fmcg may 2010
DESCRIPTION
fast moving consumer goods industry, FMCG, BWS, C-Store, convenience stores, dairy, grocery, supermarketsTRANSCRIPT
THE BUSINESS OF MANUFACTURING • LOGISTICS • SUPERMARKETING
May 2010 VoluMe 16 No 4 $8.95
INCORPORATING
UNLOCK YOUR TO
HELPS STRENGTHENENAMEL
FOR A LIFETIME
OTHPASTE SALES
Macleans® and Enamelock are registered trade marks of the GlaxoSmithKline group of companies. Contains sodium fluoride 3.152mg/g. Use only as directed. GlaxoSmithKline NZ Ltd, Level 8, AMP Centre, Cnr Customs and Albert Streets.
• Available now – 90g and 120g packs in FreshMint and MildMint flavours. RRP 90g $3.09, RRP 120g $3.79
• $1.9 million Support: TV and Print. Sampling. Outdoor. Consumer Activation.
10
contents
24
M ay 2 0 1 0
ouR CoVeR New Aqua Mist from Air Wick – designed to release the freshness of nature into your home!
6 editor’s note
8 Industry news
30 What’s hot
Features24 RWC 2011
Are you ready for it?
42 Q&a Steve Anderson, Foodstuffs
Category checks32 Sweet spreads
36 oral care
40 air fresheners
Regulars18 Nargon
Youth minimum wage should return
22 Beef & lamb Kobe beef and superyachts: all in a day for this chef
23 Fresh and local In season
29 GS1 If you had to pull it, could you?
39 FGC Time for some common sense on palm oil
32
48
M ay 2 0 1 0contents
36
64
63
44 Grocery business Keeping you up to date with packaging, IT, supply chain and logistics
46 legal Ambush marketing
47 Recruitment Nailing the interview
64 Snap! Have you been spotted?
65 Diary Your calendar of industry events
48 Feature The humble pie
53 Industry news
55 him! Partnership plus
56 Nargon Time to fix the Easter trading laws debacle
57 Directory
58 Feature Luxury rum category cannot keep up with demand
60 Industry news
63 Profile Beth Park, DB Breweries
Trade enquiries to:
Kevin Calder
National Sales Manager
DDI: 03 375 5031
Email: [email protected]
HEAD OFFICE CHRISTCHURCH
Address: 67 Main North Road, Kaiapoi
Post: P O Box 55, Belfast 8030
Email: [email protected]
AUCKLAND PLANT
Address: 10 Ha Crescent, Wiri,
Manukau
Address: 67 Main North Road, Kaiapoi
Hellers Pumps Up The Advertising Support
Look out for Hellers big T.V launch campaign for its NEW
Sensational Sausages starting mid year. In the meantime,
Hellers is pumping up its advertising for Sensational Bacon
and Shaved Meats for May and June.
MayJune
Bacon - TV
- Tri Nations Rugby
- On Demand TVNZ
Shaved Meats - T.V
- Magazine
Enjoy these new ‘Sensational Sausages’ –they’re beautiful (even if I do say so myself)
“
“
NZ’s Favourite As sure as Hellers
Sensational new sausages – Sensational new sales.
Hellers is introducing four fantastic new sausages to their award
winning Sensational Sausages range.
Anguspure
A great meaty bite produced by a coarse
cut NZ Angus beef. A fl avoursome
sausage of the highest quality.
Moroccan Lamb - Sensational Thins
Created by the combination of savoury
and sweet ingredients – a rich, meaty
taste with a sweet burst of raisins!
Merguez (pronounced mer-gez)
- Sensational Thins
A taste inspired from North Africa.
A 50/50 blend of beef and pork with
notes of chilli, paprika, cumin and garlic.
Exotic!
Nuremberg - Sensational Thins
100% pork Nuremberg-styled bratwurst
with notes of pepper, marjoram, ginger,
nutmeg and caraway. The King of
European sausages.
Incorporating
Serving the business of manufacturing, logistics and supermarketing
ISSN: 1175-8279
Mediaweb LimitedPO Box 5544Wellesley Street, Auckland 1141Phone 09-845 5114Fax 09-845 5116www.mediaweb.co.nz
PuBlISheR
ed itor ’s note
Us d on a w
Us d on a la k bac
Official b2b magazine for the Gluten Free Food & Allergy Shows.Media sponsor: Pride in Print Awards.
PRoDuCtIoN MaNaGeRFran Marshall (09-832 0024)[email protected]
DeSIGNCherie Tagaloa
[email protected] 09-845 5114$88.00 a year (incl GST) for 11 issuesAustralia $150.00Rest of the world $190.00
PRINtING & PRe-PReSSBenefitz
PaulINe heRBSt – eDItoR [email protected]
SuPRIya ShaRMa – SeNIoR aCCouNt MaNaGeR Ph: 09-813 4314, Mob: 027 237 9211 [email protected]
PeteR CoRCoRaN – aCCouNt MaNaGeR Mob: 021 272 7227 [email protected]
The opinions and material published in FMCG are not necessarily those of the publisher except where specifically stated.
© 2010 Mediaweb Limited.
Vol 16 No 4 May 2010 ISSN 1175-8279
Pauline Herbst, Editor
2010 or 1984?
“Winston took down from the shelf a bottle of colourless liquid with a plain white label marked Victory Gin. It gave off a sickly, oily smell, as of Chinese rice-spirit. He poured out nearly a teacupful, nerved himself for a shock, and gulped it down like a dose of medicine.” George Orwell, 1984
and sponsorship.While I am
all in favour of responsible and happy societies, on this one I’d tend to agree with Katherine Rich of the FGC who says the report reflects: “Classic nanny state thinking, a failure to target those who create the problems, and a preference to punish every New Zealander for the wrongs of a few”.
Hopefully common sense does prevail otherwise innovative promotions such as Heineken’s giant Rugby World Cup billboard could be seriously hampered in the future. RWC 2011 may seem a whole year away but in terms of ensuring you’re ready to make the most of it in a business sense, that’s hardly any time at all. This issue examines recent international sporting events to see what insights we can glean before the next one hits New Zealand shores.
This issue also has three giveaways to help smooth the change of season; the regular Spot the Bee competition, a lunch at Tui HQ and a book on the history of New Zealand wine. We’re pretty sure these are responsible prizes that won’t encourage bad behaviour.
Here’s hoping Big Brother listens to Big Business when reviewing the recently released recommendations.
Thus begins George Orwell’s renowned work about a negative utopia where “Big brother is watching you” – constantly. In 1984, citizens are steered away from consuming rare goods such as chocolate, steak, sugar, coffee, cigarettes, and alcohol by rationing. Today, people are discouraged from consuming these goods with warnings about your health.
From obesity to tobacco to alcohol, the food and beverage industries really seem to get put through the wringer but what I’d like to know is what happened to self-control and personal responsibility?
If I go out and drink six bottles of beer chased down by vodka and follow it up with some greasy fries is it really, truly the fault of that TVC I saw that had beautiful people drinking and eating those products? In this day and age am I really that naive about marketing? It’s highly unlikely.
Alcohol has fuelled debate for centuries but the Law Commission’s recent review of liquor licensing has really got tongues wagging. Alcohol in Our Lives: Curbing the Harm contains 153 recommendations such as a new Alcohol Harm Reduction Act, raising the price of alcohol (approximately 10% according to some and a blanket 50% according to others) and increasing the minimum purchase age to 20.
Headlines as this issue went to print were already lamenting the potential demise of the witty Tui billboards as the three-stage plan aims to regulate promotion, advertising
A TASTE OF TRADITIONGenerations of Sicilian cooks in the Zito family have
created these authentic, traditional Italian pasta sauces
“OUR HERITAGE IS IN EVERY JAR OF PASTA SAUCE WE MAKE.” – Santo Zito
ZITO ORGANIC IS ANOTHER QUALITY PRODUCT OF
FOR MORE INFORMATION, CONTACT ANY CERES REPRESENTATIVE OR CALL CUSTOMERSERVICES AT 0508 423737 FREE. YOU CAN ALSO E-MAIL US AT [email protected]
8 FMCG may 2010
The latest data release by Statistics New Zealand on food prices shows that the average Kiwi shop of $150 increased by 30 cents during March, says Food and Grocery Council chief executive, Katherine Rich. The monthly food price index explains that food prices increased by 0.2 percent for the month of March 2010 – this compares with a 1.3 percent decrease in February, and a 2.1 percent increase in January. “To put the 0.2 percent increase for March in context, this means that Kiwis doing the average New Zealand weekly shop of $150 will pay an extra 30 cents at the checkout,” says Rich.“Statistics New Zealand makes it clear that while food prices have increased 0.3% over the year to March, this is still the smallest annual increase for over five years (since July 2004).“We’re part of an international food chain which means that
news
KIWIS PayING MoRefood prices will often fluctuate. This month we had a 0.2 percent increase in food prices, while last month we had a 1.3 percent decrease,” says Rich.“New Zealanders enjoy food sourced from all over the world, and New Zealand businesses sell their produce to consumers all over the world. When food prices increase internationally, New Zealanders pay more as well.“Milk, cheese and butter are prime examples. The prices we pay here in New Zealand will always be influenced by the value of commodities internationally, as our local producers seek the best price for their products.“New Zealand food companies think very carefully before making any price increases and can often subsidise the NZ market. But they can only do that for so long before having to pass on cost increases,” Rich says. l
StRoNG SuPPoRt SeRVeD uPMomentum is building for the very first Fine Food New Zealand exhibition being held from 13-15 June at the ASB Showgrounds, Greenlane, Auckland; created following the partnership of North Port Events (The Food Show) and Diversified Events (Fine Food Australia).Exhibition space is already 80% sold with more than 150 exhibitors (over 25% of whom are coming from overseas) showcasing the latest food service, grocery, and hospitality products, services, and equipment – all under one roof.“We’re delighted at the positive response we’ve had from both exhibitors and industry bodies,” says organiser Dona White, CEO of North Port Events.“Fine Food New Zealand represents a real break from the past that will deliver the kind of event exhibitors and visitors have been crying out for over many years. Finally the industry will have the show it deserves and the tremendous support we’re receiving confirms that others feel the same way.”Many major industry bodies have stepped up to lend their support to Fine Food New Zealand. Among those on board are the Baking Industry Association of New Zealand (BIANZ), the New Zealand Chefs’ Association (NZCA), the Restaurant Association of New Zealand (RANZ), the Hospitality Association of New Zealand (HANZ), the Grocery Retailers’ Association (NARGON), and the Hospitality Standards Institute (HSI).Fine Food New Zealand enables the Baking Industry Association of New Zealand (BIANZ) to offer its members added value by combining its annual conference with the
trade show, says Belinda Jeursen, BIANZ executive officer.“Taking part in Fine Food New Zealand means that our members can enjoy the usual aspects of our conference – such as the Bakery of the Year Competition, Weston Milling Trainee of the Year, Annual Awards Dinner and our AGM – but there is now the added dimension of seeing a huge variety of exhibits and meeting new suppliers at the same time,” says Jeursen.The trade-only aspect of the show appeals to members of the Grocery Retailers’ Association (NARGON), because it enables visitors to try and taste new products, and talk with suppliers in a relaxed environment, says Trina Snow, NARGON executive director.“Meeting the people behind the products is really important because a lot of it comes down to the relationships you have with suppliers. It doesn’t matter how amazing a product is, if the supplier doesn’t deliver on that product it’s not likely to be stocked again,” says Snow. l
Because you’re worth it
“My wrinkles appear reduced, my skin is fi rmer, as if lifted!” ANDIE MACDOWELL, 50 YEARS.
LOD
E00
0074
_FM
CG
SPF18NEW GENTLE
FORMULA
Lift your beauty category sales
R E V I T A L I F TWORLD N°1 IN ANTI – WRINKLE CREAMS
FACIAL SKINCARE FACTS IN GROCERY. The category is dynamic and continues to show positive growth +4.8% in Value +0.9% in Units1. Female Skincare is the 2nd largest beauty category:
$61.2m in retail sales1. L'Oréal group delivered 82% of the $2.8m growth in the category1. Revitalift was a key driver of this performance delivering 28% of the growth in the category1
WHY CHOOSE L’ORÉAL PARIS DERMO-EXPERTISE?. World No.1 in Anti-Wrinkle Creams2. No.1 Anti-Ageing Brand in NZ pharmacy3
1. Aztec Total Key Account Panel data MAT to 28th March 20102. Nielsen Total 2009 unit & value sales data in 49 countries 3. Aztec National Pharmacy Panel data MAT to 28th February 2010
10 FMCG may 2010
news
SeaFooD INDuStRy SPeaKS
America’s Phil Lempert is coming to New Zealand for the first time, courtesy of the NZ Food and Grocery Council (FGC).Known in the USA as the Supermarket Guru, Lempert is viewed as one of America’s leading consumer trend-watchers and analysts. Each month he speaks to millions of Americans about new products, trends and other industry issues. He is the food trends’ editor and correspondent for the Today Show with NBC News and makes monthly appearances on ABC’s The View. Lempert has appeared many times on shows such as The Oprah Winfrey Show, 20/20, CNN and local television shows throughout America. His new television series, Phil Lempert’s Food Sense, airing in 2010, focuses on consumer food trends and sustainability. For more than 25 years, Lempert has been the leading expert analyst of consumer behaviour; marketing trends; new products and the changing retail landscape. He has identified and explained future trends to consumers and some of the most prestigious grocery companies worldwide.FGC chief executive Katherine Rich says: “We are delighted
that Phil Lempert, the Supermarket Guru, is taking time out of his busy international schedule to visit New Zealand and speak to FGC members and guests.“He’s a great ambassador for the grocery sector. Phil Lempert speaks passionately about grocery products and supermarkets, something all New Zealanders can relate to. With the captivating way Phil discusses food and grocery issues, his visit will be of interest to anyone who has wheeled a trolley down a supermarket aisle.”Lempert will talk about future trends in fast moving consumer goods and supermarkets at a luncheon to be held at the Langham Ballroom on Tuesday 15 June, 2010. Tickets are available through the FGC. l
SuPeRMaRKet GuRu to VISIt NZ
The New Zealand seafood industry’s premiere conference is being held on 19-20 May at Te Papa in Wellington.The New Zealand Seafood Industry conference brings together the industry’s leading players as well as experts from abroad to discuss critical issues. In 2010, the conference has once again secured an impressive line-up of international and local speakers, including: Prime Minister John Key; Attorney General Chris Findlayson and Marine Stewardship Council chief executive Rupert Howe.In addition, nutritionist Amanda Johnson will present her paper on the role of seafood in the New Zealand diet, and Brad Warren of the Sustainable Fish Organisation will speak on the ways Alaskan fishers are working together for sustainability. The industry will also hear leading fisheries scientist Ray Hilborn from Washington University discuss the state of the world’s fisheries. l
WINe PRoDuCeR aChIeVeS CeRtIFICatIoNVilla Maria has become the first major New Zealand wine producer to achieve Certified Emissions Measurement and Reduction Scheme (CEMARSTM) certification.Over a 10-month period, Villa Maria undertook a rigorous auditing process to measure its greenhouse gas emissions profile against international ISO standards. The company has also pledged a commitment to managing its carbon footprint in respect of the operational activities of the business excluding overseas retail and distribution.Developed in New Zealand, CEMARS is an internationally recognised carbon reduction programme run by Landcare Research. In large operations where the offsetting of carbon emissions is not a feasible option, CEMARS provides a framework for measuring and reporting the steps taken to reduce carbon footprints and greenhouse gases. Villa Maria is one of nine businesses nationwide to have achieved CEMARS certification. Boutique wine producer Palliser Estate, associated with Villa Maria through the ‘Family of Twelve’ group, is the only other winery to wear the CEMARS stamp.“CEMARS provides audited carbon emissions measurement for every part of our business and enables us to focus most effectively on where we can achieve the largest reductions. In an environmentally-aware international marketplace it is imperative we do our share. Although there is capital expenditure involved, reducing emissions means cost efficiency in the long-term, and a family wine business must always focus on the long-term,” said Villa Maria National Wineries manager and executive director, Fabian Yukich.Villa Maria Estate is a founding member of Sustainable Winegrowing New Zealand (SWNZ) and also has BioGro certification for 21 hectares. CEMARS follows the achievement of Villa Maria becoming the first major player in the wine industry to receive full BioGro organic certification to cover the entire process from viticulture through to wine production and export. l
From left to right: Len Brown, Mayor of Manukau City; Sir George Fistonich, founder and managing director Villa Maria Estate; Mike Tournier, business manager Landcare Research; Fabian Yukich, Villa Maria Estate executive director and National Wineries manager.
