SupermarketNews Magazine | September 2021

$

10.95

September 2021 • Vol. 14 No. 8

Breakfast feature (see page 12)

25%

LESS SUGAR *

100% YUM!

*25% less sugar compared to the Original Light ‘n’ Tasty™ range, includes flavours: Berry; Apricot; Manuka Honey, Date & Nut; and Macadamia.

contents

4

6

9

ATTENTION GROCERY SUPPLIERS The Food and Grocery Council is an industry association for grocery suppliers providing members networking, events, industry information and strong advocacy.

Contact us for information on the benefits of membership: katherine.rich@fgc.org.nz • Networking • Industry Updates • Conference and Events • Education and Training • Advocacy and Law Reform

11

16

14

food& grocery COUNCIL NEW ZEALAND

www.fgc.org.nz

18

20

26

This magazine is published monthly under license. Please direct all enquiries and correspondence to Review Publishing Co Ltd. This magazine is a platform for the industry and may include content that expresses views and opinions by contributing writers. Content is attributed to the author, and these opinions and the view/s are those of the author/s. They do not necessarily reflect the official policy or position of any other agency, organisation, employer or company. The opinions and material published in this edition are not necessarily those of the publishers unless expressly stated. All material appearing in the magazine, website and social media platforms is copyright and may only be reproduced with the written consent of the publisher. Copyright 2021

CHAIRMAN PUBLISHER GENERAL MANAGER EDITORIAL DIRECTOR EDITOR ADVERTISING SALES SENIOR DESIGNER GRAPHIC DESIGNER

PETER MITCHELL Tania Walters Kieran Mitchell Sarah Mitchell Caitlan Mitchell Felicity-Anne Flack Raymund Sarmiento Debby Wei

ISSN 1173-3365 (Print) ISSN 2744-595X (Online) Retail 6, Heards Building, 2 Ruskin Street, Parnell, Auckland. PO Box 37140 Parnell, Auckland Call: (09) 3040142 | Email: edit@reviewmags.com

2

I

supermarketnews.co.nz

food& grocery COUNCIL NEW ZEALAND

The NEW ZEALAND BEVERAGE COUNCIL is an industry association whose members cover all aspects of the non-alcoholic beverage market both in New Zealand and the export markets.

The Council members are spread throughout New Zealand and come together annually for a conference that covers industry issues and is addressed by international speakers. The organisation monitors product quality, sets standards for the industry and runs national competitions and awards.

THE NEW ZEALAND BEVERAGE COUNCIL (NZBC) P.O. Box 47, AUCKLAND 1140, New Zealand.

Email: info@nzbc.nz Phone: +64 9 309 6100 DDI: +64 9 302 9932

Supplying quality Italian smallgoods to New Zealand supermarkets, hospitality trade and delicatessen wholesalers.

Call us now for authentic quality Italian smallgoods.

Granarolo New Zealand Ltd

34

337 High St, Boulcott, Lower Hutt 5010, New Zealand

I

supermarketnews.co.nz +64 (0)9 551 7410

A NEW HEALTHY WAVE IN MICROWAVE POPCORN One of New Zealand’s most popular popcorn brands, NZ Kettle Korn, has launched a first of its kind microwave popcorn, with a proprietary no chemical, Natural Pop bag. With cleaner labelling, no chemicals and nothing artificial, The Naked Kernel provides a premium microwave popcorn that is 100% NZ made and packed with the same great flavour.

Founders Trent Brock and Michael Howe are well versed in everything popcorn with over 10 years’ experience since first launching New Zealand Kettle Korn. They hope to lead the change in providing a healthier alternative for microwave popcorn.

“It was an easy transition for us to develop a premium microwave popcorn that featured amazing NZ-produced ingredients.

We use many of the same ingredients in our NZ Kettle Korn products already,” said Howe.

With a focus on combining the best ingredients with the convenience of the microwave, alongside eliminating all chemicals, the team at NZ Kettle Korn worked tirelessly to find a compostable, food grade, grease resistant paper bag.

The Naked Kernel is different in its overall approach to making microwave popcorn. Customers first pop their popcorn in the chemical free "Natural Pop Bag" and then after popping, they add the real NZ butter or oil sachet and give it a good shake and then add the second flavour sachet and give it a final shake.

4

I

supermarketnews.co.nz

“We use real butter and premium oil as opposed to the big block of hydrogenated oil and artificial colours/flavours found in other brands,” said Brock.

While popcorn is often regarded as a relatively healthy and delicious snack, it is the chemically coated microwave bags in which the popcorn pops that many experts say could be a problem. Research has linked the coatings to health issues. Reports from the Environmental Working Group and others have revealed that some chemicals used to coat microwave popcorn bags and keep the oils inside from leaching through are likely carcinogens, particularly PFOA (Perfluorooctanoic acid). Those reports led to many countries banning some of those chemicals from popcorn bags and other consumer goods.

“The chemicals used by other brands are

awful. The health issues associated have been known for years, but in my opinion, the big companies often put profits before consumer safety,” said Howe.

The current issue is that there is little to no research on what chemicals the microwave popcorn companies are using to make their bags grease resistant. They can make a small change in the chemical makeup of the previously used chemical coating to remain in compliance with the ban on PFOAs. “The big companies can be in compliance by changing the chemical components just slightly. There is little to no testing on the chemicals that are currently being used on those microwave bags. It’s likely no one will know the effects of those chemicals or what they are for decades similar to what has happened with the PFOAs,” said Brock.

The Naked Kernel is available in three great flavours including Butter, Maple, and Sea Salt.

For more information visit www.thenakedkernel.co.nz. n

Reinventing Microwave Popcorn!

news

ESSENTIAL WORKERS WIN NATIONAL DIVERSITY AWARD An organisational culture that encourages employees to act like owners of the business and celebrate ‘everyday moments of goodness’ has been recognised with the country’s top workplace diversity award.

George Weston Foods, the company that makes much of the bread eaten in New Zealand, including the Tip Top Bakery brand, took out the Supreme Award at the 2021 Diversity Awards NZ. The award comes after a busy period for the business, which has to keep safely baking and supplying fresh bread to supermarkets throughout Alert Level 3 and 4 lockdowns.

George Weston Foods, which was also the Inclusive Workplace Award Medium-Large Organisation Winner, strives to foster inclusive teams through education and initiatives and by promoting its values: safe, courageous, trusting and collaborative. n

READ MORE HERE

6

I

supermarketnews.co.nz

HUGE BOOST FOR LOCAL GROWERS THANKS TO GENOESE New Zealand’s number one pesto retail brand has moved to source all its basil onshore, exponentially increasing the basil-growing industry and helping sustain it through the challenge of COVID-19 Lockdowns as well as boosting the local economy.

