fmcg november 2010

THE BUSINESS OF MANUFACTURING LOGISTICS SUPERMARKETING

NOVEMbEr 2010 VOluME 16 No 10 $9.15

INCORPORATING

F M C G . C O . N z F O O d N E w S . C O . N z

942

1902

2510

16

Our New Logo

The new Hellers logo in the form of a hanging butchers

sign echos the roots of Hellers through generations of

butchers passionate about their trade. Its loaded with

connotations of the charm, craft and credibility of a local

smallgoods supplier. The new logo also has the signature

as sure as Hellers, carrying with it a friendly assurance

of quality.

Date December January February

TV Bacon

Magazines Shaved Meats

Magazines Ham

Welcome to the new look

Hellers. The Hellers brand and

range of products has had a

revamp with a new logo and

packaging that our research

showed consumers love.

Shaved Meat and Hams will

be the rst to be rolled out

followed by more of our range

early next year.

Todd Heller

The new packaging brings a fresh new

visual approach to Hellers products

with appealing food photography and

a butchers shop look. Todd Hellers

personal comments and his signature,

reinforce the assurance of quality.

Hellers Ham on the Bone is a

great NZ Christmas favourite

and the new packaging

promises that your customers

will always get a superb quality

ham. They will also feature,

when appropriate, the Hellers

Free Farmed stamp.

Hellers is introducing the new look labels with a blitz of advertising in

magazines and TV. Watch out for the new look for Hellers Xmas Hams and

Shaved Meats in New Zealands leading magazines. And your New Year bacon

sales get a great lift with a weighty advertising schedule on TV1, TV2, and

TV3.

Hellers superior quality Shaved Meats. Hellers unbeatable

100% NZ Ham on the Bone.

Big Advertising Support.

Hellers new look is desi

gned to attract

consumers to your chille

rs. Take advantage of

this, and our advertisin

g support, with a great

Hellers display and rea

p the rewards.

Improve your cabinet sal

es.

Look at our

New Look.

Take a

58

OUR COVER New Lemon Delicious with

Kerikeri Lemons from the Puhoi Valley range has driven

incremental growth for the brand.

27

6 Editors note8 Industry news25 Whats hot

Features20 RFID

The networked world: a brave beginning

40 Food safety Always first

48 Foodtech Packtech Firsts from this industry show

Category checks27 Personal wash34 Milk, cheese and yoghurt38 Batteries

Regulars16 Beef&Lamb

Spring lamb time again

17 Fresh and local In season

18 FGC Dont believe the hype

20

cont

ents

NO

VE

MB

ER

20

10

60

64

48

19 GS1 Sixteen for the price of one

42 Nargon Labour signals GST battle

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

51 Branding The private brand movement

64 Snap Spotted out and about

65 Diary Your guide to upcoming industry events

52 Feature Security

56 Nargon Consumers heading back to the future

57 Directory

58 Feature The angels share

60 Industry news63 Profile

John Tealing, CEO, Cooley Distillery

cont

ents

NO

VE

MB

ER

20

10

$300K MEDIA SUPPORT

IN DECEMBER

A GREAT NEW INNOVATION TO NATURALLY REPAIR DAMAGED HAIR

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Source: Aztec, Total Grocery, $ Sales, MAT to 12.09.10

L O C 2 1 7 8 _ F M C G _ F P . p d f P a g e 1 2 2 / 1 0 / 1 0 , 6 : 0 3 P M

editor s note

Incorporating

Serving the business of manufacturing, logistics and supermarketing

ISSN: 1175-8279 (Print), 1179-8718 (Online).

Mediaweb LimitedPO Box 5544Wellesley Street, Auckland 1141Phone 09-845 5114Fax 09-845 5116www.mediaweb.co.nz

PublisherUsed on a white background

Used on a black background

Official b2b magazine for the Gluten Free Food & Allergy Shows.Media sponsor: Pride in Print Awards.

PAuliNe herbsT ediTor [email protected]

Ashley KrAmer seNior AccouNT mANAger Mob: 021 232 9401 [email protected]

PeTer corcorAN AccouNT mANAger Mob: 021 272 7227 [email protected]

The opinions and material published in FMCG are not necessarily those of the publisher except where specifically stated.

2010 Mediaweb Limited.

ProducTioN mANAgerFran Marshall (09-832 0024)[email protected]

desigNCherie Tagaloa

[email protected] 09-845 5114$90.00 a year (incl GST) for 11 issuesAustralia $150.00Rest of the world $190.00

PriNTiNg & Pre-PressBenefitz

Pauline Herbst, Editor

Fond farewell

A Spanish proverb maintains that the belly rules the mind. This is even more so when your mind is preoccupied with food continually because you edit the industry title. I took over this role with the November issue last year and will be ending it full cycle as this November issue goes to print.

Ive enjoyed being a part of this fast-paced industry and the highs and lows that come with it. Where else do you get to juggle offal tastings with premium wine, go on road trips to pubs (cheers DB) and sample the latest decadent delights in the

chilled dessert category?I will however be passing the editors

pen and sampling plate to a more than worthy candidate, Tamara Rubanowski. Tamara is the former editor of Essentially Food and although the food and beverage world briefly lost her to health and business writing, she has been lured back into the fold. Youll be able to see her impeccable touch from the December issue.

For me, Im off to join the realm of bits, bytes and shiny boxes as I take on a new challenge. My belly is still coming to terms with its loss.