12 FMCG may 2010
Five Otago University flatmates are swapping sausages for salmon after scooping a $13,000 prize in the New World South Island supermarkets’ Shop to Win promotion. The students, who do their shopping at New World Centre City in Cumberland St, have won groceries worth $250 a week for the next 52 weeks. “It’s going to make such a difference,” says Donna Godman, who’s from Whangarei. “Up to now we’ve been spending only $70 a week on food and we limit meat to about two or three nights so we’re planning on buying plenty of steak and chicken breasts and we’re even going to have salmon one night.” The five 19-year-olds, who also include Jaimee Ison, Hannah Baldwin and Nicole Wyss, became friends in a university hall of residence last year. They entered the competition after “a flat shop” and say they are thrilled with their win. “Not only will we have lovely food at night, we will have extra money for good lunches as well.” Craig Nieper, Centre City’s owner/operator says the students were initially stunned when he broke the news.
“Then there was a lot of squealing and shrieking – they were very excited.”He says students make up a significant part of his regular clientele and it was satisfying to be able to give something back. “And it’s really exciting for our store to be able to provide such a substantial prize.” l
StuDeNt Flat hItS $13,000 GRoCeRy jaCKPot
news
ReadeR giveaway
Craig Nieper, owner/operator of Dunedin’s New World Centre City, surrounded by the five winners, from left: Donna Godman, Sonia Kumar, Jaimee Ison, Hannah Baldwin and Nicole Wyss.
alleRGy aND INtoleRaNCe SolutIoNSThe Gluten Free Food & Allergy Show is New Zealand’s only exhibition dedicated to delivering ideas and solutions for a wide range of allergy and intolerance issues. At the show visitors will get to sample a wide range of food, and view homeware and skin products suitable for people with allergies. This is the perfect opportunity to check out the latest products in this ever-expanding category.At the show you will find products that cater to: food allergies and intolerances – such as coeliac disease, wheat, egg and lactose; airborne allergies and respiratory conditions, eg asthma; skin conditions such as eczema, psoriasis, chemical sensitivities; and vegetarian, vegan, organic and other dietary requirements.There is also a free seminar series running both days with advice from leading experts. Speakers include allergy specialist Dr Vincent St Aubyn Crump, dietitian Anna Richards, and Dr Rodney Ford, the gluten expert. The show is owned and organised by Healthy Life Media, publishers of popular monthly magazine Healthy Food Guide. This year, the company is donating $1 from every ticket sold to Coeliac New Zealand and Allergy New Zealand to support their charitable work in the community.The next show will be held at the ASB Showgrounds in Auckland from the 29-30 May. l
SUPER FOOD LTD • Contact: George Mavumkal 021 456 876 / Joseph Mavumkal 021 626 107 • Email: [email protected]
www.sfoods.co.nz
Superfoods FMCG0210.indd 1 28/1/10 10:35:25 AM
SPot the BeeThe emails continue to flow in for our monthly Spot the Bee competition. Once again an Auckland-based member of Progressive Enterprises was the quickest off the keyboard, with Tim Bastin spotting the bee on page 13.The challenge has been issued, so keep your eyes peeled if you want to be the May winner of a bottle of wine. Find the hidden bee and email your answer to [email protected] with ‘Spot the Bee’ in the subject line. l
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WholeSoMe GooDNeSSPloughmans Bread has rolled out a new range with a fresh look and taste that includes Wholemeal & Grains, Soy & Linseed, Country Grains, Rustic White, Light Rye and Farmhouse Wholemeal.Farmhouse Wholemeal is a bread that has all the goodness of grains but is milled in a way so there are no grain pieces. All the high top loaves are generously dusted with either wheat germ and wheat bran, oats, semolina or rye meal to create a unique loaf.Ploughmans Bakery holds true to the taste and texture of bread from your local baker with each loaf baked in a traditional tin and delivered fresh daily. l
SUPER FOOD LTD • Contact: George Mavumkal 021 456 876 / Joseph Mavumkal 021 626 107 • Email: [email protected]
www.sfoods.co.nz
NeStlé NeW ZealaND SuPPoRtING CuRe KIDSNestlé New Zealand recently entered two teams into the Cure Kids North Island Adventure Race, held on the 23 April in the Hunua Ranges in Auckland. This is the sixth Cure Kids adventure race Nestlé has entered, raising $25,408 for the Cure Kids Charity through fundraising initiatives in Nestlé’s head office in Parnell, taking the total amount raised in the last six years to $148,095. One of the trips saw Nestlé winning the 2008 Cure Kids South Island Great Adventure Race in Queenstown.The Milo Marvels and The Milkybar Kids, both consisting of four members each, trained hard together for two months. Preparation for the race involved leaving the office in Parnell at 5pm, using the last hours of daylight saving to run to the top of Mt Eden and back with close to full race kit. Weekend training involved travelling out to the Hunua Ranges, south of Auckland, to train on the gruelling hills and mountain bike trails that would present themselves on race day.An early start awaited the teams and their support crew of eight members, with a scheduled leaving time from Parnell of 4.15am for an equipment check, plotting of checkpoints and race briefing prior to the 8.30am start.All that training paid off, with the Nestlé Milo Marvels placed ninth in the corporate category. l
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14 FMCG may 2010
MoRe thaN a PIe aND a PINtIf you’ve had a hankering to visit the home of Tui, the holy grail, the Tui Brewery, then here’s your excuse – the chance to win a complimentary meal at the Tui HQ Café.It’s located in Mangatainoka, the heart of Tui country, and boasts a cook’s menu that’s prided on good Kiwi tucker; from Winston Peters steak sandwich to Colin Meads summer salad.It’s a day trip from Palmerston North, Dannevirke, Waipukurau, but anywhere other than that and it’s a bit of a trek. Tui promises a one-of-a-kind experience to make it worth your while though, and the cafe has even been nominated for an award in the Corporate Events Guide People’s Choice Awards.To be in for a chance to win, flick to the Snap! page and try to spot the Tui girls. You’ll find the Tui HQ Café’s address underneath. The first person to email [email protected] with the address, with Tui HQ in the subject line, wins a complimentary meal. We can’t promise the Tui girls will be there. l
ReadeR giveaway
Marlborough salmon farmer NZ King Salmon has had a huge increase in orders from international customers following the eruption of Iceland’s Mt Eyjafjallajokull. NZ King Salmon CEO Grant Rosewarne says customers in Dubai, Bangkok, Singapore, Osaka and Tokyo have all upped their orders substantially. “Dubai’s order is 100 times the norm, while orders from Bangkok are 10 times and the others have all doubled, while it’s early days in the US and we are waiting to see what comes out of there,” says Rosewarne.The customers are unable to source fish from northern hemisphere suppliers affected by the flight restrictions in Europe. “Today we have doubled our harvest – which is an extra 10,000
fish – and we’re putting on an extra shift,” he says. “Of course, this is great news in terms of sales. But it’s also important in that many more diners in those markets can now experience our premium King Salmon as opposed to the more common Atlantic salmon.“We plan to ensure they both note the fact the fish is from New Zealand and also point out to them the superior taste, vibrant colour, firm texture and naturally-high omega 3 content of King Salmon.”NZ King Salmon is New Zealand’s biggest integrated aquaculture producer and employs more than 400 skilled workers currently producing 7500 metric tonnes of King Salmon annually. The company is the world’s biggest farmer and supplier of the King Salmon variety. l
SIlVeR lINING to VolCaNIC ClouD
BReaKFaSt CeRealS: Data uPDateThe breakfast cereal category check in the April issue of FMCG stated that: “Healtheries has 70.2% (Aztec MAT 14/02/10) share of the total wheat and gluten free cereal market, with Healtheries Simple Tropical Light Cereal being the most popular cereal in the category.” Smartfoods has contested this.The discrepancy between the figures is due to the databases used: in the case of Healtheries, a targeted wheat and gluten free database; and in the case of Smartfoods, the mainstream cereal segment.Justin Hall, managing director, Smartfoods, says: “Smartfoods is proud to have the number one wheat and gluten free cereal in the New Zealand market. Vogel’s Café Style Light has 26% market share MAT 26/2/10, and is growing at over 50% MAT. The segment is growing significantly driven by consumers with coeliac disease and also consumers who want to manage their wheat and gluten intake. For this reason, Vogel’s Café Light chooses to be merchandised in the mainstream cereal segment to ensure it is seen and shopped by the maximum number of shoppers.”Michelle Singh, Healtheries product manager, Vitaco says: “The Vitaco range of Simple cereals is sold specifically as wheat and gluten free products and as such the sales data is captured in a wheat and gluten free database.“Within this database, Healtheries has 70.2% (Aztec MAT 14/02/10) share of the total wheat and gluten free cereal market, with Healtheries Simple Tropical Light Cereal being the most popular cereal in the wheat and gluten free category.“The Healtheries Simple range is targeted to the wheat and gluten free consumer and therefore fits in the category.” l
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may 2010 FMCG 15
The May cover of FMCG features all-new Air Wick Aqua Essences Fresh Mist from Reckitt Benckiser NZ, an air freshener that delivers a pure, clean, subtle fragrance to make homes smell naturally fresh and welcoming.Aimed to quickly ‘freshen up’ homes without smelling artificial or overpowering, these aerosols are inspired by water-based botanicals to capture the freshness of nature. A propellant-free trigger spray effectively disperses a light mist to fragrance the home more naturally.Air Wick Aqua Essences Fresh Mist is available in the following fragrances: Fresh Waters, Wild Lavender & Mountain Breeze, and Rainforest & Jungle Splash. l
FReSh FRaGRaNCe
Gluten Free Food and allerGy Show
auckland
put theSe dateS in your Calendar!
Proudly sponsored by:
Supported by:
Children
under 5
Free
$1 from every entry
ticket sold will be
shared between Coeliac
new Zealand and allergy
new Zealand, to support
their charitable work
in the community.
auCkland: 29-30 May wellinGton: 28-29 august ChriStChurCh: 20-21 november
Saturday & Sunday 29-30 May, 10am-5pmaSB Showgrounds, Greenlane only $10 entry
www.glutenallergy.co.nz
CheCk out the lateSt produCtSThere will be a wide range of low-allergen products, plus a wide range of food suitable for intolerances: gluten-free, dairy-free, wheat-free, sugar-free, egg-free, nut-free.
GFFS FMCG Ad 180x116mm.indd 1 16/04/2010 5:23:28 p.m.
Garnier has created its first roll-on with natural pro retinol, which continuously releases retinol into the heart of wrinkles: the Garnier UltraLift Anti-Wrinkle Roll-On.Pro-retinol, derived from nature, is a molecule produced as a result of the esterification of retinol and linoleic acid. It acts like a reservoir, releasing retinol to renew skin cells and stimulate collagen production, and contains an essential fatty acid to preserve the skin’s barrier.Linoleic acid is an Omega 6 essential fatty acid which helps keep the skin supple. It is mainly found in the East Asian ‘dyer’s saffron’, or ‘false saffron’, a plant which produces safflower oil, renowned for its skin benefits. The concentrated pro-retinol molecule gradually releases into the skin to boost collagen production and renew cells that push back wrinkles from the inside.The clinically proven formula is effective within 28 days on the areas where wrinkles are the deepest: the forehead, crow’s feet and around the lips.The roller ball applicator delivers all the benefits of receiving a massage, prevents lactic acid build-up and promotes good blood circulation and a general sense of wellbeing. l
Roll aWay WRINKleS
16 FMCG may 2010
news
NatuRelaND
jaZZING It uP
Consumers on both sides of the Tasman will get a taste of Dow Design branding as the company’s design for new baby food Natureland appears on shelves in New Zealand and Australia.Natureland, a new brand made in New Zealand by McCallum Industries, is made of all natural ingredients and available in a wide range of interesting flavours for every mealtime. It hopes to capture a gap in the market between organic and mainstream offerings in both countries. Aimed at parents of infants and toddlers (six months to three years), seeking convenient, affordable, nutritious and tasty baby foods, Natureland faced the challenge of how to stand out from other baby foods in an already fiercely competitive marketplace. To achieve this, Dow Design created an attractive and inviting design using nature imagery that gives the brand an eye-catching, trusted and contemporary look.“Natureland needed to make a strong and positive impact in the visually-busy baby food market,” says Dow Design’s creative director, Donna McCort. “We chose simplicity – and white – to cut through the clutter. These elements also deliver to the freshness and integrity that underpin this wholly natural product.” Natureland is the first mainstream baby-food offering in both
The 2010 New Zealand Jazz apple season officially opened on 12 April. Jazz is rapidly becoming one of the most popular apples in the world, and was created after years of collaboration between ENZA, Plant and Food Research and selected apple growers around the world. It is now the third largest apple crop grown in New Zealand.The apple is a naturally bred cross between Royal Gala and Braeburn and has inherited the best attributes of both its parents – the juicy sweetness and colour of the Royal Gala and the tangy tartness and crunch of the Braeburn. It is known for its density, transportability and flavour and shelf life.Jazz was introduced to the global markets six years ago, and huge international demand has meant that this is only the second year that Jazz apples are available in New Zealand. Campbell Naish, marketing and communications manager, ENZA says: “Last year was the first full marketing year. Prior to that there was so little volume around that we were taking it out offshore first. We haven’t had enough to focus on the New Zealand market as this was designed first and foremost as an export apple, targeted at the European market in terms of taste profile and size.”In addition to New Zealand, the apples are currently grown
Australia and New Zealand that comes in the form of a Bisphenol A (BPA)-free pouch. Along with a child-safe mono-piece cap, it allows parents to store the pouch within a bag and serve one spoonful at a time, reducing waste. An ‘all ages’ range further differentiates Natureland from its competitors.The design had to communicate the taste as fresh and nutritious, says Natureland brand manager Dooley Crighton.Following its New Zealand launch at the Ellerslie International Flower Show in Christchurch on 11 March, Natureland is now available in supermarkets throughout New Zealand. l
under a carefully managed licensed programme in 12 countries. There are also extremely rigorous criteria around orchard and harvest practices, and grade standards for the apples that must be met.Jazz is running an extensive tasting campaign throughout New Zealand with Foodstuffs in its New World, Pak’n Save and Four Square stores. The ENZA team will also be working closely with WDL and its Fresh Choice and Super Value stores, Fruit World and other independent retailers who are strong supporters of the variety.In-store activity will include samplings, promotions and competitions to give away mountain bikes and cycle jerseys, in line with Jazz’s long history of supporting cycling. l
Grape Ride competitors Richard Inglis (one of New Zealand’s biggest Jazz apples growers and a JV partner with T&G), Sarah Inglis, Bronwyn Inglis, Rochelle Roberts, Emma Bawtree and local bike shop owner David Thorne.
news
may 2010 FMCG 17
ChaNGeS to DB MaRKetING teaMHot off the heels of winning ‘Geon Rookie Marketer of the Year’ at the TVNZ Marketing Awards last year, Dave Shoemack has been promoted to Export marketing manager at DB Breweries.Shoemack has been championed within the company for his can-do attitude and level-headed approach – two apt qualities given he will lead the Export brand through some exciting changes this year. Replacing Shoemack as Export brand manager is Honor Dillon who has been with DB for over two years, working on the Tui brand. In other marketing moves, Heineken brand manager Damien Collins is taking on the role of brand manager Tiger and Monteith’s. Collins will report to Monteith’s marketing manager Russell Browne and help drive the brands’ sales and awareness through their key markets.DB is currently recruiting brand managers for the Tui and Heineken teams.
SWeet RoleJohn Smart has been appointed sales and marketing manager at Airborne Honey. He will be responsible for establishing systems, consolidating existing sales and implementing a plan for growth in New Zealand and internationally.Smart comes to the role with a background in exports and the medical industry, having worked for MG Marketing in an export role and run New Zealand Produce Brands as CEO and director.
DB BReWeRIeS NeW FINaNCe GMSteve Cooper has been appointed general manager, finance and planning, at DB Breweries. He replaces Hamish Stevens who held the role for 12 years.Cooper joins DB from Consolidated Media Holdings in Sydney where he was previously chief financial officer. Prior to this Cooper worked for Stockland, a
diversified property group in Australia; Vodafone – in both New Zealand and Australia; Viasat Broadcasting based in London and TV3 here in New Zealand.Cooper is now based at DB’s Waitemata Brewery in Auckland where he heads a team covering finance and planning, legal and information services. He is also a key member of the company’s executive team.DB Breweries’ managing director, Brian Blake, says, “Steve brings extensive financial-sector experience to his role and we’re delighted to have him on-board.” l
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nargon
Trina Snow, executive director, NARGON.
youth unemployment rates riseShould the minimum wage be reintroduced for youth? By TRINA SNOw
In April 2006, Nargon told Parliament that “minimum wage laws can set wages but they cannot guarantee jobs”. At that time, politicians were considering wheth-er it was discriminatory to have a youth minimum wage and an adult minimum wage.
Nargon argued strongly at that time in favour of re-taining a youth minimum wage. The supermarket and grocery sector has always employed a significant number of young people. For many of them, a job in their local supermarket or dairy is their first paid employment.
We know from experience that employers are always taking a risk employing young people with few skills and little work experience, but most shops believe in giving young people a chance to show what they can do. It’s good for the community.
The 2006 Nargon submission recommended that the youth minimum wage rates be retained because they made it easier for young, unskilled individuals to find a job. If the price of these least skilled young workers was unduly increased, employers were naturally going to employ less of them. At that time, youth unemploy-ment was 12%.
