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SEPTEMBER 2013 Volume 19 No 8 $9.15

THE BUSINESS OF MANUFACTURING • LOGISTICS • SUPERMARKETING

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contents

Up Front 4 6

Editor’s note Industry news

18 22 26

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SEPTEMBER 2013

Category checks Frozen foods Cold beverages Household cleaners

Regulars Nargon

Trina Snow on health & safety reforms

13

OCG Recruitment

The impact of an ageing workforce on New Zealand business

14

FGC

Product recalls

15

Beef + Lamb

Winning the meat game

16

Fresh and local

In season INCORPORATING

29

What’s Hot

New products in store

SEPTEMBER 2013 VoluME 19 No 8 $9.15

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THE BUSINESS OF MANUFACTURING • LOGISTICS • SUPERMARKETING

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Diary

Your guide to upcoming industry events

OUR COVER Magnum introduces new limited edition creations.


contents

Grocery business Keeping you up to date with packaging, IT, supply chain and logistics

30 34

Feature

Celebrating trusted brands

36

Legal

Expert advice on labelling, selling and using GM products

38

Exhibitions

Dona White’s top tips for effective follow-up

40

Leadership

The hard facts of soft skills management

42

GS1

Do we care about the environment?

43

Profile

CHEP innovates

44

Feature

Recruitment experts explain the latest industry trends

SEPTEMBER 2013

Grocery business news

42

Convenience store and oil channel updates

48

Nargon

Discount, online and convenience is key

49

Resource directory

50

Q&A

Superb vintage at Yealands Estate

53

BWS news

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editor’s note Vol 19

No 8

SEPTEMBER 2013

issn 1175-8279

Incorporating

Serving the business of manufacturing, logistics and supermarketing

tamara rubanowski – editor editor@fmcg.co.nz

peter corcoran – account manager Mob: 021 272 7227 peterc@mediaweb.co.nz

Chris Turner - BWS Account Manager beverages@mediaweb.co.nz 021 2569029

Production Manager Fran Marshall franm@mediaweb.co.nz

Design Bex Mikaere

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Mediaweb Limited PO Box 5544 Wellesley Street, Auckland 1141 115 Newton Road, Eden Terrace, Auckland 1010 Phone 09-529 3000, Fax 09-529 3001 www.mediaweb.co.nz The opinions and material published in FMCG are not necessarily those of the publisher except where specifically stated.

Best practice, best products The finalists in the annual NZ Food Awards never fail to amaze me with their stunning innovations. Among the contenders for one of the awards this year is Nelson-made Proper Crisps, with a new Sea Salt & Apple Cider Vinegar flavour that is believed to be a first in the world, using a unique encapsulating method to keep it 100% natural. Take a look at all the finalists on pg 8; the winners will be announced later this month. Another NZ first and possibly a world first is the Potato Tom plant by Incredible Edibles. Their new concept is expected on the market in late September, bringing together a delicious juicy tomato (‘Gardeners Delight’) and a crop of Agria potatoes, all from one plant. What will they come up with next? The local wine industry looks to the future with confidence, with continued demand for our wine and value growth, according to the Annual Report of NZ Winegrowers. Globally, consumers continue to respond to the vibrant, distinctive qualities of New Zealand wine. A record 345,000 tonnes of grapes were harvested here in 2013 and we had ideal grape growing conditions with a long dry summer providing wellbalanced, well-ripened fruit. To find out more about vintage 2013, we talked to Sean Jowers, National Trading manager at Yealands Estate Wines.Turn to pg 50-52 to find the latest

© 2013 Mediaweb Limited. ISSN: 1175-8279 (Print), 1179-8718 (Online).

Tamara Rubanowski editor@fmcg.co.nz Corporate Social Responsibility Mediaweb supports the following organisations: Official b2b magazine for the Gluten Free Food & Allergy Shows. Media partner Fine Food NZ 2012 and ANUGA 2013.

news from this pioneering winery, which has received many accolades in just five years since its inception, including ‘Best Sauvignon Blanc in the World’ at the prestigious International Wine Challenge in 2012. Meanwhile, I hear that Villa Maria is the first New Zealand winery to gain the European Union certification to label and sell organic wine in Europe. Preparations are well underway for the 32nd Anuga, which will be held in Germany in early October. This significant trade fair is a hub for the global food and beverage trade with approximately 6700 suppliers from about 100 countries exhibiting their latest products, as well as approximately 160,000 trade visitors expected from over 180 countries. The FMCG team is excited to be Anuga’s media partner in New Zealand this year, so if you are visiting or exhibiting there, then I’d love to hear from you! Please just send me an email with your contact details.


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$

help us raise

October is Breast Cancer Awareness Month. Help us to reach our goal of raising $25,000 towards supporting women with breast cancer by purchasing Pink Ribbon packs of Bio-Oil速.

Supporting the New Zealand Breast Cancer Foundation Talk to your BDM Grange Area Manager or call 0800 804 711 for more details.


n ews Food & Grocery industry honours stalwarts Maurice Gunnell and Don Graham, both 36-year veterans of the industry, were presented with Lifetime Achiever Awards by Prime Minister John Key at the 2013 Grocery Charity Ball in Auckland. It was the 10th ball staged by the Grocery Charity Ball Trust, which chooses a new charity each year to be the beneficiary of the huge fundraising and auction night. This year, Monty Betham’s Steps for Life Foundation, which is dedicated to reducing the rate of obesity in children, was the chosen charity. NZ Food & Grocery Council (FGC) chief executive Katherine Rich says Gunnell and Graham were extremely worthy recipients of the award. “Both have served the industry with distinction in areas outside their everyday jobs, putting in a lot of extra, unpaid hours, particularly on various FGC committees and working groups.” Gunnell has served the industry, way beyond his assignment as manager Corporate Services at Nestlé New Zealand, on several forums, committees, and boards. He is a proactive and constructive advocate of self-regulation, having at heart the benefit to consumers. During the recent issues with the supply of infant formula he worked with the team at Nestlé to maintain continuity of supply. Graham has worked for Tegel, New American Ice Cream, Primary SalesLink, and is a director at William Aitken & Co. He has worked for different social causes over the years and has been a trustee and chairman of the Grocery Charity Ball since its inception.

(L to R) Don Graham, Prime Minister John Key, Maurice Gunnell, FGC Chairman Pierre van Heerden.

“These awards have been well earned, and the industry congratulates and thanks Maurice and Don for their exceptional contribution,” Rich said. The Grocery Charity Ball Trust was established in 2004 to run the premier event on the grocery industry social calendar, and direct the profits to charitable trusts. The annual event is held with the support of Foodstuffs and Progressive, as well as the New Zealand FGC. Since its inception, the Grocery Charity Ball has raised more than $2 million. FMCG magazine supported the Grocery Charity Ball again this year with a substantial prize for the silent auction. More than 600 guests and dignitaries attended the event at the Langham in Auckland. See grocerycharityball.org for more information. ●

Hunt for New Zealand’s top banger is on Butchers nationwide are putting their best bangers forward in the hope of taking out the 2013 Supreme Award in the Devro New Zealand Sausage Competition. In the twentieth year of the competition, sausage makers will be pulling out all the stops to take home the coveted title. Kim Doran, from Retail Meat New Zealand, says this competition continues to get bigger and better: “20 years is a significant milestone in any competition. A main objective when this competition began was to improve the standard of sausages available in New Zealand. “We are very proud to say the quality available to customers today is equal to that in any country across the globe. Our sausage makers have really stepped up to the challenge and as such winning this title is a mark of highest prestige,” says Doran. The judging will take place October 16-18 and will see over 450 sausages assessed across 10 categories, before the sausage with the highest mark for each category is judged in the finals to find the Supreme Award winner. ●

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FMCG SEPTEMBER 2013


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n ews NZ Food Awards FINALISTS announced Finalists for the 2013 NZ Food Awards were announced at Villa Maria Estate in Auckland. From more than 100 entries, 43 finalists were selected across 14 categories. The winners will be announced at a gala dinner at the Museum Events Centre on September 19. NZ Food Awards judge, TV presenter and chef Nici Wickes hosted the evening, and was joined by her fellow judges Ray McVinnie and Geoff Scott to congratulate the finalists. The 2013 NZ Food Awards Finalists are: Bakery Andre’s Kitchen – Chocolate Chip Cookies Paneton Bakery – Ready to Rise Croissant Villa Maria Beverages Aroha Drinks – Elderflower Green Current Still Juice Barkers of Geraldine – Squeezed NZ Limes with Elderflower Ministry for Primary Industries Cereal and Breads Kapiti Artisan Bakehouse Limited – Garlic Ciabatta Fold Pure Delish Limited – Chunky Fruit Muesli Pure Delish Limited – Grain Free Breakfast Cereal Confectionary and Snacks Colestown Chocolate – Peanut Bar Fonterra Tip Top Brands – Kapiti Passionfruit & Yoghurt Icecream Kako Chocolate – Mixed Box of Chocolates Proper Snack Foods Limited – Proper Crisps (pictured) Convenience and Meal Solutions Ingham’s Enterprises – Free-Range Hot Roast Chicken The Collective – The Collective Suckies TOMeTTE Ltd – French Ready Meals The NZ Herald Bite Gourmet Blue River Dairy LP – Curio Bay Pecorino Culleys Limited – Green Chile Hot Sauce Whitestone Cheese – Whitestone Butter by Al Brown Ministry for Primary Industries Healthier Choice 100% Nutz Limited – Peanut Butter with LSA Awaken Alive Energy Limited – Raw Organic Energy Bars Blue River Dairy LP – Sheep Milk Powder MeyCov Food Ltd – Rice Wafers The Collective – The Collective Suckies AsureQuality Food Safety Fressure Foods Ltd – Avocado spread, dips and guacamoles

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Inghams Enterprises Ltd – Free-range chicken Inghams Enterprises Ltd – Free-range butterflied chicken Flavour Packaging Design Hubbard’s Foods Ltd – Hubbard’s Amazing Muesli MMC Tradelink Ltd – Water Buddies TOMeTTE Ltd – French Ready Meals KPMG Export Alpine Origin Merino Ltd The Collective – The Collective Suckies Mt Cook Alpine Salmon Rabobank Business Innovation Alpine Origin Merino McCashin’s Brewery A. Verkerk Ltd Countdown Grocer’s Choice Fonterra Brands Tip Top Ltd - Tip Top Crammed Tasti Products Limited – Tasti Protein Bar The Collective – The Collective Suckies Massey University Research & Development Hubbard’s Foods Ltd – Hubbard’s Amazing Muesli Inghams Enterprises Ltd – Free-range chicken Inghams Enterprises Ltd – Free-range butterflied chicken The FOODBOWL Processing Technology Enzafoods Ltd – Fast and Fruity (pictured) Hansells Food Group Ltd – Saucy Centres TOMeTTE Ltd – French Ready Meals Finalists in the NZ Food Awards will be able to attend business-capability workshops run by strategic partners KPMG and Rabobank, and retail and commercialisation mentoring sessions run by Countdown. For tickets for the NZ Food Awards Gala dinner and more information visit foodawards.co.nz. ●


n ews New World Kapiti opens The eagerly anticipated New World supermarket in Paraparaumu opened its doors. “We are delighted to bring a modern supermarket to Kapiti which will provide more choice, value and service for all our customers to enjoy,” says Foodstuffs (Wellington) general manager Brand, George Sutherland. The new store is in a great location on Kapiti Road beside the Paraparaumu airport in the new Kapiti Landing shopping area. New World Kapiti is next door to the new Mitre 10 Mega and Smiths City stores. This new look store includes a marketstyle produce area full of vibrant fresh displays with a focus on seasonal lines. The butchery department stocks a wide range of fine cut meats prepared daily on-site, with expert butchers on hand to produce special cuts. The fullsize, modern delicatessen is stocked full with deli meats, fresh salads, and cheeses as well as hot freshly cooked rotisserie chickens. The fish is delivered daily by locals, and the bakery is baking a wide range of artisan breads on-site twice a day. Stocking a comprehensive range of over 8000 products; including a stunning selection of over 450 wines and a large selection of chilled and craft beers, the store also features a café, with Gravity coffee expertly prepared by trained baristas. It is also among the first supermarkets in the country to offer free Wi-Fi. Tony and Janet McNeil and Ashley and Olivia Chester,

owner-operators of New World Kapiti, say they are excited to offer the community a brand new store. They say, “more than 70 of our 90-strong staff are from right here in Kapiti, and they’ve been selected for their attitude as much as their skill. Now that we’re open and underway, we can shift our focus to our new role – providing the best possible supermarket service and everyday value for the Kapiti community. That means great savings, a broad range, outstanding fresh products, and of course, some good old-fashioned service!” New World Kapiti is also one of the most energy efficient supermarkets in New Zealand with energy efficient light fittings, daylight harvesting and waste heat reclaim for hot water and space heating. The freezers have covers to keep the cold in and the store also features a highly efficient new refrigeration plant. ●

Perrier celebrates a milestone in style Perrier is 150 years old this year and marking the occasion with the release of a limited edition range of bottles inspired by pop artist Andy Warhol. Part of the Pop Art movement, the legendary artist was fascinated with everyday consumer products and produced a series of screenprints for the sparkling water brand in 1983 in the vein of his other famous artworks featuring Campbell's Soup and Coca Cola. Based on the original prints Warhol created in the 80s, these exclusive

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bottles feature four different label designs with colourful backgrounds and paint effects in his signature style as well as the artist’s likeness. Sold at leading supermarkets, wholesalers, bars and restaurants nationwide, the bottles come in plain (not flavoured) 750ml size and in a 330ml four-pack (contact Stuart Alexander & Co to place your order). Perrier is also giving Kiwis a chance to win a trip for two to New York, the city Warhol called home. To be in to win, consumers only need to purchase specially marked Perrier at participating supermarkets nationwide and head to winwithperrier.co.nz. Entries close January 3, 2014. ●


n ews Little Shop campaign launched New World is launching ‘Little Shop’ in September, a gorgeous set of mini grocery collectables and accessories that is guaranteed to help bring out the kid in all of us. A sealed package containing a mini grocery collectable will be awarded to customers with every $40 spent at New World and will allow customers the chance to collect

the entire range. There are 44 in total, including many iconic brands such as a mini Marmite jar, a mini Milo tin, a small tub of Tip-Top icecream, a bag of Wattie’s frozen peas and a mini Vogel’s bread. Steve Bayliss, general manager of Marketing for Foodstuffs NZ says the Little Shop campaign highlights the fun side of supermarkets. “A similar concept ran in a European supermarket last year which generated huge interest across the country and we thought if we adapted it to include some of New Zealand’s most loved brands it would be a perfect way to celebrate New World’s 50th birthday,” he says. To complement the mini collectables, fun accessories are also available to purchase from New World stores. There is a Little Shop play house, a trolley, a cash register, scales, and a shopping basket. Plus, there is a set of gorgeous collectable Little Shop tins to purchase for storing the mini collectables. ●

National Nut Day is back! Tuesday October 22, 2013 is a day for New Zealanders to embrace a little nuttiness and show their appreciation for the delicious and nutritious nut. Alison’s Pantry and Mother Earth have again joined forces in support of the day to ensure Kiwis across the country are aware of the many advantages of eating nuts. Nuts are the ultimate fast food. They are a powerhouse of different vitamins and minerals and provide a concentrated source of unsaturated fat, fibre, vitamin E and a number of other nutrients often in short supply in the modern diet. A daily handful (30g) is a wonderful meal ingredient or snack on the go. Studies have shown that including nuts in the daily diet

can also be beneficial in reducing the risk of cardiovascular disease, promoting weight loss, even reducing fine lines and promoting shiny hair! For further information on nuts and inspiring recipe ideas visit alisonspantry.co.nz or motherearth.co.nz. ●