Vol 16 No 10 NoVember 2010 issN 1175-8279

One of the very nicest things about life is the way we must regularly stop whatever it is we are doing and devote our attention to eating.Luciano Pavarotti and William Wright, Pavarotti, My Own Story

The hottest news about your industry, delivered fresh to your inbox twice a week. Up to date Relevant Topical

Stay in the loop by subscribing to our free twice-weekly email newsletter at www.foodnews.co.nz/subscribe or go to www.fmcg.co.nz for features, news, category checks and blogs at your fi ngertips 24/7/365.

Online

Contact Ashley Kramer at [email protected] or Peter Corcoran at [email protected] to fi nd out about

our print and online packages. To discuss editorial submissions contact Pauline Herbst at [email protected].

BACARDI STORY IN A BOTTLEWe showed you some of the

pics from Bacardi ambassador

and mixologist David Cordobas

visit to New Zealand but didnt

tell you the story behind them.

To find out how to read the

story hidden in every bottle

racked in a bar, visit

www.fmcg.co.nz.

NEW PRODUCTSFrom Gillette Venus Spa Breeze to Jim Beams

Big BBQ Box a sneak peek at the products that

didnt make it into print but live on forever online.

DAIRY QUEENSheryn Cook, Kaimai

Cheeses general manager

discovered the world of

specialist cheese after years

of working in the dairy

industry, both here and

overseas. One could say

Cook was looking for new

pastures. Read about the

successful business online.

SUMPTUOUS SIALIt was summed up in a couple of phrases: competitive

food industries, fruitful business meetings and the

globalisation of trade boosting the worldwide upturn.

Check out FMCGs snapshot of SIAL.

PLUSAn extensive archive of previous

issues of FMCG you may have

missed as well as news, category

reports and more.

@Whats online www.fmcg.co.nzFMCG has a few web exclusive features to get you clicking.TEMPRANILLO IN OTAGO

BWS editor Pauline

Herbst had the

opportunity to

try Otagos only

tempranillo, barely

a week after it was

launched. Youll find

out more about the

labels housed in

bungy co-founder

Henry Van Aschs wine

cellar, The Winehouse:

van Asch, Rock Ferry

and Freefall.

news

8 FMCG NOVEMbEr 2010

Major $45 Million MushrooMCanterbury-based Meadow Mushrooms is undergoing an

extensive $45-million expansion at its production facilities at

Norwood and Wilmers Roads on the outskirts of Christchurch.

Meadow Mushrooms chief executive Roger Young says the

development demonstrates the companys confidence in the

future market and its commitment to the community.

The expansion will create substantial additional employment,

making the company one of the largest employers in the

region and firmly securing its place as a major Canterbury

business, he says.

The business was established in Cyprus in 1968 by well-known

businessman and former senior politician, Philip Burdon, and

his business partner Roger Giles. Both men invested $17,000 in

1970, in the New Zealand company, which has since self-funded

its own growth.

Staff numbers have grown from 11 in 1970 to a labour force

of more than 500 today, making the company the largest

producer of mushrooms in New Zealand and the second

largest in Australasia.

However Meadow Mushrooms board chairman Philip Burdon

says it hasnt all been plain sailing.

At its inception Meadow Mushrooms was mocked as a

ridiculous pipe dream and its certainly not been a one-way

success story, he says.

Now, however, the company can legitimately claim to have

established one of the largest and most sophisticated agri-

businesses in the country for which we can be very proud.

Young says growing mushrooms isnt easy and doing it

successfully on a commercial scale is difficult, so this

development project will help set the company up for

the future.

The art of mushroom growing has become very technical

and science-based, so the expansion will utilise world-leading

innovative techniques. The new technology involved will

see composting moved into specialist buildings designed to

capture and treat any contaminants, he says.

All key processes will be computer controlled and monitored.

The level of recycling will be enhanced with ammonia gas

converted to a nutrient input and all waste water returned to

the process.

Rainwater will also be collected from roofs and hard-

stand areas for use in the composting process to ensure we

become the most environmentally-sensitive farming industry

in the country.

He says the expansion will see the overhaul of composting,

where large tunnels and bunkers will be built to increase

production capacity and enable composting in a bulk format.

Another major part of the expansion involves the

establishment of a modern, high-tech growing farm based

on the Dutch shelf system and the construction of a new

purpose-built pack shed.

This expansion will ensure Meadow Mushrooms will be

able to meet growing demand and will dramatically improve

efficiency and productivity, says Young.

He says the expansion is planned to be completed by

early 2011, just in time to celebrate the 40th anniversary of

Meadow Mushrooms. l

Mother Energy Drink is the exclusive beverage sponsor of the

first New Zealand owned helicopter engine turbine powered

jet boat.

Partnering with the boats owner and local legend John Derry,

the custom-made Mother jet boat was recently unveiled at the

Blenheim Boat Show.

Delina Shields, marketing manager, Still Beverages, Coca-Cola

Oceania, says, Partnering with a boat containing a massive jet

engine is the perfect match for Mother Energy Drink which

is all about delivering a Mother of an energy hit. Were very

proud to be working with John Derry in bringing it to the New

Zealand public.

Following the Blenheim

Boat Show, the jet boat

will appear at several

races giving further

exposure and profile for

the brand.

One of only two in the world, the custom-made Mother vessel

is the first New Zealand owned turbine powered jet boat. With

a turbine helicopter engine and 1270 foot-pounds of torque,

the 1350 horsepower boat can reach in excess of 200kph. l

Mother of a sponsorship

news

NOVEMbEr 2010 FMCG 9

aussies fall for CharliesIn a breakthrough multi-million dollar deal, Australasian

beverage company Charlies Group (NZX:CHA) has cracked

the Aussie market with supermarket giant Coles stocking 11

of Charlies products nationally.