Youth rates were abolished in April 2008 and youth unemployment has since risen to 30% for those aged 15-19. These figures are tragic but sadly justi-fy the arguments Nargon and other groups such as Business NZ made against the abolition of the youth minimum wage. It would be a huge disappointment if young people missed out on employment oppor-tunities during Rugby World Cup year because of this change.
The issue was largely off the political radar until ACT List MP Sir Roger Douglas had his Minimum Wage
(Mitigating Youth Unemployment) Amendment Bill drawn out of the member’s ballot and introduced into Parliament. It would reintroduce a youth minimum wage for 16 and 17 year olds.
Douglas wrote in the Nargon News: “An after-school job at the supermarket has been the first job for many young people. However, in recent times that all impor-tant first job has become harder and harder to get.”
This is concerning. Instead of young New Zealanders being able to gain crucial work experience and develop a strong work ethic, they are instead unable to get a job and are stuck at home on the couch. I believe that by setting the minimum wage at the same level as adults, it effectively priced young people out of the market.
By allowing a wage differentiation between adults and young people it gives employers an incentive to take the risk and employ a young person with no experience.
The real tragedy of setting youth wages too high is that many of those who can’t find work at $12.75 an hour – but perhaps could find work for $10 an hour – are forced to go onto the unemployment or indepen-dent youth benefit. In other words, we prohibit them from earning $10 an hour, and instead force them to earn $3 an hour, which is how much they earn on the unemployment benefit.
Nargon fully supports Douglas’ Bill. Sadly, the National Party has already indicated that it will not even support the Bill through to select committee so that public sub-missions can be heard. National said they do not think the Bill would boost youth employment and would be a political distraction.
We disagree. The facts of the situation are quite clear. At the very least, the Government should support this legislation to select committee and allow employers and young people to have their say.
2010 SPONSORS 3M New Zealand, AM International Ltd, APM (New Zealand) Ltd, B&F Papers Ltd, BJ Ball Group, Fujifilm NZ Ltd, Kodak NZ, Blue Print Imaging Ltd, Canon New Zealand Ltd, DIC New Zealand, Mainland Printing Inks, MAN Ferrostaal NZ Ltd, Muller Martini Australia Pty Ltd, Norske Skog Tasman Ltd 2010 MEDIA SPONSORS i-grafix.com, Inky Fingers, New Zealand Printer Magazine, Printers Post, FMCG
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2010 PATRONS
It’s time to take to the stage, so make sure you’re at the Pride In Print Awards 2010 Presentation Dinner. SkyCity Auckland Convention Centre 6.30pm 18 June 2010
There will be no cancellations or refunds accepted once a booking has been made. Please retain a copy of this as your tax invoice. GST 62 533 854
Detach and return to Pride In Print Awards, Po Box 50166, Porirua
Name. Company.
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Awards Presentation and Dinner $198.00 per ticket (Inc GST). Tables seat 10. No. of tickets Total $ Cheque enclosed Bank deposit ASB Ellerslie 12 3060 0239017 00
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22 FMCG may 2010
New Zealand is renowned for its lamb. This chef loves his grass-fed beef. By DARREN wRIGHT
Kobe beef and superyachts: all in a day for this chef
Darren wright is executive chef of the Bangalore Polo Club in Christchurch and a Beef + Lamb New Zealand Ambassador Chef.
beef & lamb
the animals are actively walking around on pasture using their muscles. They are also much leaner. But the prime cuts of any beef, such as fillet and ribeye, will always be more tender because they come from a part of the body which is less worked, whereas the secondary cuts, such as chuck, blade, brisket and bolar require more cooking to achieve tenderness.
As a chef, it’s really important I select the right cuts and cooking methods to achieve the results I want. It’s also critical I select meat of good quality. Just rais-ing animals on grass doesn’t automatically mean they taste good - many other aspects, such as the type of grass they are fed on, genetics, rotational grazing and good farming practices, influence the quality of the end product.
But my love of grass-fed beef doesn’t stop me from enjoying grain-fed from time to time. A few years ago I was lucky enough so work on a superyacht in France during the Rugby World Cup.
A Japanese chef working on the same boat brought with him 20 kilos of world-famous Kobe beef, fed a combination of grass and grain. Late one night we raided the kitchen for a late-night snack of Kobe beef sirloin, fries, tomato sauce and Alba truffles. We later estimated this royal snack would have been worth well over $1000. I would love to eat this quality of beef more often in New Zealand at a reasonable price tag.
Overall though, grass-fed still gets my vote.
GrowInG up in rural Akaroa, I was surrounded by hills of lush, green grass. So I guess it’s no surprise that when I’m choosing a tasty, succulent piece of beef, I prefer grass-fed over grain-fed.
Unlike here, most cattle in the United States are fattened up to market size on a grain-rich diet in a feedlot. The sedentary nature of those last few months may contribute as much to their meat quality as the diet itself.
The question should not be whether grain-fed or grass-fed is better, but more one of ‘which do you prefer?’ Taste is purely a personal thing, but in my opinion grass-fed beef is better. I find it more flavour-some. Even so, the best grass-fed beef is going to have a firmer, chewier texture than grain-fed, purely because
may 2010 FMCG 23
FRESH AND LOCALSpecialist resource writer John Clarke highlights developments in produce, fish and meat supply.
FISHInshore species will slow down as we move into early winter.This is a bloody good time for groper (hapuku), but it’s bloody expensive all the time. The main season for tarakihi is slowing and finishes in June but there will always be some around. Lots of beautiful fat mullet at a great price. There will be lots around till mid winter.Gurnard is always available; a lovely fish you can’t afford to ignore. Again this month trevally and kahawai are in good nick and are a greatly underrated, inexpensive fish species.Flounder will get scarcer this month. Tuna quality is still good and the southern bluefin season is on, but we will not see much of this fish, the best of the tuna species, as it is worth too much to the export trade.The southern blue cod season is away so we should see a lot more in the marketplace from now on. Warehou is another southern species, the main season is starting and the price is always reasonable.
MEATSome good news at last on the red meat front. Local export beef prices are dropping and local trade prices are following close behind.Processing numbers are returning to normal as a dry autumn brings winter closer and farmers
de-stock, some with limited winter feed.Lamb schedules remain firm but the schedule is about $1 per kilogram behind last year and is falling due to the strong currency and now adequate supply. The store lamb market is easing in price and numbers in the south, but held firm by some areas of good feed in the north. Local trade schedules and prime lambs at the sale yards have stabilised in price with lack of supply forcing processors to chase all available stock. There are some very big lambs coming out of Hawkes Bay at present. Make sure you have a reputable processer and distributor. It is very simple, find and get to know a decent supplier, stick with him or her and always insist on a branded product. Do this and all other quality variables will fall into place. Choosing lamb displaying the New Zealand Beef and Lamb Quality Mark is a good start, but deal with cowboys offering cheap deals and you will just get what you pay for.
FRUITPeaches, plums, nectarines and apricots are finished but all the Kiwi-grown apples are in the market, as are pears. Avocado quality appears to be falling off and feijoa quality, size and numbers are down, probably something to do with the drought conditions in the north.We are seeing a lot of the Kent and Keitt varieties of mango (the green ones) from Mexico and some organic ones from Peru at present and very good quality they are too. This variety seems to keep better and bruises less easily.All varieties of New Zealand grown melon are about done. You will find some local rock and honeydew out there but watch the quality. The imported varieties are also available now. The passion fruit season is about finished but New Zealand’s first persimmons will arrive.
VEGETABLESMost of our New Zealand-grown summer and autumn vegetables are shot but yams will start to show up this month. A good
time for Brussels sprouts is now, now, now, at their best until August. The main time for fresh Kiwi short cucumbers has had it, but the telegraphs come back in quantity in May, all hot house of course. The quality of carrots and parsnips is good at the moment, as is kumara.Celery is available all year and improving in quality from now on. Leeks are at their best over the next few months. More Florence fennel is now available, with good quality and larger bulbs at this time of year. Pumpkins are still to be had and in good nick and there will be red cabbage for another month or so. There is a good supply of brown onions with plenty of New Zealand red onions still around, so you do not need to buy the Californian ones. Lots of good quality main crop potatoes all over the place as well, with plenty of variety to be found. The (so-called) Maori potato varieties are becoming more easily sourced as more and more growers are getting into them. You should get samples before you buy as there are about two dozen varieties out there. Each type has a different texture, taste and colour and
some varieties are not long keepers. We have been getting some great quality peruperu in particular this autumn and they look like holding on through winter. The trick is they need to be kept in the
dark and away from plastic. These old traditional spuds are generally
worth the trouble as they knock the socks off the more common commercial varieties. Earth Gems are pretty available, pretty expensive and pretty pretty.
IN ITS PRIMEPip fruit, pears and apples are best buying along with the new Kiwi kiwifruit and feijoas. Lots of new fruit: tamarillos, keriberries, persimmons and quinces. Vegetables starting this month are yams, chokos and southern parsnips, and we are still good for red cabbage, Brussels sprouts and kumara. Best fish for May are kahawai, piper and northern bluefin tuna (if it doesn’t all get exported) and best of all, Bluff oysters.
FINISHEDAll our stone fruit, New Zealand beans and sweetcorn.
24 FMCG may 2010
The Rugby World Cup 2011 is going to rock the nation and it’s not going to be because of the haka.
Thousands of international visitors will pour into New Zealand stadiums in 2011 to stake a claim. On day one of the global ticketing application phase, Rugby World Cup organisers received over 25,000 applications, equating to 90,000 tickets.
An announcement stated: “The rugby community within New Zealand has also pre-ordered 14,500 packs and this total revenue, along with the opening day of global ap-plications, has already exceeded the total ticket revenue of the Lions tour to New Zealand in 2005.”
Locals who don’t put in an appear-ance will be stocking up to watch the games on TV with friends and family. The crowds have to be fed, they have to be watered and they want the best
of what NZ has to offer. Are you prepared?
Fortunately if you’re not, this handy guide should steer you in the right direction with 18 months left to take action for the biggest sporting event New Zealand has ever hosted. How do you maximize that con-sumer spend during major sporting events? FMCG enlisted the help of research-based shopper consultancy him! to find out, and him! in turn drew on its UK and USA expertise to provide the answers from recent international sporting events – like the Super Bowl.
MASS CONSUMPTIONThe NFL in the States is akin to Super14 here in New Zealand, and the annual Super Bowl Sunday scores highly as the second-largest day for US food consumption after Thanksgiving. This affects more than
bars and restaurants – almost every link in the supply chain from manu-facturers to supermarkets can benefit.
Matthew Thompson of him! New Zealand reports that US manufactur-ers have taken advantage of the event in a number of ways, including on pack communication and competi-tions that help to create a sense of theatre and ensure the product stands out on the shelf.
He says: “Manufacturers link their product to Super Bowl activities and parties via radio with usage ideas, retail tags, and public relations – via long-lead consumer magazines and short-lead publications to create consumer interest during the Super Bowl time frame.”
As an example, tortilla chip brand Doritos usually advertises heavily during the Super Bowl, having used everything from state governors to beauty queens to ‘Crash the Super
Pauline Herbst finds out the best ways to leverage the World Cup while steering clear of accidental ambush marketing.
Are you ready?
may 2010 FMCG 25
feature
Above: Heineken’s giant billboard is a clear demonstration it is taking promotional activity around the RWC 2011 very seriously.Above left: Branded packaging to
run with Heineken’s first promotion, due to launch July 2010.
Bowl’ promotions. Some of these promotions offer over US$1 million plus prizes if contestants can create a commercial that makes it onto the USA Today’s Top Super Bowl com-mercials list and creates phenomenal media coverage.
The company has even asked con-sumers to vote for the Madden NFL 11 cover athlete. In addition to ‘Super Bowl Chompion’ slogans, packs of Doritos also featured NFL and EA Sports logos.
This is where retailers can easily enter the game. Thousands of con-sumers will be gathering in front of large flat-screen televisions for the Rugby World Cup, the perfect excuse for a barbeque or party with mates.
Savvy US retailers like Whole Foods promote bulk buy ‘party’ pro-motions merchandised with a Super Bowl themed display. As Thompson says: “In the week leading up to the Super Bowl, stores heavily encourage consumers to take advantage of the one-stop-shop for their Super Bowl party needs.”
The same “buy any 10 items for $10” concept can easily be applied to the New Zealand market, with retail-ers focusing on party fare such as tor-tilla chips, potato chips, crackers, dips, pizza, lollies, plastic plates and cups, beer and wine. Sampling is a great way to create theatre in-store and promote event-associated products, and staff can play a key role in help-ing consumers decide which foods, wines, and snack items are suitable for their party. For the truly devoted fan, reusable branded carrier bags, tea towels, oven gloves and beer and wine coolers are also options. The retailer stocking rugby-themed paper plates and cups will make a fortune.
Thompson adds: “Themed gon-dola ends provide a buzz and interest in-store with promotions providing shoppers with both a cross-category solution, and saving. Promotions are communicated at the gondola end via vouchers at the front of stores and with each individual product on the main shelf.”
Many US retailers start alerting customers to these promotions a few weeks before Super Bowl Sunday, using external signage bearing mes-sages such as: “We have all your barbeque needs covered.” “Cross-merchandising and event signage help to sell items outside the norm of the everyday shopping trip,” says Thompson. He also cautions retailers not to forget the ‘value option’ – pri-vate label snacks.
“Private label snacks are gaining ground in the US. During the two weeks surrounding the Super Bowl in 2007, private label snacks held a dollar share of 6.8. In 2009, this jumped to 8.1. Similar trends are evi-dent for private label crackers, nuts and frozen pizza.”
Other important considerations include increasing staff to cope with customers wanting to get in and out of stores quickly, especially in deli sections. It is at the food service front that retailers can get imagina-tive. Link your promotions to results (for every goal, customers receive an extra pizza base with their purchase or a cooked chicken).
It’s also smart to ensure your online offering is robust with extra deliv-
ery options as people are likely not to stray far from a big screen during this suspenseful time. Linking charity support to a game is another option. Him! analysis reveals even Hooters gave all its sale proceeds during the 4th quarter of the Super Bowl to the ‘Stop the Hunger Foundation’ to benefit the relief efforts in Haiti.
Over in the UK, the FIFA Football World Cup has seen similar promo-tional activities to the US. Mars re-moved its black wrapper for the first time in 78 years in favour of white packaging featuring the St George’s Cross, while Mentos sported green and gold packaging in support of the Socceroos.
So what’s happening with RWC-themed packaging on Kiwi shores?
THE OFFICIAL THIRST qUENCHERIn March, global brand Heineken took on the challenge as the Official Beer (in capitals) of the Rugby World Cup. As a Worldwide Partner, the company “has access to a package of worldwide rights, including use of the RWC 2011 event marks and des-ignations in promotional tie-ins”.
Heineken New Zealand wasted
26 FMCG may 2010
World Cup stretches over many years and we’ve improved our Heineken Experience each time we’ve been involved.
“Rugby World Cup 2011 is our brand’s opportunity to showcase Heineken New Zealand to the world and present the local Heineken expe-rience to visitors,” says Blake. “As far as we’re concerned, this is it, and we will be putting considerable time and effort into making sure it is a success on every level.”
The first of Heineken’s promo-tions aims high. The ‘2011 Live it with Heineken’ promotion offers Kiwis the chance to win one of three prizes. The top prize (of which there are three) sees winners winging their way to the UEFA Champions League final at Wembley, London, attending an exclusive European music event and returning to New Zealand where they will experience the Rugby World Cup 2011 final. Each prize pack is for two people and includes return flights and accommodation.
Launching in July, the on-pack promotion also includes the chance to win one of 30 Rugby World Cup 2011 Heineken double-door fridges (silver star) and one of 1000 Heineken home bar kits (red star) complete with glasses, a bar towel, bottle opener and coasters.
To win, consumers have to hunt out specially marked green, silver, or red shrink-wrapped Heineken bottles hidden inside 12 and 15-packs. Each coloured star represents the level of prize won. The promotion ends on 31 December 2010, just in time for Rugby World Cup 2011 celebrations.
Blake says the promotion demon-strates what Heineken brings to in-ternational events.
“Heineken is delighted to help contribute to the great atmosphere at these global events; the winners will get to experience the most amazing year of their life, culminating in the biggest event ever to come to New Zealand, the Rugby World Cup 2011 Final at Eden Park on 23 October
2011, thanks to Heineken.“It will be a fantastic prize for three
lucky people and I’m sure they’ll be extremely popular with their friends when they find out they have won.”
AMBUSH MARKETINGWhile official sponsors like Heineken are free to run ambitious promotions using RWC 2011 imagery and em-blems, non-affiliated companies have to be cautious they don’t stray into the terrain of ambush marketing.
According to the Rugby World Cup 2011 Rights Protection Group, ambush marketing is “the associa-tion of individuals, businesses, brands, goods or services with RWC 2011 where no official right exists”.
This can include the unauthorised use of intellectual property rights, vicinity marketing, using competi-tors or fans and implied association. The Rights Protection Programme is managed by IMG on behalf of Rugby World Cup Limited and is: “dedicated to preventing and mini-mising ambush marketing and other commercial rights infringements in order to protect and enhance RWC intellectual property and other com-mercial rights; protect and enhance in-vestment made by RWC commercial partners; and protect consumers”.
