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Cracking the Retail Code: How to Get the Products in the Right Hands (5/8)

· Funding,Strategy,Trends,Nudge,CPG

Vanessa Matthijssen (Deloitte)

Diem Fuggersberger (Coca & Lucas)

Matthew Dunn (Pro Forma - Meet)

Cameron Prowse (Growth Strategic Partners

Rowan Barnes (Strategic FMCG)

With fast moving consumer goods (FMCG), having a fantastic product is the first step to success, but there are many more steps along the way. This panel discussion dived into the support needed to create a successful brand and how to shift public perception.

For the prior session, click here

Diem opened the session talking about her very humble beginning as a refugee and how she wants to give back to Australia by exporting a fully Australian made product. Her business suffered during the global financial crisis period and she is ready to start again.

She shares her bootstrapping qualities when talking about her marketing. Much of the marketing of Coco & Lucas is done in-house. Commercially, they set up a private label manufacturing site with Berger Ingredients before launching their very own brand through Coco & Lucas.

Diem emphasised the public misunderstanding between frozen and chilled products.

Public perception is that chilled is fresher, whereas frozen is generally better because the nutrients are locked in. The chilled ingredients take a longer time to reach the consumer.

Her brands Coco & Lucas are frozen kids meals, and they are now being exported to countries like Singapore, Vietnam, New Zealand and licensing deals to other parts of the world. Coco & Lucas has three labels, and their Earth Range is fully plant-based.

Cameron started his journey working with Sanitarium, the true pioneering label in plant-based space, founded in 1898.

In Australia, Coles, and Woolworths capture a large percentage of the retail landscape, emphasising the importance of distribution partners in cracking the retail code. He suggested developing new products and category with the retailers.

PWP - There are even smaller brands who have created products to fulfil the Woolworths Metro Stores or Coles Local stores.

Cameron also shared the various grant support available from government bodies to enable growth. Sequencing is the key here.

PWP - There are even smaller brands who have created products to fulfil the Woolworths Metro stores or Coles Local stores. Due to the major retailers wanting to increase plant-based offering, they are actively promoting tiny brands to the forefront. The challenge for these brands is the operation, logistic and marketing need to match the growth. Without the items moving from the shelf, the retailers will drop brands just as quick, leaving a significant loss with the smaller businesses.
 

Cameron also shared the various grant support available from government bodies to enable growth. Sequencing is the key here.

Matt Dunn shared how the growth of the plant-based meat category through Hello Fresh Food delivery parcels and quick service retail venues like Burger Urge.

Price wise, it's about bringing the price down below a beef burger patty.

He shared the point that while there are larger machines that could bring the prices lower, businesses should not overcapitalise on the products until the sales catch up.

Rowan Barnes shared the idea of using private labels to further grow their business and also the rise of consumers wanting to know about regenerative agriculture.

PWP – Micro-purpose led businesses usually do not have the time to investigate grants. Whereas all medium sized and larger businesses are fully aware of additional funding and how to access them. If you need any help, we can assist.

Our Ready For Growth Diagnostic unpacks numerous ways to not only grow the business but even position the business for growth.
 

We have seen examples of businesses just applying for one grant, like R&D, without the sequencing being done correctly and the business losing our on other grants.

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