The deal has the potential to double the size of Charlies

Group Australia which had sales of $7 million in the year to

June 30, 2010 and contributed $1.8m in EBITDA.

Spearheading the range is Charlies Old Fashioned Lemonade.

It is supported by a further 10 Charlies products, including

the brands famed Spirulina Smoothie, eight of which will be

available in 750 Coles supermarkets across Australia from early

November.

The deal is so big Charlies needs to squeeze around four

million extra lemons every year a 300 percent increase just

to meet the demand for the Old Fashioned Quencher range.

Charlies Group CEO Stefan Lepionka says the Australian

juice market is very well developed and a tough one to

crack. Our not from concentrate positioning has proven

its value, he says. We now have a very big foot in the Aussie

market door because we use the best ingredients and have

innovative, honest and fun packaging.

Charlies Old Fashioned Lemonade is a favourite amongst

New Zealanders so we were keen to see what our Australian

cousins thought of it. The sales team has been working on

the deal with Coles for more than 12 months and the Charlies

Quenchers and Smoothies have been trialled in 37 selected

stores across the country.

Lepionka says it will significantly grow Australian revenues

further and bring 30-35 percent extra volume through the

production facility set up in 2008. He says Australias warm

climate and 22 million people provide significant potential for

Charlies.

The product launch is backed by an in-store marketing

programme and a cheeky consumer marketing launch.

The Charlies brand was launched in Australia only two years

ago and along with the companys other brand Phoenix

Organics, have both gained favour in some of the nations

trendiest cafs, restaurants and hotels.

Lepionka says it is those establishments that drive choice

and opinion and by proving itself in them, Charlies has grown

demand among a wider customer and consumer base.

Charlies varieties ranged by Coles in Australia are Old Fashioned

Lemonade Quencher, Mango and Orange Quencher and

Raspberry Quencher. Smoothie flavours ranged include Berry,

Spirulina, Guava and Mango.

There are 750 Coles supermarkets in Australia with 100,000-

plus employees and more than 11 million customer transactions

every week.

Charlies Group reported record earnings of $3.4 million in the

year to June 30, 2010. It achieved 39 percent sales growth in

Australia and 33 percent growth in other export markets. l

CARING FOR YOU AND YOUR CHARITY Congratulations to Helen Kirdy who has won $10,000 for herself and $10,000 for her chosen charity CanTeen, simply by purchasing Garnier Fructis and entering to win. Well done to them both.Pictured from left to right: Nicola Penman (LOreal), Judy Sheppard (New World), Helen Kirdy, and Sam McConnell (CanTeen).

LOC2177

L O C 2 1 7 7 _ 1 0 k Wi n n e r F M . p d f P a g e 1 1 5 / 1 0 / 1 0 , 1 0 : 2 1 A M

news


new teChnology helps fairtradeBelieved to be the first of its kind in the world, an instore ad experience

at Victoria Park New World for All Good Bananas featured a unique

piece of technology called the Audio Spotlight that directs a narrow

beam of sound into a confined area, which only the person standing

there can hear.

Matt Williams and Freddie Coltart, the young creatives at Ogilvy ad

agency who developed the concept for the promotion, say that

customers who stand on the floor sign in front of the All Good Bananas

stand will hear a message that intends to prick their conscience to

consider the fair trade product.

The decision to buy fair trade products is ultimately made by our

conscience. Its an active choice based on individual values, says

Williams. With the Audio Spotlight technology, we saw a clever way

to communicate individually with shoppers, by actually posing as their

conscience, and giving them some information about fair trade options

that they might not have had before.

Part of the message, voiced by Kiwi actress Rose McIver says, Know

who I am? Im that inner voice. I want to talk to you about something,

something really important Fairtrade choosing them means youre

helping growers feed their families and support their communities

they get paid a fair price. So now you know which ones to choose,

make a good choice.

Williams says he first heard about the Audio Spotlight technology

through the internet, and learned it had been used most often

in locations like museums or libraries for simple information

communication purposes. He says it was immediately clear to him that it

could be easily used for a unique advertising idea.

As far as we know, this is the first time this technology has been used in

this dramatic way that clearly takes advantage of the products unique

capabilities, says Williams; Provision Technologies from Auckland, in

conjunction with Holosonics, the USA-based manufacturer, were very

supportive of the concept and have loaned us the technology at no

cost, because it is supporting such a good cause.

Simon Coley, director of All Good Bananas, says hes thrilled that the

installation will be communicating the fair trade story to shoppers in a

way that makes a powerful impact.

Our message is that fair trade products are not only good for the

growers and their communities, theyre also good for the environment

because they are sustainably grown, and good for you. Thats something

that comes through loud and clear in this promotion, even though the

audio itself will be relatively quiet!

Victoria Park New World Store Owner Jason Witehira is also pleased

with the installation and has been impressed by his customers initial

reactions to it; Im always looking for innovative ways to tell the stories

about products like these to our customers, he says.

The installation was on display at the Victoria Park New World

supermarket in Auckland until the end of October. l

... is a process that involves expertise

on many different levels. We know

that the growing region, the processing

equipment, quality and health

standards, suitable packaging, lab

testing, ef cient shipping and so much

more all play a major role in the end

result a superior processed potato

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Trademeat FP FMCG1110.indd 8 28/10/10 10:38:17 AM

news


taste of suCCessFood manufacturing business Tasti Products has won a raft

of awards at the 2010 Westpac Waitakere Business awards.