Falling foul of regulations is not advisable, with tournament emblems and wording protected by a raft of trademark registrations and laws. The Major Events Management Act prohibits advertising activities that suggest an association with RWC 2011. To help you understand what is and isn’t permissible, FMCG has included illustrations from the Major Events Management Act Guide over the following two pages.
Lamb, manuka honey, Lemon & Paeroa... New Zealand’s products are iconic and internationally renowned. Coupled with the excitement and patriotism generated by the World Cup, manufacturers and retailers alike should be able to score some goals, no matter what the official outcome of the match final.
Phot
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edit:
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no time, erecting the largest bill-board in Australasia on the corner of Albert Street and Custom Street East in Auckland as a teaser. At almost 150 metres long, the billboard is 50 metres longer than a rugby field and reads: “Turning great rivalries into even greater friendships, since 1873. It’s almost time.”
Heineken New Zealand’s man-aging director, Brian Blake, says the billboard is an example of the atmos-phere Heineken intends bringing to Rugby World Cup 2011.
“Rugby World Cup 2011 will be the biggest sporting occasion – and arguably the biggest event – that New Zealand has ever hosted. The tournament provides a fantastic opportunity for Heineken to engage with premium New Zealand beer drinkers and share our experience of international sporting events. Heineken’s involvement in Rugby
Retailers and manufacturers in the UK and US make the most of their international sporting events.
may 2010 FMCG 27
An illustrated guide to the Major Events Management Act 2007
KEy RwC 2011 wORDS• Rugby World Cup
• World Cup 2011
• RWC
• World in Union
• Rugby New Zealand 2011
• Total Rugby
• Webb Ellis Cup
• IRB
feature
ADVERTISING AND PROMOTIONGeneral AdvertisingA magazine advertisement that uses general terms and/or images which are not declared ‘major event emblems’ or ‘major event words’, and which does not suggest an association with RWC 2011, is not in breach of the MEMA.
However, a magazine advertisement that uses the protected words ‘Rugby World Cup’ may be in breach of the MEMA. Generally speaking these words can only be used with the written authorisation of the event owner, RWCL.
The MEMA prohibits RWC 2011 tickets being offered as prizes in fundraising activities, competitions, and other promotional activities without the authorisation of RWCL.
The same rules also apply to scratch-and-win games, or any other form of lottery that creates an unauthorised association with RWC 2011.
The MEMA prohibits ‘advertorials’ - where advertisements are presented in the manner of editorials, but suggest a commercial relationship between RWC 2011 and a business or individual that is not authorised to use a protected RWC 2011 emblem or word. Advertorials are treated in the same manner as the general advertising examples above.
28 FMCG may 2010
feature
Extracts from the Rugby World Cup 2011: A Guide to the Major Events Management Act 2007 have been provided courtesy of the Ministry of Economic Development and Rugby world Cup Limited.
Full copies of the guide are available from med.govt.nz, nz2011.govt.nz or rugbyworldcup.com.
Match SchedulesMatch schedules are popular items that are regularly produced in conjunction with major sporting events. RWCL permits the use of match schedules for information purposes, provided that they are not presented or distributed in a way that creates an unauthorised association with RWC 2011. Match schedules that are not ‘advertorial’ and simply list match times and locations will comply with the MEMA. The example below is permitted under the MEMA as it doesn’t create an association between a business and RWC 2011.
SHOP DISPLAyS AND ‘wINDOw DRESSING’The MEMA does not prohibit businesses from showing their support for RWC 2011, for example by dressing their shop frontage. However, care must be taken not to create an unauthorised association with RWC 2011.A window display that does not use protected RWC 2011 words and emblems, and does not otherwise create the suggestion of an association with RWC 2011, will be permitted under the MEMA.
The previous example, however, would be in breach of the MEMA because the branding of the schedule creates an association between the business (‘Company Name’) and RWC 2011.
MERCHANDISERWC 2011 operates an official licensing programme, and many licences have already been issued to New Zealand businesses. These licences cover many different categories, from apparel to stamps. Businesses which do not have a licence to produce official RWC 2011 merchandise cannot produce anything that contains protected RWC 2011 emblems or words. Merchandise that does not use any protected RWC 2011 emblems or words and does not create an association with RWC 2011 will not breach the MEMA.
However, merchandise that uses protected emblems or words will breach the MEMA.
may 2010 FMCG 29
How would you cope with a statutory recall during the
Rugby World Cup? By DR PETER STEVENS
If you had to pull it,
could you?
gs1
Dr Peter Stevens, chief executive, GS1.
ONLINE: To see how the Chinese government controlled sources at the Beijing Olympics, visit: http://en.beijing2008.cn/news/olympiccities/beijing/n214574461.shtml.
FSANZ in Australia and the Food Safety Authority here). In Canada and the US a wide-scale rollout is already underway supporting multiple sectors.
What intrigued me was the interest demonstrated in Canada by the restaurant trade in the GS1 Canada Recall Solution. They are interested in leveraging the GS1 Recall Solution down to individual restaurants, with even signage on the doors indicating that the premise is part of the ‘Hospitality Association Recall Network’ or something similar.
Is this a beat-up by some over-zealous risk manager? In Canada, the answer is definitely not, after contam-
ination of product from the cold cuts company Maple Leaf Foods killed 22 people through food service out-lets as well as deli distribution in 2008. Food safety is on many people’s minds there.
Of course, the interest from the restaurant trade in Canada was piqued by the potential risk around high-profile events like the recent Winter Olympics.
Sometimes the response of nations where pride and reputation are at risk is to exert heavy control. The Chinese government strictly controlled all sources, distribution and the preparation of food being eaten by tourists and competitors at the Beijing Olympics through inspections, GPS tracking and other devices.
Given that such totalitarian control of food suppliers is not likely or desirable in New Zealand, I still think that NZ Inc must ask itself what processes are desirable or essential to look at the risk associated with a major recall at the Rugby World Cup next year?
It seems logical that the food and beverage sector must look to both promoting our top-quality goods on this global stage in our backyard, as well as the infra-structure that would allow suspect product to be pulled back safely and quickly.
Last year I wrote in this column about the global cost of statutory recalls in the food and beverage in-dustry. The numbers were frightening and damaging or crippling to the food manufacturers concerned. Think of melamine in milk, dioxins in pig meat, lysteria in cold cuts…
Even when there is no safety impact, recalls and withdrawals can be a source of friction between trad-ing partners where the rules and who bears the costs of the pull-back are not agreed up front. Witness the very public spat recently led by the Pharmaceutical Guild in NZ, where the Guild is taking multinational giant GlaxoSmithKline to court to recover costs on behalf of its members for the consumer-level recall of Marevan (warfarin) 3mg tablets in January 2010.
Furthermore, statutory recalls are just the tip of the iceberg as brand-owner initiated withdrawals are a much more prevalent occurrence – typically an order of magnitude more prevalent. Last year there were 80+ withdrawals from the grocery trade.
Globally the grocery industry (and interestingly the toy and healthcare industries) are moving to provide assistive tools to speed up their responsiveness to any problems picked up in consumer-land or by regulators, or just to pull back product that is not up to the quality or labelling standards that they may set for themselves.
In Australia, a pilot of the GS1 Recall Solution is soon to go live for the food and grocery industry under the sponsorship of the Australian Food and Grocery Council and Efficient Consumer Response Australasia. In New Zealand the GS1 New Zealand board, on your behalf, has green-lighted a pilot project following in the footsteps of Australia (given that we are almost a common market albeit with separate regulators –
What’s HotW
hat’s H
ot
30 FMCG may 2010
SENSATIONAL NEW SAUSAGES FROM HELLERS
RELEASE NATURE’S FRESHNESSwITH AIR wICK AqUA MIST
BIC® INTRODUCES RANGE OF STICKY NOTES
New Air Wick Aqua Mist brings real innovation to your shelf and will step-change your category value growth. Consumers are looking for lighter and more natural fragrances, which is why Air Wick is introducing an Air Freshener designed to release the freshness of nature into your consumers’ homes! Thanks to its propellant-free trigger, Aqua Mist delivers more wonderfully refreshing fragrances inspired by water-based botanicals to smell as fresh and welcoming as nature intended.There are three fragrances available: Fresh waters, capturing the clean, refreshing scent of ocean waters with a hint of sparkling citrus. wild Lavender, with floral essences and refreshed by a gentle mountain breeze and Rain Forest & Jungle Splash, with the freshness of a rainforest morning, where cascading waterfalls mix with the delicate scent of aloe blossoms.Aqua Mist not only has a propellant-free trigger and eliminates unwanted odours, it is also safe on fabrics and its bottle is recyclable. All other Air Wick products remain available.
Please contact your Reckitt Benckiser representative for further details on getting air Wick aqua Mist in your store.
Hellers is introducing four fantastic new sausages to their award-winning
Sensational Sausages range.Hellers AngusPure™ – high
quality coarse-cut Angus beef in a natural casing. Hellers Moroccan Lamb – rich and savoury with a sweet burst from raisins in a long thin casing that
cooks and caramelises easily.Hellers Merguez – a blend of beef and pork
mildly spiced with chilli, paprika, cumin and garlic – a complete European experience with a Kiwi twist.
Hellers Nuremberg – 100% pork with pepper, marjoram, ginger, nutmeg and caraway in a thin casing for an unmistakable European taste.
For further information please call Brendan Williamson on 09 630 5970 or email [email protected]
For more information contact Kevin Calder, National Sales Manager at 03 375 5031 or email [email protected]
BIC® (NZ) Ltd is known for its ranges of writing instruments, glues and correction products and more recently adding Glue Sticks to its offering. Today BIC® has introduced Sticky Notes and Indexes to complement its range and these are now available to order through normal ordering channels.There are 6 sticky notes skus: Coloured notes, BIC® orange plain notes (2) and cubes and 2 recycled notes: ECOlutions retail pack and commercial box. In the index range BIC® has index arrows and indexes in a handy dispenser. RRPs range from $1.99 - $24.99.
What’s Hot
What’s H
ot
may 2010 FMCG 31
HELPS STRENGTHEN ENAMEL FOR A LIFETIME
HUBBARDS NEw WHOLEGRAIN PORRIDGE OAT SACHETS
JOHN wESTTHE BEST SNACK TO GO!
For more information call 0800 540 144.
Macleans® is a registered trade mark of the GlaxoSmithKline group of companies. Contains sodium fluoride 3.152mg/g. Use only as directed. GlaxoSmithKline NZ Ltd, Level 8, AMP Centre, Cnr Customs and Albert Streets.
Hubbards introduces a new delicious wholegrain Porridge Oat Sachet. An extension of the Oat Sachet range, Hubbards have combined the goodness of 5 wholegrains (Oats, Wheat, Rye, Barley and Triticale) into a tasty and convenient creamy flavoured vanilla multigrain oat sachet. Perfect for storing at home or at work!With increased consumer awareness of Wholegrains, Hubbards wholegrain Porridge provides slow releasing energy and keeps you full for longer. Oat Sachets are excellent for portion control. wholegrain Porridge Oat Sachets are in the larger 50g serve, for a more satisfying breakfast (25% larger than the leading sachet brands at 40g or less).
Contact your twin agencies Sales Representative for further information. www.hubbards.co.nz
• Combines the natural goodness of tuna with water crackers to create a delicious snack, providing a natural source of protein and Omega-3.
• A perfect snack for school or work.• No mess, shelf-stable Tuna snack, ready to
eat anytime, anywhere.• Available in two
appetising flavours, Plain Tuna and Tuna with Tomato & Basil.
• All natural ingredients.• Comes in shelf-ready
shippers 8 x 61g single serve packs.
• RRP $2.19• Stock up now!
Contact KMl Retail Management Services on (09) 475 0940.
Enamel is your tooth’s frontline defence against plaque and food acids that cause cavities and decay. Once the enamel is gone, it can’t be replaced. New Macleans Advanced Enamelock formula helps to strengthen enamel by helping to lock in vital minerals and lock out plaque acid to give your whole family strong, healthy teeth for a lifetime. Macleans Advanced triple stripe is available now in MildMint and FreshMint, 90g RRP $3.09, 120g RRP $3.79.
32 FMCG may 2010
category check
As the light mellows with the changing season, con-sumers turn to sweet treats to bolster their flagging
spirits. Jams and honeys are embraced; a spoonful in creamy porridge, a thick spread on hot, buttered toast, or an important ingredient in warming bakes and puddings.
More importantly, the health as-pects of honey are increasingly being recognised, from soothing a harsh cough to aiding sleep and diges-tion. With 2,476,246 units flying out the door, this category shows steady growth, much like the heritage-steeped family businesses producing the sticky sweetness.
JAMS, CURDS AND MARMALADESBarker’s of Geraldine makes two sweet spread brands – Barker’s of Geraldine and Anathoth. The brands are both manufactured in Geraldine but are very different. They both however sit
in the premium segment of the cate-gory, contributing to a combined 25% value share (Aztec MAT to 7/3/10).
“Barker’s of Geraldine jam is made using a unique cooking method; it’s all about minimal processing with short boil times, cooked under vacuum. This creates a delicate and fresh fla-voured jam,” says Danielle Esplin, FMCG marketing manager, Barker’s of Geraldine.
“Anathoth jams are cooked in small batches using simple and traditional techniques – like Grandma would have done, simply half fruit and sugar boiled together until it sets. Long boil times produce big fruity caramelised flavours. There are no preservatives, no colours, no additives and no ar-tificial colourings or flavours thereby creating a wholesome jam.”
Both brands support local fruit growers wherever possible. Recognising a growing interest in the origin of its fruit, Barker’s voluntarily committed to country of origin label-
Sweets for my sweet,sugar for my honey
may 2010 FMCG 33
sweet spreads
the BReaKDoWNCurrent Mat to 28 March 2010
Total spreads: $117,012m. Value % Chg vs ya 11.1.Total sweet spreads: $13,207m. Value % Chg vs ya 11.8.Total honey: $29,485m. Value % Chg vs ya 8.3.Total jam: $26,864m.
Value % Chg vs ya 8.7.
*ACNielsen New Zealand
ScanTrack (Databank)
ling in 2009. The back of each pottle states where the fruit comes from and as Esplin says: “If there is a shortage of local fruit, we’ll tell you.”
The past 12 months have been spent refining recipes, moving most of Barker’s and Anathoth marmalades to 100% New Zealand citrus to contin-ue an alignment with New Zealand fruit growers. Esplin says: “We have also improved our Anathoth Ginger Marmalade recipe in response to cus-tomer feedback. The market response to our commitment to support New Zealand fruit has been overwhelm-ingly positive.
“We have plans to launch two unique Anathoth jam flavours later in the year featuring fruits which we know our customers already love. There are so many more flavour ideas and combinations which we are pas-sionate about bringing to market.”
Despite the tight market condi-tions, data confirms that customers don’t mind spending a little bit extra
on things that are important to them. This, along with the Michael Barker family heritage story, has meant growth for the company’s brands.
“Anathoth has a proven abil-ity to add value to the jam category through shifting consumers up from mainstream brands into the premium segment. Being a family owned com-pany, it gives us the speed and flex-ibility to be responsive to new ideas,” says Esplin.
“Sales growth for our ‘no added sugar’ fruit spread range has also been positive (+4% vs MAT YA, Aztec). With more people looking for re-duced sugar alternatives, our offering of 99% crushed New Zealand fruit, sweetened only with pear juice con-centrate makes it difficult to go back to standard jam,” she says.
MAKING LEMON JUICEThe saying, “when life hands you lemons, make lemonade”, has rung true in the current market environ-
34 FMCG may 2010
category check
ment in a literal sense, with custom-ers lapping up lemon-flavoured sweet spreads.
Esplin of Barker’s says: “We know consumers are trying new things and want more variety than the standard ‘jam on toast’. We have seen excep-tional growth in the curd segment (+25% MAT vs YA, Aztec), where our Lemon Curd is the number one sell-ing curd. Our unique and innovative Passionfruit Curd is also performing extremely well (+74% vs MAT YA, Aztec) and gaining new distribution each month.”
The New Zealand Honey Producers Co-operative, which packs and supplies Hollands and 3 Bees honey, has also found favour with lemons. Recent innovation has seen the launch of Hollands Lemon Honey, a blend of creamed clover honey and natural lemon concentrate.
Marketing manager Brian Olorenshaw says: “This has received wonderful customer feedback and can be used as a soothing tonic drink or as a spread. Jo Seagar has recently developed a range of recipes using Hollands Lemon Honey in a range of dishes, and these will be featured in a forthcoming promotional campaign. This activity will help stimulate the honey category.”
Hollands and 3 Bees, called “the nation’s favourite honeys”, by Olorenshaw, owe their existence to entrepreneurial beekeeper Dick Holland. His South Canterbury busi-ness can trace its origins back to the 1950s, when he started successfully creaming South Island clover honey.
“His legacy lives on today,” says Olorenshaw, “with Hollands Honey having being a family favourite for many years.”