Genoese Pesto, based in Horowhenua, had until recently obtained all the fresh basil that went into their award-winning products from Fiji, having anywhere from a few hundred kilograms to a tonne per week flown in.

However, issues around supply continuity, freight costs, biosecurity, and a concern for the environmental impact of the air miles involved led Genoese to find a New Zealand grower, securing a contract with Southern Fresh Foods in Cambridge, Waikato. n

READ MORE HERE

September 2021

I 7

Foodstuffs North Island (FSNI) has submitted its response to the Commerce Commission’s 26 July draft report on its market study into the retail grocery sector.

ComCom’s preliminary finding that competition is not working well for consumers in the retail grocery sector has generated a lot of commentary.

Here are the abridged highlights for the month, please click the links for the full editorials.

FGC RESPONSE TO FSNI ANNOUNCEMENT

FOODSTUFFS NORTH ISLAND ACTION PLAN Chris Quin, CEO Foodstuffs North Island said this is an important moment for Foodstuffs North Island and the wider industry.

“There was a lot to consider in the draft report – but at its heart it’s about NZ customers and whether this market is working as well as it can for New Zealanders, a focus and outcome we can all agree on.

“We have deliberately not said much until now as there was a lot in the study, and we felt it was important to review it carefully, listen to feedback, and respect and engage with the Commerce Commission through its process in a considered way. Now that we have submitted our response to the draft report, it is the right

8

I

supermarketnews.co.nz

time to talk about it.”

“As our submission makes clear, we accept the clear challenge to do better for New Zealand consumers and we and all of our stores are committed to making changes that improve outcomes for customers - meaningful change will happen faster as a result of this report.”

FSNI’s submission on the draft market study sets out a comprehensive action plan which, when implemented, will remove the barriers to market entry that are within its control and deliver better competition for the benefit of New Zealanders. n CLICK HERE TO READ THE COMPLETE ARTICLE

Foodstuffs North Island’s announcement it agrees with the establishment of a Grocery Code of Conduct is the first time it has acknowledged there is a serious problem with competition in the sector, said the New Zealand Food & Grocery Council.

“This is an epic flip-flop because they have repeatedly refused – at least three times that I can recall – to sign up to a Code or even acknowledge there are any problems at all in the sector,” said Katherine Rich, Chief Executive, FGC. “It’s also contrary to their assertions made in earlier submissions to the Commerce Commission that there is plenty of competition and no issues “However, suppliers and

manufacturers welcome it because we’ve been pushing for a Code of Conduct for many years.

“It seems Foodstuffs has now taken the very first step in the long walk towards a more competitive market, and it’s about time.

“The fact is, despite what the supermarkets say, suppliers have been bullied, intimidated and threatened with having products taken off shelves if they don’t accept the tough terms and conditions demanded, and that has to stop.

“A mandatory Code of Conduct will do that," Rich concluded. n CLICK HERE TO READ THE COMPLETE ARTICLE

IS THIS START-UP THE SUPERMARKET COMPETITION SOLUTION?

I

nteresting to see the release of information about Greenfields institutional start-up Northelia Ver 1.4.

According to their website, this group of experienced DIB (done it before) operating entrepreneurs have worked in the supermarket industry. They have noted with interest the Commerce Commission's determination to create a proper competitive three or five-player New Zealand supermarket playing field.

Northelia is submitting in stealth because its executive, investors and board need day jobs; however, Northelia is open to confidential discussions with Government, ComCom, MBIE and Productivity Commission. A once-in-generation private sector initiative to bring New Zealandowned grocery competition for kiwi consumers and suppliers.

Northelia compliments the

Commission for its draft 517page report, claiming that it is one of the most comprehensive reports of the last 20 years.

Noteworthy of this submission is that today's problems in competition stem from a ridiculous decision in the early 2000s to allow Foodtown to merge with Countdown.

Ironically Foodstuffs complained at the time to suggest that it would fracture competition and would cause downstream problems.

According to Northelia, the Commission's report missed a vital point. Today there is massive competition in supermarkets – there is a competition to own them. Foodstuffs run an internal process that illustrates new franchisees' prices for a food distribution business with monopoly features attached via a co-op model.

WHO DOESN'T WANT TO OWN A SUPERMARKET? Northelia's summary submission in one sentence: “We will deliver a new like for like supermarket chain, with independent competing open access wholesaler, an NZ controlled and owned facility with world-class technology, leveraging franchise and owned stores confronting the benign and clubhouse noise from the current monopolist incumbents;, this Greenfield institutional start-up will mobilise a capital base in excess of $1bn. ”

The Northelia submission focuses on the process to harness this appetite for supermarkets

and channel it into something that fights for fair - for both consumers and suppliers.

READ THE RESEARCH REPORT PREPARED FOR MONOPOLY WATCH NZ HERE

OPINION: IS FSNI JUST CREATING WHITE NOISE?

By Nick Hogendijk, Hexis Quandrant (HQ)

"W

ith Foodstuffs North Island releasing what we understand are "selected" parts of their latest submission to the Commerce Commission, perhaps the question we should be asking is this: "What would I do if I were Foodstuffs heading into the next stage of the Commerce Commissions Market Study?"

Discussing the Foodstuffs predicament and likely responses with colleagues and my network, including current

and ex-retailers and wholesalers, there are many thoughts around what actions Chris Quin and his team might take. Based on these discussions, if I were them, I would try to diffuse some of the heat that's come on in recent weeks (not least from the public complaining of escalating prices during New Zealand's lockdowns).

So how would I diffuse the public scrutiny and ire while appealing to the Commerce Commission that I am the victim here? That Foodstuffs North Island are the good guys?

Well, I would do that in several ways including:• Sell some land or release a few covenants • Verbalise that Foodstuffs support a code of conduct now that the Commerce Commission has stated one is needed • Shift critical internal timelines to reduce fallout Watch the expected spate of white noise over the coming weeks, and subscribe to this narrative at your own risk."

CLICK HERE TO READ THE COMPLETE ARTICLE

YOU CAN READ THE COMMERCE COMMISSION’S DRAFT REPORT HERE September 2021

I 9

LEONARD’S ADDS A HINT OF SPICE Leonard’s has been a favourite with Kiwi families–and awards judges–for well over 30 years. In fact the company has won no less than 27 medals in the Great New Zealand Sausage Competition, and their latest addition also promises to be a true palatepleaser. It’s a classic flavour combination of jalapeño and cheese, made with the finest quality beef and pork.

According to group CEO Robert Bell, the new Jalapeno Cheese Kransky is delicious.

“It starts with the creaminess of the cheese, then there’s a gentle hint of heat from the jalapeño,” he says. “It’s a traditional coarsetextured sausage, perfectly complemented by the lightly-smoked natural casing.” It’s versatile too. “You can fry it, grill it or they’re great on the barbecue. And you can serve it up any way you like, just as you would with a traditional sausage. You can really make a meal of it, wrap it in pastry, in a bread roll, whatever is your favourite.”