SEPTEMBER 2013 FMCG

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n a rgo n

Health and Safety Reforms receive warm welcome, says Trina Snow. The Government has announced what they describe as the “most significant reform of Trina Snow, New Zealand’s workplace health safety system executive director, NARGON. in 20 years.” The reforms will not begin to come into effect until December 2013 and will be progressively rolled out over several years, but supermarkets should consider the new requirements carefully now. Although supermarkets are not a high-risk industry, stores should ensure they begin planning for any changes needed to ensure a safe workplace, or implementing those changes immediately. Labour Minister Simon Bridges launched the Working Safer package in August, saying it “represents a major step change in New Zealand’s approach to meet our target of reducing the workplace injury and death toll by 25% by 2020.” Here is a summary of the main sections of interest to supermarkets, with Nargon’s comments: • A new law - the Health and Safety at Work Act - will provide clear, consistent information for business, workers, and government about what they need to do to keep workers and others safe. It will be based on the Australian law because workplace harm and deaths are significantly lower on the other side of the Tasman. • A clear and transparent government-led strategy will be developed to reduce workplace harm with measurable targets. It seems almost mandatory to have a Government strategy, but if the targets are measurable and challenging then they may have a practical impact. • Risk areas will be the target of the regulator WorkSafe New Zealand, expected to be operational from December 2013. WorkSafe will focus on the major areas of harm including high risk sectors (based on numbers of fatalities and serious injuries) and major hazard facilities which have the potential for one-off catastrophic events. Supermarkets will not be included in either category. • Supermarkets should be aware of stronger penalties, more enforcement tools, stronger court powers and new directors’ duties. • Better coordination between government agencies that regulate workplace health and safety. For example, ACC and WorkSafe will create a shared programme of workplace injury prevention. If effective, this could be a useful innovation. • Enhanced worker participation with health and safety matters. Stores will have a general duty to involve and consult

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workers on health and safety matters. If workers want to have health and safety representatives, the store must consult the representatives, allow them time off for training, pay for training, provide time and resources to perform their role, and give them information. This will apply to businesses of any size – an important change from current requirements. • Capability and knowledge will be developed at all levels of the system – workers, managers, health and safety professionals, and WorkSafe, including the establishment of a new Health and Safety professional body and a workforce development plan. There will be taxpayer support for training and skill development in a number of instances, though it is unclear how much will be available to supermarkets. Support is likely to be targeted to the high risk areas. The Government says the system has been designed to get the balance right by being proportionate for small and large low-risk businesses and making the requirements easy to comply with. The Working Safer document states “the regulatory system will make it clear low-risk businesses only need health and safety practices which are in proportion to the risks in their workplace. For businesses in low-risk sectors, this means the requirements will not be of the same magnitude as for businesses that face higher risks. The legislative changes will be supported by clear guidance as we recognise that many (particularly smaller) businesses would rather adopt existing material than design their own compliance systems.” See the full document online: http://www.mbie.govt.nz/ what-we-do/workplace-health-and-safety-reform. The Dominion Post editorial noted “it is a rare feat for a government of any hue to embark on changes to workplace laws that win the approval of employers and unions alike… The fact the measures have been broadly welcomed by the Council of Trade Unions (CTU) and Business NZ is a good indication the task force struck the right balance between the need to reduce on-the-job accidents and strangling businesses with red tape.” Both groups had reservations – the CTU about a lack of guaranteed worker representation on the Board of WorkSafe NZ and Business NZ around unintended consequences if the details are not thought through – but the unions described the package as “pretty good” while the business lobby called it a “step in the right direction.” That does not happen very often.


recruitm e n t

Coming of Age The impact of an ageing workforce on New Zealand business. As more baby boomers enter retirement age and the ratio between the numbers of workers to the numbers of retirees’ rockets, why should New Zealand business be concerned? There has been much said in recent years on New Zealand’s ageing population and workforce participation rates, but while 58% of employers believe that an ageing workforce will have a large or very large impact on their own organisation, they have been largely content to leave the issue to government policy makers. The statistics regarding New Zealand’s ageing population are stark: In 2012, 50% of the New Zealand labour force was older than 42 years of age, compared to 36 years in 1991 and 39 years in 2001 (Mortimer & Alpass 2007.). By 2031, New Zealand will be home to more than one million people aged 65+, or one in every five people (McPherson 2012). There will be an increasing need for welfare benefits, pensions and public healthcare for New Zealand’s older citizens. Mature employees represent a valuable and often untapped source of increased productivity for organisations. Our research found that older workers have a strong drive to work, as well as a growing financial imperative to do so, following the blow to their savings during the GFC. Yet despite this, ‘grey workers’ are underrepresented in the workforce and overrepresented in the joblessness rate. For Coming of Age: the impacts of an ageing workforce on New Zealand business, OCG surveyed 56 senior business people and 864 New Zealand jobseekers on the advantages and challenges of increased mature worker participation. We sought to understand which industries are at greatest risk of skills shortages as a large body of skilled employees transition to retirement, and what employers are doing about it. Primary research was supplemented with insights from a range of publicly available publications, research reports and articles. Our research identified the need for New Zealand business leaders to become more strategic in their approach to attracting and retaining mature workers. While there are compelling economic and social arguments for the need to keep workers in the labour force for longer, which are the remit of governments, the reality is that it is individual organisations and their

employees who make the decision whether or not to hire and retain an older worker and how they will prepare for the impacts of an ageing workforce.

Scott Freeman Associate Director FMCG Sales and Marketing, OCG Consulting

Some key findings •

Half (51%) of those candidates interviewed who are not currently working need to return to work to sufficiently fund themselves through retirement. • Employers perceive older workers as more experienced and more reliable, yet less computer literate, more resistant to change and more prone to health issues. • There is also a real benefit to be gained from employing older workers. Most employers (59%) note that there is a shortage of highly experienced workers in their industry. By the same token, 48% agree that older workers are a relatively untapped resource in their industry. • Why aren’t firms hiring more older workers? The key reason according to employers is simply that older workers do not apply for the roles advertised. • Despite the productivity benefits that older workers bring, and the diversity advantage available, few organisations have structures in place to reap these dividends; just 18% of employers have specific planning strategies around aging workforce participation. • Our data indicates that age-related discrimination is a problem in New Zealand; 46% of employers and 32% of employees believe age discrimination is a problem in their industry. For a full report of the ‘Coming of Age’ study contact Scott Freeman at OCG www.ocg.co.nz .

Our research identified the need for New Zealand business leaders to become more strategic in their approach to attracting and retaining mature workers. SEPTEMBER 2013 FMCG

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fgc

Product recalls Katherine Rich, CEO, NZ Food & Grocery Council.

The Fonterra whey protein recall has been a timely reminder for all FMCG companies to have a tried and trusted process for product recalls and withdrawals.

It’s also been a timely reminder for all grocery companies to sign up to ProductRecallnz, GS1’s efficient online recall solution, if they haven’t already. I know that sounds like a blatant promotional plug for GS1’s system. It is, but trust me that in the event of a product recall and the flurry of activity that a recall brings it’s better to be registered and ready to go, than to spend precious time filling out application forms. For those readers who might not be aware, ProductRecallnz is an online system developed and tested by supply-chain organisation GS1 NZ in conjunction with FGC, Foodstuffs, and Progressive Enterprises. It provides member companies with a faster, more efficient, and easy-to-use tool to notify their trading partners when a product must be recalled or withdrawn. It replaces the mostly manual processes that rely on paper-based communication, emails, faxes and phone calls, by exchanging “real time” information between trading partners. It’s faster and more accurate, and with a minimal cost to signing up, I’d say it’s inexpensive peace of mind. There will be many learnings from the past few weeks. FGC, like many others, is waiting with great interest to see what each of the four inquiries reveals. Fonterra is conducting two inquiries into its own processes, the Ministry for Primary Industries (MPI) is looking into how the problem was handled, and the Government’s two-part inquiry is looking at how the potentially contaminated whey entered the markets and how it was addressed, and at regulatory aspects. Obviously, until they are completed it would be unwise to speculate on how the product recall system worked in this case, although from where we are sitting it does seem to have been successful overall. One thing we know is that Fonterra and the small number of affected manufacturers did have sophisticated recall systems in place and triggered

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them as soon as they had the information they needed. At the very least, such action went some way to alleviating public concerns, and that’s what recalls are in part designed to do. Having an efficient recall system is an essential part of doing business for any company in the food and beverage sector, where safety is important and where issues can arise within even the best-managed and most reputable businesses, as we have seen. While careful not to sound like a Pollyanna, the key point FGC stressed during the incident was that finding the contamination did actually demonstrate that the New Zealand food safety system works well. Minute contamination problems were picked up, affected product was identified down to specific batches which could be tracked and appropriate recall actions were taken. And, not to play down for a second the natural reaction of concerned parents, it’s important to remember that there has not been a single report of any harm – not even a tummy upset. So we hope that the inquiries will be used as a tool for learning and improvement, not for punishment and retribution. It’s worth noting that when it comes to food recalls, New Zealand has had a perfect record. There has ever been only one ministerially mandated food recall here, and that related to an Australian product distributed here. All other recalls and withdrawals over the past 30 years have been handled voluntarily by business putting into action their own plans and notifying the regulator under requirements in management or control plans or programmes. With the three-layer approach from the MPI, food companies, and the supermarkets, I’m very confident our sector will continue to ensure consumers that they can enjoy safe food and that New Zealand’s excellent food safety record remains intact. Despite the latest scares, New Zealand does have one of the best food safety records in the world, and it’s essential we keep it that way by having fast, detailed, and accurate traceability and recall systems.


beef + la m b

Winning the meat game The meat industry is a passionate one, finds Kim Doran of Retail Meat New Zealand. People seem to be in this industry for life, and quite often it’s in their blood, with their fathers and grandfathers before them having spent their lives in the meat game. But sometimes it takes a reality check from someone up and coming to remind those who’ve been in the industry a long time of the reason we work in this field. Someone to provide inspiration and new ideas. On Friday August 16, the industry received one of these reality checks from someone slightly unexpected (if you look back just a few years). Abigail Lane is a name the butchery world is getting used to hearing and it’s one I’d suggest we’ll be hearing a lot more of. Her latest achievement includes being named Alto Young Butcher of the Year, just two years after taking out the Competenz Butcher Apprentice of the Year category. Even more impressive, she was named as the first ever female in the national butchery team, the Pure South Sharp Blacks. These are remarkable achievements, given that she is only recently qualified; she’s beaten out competitors who are far superior in experience. But no one told Abi this couldn’t be done, and this unassuming young woman has certainly made her presence known. From an unknown quantity not long ago to the favourite in the room, there is no doubt the industry has been taken by this talented young woman. It seemed like the whole room, even the other finalists wanted to see her succeed – first as her name was called in the Pure South Sharp Blacks line up and then again as she was called as the Alto Young Butcher of the Year. Passion is a word often bandied around to describe Abigail; it’s very clear she has found her place in this industry. Her passion for the meat world is worn on her sleeve; you can see how much she loves doing what she does. She may be diminutive and reserved when she’s not “on the knives”. But when she’s working, she’s in control and nothing will get in her way.

Kim Doran Retail Meat New Zealand

In Abi’s acceptance speech, she said something that reaches far further than her small corner of the butchery world at PAK’nSAVE Kaitaia. She told the 300-strong crowd of industry heavyweights to “dare to dream, and dream big”. From four years ago when Abi first entered the Competenz Butcher Apprentice of the Year and didn’t even make it past the regional final, to the

Alto Young Butcher of the Year, Abigail Lane.

dizzying heights she’s now reached, Abi is a lesson in what hard work can do. It’s certainly been clear since the first time we encountered Abi four years ago that she definitely had “dared to dream”, she knew where she wanted to end up and nothing was going to stop her from getting there. So, now she’s got that Alto Young Butcher of the Year crown she’s fought so hard for, what next for this young woman? Possibly, bringing home the Tri Nations trophy from the UK with her Pure South Sharp Blacks team mates will be the next dream Abi has. And I for one would not bet against that dream becoming a reality as well. SEPTEMBER 2013 FMCG

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FRESH & LOCAL Specialist resource writer John Clarke highlights developments in produce, fish and meat supply.

ON THE WAY The first West Coast Whitebait. Artichokes and tangelos and spring.

IN THEIR PRIME Kahawai, piper, blue and silver moki, fresh ling and hoki, scallops and Pacific oysters. Lots of citrus: Lemons, limes, navels and mandarins. Still some yams, parsnips and the last of the best Brussels sprouts. Veal.

FISH & SEAFOOD Still a good time for kahawai. These will be ring-netted fish and therefore damn fine quality. The fresh season for ling also started in June and will run until November. This is a fine fish when eaten fresh. Moki (blue and silver) The season for this beautiful fish is again under way and it is a very good option at this time of year, reasonably priced too. You can still find piper occasionally. This is predominately a winter fish and a true delicacy (not to be confused with the similar sized frozen things with their beaks chopped off that come in from Asia). Turbot and brill come from the west coast of the South Island and have always been a specialty in the area, but now a few of these wonderful large flatfish are turning up in our other fresh fish markets. Warehou This is another southern species. The main season is on and the price is always reasonable.

MEAT We can expect rising prices for most New Zealand red meat over the next month. Sheepmeat Lambing is away in Canterbury, Marlborough and Hawke’s Bay with reports that sheep are in good condition. Mid to late August saw lambing flocks growing and temperatures are up. So, barring a really bad cold snap, all looks on track for a good lamb harvest. The trend is rising and at time of writing the schedule was still about $2 a head behind last year’s price. Beef Our local trade prices for beef

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have taken a jump and are on the rise and at time of writing were at 450c to 480c per kg. This is now 30c above last year’s price at this time and well above the export schedule. Most of these cattle are coming out of the North at present. For all that our grass-fed beef is the best in the world and is worth every damn penny we have to pay for it. Cervena Again the farmed venison price trend is rising and this time of year will likely see a rapid rise in venison production aimed at a rising schedule and the European game season trade. Veal Veal is good value for money at this time of year, though it does have a very short fresh season; only months, so make the best of it. The large number of dry stock farms converting to dairy has had a positive effect for our industry; that of putting a lot more veal products into the marketplace giving us good supply and softer prices. The dairy industry produces 2.5 million bobby calves per year and most of them are turned into veal mince, but a good number are finished for white veal and rose veal. Rose veal is a gourmet product, the result of five months of fattening calves, giving smallish succulent primal cuts such as racks, shortloins, scotch


fillets etc. This veal is very juicy and so tender that even lesser cuts such as topside are also suitable for fast cooking methods. Keep an eye out for this veal as it will be available in Spring.

FRUIT Apples Only a couple of months left and then it is imported rubbish. Avocados The new season Hass and Hayes (pebbly skinned), our best avocados are here. Citrus This is the time for our local citrus varieties. Tangelos will be the best buying from mid to late September.