TO HERITAGE AND HEALTHAs well as being the home to New Zealand’s favourite honey brand, Arataki is New Zealand’s leading beekeeping enterprise. The fourth generation family business started 66 years ago and is New Zealand’s
largest fully integrated honey pro-ducer – direct from hive to pot.
New Zealand’s number one honey brand leads the honey category with a 20%+ value share of a near $30 mil-lion honey category (estimate based on Total Foodstuffs Market Nielsen Scan Data April 2010). The iconic Arataki Manuka Honey continues as the lead honey in the portfolio, how-ever the star performer, with a 40% growth in dollar sales year on year, is Arataki Squeeze Me Honey.
“We are delighted with the brand’s current performance,” says marketing manager Genevieve Renall. “This is a result we have worked hard for, and comes on the back of a strategic move by the business to ensure the Arataki brand stays top of mind with consumers.”
Significant consumer trends towards healthier eating and preparing food in the home, combined with new look packaging and a new innovative tele-vision commercial have all contributed to this increase. National television and magazine advertising is planned for the key winter selling period.
The Arataki range of honeys in-cludes four key honey types – Arataki Manuka Honey, Arataki Multi-Flora with Manuka Honey, Arataki Clover Blend Honey and Arataki ‘Squeeze Me’ Honey, with a honey for every use, spanning pouring honey, health honey and more traditional spreading honey.
“As we trend back towards prepar-ing or assembling meals in the home, usage increases as consumers choose the delicious taste and natural sweet-ness of honey,” says Renall.
In addition to its sweet taste, hon-ey’s health attributes have long been recognised. New Zealand honey packer Airborne has harnessed this in the form of Antibacterial Health Lozenges. “Airborne Lozenges are almost entirely honey, while most other lozenges usually contain less than 10% honey,” says marketing and sales manager John Smart.
“Airborne uses a patented proc-ess that dries and presses the honey
sweet spreads
may 2010 FMCG 35
Spread the good news on goodness.
Arataki Honey, naturally.
into lozenges, retaining the natural antibacterial and antioxidant activ-ity found in honey.” Available in twin packs of eight lozenges, after viewing and tasting Airborne Honey Health Lozenges, 96% of consumers said they would buy them.
“The Airborne brand is a highly respected premium honey brand that has strong brand recognition amongst customers. Airborne Health Honey products have grown the Health Honey Category by 9.6% dollars and 5.4% units since launch,” says Smart.
Airborne is the only New Zealand company to boast an in-house lab. Operating since the late 1980s, it fea-tures over 26,000 samples that have been used by both the company and the industry to authenticate floral types and measure the quality of every single batch that arrives and leaves the packing facility.
In addition to its Classic Honeys and Floral Honeys, Airborne also boasts a
range of Health Honeys that includes Honeydew, Manuka and Thyme.
STANDARDS AND CERTIFICATIONAirborne Honey has over the years worked hard to maintain its traditional business values and claims to have New Zealand’s best honey measured against four international standards. The pat-ented melting plant tracks HMF; each batch is traceable back to the beehive location; pollen is true to its floral source; and has been assessed for its Active Antibacterial, Antioxidants & Prebiotic content (AAH).
Ceres Enterprises is another com-pany that has certification backing its sweet spread line up. Just over a year ago, the biggest player in the organic retail market launched two of the most sought-after honey products under its flagship brand Ceres Organics.
The Manuka Honey with 12+ Activity helps maintain good health
and better digestion; while the Rata Kamahi Honey, with its sweet and creamy characteristics, makes for an excellent dessert honey and cooking ingredient. As with all other Ceres Organics products, these honeys are certified organic by Bio-Gro. They are sourced from the remote ‘bush country’ on the western coast of the South Island.
“Health food stores and organic shops quickly embraced the new products and are showing steadily growing sales. Not surprisingly, the supermarkets are lagging behind, as is the case when it comes to organic products,” says Monette Tiu, Ceres marketing manager.
“We are positive that this situation will change soon and when it does, it’ll be explosive because consumers are just waiting to get their organic products from the supermarket. The growing trend towards organic is being driven by consumers themselves.”
36 FMCG may 2010
category check – ora l care
the BReaKDoWNCurrent Mat to 28 March 2010
Total oral care: $108,534m. Value % Chg vs ya 3.1.Toothpaste: $55,722m. Value % Chg vs ya 2.9.Manual toothbrushes: $18,441m. Value % Chg vs ya 3.4.Mouthwashes: $14,934m. Value % Chg vs ya 4.2.Dental floss/flosser: $3,842m. Value % Chg vs ya 5.6.Denture cleaners: $4,047m. Value % Chg vs ya 9.2.Power toothbrush handles: $3,968m. Value % Chg vs ya -15.9.Power toothbrush refills: $5,493m. Value % Chg vs ya 16.5.Denture adhesive: $1,699m. Value % Chg vs ya 6.0.Breath freshener: $385,087.
Value % Chg vs ya -33.2.
*ACNielsen New Zealand ScanTrack (Databank)
Open Wide
The mantra of the dentist is: “Brush and floss after every meal (or at least twice a day) and visit me every six
months.” While consumers can’t pick up a dentist or health check from their supermarket, they can take care of almost all of their other dental hy-giene needs, making this a category that should stay fairly consistent if slow. While electric toothbrushes and breath fresheners may be on the wane, everyone needs toothpaste and a toothbrush as a bare minimum.
NOT ONLy CLEAN, HEALTHy TOO“Colgate is synonymous with oral care and has been the category leader for many years. Colgate is the number one oral care brand both recommend-ed and used overall by New Zealand dentists (CP data on file 2009), and operates across all key segments in-cluding toothpaste, toothbrush, mouthwash and dental floss, with a combined share of 48.4% (Aztec Total Supermarkets MAT value share to 28/2/10),” says Darin Sheridan, senior brand manager, Colgate-Palmolive.
Colgate’s hero brands include the
Colgate Total range, with 15.9% across all variants (Aztec MAT to 28/2/10). It is the only toothpaste to offer 12 hour antibacterial protection against plaque and in 2009 Colgate Total was approved to aid the treatment of gingivitis (the early stages of gum dis-ease). The latest addition to the range is Total Advanced Clean, on shelf with a $1 million support plan.
GlaxoSmithKline also aims to do more than just clean with its tooth-paste. Innovation in family toothpaste has recently seen Macleans Advanced entering the New Zealand market-place. With an Enamelock formula, Macleans Advanced helps to strength-en teeth by locking in vital minerals and locking out plaque acids. The triple striped toothpaste is available in four skus (2 x 90g, 2 x 120g packs) in FreshMint and MildMint flavours.
“As it has an increased fluoride level of 1426ppm fluoride, Macleans Advanced has the ability to strengthen teeth by making more fluoride avail-able for uptake,” says brand manager Kara Morrow. “We are putting con-siderable support around this launch (with a $1.9 million rate card spend) including a new TVC, print, outdoor
Medicines have benefi ts and some may have risks. Always read the label and use only as directed. Listerine® Total Care® Mouthwash contains Zinc chloride 0.90 mg/mL, Sodium fl uoride 0.22 mg/mL (equivalent to 100 ppm fl uoride ion), Ethanol 0.22 mL/mL, Benzoic acid 1.5 mg/mL, Thymol 0.64 mg/mL, Cineole (Eucalyptol) 0.92 mg/mL.
Johnson & Johnson (New Zealand) Ltd, Auckland DA999MT 3697/09
NEW
38 FMCG may 2010
“Manual toothbrush and toothpaste are relatively flat categories (as 98% of the population brush their teeth at least once a day). Mouthwash is the real growth opportunity, showing good growth performance over the last few years, and having fantastic growth po-tential due to the fact that only 25% of the population currently rinse.”
The company ranges the Listerine and Reach brands in supermarkets, with last year’s Listerine Total Care launch trumping all previous Listerine launches, and taking a record share. Plans for this year include a relaunch of the Reach brand, with new pack-aging and designs to cater to consum-er needs.
Colgate Plax has also been a strong performer, with consistent double digit growth over the past three years, (10% dollar growth, Aztec MAT to 28/2/10 Total Supermarkets), backed by strong innovation and effective ad-vertising. Colgate Plax’s key variants are moving to an alcohol-free formula, whilst retaining the core benefits and efficacy of 12-hour protection against bacteria and plaque.
Despite the flat market, Colgate has identified a new opportunity to care for teeth in the Colgate Wisp, a single-use, on-the-go mini brush with freshening bead. Sheridan says: “With its innovative and convenient nature, Colgate Wisp offers an opportunity to place at checkouts and is a welcome
addition to the oral care category. Colgate Wisp is available in two sizes (4s and 8s) and two flavours (pepper-mint and spearmint) with a substantial support plan. The spearmint is only available in 4s.
Colgate toothbrushes extend across all price tiers with 360 Degree (Colgate’s premium range), Twister and Zig Zag for families, and Extra Clean for the value-conscious consumer.
CARE FOR ALLOne advantage to an aging popula-tion is a denture care category grow-ing at +8.2% in value (ACNielsen MAT to 28/3/10). The Polident range from GlaxoSmithKline in-cludes both cleansers and adhesives to help with denture management. Used daily, cleansers provide complete dental hygiene with the segment cur-rently growing at +17.7% (ACNielsen MAT to 28/3/10). Similarly, daily use of the rapidly growing adhesive seg-ment (+12.7% ACNielsen MAT to 28/3/10) enhance the fit and per-formance of dentures.
Colgate has chosen to focus on cat-egory growth through education: key initiatives such as Oral Health Month, Plunket and Toothbrush Replacement campaigns offer consumers the op-portunity to make a positive change to their health through simple, com-pelling messages which contribute to overall category growth.
category check – ora l care
and some exciting consumer sampling and activation.”
Along with Macleans Milk Teeth for the under-6 years and Macleans Junior Jaws for 6+ years there is now a Macleans toothpaste suitable for every member of the family.
The Macleans range from GlaxoSmithKline includes toothpaste, brush and mouthwash options for the whole family including the more sen-sitive members.
The sensitive segment is the fastest growing segment in the toothpaste category, growing +10.9% on an MAT basis (ACNielsen to 28/3/10). This is not surprising as consumer re-search data reveals 49% of Kiwis suffer from tooth sensitivity (on file 2009). GlaxoSmithKline’s Sensodyne is a simple, effective solution. “Sensodyne is New Zealand’s most recommended toothpaste for sensitive teeth,” says Morrow, “and the clear market leader in the sensitive toothpaste category with 77% market share and grow-ing (+8% current MAT, +16% cur-rent quarter, ACNielsen to 28/3/10). Sensodyne toothpaste is clinically proven to relieve the pain of sensitive teeth, fight decay, strengthen enamel and freshen breath.”
RINSING ITS wAy TO GROwTHAccording to Koren Drain, oral care brand manager, Johnson & Johnson:
may 2010 FMCG 39
PaLm oil is an ingredient used in 10%-30% of all grocery products. I’ve covered this issue before in this column, but recent political developments suggest that it’s a good idea to revisit some key points.
The debate about palm oil so far has been heavy on sloganeering, but light on fact. Recently Nestlé felt the brunt of a Greenpeace campaign about chocolate snacks. The campaign used shock tactics to trigger an emotional response, but was an absolute stranger to fact. The cam-paign’s creatives might be overwhelmed with self-con-gratulation, but in reality stunts like these are unlikely to move this issue forward.
The only way to make progress is through businesses and environmentalists working together. This is a key philosophy behind the Roundtable for Sustainable Palm Oil (RSPO). As an organisation it’s had its fair share of knockers, but it is one of the few plans on the table that could make a difference to preserving biodiversity in Asia. The World Wildlife Fund is heavily involved, preferring to be around the table not sniping from the sidelines.
Those involved agree scaremongering about palm oil does nothing for the environment. Neither do calls to ban or boycott all palm oil, regardless of how it is produced, which could undermine current sustainability initiatives.
Companies using palm oil can be assured that when grown on appropriate farming land, palm oil is the most environmentally sustainable, cost effective and versatile vegetable oil available in the world today. Currently one tenth of the world’s cropping is palm oil and many millions of people rely on it for their livelihoods and sustenance.
The establishment of the crop has been an economic
development success story. The World Bank credits the crop with lifting millions of people out of poverty over the last 50 years. Many plantations are small family farms that have produced palm oil sustainably for many decades supporting their families and providing infrastructure for communities such as schools, hospitals and transport.
It’s also the world’s most productive vegetable oil crop, meaning that more oil is produced per hectare than any other substitute. Calls for firms to use palm oil substitutes overlook the reality that substitutes might require up to 10 times the land to produce and put ever greater pres-sure on the environment.
In many countries palm oil has been produced sustainably for generations. Creating the impression that all palm oil is bad, regardless of how it’s produced, does consumers a dis-service. Even the Auckland Zoo will admit, “Not all palm oil is bad – if it is made from a non-destructive source, it’s fine. ”
It’s important to be clear that the issue isn’t palm oil as a crop; it’s the increase in widespread clearances of pristine rainforests for a number of uses such as agricultural produc-tion, human shelter and the alleviation of human poverty.
We share the concerns about deforestation. This is why FGC supports the work of the RSPO.
Clearly there are some cowboy operators who have to lift their game significantly. We need to allow organisations such as the RSPO and local governments to work with them, not pretend that all palm oil is bad.
The issue is a complex one, but progress can be made if manufacturers, environmentalists and governments work together. There needs to be recognition of a number of de-forestation drivers, which each require different solutions.
Interestingly, the clearance of land for soy crops, human shelter or governments’ worthy “green” agendas to in-crease usage of biofuels or other causes are seldom raised by critics who prefer to frame this debate as being one solely about palm oil.
Perhaps it’s because calling for bans on tofu, housing for the poor or “greener” fuels doesn’t resonate so well in slogans to generate support?
It’s time for some facts, some common sense and some cooperation on this issue.
Each week it seems there is a new call from activists for companies to make changes to their products or
even ban them all together. Palm oil is a regular issue.
By KATHERINE RICH
time for some common sense
on palm oil
fgc
Katherine Rich is the CEO of the New Zealand Food & Grocery Council.
Email: [email protected]
category check
Automatic air
40 FMCG may 2010
Air fresheners have come a long way since the days when you had to seri-ously toss up whether
the cloyingly sweet spray was better or worse than the original stench. These days air care products banish molecules, destroy germs and for a few brief moments, can make the home a sanctuary.
The $19,739 million air care market is currently dominated by market leader Reckitt Benckiser’s Air Wick (at 41.1% market share), with SC Johnson following close behind with its Glade and Oust brands taking 40%.
Recent product launches from Reckitt Benckiser include Air Wick FreshMatic iMotion and FreshMatic Mini iMotion in July last year, both with starter kits and refills. Airwick is the fastest growing brand in the category, driving market growth with a MAT value growth of 6.2%
(ACNielsen MAT to 28/3/2010).Mauricio Fernandez, brand man-
ager, Reckitt Benckiser says: “The growth in Air Wick Automatic Aerosols and Electrics segments proves that consumers are trading up to higher value products, from base aerosols to Automatic Aerosols and Electric diffusers. This trend shows that New Zealand consumers are becoming more sophisticated when it comes to purchasing air fresheners for their homes.”
The innovative Air Wick FreshMatic iMotion continuously releases fresh fragrance in regular bursts, plus it has a sensor that de-tects movement and adjusts the fra-grance automatically.
“Since its launch, FreshMatic iM-otion has added incremental value to the category with the Automatic Aerosols segment now growing at 25.8%,” says Fernandez.
Air Wick sub brands include Air
may 2010 FMCG 41
a i r care
the BReaKDoWNCurrent Mat to 28 March 2010
Total air care: $19,739m. Value % Chg vs ya -1.6.
* ACNielsen New Zealand ScanTrack (Databank)
Wall HangerCan be hung on a wa l
Delayed Upward SprayTo avoid spraying directly onto consumers
Motion SensorDetects changes in light from
movement which triggers a burst of Glade® spray Unlike iMotion only
Glade® Sense & Spray provides fresh fragrance only when you need it
Sleek DesignTo blend w th any decor
Boost ButtonProvides an instant extra burst
of freshness any time
White LED Light ControlIndicates that batter es are still
working and in which mode the unit s in (lockout motion seeking about to spray)
Fresh Glade® Fragrances
Lock Out FeatureSensor locks for 30 m n after spray to prevent waste making the refill last up to 290 sprays
The smart air freshener
Fresh fragrance only when you need it
Clean L nen™Clear Spr ngs™
Motion Activated Sensor
Wick Electrical Plug Diffusers and Refills; decoratives Air Wick Crystal Air and Air Wick Decosphere; Air Wick Carpet Foam; and the Air Wick 4in1 Aerosol.
The company is currently launch-ing Air Wick Aqua Mist, an instant action product with refreshing nature-inspired fragrances. The propellant-free trigger spray system gives the performance of an aero-sol with a clean, fresh mist for use everywhere in consumers’ homes. It is available in three welcoming fra-grances: Fresh Waters, Wild Lavender & Mountain Breeze, and Rainforest & Jungle Splash.