Tasti is an entrepreneurial and agile organisation with a 70-

year history of traditional product focus, now diversifying in

cereal and nutritional snack markets.

The business commitment to staff through education,

recognition, internal promotion and team events was one

factor that won it the Alloy Yachts Employer of Choice

Award. Others included a literacy programme and

a wellness programme. Tasti is also a good community

citizen involving its staff in a major native forest and Kiwi

conservation project.

The judges were also impressed with Tastis export story,

which started seriously in 2000 and has now reached 52%

of total turnover. Its focus has been on cracking the tough

Australian supermarket chains, winning it the Babich Wines

Export Business Award. All products are manufactured at

Tastis factory at Te Atatu peninsula, and 20 containers of

product are exported to shelves in 4000 supermarkets

throughout Australia each week. New export targets have

now also been set for Asia and the Middle East.

The final coup was the Douglas Pharmaceuticals Best Large

Business Award, due to Tasti Products dedicated focus on

new product development and developing strong distribution

channels in the domestic and export markets, Tasti has grown

substantially and profitably over the past five years.

Judges saw a clear management structure and a focus on

employee wellbeing, along with development of their skills

and potential career paths. They were impressed by Tastis

social conscience, which was demonstrated through a range

of initiatives and acknowledgement of the need for

work-life balance. l

The team at Tasti celebrate their multiple wins.

sweetening salesThis months cover features new Lemon Delicious with Kerikeri

Lemons from the Puhoi Valley range of premium indulgent

yoghurts. Using tangy, yet sweet Kerikeri Lemons, this launch

has driven incremental growth for the brand, which has been

offering New Zealand consumers delicious yoghurts for over

five years.

Puhoi Valley Yoghurt prides itself in using only New Zealand

sourced fruits, as shown in other variants within the range such

as Divine Berries from Nelson Bays and Central Otago Apricots

and Honey. With skus available in 450g and 200g pots (selected

flavours only), Puhoi Valleys yoghurt is ideal for a range of

breakfast, brunch and dessert occasions. l

Client: Code:

Date:

Client Sign-off: Date: / / Meadow Mushrooms MM_Ports400

24-09-10 Label Size:50 x 90.25mm

2nd Proof

IMPORTANT Please check this proof for spelling errors and layout. Mark alterations clearly, if alterations are required please do not sign until corrections are completed. This specification is for a layout and visual guide only and does not necessarily indicate final print. All colours are matched to designated PMS colours or CMYK colours as per customer specifications. Clients signature is authority to proceed with order as per proof guide. Please return to GEON. Po Box 19707 Christchurch. Fax 03 384 2905. email [email protected] GEON Signature verifies that the product you require matches the sample provided.

Overgloss 100% Registered

Matt 100% Registered

Laminated

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RefrigerateNet Weightwhen packed400gmMeadow Mushrooms Ltd. Springs Road, Prebbleton, Canterbury, New Zealand.

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news


swift winner

governMent and industry Meet

Porirua local Chris

Brough had test driven a

Suzuki Swift just weeks

before being told he

had won a brand new

one, thanks to Ingham.

You hear of people

winning these sorts

of competitions but

you never think it

will happen to you,

says Brough. When I

was told I had won, I

thought someone was

having me on, he says.

The brand new red

Suzuki Swift was the

grand prize in Inghams

Win Red promotion,

where entrants had the

chance to win hundreds of red prizes, including red Sony

Handycams, MP3 players and digital cameras, RJs red licorice

and Ingham Red Box products.

Customers were encouraged to purchase two products from

the Ingham Red Box range (which includes Chicken Cordon

Bleu, Kiev, Chicken Tenders, Lite Chicken Breast Fillets and

Duets) to go into the draw to win prizes. Broughs winning

purchases were Ingham Chicken Kievs, but he says he and his

family love the whole Ingham range.

Jonathan Gray, Ingham national sales manager, was on hand

to present Brough with the keys to his new car. Were

absolutely thrilled for Chris and his family, Gray says.

Its fantastic to be able to give away this prize to such a

deserving family.

Brough bought the winning Chicken Kievs from New World in

Whitby, Porirua, and owner/operator Colleen Cameron says

she is pleased a local took the top prize.

Cameron even recognised him as the friendly neighbour who

had knocked on her door just weeks earlier to tell her that

her car lights were left on.

Meanwhile Brough is looking forward to getting rid of the old

car and taking his new Suzuki for a spin.

This is the first time we have ever won anything the whole

family is absolutely rapt. l

Helping Kiwis get healthier by promoting and enabling balanced

diets and active lifestyles is an approach shared by the

Government and members of the Food Industry Group.

At a recent meeting with CEOs and food industry members,

Health Minister Tony Ryall said, Working with industry and

food manufacturers constructively is an approach Government

supports and we want to see more examples of the

achievements in this area.

Government continues to invest in addressing this issue through

a $60-million commitment to nutrition and exercise. The

KiwiSport programme will see $20 million provided to sports

trusts and schools and provides opportunities for support and

partnership with food manufacturers and retailers.