Pears There will be a Kiwi pear or two about but they are deteriorating from now on. The nashi hold on a little longer. Imports are here though. Stonefruit It is all the imported pretty looking, but pretty tasteless at present. Just two or three more months to wait though and we will see the first of the early local fruit in the markets. Strawberries The first New Zealand strawberries arrive shortly and it seems this fruit hits the market earlier each season.

are carrots, parsnips, swedes, the turnips including Kohlrabi, celeriac and main crop potatoes. And believe it or not, towards the end of the month the first new potatoes arrive, so all round it is a good month for a root. Yam and fennel bulb are good quality, but pricey. Brown onions and leeks are in good nick and good buying, but good Kiwi garlic is still expensive. Artichokes (globe) The first globes will be in the markets in about a month with supply increasing over spring. Asparagus The first New Zealand new season spears will be here any minute and it only gets better. Early prices will as usual be exorbitant, but will soon fall back and then it is four months of sheer bliss as shoppers go crazy for them. Herbs All the fresh herbs (except tarragon) are available all year, but with the bad weather prices for all the annuals are still up and will stay up until October at least. Kumara All varieties of the last season’s crop are starting to lose a little quality but don’t appear to be too woody yet, so it is going to be up to you to demand the best available. Salad leaves Plenty of good Cos and salad leaves about for a change from the winter vegetables and they just keep turning over no matter what the season. Tomatoes are still bloody expensive but also manage to turn around well any time of year.

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VEGETABLES Expect tight supply for early spring vegetables and all prices to stay firm for another month or two. As with last month, best buying

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Cool convenience FMCG talked to frozen food suppliers about their most popular brands and innovations. Fresh flavours, healthy ingredients and convenience are the key drivers in the frozen foods category, with fish and seafood still a firm favourite with New Zealand consumers. Independent Fisheries has a proud history, starting from humble beginnings as a fish & chips shop in Christchurch to its current status as one of New Zealand's largest familyowned fishing companies. “In New Zealand our products are sold under the ‘Independent’ brand,” explains Daniel Bullen, marketing manager. “In early 2013 we launched a range of peri peri coated products in the

THE BREAKDOWN Current MAT to August 11, 2013 Total Frozen Convenience Foods: $105.415m Value % Chg vs YA -3.7 T. Frozen Snack Meals: $20.906m Value % Chg vs YA -9.3 T. Frozen Meat: $20.408m Value % Chg vs YA -2.5 T. Frozen Pizza: $17.062m Value % Chg vs YA -1.4 T. Frozen Full Meals: $17.057m Value % Chg vs YA -4.6 T. Frozen Sausage Rolls & Savouries: $13.816m Value % Chg vs YA -5.0 T. Frozen Meat Pies: $6.545m Value % Chg vs YA -4.2 T. Frozen Party Snack: $6.241m Value % Chg vs YA -8.3 T. Frozen Vegetarian: $2.959m Value % Chg vs YA 61.9 T. Frozen Pizza Bases: $0.421m Value % Chg vs YA 56.6 Total Frozen Vegetables: $144.082m Value % Chg vs YA -2.4

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foodservice sector and due to their excellent performance these are now transitioning to retail. The peri peri range includes our crumbed whiting fillet, crumbed formed squid ring and crumbed hoki cocktail,” he says. “We believe this product meets the consumer desire for more interesting flavours and easy to use, versatile portions of seafood. For example, the whiting fillet works brilliantly with lettuce and mayo in a wrap as an easy lunch option, or a snack for the family. Looking forward we believe that a wider range of new flavours will be well received by consumers. “Overall, we know people

T. Frozen Potato Fries: $40.242m Value % Chg vs YA -2.8 T. Frozen Mixed Vegetables: $33.196m Value % Chg vs YA -3.1 T. Frozen Potato Specialities: $20.913m Value % Chg vs YA 0.7 T. Frozen Peas: $20.699m Value % Chg vs YA -2.5 T. Frozen Beans: $7.705m Value % Chg vs YA -0.6 T. Frozen Corn: $7.700m Value % Chg vs YA -6.4 T. Frozen Stir Fry Vegetables: $7.545m Value % Chg vs YA -1.2 T. Frozen Vegetables – Other Types: $6.081m Value % Chg vs YA -4.7 Total Frozen Fruit: $20.699m Value % Chg vs YA 21.6 T. Blueberries: $7.303m Value % Chg vs YA 20.7 T. Mixed Berries: $7.263m Value % Chg vs YA 29.9 T. Raspberries: $3.022m Value % Chg vs YA 13.6

understand some of the health benefits of fish and it's undeniable that Kiwis love kai moana. However for some there is a reluctance to ‘get their hands dirty’, or a lack of confidence on how to prepare fish. Products which overcome these reservations will do well,” says Bullen.

Wattie’s Wattie’s is an iconic and trusted brand in New Zealand, offering a broad portfolio of frozen food products, including Wattie’s frozen vegetables, frozen potato products and frozen prepared meals. Opting for frozen food over fresh

T. Other Fruits: $1.163m Value % Chg vs YA 39.5 T. Boysenberries: $1.156m Value % Chg vs YA -0.1 T. Blackberries: $0.301m Value % Chg vs YA 5.5 T. Strawberries: $0.241m Value % Chg vs YA 20.5 T. Blackcurrent: $0.147m Value % Chg vs YA -17.8 T. Cranberries: $0.104m Value % Chg vs YA 46.8 Total Frozen Desserts Party: $31.620m Value % Chg vs YA -1.4 T. Frozen Dairy Desserts: $13.308m Value % Chg vs YA -2.9 T. Frozen Pastry Desserts: $12.411m Value % Chg vs YA -3.5 T. Ice: $3.338m Value % Chg vs YA 23.7 T. Frozen/Chilled Cakes: $1.246m Value % Chg vs YA -21.5 T. Frozen Fruit Juices: $1.112m Value % Chg vs YA 11.7 T. Cookie Batters: $0.204m Value % Chg vs YA -4.4 *Nielsen New Zealand ScanTrack (Databank)


food can often not only be cheaper and more convenient but can offer a great source of nutrition in products such as Wattie’s Frozen Garden Peas, which are harvested and snap-frozen at their peak nutritional value. “Wattie’s is a strong brand in both frozen vegetables and potato categories with market leadership in frozen vegetables with 40.2% value share, and 27.9% value share of frozen potatoes,” comments Catherine Allan, product manager Frozen Vegetables & Potatoes. She adds:“With limited NPD seen in the frozen vegetable category, we are excited about the upcoming relaunch of Wattie’s Wok Creations Frozen Vegetable range. Wattie’s Wok Creations range has seen significant growth at +9.1% value growth vs. YA. On the back of this growth, Wattie’s is expanding the range beyond Asian Stir-fry, with the launch of two new products in late September: Wattie’s Creations Mexican Style (Red, Yellow & Green Peppers, Supersweet corn & red onion) and Italian Style (Red & Yellow Peppers, Courgettes, Italian green beans & red onion). These products complement the expanding Wattie’s Creations Cooking Sauce range, which is launching at the same time and will be supported with a large ATL campaign. “In frozen potatoes, the Wattie’s Hash Brown range has been given a new look – dialling up the ‘NZ Grown Potatoes’ message. Wattie’s has also launched two new products under the Wattie’s Crunchy range introducing unique flavours into the category – Wattie’s Crunchy Cheese &

Bacon flavoured crinkle chips and Salt & Vinegar flavoured Crinkle Chips, stimulating consumer excitement and interest as well as driving value added growth into a highly commoditised category,” she says. Rebecca Tanner, senior product manager Frozen Prepared Meals, told FMCG: “Heinz Wattie’s dominates the frozen meals category, ensuring that its range delivers frozen convenience meals of superior quality and taste. The range includes Wattie’s and Weight Watchers brands, which combined account for 56% value share of the frozen meal category.” Wattie’s Meal Sensations range is being supported on TV during September, leveraging the new Wattie’s Food in a Minute platform. Tanner explains: “The commercial aims to highlight the great taste of Meal Sensations due to the product’s steam-fresh cooking technology that delivers great flavour and preserves nutrients in the meal.” Source: Nielsen Total Supermarkets Value Share MAT Ending 14/07/13

Shore Mariner Shore Mariner’s portfolio in New Zealand supermarkets includes Sea Breeze, Markwell, Jamie Oliver, Borg’s, and Spring Home products. Among new products launched there are Shore Mariner Bhaji Dippers; Borg’s Filo Pastry Sheets; Spinach & Ricotta Cheese Pastries; Spinach & Ricotta Cheese Triangles; Vegetarian Triangles; Spring Home Spring Roll pastries; the Roti Paratha Range (Plain, Onion, and Wholemeal); Poppa Bob’s Mussel Fritters and Jamie Oliver Fish Fingers. The company has had “excellent feedback” and many comments made were in relation to quality of the product and taste profile, says Jade Lim of Shore Mariner. “Consumers are looking for convenience, variety (ingredients, visual appeal) and also a better taste and flavour these days,” she explains. She adds:“Jamie Oliver Fish Fingers

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are convenient for parents and kids just love them. Shore Mariner Onion Bhaji Dippers are convenient for vegetarians. These delicious authentic Indian delicacies are lightly spiced 100% vegetarian little onion balls, which come with a 50g mango chutney and are great as snacks. “Spring Home Roti Paratha are Halal, easy to prepare and have a tasty flavour profile. They are available in three flavours: Plain, Onion, Wholemeal. “Poppa Bobs Mussel Fritters are made from NZ green shell mussels, with 60% chopped mussels, egg and onions. They have great flavour and texture– just like homemade,” says Lim. The products in Borg’s savoury finger food range (625g Spinach & Ricotta Cheese Pastries, 360g Spinach & Ricotta Cheese Triangles, 360g Vegetarian Triangles) are ready to bake with all natural ingredients. They have a variety of fillings, no preservatives and no added artificial colours. “Follow us on Facebook, Twitter, and LinkedIn for the latest promotions and updates,” says Lim.

GEM Escape Meals Gem Escape Meals are a new range of gluten-free, ready-to-eat meals that have recently launched in selected New World supermarkets and specialty food stores. There are currently four ethnically inspired flavours on the market with a fifth hitting the shelves in specialty stores. These meals offer a unique selection to customers with variants like Japanese Teriyaki Chicken, Moroccan Spiced Lamb Hotpot and the all new 20

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vegetarian Mexican Taco Chilli. The brand launched at the Auckland Gluten Free and Allergy Show in May selling over 750 meals in two days. Ashleigh Whittaker, managing director explains: “Customers have responded very strongly to the range with requests coming in to be stocked all over the country. Christchurch and Wellington are particular hotspots with the gluten free and coeliac community. This is a fast expanding category with limited choice in the convenience area. “While Gem Escape Meals have the added value of being gluten, dairy, soy, egg and nut free, the full flavour range is being taken up well with the healthy lifestyle consumer. Whole, natural ingredients have been a focus in the recipe creation, eliminating the need to include carbohydrate-dense, gluten-free substitutes,” she says. Gem Escape Meals have been brought to market by Whittaker, a 23-year-old foodie who has a passion for bringing people together over a good meal. Her goal now is to get full country distribution of Gem Escape Meals and look at foodservice opportunities.

Foodtrenz In the supermarket freezers,Foodtrenz’ products include: • Nanna's Fruit Pies and Waffles • Patties 12 Party Pies and Mini Combo (40 piece, total 1kg) • Ho Mai Chinese appetizers • Cofresh cubes of ginger and garlic. New products in the last six months include Nanna's Combo (two apple pies and two Raspberry/ Custard tarts). “This sku has been received enthusiastically in both Progressive and Foodstuffs stores but we have no figures yet other than week-on-week mounting sales,” comments Paula Carruthers, sales and marketing director. As far as consumer trends are concerned, she finds that variety is always welcome. “Having a choice of two flavours in one pack appeals to families. Customers tell us 'Nanna's make the lightest pastry',” she says. “With chopped onion and chopped capsicum in the freezers along with Cofresh 100% Garlic and Ginger, the trend is for time-saving if not at the expense of quality.”


frozen fos tora dp s

Cofresh Frozen Ginger cubes and Frozen Garlic cubes are new in the freezer section, each pack with 20 cubes (400g). Each cube contains 100% prepared grated garlic (about four cloves to the cube with no additives) and approximately 5cm of grated ginger in the ginger cubes. Carruthers comments: “Both save a lot of time and we are keen to work with any supplier who would like to use ginger or garlic to demonstrate their products, such as when making curries, casseroles, or stir-fries in woks as a fantastic timesaving device. It’s really good value mostly between $2.79-$2.99 and in stores now. Available in Foodstuffs’ Auckland warehouse for all their partners to draw from,” she says.

Sujon frozen berries New Zealand is the ‘Boysenberry Capital’ of the world but the boysenberry is still a shy “Cinderellain-waiting” with some local consumers. Although trumpeted as one of ice-creams favourite co-

stars and a “must” for many home cooks, chefs and bakers, boysenberry sales in NZ food retail have seen relatively slow growth against other berries. But that is about to change and NZ retailers can expect a steady and sound development of demand for individually quick frozen (IQF) boysenberry fruit starting this summer, says Michelle Manson, marketing manager, Sujon Berryfruits. Over the last five years virtually stagnant retail sales growth in NZ meant some growers pulled out their canes and supply issues from the rest were compounded by a poor crop due to bad weather at the critical fruit set time for the 2012 harvest. This resulted in increased prices at retail; sales value increased with the leading brand suppliers but unit sales volumes dropped slightly. “However, the harvest for December 2013 looks set to be very good and will allow IQF processors and brands the increased volumes necessary to develop the NZ market as well as meet Japanese market

demand,” says Manson. She adds: “The NZ boysenberry is unique in that, with its high folic acid content, it’s one of the few foods in NZ allowed to have health claims made for it (for folate health values for pregnant mothers). Japanese researchers have shown that Boysenberries contain compounds, which may help improve eyesight. “General market research and consumer feedback shows that, in NZ, the IQF boysenberry is primarily used in parfaits and muffins but a new trend could be the boysenberry brownie. Boysenberries have a natural affinity with chocolate,” she says. Virtually all of New Zealand’s boysenberry crop is grown in the Nelson area. It is estimated that last year over 2000 tonnes were harvested, of which less than 50% is exported. “Sujon Berryfruits is a domestic brand leader in the frozen berry fruit category and also the major NZbased exporter of IQF boysenberries,” explains Manson.

established 1989

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w w w . emmajanes.co.nz | 0800 366 252 | info@emmajanes.co.nz SEPTEMBER 2013 FMCG

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A growing category FMCG talked to some of the key suppliers in the NZ juice and beverage market about the latest trends. Barker’s of Geraldine manufactures a wide range of fruit syrups still made on a corner of the family farm in South Canterbury. The range includes a number of premium squeezed syrups, not made from concentrate with the fruit pressed and processed on site in Geraldine. “The Barker’s range performed with exceptional strength boasting growth of 24% and becoming the #1 fruit syrup in TKA New Zealand, despite category growth of only 5%*,” says Danielle Esplin, marketing manager. “Our success is due to the

fabulous support of retailers and our customers who have supported us as a New Zealand family manufacturer producing high quality beverages with innovative and delicious flavour combinations. Our commitment to use New Zealand fruit wherever we can has also gained us much support”, says Esplin. “Our growth has not only come from new skus, which invigorate the range and category, but we are also experiencing growth across our whole range as distribution and rate of sale increases. New products have focussed on feedback from our customers and other consumer food trends including a reduction in sugar and the use of alternative natural sweeteners. We are soon to launch some Lite syrups, which use the natural sweetener stevia”, adds Esplin. *Aztec temple, MAT to 21.07.13

Frucor Frucor’s brands in New Zealand supermarkets include Gatorade, V, Rockstar, Simply Squeezed, Fresh Up, McCoy, H2GO, Mizone, NZ Natural, Appetiser, Frank, Pepsi & Pepsi Max, Mountain Dew, 7 UP, Wave, Up&Go and G-Force. Fresh Up brand manager, Brooke Bayliss-Browne says: “Fresh-Up has just launched some new variants to the range in the new easy to pour 3-litre bottle. It has also released three new flavours – Apple & Nectarine Fruit 22

FMCG SEPTEMBER 2013


s t ra p THE BREAKDOWN Current MAT to August 11, 2013 Total Chilled Beverages: $59.203m Value % Chg vs YA 8.4 T. Fruit Juice Chilled: $34.460m Value % Chg vs YA 10.9 T. Fresh Flavoured Milk: $24.564m Value % Chg vs YA 5.0 Total Cordials And Syrups: $48.078m Value % Chg vs YA -0.7 T. Pre-sweetened Powdered Beverages: $25.231m Value % Chg vs YA -5.2 T. Cordials: $21.748m Value % Chg vs YA 4.7 T. Soda Syrups: $1.099m Value % Chg vs YA 6.9

Lite in sugar. Full flavour.