With consumers increasingly looking for recyclable products and potentially moving away from aero-sols, Aqua Wick Aqua Mist is a fresh looking liquid in a 100 percent re-cyclable bottle that covers those de-sires. It can also safely be used over fabrics and other surfaces.
The key consumer trend in air care is automatic air fresheners with great potential for growth in this category. The segment is worth $3,599 million (ACNielsen MAT to 28/3/10), having grown +$927,000 (+34.7%) on the same period a year ago, driving growth in air care for New Zealand supermarkets.
SC Johnson’s Glade Sense and Spray, released in mid February this year is a ‘smart’ automatic air fresh-ener that delivers fresh fragrance only when needed. It is also the first automatic air freshener specifi-cally designed to conserve the refill, saving consumers money.
Ann de Liefde, category develop-ment manager, Air Care says: “It is perfectly suited to the New Zealand marketplace at present. With recent financial pressures forcing consum-ers to evaluate purchases more care-fully, a smart air freshener which is designed to conserve the refill is
perfectly suited to the current eco-nomic conditions.
“Research findings from the launch of Sense and Spray in the UK and Europe show over half (52%) of consumers who will try the product will repeat usage, which is a very strong repeat rate (Nielsen Homescan, year 1 of launch).”
Consumers like the motion sensor; that it works only when needed, is less wasteful of product, convenient and innovative. Since the launch, Glade Sense and Spray is already at over 75% distribution in top ac-counts, and is selling ahead of unit sales per store.
SC Johnson is supporting the launch with a major TV campaign and in-store demonstrations. Sense and Spray comes in two starter packs and two refills, with Clean Linen and Clear Springs fragrances. Each starter pack contains one holder, one refill and two AA batteries.
42 FMCG may 2010
Ask why and ask it a lot
QA&
what do you foresee impacting the supermarket industry over the next five years?Challenges around marketing and getting to customers; with TiVos and My Skys and some challenges that the print media have, it’s harder to get to people, so direct market-ing and CRM type areas are areas we definitely want to look at as well as networking and consumer power. Consumers have far more power over what they see and listen to. That’s going to be a major challenge for us in the next few years.
Sustainability is sometimes seen as a bit of a catchphrase but our focus has been on trying to reduce costs which happen to be consistent with sustainable goals, an example is our recent Lincoln New World develop-ment. A lot of R&D work went into looking at windmills, systems, natu-ral light and paring back some of the construction costs such as tiling on the floor and ceiling tiles.
Another one is societal – health and wellbeing. Associated with that are a whole range of issues, the most important for us is the obesity epi-demic. We need to have strategies, such as netball sponsorship right down to the grassroots; Eat Wise and Exercise; and Food for Thought.
That ties in with a supermarket visit from three nutritionists and a school class, who go to a partnered
community. They can change their offer depending on what the local community needs but Foodstuffs has to enable them to make those chang-es, there has to be flexibility. One universal truth is that the consum-er in Wintern is definitely not the same as the consumer in Australia or Auckland. Having the ability to cater to the local community, with skin in the game, is very important.
How has Henry’s coped in 2009?Henry’s has gone from no stores three years ago to 17. It came out of a perception that traditionally liquor outlets were the last male bastion; sticky carpets, and a Steinlager with Sean the captain (I’m exaggerating for effect).
We thought if we could bring in some of our retail standards then we would be able to really have an impact in that market and it’s worked out that way. Henry’s is cleaner, brighter and effectively designed to attract a broader clientele, including more women, without disenchant-ing the traditional liquor buyers.
We’ve grown in store numbers and we are also getting significant same store growth. That’s custom-ers voting with their feet. Now that Foodstuffs owns Liquorland we are looking at both of the brands con-tinuing on and hopefully in time Henry’s will be a national brand.
what prompted the Four square rebrand?A few years ago, Four Square didn’t have a niche. We wanted to get away from the traditional old style of retail, get rid of the old doors that go ‘ding’ and replace them with the doors that go ‘swish’. We wanted to put supermar-ket techniques into the Four Square format and bring supermarketing to the rural shopping experience.
For the last two years Four Square has grown extremely well. People have been reinvesting in the stores and as a result the quality of the op-erators has increased as well.
why do you think this was so successful?There was reinvestment in terms of doing the stores up and reinvigor-ating the owner operators as it is a huge competitive advantage for all of them. The key advantage we have is their skin in the game and their local
Pauline Herbst catches up with Steve Anderson, the new MD of Foodstuffs.
may 2010 FMCG 43
supermarket to purchase healthy foods and prepare a shared lunch.
Competition is good because it keeps us on our toes.
what are some of the challenges you are most looking forward to in your new role as Foodstuffs mD?I think having a broader focus on the business and providing greater gov-ernmental and regulatory input. This is a role co-ordinating national ac-tivities and enabling local companies to look after their local community.
We want to maximise national initiatives where they make sense and maximise local initiatives where they make sense. It’s going to be a real challenge for me but I’m really looking forward to it.
You’re going to be juggling sev-eral high profile and demanding roles – what are your top three tips for people on the path to senior management?I always push things, I’ve got four:treat people well. It’s really simple; think about the dignity of the people you are working with. Treat others as you wish to be treated. An early manager I had didn’t treat people well and I learnt a great deal from that. Dignity is a key thing, there are times when hard calls have to be made. In my experience, thinking of a way that allows the other person
to have a dignified way out pays for itself in spades.
Respect has to be reciprocated even in tougher times. If you have a person who is not performing well, the right thing to do is to deal with it. A lot of managers avoid address-ing the issue early. Avoiding it is not treating them well.shut up and listen. I’ve seen a lot of managers who talk far too much and that tends to de-motivate people underneath them.Understand your customers. I spend quite a lot of time in stores, just watching consumers go about their daily activities. When I was in Mainland I used to watch a lot of people buying milk and think about what’s going through their heads when they’re doing it. Watching people and their behaviour and picking up a product in a supermar-ket is very important in addition to traditional market research and lis-tening to retailers, who are seeing it all the time.ask why, and ask it a lot. In eve-rybody’s career there are key people who influence you early on. Peter McKenna, founder of Mainland Products was an absolute vision-ary. As a young executive standing in front of him he used to ask why all the time but he did it in a very nice and supportive way. I ask why a lot.
Steve Anderson is the new managing director of Foodstuffs (NZ) Limited, effective 15 October when existing managing director Tony Carter departs.Anderson will also replace Carter as chairman of both Foodstuffs (NZ) Liquor Limited (Liquorland) and The Bell Tea & Coffee Company. Anderson has been with Foodstuffs for ten years and will continue in his current role as chief executive officer of Foodstuffs South Island.Career highlights include reinvigoration of the Four Square brand as an integral rural shopping experience, launch of the Henry’s Beer, Wines and Spirits stores and guiding the company to achieve $2 billion in revenue from sales in 2008. Prior to joining Foodstuffs Anderson was the general manager (sales) for Mainland Products Limited in Dunedin.
STEVE ANDERSONManaging director, Foodstuffs
44 FMCG may 2010
grocery news
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AsureQuality recently re-opened its newly refurbished Auckland laboratory in Lynfield, following substantial renovations to extend its testing capability.The Auckland laboratory is part of AsureQuality’s Laboratory and Diagnostics division which employs a total of 403 staff across seven laboratories in New Zealand, Australia and more recently Singapore. Udit Singh, group manager Laboratory and Diagnostics, said that AsureQuality’s Auckland laboratory has grown significantly from 60 staff in 1984 to over 240 today, and reached sales of over 25 million in 2009. “This substantial business growth has meant we have needed to expand our Auckland premises to meet ongoing testing demands, and to ensure we continue to provide a world-class laboratory facility for our customers and staff.“The recent refurbishment at Lynfield has focused on providing increased space to improve process flows within
the laboratory, and includes the expansion of the chemistry laboratory by 660 square metres, an increased sample reception area for the 1.2 million samples processed each year, and a new modern cafeteria for our laboratory staff. The total increase in floor area is 819 square metres.”A new wine laboratory to cater for export wine testing has also been part of the new upgrade. Hon Phil Goff, Leader of the Labour Party and MP for Mt Roskill, officially re-opened the revamped laboratory on April 6, 2010, saying it was one of Mt Roskill’s largest employers and had a major economic impact in providing jobs and incomes to highly skilled employees. AsureQuality is a commercial company providing food safety and biosecurity services to the food and primary production sectors. It carries out food quality and safety testing for producers, processors and competent authorities around the world. l
may 2010 FMCG 45
grocery news
NeW Data WaRehouSe GRoWS BuSINeSS
In a post-recession business environment, Loyalty New Zealand’s (LNZL) new data warehouse and strengthened analytics team means that the 54 Fly Buys retailers are getting further ahead of their competitors and LNZL’s own business is growing.LNZL CEO Andy Symons says: “Generosity and making relevant offers to New Zealand shoppers underpins the success of Fly Buys. Information-driven decision making is even more crucial in today’s retail market, where budgets are squeezed.“Combining our database with SAS analytic capability means we’re at the leading edge of customer analysis work. We can provide our participating companies with first class market segmentation, customer profiling, propensity modelling as well as geospatial analysis,” Symons explains.Alongside the redesigned Oracle 11G data warehouse,
LNZL recently introduced SAS analytics tools to generate more accurate modelling of consumer spending. Continuous improvement to business processes and a willingness to change is the Kaizen approach, and it underpins all of LNZL’s decisions and development.“Kaizen is all about eliminating waste. Our new data warehouse minimises the time spent by our expert analysts in data cleaning and data preparation – which means they can spend more time on insight and analysis and provide better value to those in the Fly Buys programme,” says Symons.LNZL is one of the first companies in New Zealand to adopt this particular IT solution for its data warehouse with it running on Oracle Linux 64 bit as VM guest hosts. An example of recent LNZL advanced analytics work includes a site location study for Foodstuffs. l
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46 FMCG may 2010
ambush marketing
Gabrielle Wilson is a trade mark and branding specialist at intellectual property law firm, A J Park. Email: [email protected]
legal
With just 18 months to go, many businesses are thinking about how they can benefit from the Rugby World Cup 2011. By GABRIELLE wILSON
the event venue; • Prohibitions on advertising on clean transport routes, which are defined roadways; • Prohibitions on pitch invasions; • Employment of enforcement officers to undertake enforcement of the Act; • Border protection measures; • Ticket scalping provisions.
The Rugby World Cup 2011 is one of the events protected by this legislation. Businesses must avoid the following:• Making any representation that would indicate an association with the event. • Using any protected words or emblems. • Undertaking street trading activities, including giving away goods or services, in clean zones. • Advertising in clean zones or transport routes, or advertising that can be seen from clean zones.
If these rules are breached, action can be taken against you to stop you doing the activity, and you could be liable for damages or an account of profits. You could even be subject to criminal sanctions.
There are other ways to stop unauthorised exploita-tion of these events. For example, some event holders place conditions on tickets that will render them void if they are offered as prizes, or bundled with other products or services as part of a promotion by unau-thorised traders.
As tempting as an event like the Rugby World Cup 2011 can be, the broad new protections can quickly and effectively stop you taking advantage of an event.
Businesses seeking to be part of such events need to be careful and should seek legal advice before using the event in their marketing.
sPonsorInG major sporting events like the Rugby World Cup can generate great publicity for a business. It can draw attention to your products, and shape and strengthen your brand by associating you with the reputation and the values of the event or competing players or teams.
The usual way to generate an association with these events is to enter into a sponsorship arrangement.
However, some businesses try to avoid entering into these arrangements and attempt to gain the benefits of sponsorship without paying the fees – this is some-times referred to as ‘ambush marketing’.
PASSING OFF AND THE FAIR TRADING ACT The law of passing off and the Fair Trading Act 1986 prohibit conduct that implies a trader is an official sponsor, or for some other reason has authority to refer to the event, when this does not actually exist.
TRADEMARKS AND COPyRIGHTUsing any registered trademarks or copyright works relating to the event or using substantially or con-fusingly similar works will infringe someone’s rights. This may include the names and logos for the event and for the competing teams.
MAJOR EVENTS MANAGEMENT ACTThe Major Events Management Act 2007 (MEMA) provides a new layer of protection to combat unau-thorised exploitation of these events. The extra pro-tections are:• Prohibitions on making any representation that there is an association with the major event, without the authorisation of the event organiser. In particu-lar, certain words, or emblems can be declared “off limits”; • Prohibitions on street trading in clean zones, which are defined areas around the venues; • Prohibitions on advertising within clean zones, or in areas that can be seen from clean zones, around
may 2010 FMCG 47
recru itment
Adrienne Gordon is a senior recruitment consultant for Parker Bridge in the permanent division.
Gordon specialises in the FMCG and manufacturing industries.
Nailing the interviewIt takes preparation and confidence.By ADRIENNE GORDON
Your end-to-end fi nancial recruitment specialists within the FMCG & Manufacturing IndustriesEmail: [email protected] ■ Phone: (09) 377 3727
tHe time you spend at a job interview will ultimately affect your long-term career. No matter what your career has been previously or what you are seeking, the inter-view remains the deciding factor in how successful you will be.
These tips will help arm you with valuable informa-tion on how to conduct yourself before, during and after interviews with prospective employers.
EFFECTIVE INTERVIEwSIf you have been called for an interview there is no reason not to get the job. Your CV obviously appeals, and now you have to sell yourself in person.
Preparation is the key to all successful interviews so make sure to check the following before your interview:• Research the company. Try the internet, recent industry magazines or the local paper.• Have a detailed understanding of your current role and ensure you are aware of all the information the company has about you.• Have questions for the employer prepared. Interviews are also your opportunity to gain a good understanding of the role and the company and whether this is a good career move.• Prepare a list of 8-10 personal selling points.
Your selling points include your strengths, weaknesses, qualifications, achievements, skills, challenges overcome, experience, and interests. Remember to relate everything to the job on offer.
LIKELy INTERVIEw qUESTIONS:• What interests you about this role/company? • What benefits can you bring to our organisation?• What is your career plan for, say, five years from now?• What type of environment do you work best in?
• What has been your proudest achievement?• What do your colleagues think of you?• What have you enjoyed about your previous roles?• What are your weaknesses? How have you overcome these? • Are you prepared to relocate or travel within this role?• What are you interests outside of work?
DAy OF THE INTERVIEwWalk in assertively, but not aggressively and remember that 85% of communication is non-verbal – keep your ex-pressions open such as your posture, gestures, eye contact, smile, tone of voice, touch. For instance continuous nod-ders come across as having a “yeh, yeh, yeh, whatever” at-titude, whereas the odd appropriate/acknowledging nod is quite helpful to illustrate that you understand what they are saying.
Maintain eye contact most of the time – anymore than that and you look like you are eyeballing – any less than that and you appear meek. Similarly, try to match your voice level and tone with the interviewers, so if they are speaking softly try not to come out with a booming voice.
Let the interviewer control the interview as many in-terviewers can be more nervous than you and are inex-perienced in interviewing. Don’t interrupt, but keep in mind that there are roughly 8-10 facts that you need to get across about yourself. And never argue in an interview – no matter what.
Leave as assertively as you entered and remember to thank the interviewer for their time. An employer will be looking for more than your ability to do the role and your fit with the organisation and overall presentation will be a factor in your success.
Jot down what you could do better next time.
As a culinary dish, pies have traditionally fallen onto the homely side of the fence. Oft-quoted, oft-eaten, the English language and the lunchbox would both be lost without them. Pauline Herbst takes a bite.
ThE huMblE piE: foundation of a nation
Pies 70.5%
Sandwiches 13.8%
Internal tier 1 Food29.9%
Donuts etc6.9%
Sandwich 16.0%
Salads Fresh Fruit/Veg
4.4%
others 4.3%
Pies 49.5%
others2.2%
Donuts, Muffins
1.4%hot Rolls1.0%
yEAR 2007 These categories combine
equaled 8.1% of total sales in year 2007
Tier 1 C-stores years 2008 and 2007 Compared
yEAR 2008These categories combined
equaled 7.8% of total sales in year 2008
Pies – according to some, the Kiwi national dish. According to others, simply a quick, convenient feed from the local convenience store.Whichever argument you follow, the Bakels New Zealand Supreme Pie Awards suggests that New Zealanders take pies seriously – so seriously that these awards have been running for 14 years.NZ Bakels is preparing for another year of the Bakels New Zealand Supreme Pie Awards, with the theme ‘Great pie moments in film’. According
to the company: “It’s a known fact that the humble pie has featured in more films than any other screen legend. A list of premium ingredients, mouth-watering recipes and time-honoured traditions has made the pie a star for decades, so this year the film academy and NZ Bakels will place the pie up where it belongs, in the cinema hall of fame.”If the pie is the star, then the companies producing them are their managers, so just who in New Zealand has pushed their pies to success?
Source: NZACS State of the Industry Survey 2009.
