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Beth Pomper presented this presentation as part of the 2013 ACORN Conference and Trade Show held in Moncton. Topics covered include wholesale, export and value-added organic production for building strong relationships in new markets.
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Positioning for the US Market
Beth Pomper ACORN Conference November 20, 2013
Thinking About the US….
• Posi<oning Your Product for the US Market – produce and specialty
• Target Northeast Retailers
• What Retailers are Interested In
• The Road to US Retail…. How We All Get There
Growth in the Perimeter
• Fruit – 6% increase • Vegetables – 1% increase • Bakery – 5% increase • Deli Cheese – 5% increase • Deli Meat – 2% increase
• US Retailers all focusing on re-‐vamping perimeter of store
Know Where Your Product Fits • Understand your Produc<on Capacity
• Prepare and Plan for Growth
• Start Regionally
• Visit the Market First Hand
• Develop a Strategic Plan to Market
Connect with Shoppers that Matter Who is buying your product? • Northeast and West US spend most • Adults age 45 – 50 spend most on vegetables • Asians #1 • Hispanics #2 • 31% Baby Boomers feel Organic very important • Millenials (1980 – 2005) shop perimeter • Re<red – health and wellness (signage)
Atlan<c Companies Should Focus on the Following Chains • Wegmans • Whole Foods • Ahold • Weis • Wakefern For specialty – gourmet shops or specialty retail
Where to Focus
Northeast Focus • Wegmans – 83 stores
• Whole Foods – 340 stores 650 Organic Op<ons
• Ahold – 775 stores
Innova<ve methods to get customers to eat more fresh “Fruit and Vegetables – More Maaers” logo in stores
• Weis – 165 stores
• Wakefern – 250 stores Private label exceed government standards for healthier
lifestyle
Fun, Trendy, & High Prices • Up $1 Billion – 41% from last year • Supermarkets are now Des<na<ons -‐ Wines, Specialty Foods, 300 seat cafes • More than 2,000 people were in line prior to Wegman’s 7:00 am opening of new store
• 1/3 store devoted to prepared foods • 70,000 products • 700 varie<es of fruit and vegetables • 52 varie<es organic fresh • 380 Organic products – “Wegmans Organic”
Whole Foods • Offering more price promo<ons in all stores • En<ces young, trendy, city dwellers • Now moving to smaller suburban areas with smaller stores • Whole Foods currently has 340 stores, plans to grow to 1,000 • Products must be Clean, Organic, Natural • If product in saturated category – Why do you stand out? • Marke<ng Muscle – Demos twice per month – Saturday • Approach Whole Food Regional Buyers First • Englewood Cliffs, NJ Rockville, MD
Retail Hot Buttons • Price & Value (not low price necessarily) • Private Brands – produce and specialty • Right-‐Sized Box • Connec<ng with Shoppers that Maaer • Health & Wellness • Convenient Customer Solu<ons • Sustainability & Traceability
Value is not about price -‐ Value between price & beneMits • Premium Coffee Average Price 88% higher -‐ Dollar Sales up 9% -‐ Unit Sales up 3% -‐ Coffee Pods Priced 460% higher • Cut Fresh Fruit and Vegetables at Wegmans -‐ Customers willing to pay for convenience -‐ Roasted veg combos -‐ Minimizes shrink – boosts profits for retailer
Specialty Food Industry Spectacular Growth -‐ Branded • Outpacing most sectors in US economy
• Sales of Specialty Foods increased by 19.1%
• Total Sales of specialty foods were $75.14 Billion
Did you know……. • Most specialty food sold at retail -‐ $59.74 Billion
• 41% of specialty food manufacturers reported more than a 20% increase in their sales last year
• Dynamic, growing industry in spite of recession
Important Product Qualities • Organic • Kosher • Gluten Free • All Natural • No/Low/Reduced Fat/Cholesterol • Sustainable Convenience claims losing importance in specialty. People want to cook like a chef at home and care less in this category about a product being microwavable, for example.
The Road to US Retail How we all get there………
Steps to Enter the US Market
• Target Market • Product • Pricing • Market Entry Strategy • Ac<on Plan
• Best to do a regional approach. Branded – work with regional distributors.
How Do I Start For Produce? • Best start in Northeast
• Produce wholesalers supply all major retail chains and independents
• Cri<cal to establish personal rela<onships with both wholesaler and produce category manager
• Choose wholesaler based on services offered to retailers
Philadelphia Wholesale Produce Market • World’s most sophis<cated wholesale fresh fruit and vegetable market
• 700,000 square feet – 48 acres – bigger than 14 football fields
• Fully refrigerated, fully enclosed – maximizes shelf life
• Temps in merchant’s individual warehouses adjusted to each commodity
PWPM Merchants and Customers • 24 Wholesalers
• Unit space rarely available – lifelong opera<ng commitment (40 year lease)
• Services customer in 500 mile radius daily
• Hunts Point Market in NYC is not enclosed – region switched buying preferences to Philadelphia
Procacci Brothers • Best wholesaler for Canadian organic products in Philadelphia
• Full Traceability in every item handled -‐ 3rd party inspec<ons • Private Label and Custom Re-‐Packaging and Labeling in Eco-‐Friendly styles
• Eliminates shrink and reduces back room labor for retailer • Promotes store brand or your brand – increasing brand loyalty • Owns cold storage and distribu<on facility
Wholesalers Handling Organic • Procacci Brothers phone: 215-‐463-‐8000 www.procaccibrothers.com All fresh fruit and vegetables • Color & Sons phone: 215-‐389-‐3335 www.color.com carrots, onions, beets, turnips, apples • TM Kovacevich phone: 215-‐336-‐3160 www.tmkproduce.com vidalia onions, dried and premium fruit
Specialty Steps to Market
• Visit the Market -‐ Walk the Summer Fancy Food Show -‐ Tour Specialty Retailers – all in walking distance • Assess the Compe<<on/Pricing -‐ Can you be compe<<ve? -‐ Take retail price and work backwards • Determine your fit….specialty for retail, gourmet, food service
Specialty Steps to Market • Start in Northeast
• Establish Rela<onships with Category Buyers
• Work with Regional Distributors (Associated Buyers, Avenue Gourmet, Davidson’s, Steiner) • Join Specialty Food Associa<on -‐ Unparalleled access to buyers -‐ Mentoring programs -‐ Diversity Program
Thank You Beth Pomper 4745 Twinbrook Circle Doylestown, PA 18902 Phone: 267-‐893-‐8799 [email protected]