*Nielsen New Zealand ScanTrack (Databank)

Juice Drink, Harvest Red Apple fruit juice drink, and Apple & Pineapple fruit juice drink. “We have removed all of the sugar from the entire H2GO range. We’ve also launched some exciting line extensions including Just Juice with stevia, which allowed us to remove half of the sugar content from the product, and Just Juice with Veges.The market has received these innovations well with sales exceeding the category average significantly. “Our innovations with the H2GO and Juice Juice brands have been well received by the market, with sales exceeding the category average significantly. “We do not have statistics available for the new Fresh-Up range at this stage, but we are confident that customers will appreciate our new and improved offerings, which respond

to their evolving needs. Frucor is constantly assessing consumers’ needs and addressing them by introducing new products. We always have our team working on new and exciting ideas to meet our evolving customer base.” What are the consumer trends in this category, in her experience? “Research has indicated that Kiwis are looking for better priced juice options with improved pack functionality. Frucor has conducted its own extensive research into market perceptions of the juice market, and this has revealed that consumers want better pricing, more reduced sugar options and improvements in packaging. “We have taken this feedback on board and invested significant resources into developing new products which will better meet the needs of the market. “Over the past year, we have reviewed each of our brands to look for ways that we can improve each line of products. Every new product is created in R&D from its sensory profile and physico-chemical make up to the packaging and design specifications. “Frucor is committed to making

50% less sugar. No artificial sweetener. Contact your Twin Agencies Rep. 0800 258 946

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a significant ongoing investment in local R&D with a strategic focus on innovation. This multi-million dollar investment in our local manufacturing facilities has allowed us to produce the sort of innovation consumers have asked for,” she says. Frucor also has two flavoured milk brands available in NZ supermarkets: Wave (Chocolate, Iced Coffee, Strawberry) and V Iced Coffee. V Iced Coffee was first launched in 2011 in a 470ml glass bottle for a limited time. Joel Reichardt, senior brand manager (Hydration and Lifestyle), says:“Due to huge consumer demand we have brought it back in a 600ml PET bottle (March 2013). All the ‘Wake up!’ of an espresso with the ‘Wooh-hoo!’ of guarana! “Wave exited the market in 2011 and was brought back by popular demand in August 2012. “V Iced coffee has achieved 16.7% value share of Total Flavoured Milk in the petrol channel for the current quarter (Aztec, Total Petrol Channel, Value share, Quarter to 04/08/2013). Meanwhile, Wave has achieved 11.5% value share of Total Flavoured Milk in the petrol channel for the current quarter (Aztec, Total Petrol Channel, 24

FMCG SEPTEMBER 2013

Value share, Quarter to 04/08/2013),” explains Reichardt. Are there new products in the pipeline? “Frucor always looks to do new and exciting things, that’s what we do, watch this space!” he says.

Goodman Fielder Goodman Fielder brands include Meadow Fresh Calci Strong flavoured milks (fresh and UHT), Meadow Fresh drinking yoghurts, Activate Probiotic shots and Tararua Real Iced Coffee (TRIC), and produces For Everyone flavoured milks and water under licences. Laurie Piggott, acting marketing manager, Meadow Fresh told FMCG: “We have a number of developments underway in milk, drinking yoghurts and in the wider ‘drinks’ arena, but it is too early to give too many details.” What are the consumer trends in this category, in Piggott’s experience? “There are several consumer segments in the wider drinks category: • Young children who want tasty products while their mothers want them to have nutritional benefits. • Adolescents and young adults

wanting impulse refreshment - and often an energy boost as well. • Health conscious teens and adults wanting dietary supplements and meal replacements on the go. Piggott says the trends are primarily focused on products delivering benefits on the go: • increase in ready-made breakfast replacement products • increase in ‘energy’ boost beverages • increase in coffee based beverages - as NZ continues to increase its overall coffee consumption • increase in indulgent beverages - but this is more overseas than NZ at present • increase in variety of packaging formats to deliver impulse beverages.” Piggott adds: “Over the last 12 months, Goodman Fielder has had a big emphasis on supporting our brands and products, especially at store level. We are into our second year of ‘Cool Our Schools’ - our big consumer promotion that activates primary and intermediate schools around


NZ to collect stickers off Meadow Fresh milks, flavoured milks, yoghurts and dairy foods for a share of over $500,000 in sports and art gear. This may well be the biggest curriculum supporting schools promotion in NZ with TV, radio, website, PR and outdoor promotional support. This year, it’s bigger and better with instant prizes to be won as well. “Goodman Fielder also has continued to develop its strong alignment with and promotion of sports activities in the community by renewing its sponsorships of the NZ Breakers and NZ Ski for the third and fourth years, respectively. “The Meadow Fresh Champions Programme, a schools-based skills programme presented by the NZ Breakers, is designed to create future NZ Champions - both on the court and in real life. Meadow Fresh assists the Breakers in providing resources and programmes, including community coaches, to over 30,000 Primary and Intermediate aged school children. The Breakers’ half time activities sponsored by Meadow Fresh also allow children to showcase their skills in front of a live crowd at home games. “TRIC’s (Tararua Real Iced Coffee) market activation initiatives for NZ Ski including product sampling, ski slope livery, competitions and giveaways have enabled NZ Ski to develop events and competitions promoting skiing to the wider community. The added benefit of this great association has been increased top of mind brand awareness for the TRIC brand amongst our primary target market, males 18 -29 years,” says Piggott.

pure water, Charlie’s Juice Drinks are perfect for younger taste buds, with Blackcurrant being a natural addition to the successful range,” explains Nick Smith, brand manager. He adds: “Meanwhile, Charlie’s Quenchers are continuing to show good volume growth this MAT vs. LY across both 1.5L and 500mL pack sizes, with newcomers Blood Orange Quencher and Pineapple Crush Quencher contributing to that growth by extending the ‘seasonal curve’, having been in the market since May this year (Nielsen data, MAT to 14/07/2013). “The launch of new Charlie’s ‘50% Less Sugar’ fruit flavoured drinks in both New Zealand and Australia has provided incremental growth in the Chilled Juice category, attracting an increasing amount of consumers seeking a low sugar, lower calorie beverage. The natural sweetener stevia has been added to a blend of pure water and ‘Not From Concentrate’ juice, making Charlie’s ‘50% Less Sugar’ fruit flavoured drinks a tasty lower-calorie option,” he explains. Another product aiming to appeal to the more health conscious consumer is Phoenix Good Energy – an organic energy drink containing caffeine from organic green coffee beans and organic guarana for an added kick. “With a pomegranate fruit juice base, this all natural pick me up is a delicious ‘better’ option,” says Emma Punter, brand manager.

Ins t ra p a World Of Consumer confusion... OUR Y N OW S SALE ENT NM O R I ENV Attraction Navigation Presentation

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Better Drinks “The Better Drinks Co is experiencing good growth across its brands, having launched several exciting new products so far this year,” says a spokesperson. The newest kid on the block is Charlie’s Blackcurrant & Apple Juice Drink, which joins the existing Apple and Orange variants in the range. “With a 50/50 blend of ‘Not From Concentrate’ fruit juice and

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Spring Clean What’s new in household cleaners? FMCG visited an aisle that is bound to get busy at this time of the year. Did you know that more than just for cooking, DYC Vinegar is also an environmentally-friendly cleaning product? DYC White Vinegar consists of a mild acetic acid and water, it has no added chemicals and is safe to use in and around family and pet environments. A known anti-bacterial, vinegar is an effective cleaning agent that can be used in kitchen, bathroom, laundry, living and sleeping areas. The acetic acid also allows it to work as a solvent for mineral deposits on household surfaces, metal surfaces and smoke residues from glass surfaces. DYC is running a ‘Spring Promotion’ to inform New Zealanders of how they can use DYC Vinegar as a cleaning product in and around the home. From 26

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September, the DYC White Vinegar range will have promotional neck tags, detailing how consumers can receive their free DYC Cleaning Kits. By simply sending their name, address, phone number and proof of purchase receipt to the address on the neck tag, they will receive the DYC Cleaning Kit, containing a DYC branded reusable spray bottle and microfibre cleaning cloth along with an instruction booklet. Tips on using DYC Vinegar for around the home can be found on the DYC website, www.dycvinegar.co.nz.

Earthwise Earthwise products are made and manufactured in New Zealand. “All our products are phosphate, nitrate, chlorine and ammonia free,” explains Rachel Beattie, marketing manager.

The Earthwise Home range includes: Laundry – laundry powders and liquids, fabric stain remover, oxygenated whitener, fabric softener and wool & delicates wash. Dish – dish wash liquid, dishwasher powder, tablets & rinse aid. Cleaning – multi surface cleaning spray, window & glass cleaner, multi purpose cleaning concentrate, floor cleaner, shower cleaner, toilet cleaner and disinfectant concentrate. Beattie says: “In the last six months we have launched: Earthwise Multipurpose wipes; Earthwise Bathroom Wipes; Earthwise Multipurpose Wipes Refill and Earthwise Bathroom Wipes Refill. “Earthwise is experiencing above category growth across all segments of Environmental Cleaners 66.4% YA (MAT 07/07/13) vs category growth of 15.2%. Earthwise


THE BREAKDOWN Current MAT to August 11, 2013 Total Household Cleaners: $64.075m Value % Chg vs YA 2.1 T. Household All Purpose Cleaners: $25.823m Value % Chg vs YA 1.0 T. Household Scouring Agents: $5.722m Value % Chg vs YA -0.6 T. Liquid Bleaches: $5.174m Value % Chg vs YA 4.6 T. Carpet Cleaners: $4.354m Value % Chg vs YA -1.2 T. Disinfectant: $3.887m Value % Chg vs YA 1.5 T. Window Cleaners: $3.499m Value % Chg vs YA 10.9 T. Household Cleaning Wipes: $2.775m Value % Chg vs YA 12.8 T. Furniture Polish: $2.746m Value % Chg vs YA -3.0 T. Mould Treatments: $2.706m Value % Chg vs YA -0.2 T. Carpet Deodorisers: $2.632m Value % Chg vs YA 8.9 Total Toilet Cleaners: $23.932m Value % Chg vs YA -0.6 T. Manual Toilet Cleaners: $11.171m Value % Chg vs YA 4.6 T. In The Bowl Toilet Cleaners: $10.125m Value % Chg vs YA -6.2 T. In The Cistern Toilet Cleaners: $2.635m Value % Chg vs YA 1.5 *Nielsen New Zealand ScanTrack (Databank)

Group contributed 110.6% of environmental cleaners growth in the MAT To 04/08/13. Retailers are now seeing that Earthwise is leading the way with innovation and above category growth and consequently we are now being seen as a serious player and a core part of the ranging mix. “In the Cleaning & Bathroom segment, Earthwise has experienced 47.9% growth MAT YA driving the segment growth of 7.4%. Earthwise holds a 46.1% share in the Cleaning & Bathroom segment (MAT

07/07/13). “In the Dish segment, Earthwise has seen growth of 98.2% MAT YA vs category growth of 18.3%. This has been primarily achieved through increased ranging as retailers see the growth opportunities Earthwise offers and as consumers become aware of the brand and move across from laundry into other segments.” Earthwise is planning to launch Dishwasher Tablets and Dishwasher Powder in the next few months. Beattie comments: “Earthwise

Spring Clean with DYC. More than just for cooking. For handy hints and recipe ideas, visit the DYC website: www.dycvinegar.co.nz


c a t e g o r y check

is excited to be relaunching dishwasher tablets and dishwasher powder in 2013 with an all new formulation. The new formulation will include active enzymes that are more effective, with over 50% more cleaning power than our previous products for the dishwasher. “The world is becoming increasingly aware of the environment and the impact that we are having on our planet. People have become more environmentally conscious and in doing so they are seeking out and using products that are friendly to the environment. There is a general perception that to be ‘green’ is expensive, but Earthwise have developed a model that makes being ‘green’ more affordable to the every day shopper. Making a positive contribution to the environment no longer needs to be an expensive exercise. Customers who do purchase environmentally friendly products want to know they are purchasing authentic products from a credible brand. They want to be sure that

what they are buying is not a ‘green wash’, essentially a product that says it’s green when it is not. Tom Robinson, the founder of Earthwise first started making plant based products in 1964, so we have a wealth of experience and knowledge in this industry,” she says.

Ecostore “New Zealand based ecostore is celebrating 20 years of helping Kiwis to keep their homes clean and healthy, while reducing their exposure to potentially harmful chemicals,” says Allie Downes, product manager. She explains: “In 1993 in Northland the Rands family began the ecostore journey, creating a comprehensive range of plant and mineral based cleaning products for the laundry, kitchen and bathroom that are healthier and safer for people and the planet.” Now ecostore offers nearly 60 products across three continents. In New Zealand their highly effective range is available in supermarkets and health stores nationwide and is continuing to

grow, as customers increasingly look for safer products which are better for their families and for the environment. For many spring signals a time for extra cleaning around the home. Downes says: “The problem is that cleaning product manufacturers are not currently required to disclose known toxins such as ammonia, benzalkonium chloride and sodium hypochlorite which are used in homes daily. Chemicals like these can lead to respiratory and skin problems and are particularly a concern for children who are more vulnerable. “Ecostore fully disclose all ingredients in their products and offer customers healthier alternatives, which are now used in homes throughout New Zealand, Australia, America and Asia. ecostore household cleaners are demonstrating strong demand for healthier options with growth of 17.2%, outperforming total category growth,” she says. Source: Aztec , TKA, Dollar Growth %YA to 21.07.13

Ecoman – the book The captivating story of Ecoman will be available in supermarkets and health stores nationwide from September.The Ecoman book by Malcolm Rands tells the inspiring journey of how an organic gardener and social entrepreneur took the business of green global. To enter the draw for a free copy of this book send your postal details to editor@fmcg.co.nz with Ecoman in the subject line. Entries close September 30, 2013. Winners will be notified by mail.

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what’s hot ETA � blast from the past! They were hits in the 70s, 80s & 90s and now they are back to give Kiwis a blast from the past! Eta MUNCHOs, Monster Munch, Cheeseballs and Chruncheese – popular brands from an age where leisure suits, roller skates and mix tapes were all the rage – are about to make a comeback on supermarket shelves. The return of these iconic chip brands will give Kiwis who remember them the chance to reconnect with their past and those who don’t, the opportunity to try some popular snack foods of old.