50 FMCG may 2010
The 14th Annual Bakels New Zealand Supreme Pie Awards awards evening will be a star-studded gala event, themed on an old-time picture palace to capture the romance and glamour of the golden years of motion pictures.‘Call for Entry’ packs for this year’s awards were sent out in the first week of May 2010. If you have never entered before and would like a chance to audition a pie, register your details using the ‘contact’ link on the website (www.nzbakels.co.nz) or phone NZ Bakels toll free on 0800 PIE LINE (0800 743 5463) during office hours.The completed entry needs to be in to NZ Bakels by 5pm, 30 June 2010 on an official entry form.
Gourmet Foods
Gourmet Foods has scooped 20 awards in the NZ Bakels Pie Awards.
Star qualityWith 20 awards framing its walls, Gourmet Foods, makers of the Gourmet Range, Pats Pantry and Ponsonby Pies ranges is no stranger to the Pie Awards, entering every year.Bryce Cole, general manager, says: “We have won awards most years, including the Supreme Award. With the awards coming up soon we will be getting ready for another entry and looking for more awards for our wall.”The company’s most recent entries in the ‘commercial mince and cheese’ category saw it winning Gold in 2008, Silver in 2007 and highly commended in 2009. Like any successful movie star, these pies have also gained the love of the masses, with Ponsonby Pies achieving Metro magazine’s ‘Best Pies’ accolade 10 years in a row.“We enter so our products can be judged by our peers. This gives us the knowledge that we are making a quality, tasty product and our customers know they are onto a win-win by stocking our pies.”The maker of Big Ben pies is also an annual entrant. Vanessa Haslam, product manager of George Weston Foods, says: “It’s a great chance to benchmark yourself against the rest of the industry. It’s good for our site guys who put a lot of love and time into the pies to see that they do a good job.”They clearly do a very good job, winning a Silver last year and a
Bronze in 2007 in the commercial/wholesale category.The other A-lister in the pie cast is Mrs Mac’s. Although Mrs Mac’s is not eligible to enter the Bakels competition as it is not a New Zealand-based manufacturer, Merilyn Elson, marketing manager, says: “Mrs Mac’s has been in the New Zealand market for many years and built a loyal following. We have won the NZACS Daily Fresh Category Award an unprecedented four years in a row for quality in both products and service.”
A bigger slice of pieNew Zealanders on average consume 15 pies each per year, which totals more than 60 million pies being chomped on by Kiwis, to the value of around $120 million per annum. However, unlike supermarkets, which seemingly have stats on any category and segment imaginable, convenience store sales are harder to track. Even the NZACS “State Of The Industry Survey” states its food service charts (pictured) can only be used as a guide due to some retailers only providing a single figure for all food service sales.This guide does however indicate the popularity of pies, forming approximately 70.5% of total food service sales in 2008, versus only 49.5% in 2007.Gourmet Foods is an exclusive
52 FMCG may 2010
Big Ben’s association with motorsport has the brand exactly where it wants to be – in front of a core target market of men.
Mrs Mac’s
supplier to Mobil nationwide. “We are also ranged with Caltex and Red Circle service stations and have strong representation in many of the other convenience outlets such as dairies, lunch bars and takeaways,” says Cole.“The recession has certainly affected this category. We see that people have less discretionary money to purchase extras as they fill up their vehicles or on their weekend drive, which has affected many suppliers to the c-store trade.“Due to having a quality product people still see value for money in buying a Ponsonby Pie from say a Mobil service station and certainly use it as a tasty treat rather than another brand of cheaper pie. We have seen a small decline in this category over the last 12 months but we work hard together with our customers to find ways we can help them become more profitable, which in turn helps us.”
Elson comments that Mrs Mac’s “has supply agreements with a couple of major P&C accounts as well as a range of route customers”.
Every movie star has good PREvery screen goddess has known how to turn it up for the opposite sex and pies are no exception, traditionally marketed to a core of what Mrs Mac’s Elson refers to as: “The 18-35 year-old blue collar male, although innovation in products and presentation has broadened our appeal to a wider consumer base.”Big Ben is another male bastion, sponsoring the V8s for the past three years, although Haslam does qualify this by saying: “Our core target market is male, and cars certainly do appeal to that demographic, but there are also a strong number of females and families who follow motorsports. We run a lot of brand health tracking and it’s interesting to see the percentage of females in surveys who say they eat pies – approximately 45%.”The focus is, however, all male. Robert and Jono of The Rock FM unveiled their Big Ben sponsored Folden recently: part Holden, part Ford, all beast. Big Ben, which sponsors V8 Supercar
track legends Greg Murphy (Murph) and hard-driving NZV8 driver Andy Booth (Boothy), was the perfect company to approach. The company is so into motorsport it even created the Big Ben Mighty Murph pie. The result according to the Rock’s Robert: “Thirteen weeks, 800 man hours in total, 25 contributors, four pending marriage breakups and $85,000 to $95,000 of vehicle,” to bring you the Folden.There are, however, other approaches to marketing than the Fast and the Furious audience, like Gourmet Foods’ Ponsonby Pies. “Ponsonby Pies has a premium brand, almost a luxury image,” says Cole, “and we wanted to allow people to see the reason why a Ponsonby Pie is dearer than some of the cheaper competitors’ brands. “We only put real, quality meat in our pies, not a filler like the soya-based meat extender TVP (textured vegetable protein). “This, along with a lack of preservatives, doesn’t always get noticed by people who are only price-driven. The brand has a long and well-deserved heritage and when we have tasting demonstrations, people comment the taste is the best.”The company’s recent Ponsonby Pies TVC wanted to achieve “a mouth-watering thought. We wanted people to see the Ponsonby TV advert and think ‘I want one of those pies’. Customers need to know that if they want a quality, real meat pie with fantastic taste then this is the pie for them,” says Cole. l
Methodology• Over 2000 Dairies and Superette shoppers including GTT Partnership Plus Programme• Interviews every day of the week and throughout all times during the day • Face to face entry & exit interviews
Benefits• Cost Effectiveness through syndicated programme• Moment of truth Shopper feedback• Benchmarking to allow best-in-class identification• Ability for clients who participate in CTP (Convenience Tracking Programme) to benchmark across these channels
high streettracking programme
Why High Street?To gain a broader understanding of the general impulse trade, him! NZ has worked with a number of suppliers to develop this programme. We will look into the following areas to seek insights and highlight opportunities.
Range awareness Product availability Day & week partsStore layouts Promotional effectiveness
Focus AreasAs well as looking into the above, we will also focus on:• Shopper profiles • Shopper missions• Intended vs. Actual purchases • Failed purchases• Basket size and dollar spend
For further information about this and other him! programmes please contact Matthew Thompson at him! New Zealand on 0210 512 752. www.himnewzealand.co.nz
research &consulting
In October 2009, him! interviewed High Street shoppers in Dairies, Superettes and Corner stores in New Zealand.
aSh ReSPoNDS
Online: Do you have something to contribute to this argument? Email [email protected]
the april issue of C-Store covered the tricky issue of tobacco in convenience stores. action on Smoking and health (aSh) director Ben youdan had the following to offer on the ongoing debate.
Contrary to the C-Store article on tobacco, health groups have yet to claim retailers are a risk to the health and morals of New Zealanders. Many retailers are the hub of the community – health groups value this role. Concerned retailers have chosen to not sell or display tobacco in stores where kids are customers.Numerous local media stores feature proud business owners who have removed tobacco displays with the full support of the community they serve. Many retailers worry about the effect tobacco displays have on kids, but feel too intimidated by tobacco companies that control these products (and therefore displays) to act. Big tobacco parades as the retailer’s friend, veiling their tactics of manipulation and fear mongering they use to protect their own corporate interest. Tobacco companies have decades of experience manipulating retailers and a strategy of whipping up fears about reduced fire risk cigarettes and retail displays is a further example of this. In the same way the tobacco
supply chain adapted when New Zealand introduced picture warnings, your ‘friendly’ tobacco rep will help you adapt (and probably ask you to sign a petition whilst you’re at it). The reality is that customers won’t even notice changes to safer burning cigarettes. Tobacco funding of groups such as NZACS just shows the depths the tobacco industry will go to to manipulate the sector and keep themselves and their real motives out of the limelight. Big tobacco is making retailers scapegoats and the convenience retail sector its battleground. Community retailers are part of a cigarette-free future with many contacting ASH wanting to adapt with these trends. It is time to stop letting a manipulative tobacco industry pull the wool over your eyes and take a stance for the health of the communities that convenience stores serve. l
54 FMCG may 2010
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AUSSIE LAw CHANGES COULD
AFFECT SMALL RETAILERS
Proposed planning law changes designed to increase
competition among NSW retailers have had a mixed
reception. The State Planning Minister, Tony Kelly, says
the laws would prevent major chains using planning laws
to fend off competition from the likes of Costco.
Property developers say the changes are welcome,
but smaller retailers say that they could be pushed out
of business.
Kelly said the government would implement the
recommendations of a review that looked into
promoting economic growth and commercial
competition through the planning system.
The planned changes will mean that local council limits
on store numbers and types can be overridden.
One of the recommendations considers ways to
increase opportunities for competition by allowing
more types of shops into centres that currently only
permit ‘neighbourhood shops’.
“NSW is the first state to strip back planning requirements
that lead to anti-competitive behaviour in the retail
industry,” says Kelly.
“We will be introducing these recommendations to
increase competition in retail businesses. This will ensure
NSW continues to encourage innovation in retailing as well
as promote choice and lower prices for consumers in NSW.”
MAKING THE RIGHT CONNECTIONS
The National Association of Convenience Stores (NACS)
is an international trade association representing more
than 2200 retail and 1800 supplier company members.
The NACS Global Forum is being held in Sydney from the
19-21 June 2010, providing retailers and Global Supplier
Council members from around the world with fresh
perspectives from performance-driven industry leaders
and experts.
In 2010, the Forum will be taking a unique look into
best practices from Australia. With more than 5000
convenience stores (one store for every 4000 people)
it’s no wonder the convergence of convenience and
petroleum retailing in Australia is one of the most
advanced in the world.
This highly interactive event combines presentations,
case studies, panel discussions, roundtables and in-store
visits to retail formats around Australia.
To register, check the New Zealand Association of
Convenience Stores’ website: www.nzacs.com. l
may 2010 FMCG 55
Partnership plus
Matthew Thompson is a client consultant at him! New Zealand. For more information or to
understand your shoppers in detail, email [email protected]
cigarettes/tobacco and confectionery are in three quar-ters of all shoppers’ baskets. However the main differ-ence between baskets can be found in grocery items. This category has a 12% penetration in dairies and su-perettes versus only 2% of shoppers buying in P&C. This is also reflected in the main reasons shoppers come to store for, with a far greater proportion coming for ‘top up’ or ‘emergency’ reasons in dairies and superettes.
Yet although the penetration of this category is high, a real concern is that it also accounts for the highest failed purchases in dairies and superettes. Imagine the sales being lost daily.
VISIT FREqUENCy AND BASKET SIzE Two areas that give us an indication on the strength of the channel are visit frequency and basket size. The opportunity this channel provides suppliers is high-lighted by the fact that shoppers visit dairies and su-perettes once a week more than they do P&C retailers. This, along with the fact that the average basket spend is almost two dollars higher than in P&C, provides an accumulated spend that is almost twice as large in dairies and superettes.
PROMOTIONAL EFFECTIVENESS It seems dairies and superettes don’t currently engage shoppers through promotions as aggressively as other channels. When asked: “Did you notice any promo-tional messages inside the store?” 22% of shoppers claimed they noticed promotions versus 42% in P&C retailers. In addition to the low promotional aware-ness, only 4% of shoppers in dairies and superettes purchased items on promotion versus 21% in P&C.
It was evident on my store visits (and as the photos below show) that many dairies and superettes don’t promote throughout the store or in their front windows as they do in P&C. We know from overseas markets that shoppers who buy items on promotion spend more in store than those who don’t. Is this not a great reason and opportunity to develop improved promo-tional programmes in these stores?
In October 2009, in association with GTT Partnership Plus Programme him! NZ ran its first High Street Tracking Programme to understand shopper behaviour and identify needs in this market. Similar to its existing programme in Petrol and Convenience (P&C), there were over 2000 shoppers interviewed across all times of day and days of the week.
The route channel has never been as organised as it is now with the introduction of the Partnership Plus Programme to New Zealand. Over 890 dairies and su-perettes now form this buying group, and they are al-ready starting to see improved performance as a result of using the findings from this research to implement some changes in their stores.
wHO IS THE SHOPPER?In terms of the shopper visiting this channel, the gender split is a lot closer to 50/50 than it is in P&C where almost 60% of the shoppers coming to store are male. Shoppers aged over 45 tend to dominate pre-midday custom, whereas 42% of shoppers coming in the afternoon are aged between 25-44 years of age. Understanding your shoppers is the key to making your offer most appealing in store.
SHOPPER ExPECTATIONSProduct availability is the top expectation from shop-pers visiting dairies and superettes in New Zealand, with almost two thirds of the shoppers interviewed stating this was the number one thing the store had to deliver on to keep them satisfied. This was fol-lowed by 40% wanting ‘value for money’, with ‘range of products’ also making it into the top four require-ments. This highlights the importance of having not only the right products, but also the right range avail-able in store.
Over one quarter of shoppers state that ‘shop clean-liness’ is also important to them in dairies and super-ettes. Providing a clean environment creates a positive shopping experience, and all forms part of delivering customer service.
wHAT DO SHOPPERS BUy?Similar to New Zealand petrol stations, beverages,
56 FMCG may 2010
time to fix the easter trading laws debacleA stand-off over Easter trading laws occurs every year. Is it time for a change? By TRINA SNOw
Trina Snow, executive director, Nargon.
tHe Easter trading restrictions this year were a complete and utter mess.
They served only to confuse and annoy retailers, staff, customers and potential customers around the country. Some stores were forced to close when they would have preferred to open. Those lucky few which were allowed to trade either had to implement big sur-charges or absorb massive increases in staffing costs for the day.
Once again, there were grey areas around what stores could trade legally on Good Friday and Easter Sunday. Auckland’s Newmarket Business Association chief executive Cameron Brewer said the situation was particularly confusing for licensed premises, cafes, gar-dening and hardware stores.
“Cafes can open if they have ready-to-eat food, but what is ready-to-eat food? More and more hardware stores, most of which have big gardening departments, are opening and facing $1000 fines, even though gardening shops can legally open on Easter Sunday,” he noted.
Geographic location made a difference too. Some ‘tourist’ towns have blanket exemptions from the re-strictions which meant Queenstown and Taupo retail-ers could open but their neighbours in Wanaka and Rotorua could not. This year, Wellington put its hand up saying it should have the ‘tourist attraction’ exemp-tion as well but that bid seems to miss the main point.
The entire Easter trading system is thoroughly broken and has been so for many years. Last year, the restrictions were a complete and utter mess too. They have not worked for a long time, if indeed they ever did.
Currently, the laws are unduly prescriptive, confusing and inconsistent. As a result, the Department of Labour is considering prosecuting 38 retailers, 19 for trading on Good Friday and 19 for trading on Easter Sunday.
Nargon would never encourage its members to flout the laws of the land. Indeed, it is important that that legislation is always followed to the letter. However, we have a moral obligation to point out that the current
Easter trading laws are a nonsense and long overdue for an overhaul.
The rules governing Easter trading urgently need to be changed so they are clearer, more liberal and con-sistent nation-wide. We cannot let this important issue slide yet another year.
Prime Minister John Key has publicly said he agrees the Easter laws are a shambles and wants to see them liberalised. Key told Newstalk ZB: “My own personal view is that there should be relaxation of those laws. I’ve always voted to liberalise trading on those appro-priate days, and the reason for that is while I recognise some people would then be required to go out and work, there are a lot of people who actually want to go out and work on those days.”
Key correctly noted that the biggest political prob-lem was that Easter trading laws were subject to a conscience vote in Parliament. This means there is no Party whip and MPs vote according to their own be-liefs or according to their electorate’s wishes.
Elsewhere in this magazine, Nargon is highly criti-cal of the Government’s decision to reject the youth minimum wage bill out of hand but Key is to be ap-plauded here. Nargon hopes that he is able to persuade a majority of MPs from across the political spectrum to resist the admittedly intense pressure from a few groups in the community and sort this pressing issue out once and for all.
