Herman Desserts

Where artisan quality satisfies a consumer desire for gourmet indulgence

Herman are well regarded in their home market in Belgium as a supplier of top quality private label desserts.

Asked Green Seed UK to review whether there could be an opportunity for a brand or private label in the UK

Our role was to identify:
– which products?
– which customers?
– a branded or own label approach?

…and then to make it happen!

JETRO

Turning Japanese – Translating the UK consumer’s quest for authentic flavours into concrete buying opportunities and business for Japanese exporters.

JETRO turned to Green Seed UK as their first ever UK consultant to help them drive business opportunities outside the specialist ethnic sector within the UK market.

On a very tight timescale, we created a brand concept – Turning Japanese – and a marketing programme to introduce Japanese suppliers to UK buyers.

Prepared bespoke briefing material on the UK food and drink market and supply chain and one to one advice to Japanese exporters on how to tailor their range and approach to meet the needs of UK buyers

Devised and executed a marketing programme, along with our own highly developed network of contacts, to recruit 140 buyers to a specially developed exhibition

Achieved a 72% conversion ratio of buyer attendance vs pre-registration

Facilitated buying introductions across a wide range of product categories – including Japanese Wagyu beef, soy sauce, rice, green teas and sake – with buyers from leading supermarket chains, speciality food stores and health food outlets, top restaurants and foodservice operators

Japanese cuisine is now the fastest growing Asian category in the UK market

COSTCO Wholesale

Green Seed identified a gap in the desserts range of Costco – whose shoppers match the typical Waitrose/Marks & Spencer profile

We pitched Herman’s chocolate mousse and showed them our plans to develop a new brand – Gaston

Costco listed the 6 pack Gaston chocolate mousse across their entire UK network within 12 weeks of our initial discussions – supplied direct from the factory

We developed a supporting demo/advertising programme, driving rate of sale for this one item to 60 per store per week

Following the success of the initial range we introduced a beautifully presented family sharing pot which sold in large volumes over Easter and Christmas periods

Kettle Foods in Italy

Created in the early 80´s in the US, the Kettle brand has since become the reference point for natural hand cooked potato chips. Kettle prides itself on the premium quality of its products having successfully managed to remain at the forefront of this segment in the UK market. Italy was the first export market for Kettle in 1999 where the development of the brand in Continental Europe began.

As a premium snack sector did not exist in Italy at this time, Green Seed supported Kettle in identifying clear gap opportunities and establishing a bespoke commercial strategy for the Italian market. Today Green Seed represents the extended arm of Kettle Chips in Italy providing key account management and merchandising services as well as coordinating promotional, trade marketing activities, PR and events. We also manage the client service assistance – following orders, payment checks and logistics, management of the stock in Italy and deliveries to Italian customers.

As a result the Kettle brand has gained recognition and loyalty within the Italian consumer base. Sales of Kettle Chips continue to experience strong and healthy growth while consumers are being rewarded via in-store promotions and kept informed through various PR campaigns.

Created in the early 80´s in the US, the Kettle brand has since become the reference point for natural hand cooked potato chips. Kettle prides itself on the premium quality of its products having successfully managed to remain at the forefront of this segment in the UK market. Italy was the first export market for Kettle in 1999 where the development of the brand in Continental Europe began.

As a premium snack sector did not exist in Italy at this time, Green Seed supported Kettle in identifying clear gap opportunities and establishing a bespoke commercial strategy for the Italian market. Today Green Seed represents the extended arm of Kettle Chips in Italy providing key account management and merchandising services as well as coordinating promotional, trade marketing activities, PR and events. We also manage the client service assistance – following orders, payment checks and logistics, management of the stock in Italy and deliveries to Italian customers.

As a result the Kettle brand has gained recognition and loyalty within the Italian consumer base. Sales of Kettle Chips continue to experience strong and healthy growth while consumers are being rewarded via in-store promotions and kept informed through various PR campaigns.

The Dormen in Italy

Green Seed Italy began providing brand support in 1999 and has since successfully developed sales of Dormen products in the Italian ho.re.ca. channel by identifying luxury hotels (exclusively 5 star and 4 star deluxe) as the clients with the highest potential and proposing Dormen’s elegant glass jars for minibars, which can also be personalised with the name of the hotel.

As part of our ongoing brand growth plan developed specifically for Dormen, we recognized, after closely monitoring Dormen’s success in Tesco with strips, that they had huge potential also in Italy where to date such strips were not in use.

Green Seed provided initial strategic guidance on positioning, packaging, pricing and helped develop the overall business strategy and sales plan as part of the incubation process. Green Seed also helped facilitate customer contacts with the grocery trade. Throughout this phase, Green Seed served as an extension of staff resources in the sales management of Dormen’s key retailer accounts.

Today, the innovative and eye-catching Dormen strips have been positioned in many important Italian retailers .

HCC

HCC (Hybu Cig Cymru) Meat Promotion Wales is the government organization responsible for the development, promotion and marketing of Welsh red meat.

HCC works with all sectors of the Welsh red meat industry – from the farmers through to the retailers, to develop the industry and cultivate profitable markets for Welsh lamb, beef and pork.