Leonard’s has a focus on quality across its entire range of bacon, ham, deli meats and sausages. But, says Robert, not at an unaffordable price. “We believe everyone deserves top quality kai at a great price and this new jalapeño cheese kransky is the perfect example. Like all our products it’s made with the best ingredients, plus it’s gluten and MSG-free. We aim to bring family and friends together to enjoy great food and create happy memories together. So we have high hopes that this new product, with a classic flavour, will prove an instant favourite."

Leonard’s new Jalapeno Cheese Kransky joins the rest of their line-up on sale at major supermarkets, quality butchers, supermarkets and other retailers nationwide. Viand Foods – Call Robert or John on 0800 SAUSAGE. n

ai162692736111_4501 Leonards JalapenoCheeseKransky_SupermarketNews_HalfPage_v2.pdf

DOUBLE

THE KRANSKY!

~ Cheese Jalapeno

KRANSKY

C

M

Y

CM

MY

SAU SAG ES

CY

CMY

K

~ N E W JALAPENO CHEESE KRANSKY JOINS THE POPULAR CHEESE KRANSKY TO FIND OUT MORE ABOUT OUR AMAZING PRODUCTS PHONE

10

I

supermarketnews.co.nz

OR VISIT WWW.LEONARDS.CO.NZ

1

22/07/21

4:16 PM

INSIGHT SERIES: MARKET ENTRY MODELS

As part of the Insight Series, watch Sarah Mitchell from New Zealand Supermarket News interview Cameron Gordon, Partner at Incite about marketing and promotion norms for South East Asia that New Zealand grocery brands can expect when entering these markets.

C

ameron explains what types of marketing and promotion opportunities are available in-store and online and who is responsible for covering the cost; tips on how best to understand these forecasted commitments and coordinate with your distributor. He also discusses Incite’s Market Activation service to support clients for digital marketing activities due the to growing demand since the pandemic began.

Incite is a Food and Beverage Export Development Agency, specialising in

launching New Zealand, Australian and British brands into 8 high growth Asian markets. They help clients to quickly determine the right markets and entry model for their products, understand the local regulations and develop the perfect pitch to take products to market. Then, they use their extensive network to broker the right distribution partnerships and get sales moving.

For more information, email getincite@exportincite.com or visit www.exportincite.com. n

September 2021

I 11

breakfast

FOR THE INNER FOODIE The team at Bürgen were inspired to create delicious and nutritious food. Bürgen is much more than just bread, it’s a daily celebration of good food!

I

t’s a bread that helps New Zealanders tap into their inner foodie and create delicious meals and snacks that are just that little bit more special.

New Bürgen Sensational Seeds 700g is baked with a delicious blend of Linseed, Sunflower Seeds and Poppy Seeds, which together give it a lovely texture and flavour.

Burgen Sensational Seeds has 50% less carbs^, 5 health stars and is very high in fibre.

A BALANCING ACT

S

anitarium – The Health Food Company – is serious about providing Kiwis with nutritious breakfast cereal options that taste great and don’t break the bank. This basic philosophy guides our innovation pipeline.

Launching August 2021 were two new Light ‘n’ Tasty flavours - Nut Lovers and Blueberry.

They have 25% less sugar than the Original Light ‘n’ Tasty range1, but typical of Light ‘n’ Tasty, still taste delicious!

The R&D team worked very hard at striking the right balance between health and taste with these, trialling numerous different ingredient

12

I

supermarketnews.co.nz

blends before getting it just right. “We know that many consumers are wanting to reduce sugar in theirs and their family’s diets, but don’t want to compromise on taste, so this was an important balancing act to undertake.”

And not only do these SKUs represent a reduction in sugar relative to the Original Light ‘n’ Tasty range, they’re also at least 30% lower in sugar than the average of the top selling cereals in their competitive set2.

Light ‘n’ Tasty Nut Lovers and Blueberry also provide important nutrients for health, which can be seen clearly in the 1, 2, 3 . . infographic on pack.

Light ‘n’ Tasty was first

launched in the early 1990’s and still enjoys strong popularity in the Flakes segment. It’s fair to say that the segment has been soft in recent years, but a launch like this, which addresses a current and growing consumer need, is sure to provide some rejuvenation.

Also launched in August 2021 is new Sanitarium High Fibre Granola, New Zealand Black Doris Plum. It’s very high in wholegrain and fibre – providing 30% of consumers’ daily fibre needs in one serve3.

There is increasing awareness of the link between good gut health and general wellbeing.

Fibre is a key enabler of gut health – helping to keep your digestive system moving as part of a balanced diet. And being able to get such a good source of fibre from a crunchy and tasty cereal option (as opposed to the more ‘hard core’

bran straw type products) is a welcome option for breakfast lovers.

Sanitarium High Fibre Granola, NZ Black Doris Plum has less than 3.8g of sugar per serve 4, giving the sugarconscious consumer a lightly sweet taste, complimented by the tanginess of the freeze-dried plum pieces.

This new Granola variety joins the existing Sanitarium better-for-you Granola range, comprising of three Low GI varieties, and one existing High Fibre variety. Hitting the ‘sweet spot’ between health, taste and value, the range has been very popular since its launch in May 2019. It now commands the number three spot in the granola segment (no.1 out of the ‘mainstream’ Granola brands) and is growing at an impressive 69.7% LQTR to 01/08/21.

1. Original Light ‘n’ Tasty range includes Light ‘n’ Tasty flavours: Berry; Apricot; Manuka Honey, Date & Nut; and Macadamia.

2. Based on the average sugar content per 100g of the top 80% of Flake and Fibre breakfast cereal unit sales in New Zealand Supermarkets (Source: IRI MarketEdge NZ Grocery, Unit sales, MAT to 08/08/2021. Data sourced from IRI MarketEdge based on data definitions provided by Sanitarium) 3. Adequate Intake of dietary fibre for adults in 30g per day.

4. per 50g serve of Granola without milk.

^Burgen® Sensational Seeds Lower Carb has 50% less carbohydrate (19.8 g / 100 g) than Bread, from mixed grain, light A1009 (40.7 g /100 g) (New Zealand Food Composition Tables, 13th Edition 2018, The New Zealand Institute of Plant & Food Research Limited and the Ministry of Health) ® Registered trade mark of George Weston Foods (NZ) Limited.

breakfast

ALL DAY BREAKFASTS

B

etween lockdowns and consumers working from home, the number of inhome breakfast occasions has dramatically increased. While convenience is still a key trend and priority for many, more time in the morning and no commuting has meant that breakfasts ‘on the go’ have taken a backseat. Using this insight, trends and product offering has grown to include convenient breakfast options that offer consumers a convenient, filling option to fuel their day ahead.