Examples of recent industry work shared with the Minister

include:

The Eat Wise and Exercise campaign (a collaboration between

Foodstuffs supermarkets, brand owners and the Heart

Foundation)

Progressive Enterprises Fresh Food Kids

The new Childrens Code for Advertising Food

Getting it Right for Children (television advertising zones)

New product development from Prolife Foods

Removal of 30 tonnes of saturated fat in Burger King stores

Nestl reformulation and education programmes. l

news


Thousands of visitors and rowers at the 2010 World Rowing

Championships will be urged to give it back and recycle

due to the launch of an event recycling programme by

Coca-Cola Amatil New Zealand (CCANZ).

Winning an IOC Oceania award in 2009 for the events

Project Rainbow goals, including a carbon reduction plan

and a zero waste plan, Karapiro 2010 has worked with Coca-

Cola to introduce a unique and innovative public place

recycling programme for the championships.

This includes the set up of 150 specially designed recycling

bins alongside waste bins from the park and ride to the

lakeside, flags identifying the bin clusters, banners, big

screen animation and a volunteer force of 60+ Green Team

members, actively encouraging people to recycle.

Tom Mayo, CEO of the 2010 World Rowing Championships,

says: This is New Zealands most significant sports event

of 2010 and the world is watching how its run. With its

high level of sustainability and environmental commitment,

Project Rainbow will potentially form the template for

future global events. The infrastructure commitment made

by Coca-Cola in helping us achieve our zero waste target is

a visible and tangible way event visitors can play their part.

Coca-Cola Amatil will undertake post event calculation and

reporting of actual recycling rates over the entire event,

including volumes of recyclable plastic collected. This will

be used as a benchmark for future events.

Kylla Petersen, CCANZs recycling activation manager for

the 2010 World Rowing Championships, says: Our goal

is to be a catalyst for positive change in recycling. This

partnership with the 2010 World Rowing Championships is

a great way to encourage people to recycle when theyre

out and about.

New Zealanders are great recyclers when given the chance,

just consider the 97% reported rate of metropolitan

recycling when theres easy access to kerbside or drop-off

recycling services.

We want to decrease the amount of recyclables going

needlessly to landfill, whether thats bottles or cans. All

of our containers can be recycled and reused, and were

working hard to help the public make the right choice

when disposing of their can or bottle.

Trial event recycling at the annual Christchurch and

Auckland Coca-Cola Christmas in the Park has seen event

recycling increase by 580% since 2005. l

rowing for green


Spring lamb time again

As a butcher of 40 years I well remember this time of the year with the new seasons lamb coming on stream.

In those days there was a lot more hogget sold and, as a result, the arrival of spring lamb was a much bigger deal and butchers promoted its arrival.

So what has changed? Mainly the fact lamb is more readily available all year round these days; therefore the arrival in November of the new seasons lamb has less of an impact.

Nevertheless, in spite of potential supply issues this season due to export demand and the storms in the deep South during September, we at Beef + Lamb New Zealand think we should promote our new sea-sons lamb.

Firstly, comes the start of a new promotion through our Hallmark of Excellence restaurants over the month of November.

By dining on lamb, in a participating New Zealand Beef and Lamb Hallmark of Excellence restaurant during November, customers can win a years supply of lamb from Gourmet Direct, delivered to their home each month a prize pack worth more than $2000. And the restaurant, which sells the lamb dish to the winning customer, will also receive lamb to the value of $1000 supplied by Gourmet Direct.

This promotion should help steer diners towards the lamb on the menu. A list of participating restaurants can be found at www.beeflambnz.co.nz.

Secondly, comes the Lamb Festival. This is a brand new idea, with a month of activities scheduled to begin on Valentines Day and culminating at the Golden Lamb Awards, aka the Glammies in Wanaka on 11-12 March 2011.

The aim is to create a real publicity boost for lamb and help increase consumer demand. The month will be a celebration of New Zealand lamb and everything which makes it so unique. We will be releasing details of this as the time comes closer so keep an ear out for whats happening.

Celebrating the season. By Rod SlateR

beef & lamb

Rod Slater is the CEO of Beef + Lamb New Zealand.


SeaFoodSnapper are schooling in the Hauraki Gulf and the run is on. The main season is on for the fine and well priced trevally. The moki season is in swing and at very good prices in the marketplace. Warehou is another southern species with a reasonable price. The main season is on.

MeatAgain expect no real drop in prices for New Zealand red meat over the next month, but supply will be improving.Lamb schedules are still high and the trend is steady. There is some lovely new spring lamb out there but supply is tight. Mutton schedules are still at record levels and still in short supply.Local trade prices for beef are high and supply is tight at time of writing. The spring venison schedule is still firm and supply tight. Look to those hams Christmas is coming.

FRUItMost of the New Zealand seasonal apples are done and dusted. It is mostly US-sourced produce for the next few months. The new season Hass and Hayes (pebbly skinned), our best avocados, are here in bulk and the price has dropped back a little, at

least in the short term. The strong winds experienced in mid September have taken their toll on local avocado growers. In the Bay of Plenty alone the industry is expecting the seasons export crop to be down by around 300,000 trays. Growers have not only lost fruit from trees, but whole trees have also been blown over. The situation was exacerbated by a very wet early September, which soaked the ground and made the trees less stable. One positive outcome is that the flowers for next seasons crop were still immature and werent damaged. It is also expected that a smaller crop will keep prices higher than average, which may provide some compensation for growers but not for consumers. This also means that we should be cognisant of possible quality issues.This is the time for our local citrus varieties. Tangelos will be good buying from now on and are popular with customers. The first gooseberries will be in the market for November.As it is with apples, so it is with pears mainly US-sourced produce at the moment. The American pears arent so bad and have a good clean skin. Nashi is the same Im afraid.Pomegranates are starting to go up this month as they ripen in the Northern Hemispheres autumn and we tend to see them through our summer months.There is still a lot of imported stone fruit at present, but the early local product will be stating to rear its head later this month. The first Dawson cherries, North Island Mayglo nectarines and early apricots and peaches from Hawkes Bay are all guaranteed to be expensive. We will also see the first Wilson early plums, but these are very soft fleshed. Most early season New Zealand-grown stone fruit has a poor shelf life.New Zealand strawberries will be arriving in bulk this month.