HCC’s objective in approaching GSF was to increase public awareness of PGI Welsh lamb and to promote its distribution in France.

GSF’s role in growing HCC’s business:

GSF took a two-pronged approach to HCC’s requests, engaging both customers and retailers in the promotion of Welsh lamb.

We organized a series of in-store tasting sessions in collaboration with Monoprix, with 3 out of 5 customers purchasing products having tasted the lamb.

We set up an inter-store competition with Monoprix, mobilizing their salesforce to promote Welsh lamb consumption for a 4-month period.

We collaborated with the RED D’Hippo restaurant group, resulting in the introduction of the ‘Red Dragon Burger’ to their menu, made with Welsh lamb.

DORMEN FOODS in France

The best in British snacks

Based in Swindon, England, The Dormen Food Company is a manufacturer of deluxe aperitif items (nuts, crisps, bar snacks).

Dormen Food engaged Green Seed France to help introduce its high quality nuts to the foodservice and catering market.

Dormen products are now listed at:

  • 50 Luxury Hôtels (*****) and Palaces in France and Switzerland
  • Fauchon – Luxury Food hall (since 2010)
  • Albert Mènes – PL of a Luxury food brand (since 2009)
  • Picard Surgelés – luxury frozen food chain (since 2009)

Dormen’s annual TO in France is now above 500K €

GSF’s role in growing Dormen’s business:

Green Seed France identified the best distribution network adapted to Dormen Food’s products: fine food store chains, luxury hotels and food halls.

Green Seed directly contacted the targeted chains, presented the Dormen Food range, and negotiated various listings on behalf of Dormen.

Now we handle the day-to-day activity of Dormen’s growing business in France (sales management, administrative, financial and logistical issues).

Recent NPD’s with both Fauchon (luxury food hall) and Picard (high-quality frozen food retailer) have significantly increased annual turnover.

Olives from Spain

Olives from Spain is a cooperative of Spanish olive growers. They promote the consumption of olives produced in Spain on an international scale.

In 2009, the cooperative made contact with GSF in an effort to boost consumer awareness of Spanish olive products on the French market.

GSF’s response covered several marketing fronts: POS promotion, website development, social media management, online communication and PR activity.

Our activity has led to the following positive results:
Over 100 press cuttings / year since 2011
20% annual increase in website traffic
30 000 fans on Facebook (Dec 2014)
An average of 5 000 to 12 000 participants for Mix’N’Olives online competitions

GSF’s role in growing Olives from Spain’s business:

720 days of POS activity in mainstream retail stores.

PR activity:

We organized several tapas masterclasses, given by a well-known, popular chef, Benjamin Darnaud, which were attended by press and public alike.

We also released a press kit with his recipes.

Online communications:

We created the Mix’N’Olives website to cater to French consumers.

We then solidified our online presence with high-quality brand content (newsletters, goodies, microblog, prize draw pages, press articles).

Social Media Management:

Regular status updates, news, pictures, links and recipes posted on both Facebook and Twitter.

New Zealand Trade & Enterprise

Putting trade together

New Zealand Trade and Enterprise (NZTE) is the governmental business development agency, focusing on growing NZ business internationally.

NZTE approached GSF with a view to arranging a trade fair between NZ-based companies and French buyers.

With the help of our sister company, Cap & Cime PR, GSF managed to secure a host of prestigious attendees for the event, from both the public relations and retail sectors:

  • 11 representatives from French retailers (Picard, Ladurée, Naturalia, La Grande de Paris, etc.)
  • 15 journalists from some of France’s biggest publications (Le Figaro, Régal, etc.)
  • 9 New Zealand companies represented from a diverse selection of food retail categories.

GSF’s role in growing NZTE’s business:

Before the event:

Using our in-depth knowledge of the French food market, we identified and invited the best trade targets according to the NZ companies’ profiles.

We put together a presentation of each NZ company, adapted to their distribution targets.

We distributed key elements about the event and reminders to ensure the buyers’ attendance.

During the event:

We provided hospitality & guided buyers to facilitate trade discussions.

After the event:

We carried out a comprehensive follow-up operation with buyers.

We made appropriate contact details to all parties to encourage further business between buyers & NZ companies.

Blue Diamond in France

Blue Diamond is a US Company, and the largest Almond company in the world, representing 3000 almond growers.

50+ % market share in the US.

Green Seed France introduced BLUE DIAMOND to the French retail market and now handles its day-to-day activities to help grow the brand.

Has enjoyed annual sales growth of 40+ % since national launch in France in 2012.

5 Blue Diamond products currently listed in France.

Available in 3 major retailers (Monoprix, Carrefour, Casino).

GSF’s role in growing Blue Diamond’s business:

GSF conducted an initial assessment study of the French aperitif market, in order to evaluate the potential for Blue Diamond products.

We identified the most marketable products in their range, recommended leading distribution partners and suggested logistical options.

In collaboration with GSF, Blue Diamond developed specific packs for the French market.

Blue Diamond’s products were launched in 290 Monoprix stores (July 2012) , CARREFOUR stores (national listing in HM & SM in Oct 2013), and 104 Hyper CASINO stores in 2015

Strong online presence achieved through high-quality communication and management of web content.