Similarly, the consumption times of breakfast has also shifted to later in the day as well as being extended, often throughout the day. With lockdowns and

restrictions slowly being lifted, it will be interesting to see whether this trend will revert back.

Older generations have always been set in their routines and have stuck with breakfast being considered the most important meal of the day and should rarely be skipped. Traditionally, younger generations have been more likely to skip breakfast on a regular basis, however since lockdown, a third of 18-34 year olds have said that breakfast has become more important to them.

Big breakfasts featuring bacon and eggs, although popular at the start of lockdown, have given way to consumers’ concerns over health and finding new alternatives to try.

It’s not just what consumers

Winning sales by design For us, the only measure of successful design is that it works in the marketplace. That it grabs attention, steals hearts and wins sales.

It’s what we’re known for, here at Brother Design.

If you want to know how we do it, consistently, for all our different clients, get in touch. And let us design a way to win more sales for you.

Jenny McMillan, Business Development Director Ph: 021 193 2141 jenny@brotherdesign.co.nz

14

I

supermarketnews.co.nz

are eating, but also when they are eating it. A recent poll by General Mills Foodservice found that consumers are eating more breakfast foods throughout the day. Nearly a quarter of respondents said they were eating more breakfast foods during lockdowns and 4 out of 5 were eating breakfast foods outside of the normal

breakfast hours. Breakfast foods for dinner, otherwise known as brinner, was most popular with consumers. The reasons for this were widespread, but included consumers saying they had more freedom in what and when they eat, craving their favourite breakfast foods and wanting to eat something that brings them joy.

Pure Delish From modest beginnings over 20 years ago, pure delish today is a force to be reckoned with, leading the market with their delicious premium product offerings. Their brand has been built on category defining products all handcrafted by their own team of passionate foodies.

S

ince the launch of their first breakfast cereal ‘Original Chunky Nut Muesli’ 14 years ago, they have since added another 17 cereals to their range! Each one unique in what it offers, from grain free, low carb and sugar free options through to the brand new range of 100% NZ ingredient granola’s, ‘pure delish Local As’.

As a proudly owned and operated New Zealand business, pure delish were all too aware of the challenges kiwi businesses have been facing in light of the Covid-19 pandemic. They wanted to work out what they could do to help and after much thought, the idea of ‘pure delish Local As’ was born. Not only is the new range made from all NZ

For more information contact pure delish – 09 5745701 or info@puredelish.co.nz www.puredelish.co.nz

grown ingredients, which was quite a challenge in itself! But 10% of the profits from each pack sold are being donated to support the amazing work of the Forest Lifeforce Restoration Trust.

The monies donated to the trust will help fund their highly successful kiwi breeding programme, forest regeneration and protection work of threatened NZ native species initiatives. For pure delish, “it’s great to be part of something bigger than ourselves and ensure that generations to come know what a kiwi is!” says Jodi Reddell, General Manager.

As part of the companies ‘support local’ initiative, they also wanted their ‘Local As’ packs to be a canvas to showcase a rising

NZ artist. They are very proud to have the artwork of Catherine Marion, based in Taranaki, featured on the packaging.

Catherine, is creatively inspired by the natural beauty of New Zealand. In addition, pure delish have partnered with Soft Plastics Recycling - a scheme where granola packs can be recycled locally into new products to be sold on the local market.

While the recent Covid 19 lockdowns in New Zealand have affected roll-out of the ‘Local As’ granola range into stores, pure delish advises that as soon as alert levels allow, the products will continue to pop up on supermarket and independent grocers shelves nationwide.

With global trends increasing

for premium products with provenance, pure delish are perfectly positioned to continue leading the breakfast space. They hint that there are more exciting and innovative new products across a number of categories in the pipeline for 2021 and beyond, designed to further shake-up traditional segments. pure delish is perfectly positioned to capture the increasing demand for premium, minimally processed, healthier foods that are delicious first and foremost! The future is looking rosy for the team at pure delish!

If you would like further information on the above please contact pure delish on 09 5745701 or email info@puredelish.co.nz.

As a proudly owned and operated NZ business, we, at pure delish, were all too aware of the challenges Covid19 has placed on kiwi business and wanted to do something to support the great local producers and suppliers we have in our backyard of Aotearoa.

With great pride we are launching pure delish ‘Local As’, a granola range made from 100% New Zealand ingredients, with 10% of our profits going to the Forest LifeForce Trust and the amazing work they are doing building kiwi numbers.

September 2021

I 15

WE’VE BEEN HERE BEFORE

By Jenny McMillan, Brother Design

“New Zealand’s first experience of lockdown was characterised by uncertainty. There was a fear of the unknown, giving rise to some wild speculation about what life on the other side would look like.

This time round we know the drill: it’s highly unlikely human behaviours will be changed forever.

Being confident about knowable outcomes is the product of experience. And when it comes to design, we at Brother have a fair bit of it. Our challenge is convincing clients, some of whom have not seen so many successful redesigns rolled out, to spend money on doing it.

It’s easy to look at the budget for a redesign as a cost and consider spending it a risk.

What if it doesn’t work? But that approach fails to consider the opportunity cost. What if your existing design isn’t working, or isn’t working hard enough?

What if the results it’s delivering could be much higher with better

16

I

supermarketnews.co.nz

design?

A recent project for Delmaine provides a useful lesson. An iconic brand, known for the quality and authenticity of their Mediterranean-inspired food, the brand owners understood the range’s look was ready for a refresh. When we presented back they were very pleased with the work, and even more so when the new packaging hit the shelves.

Delmaine surged into a clear leadership position in the Pasta category within weeks. It was a similar story in Pasta Sauces, with significant sales growth expanding the whole category.

Clients may not always expect to see such an effect so quickly.

But it’s something we have seen time and again, across many categories. Good design– built on sound methodology, experience and talent–delivers reliable results. It’s why we stand confidently behind what we do.

Because we have well and truly been here before.”

Filta Quality Bamboo Cleaning Cloths Are Ecologically Friendly, Sourced From An Ethically Sustainable & Renewable Resource, Does Not Harm Nature.

• Made from renewable plants • Highly absorbent, cleans surfaces easily • Durable fibres, reusable, lasting 100 + washes • Antimicrobial properties for a hygienic clean • Eco friendly packaging, place into your recycle bin • Plant fibres will break down naturally when disposed of

1 3

2

4

5

7

6

8

18

I

supermarketnews.co.nz

1. ME-TIME MOMENT

Moccona is excited to announce the launch of Barista Reserve, an exciting new range of blends that capture a café quality coffee, perfect for your me-time moment at home.

The Moccona Barista Reserve range brings that freshly brewed taste that can be made in an instant. It has been crafted by Moccona's master blenders from quality coffee beans, giving you a fresh and silky taste, with the velvety crema of an espresso. The trick is a slow, gentle pour.

