success of their colony,” said Green. Hidden Honey’s role is a part of that process, the collaboration between the bees and the Hidden Honey team producing some of the world’s finest honey. n

I +64 9 296 1221 I hiddenhoney.com I @hiddenmanuka

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DISCOVERY UMF5+ to UMF15+

Our UMF 5-15 (MGO 50-500+) range is for daily health and wellbeing for the whole family. With the power of active methylglyoxal, you can trust that it will help you to live well. All Hidden Mānuka Honey is sustainably sourced and straight from the hives just as nature intended. More importantly, we always leave the majority of the honey in the hives for the bees, and only ever extract what they can spare. Mānuka honey is a dark rich tasting honey that should be taken with care to get the best benefits.

info@hiddenhoney

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I +64 9 296 1221 I

I hiddenhoney.com I @hiddenmanuka

BROTHERS

UMF20+ to UMF24+ Our Brothers Selection UMF 20-24 (MGO 800-1100+ Mānuka Honey boasts very high antimicrobial activity for when your body needs an extra boost to help your body to stay at the highest level of health. All our honey is sustainably sourced and packed straight from the hives just as nature intended. And most importantly of all, we always strive to provide the best honey in the world while taking only what we need and looking after our bees and our pristine environment.

Single Origin QE hive tracking and tracing Hand harvested UMF certified Every batch tested for trust & authenticity

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CHECKOUTGLOBAL what’snew

TAKING TASTEBUDS ACROSS THE GLOBE

Second Nature Snacks, the leader in the premium trail mix category, is excited to unveil its Global Fusions Trail Mixes by launching two new flavours: Mediterranean Herb and Citrus Habanero. These mouth-watering flavours will transport customers to exotic destinations while snacking. Each nutrient-packed new flavour has five grams of protein per serving, significantly less sugar than traditional trail mixes, and is certified gluten-free, with no artificial flavours, colours, or preservatives. Second Nature Snacks plans to add more mixes to the Global Fusions product line, with additional varieties from faraway lands. However, the two new and bold flavours are now available at compatible retailers across the USA.

THE INNOVATIVE FOOTWEAR AND FLAVOUR COLLABORATION In an unconventional move to bring fashion and flavour together, Pop-Tarts and Crocs are teaming up to create Pop-Tarts CrocTarts, an ingenious pairing of flavour and footwear that takes advantage of a distinctive feature of both brands: holes. Limitededition Pop-Tarts Croc-Tarts come with one pair of custom Crocs Classic Clogs featuring Pop-Tarts-inspired Jibbitz charms and a box of Unfrosted Strawberry Pop-Tarts featuring, for the first time ever, Crocs-shaped candy Jibbitz charms to eat and decorate atop customers pastry. This means customers can wear their Pop-Tarts and eat them too. This Crazy Good experience comes packed up in the Pop-Tarts Croc-Tarts Kit, which comes with everything fans need to enjoy all the Croc-Tarts fun, including Unfrosted PopTarts with Candy Jibbitz Charms to eat.

ENTERING THE PLANT-BASED CATEGORY

Philadelphia, the brand that set the cream cheese standard for over 150 years, has announced its first-ever plant-based spread offering nationwide rollout in the USA. With more than half of people looking to add more plant-based products to their diets, Philadelphia brings a new creamy, spreadable sensory experience to the plant-based category for fans to enjoy coast to coast. Philadelphia's Plant-Based spread reinforces Kraft Heinz's goal to bring plant-based offerings to the masses. Boasting an ingredient list free of dairy, lactose and gluten, fans can find Philadelphia Plant-Based spread at grocery retailers across the USA starting this month.

LATEST CHIP FLAVOUR TO RUFFLE FEATHERS

American brand Lay's Flavour Swap campaign with varying other renowned chip brands has consistently brought unexpected yet unforgettable twists to fanfavourite Frito-Lay chips. Lay's has introduced its newest innovation, the Lay's Kettle Cooked Ruffles All Dressed flavoured potato chips. Inspired by the number one Ruffles chip flavour in Canada, Ruffles All Dressed, the new mashup with Lay's Kettle Cooked potato chips creates an extraordinary new flavour experience sure to be an instant international sensation. Available at compatible retailers across the USA.

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CANDY-FLAVOURED GOODNESS IN A CAN

Dutch Brand, Candy Can, boasts a range of deliciously sweet, sugar-free beverages. Packaged in brightly coloured cans with fun designs, the brand has recently launched a range of new and exciting flavours further to curb sweet tooth cravings with none of the guilt. The new flavour range includes Birthday Cake, Bubble Gum, Cotton Candy and Rocket Ice Lolly. All of the products created by Candy Can are vegan, keto-friendly, and gluten, BPA, and caffeine free. The new flavour range is available for purchase at compatible retailers across Canada.

CHILDHOOD FAVOURITE TREATS COLLABORATE

The renowned products crafted by Milo and Nestle’s Milky Bar are loved by all, and the two have now come together to make a delectable new chocolate treat for all to enjoy. A limited edition flavour is available in Australia. It combines the crunchy goodness of Milo with the creamy, white-chocolate smoothness of the Milky Bar. The collaboration is now available at compatible retailers across Australia.

UK SUPERMARKET CHAIN LAUNCHES NEW ULTIMATE COMBO PRODUCTS

Aldi has announced the ultimate combo coming this July. It has merged two popular snacks, garlic bread and crisps, to create a tasty treat, introducing its Specially Selected Garlic Bread Crisps. The Specially Selected Garlic Bread Crinkle Cut Crisps, just £1.15 (150g), are now on UK Aldi supermarket shelves, the first of its kind to grace a UK supermarket’s aisles. Moreover, shoppers can continue exploring new flavours this July with the Specially Selected Croque-Monsieur Crinkle Cut Crisps, also just £1.15 (150g). These French-inspired savoury goodies will now be on supermarket shelves, which boast the classic famous cheese and ham flavour.

NEW ARTISAN FLAVOUR FOR HEALTHY SNACK BRAND Harvest Snaps is stepping up the crunch experience with its new organic Artisan Sea Salt Baked Green Pea Snacks. Great for taking on beach day outings or satisfying poolside munchies, these USDA-certified organic snacks feature whole organic green peas milled in-house as the first ingredient, plus a bold sprinkle of sea salt. The tasty baked snacks are packed with plant protein and a good source of fibre, plus certified glutenfree and vegetarian-friendly. They also contain no artificial flavours or preservatives, no GMOs, no wheat, no soy, no nuts, no peanuts, and no eggs. Sold in 3oz bags, Harvest Snaps' organic Artisan Sea Salt Baked Green Pea Snacks are available for retailers nationwide to carry and sold at select Target, Sprouts Farmers Markets, and Whole Foods Markets, plus direct-to-consumer. August 2023

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