VeGetaBleSArtichokes (globe) will be in the markets in a month or thereabouts with supply increasing. The first New Zealand new season spears of asparagus are here. A few New Zealand glasshouse Mangere Pole beans are in the markets. The outdoor round French beans

(mostly Gisborne grown) should show up shortly. Broad beans are out there now.Capsicum prices are still very high but almost all the New Zealand grown varieties will start to come on stream this month. These will be hothouse (usually hydroponic), few and at a price. There is of course plenty of Aussie and Island stuff being imported. The main New Zealand season is from January until April.Our New Zealand zucchinis start again in November and telegraph cucumbers have come back in quantity, all hothouse of course.There is very little New Zealand garlic around but the imports are coming in bulk, mainly from China. The Kiwi stuff arrives in a month or so. Leek quality is variable with some starting to show a core and supplies will fall over soon.Parsnips are just about finished for the season but should be of good quality until late November. There are still some good quality main crop potatoes but I have seen some greening. The first new potatoes will be in the market. The Maori potato varieties are poor quality at this time of year. More will be dug in December.Salad leaves as always, although more expensive than usual. Rocket should be less expensive from now but it will not be. Nice crunchy icebergs in the markets but supply is a little short. New Zealand shallots will be arriving very soon.The New Zealand hothouse main tomato crop is in full swing and prices are shocking but at least they are edible. No outdoors for a while yet guys.This is the end of the great little yam for another year.

FReSH aNd loCalSpecialist resource writer John Clarke highlights developments in produce, fish and meat supply.

oN tHe WayRaspberries and the very first cherries.

IN tHeIR PRIMeAsparagus, globe artichokes, new potatoes. New Zealand navel oranges, lemons, limes, tangelos and strawberries. Also snapper, whitebait, flounder, mullet, trevally and scallops.

FallING oFFBrussels sprouts, leeks and parsnips. Pacific oysters.

doNe aNd dUStedMandarins, persimmons, yams, Kiwi red onions. Bluefin tuna.


Dont believe the hype

If you believed every shock horror media story youd get the impression that everything appears to be killing us these days.

There is an increasing tendency for activists and writers to argue there is a risk associated with a common object, use that risk to create significant public concern and then demand political change on the basis that people are worried. At a fundamental level, there can sometimes be an upside to this process, as when we rightly stopped using lead-based make-up and, much later, asbestos installation.

When health risks are being discussed, it is vital to be very precise. In this area, the correct use of science, statistics, and language is critical. One of the most high-profile examples of this situation is Bisphenol A (BPA), a compound which was commonly used in plastic food packaging and utensils. Past tense is used because BPA is being phased out by some companies, because although safe to use, they have judged its simply not worth the argument.

BPA is widely used with plenty of solid science saying it is safe. Then one report indicated that a compound (usually pejoratively referred to as a toxic chemical) had the potential to increase the chance of cancer later in life. This story went right around the world and New Zealand companies got caught up in it.

Food Standards Australia New Zealand (FSANZ) at-tempted to damp down concerns by releasing its own dietary modelling which showed a 5kg baby would have to drink around 80 bottles a day every day for a lifetime before even approaching the safety limit.

FSANZ concluded that BPA does not pose a risk to public health for any age group, but that did not seem to matter in the slightest. What the media and the activists failed to do was to explain the level of risk.

By building up fears and anxiety, governments in Canada and several US states were pressured into banning BPA even though their own experts were adamant it was safe. Those bans were then used by activists here to call for our Government to follow suit. The same reporters who helped create the initial story could then legitimately return to the story in light of these new developments. It

is a circle, but hardly a virtuous one.The irony is that BPA is being phased out and being

replaced by plastics which have not been tested nearly as rigorously. Several experts have also said the cancer scare has taken the attention away from the much more im-portant issue of educating parents about the correct care and preparation of childrens bottles. Those critical lessons were lost in the maelstrom.

Last year a NZ Herald story grabbed attention with the headline sweets can turn your kids into serial killers. What irked was that at no point in the article did it say how this might happen or how often it might happen. Having become progressively more frustrated with sto-ries of this nature, FGC took the unusual step of writing directly to the scientist whose research was being quoted as the basis of the claim. He was absolutely horrified that was how it was being reported. He said they had found no causal relationship between sweets and violence or serial killing, and that his team had been very careful to stress this when presenting the findings. Ever the scientist, he noted it was entirely likely there were no serial killers in his sample survey so he could not possibly have reached that conclusion. That is probably scant consolation to kids around the world who did not get a lolly because Dad was worried about them turning into Hannibal Lecter.

The internet can be a useful tool to communicate and to gather information from around the world, but it also has the ability to amplify groundless concerns and facili-tate scaremongering. The critical time is when science and public opinion diverge. Most people now do their research on Google but Google measures a pages popu-larity, not its accuracy.