2. AUTHENTIC RECIPE

Out with the old, in with the new… Golden Sun's range of Sweet Thai Chilli sauce is having a make-over. In fact, Golden Sun is about to refresh the whole range, and the Sweet Thai Chilli sauces will be first to switch over to the new golden yellow packaging.

Its new branding is designed to tell more of a story about our products and the brands' origins.

The brand sources ingredients from all over the world, and wanted to tell the stories of where its products are sourced. The Sweet Thai Chilli sauces are made from an authentic Thai recipe, and the chilli’s used are sourced from farms in Thailand.

Your spring rolls and wedges with sour cream simply can’t live without the Golden Sun Traditional Sweet Thai Chilli Sauce. The Sweet Thai Chilli with Ginger adds an extra zing to your sweet and spicy. And, for those conscious on sugar, our 50% less sugar Sweet Thai Chilli sauce packs a spicy punch, with half the sugar. Golden Sun's Sweet Thai Chilli sauces are readily available in your supermarkets, with our 50% less sugar available in Countdown from October.

3. TIME TO BREAKAWAY

Introducing the Cadbury Dairy Milk Breakaway block and the Cadbury Old Gold Breakaway block – revolutionary takes on the wafer, offering a crunch while still ensuring a rich and creamy taste thanks to a generous and delicious chocolate coating. Whether you like creamy milk or bold dark chocolate, you won’t want to miss out on this unique confectionary experience.

4. MATCH ANY MOOD

Introducing the latest innovation

by McCain, we’re proud to present EmotiBites! Fun shapes for the whole family to enjoy, they’re a modern take on everyone’s favourite smiles with new & exciting emoticon shapes to match any mood.

Delicious, creamy mashed potato on the inside with a crispy golden crumb outside & no artificial colours or flavours, they’re the perfect treat for families. Dinner will definitely get eaten with these on the plate making mid-week meals a breeze.

5. RE-VOLUTIONISE HOW YOU CLEAN

Re.stor has launched genius new laundry detergent sheets as an alternative to powder and liquid.

Re.stor is a New Zealand start-up on a mission to re.volutionise the household cleaning and laundry category through innovation and sustainable design.

Launching with a range of naturally-derived, ultraconcentrated Laundry Detergent Sheets, re.stor sets out to create cleaning alternatives for a modern home that eliminate single-use plastics and consciously conserve resources. How? By removing the 90%+ water that makes up traditional laundry and cleaning liquids and concentrating them into easy-to-use and affordable new forms.

6. CLEANING POWER

Tru Earth Eco-Strips are the smarter and the most environmentally friendly way to clean laundry in New Zealand.

Each laundry strip packs ultraconcentrated, hypoallergenic, eco-friendly cleaning power into a tiny, pre-measured (3-grams) strip of liquidless laundry detergent that you just throw in the wash.

Its formula works in all types of washing machines, including high-efficiency (HE).

Each 32-pack weighing just 150 grams offers up to 3 months of laundry washes.

Tru Earth laundry detergent strips make the laundry washing chore easier, healthier, more economical, and much kinder to our planet.

Clean, green, and so simple!

For more information contact Adam Petty on info@ecoproducts. co.nz or 0212219236.

7. FEELING PEACHY?

Pascall has released a new flavour of its popular Lumps, inspired by Fruit Burst.

“Kiwis may remember the delicious Pascall peach flavour Fruit Burst. Well, we’ve given this iconic lolly a modern twist by bringing it back in a new format,” said Mitch Newton of Pascall New Zealand.

“We’re thrilled to be releasing Pascall Peach Flavour Lumps inspired by Fruit Burst. After the overwhelming success of recent collaborations like Pascall Snifters Lumps, Pascall Milkshakes Flavour Lumps, and Pascall L&P Flavour Lumps, we can’t wait to hear what Kiwis think of this new flavour combination.”

Pascall Peach Flavour Lumps and the iconic Pascall Pineapple Lumps are a match made in heaven. However, while Pascall Pineapple Lumps are a legendary Kiwi treat, Pascall Peach Flavour Lumps are fresh on the scene, so Kiwis have the choice – will they reach for peach, or pine for pineapple?

8. HEY THERE…

Here to shake-up the popular RTD market is the latest brand of health-conscious RTD Cocktails, Hey Hey. On-shelf soon is two fun, fresh flavours - Gin, Cloudy Pink Grapefruit and Tonic and Vodka, Peach, Nectarine and Soda.

These RTD cocktails are made up of premium fruit flavours, are low in sugar and contain no artificial colours, flavours, sweeteners or preservatives.

Hey Hey is the first new brand from MOA Brewing Co. in a bid to expand the company’s reach into new categories and drinkers, following the management buyout by Stephen and Mike Smith earlier this year.

ARE YOU NOT ENTERTAINED? THE FUTURE OF SHOPPING IS ‘SHOPPERTAINMENT’

By Fiona Kerr, Head of Shopper & Retail Marketing, Hyper

“Shoppertainment is the combination of entertainment, social media, games and eCommerce to create deeper, meaningful interactions with customers. It allows brands to communicate product information to shoppers in a way that is more engaging and enjoyable than traditional eCommerce.

By creating personalized and interactive shopping experiences through pictures, videos, games and / or livestreaming, brands hope to ultimately drive online transactions.

T

he pandemic has pushed more and more consumers online. Statista reports that in 2021 the number of digital buyers stands at 2.14 billion people with an estimated global spend of $3.9 trillion (a 16.5% increase from the previous year.) Therefore it’s no surprise that we are craving a convergence of shopping and entertainment.

Let’s be clear, while this isn’t a totally new trend – the

20

I

supermarketnews.co.nz

shopping channels of the 90s pioneered the concept – modern shoppertainment has become more digital and exhibits key differences from the original TV screen format. Today, shoppertainment allows the communication to flow both ways creating a truly interactive experience. It also happens both in real time and on demand so that shoppers can access the experience when and where they want to. Plus the products are usually sold by influencers

or key-opinion leaders (KOLs) rather than actors or broadcasters, making ‘who’ is selling your brand vitally important.

China has been a trailblazer in the integration of shopping and entertainment, adopting livestreaming commerce, on mass.

A Forrester’s research report* estimated that live-streaming commerce in China was on track to grow at a compound annual rate of 45.7% to EUR

13 billion by 2023. And Taoboa Live, one of China’s major eCommerce platforms reported year-on-year volume growth of more than 150% per year for the last 3 years.

The truth is that consumers today are looking for and demanding increased education and inspiration from brands before they buy them.

Marketers need to deliver to these needs if they hope to be chosen.

...consumers today are looking for and demanding increased education and inspiration from brands before they buy them.

