Creating a world first category, with a world class product.
Michael and Jina Tripodi of Redland Orchards in Victoria, Australia needed someone with industry knowledge to develop a clever brand, high impact packaging and a smart category strategy for their new shelled borlotti bean product. The key to success would be unlocking the potential this world-first product had to offer.
As part of Lisa Cork’s FreshInsights™ process, extensive product, market and consumer behaviour research was undertaken to define the target shopper and purchase triggers. Overseas trends showed specialist produce marketers were starting to dabble in this category but in Australia, it was completely breaking new ground.
Key findings included:
· Growing demand for vegetarian products like borlotti beans.
· Increasing awareness for the environmental impact of red meat.
· Strong growth in vegetarian products sales.
· Independent greengrocers offer borlotti beans, but not in a shelled format.
· An opportunity for a whole range of freshly shelled legume products.
With canned, frozen or dried legumes being the norm, the branding and packaging had to be carefully developed with an eye on the future and for the range to be able to expand over time.
The product was targeted to fit within the fresh produce department. But to stand out, the product name and brand needed to get attention. Research showed repeat comments about the beans looking like jewels… so Edible Gems™ was created.
Edible Gems was launched with a PR campaign resulting in strong consumer demand and support for the brand. Over 250 emails were received requesting stockists and within 12 months, the product was stocked in mainstream retail outlets in Australia.