When it comes to health risks, the science, statistics, and language really do matter. Risks must be put into context. If the risks are significant, they need to be addressed. If the risks are negligible, we should put our efforts into other areas which might make a difference. This could include promoting a healthy balanced lifestyle with a moderate diet and enough exercise.

Time is a finite commodity. We should spend it on the risks which matter.

Risk taking and the media. By KatHeRINe RICH

fgc

Katherine Rich is the CEO of the

New Zealand Food & Grocery Council.

Email: [email protected]


Sixteen for the price

of one

HAve you heard the joke about the best salesperson in the world? S/he was the one who sold the first fax ma-chine ( as there was no-one else to fax to. Get it?)

This joke is illustrative of the truth behind network eco-nomics, and an economic law called Metcalfes Law (http://en.wikipedia.org/wiki/Metcalfes_law). Metcalfes law states the value of a network is proportional to the square of the number of connected users of the network.

Although Metcalfes Law referred to communica-tions networks such as ethernet, and the web, the in-teresting thing about standards is that they behave in a similar way to network effects.

Supply and demand chains between trading partners benefit massively when more participants use the same standard for identification and communication, etc. The use of interoperable data and hardware/software, delivers efficiency and simplicity benefits massively as the network of interconnected users grows.

For example, the more people who use the same electronic standard for purchase orders (GS1 XML) or the standard for point-of-sale barcoding (EAN-13), the more valuable the GS1 System becomes to existing members of GS1. Interoperability and communication drive value exponentially.

And so it is with electronic catalogues and data syn-chronisation. And in this area there has been big news for FMCG readers.

Many brand owners in the FMCG sector supply a number of different channels to market. The more channels that use the same environment for exchang-ing catalogue data, the better.

So the recent announcement that Woolworths Australia, Progressive Enterprises and all the New Zealand rural traders will join existing users Foodstuffs, Coles and Mitre 10 and use GS1net for electronically receiving catalogue data from their suppliers, is great news for everybody.

This is because there are brand owners that supply all

these retailers with product, and under the use of GS1s data synchronisation standards they will be able to supply, with one data load, one set of globally-aligned standards and one fee:1. Foodstuffs Auckland2. Foodstuffs Wellington3. Foodstuffs South Island4. Progressive Enterprises5. Woolworths Australia6. Mitre 107. ITM8. Combined Rural Traders9. Farmlands10. RDI11. Elders12. PGG Wrightsons13. Metcash (Australia)14. Warehouse Stationery15. Coles-Myer

If some of you are lucky, you might also supply the Australian State and Federal government with prod-uct information for their National Product Catalogue (NPC), bringing to 16 major cross-Tasman players that will be accepting data via GS1net.

For brand owners, the value proposition of doing a crash hot job preparing and cleaning your product data for one trading partner is strengthened. Standard product data (names, weights, packaging configurations, unique selling proposition, images, etc) can be loaded once and flow to all your trading partners. This does not mean that sensitive information goes to the wrong place, as GS1net supports trading partner-specific in-formation such as pricing, terms and discounts etc.

Certainly it is GS1s plan that even more retailers (or data recipients as they are more correctly called) come on board afterall the temptation to get clean product data from a standard industry source is very alluring. This will exponentially increase the value proposition of the GS1net network for all existing participants living proof of Metcalfes Law.

Getting connected benefits all. By dR PeteR SteVeNS

gs1

dr Peter Stevens, chief executive, GS1.


The networked world:

a brave beginning

Technology has changed the world we live in, both as consumers and in the way we operate our businesses. Pauline Herbst explores how intelligent fridges and shared databases are changing the industry in New Zealand.


The networked world:

a brave beginning IFA, the worlds biggest consumer electronics and appliances show has many gadgets on display; walls of 3D TVs to entertain you

and tiny transmitters to keep you connected to the world at large. The last thing youd expect to find at the Berlin-based show is something that relates to supermarkets.

But there, lined up next to a carousel of smart, sweat-sensing washing machines and cherry-red lacquered designer fridges, sits a single internet of things (IOT) refrigerator. A prototype from Haier, the AFT631UX (lets christen it IOT) claims to bring with it an intelligent lifestyle, easy food management, comfortable and convenient online shopping, film and music entertainment. You can check out photos of your family or last vacation, videophone your Nan or browse the internet.

Open it up and pilfer the last egg from the sample carton inside. The clever IOT senses this and prompts you to order another dozen from your local supermarket, using its handy touchscreen display.

How? Convenient online shopping is the key phrase. The IOT fridge doesnt only store food; it also allows communication between food inside the fridge, food in store and humans across the network. It does this via a built-in RFID antenna inside the fridge cabinet that reads information from the RFID labels such as the quality guarantee period, production date, nutrition constituent and what quantity of the product

remains inside the fridge recognised and shown on the display panel.

IOTs manufacturers make even loftier claims, that viewed on a business scale, internet of things technology is 30 times bigger than that of the internet now, with the capacity to be an important guide for the industrial development of each country. It seems intelligent objects using RFID sensors will shoulder a great deal of responsibility in the near future.

More simply put, the theory behind IOT is that if the objects around us could all be tagged with mini RFID chips, they could be controlled and inventoried by computers. Applications for business are obvious, especially when it comes to stock.

But what of now?

Reality checkThe reality, according to Dr Peter Stevens, CEO of GS1, is very far from that picture. Hes been seeing proto-types of that nature in Germany for many years and says New Zealand is nowhere near. Neither is the rest of the world.