12 million viewers tuned in to see the appearance of rapper Travis Scott perform at a virtual concert Astroworld on Fortnite (a popular digital battle game).

During the livestream, viewers were able to shop for limited edition merchandise and action figures of Scott or customized Nerf Blasters.

When e.l.f. Cosmetics wanted to strengthen their brand positioning and connect with the Gen Z (a group known to be unreceptive to traditional marketing), they partnered with Kathleen Belsten. Loserfruit or Lufu, is a popular Twitch gaming streamer with over 8 million followers across multiple social platforms. The collab will see Belsten create authentic, unscripted content to showcase make-up and skincare products.

This venturous route by the brand into less traditional media channels has seen Elf Beauty sales jump roughly 50% in the first quarter of 2022 fiscal year.

Chinese eCommerce company JD.com has partnered with Taihe Music Group and various liquor brands to create a shoppable nightclub experience.

Every week DJ’s from Taihe host a 3 hour live dance party and while viewers groove to the music they are introduced to liquor products that they can buy with a single click as if they were at an actual nightclub.

Companies like Budweiser, Rémy Martin, Carlsberg and Pernod Ricard have all received boosted sales (sometimes upwards of 40% for beer and 70% for spirits) using shoppable consumer experience.

HERE ARE SOME FACTORS TO CONSIDER BEFORE JUMPING INTO THIS CONTENT-CENTRIC STRATEGY: 1.Don’t do it just for the sake of it. Shoppertainment should be right for your brand positioning and should ultimately add value to the consumer interaction.

2.It needs to be relevant for the audience you want to engage with. Forrester* found that consumers in different countries had different live-streaming preferences (length and format of execution, host likeability and adequate information delivery, etc) which all affected conversion.

3.Measure the results to make sure you are tracking ROI as you would any marketing investment. Adapt your content based on the data with the aim to constantly connect better and improve conversion.

4.Brands need to strike a balance between entertainment and selling to ensure they close the loop. Providing content for pure entertainment without a conversion objective is brand building not retail.

Experts agree that brands will turn, with increased frequency, to shoppertainment as a key marketing strategy in the next decade. The same Forrester report* suggests that 70% of the 14,460 consumer sample surveyed in the U.K., Spain, France and Poland expressed interest in ‘shoppertainment’ as a way of shopping. Bottom line, start entertaining consumers now, before someone else does and captures their share of wallet. ”

September 2021

I 21

ARE YOU INSPIRING YOUR TEAM?

By Neil Arnold, Arnold Category Consulting

"Just twelve months ago, I threw out the challenge to shopper marketers that it was time to step up and lead within your organisation.

I thought we had seen the toughest conditions as a shopper marketing community with the changes in shopper behaviour due to COVID but with hindsight being 20:20, I was wrong.

22

I

supermarketnews.co.nz

A

fter significant shopper changes through 2020, our retail partners decide it was time to turn up the heat with changes to the in-store environment and well publicised category and commercial reviews that have changed the game in many categories for many suppliers.

OPERATING IN A NEW STORE LANDSCAPE As shopper marketers, we own understanding and engaging shoppers at the point of purchase. Simple to say but often challenging to do well. A reset store environment, in my opinion, creates challenges for suppliers big and small when engaging shoppers.

The most significant change in the last 12 months in New World and Countdown alike are the new end display fixtures. Gone are many of the side display units and in their place, retailer specific shopper messaging. Much of this messaging is focused on retailer’s price perception and in my view, can quickly become wall paper to shoppers.

It’s not all bad news, at times, the retailer will focus this new communication space on messages shopper are seeking; examples such as New or Win can create real engagement with shoppers and deliver proven results.

The overall effect of this change, could see available display space reduced by 3050% depending on the store.

From experience, this space has been the life blood of many smaller suppliers as they grew their brand and build their presence over time. If small suppliers stall, growth may be harder to find for retailers as an unexpected consequence of this change.

As a shopper marketer, knowing your execution team have space to deliver your plan is essential. As space decreases, securing what’s left requires the best possible executions and your team needs to inspire the store to choose you.

How am I advising clients to react to these changes and optimise their shopper plans for success in 2022; focus on the “how”.

been greater. They have more visibility on your store investment, control over executional tools and store space. Head office alignment can make or break your execution. Partner your key account teams, gain their engagement and ensure you are regularly presenting your ideas to their key contacts. Who is better placed to engage a retailer in your plan than you?

DEEPEN YOUR PARTNERSHIP WITH YOUR CATEGORY TEAM

BECOME THE INSPIRATION FOR YOUR FIELD EXECUTION TEAM

The need to elevate your conversation beyond brand and share growth has never been greater. Why will your execution deliver growth for the category and your retail partner? What will the shopper do differently as a result of your activity and how does it deliver benefits?

Great shopper marketing should be linked to at least one category growth driver and deliver the potential of benefits well beyond the campaign period and outcomes. Work closely with your category team to bring their long-term visions to life with shopper today.

Best of all this is being achieved, campaigns are out in the market. I recently observed a specific shopper campaign focused on an engaging meal occasion, delivering the chance to win aspiration cookware and focusing on products which met consumers needs more effectively and delivered “More Spend” per usage.

With more suppliers, chasing less discretionary space and with fewer store specific tools than ever before winning at store has never been more challenging to gain display and shopper attention.

With most display spend centralised and changes to store environments have made less space available for discretional display, who would be a sales rep in this context?

As Shopper Marketers we have to step up to the plate and inspire our teams to grab the plan. Build excitement in the benefit to retailer and shopper and then given them the confidence to bring this to life firstly with the store team to gain space and then when executing for the shopper.

Excitingly, I am seeing great examples of shopper marketing success every week and look to share these as widely as possible.

Taking inspiration from others is key. Not every successful execution will take a full end display, many of the more traditional tools of the shopper marketer which optimise under used space in stores can enable your execution to win with the shopper and deliver retail success."

BE VISIBLE WITH YOUR HEAD OFFICE RETAIL PARTNERS The role of our retailer’s head office team has never

EFFECTIVE SHOPPER MESSAGING IN NEW WORLD

NEW WORLD ORMISTON NEW STORE DISPLAY DESIGN

Partners in the road to recovery

13 Issue 11 November 2020 Vol

$10.95

MAKE YOUR BUSINESS FAMOUS

® 10mm Edgell Supa Crunch Ultrafast Chips 6 x 2kg Product Code 40729

ly through Now available exclusive

TARGET YOUR MARKETING, DEFINE YOUR AUDIENCE, HONE YOUR STRATEGY WITH US. Want to talk to CUSTOMERS? ! t s r i f s u o Talk t

(09) 304 0142 ext 704 felicity@reviewmags.com

column

Co

Kathrine

Rich -

Ch ief

w Zealand Food & G , Ne r oc ery

cil un

FOOD AND GROCERY SOLDIERS

Ex

e utiv ec

By Katherine Rich, Chief Executive, New Zealand Food & Grocery Council

"Following the announcement of the latest Level 4 lockdown, the Police tweeted, “Go Home, Stay Home. You’re It”, in reference to a favourite childhood game for many of us.