ALEXANDRA’S DUKKAH Alexandra’s Dukkah is a delicious blend of premium chopped nuts, roasted sesame seed and freshly ground spices. Use as a dip with bread and ne olive oil, or in cooking with meat, sh, vegetables and soups. Available in Traditional, Aromatic or spicy Piquant avours Alexandra Fine Foods Phone (09) 570 4739 Email enquiries@alexandras.co.nz www.alexandras.co.nz

Available in large pack and multipack sizes. Check it out at: www.facebook.com/ETA

NEW FROM MAGNUM Introducing Magnum’s two new chocolate creations; Magnum Honeycomb Crunch & Magnum Chocolate Truffle. Whether you prefer a smooth chocolate nish, or something with more crunch, Magnum’s new chocolate creations deliver the ultimate ice cream indulgence.

MAKE A SPLASH THIS SUMMER WITH SURF LIFE SAVING SUNSCREEN Show your support for this worthy charity by ranging the Surf Life Saving SPF50+ Sunscreen, who will receive $1 from the sale of every item. Formulated to the current Australian Standards, this sunscreen offers very high UVA/UVB protection, plus its moisturising formulation is fragrance free, paraben free, rubs in easily, is non-greasy and won’t leave white streaks.

The Magnum brand is the number one performer in total Multipacks* and is driving category awareness and penetration through breakthrough NPD and exciting avour proles. *Qtr to 04/08/13 Total Key Accounts: Dollars (000’s), Aztec.

Contact your Unilever representative for more information

Look out for the NEW 250ml Spray and 1L pump bottle. So please be sun aware this summer and support your Surf Life Savers. Contact your BDM Grange Representative for more details. 0800 804 711.

SEPTEMBER 2013 FMCG

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g ro ce r y business JV to help grow Auckland’s F&B sector A new joint venture with the Government to fund and operate New Zealand Food Innovation Auckland, trading as The FoodBowl – Te Ipu Kai, is a significant boost for Auckland’s $3 billion-a-year food and beverage sector. The state-of-the-art facility in Mangere has been an Auckland Tourism, Events and Economic Development (ATEED) subsidiary since it opened in 2011, and been funded by the Government and by ATEED on behalf of Auckland Council. The FoodBowl’s processing plant and supporting business development services are used by many of the most innovative food and beverage companies from Auckland and around the country – including established businesses and start-ups. ATEED Chairman David McConnell says the joint venture with Crown agent Callaghan Innovation is an important strategic and economic growth decision. “The joint ownership and funding model secures The FoodBowl’s long-term future. It provides the support required for The FoodBowl to identify and capitalise on future opportunities. Auckland’s economy – and therefore New Zealand’s economy – will be the clear winners from this deal,” says David McConnell. He says the joint venture is a great fit for ATEED’s two-part vision for food and beverage – for Auckland to be recognised

internationally as the food and beverage innovation hub of the Asia-Pacific region, and for the sector’s annual exports to more than double to $6.37 billion by 2025. “ATEED supports the ambitious export and GDP growth targets in Auckland’s Economic Development Strategy, and The FoodBowl is integral to our plans to meet those targets,” says David McConnell. In the deal, ATEED will continue to own and fund a third of The FoodBowl, and Callaghan Innovation will own and fund two thirds. The initial funding level of $3 million a year runs until June 2016. “The FoodBowl is a brilliant facility and one of Auckland’s innovation gems. ATEED can see significant potential for The FoodBowl from the addition of Callaghan Innovation’s skills, resources and business networks,” says McConnell. Food and beverage companies employ more than 40,000 people in Auckland, and the region is home to two thirds of the top 50 New Zealand companies in the sector. They include multi-national giants such as Nestlé, Asahi and Heinz. ●

New look retail qualification for bakeries We know that having a capable team of retail staff leads to improved performance and increased sales. That’s why Competenz, the Industry Training Organisation for Baking,

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is launching the National Certificate in Retail (Level 2), Customer Service this September. Designed in collaboration with the industry partners of Competenz, this programme is tailored to meet the specific needs of the food service industry and focuses on customer service, food safety and health & safety. The qualification ensures staff are skilled in areas from personal presentation and assisting customers, through to product knowledge and legislative knowledge. Taking 7-9 months to complete, learners can work through the training materials at their own pace and when they finish they will receive an NZQA National Certificate. Want to know more? Just contact Competenz Baking Industry Specialist, Peter Rood, on 027 554 2356, or email p.rood@competenz.org.nz. ●


grocery busine ss Wellington’s checkout operators one step closer to Checker of the Year Wellington’s Foodstuffs checkout operators tested their skills against each other at the Checker of the Year competition at the St James Theatre with the hope of taking out the lower North Island title of ‘Customer Service Superstar’. The top three checkers were Sila Sanele from PAKn’SAVE Kilbirnie, Sonita Azizi from Island Bay New World and Celine Dolden from Karori New World. Judges recognised their ability to scan quickly and efficiently, while also staying friendly and composed. A total of 80 New World and PAKn’SAVE checkers were judged by a team of eight senior Foodstuffs staff on their speed, presentation, customer service and accuracy as they scanned 30 items as fast as possible. “The checker of the year competition has been going since the 1970s as a fun way to recognise and reward staff for great customer service,” said event organiser Kristie McGregor. “The stores really embrace the competitions as team events, and it’s fun to see a bit of spirited competition between them. It’s always a fabulous night for the supporters as everyone dresses up, and tough competition for the checkers.” There are three other competitions held in Manawatu, Taranaki and Hawke’s Bay. The 10 finalists at each of the lower North Island competitions receive $50 Foodstuffs gift cards,

(L to R) Sonita Azizi from Island Bay New World, Sila Sanele from PAKn’SAVE Kilbirnie and Celine Dolden from Karori New World.

while the top three finalists at each event receive a $200 travel voucher and go on to compete for the grand title of 2013 Customer Service Superstar at Foodstuffs’ Training Awards in November. “Checkout operators are their stores’ ambassadors, and their skills and customer service excellence adds the finishing touch to what we hope is a rewarding shopping experience for all Foodstuffs’ customers,” said McGregor. ●

Progressive appoints new GM Merchandise Steve Donohue has been appointed to the role of general manager Merchandise for Progressive Enterprises in New Zealand. Donohue is currently the general manager Buying for the Woolworths Liquor Group, a role he has held for the past two years. He has been with Woolworths for nearly 20 years, commencing his career “on the shop floor” at Dan Murphy’s. During this time, he has held many roles within buying and marketing, including marketing manager Liquor, brand manager and business manager Produce for Woolworths supermarkets. In his new role, Donohue will have responsibility for the New Zealand Merchandise team and also joins the company’s Senior Leadership Team. ●

FMCG sales training now available online! • NZQA National Certificate in Sales training available online • Highly interactive training solution specific to the FMCG industry Find out more Call Shelley Cassin on 027 556 3122 or email s.cassin@competenz.org.nz

SEPTEMBER 2013 FMCG

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g ro ce r y business Woolworths acquires Ezibuy Woolworths, parent company of New Zealand’s Progressive Enterprises, has announced that it will acquire EziBuy Holdings from founding shareholders Peter and Gerard Gillespie and Catalyst Investment Managers. Progressive Enterprises currently employs more than 18,500 New Zealanders and together with Woolworths is proud to welcome an additional 500 EziBuy employees to the Group. EziBuy is a leading direct-to-customer retailer of apparel and homewares in both New Zealand and Australia, operating primarily via an online platform, catalogues and contact centres. Currently 68% of EziBuy’s sales are to the Australian market. Woolworths is keen to invest in the next phase of EziBuy’s growth and also believes the combination of the two companies will boost its own multi-option capabilities. Penny Winn, director of Group Retail Services for Woolworths, said: “EziBuy is a world class retailer that understands the importance of customer experience, convenience and service in direct-to-customer channels. “With a history of profitable growth and more than NZ$200 million in sales over the past financial year and 550,000 loyal customers across Australia and New Zealand, the business has been an enormous success in its own right. “We are very impressed with the calibre of the EziBuy business and we believe we can learn a lot from each other. The combination of our retail network, EziBuy’s direct selling expertise and our respective loyal customer bases will provide a

Simon West, chief executive of EziBuy and Penny Winn, director of Group Retail Services of Woolworths.

unique competitive advantage. “Woolworths is also seeking to learn from EziBuy’s directto-customer logistics at Palmerston North and apply these learnings more broadly across its business.” EziBuy chief executive, Simon West, said: “We’re delighted to have the backing of Woolworths as we embark on the next phase of our growth. This business has come from humble beginnings to become a market leader in both Australia and New Zealand by providing convenience, quality and affordability. Further investment in mobile, customer insights and distribution will be priorities for us now as we move forward.” The acquisition is valued at NZ$350 million and is subject to OIO approval. ●

Supreme Award for Greenshell NZ Greenshell New Zealand proved just how strong its mussel business is at the American Chamber of Commerce DHL Express Success & Innovation Awards held in Auckland. The family-owned business was recognised and rewarded for exports of its innovative products under the awardwinning Ikana brand, scooping up two prestigious awards. Presented by Prime Minister John Key, Greenshell New Zealand won both The Exporter of the Year to the USA Award from the $500,000 to $5 million category and The Supreme Award 2013. Peter Vitasovich, managing director of Greenshell NZ, said: “We’re absolutely delighted to have received these awards as we’ve all worked extremely hard.” “We’re proud of the progress we are making in transforming from a mussel farming operation to a branded food company. “We now have an innovative product range marketed under the Ikana brand; this is core to our export strategy and it’s very rewarding to see our efforts being recognised.

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(L to R) Tim Baxter of DHL Express, PM John Key, Peter Vitasovich, Richard Bartley and Mark Ventress of Greenshell NZ.

“We’d like to thank the team at New Zealand Trade and Enterprise for all their support in developing our business as well as a special thanks to our staff for all of their hard work. “It was great to see two businesses from the aquaculture sector making the final (Greenshell New Zealand and Mt Cook Alpine Salmon). To win two awards against such an impressive line up of New Zealand companies was a huge achievement for our industry,” he said. ●


grocery busine ss Loscam celebrates second anniversary in NZ Asia Pacific’s leading pallet rental company is celebrating its second anniversary in New Zealand. Nick Trask, business manager for Loscam New Zealand, said: “This is a significant milestone for our company. After several years of careful planning, our entry in 2011 has been flawless and over the past two years we have seen our customer base grow to include some of New Zealand’s best known brands, taking advantage of our 17 conveniently located depots around New Zealand”. “Breaking a monopoly is never easy and we have had our fair share of challenges. From counterfeit pallets to ambit legal claims. . . we have taken it all in our stride and can proudly declare Loscam really is delivering choice for pallet renters in New Zealand.” New Zealand was the first new market entered by China Merchants Group who purchased Loscam in 2010. With over $60bn in assets and a number of other investments in New Zealand, China Merchants is in it for the long haul. “China Merchants Group has really brought very deep pockets to our overseas expansion plans. As one of the world’s largest investors and operators of ports and other large infrastructure assets, they are comfortable with the time taken to generate returns from new ventures. In fact, we are looking at making further investments in New Zealand in the plastics returnable

sector as well as bulk containers to help our manufacturing customers,” said David Edwards, China Merchants Loscam’s Hong Kong based head of Business Development. “New Zealand is not only crucial for China Merchants’ portfolio of investments, but is also a critical market as a future food source for the growing Chinese market. We are uniquely positioned to assist our customers take advantage of the vast China market.” “Loscam was established in Australia in 1942 and now operates in 10 countries, with a leadership position in Asia. This leadership is underpinned by a dedicated team of employees continuously striving to delight our customers through systems and processes that ensure ultimate control of our equipment pools.” Loscam is a fast growing provider of Returnable Package Handling solutions for use in New Zealand, Australian and Asian supply chains. ●

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Andrew McKenzie accepts the award for PAK’nSAVE from Sheron White of Readers’ Digest.

rson, most trusted pe New Zealand’s ard. aw s , accepts hi Sir John Kirwan

Wattie’s GM Mar keting Tim Skel lern and produc for frozen vege t manager tables and pota toes, Catherine couple of their “N Allan with a Z grown” favour ites.

Celebrating trusted brands

Tamara Rubanowski met John Kirwan and a few other familiar faces at the 2013 Readers’ Digest Most Trusted Brand Awards. PAK’nSAVE is our most trusted supermarket, Healtheries came out tops for vitamins and supplements and Whittaker’s won the title of New Zealand’s Most Trusted Brand again this year, while also taking out first place in the Confectionery and New Zealand Icons sections. “This is a huge honour and a great endorsement of our company values. Winning awards is not what drives our business, but when we do it’s great encouragement that our unwavering passion for chocolate over the last 117 years is recognised,” says Holly Whittaker, brand manager for Whittaker’s. The twelfth annual Trust Survey top ten brands welcomed a few newcomers this year, with Panadol taking third place, Kenwood in fifth place, and Sony in eighth position. New categories were also included in this year’s survey including: 34

FMCG SEPTEMBER 2013

Homebuilders (Lockwood), Real Estate Agencies (Harcourts) and Supermarket/Home-brands (Pams). We trust John Kirwan, Toyota topped the car category again and apparently we feel confident using Sony electronics.We reach for Dettol for the cleanest kitchen and we prefer to feed our pets Whiskas, according to a survey* by Catalyst, which analysed a national representative sample of New Zealanders.

Wattie’s on the podium again When it comes to New Zealand’s most trusted food brands, Wattie’s is never far from the podium. According to this year’s Readers’ Digest Most Trusted Brand Survey Wattie’s continues to be recognised among New Zealand’s Most Trusted Icons (highly commended) and Wattie’s Frozen Foods is the Most

Trusted Brand in its category for the second year running. Wattie’s general manager Marketing, Tim Skellern, says that in a segment as critically important as food, it is an honour to have the trust and confidence of New Zealanders. “We are very conscious that from the time of its founding in Hawke’s Bay, the Wattie’s brand has had a special place in our country’s food industry and it is something that we never take for granted. “The recognition again this year of our frozen foods as the most trusted in the category is very gratifying because of the the range of products – including vegetables, meals, potatoes and desserts - as well as their everyday importance to families. “According to the Readers’ Digest Survey, Wattie’s Frozen Foods are most valued because of their quality, affordability and convenience.


feat u re

Foodstuffs’ Tony Richards accepts the award for Pam’s from She ron White of Readers’ Digest.

OVERALL MOST TRUSTED BRANDS 2013 1. Whittaker’s 2. Toyota 3. Panadol 4. Dettol 5. Kenwood 6. Russell Hobbs 7. Tip Top Ice Cream 8. Sony 9. Weet-Bix 10. Colgate “With very few exceptions our frozen foods are prepared in Hastings and Christchurch. By its very nature the freezing process seals in the nutritional goodness of the ingredients.” Skellern says that as a New Zealand brand,Wattie’s continues to produce the widest range of grocery foods available to local consumers from Wattie’s Baked Beans and Spaghetti through to beetroot and SteamFresh vegetables. “In the spirit of Sir James Wattie, our team continues to meet the requirements of our consumers in a fast-changing market for nutritionally sound, high quality foods and ingredients. “We welcome the 2013 Readers’ Digest Most Trusted Brand Awards for the part they play in showing the way that Kiwis are endorsing the value of the Wattie’s brand and products it represents.”