New Zealand in the 21st century deserves modern Easter trading laws which are more liberal, easier to un-derstand and consistent. Furthermore, we deserve them now. It would be an embarrassment to the entire country if this kind of confusion reigned during Rugby World Cup year when we are on show to the world.
may 2010 FMCG 57
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58 FMCG april 2010
the business of liquor reselling
It’s a balancing act keeping supplies flowing as rum matches single malts and cognacs. By KeIth SteWaRt
luxury ruMcATEgorycAnnoT kEEp upwiTh dEMAnd
Rum was once the working class hero of the spirits business, a sweet, dark, fiery number that went well with masculine ideas of blokes in boats, rugby league and duck shooting. The darker and more syrupy the better, but a new breed of rum drinker was introduced with Bacardi white’s light and sophisticated image. Now golden rums, those refined versions of sailors’ dark rum, have soared in popularity. The only problem is keeping up supply for the thirsty thousands who are finding luxury rum to be the 21st century’s classiest spirit.The problem for distillers, according to The Rum Company’s Allen McCormick, is that for so long iconic brands such as Coruba defined not just a style of rum but an entire category. There
appeared to be little interest in ‘trading up’, other than for white rum, which was more closely associated with the white spirit trade rather than the rum trade. While brandy had cognac as its logical quality extension, and whisky developed single malts as its super luxury category above the luxury blends of brands such as Haig Dimple, Johnnie Walker Black and Chivas Regal, rums of class and refinement were known only to the few who appreciated the rare but exquisite subtleties of “sippin’ rum”. One of the driving forces behind the development of the luxury rum sector (which is effectively an extension of golden rum), is a renewed interest in cocktails. Many in the liquor trade put this down to the RTD phenomenon driving a new generation of drinkers
may 2010 FMCG 59
to more sophisticated mixes. This, plus the publicity hungry vodka sector that has stimulated a surge on new brands touting high fashion images, has developed a youthful market sector that is on the hunt for new drinks, new ideas and new spirit styles.Having tried almost every flavour option with vodka, explored exotics such as cacaca, and become absorbed by the old-fashioned new trend inherent in single malts, this group of consumers has discovered there is more to rum than black and white.Invariably interest has been piqued by the mojito, rich in the revolutionary imagery provided by Cuba, Fidel Castro and the rest of the rebellious, and very sexy, Caribbean. Just as John F Kennedy’s love of the classic daiquiri enhanced white rum’s image half a century ago, so Castro’s taste for a mojito’s dark, refreshing mintiness delivered a whiff of working-class panache that the old black rums could never manage in their headiest days.It was just a short journey from mojito to golden rums, and companies such as Appleton were soon building a market presence in places where their black brand, Coruba, had once dominated. Bacardi, too, has taken up the challenge and delivered credible, high quality golden rums into this new market, as has Bacardi’s arch rival Havana Club and a number of less well known brands whose rum traditions have been at the quality end of the business, such as Cruzan, Mount Gay and Meyers.“It’s unbelievable,” says Pernod Ricard’s David Poole. “It is up in price and up in volume. While the spirits sector is currently all about standard brands, rum is back, but in quality.”Poole is responsible for Havana Club, currently the fastest growing rum brand in the country (up 47% last year), and he freely concedes that the growth is primarily due to its strength
in the golden rum sector.“Fundamentally dark rum is in decline,” he says. “White rum is static and golden rum is the only area of growth. It is one of what we call premium mixable spirits, which are being stimulated by less extreme drinking rituals and are drawing high quality drinkers from sectors like vodka and gin. We are seeing a lot of movement into golden rum.”Pernod Ricard has a small problem with Havana Club, and that is its exclusion for the lucrative US market – part of the problem with having a premium spirit made and bottled in Cuba. Good for its cosmopolitan image, and its rebel tone, but should President Obama extend a hand of genuine friendship to Raoul Castro and admit Havana Club, and Pernod’s biggest problem will be getting supplies.The problem is similar for Appleton’s Allen McCormick, who is carefully managing the rapid growth in top-end rum sales. While Havana Club is meeting premium demand with 7 Year Old and Reserve (5 Year Old), Appleton has grabbed a chunk of the super-premium cognac/single malt business with an impressive 21 Year Old. It also markets in New Zealand an effortless sipping standard, Master Blenders’ Legacy, which sits above Extra 12 Year Old and Reserve 8 Year Old. All four deliver spirits that can compete across the cognac 3-star, VSOP, XO and Luxury categories, but unlike cognac have a much shorter history of premium spirit production and so do not have access to the same aged stocks that are on hand for their cognac and whisky competitors in the sector.“Master Blenders Legacy has been a huge success for us,” says McCormick, but while we are selling that well there is nothing coming through for 21 Year Old.” And even less for the remarkable 30 Year Old of which a mere 1440
bottles were released this year. The tiny handful sold in New Zealand were presented to their happy new owners at a special event at Kelliher Estate in Auckland with food by star chef Geoff Scott in an event that had the air of a cognac promotion rather than one for rum. It was a sign that rum has arrived in New Zealand’s gourmet circles, and that Poole’s confidence in the future for this market is well founded.The message now needs to get back to the Caribbean that we need more golden rum, especially the really good stuff. l
60 FMCG may 2010
Love fresh and fruity, yet unique craft beer? The seasonal release beer – Mac’s Brewjolais – is back again for a limited time on tap at selected locations. In March each year, a small team from Wellington catches the ferry over to Motueka, where they collect the first hops of the season which are fresh green hops. The wet hops are quickly transported to the Wellington Mac’s Brewery where in the early hours of the morning the fresh Motueka hops are turned into a sweet distinctive brew.Now in its fifth year, the beer brewed from the first hops of the season is turning into a popular and anticipated tradition. Mac’s Brewjolais is only available for a couple of months, as only two brews are made from the fresh hops.Accomplished Mac’s brewer, Alasdair Clem, says, “I am excited about this year’s brew. The aroma is big and fruity
with hints of orange marmalade and apricot but with some more savoury grassy and spicy notes complementing this. Balancing out the prominent hop character are some caramel malt aromas. The body is full, yet balanced, with the malt sweetness deviously partnering the hop bitterness, which lingers briefly on the palate.” l Mac’s Brewjolais has an ABV of 5.5%.
MaC’S BReWjolaIS oN taP
ChaNCeRS aND VISIoNaRIeS
ReadeR giveaway
BWS contributing editor and renowned wine writer Keith Stewart has just completed his latest book on the history of wine in New Zealand, entitled Chancers & Visionaries.Throughout New Zealand’s wine country March
is vintage time, and so it’s fitting that Random House published a comprehensive, compelling history of this country’s colourful wine heritage. There’s more than a little symbolism in the release
date. Stewart kicks off his history with James Busby, appointed in 1832 at the tender age of 31 as the British Government’s Resident and installed at Waitangi, whereupon he immediately started planting grapes – with vines he brought with him from France.He was the first of many visionary New Zealand wine makers, and had that vineyard survived, this March would have been its 170th vintage. We’ve come a long way since his first tentative plantings. And it’s easy to forget, given the lustre and success of our award-winning wine industry these days, that it wasn’t always an economic and cultural powerhouse.The Temperance movement, draconian liquor licensing laws, and the aggression of the beer industry have all hindered its growth. If it weren’t for the impact of Dalmatian immigrants, Catholic priests and some remarkable individual characters, winemaking may have died out altogether.BWS has one copy of Chancers & Visionaries to give
away. Email [email protected] with ‘BWS giveaway’ in the subject line with the answer to the following question: What date was James Busby appointed to his role as the British Government’s Resident? l
WIN FoR exPoRt FaMIly
Methodology• c2000 shoppers in liquor stores.• Interviews every day of the week and throughout all times of the day • Face to face entry & exit interviews
Benefits• Cost Effectiveness through syndicated programme• Moment of truth Shopper feedback• Benchmarking to allow best-in-class identification• Ability for current clients to benchmark across other him! programmes
InclusionsWhen you join a him! programme, you receive much more than just the results. him! provides support and consultancy as part of our standard package, as well as the following:• 2010 Data Results• 3 Full Days of Consultancy time• Data Interpretation• A dedicated him! Client Manager
Focus AreasAs well as looking into the above, we will also focus on:• Shopper profiles • Shopper missions• Intended vs. Actual purchases • Failed purchases• Basket size and dollar spend
For further information about this and other him! programmes please contact Matthew Thompson at him! New Zealand on 0210 512 752. www.himnewzealand.co.nz
In mid 2010, him! will interview liquor shoppers in liquor retail in New Zealand.
soltrack
research &consulting
The Export family – Export Dry, Export 33 and Export Gold – has won top accolades at the 2010 Monde Selection. Export Dry and Export 33 will be officially presented with gold medals at a special dinner in Frankfurt this month while Export Gold will receive silver.These latest medals come less than six months after Export 33 was named the Best Reduced Carbohydrate Beer in New Zealand for 2009 at the NZ Beer Awards.Founded in 1961, Monde Selection tests more than 2200 products from 80 countries each year and grants them a bronze, silver, gold or grand gold quality award. Export manager Dave Shoemack is thrilled with his brand’s latest successes given the volume of entrants.“I’m stoked the Export brand has done so well. It
reinforces our belief in the Export family and the great, quality product offering that it is.” The Export family has a strong heritage of being
awarded gold medals at competitions throughout the world but Shoemack says the gold medal for Export 33 is particularly pleasing. “Low carbohydrate beers are a special challenge to brewers,” he says. “They need to be able to achieve
low carbohydrate levels while at the same time, creating a full flavoured, easy drinking beer. Our gold medal just shows that you can have an international standard beer with all the benefits associated with drinking a low carb beer.” l
62 FMCG may 2010
MoNtaNa WeBSIte
halleRtau’S FIRSt FouR BeeRS NoW BottleDLoved by the locals of the Hallertau Brewbar & Restaurant in Riverhead, northwest Auckland, and with a cult following around the country, Hallertau’s freshly hopped First Four beers, featuring iconic numbered packaging, will be hard to miss in specialty retail outlets, bars and restaurants. When the beers were first produced on tap, rather than try and define their unique characters, they were simply given numbers and the locals were invited to create their own names. The beers have real names now, but the numbers have stuck.In the First Four range of beers: 1 Luxe, a Kolsch beer, crisp, dry and refreshing with tropical fruits; 2 Statesman, a wonderfully hoppy pale ale, with floral, honey and citrus notes, zesty and tangy; 3 Copper Tart, a red ale, malty and smooth with hints of caramel and chocolate; and 4 Deception, a black beer and a bit of a trickster, dark and light, bitter and sweet, with intricate aromas of chocolate and coffee.Each number in the range has a corresponding colour
reflecting the style of beer. The bottles have already won their first accolade: silver at last year’s Best Design Awards (the gold going to Hallertau’s super-premium superhero beers). l
A new and much-improved Montana brand website is now live at www.montana.co.nz. Offering a fresh, modern and contemporary new look, the website brings current print and television advertising to life online. The site allows visitors to discover Montana wines and what makes them special, the team behind them, awards won, an overview of grape varieties, wine regions and a revised section entitled ‘Living Land’. A new feature in this latest version of the website is a homepage featuring a carousel of four short articles, which will communicate important breaking news such as awards won and new ranges. l
may 2010 FMCG 63
Tiger milk Starts brewing careerDB National beer quality manager Beth Park considers her passion for beer. By KeIth SteWaRt
Beth Park
Beth Park claims that it was ‘tiger’s milk’ that got her started in the beer game. The daughter of an enthusiastic beer drinker and home brewer, Park was offered the head off her Dad’s efforts when she was a little girl. It was, her father claimed, ‘tiger’s milk’, and in that name so much of the mystery and romance of beer was contained that she has been following the tiger ever since.“When I went off to Massey to study food technology it was with the idea of getting into brewing in the future,” she says today. “And there was always my Dad in the background. He claims credit for my career, but I just think he wanted free beer.”It was her father that spotted the advertisement for food tech graduates to pursue a brewing career with DB, so maybe he does deserve some of the credit, along with that inspired ‘tiger’s milk’ spin. At DB, Park joined two other young women as ‘Baby Brewers’ for the company, learning the basics of commercial brewing as well as much of the art.She denies that the three of them were the origins of the Tui ‘fabulous women’ advertisements.“I don’t have the legs for it,” she says. “Me, in my brewer’s gumboots is never going to inspire anyone to drink our beer.”Instead she concentrated on developing a balance between the science – “I am a bit of a control freak” – and art of brewing, first under experienced guidance at DB in Auckland, and then at Monteith’s brewery in Greymouth.“I went to Greymouth for a two-month stay, but they couldn’t get rid of me. I lasted for three and a half years. It was wonderful, giving me the practical, hands-on experience that a smaller brewery allows, as well as working with really passionate guys who loved their jobs as much as the beer. They are very vocal about what they do, and it shows in the beer,” she says.She also got involved in different production trials, learning more about the details of different beer styles
and the organic way in which brewing operates at a fundamental level.“The science allows me to understand what is going on, while brewing also allows you to experience art. From my perspective brewing is a balance between the two, art and science. Sometimes you can do the same thing in the same way and still end up with different results,” she says.Now based in Timaru, where she was DB’s head brewer for a while, Park also applies a balanced philosophy to her marriage. Her husband is in the rag trade, and, she says, “he married me for free beer, and I married him for free clothes”.Park is currently pregnant, and maybe in a few years there will be another child introduced to the magic of tiger’s milk.In the meantime she is enthusing about the rich culture of beer and wondering why New Zealanders don’t give it the respect it deserves.“During my travels I fell in love with Belgium,” she says. “That place really opened my eyes to the potential of beer and a beer loving culture. It was where the whole community really appreciates beer, the way they do wine in New Zealand. It makes you realise we are really missing out in this country.”While travelling she kept a beer diary, recording everything she drank, its tastes and something of the story behind each one. Now her role requires her to share some of that learning and experience with rock-faced professionals who are delivering beer direct to consumers.“That is a challenge of the beer business,” she admits. But one that she is prepared to meet in the interests of better beer for all, and a chance to spread some enthusiasm for her chosen craft and its remarkable products. l
DIARY
Has your team toasted the close of day in a remote New Zealand location? Maybe you’ve knocked off a gruelling event for charity or opened a new factory? Preserve the memory – then send it in to [email protected].
One day a year for the past five years Nestlé New Zealand has been quietly toiling away in the wild bush of Auckland’s Regional Parks taking part in the Cure Kids North Island Great Adventure Race. Pictured are the plucky team.
snap
Tui HQ Cafe is located at Tui Brewery, State Highway
2, Mangatainoka and is open seven days; Mon-Thurs
10am-4pm and Fri-Sun 10am-5pm.
Mark Eisig, Vikki Lee Goode
and Melva Howard.
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To celebrate the final of TV3’s Nestlé New Zealand’s Hottest Home Baker, the Nestlé head office held its own ‘hottest baker’ competition. Four two-person teams made a cupcake recipe from the show, with Marlene Draicevich, executive assistant to the CEO and Danielle McLean, office assistant judged the winners by Grayson Coutts and series winner Toni Causley (pictured).
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Photo credit: Richard Johnson and www.thread.co.nz
DIARYMAY
5 FGC HALF-YEARLY MEETING (AGM) 2010 Villa Maria Estate, Airport Oaks, Auckland [email protected] www.fgc.org.nz
12-15 SEOUL FOOD & HOTEL The international exhibition for the food, beverage,
hotel, restaurant, foodservice, bakery and supermarket industries, Korea (South)
www.allworldexhibitions.com
14-16 THE FOOD SHOW WELLINGTON Westpac Stadium, Wellington
20 NZ ICE CREAM MANUFACTURERS CONFERENCE Tauranga www.nzicecream.org.nz
22-25 NRA SHOW: NATIONAL RESTAURANT ASSOCIATION The international foodservice marketplace,
McCormick Place, Chicago, USA www.restaurant.org/show
29-30 GLUTEN FREE FOOD & ALLERGY SHOW ASB Showgrounds, Auckland www.glutenallergyshow.co.nz
JUNE
4-6 GOOD FOOD & WINE SHOW MELBOURNE Australia’s biggest gourmet deli, most fascinating
kitchen shops and delicious restaurants, Melbourne, Australia
www.goodfoodshow.com.au
13-15 FINE FOOD NEW ZEALAND International food, drink and equipment
exhibition, Auckland www.finefoodnz.co.nz
27-29 56TH SUMMER FANCY FOOD SHOW Javits Center, New York City, USA www.specialtyfood.com
JULY
2-4 GOOD FOOD & WINE SHOW PERTH Australia’s biggest gourmet deli, most fascinating
kitchen shops and delicious restaurants, Perth, Australia www.goodfoodshow.com.au
16-18 GOOD FOOD & WINE SHOW SYDNEY Australia’s biggest gourmet deli, most
fascinating kitchen shops and delicious restaurants, Sydney, Australia
www.goodfoodshow.com.au
29-1 AUG THE FOOD SHOW AUCKLAND ASB Showgrounds, Auckland
AUGUST
28-29 GLUTEN FREE FOOD & ALLERGY SHOW TSB Arena, Wellington www.glutenallergyshow.co.nz
SEPTEMBER
1-2 FOODSTUFFS NEW ZEALAND GROCERY EXPO Palmerston North
3 GROCERY CHARITY BALL Langham Hotel, Auckland www.grocerycharityball.org
14-17 WORLD OF FOOD MOSCOW International exhibition of food products and
drinks in Russia [email protected] www.worldfood-moscow.com/eng
OCTOBER
12-14 FOODTECH PACKTECH ASB Showgrounds, Auckland www.foodtechpacktech.co.nz
17-21 SIAL PARIS International meeting place for the food
industries, Paris, France www.sial.fr
NOVEMBER
11-13 FHC CHINA 2010 Shanghai New International Expo Centre
(SNIEC) China The 14th international exhibition for food,
drink, hospitality, foodservice, bakery & retail industries
HTR
_ING_146
With winter just around the corner Inghams distinctive fresh and frozen range of whole chickens are the logical choice.Easy to range, easy to handle and easy for your customers to choose.
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