A

t the time, I thought it was clever and humorous social media, but I didn’t appreciate how well it prophesised the reality for supermarkets till later.

Being places most New Zealanders visit at least once in any given week, lockdown provisions cemented this in, so it’s certainly not a surprise supermarkets dominated the Government’s official “places of interest” register.

The orderly process of identifying close contacts to COVID cases has meant (at the time of writing) 450 places of interest and more than 32,000 close contacts. The flow-on effect of school closures has meant even more people have no choice but to “Go home, stay home”.

The New Zealand Food & Grocery Council has been making the point clearly in the six official COVID response groups we sit on (including our Chairman, Mike Pretty, doing legendary work on behalf of members) that we can’t run the risk of having too many people tapped out and at home, meaning our factories are not producing and our retail partners’ stores are closed. People need to be fed.

History makes it clear citizens will endure all sorts of things for a period of time, but the moment there’s a whiff of a food (or grocery) supply problem then things can go pear-shaped and panicky pretty quickly.

At various times down through history, people have rioted over everything from potatoes to salt, and particularly bread. Lord Cameron of Dillington, head of the United Kingdom’s Countryside Agency, which was charged with reviewing their food security plan in 2008, said he thought they were “nine meals from anarchy”.

Some writers suggested this was melodramatic and potentially the title of a bad Hollywood film, but the genuine point is panic-buying and poor behaviour can and will occur when shoppers are anxious and believe they won’t be able to access their essential goods. This is why the recent suggestion by a COVID modelling expert that “selectively closing supermarkets” should be considered was received with a mix of surprise and horror from those who understand the role of a robust supply of food and essentials in keeping people calm.

Everyone in the supply chain in our industry – from farmers, manufacturers, and importers, through to distribution centre workers, truck drivers, merchandisers, and supermarket checkout operators – knows a seamless supply (as much as possible) of essentials is a key factor in keeping people calm.

In the latest outbreak, NZFGC members in the Auckland area reported early on the significant impact of losing staff in key distribution and manufacturing roles was

slowing the fulfilment of orders.

We can only imagine the complexity for the two supermarket chains trying to keep stores open and shelves filled at a time they are constantly having to send workers home because they were in the wrong place at the wrong time in their “place of interest”.

In this regard, the work being done by all readers of Supermarket News has been outstanding and I and all suppliers salute you.

The Ministry for Primary Industries is also working extremely hard at the behest of Food Safety Minister Ayesha Verrall to support manufacturers of food and essentials to stay safe to keep supplying critical supplies in the event of COVID-positive cases within the team.

As I have mentioned regularly, excellent COVID protocols are the difference between being deemed a contact and (and safely) a casual +.

Supplier members I have spoken to have excellent protocols in place, including running separate shift bubbles, locking down facilities, maintaining strict separation and mask wearing at all times, CCTV footage, temperature checks, tracking vaccine statuses … the whole nine yards, and more.

If NZFGC members get a COVIDpositive case and want assistance with the process, do not hesitate to contact us. We’re here to support you."

September 2021

I 27

-M ana gin g

Leadership

Com pa n

y

Gerry Lynch

D

e R eal r, Th o t c ire

"It is tough being behind a computer for most of the day, with no people to talk to and maybe only a pet following you around. This is the world most of us live in now and for the next few weeks at least, so how can we ensure that our mental and physical health does not suffer as a result?

F

irstly, go easy on yourself; it is normal that you might not be as productive as you are in the office or feel sad because you miss people.

That is all ok, so take the time to stop and listen to how you feel and then think about what you can do to adapt to the ‘new normal.’

One model I like that can help us think about this situation is Stephen Covey’s circle of control/influence and concern from ‘The 7 Habits of Highly Successful People’.

Many of us are spending too much time in the ‘Circle of concern’. ‘How long will

28

I

supermarketnews.co.nz

THE CIRCLE OF CONCERN this lockdown last?’ ‘Why are people not getting vaccinated faster?’ You can’t change this, so stop wasting energy on it.

What can you directly control? How you structure your day is crucial for lockdowns.

I had a situation with someone booking back-to-back zooms and I know that I need at least a 5 minutes break every hour, so I said to the organiser that 10 minutes between meetings worked for others too, but they just hadn’t spoken up.

You can control your attitude and intentions. I have stopped listening to the news in the morning. There is plenty of

evidence to show hearing ‘bad’ news first thing in the morning does not set you up well for the day, so either find good news or something that sets you up positively and gives you energy.

The other key elements that most lockdown strategies focus on are: 1.Structure – Ensure that you plan out your day, build in regular breaks, get out into the fresh air at times and don’t overpack your day with zooms (if you have control over them). Make sure there is a clear start and end to your day, and don’t feel guilty if you know you start at nine and finish at four.

2.Exercise – Even getting out for a 15minute walk will make a difference.

Little and often is better than once or twice a week 3.Sleep – The above will help with your sleep, but it goes without saying that if you are stressed in the day, you will not sleep well, and it will impact the following day.

4.Make sure you use technology to connect more with friends to get the people interaction you would generally have at work. The mental health NZ theme this year (w/c 27th Sept) is to take “time to korero” (take time to chat) 5.If you are struggling, make sure you reach out for help. There are also a few resources below to do a self-check-in.

Remember, focus on your attitude and actions, and accept that there will be other stuff outside your control.

I am passionate about building great leaders and high-performance teams and cultures, so if you need some help and want to be challenged to be your best, drop me a line – Gerry@realleadershipNZ.co.nz."

column

e

or, ect D ir

Z Ma d e Buy N

Dane Amble r-E

x ec uti v

buynzmade

GET VACCINATED TO SUPPORT LOCAL BUSINESSes Dane Ambler is the Executive Director of Buy NZ Made, we caught up with Dane to hear his thoughts on the lockdowns and the effect on businesses.

P

ublic acceptance and uptake of the COVID-19 vaccine is the most effective tool to enable businesses to keep their doors open.

Lockdowns, the tracer app, mask-wearing and physical distancing have played a crucial role in slowing and tracing infection, but vaccination has been the missing piece of the puzzle.

The contagiousness of the Delta variant poses huge challenges for business, but it should also be a game-changer for the vaccine-hesitant. Uncertainty for business owners and employers is widespread, and Level 4 lockdown costs New Zealand $1.5 billion each week.

Right now, just 15 percent of New Zealand’s businesses can operate at Alert Level 4. Getting to 90 percent vaccine coverage by the end of the year would likely allow all businesses to open indefinitely.