MOST TRUSTED BRANDS CATEGORY WINNERS 2013 Category

Winner Highly Commended

NZ Iconic Brands Banks Biscuits Bread Breakfast Food Cars Cleaning Products Confectionery DIY Power Tools Electronics Energy Providers Fast Food Frozen Food Gardening Equipment General Insurance Heat Pumps Home Builders Home Improvement Stores Life Insurance Pain Relief Paint Pet Food Real Estate Agencies Retailers Small Kitchen Appliances Supermarket/Home Brands Supermarkets Toiletries & Cosmetics Vitamins & Supplements Whitegoods

Whittaker’s Kiwibank Cadbury Vogel’s Sanitarium Toyota Dettol Whittaker’s Stihl Sony Genesis Subway Wattie’s Masport AA Insurance Panasonic Lockwood Mitre 10 AA Life Panadol Resene Whiskas Harcourts Farmers Kenwood Pams Pak’nSave Colgate Healtheries Fisher & Paykel

Tip Top Ice Cream/Watties ASB/ANZ/National Bank of NZ Griffin’s/Huntley & Palmers Molenberg/Tip Top Weet-Bix/Vogel’s Mercedes/Nissan Janola/Jif Cadbury/Nestlé Bosch/Makita/Hitachi Panasonic/Samsung Mercury/Contact Burger Fuel/McDonald’s Tegel/McCain Stihl/Husqvarna ASB/AMI Insurance Samsung/Mitsubishi GJ Gardner/Jennian/Signature Homes Bunnings/Briscoes Sovereign/Tower Nurofen/Voltaren Dulux/Wattyl Purina/Eukanuba/Tux Barfoot & Thompson/Ray White Mitre 10/Briscoes Russell Hobbs/Breville Signature Range/Select New World/Countdown Nivea/Dove Blackmores/Berocca Samsung/Bosch

*An initial scoping survey was conducted to build brand lists for each category, via an open-ended questionnaire. The second stage of the study was conducted in January 2013. After analysis of the scoping results the main survey was deployed to 1,525 New Zealanders who rated brands on a trust scale of 1-10. Population-weighting factors were incorporated to ensure the statistical accuracy of the results. SEPTEMBER 2013 FMCG

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GM FOOD Mark Gavin and Lucy Archer of Hudson Gavin Martin give expert advice on labelling, selling and using GM products. Genetic modification (GM), also known as genetic engineering (GE), is, and will most likely remain, a topic that stirs public controversy. While competing views are mostly based around its desirability and safety as a concept, there is also a strong divergence regarding the regulations which stipulate how genetically modified foods are to be labelled to address consumer concerns. Labelling is after all the most important advertising tool for food producers, as well as the only source of product information for consumers at point of sale. Whether you are ‘pro’ or ‘anti’

It would be misleading under the Act to label a cheese from milk from a cow fed on GM pasture as “GM free”.

There are several important exclusions from this definition, including highly refined foods, additives and processing aids that do not carry forward novel DNA and/ or novel protein to the final food, flavourings at no more than 1g/kg in the final food, and the unintentional presence of a GM food not more than 10g/kg per ingredient. The initial objective for developing GM organisms was to improve crop protection, for example tolerance towards herbicides. Looking forward, GM organisms are likely to include plants with improved disease or drought resistance as well as animals producing pharmaceutically important proteins such as vaccines. Without going into detail, the main criticisms against GM food can be broadly categorised into environmental hazards, such as susceptibility of non-target organisms and human health risks, such as potential allergic reactions.

Preliminary checks for manufacturers/ genetic modification, the law is the importers of GM food law. In this article, we will look at the various permissions and conditions for the sale and use of GM food, as well as the requirements for their proper labelling (for ease of reference, see the glossary).

What is GM food? The Australia New Zealand Food Standards Code (Food Code) defines genetically modified food as “food that is, or contains as an ingredient, including a processing aid, a food produced using gene technology which – a) contains novel DNA and/or novel protein; or b) has altered characteristics…” 36

FMCG SEPTEMBER 2013

Before producers or importers can sell or use GM foods, it must be determined safe to eat by Food Standards Australia New Zealand (FSANZ) – a requirement of Standard 1.5.2 of the Food Code. This mandatory pre-market approval process involves FSANZ assessing the GM food with similar, commonly eaten conventional food from a molecular, toxicological, nutritional and compositional point of view. If the genetic modification causes an unexpected effect in the food, such as increasing its allergenicity, it will not be approved (see foodstandards. govt.nz for more information on the

application and assessment process). There are currently eight commodities, including potato and corn, in respect of which GM foods have been produced.

Labelling requirements for GM foods Standard 1.5.2 of the Food Code requires that where a GM food or ingredient is present, the words “genetically modified” be used in conjunction with the name of the food or specific ingredient within the ingredients list of packaged foods. Referring to the definition of genetically modified foods, it follows that where GM food was involved in the production process, but never became part of the final food, for example the use of GM soy feed or GM vaccines for chickens, there is no requirement (under the Food Code) to label a food as “genetically modified”. Where there is no GM food or ingredient present in a food, no labelling is required under the


le gal Food Code. Nonetheless, express claims such as “GM free” should be used carefully; not least because the commercial appeal of such claims are likely to be interpreted by some consumers as suggesting that these foods are healthier or more natural than competing products. Accordingly, the general prohibition under the Fair Trading Act 1986 (Act) against misleading or deceptive conduct and false representations are of particular importance here. The Commerce Commission’s (Commission) view on “free” claims is clear: “free” means complete absence and there is no room for ambiguity. Not even .0001% GM DNA and/ or novel protein is to be present if a “GM free” claim is used. Therefore, despite the Food Code’s allowance of unintentional presence of a GM food, the Act will be less forgiving. Furthermore, the Commission has stated that “GM free” claims include materials used in the production process. Accordingly, it would be misleading under the Act to label a cheese from milk from a cow fed on GM pasture as “GM free”. Unlike the position adopted in respect of “fat free” and other nutrition content claims, the Commission has suggested that it would not be misleading to label conventional foods that do not have GM counterparts as “GM free”. Suppliers should however be aware that this view is not shared in other countries, including America and Canada. Suppliers making “GM free”

labelling claims should ensure that they are able to provide reliable evidence that genetic modification production processes have not been used and that steps have been taken to segregate GM materials. Such evidence would include a means of verifying the original identity source of a crop or product, as well as product tracing mechanisms. This is particularly an issue for importers of food from countries with commercial GM crops, where the definition of “GM free” may not be as absolute as that in New Zealand. Any accidental contamination from an overseas food labelled “GE free” but which did not meet New Zealand standards would still be in breach of the Act.

Take home message There is an element of “how far do we go” in the labelling of GM foods. However, with no single industry viewpoint, criticism will be received wherever regulators decide to draw the line. In the meantime, New Zealand food businesses should: 1. Keep thorough records of food and ingredient sourcing. 2. Declare GM or keep quiet. 3. Only use “GM Free” claims if they are 100% certain GM is not present in the food or the production process. 4. If there is doubt, use alternative labels such as “Not sourced from GE ingredients” or “Best endeavour to be GE free”.

Glossary Altered characteristics: Any of the matters specified in paragraphs 7(a), (b), (c) or (d) of Standard 1.5.2 Gene technology: Recombinant DNA techniques that alter the heritable genetic material of living cells or organisms. Novel DNA and/or novel protein: DNA or a protein which, as a result of the use of gene technology, is different in chemical sequence or structure from DNA or protein present in counterpart food which has not been produced using gene technology.

Mark Gavin is a partner at law firm Hudson Gavin Martin, which specialises in intellectual property and technology law. Also contributing Lucy Archer. Email: mark.gavin@hgmlegal.com.

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P: 0800 730 750


How to keep feeling the love after the show

After selling your heart out at an exhibition, effective follow-up is critical to gain full value from leads, says Dona White. With all the effort and money companies put into exhibiting – publicity, staff training, stand design, onsite sales, and much more – it’s surprising how many miss the chance to convert leads gathered at the show. Amazingly, more than 80% of exhibitors never follow up prospects at all, according to the Centre for Exhibition Industry Research (CEIR), and 45% of qualified leads are followed up too late. The leads you gather at the show are like gold – but you have to plan to follow up quickly and ensure your plan is followed. That can be hard after the show when everyone is exhausted, so it pays to specify who is going to do the follow-up, what the follow-up will consist of, when it will be done by, and who will make sure it’s done. Let’s break it down into four steps to make it easier.

Step 1: Prioritise and get on the phone. Go through the pile of leads, separate ‘hot’ from ‘warm’, and get your sales staff to call them immediately. Remember: leads are customers waiting to happen. Make your sales people accountable for every lead you have generated at the show and stay on their case about it. At a lower priority but still important are your ‘warm’ leads. Assign staff to call them right away to thank them for visiting your

stand, offer further information and assess their purchasing interest.

Step 2: Keep hard at it for the first month. Research shows that 75% of visitors can recall exhibits they’ve seen up to a month after the show – so the clock is ticking! Within one week of the show you should communicate with all your leads – even if it’s just an email or a ‘thank you’ letter. This makes your company look responsive and professional, and keeps the lines of communication open. Within two weeks of that first call, email, or letter, contact all your prospects personally to check they’ve received your communication, answer their questions and try to set up an appointment or close a sale.

Step 3: Keep mining your leads for the first year. Only one third of potential sales are made within the first three to four weeks post-show – the additional two-thirds of sales can take place up to two years later. So, for at least the first year, you should keep your sales staff following up on leads, enquiries, and requests for information. Meanwhile, it’s definitely worth using every means at your disposal to keep reminding your prospects about who you are and what you do. Post-show advertisements, direct

Dona White is CEO of North Port Events and organiser of The Food Show, Baby Show, Fine Food New Zealand, and Healthy Living Show. North Port Events is the NZ agent for the Fine Food exhibitions in Australia. Go to northportevents.co.nz for more info.

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mail, phone calls and appointments can all be used to transform ‘warm’ prospects into ‘hot’ ones further down the track.

Step 4: Keep track of what happens and learn from it. Establish an effective lead-tracking system with do-able deadlines and include ways to hold staff accountable for the results. As you hit each milestone, set aside time to assess results and compare them with your objectives. Set a date to put together a final audit that gathers all the data in one place and then analyse your results to measure the effectiveness of your involvement with the exhibition. Your analysis should take into account everything, including preshow planning, the location and design of your stand, how well your sales staff performed, the value generated by your publicity and promotions, and the effectiveness of your post-show follow-up. Taking all that into account, you should be able to draw some accurate conclusions about what went right and what could be improved. The big question is: How well did your ROI stack up against the cost of your participation? If you’ve followed all the advice contained in my recent columns, I’m confident you’ll come out so far ahead you’ll already be planning your next exhibition strategy straight away.


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Effective leadership Kevin Vincent explains the hard facts of soft skills management. While current economic conditions continue to challenge organisational leaders and to impact negatively on bottom-line profitability, there are valuable lessons about management styles that can be learned. In today’s turbulent economic times we read so much about downsizing, re-engineering, reorganisation, deployments and the numerous variations of organisational structures that directors and managers turn to in their search to rationalise, stabilise or create a solid foundation for future success and growth. I believe the greatest and most constructive impact will be felt when leaders and managers better recognise the importance of what has become known as soft skills leadership in management. The more turmoil and stress a company faces, the more important the soft skills capability of its leadership and management team becomes. Typical issues that many companies face include: • Motivating colleagues as they face uncertain futures. • Attempting to communicate clearly and provide rationale for organisational change. • Developing and retaining staff at appropriate levels to achieve more with less. • Meeting ever-increasing customer demands. To deal with these transitional issues leaders and managers need to: • Be honest and proactive with their communication. • Listen well and demonstrate empathy and sensitivity with employees.

Be prepared to explain the rationale behind decisions that impact on others (tough love). One of the most significant lessons (of the many) I have learned in my career is the need to continually practise soft skills management. I need to re-read emails before hitting the send button; to think about how others receive or might perceive what I am saying; and I also need to always demonstrate the good values and ethical behaviours I believe in. Soft skills refer to personal qualities, habits and attitudes that are reflected in individual personality, attitude and behaviours. They are mostly the intangible and difficult to measure skills that nevertheless impact significantly on personal professional development and organisational cultures. Soft skills can include the following: • Interpersonal skills – the ability to lead with empathy and vision. • Team working – the ability to be cohesive, unified, cooperative and supportive. No matter what position you hold currently, you are always

leading others through your influence. We influence others with our thoughts and actions even when we are not aware we are doing so. • Negotiation skills – the ability to get to a win-win situation through openness, trust, understanding and mutual respect. • Communication skills – the ability to communicate through clear articulation in both written and verbal forms. Practise the ‘ALC rule’ of ask, listen and clarify. • Time management – the ability to use your time wisely, working effectively, even when under pressure. Other key soft skills are always having a positive attitude, setting high personal values, sticking to your principles, having a strong work ethic being transparent, being honest, acting with integrity and also having the ability to accept and learn from criticism. Soft skills are here to stay and should be accepted as necessary for achieving effective leadership.

Kevin is a director of Vincent Nugent Limited, Business Improvement Consultants. He has more than 30 years’ practical experience in management and been employed at general manager / CEO level for 15 years. Kevin is widely regarded as a specialist in the disciplines of leadership and organisational management, sales and marketing, business and strategic planning. kevin@vincentnugent.co.nz

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FMCG SEPTEMBER 2013


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gs 1

100% PURE?

Do we care about the environment (really)? Dr Peter Stevens wonders. In recent months us Kiwis have taken a bit of a battering around our ‘clean & green’ environmental image. We’ve seen exports contaminated by bugs, exports contaminated by on-farm chemicals (DCD) and by cleaning products. On top of this, we learn that about 60% of our waterways are now not fit to swim in. Kevin Bowler from Tourism New Zealand has been promoting the concept of a new umbrella strapline for NZ business to adopt to market themselves internationally. This is a positive move, promoting what research shows captures our essence (‘Open Spaces, Open Hearts & Open Minds’). Very positive. However, we must also recognise that this is a defensive move by Tourism New Zealand trying to protect the decade-long investment in the strapline ‘100% Pure’. Many of New Zealand’s largest companies do not have strong global brands themselves, and have, in many ways, just leveraged the ‘100% Pure’ strapline by default. This has led to risk to the tourism market, where the actions or slip-ups by NZ businesses damage the NZ tourism brand. Tourism NZ’s visitor intentions data suggests a -7% impact of the recent contamination scare. Apparently this is the (negative) equivalent impact of the (positive) impact of the Hobbit movies. Puts things into perspective. Comparisons are useful here. A slip up by Nokia most likely will not pull the reputation of Finland into the mud. A product recall by Nestlé will not dent the market of folks that want to hear cow bells or ski in the Swiss Alps.

Dr Peter Stevens, CEO, GS1. Email: peter.stevens@gs1nz.org.