It will also allow us to open the border and let tourism businesses thrive. Nobody wants to live with permanent restrictions, especially not business owners who have borne the brunt of lockdowns for the past 18-months.

It is disappointing that new Ministry of

30

I

supermarketnews.co.nz

Health data has found almost a quarter of the population is ‘unsure’ or ‘definitely not getting vaccinated’.

Getting vaccinated not only protects you but also drastically reduces the spread to friends, family and co-workers. The vaccine does not provide 100 percent protection, but it is the best option. Clinical trials for the Pfizer vaccine shows it is 95.3 percent effective against the severe side effects of COVID-19. The vaccines must undergo stringent testing in clinical trials to prove their safety and effectiveness.

So far, the response to COVID-19 has appropriately prioritised health and financial sustainability.

This time last year, economists were predicting the economic toll of the pandemic to lie between the recessions of the 1980's and the Great Depression. Unemployment was tipped to hit double figures for the first time in 30-odd years.

But we are not out of the woods yet.

So far, we have all played our part to drive New Zealand out of recession and keep Kiwis in jobs.

With Delta in the community and the

country locked down, it is time to step up once again and prove our commitment to local businesses by getting jabbed - opening the door for tourism, business travel and trade with other highly-vaccinated countries.

Government must stamp out COVID-19 misinformation.

In 1885, more than 2000 rioters stormed the streets of Montreal, protesting mandatory vaccinations.

“Kill the vaccinators,” they shouted, spurred on by a distrust of the government. The city had just imposed compulsory vaccinations to fight the smallpox epidemic. Smallpox went on to kill 300 million people in the 20th century.

Eventually, people came to their senses, and smallpox became the first infectious disease to be eradicated by deliberate intervention.

The point of this historical insight is not to advocate for making vaccines mandatory but to ask the question, ‘what have we learnt from the past?’

In the words of George Santayana, “Those who do not learn history are doomed to repeat it.”

We are now in the grips of another health crisis, and more needs to be done to prevent COVID-19 misinformation. A lot of this is in the hands of social networks, and individuals should report misinformation to the police or directly to the platform.

The government is yet to set a vaccination goal, and with Delta showing no signs of slowing, reaching herd immunity will be challenging. The government needs to set a strong vaccination target of 90 percent or above, improve its education campaign and work with businesses to encourage employees to get the jab.

Incentivising the unvaccinated will be critical to reaching high vaccination rates, and now is the time to think about reaching out and convincing those sitting on the fence. n

Bob Wa lke r-

IN A (SORT-OF) POST COVID WORLD

By Bob Walker, Career Coach and Recruiter

"When I planned this article, the title seemed a logical follow-up to a piece I wrote the other month about looking for a job in the current market. As I write this, we are back in lockdown and may well still be when you get to read it.

D

espite this hiccup, there is no doubt that employers are facing significant challenges in the months ahead as they look to secure ‘top talent’, or indeed any talent.

Current ‘blips’ aside, New Zealand is experiencing the most competitive job market I have seen since moving to these fair shores almost exactly 15 years ago. SEEK has been reporting record numbers of job listings in recent months, and overall volumes are greater than they were pre-COVID. In addition, applicant numbers have plummeted and will continue to remain low whilst the borders remain closed.

Further complicating the situation is the highly ‘virtual’ nature of the world we now inhabit. The old fashioned premise of interviewing in person is no longer always possible or even desirable. And yet, far too few businesses are set up and have the processes in place to recruit virtually. Ask yourself a question, is your organisation able to make an appointment without shaking a hand in real life? Because if you’re not, there is a good chance your competitors are.

And let’s not forget candidate expectations around that strange notion of flexibility.

For far too long, businesses have waffled on about culture and flexibility without doing a great deal to back it up. A table tennis table and finishing an hour early on a Friday to drink a warm glass of cheap wine are not going to cut it in the brave new world of work.

So, what can you do as an organisation to give yourself the best possible chance of success when it comes to hiring?

Firstly, know your pitch, your proposition, your EVP. If you haven’t got one, now is a

good time to hammer out the essence of what is you offer a potential employee. Can you answer the question “Why should I join your company?” Do you know your policy on flexible working, and do you have the tools and infrastructure in place to make it a reality? Equally important, do your hiring managers know how to present it at an interview. And whilst on the subject, do your hiring managers know how to interview? Do they understand that an interview should be a two-way sales process?

Next, make sure the role you are looking to fill is clearly defined. What core skills and experiences do you need to give yourself (and the new starter) the best possible chance of success? Do they need to have sold the same widget or product as you, or can you look at the broader experience and teach your ‘unique’ product or offering specifics?

And do you know what success looks like?

Now it’s time to plan your recruitment strategy. Yes, strategy. Punting an advert on SEEK and sitting back is not necessarily going to give you the best possible chances of success. Do you have the resources internally to manage the whole process? What channels are you going to use to identify prospects proactively? Are you going to widen the net and engage a recruiter? Top tip, if you are, pick one and run with them. If you’d like the inside track on what happens when you brief a host of recruitment companies, just let me know. You probably won’t like what I have to tell you. And if you are going to engage a recruiter, do you know what they are doing for their money.

Second top tip. Not all recruiters are the same, work in the same way and charge in the same way. Again, hit me up if you’d like

a dispassionate view on the ‘murky’ world of recruitment from someone who has spent the last 25 years in the sector.

So far, so good. By now, you’ve hopefully secured some ‘prospects’ to put through to interview. Make sure you have a well-defined interview process, with timescales set out.

Don’t run the risk of losing that perfect candidate because the decision-makers diary is full. Move at pace, keep all relevant parties informed and hopefully, you will soon be getting that all-important signature on the dotted line.

Success! Well, nearly, don’t forget the little matter of onboarding. Too many organisations drop the ball once they’ve crossed the line by not getting the basics in place and having a well-designed induction plan for new starters. The stats on how many people decide to leave a role in the first month are not pretty.

Finally, remember each candidate is a human being who may also be a potential customer. Please treat them with a basic level of dignity. The recruitment black hole is a real thing. The least you can do is reach out to unsuccessful applicants by email and let them know where they stand. Or by phone, if you have interviewed them. Boldly stating in an advert that you will only contact successful applicants is lazy, arrogant, poor practice and simply unacceptable. If your organisation or recruiter is guilty of this (and too many supposedly leading brands are guilty), then challenge them. If they don’t understand where they are falling short, it is time to change your processes, personnel, or recruitment provider accordingly.

Good luck!"

Bob is a ‘seasoned’ recruiter and career coach. You can find him on LinkedIn or at www.bobwalker.co.nz.

32

I

supermarketnews.co.nz

Recruiter h And oac rC ree Ca

HOW TO RECRUIT

column

September 2021

I 33

42

I

supermarketnews.co.nz