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But not so with New Zealand, apparently. Certainly sustainability in Europe is a big focus for businesses. Perhaps it is linked to prominent food safety cares, overpopulation or environmental degradation. Businesses not only see green initiatives defensively (the need to be seen to be doing something), but also proactively (obtaining advantage, either through cost savings, efficiency or market opportunity). GS1 globally has been invited to join the Sustainability Consortium (TSC), the heavy-weight global organisation focussed on sustainability initiatives. The TSC has 90+ global participants employing 57+ million people and whose combined revenues total over US$1.5 Trillion. TSC develops transparent methodologies, tools, and strategies to drive a new generation of products and supply networks that address environmental, social, and economic imperatives in the consumer products space. The Sustainability Consortium advocates for credible, scalable, and transparent processes and systems that allow all market participants (especially consumers) to evaluate and choose products that reflect their values. The latter is where GS1 fits in; a challenge is to get the standardized information into the hands of those that want it; a global language of business, no less. What of New Zealand? The current government has certainly sent mixed messages about the balance of environment vs. economic development. The Parliamentary Commission for the Environment and the Ministry of the Environment are charting out how environmental degradation is relentless, especially around our waterways. Business groups such as the Sustainable Business Council are promoting a sustainable role for NZ business, but I certainly get the impression that their message is not being universally welcomed with open arms from the wider business community. From our viewpoint, the number of businesses that are seemingly interested in such things like The Sustainability Consortium’s work, let alone connected to these initiatives, seems tiny. I’m hoping that this seeming disinterest is not just illustrative of wider issues we have with achieving balance between economic activities and the environment. For our 100% Pure reputation’s benefit, I hope not! Interested to find out more about The Sustainability Consortium? Check it out here: www.sustainabilityconsortium.org.


pro f i le

CHEP innovates

Lift Lock foldable plastic crate first of its kind in New Zealand. CHEP New Zealand, the largest provider of RPC’s in the country, recently launched the Lift Lock foldable plastic crate, a reusable produce crate (RPC) which significantly improves efficiency and value for fresh produce suppliers in New Zealand. CHEP’s global reach enabled it to release the innovative crate design developed by sister company IFCO in Europe – the world’s largest provider of RPC’s. The new Lift Lock crate has a patented, easy open/close lift lock mechanism, which allows effortless folding and assembling, without the use of excessive force. Paul Dennison, CHEP New Zealand’s director, Domestic and Export, said: “Before making the decision to introduce the Lift Lock RPC, CHEP underwent extensive market research and product trials to ensure the best technology was made available to the New Zealand market, in order to provide our customers with the best possible value.” “The Lift Lock crate is the most freight efficient RPC available in the world. It drastically reduces total supply chain costs from grower to retailer and offers freight efficiency gains of up to 80% compared to current RPCs.”

The Lift Lock foldable plastic crate enables fresh produce suppliers in New Zealand to pack and ship produce in an industry standard crate that streamlines the way their products are delivered and presented throughout the retail sector. Available in three sizes, the Lift Lock crate was developed in Europe and trialled extensively, to make sure it was the most efficient produce packaging available in the industry.

longevity – with the new crate constructed from the latest polymer technology. “The state-of-the-art design

“The state-of-the-art design provides maximum airflow, extending shelf life of products, and reduces transport costs. The modular design of the crate allows easy and secure column stacking.” Paul Dennison, CHEP New Zealand’s director, Domestic and Export Director of fresh produce supplier, NZ Hothouse, Simon Watson said: “The scalloped walls of the crate will assist in protecting the quality of our products, and the uniform size of the flat unit will speed up processing of this crate through our plant. We can immediately see a freight saving for our inbound crates and will clearly require less space for storage.” Other benefits include faster cooling times, reduced chiller costs and greater

provides maximum airflow, extending shelf life of products and reduces transport costs. The modular design of the crate allows easy and secure column stacking,” Paul Dennison said. With a 50-year history, CHEP is a leader in pallet and RPC pooling solutions, providing returnable and reusable packaging solutions to customers in over 50 countries. The Lift Lock foldable plastic crate demonstrates CHEP’s innovation and superior technology. For more information contact CHEP Customer Service: ph 0800 652 437 or email nz.customerservice@chep.com SEPTEMBER 2013 FMCG

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Competing

for thebest Recruitment experts explain the latest trends and challenges. How good are you at your job? How many positions have you applied for in the last 12 months? You are great at your job right… and the chances are you have not applied for one job in the last 12 months. You are happy where you are and work for an employer who recognises the talent you bring and are using good retention tools to keep you there. And you are busy too; since the GFC, structures have shrunk and so your job is likely to have expanded in recent years.When would you have time to look at advertised jobs? Bobbi Ryan and Lara Devereux of Convergence Partners find that when you recruit, your brief is often “find another me”. But people like you aren’t looking. An advertised recruitment process wouldn’t find you, so why would it attract someone like you? 44

FMCG SEPTEMBER 2013

Ryan and Devereux say: “Positions between $80k and $200k are widely recognised as the hardest talent pool to find; irrespective of the function. Above and below these levels, a traditional recruitment approach will often work; yet in the engine room of our economy, people are not actively looking for new roles. A different approach is required.” So what are you doing differently? How are you working on your employment branding? Are you keeping pace with market salaries? What is your induction plan like and what does it say to your new employees? How well trained are your line managers in interviewing? What are the compelling reasons someone should join your organisation? Recruitment isn’t a tick box exercise - these are all questions you need to answer to ensure you are prepared to ‘compete for the best’.

Bobbi Ryan


feat u re To support you in finding the best, you need to work with a recruitment provider that moves with market changes. To support you in finding the best, you need to work with a recruitment provider that moves with market changes. Ryan and Devereux say: “80% of the positions we place are filled with people we have approached versus those who have applied to an advertisement. So many recruitment suppliers are talking about the changing market, yet their service remains scarily similar to the past. Additionally, many recruitment suppliers are still talking about their ‘database’ and resorting to cursory search methods only when the initial ad response and database search fail. This results in an overly long recruitment process costing you

money and negatively impacting your employment brand. “Working in true partnership with your recruitment supplier will allow you to hold them accountable. Find out what they are actually doing for you. How many roles are they working on, while recruiting your important vacancy? If there is not a significant portion of their time going into proactive search methods, the chances are you’re missing out on talent! “Are you truly competing for the best? Or the best that is actively looking?” Contact Bobbi Ryan & Lara Devereux at Convergence Partners, www.convergencepartners.co.nz.

Lara Devereux

Experience makes the difference in FMCG recruitment. Lara Devereux joins the FMCG team at Convergence Partners. With over 50 years combined FMCG recruitment experience and enviable market knowledge, we are your FMCG industry experts. Convergence Partners have a proven track record of delivering results for ‘hard to fill’ roles and critical mid to senior level positions. Our ability to tap into talent within the engine room roles of our economy is what our clients value most. For permanent appointments and executive contracting roles, please contact one of our team.

Lara Devereux 09 300 6877 Recruitment Specialisations: Sales, Marketing, Trade Marketing, Category Management

Bobbi Ryan 09 300 6874 Recruitment Specialisations: Supply Chain, Production, Procurement, Technical

Chris Palmer 09 300 6872 Recruitment Specialisations: Accounting, Finance, Project/BA, Commercial

convergencepartners.co.nz Superior People Solutions - the Power of Experience

SEPTEMBER 2013 FMCG

45


(L to R) Tory Button, Richard Smith and Sindy Ward of Robert Walters.

Taking your talent search global When it comes to shopping we are no longer restricted by geographical borders. When we can’t find that perfect item of clothing or tech accessory locally, we intuitively

extend our search globally via the World Wide Web, so why are many employers neglecting to extend their search for the perfect candidate internationally? Richard Smith of Robert Walters says: “As hiring activity begins to lift within the FMCG sector, we are witnessing many of our clients encounter challenges independently sourcing candidates with the desired level of industry experience. Within the sales and marketing space, brand managers, category insights managers and key account managers with exposure to sophisticated consumer campaigns are particularly scarce. It is in situations such as these that organisations can achieve real value

from engaging a global recruitment consultancy to extend their search beyond the usual parameters.” With a global reach of 53 offices across 24 countries, Robert Walters’ prides itself on being able to provide clients with a unique offering of access to a global database of candidates, including over 3000 Kiwis based overseas, many with plans to return home in the next 12 months. Smith explains: “A large percentage of expatriates we see returning to New Zealand are experienced graduates who have based themselves in the United Kingdom to gain international exposure. With a London-based consultant who is dedicated in helping not only expatriates but migrants secure employment in New Zealand, over a third of the candidates Robert Walters placed in the first quarter of 2013 came from our UK talent pool. This is great news for FMCG organisations looking to hire professionals with exposure to large scale, cutting edge campaigns and strategies, experience which is often difficult to find when narrowing the resource pool to local candidates only.” With extensive recruitment experience within the FMCG sector, Richard Smith heads Robert Walters’ Auckland Sales, Marketing & Communications division.To discuss how Robert Walters can assist you with your recruitment needs please contact richard.smith@robertwalters.co.nz


syn e rg y

Key Account Management Kevin O’Shannessy of Synergy Consumer shares his expert insights. Here are some insights from various industry leaders on how Key Account Managers (KAM) can make a real difference to not only the success of the organisation that they represent, but also the retailer that they work with. It’s no secret that sometimes a KAM role within the grocery trade is a healthy challenge. I know, I’ve been in the role and had the exposure to some of the not-sopleasant meetings and tasks that these roles are famous for. Be encouraged that our industry is evolving and therefore the classic KAM role is evolving too. As we are all aware, New Zealand leads the world in some great and not so great things. Having more products sold on promotion than any other country is possibly not so cool. I believe this is a symptom of an industry accepting the focus on price and promotion most of the time is what our KAM’s need to do. However, this world leading statistic needs to change and KAM’s can play a key part.

Walk the walk Build authentic relationships and do what you say you’ll do.Yes, back to basics - but don’t underestimate how much you’d stand out if you

practiced this rule consistently. You’d probably be surprised how much this approach would improve your business results too. Spend time with an expert to train you in areas outside of just pricing and a promotional calendar. If that expert is your leader, great. If you feel that you could benefit from extra training, ask the question. A sales leader in the FMCG industry who has had some FMCG exposure in Australia, UK or the US could really accelerate your development. Become more commercially astute. Treat the store relationships and the link between them and the retailer head office as just as important as each other. Success comes when your great head office ideas are executed well within the store. Yes, that’s incredibly important with the independents, but how often are Countdown stores the gap that takes a KAM from good to great. The culture of fear is probably not spoken about much. KAM’s stick to the highly administrative demands of promotions and deals as they don’t want to rock the price and promotion boat! Make time to think about how they can genuinely help grow a category. Put aside time specifically with the retailer not to talk about price. You’ll be surprised

Kevin O’Shannessy, Partner at Synergy Consumer.

how responsive the retailer will be and the variety will make your role far more interesting. There is a limit to the words I can write in this article... if you’ve got to this point, take this message away: As a KAM take responsibility for your development. There has never been a better time to challenge the status quo and be a pioneer.

Your Trusted FMCG Recruitment Partner

Hamish Marr

Kevin O’Shannessey

Sara Clarke

P: 09 376 0842 | A: 272A Richmond Road, Grey Lynn, PO Box 47-352, Auckland 1144

www.synergyconsumer.co.nz SEPTEMBER 2013 FMCG

47


Discount, online and convenience is key Death of supermarkets overstated, but change is certainly coming, finds Trina Snow, executive director, NARGON. “The era of the big supermarket is coming to an end,” boldly claimed Charles Wilson recently. As the chief executive of Booker, a large British food wholesaler, Wilson is a keen observer of and participant in the highly competitive retail grocery market in the United Kingdom. He argued that “after 60 years of supermarket and hypermarket expansion, the growth has now switched to discount, convenience and online.” He has a point. Over the next five years supermarket sales are forecast to grow by 8%. Conversely, the projected 48

FMCG SEPTEMBER 2013

growth for convenience store sales (29%), online grocery shopping (98%) and discount shop sales (65%) will be significantly higher. However, that does not mean that supermarkets are dead or even dying. If the predicted growth figures are achieved, and there is no guarantee of that, British supermarkets will still have total sales almost twice as large as the other three retail sectors combined. It is more accurate to say that convenience stores and other retail outlets will likely close the gap on supermarkets. However, supermarkets also know this and

will respond by changing, often dramatically, in an attempt to keep their customers and attract new ones. A powerful example hit the news recently. Britain’s largest food retailer, the Tesco supermarket chain, surprised virtually everyone when their CEO Philip Clarke said in an interview that the days of cheap food were over. He argued that “over the long run I think food prices and the proportion of income spent on food may well be going up.” He cited a number of causes, including consumer concern for environmental and ethical standards.


This was a significant comment as British supermarkets have long courted controversy for their staunch support of cheap food prices. It has been one of the drivers of their entire business model. That ability to adapt and change is why Jeff Weidauer from The Shelf Edge said “I don’t believe the death of the supermarket is upon us.” Talking about competition from on-line sources, he argued “there is more to shopping and eating than pointing and clicking. Supermarkets will survive, at least some of them, but the survivors will be those that are willing to take risks and bet on the future. They will be those that focus on the benefits of shopping locally, being able to touch, smell and taste the food, and getting real advice from real people who love food.” Weidauer believes there are lessons for all businesses in what has happened in the last 50 years. He argues that businesses run into trouble when they focus on “protecting their turf, all the while watching that turf disappear. Growth is measured in single digits, if at all.” The best way to combat the challenges facing a generally riskaverse industry like retail grocery is “not to circle the wagons, but to go on the offensive and introduce new

ideas that upend the status quo.” Writing in the Guardian, Geoffrey Randall argued against the suggestion that small local shops were being “driven out by the supermarkets”. “Supermarkets have grown,” he said, “because they supply what customers want.” Randall contends “the reason many small shops have gone out of business is that they weren’t very good. Those that are well run and offer something consistently satisfying to customers – quality, service, friendliness, whatever – continue to thrive.” However, even in 2011 he noted a move back towards smaller shops and farmers markets as consumer preferences evolved. Randall is effectively warning that convenience stores cannot assume they will grow as customers increasingly shop away from the supermarket. Stores will be up against supermarkets who are changing rapidly and on-line retailers who can develop new services even faster. Internet giant Amazon has entered the game with their Prime Fresh service. Customers in Los Angeles can get same-day or next-day delivery of 500,000

products, including fresh food and perishables. Customers are changing too. They are much more likely to ask where food is from or where it was made. Many are taking more notice of nutritional information. When times are tough they will often shop around, looking for cheap prices, but are also prepared to treat themselves with little luxuries. A number of traditional assumptions about what consumers want are in danger of becoming out of date. Stores in our sector should not be complacent or static. The likely slowdown in supermarket growth and corresponding growth of other retail streams is an opportunity but also a challenge. The convenience and small retail sector will not prosper by continuing with business as usual. It is time for stores to survey their own operations, how their competition is responding and what their customers really want. Remember, change in a business may be hard – but it is almost always better than the alternative.

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49


the business of liquor reselling

Superb vintage A Marlborough-based winery known for producing the best Sauvignon Blanc in the world has been acknowledged in this year’s New Zealand International Business Awards. Yealands Estate Wines produces award-winning wines in harmony with the environment and has celebrated many achievements in only five years since its inception. We caught up with Sean Jowers, national trading manager at Yealands Estate Wines, to find out more about some of the highlights. He says: “We are very excited to be a finalist in the 2013 NZ International Business Awards. This is the first time in four years that a winery has made it to the finalist stage . . . there were 160 entries across 68 companies, of which only 29 finalists were selected. So fingers crossed for the awards ceremony on September 26!

“It has certainly been an exciting five years for Yealands. We just celebrated our fifth birthday on ‘08.08.08’, so it’s hard to believe what we’ve achieved in such a short period, in a very competitive and tough global marketplace. The key highlights for me have been the various sustainability initiatives and innovations Peter Yealands has pioneered in recent years; absolutely mind-blowing stuff. Plus, we have won some terrific awards for our wines over the past few vintages, including ‘Best Sauvignon Blanc in the World’ at the prestigious International Wine Challenge in 2012.


Q&A

Yealands Estate winery in the Awatere Valley, Marlborough.

Yealands’ top selling wine in NZ supermarkets this year is . . . ? “Our Peter Yealands Sauvignon Blanc 2012 has experienced enormous growth in NZ supermarkets over the past few years. It’s ranked the fourth biggest selling Sauvignon Blanc in the $12-$15 segment across Total Key Accounts for the MAT to 30 June 2013, and it’s growing at 59%. It’s been boosted by a trophy at the Romeo Bragato Wine Awards in 2012 and it also won six gold medals at various New Zealand and international wine competitions in the past year. Our Peter Yealands Pinot Gris 2012 is also hugely popular and is ranked the fourth biggest selling $12-$15 Pinot Gris in all NZ supermarkets. It grew at over 40% in the year to 30 June 2013. It was also awarded a gold medal and top 100 status in the past year at the Sydney International Top 100 in 2013.”

How would you describe your vintage this year? “The 2013 vintage has been superb. The growing season was long and hot in Marlborough, and the Awatere Valley in particular, and we saw some stunning fruit come through the winery over vintage. We are very excited about the quality of our 2013 wines and our winemaker, Tamra Washington, is absolutely thrilled with the ripeness, purity and intense flavours showing in the early releases. Our first 2013 wines are hitting the shelves about now, so make sure you try them.”

What can NZ retailers and supermarkets look forward to? “As well as seeing some outstanding 2013 wines in-store soon, New Zealand retailers and supermarkets can look forward to a busy Christmas season with some interesting changes SEPTEMBER 2013 FMCG

51


Q&A “The key highlights for me have been the various sustainability initiatives and innovations Peter Yealands has pioneered in recent years; absolutely mind-blowing stuff.” Sean Jowers, National Trading manager, Yealands Estate Wines. occurring in the coming months. The Sale of Liquor Amendment Act comes into force in December and there are some challenging things for retailers and suppliers to contend with. However, the industry is resilient and innovative, so I expect there will be some interesting new initiatives arising out of the new legislation. Regarding Yealands, we have just introduced our new look Peter Yealands label in new 6-packs into the domestic market. The new label design is fresh, contemporary and eye-catching and will stand out on grocery shelves this summer. Moving our cartons to 6-packs is a much safer option to prevent injury from lifting and reduce breakages instore. It will also assist our customers to promote and upsell consumers into full carton sales, and increase basket size and overall value growth. We recently launched our most popular Peter Yealands wines in a new environmentally friendly EcoPET bottle, which has been a hit with consumers. Available now in most supermarkets, we still produce our wines in glass, but PET is another, more sustainable packaging option. It’s extremely lightweight (89% lighter than glass) and 100% recyclable. The Eco-PET bottle is virtually unbreakable and shatterproof, so it’s also very handy for the outdoors, camping, trekking, and taking away to the beach over summer. We’ve had great success launching our Peter Yealands Eco-PET range at key outdoor events including Rhythm and Vines, Rhythm and Alps,

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Splore and Sounds on the Oval. We are also partners of the upcoming Fly My Pretties Homeland concert tour and our Eco-PET is the official wine being supplied. In terms of quality, we guarantee the freshness alongside our glass wines for at least two years. The Eco-PET uses MonOxbar technology, which prevents the ingress of oxygen which can taint the wine. Another new innovation has been our Peter Yealands Sauvignoir. This worldfirst is basically a red Sauvignon Blanc, made from 95% Sauvignon Blanc grapes blended with a mystery red pulped grape to give the wine a rich ruby red colour and a hint of berry and softness on the finish. It’s a terrific summer drink best served slightly chilled on a hot day. Keep your eyes peeled for our new Peter Yealands Reserve range being released in the next month. Consisting of superior quality Sauvignon Blanc, Pinot Gris and Pinot Noir from the Awatere Valley, this reserve range will retail at approximately $20 and will reward discerning wine drinkers looking for something a little bit special. We are also launching a low alcohol Peter Yealands Sauvignon Blanc this summer with 25% less calories and less alcohol than standard wine, but still packed with flavour. Consumer research shows wine drinkers are looking for healthier drink options containing fewer calories and lower alcohol strength, and this is supported by emerging sales trends in this growing wine category. Finally, we are also excited to announce two new sparkling wines; Peter Yealands

Yealands Estate Wines founder, Peter Yealands.

Sparkling Sauvignon Blanc and Peter Yealands Sparkling blush just in time for Christmas and the festive season. The wines are fresh and vibrant and will be promoted alongside our still wines with the convenient Zork closure, to keep the wines sparkling and fresh for longer.”

Has the winery been affected by the recent earthquakes in the South Island? “We experienced only minor damage at the winery. We lost a few hundred litres of juice from tank spillage, but otherwise we just had some broken bottles in the cellar door and minor cracks around the place. The winery was only built in 2008 under the green building code and structurally it is extremely strong. It was designed to withstand a magnitude eight earthquake, but heaven forbid we ever get one of that size. Our staff have been pretty shaken though (excuse the pun), as it was quite a shake alright and very nerve-racking with all the aftershocks.”

What is your favourite Yealands wine and food match? “My favourite wine and food match is fresh barbecued king prawns with squeezed lemon juice, coriander and garlic, paired with our divine new Peter Yealands Reserve Sauvignon Blanc 2013. The herbaceous, mineral and citrus flavours of the wine perfectly complement the juicy prawns and freshness of this dish.” l


Beam NZ adds a little zest to its portfolio Beam NZ will be the exclusive New Zealand distributor for VnC Cocktails and Lemon Z starting September 1, 2013. VnC Cocktails own a unique space in the natural segment of the market with every bottle of VnC Cocktails made in New Zealand containing the best fruits, sourced locally and from around the world, with less than 150 calories per 100ml serve. “We are thrilled to add these NZ founded brands to our portfolio

Managing director Beam NZ, Bevan Adin.

that will add strength to the breadth of Beam NZ. The fact that VnC Cocktails have won 11 international gold / platinum medals from worldrenowned competitions is a real testament to the success of the brand,” says managing director Beam NZ, Bevan Adin. Shane McKillen, founder/managing director of VnC Cocktails, believes Beam NZ is a strong distribution partner for both brands in the New Zealand market. “Beam has a proven success record with a portfolio of premium spirit brands. We are excited to have VnC Cocktails and Lemon Z included into Beam’s iconic group of brands and look forward to embracing their expertise in helping extend the VnC profile across New Zealand. The change also allows us to launch with a new formulation of VnC that has reduced the abv to 12.5% as well as extending the shelf life from

one to two years,” says McKillen. Beam NZ will service On Premise through the joint distribution partnership with Pernod Ricard. New Zealand owned and produced, VnC Cocktails was founded in 2007 by McKillen. The ready-to-pour cocktails are made with 100% natural fruit juices and no artificial preservatives, additives or colours. The VnC range includes Mojito, Margarita, Pomegranate Cosmo, Pacific Mai Tai, Passionfruit Caprioska, Strawberry, Mango and Banana Daiquiri. The full range is available in 700ml bottles with six flavours available in 200ml bottles. VnC Cocktails is distributed in more than 20 countries worldwide and has won multiple awards. Officially certified sustainable, VnC Cocktails was the first company in the world to gain Certified Emissions Measurement and Reduction Scheme (CEMARS) product certification. l

Andrew Murray, is thrilled with the latest international accolades and says: “We are absolutely delighted to achieve these results at such a prestigious event and against the high standard of international company.” This is excellent recognition and reward for the whole team at the brewery and caps off a very successful 12 months for McCashin’s Brewery, who also took out three Gold medals at the Asian Beer Awards in Singapore for their Stoke Pilsner, Stoke Lager and Stoke Bomber Bohemian Ale. This world-renowned competition only awards one Gold medal per class in a field of nearly 700 international beers. McCashin’s Brewery was also awarded a Gold

medal for the Stoke Gold Ale at last year’s IBC event. Established in 1981, the brewery has planted solid footprints in New Zealand’s craft beer category and continues to be a leader in the market, concentrating on the quality of ingredients to develop full-flavoured beers true to the traditional styles. Still very hands-on with the operation of the brewery, the McCashin’s family continue to develop new and exciting products to meet the increasingly discerning consumer palate. l

Stoke strikes gold Nelson-based McCashin’s Brewery has once again scooped gold at this year’s prestigious Beer Challenge awards in London. McCashin’s Brewery picked up a string of awards, including two Gold medals for the Stoke Bomber Smokey Ale and Stoke Bomber Oatmeal Stout, two Silvers for Stoke Dark and Stoke Bomber KPA, and four Bronze medals for Stoke Lager, Stoke Amber, Stoke Pilsner and Stoke Bomber Biscuit Lager. For 17 years, this well-established and highly credited competition has attracted the ‘shrewdest of judges’ from the UK and Continental Europe. Awards co-ordinator, Monica Tapias says, “The level of knowledge and experience of the judges is striking. The standard of beers entered in this year’s competition was very high and the judging panel were very impressed overall.” McCashin’s Brewery general manager,

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Brancott Vineyard celebrates 40th anniversary As the pioneers of the Marlborough wine region and its signature varietals, Sauvignon Blanc and Pinot Noir, Brancott Estate is excited to celebrate 40 years since the first planting of vines at Brancott Vineyard, home of world-renowned Brancott Estate wines. On August 24, 1973, in front of a crowd of local media, politicians and business leaders, the Marlborough wine industry was born. At the time, the founder of what is now Brancott Estate, Frank Yukich, made the statement that “wines from here will become world-famous” – and indeed they have, receiving many prestigious

Queen Elizabeth II at Brancott Vineyard in 1989.

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awards and accolades around the world. “With all of the research and technological advances in the wine industry in recent years it’s amazing to look back and see a real pioneering spirit infusing Marlborough, from using a gun-sight to lay out the rows in 1973 to getting the community to make paper cones to protect the young vines,” says Patrick Materman, chief winemaker for Brancott Estate. The first vines planted were predominantly Riesling Sylvaner and Cabernet Sauvignon, and around 750,000 cuttings were planted in the first season. However, many were replaced in the first few years with other varieties including Sauvignon Blanc. “A whole range of vines were planted in those early years, both of popular grapes like Cabernet

Sauvignon and Riesling and oldworld varieties unfamiliar to New Zealand wine drinkers at the time, like Sauvignon Blanc and Pinot Noir,” says Materman. “Not everything we tried succeeded but the ones that did have been spectacular. What we’ve learned from that is to keep asking the question ‘what if?’.” The recently launched icon wine Brancott Estate Chosen Rows is a testament to the ongoing commitment to Marlborough and the pioneering vision which created the original Marlborough Sauvignon Blanc. While Brancott Estate is best known for creating the original Sauvignon Blanc, they were also the first to commercially produce Marlborough Pinot Noir and, more recently, Marlborough Sauvignon Gris. Materman says: “It’s a rare opportunity to be part of pioneering a completely new variety in a region. After four decades, we are still exploring the potential of our vineyards and we are excited to see what we discover in the next 40 years.” l


Villa Maria still going strong after 51 years are given to growers for The announcement of The viticultural excellence and Spiegelau International recognise that growing Wine Competition 2013 superb grapes is the basis results confirm the highly for producing excellent awarded wine company’s quality wines; 495 wines ample talents at making were judged with 16 highly consistent premium trophies awarded. New Zealand wine. Villa Alastair Maling MW, Villa Maria founder and managing Maria’s general manger for director Sir George Fistonich winemaking and viticulture says when it comes to (L to R) Gianni Flego, systems winemaker, David Roper, Auckland winemaker at The Spiegelau International Wine Awards. congratulated both growers Villa Maria wines there is and vineyard managers no specialty, they’re all out of steam, but quite the contrary, for their dedication and attention absolutely top of the range. the accolades keep coming and we to detail. “Speaking on behalf of our Villa Maria picked up the Champion continue to succeed across all varietals.” winemaking team we are extremely Winery Trophy (joint) and the The gold medal winning wines included: proud of the effort and focus on Champion Viognier Trophy at The • Villa Maria Reserve Wairau Valley quality across all varieties and regions. Spiegelau International Wine Awards. Sauvignon Blanc 2012 The results speak for themselves”. The two trophies added to the • Villa Maria Single Vineyard The Villa Maria trophy winners are: haul of five gold medals across five Keltern Chardonnay 2012 Reserve Champion Wine of the different varietals. • Villa Maria Single Vineyard Show - 2011 Villa Maria Single Vineyard The Villa Maria Single Vineyard Omahu Omahu Gravels Viognier 2010 Taylors Pass Marlborough Chardonnay Gravels Viognier 2010 was the trophy• Villa Maria Reserve Marlborough Champion Chardonnay - 2011 Villa winning wine, while the trophy for Noble Semillon Botrytis Maria Single Vineyard Taylors Pass champion winery was a joint award; Selection 2011 Marlborough Chardonnay Villa Maria was notable in the trio for • Villa Maria Cellar Selection Champion Classical Red Wine achieving an award for 90% of wines Marlborough Pinot Noir 2011. 2010 Villa Maria Reserve Hawkes Bay entered, five of those being golds. Cabernet Sauvignon/Merlot Fistonich, said: “After hundreds of Villa Maria also scooped four trophies Champion Dessert Wine - 2012 Villa trophies and thousands of gold at New Zealand’s prestigious 2013 Maria Reserve Marlborough Noble medals, you might have thought that Romeo Bragato Awards. These awards Riesling. l after 51 years we’d be starting to run

BOOK NOW! Prime positions are filling fast. Secure your space for 2013/2014 now. All enquiries contact Peter Corcoran on 021 - 272 7227 or email peterc@mediaweb.co.nz Beverage enquiries contact Chris Turner at beverages@mediaweb.co.nz

SEPTEMBER 2013 FMCG

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snap

s Expo in Hamilton.

All Good Bananas at the Foodstuff

The new Regina lolly range at the Oamaru factory gets the thumbs up from (L to R): James Dive r, Thomas Patrick, Hannah Dud field and Charlotte Dudfield, the great-g randchildren of Charles Dive r who invented Regina’s original pine apple chunks.

Lasco’s new products at the Foodstuffs Expo in Hamilton.

ills Display at IFP Group and M . on Expo in Hamilt

the Foodstuffs

Dad’s Pies’ at the Foodstuffs

Has your team been part of a charity event, promotional activity, a great harvest, or moved to new premises? Send us your favourite snapshot and go in the draw to win a gift pack of Black Edition multicolour candles, courtesy of Air Wick. Just email your high res image with a caption to: editor@fmcg.co.nz

Expo in Hamilton.


DIARY FMCG INDUSTRY EVENTS SEPTEMBER 13-15

THE FOOD SHOW

CBS Canterbury Arena, Christchurch, NZ

www.foodshow.co.nz

16-20

DRINKTEC

Munich, Germany

www.drinktec.com

OCTOBER 5-9

ANUGA

Cologne, Germany

www.anuga.com

16-18

Auckland, NZ

DEVRO NEW ZEALAND SAUSAGE COMPETITION

NOVEMBER 2-3

GLUTEN FREE FOOD & ALLERGY SHOW

Pioneer Recreation & Sport Centre Christchurch, NZ

19

NZ FOOD AWARDS

In association with Massey University

www.glutenallergy.co.nz

23

AIR NEW ZEALAND WINE AWARDS

Gala Awards Dinner, Auckland, NZ

www.foodawards.co.nz

Queenstown, NZ

www.airnzwineawards.com

22-27

FOOD & GROCERY EXECUTIVE PROGRAM

Mt Eliza Centre for Executive Education, Victoria,

2014

Australia

JANUARY

www.ifgm.com.au/fgep

26-28

NZ JUICE AND BEVERAGE CONFERENCE

Tauranga, NZ

26-29

ISM

The world’s largest trade fair for sweets and snacks. Cologne, Germany www.ism-cologne.com

Is your event or trade fair featured here? If you’d like to be included please email: editor@fmcg.co.nz

Coming Soon! New SunRice Gourmet & Health & Wellbeing Rice Ranges!

T h e R ice Food Experts



FMCG September 2013