He explains it will be years before item level tagging filters down to products like individual eggs. You only see item level tagging on CDs, DVDs and high value grocery prod-ucts like Gillette shaver blades. This is because they are of high value and easily stolen but need to be on the shelf. Its around supply chain vis-

ibility and the control of out-of-stocks and theft. So not across the bar and not on products like milk.

Stevens cites two case studies where unit level RFID tagging has been used: Kraft cheese and Proctor & Gambles Gillette razor blades. The first was a pilot conducted by MetroGroups Future Stores to evaluate the effectiveness of RFID in identifying stock locations of its products.

The objective was to see a fully integrated RFID supply chain, bringing benefits in reducing manual control efforts and manual input of messages into systems. The biggest benefit the partners hoped to gain from the RFID pilot included increased visibility across an increasingly distributed supply chain network so all business partners have access to specific product information at any point in the supply chain. In the second case study, Proctor & Gamble tagged its products for US giant Walmart.

As Stevens says: Gillette has been one of the leaders in RFID for years [even before it was part of Proctor

strap


& Gamble]. Both the shaving foam and blades are very easily stolen and there is a high need for stores not to be out of stock.

The company also owned Braun and Duracell that have some of the highest value products such as bat-teries, Braun toothbrushes and

heads. These are small items with high margin. Once a consumer is on to a razor they buy the blades. Consumables are very highly priced. Its rumoured there is around $50,000 worth of razors in a palette. If that cant be found, its significant.

RFID is going into the products where it makes the most sense and addresses business needs. Its either under the hood or the public ones are reasonable, like kiwifruit and supply chain stuff RFID in distribution centres for picking.

Itll be years before chips filter down to the consumer level and by then, there may be another technology streamlining industry. In the meantime, old fashioned relationship building and networking through people, not computers seems to be paving the way to the future.

FoodstuFFs sRM linkedin FoR gRoceRy?Foodstuffs has just launched SRM its Supplier Relationship Management programme. SRM is as simple as its acronym just think of it as a glorified Outlook contacts list. The web-enabled real-time solution is a database that not only lists all of Foodstuffs key contacts but also approved supply partners key contacts.

This is a project the business has been working on for a long time, says David Pawson, wholesale merchandise manager, Foodstuffs South Island. Supplier contact

emails are an ever-changing target. Everybody keeps their own database and any time we need to make contact were rallying around live time information. Suppliers are not very good at updating changes (and were the same). Ive lost count of the number of times Ive rung someone to find out theyve left the business three months ago.

The useful thing with this system is that as a supplier, you can access the mobile web version of the SRM from a mobile phone and as you drive into a town, find out who owns the store, who you can talk to and what they look like.

Pawson says: Real time is the other factor here, what we are look-ing at today is the truth today. Why wouldnt you want to embrace it and have this opportunity? Why wouldnt you want to get involved in something where a supplier has access to our entire database with email addresses, photographs, stores, and people within the stores? Thats what you need to do business.

All Foodstuffs want in return for the free use of this information is for suppliers to add their details.

Admittedly, it sound a bit daunt-ing, an Orwellian surveillance system tracing your every move, but as Chris Cameron, online media manager for Foodstuffs South Island says, thats not the case.

We were very conscious of pri-vacy and security. All the informa-

FonteRRa RFid Milk saMple Vial (spotted at Foodtech packtech 2010)As a key component in Fonterras Milk

Collection Programme of Work project,

the RFID Milk Sample Vial was designed and

developed by Millenium Plastics in close

association with Fonterra and is manufactured

at Milleniums Hamilton facility.

The award-winning vial includes a dual closure

system with tamper-evident security to

minimise the risk of sample contamination.

It includes a reusable RFID tag fitted to the

vial for data collection and testing of milk

samples from its 10,000 plus suppliers.

The dual-coded system ensures the vial is

fully sealed at the manufacturing stage and

resealed once the milk sample is collected

which reduces the risk of contamination.

The RFID tag electronically stores data at the

point of selection which is read and issued

by the testing laboratory. The vial and data

enhancements have allowed for improved

tracking of samples at the testing laboratory.

The sample picked up two awards at the

recent 2010 Plastics Industry Biennial Design

Awards: Gold in the Primary category

and Bronze in the Injection Moulding

Conventional category.


feature

tion obtained in there is publically accessible anywhere. We dont have any information other than what is on your business card.

You can also only access the data-base with a valid name and password and you have to accept the terms and conditions. Overall we dont see any data security problems.

When FMCG spoke to the Foodstuffs team, the system had only been live for a month. Were right at the beginning of the journey, says Pawson. Less than 5% of suppliers are signed up and are entering their details. We are noticing a ramp up. More applications to get access to the system are being made and we are expecting a bit of a flood.

People are pretty focused on business rather than on things like this. [This was said in the wake of the Cantabrian earthquake]. As we get back to business as usual we expect to see a big upswing.

After Foodstuffs did its part by up-dating the contacts across all three companies (which is easier said than done when dealing with three differ-ent back office systems), the system was tested with 10 pilot suppliers.

The bigger suppliers tend to be advocates of the system, says Cameron. You can see that by the testimonials on the site. FMCG checked and found testimonials from heavy hitters CookieTime, Bell and Watties.

To quote: SRM has proved to provide our business with a centralised

acRonyM quick guidegs1: Global Standards One. An international

not-for-profit association dedicated to the

development and implementation of global

standards and solutions to improve the

efficiency and visibility of supply and demand

chains globally and across multiple sectors.

gs1net: The Australasian component of GS1s

Global Data Synchronisation Network or

GDSN. It enables organisations to cooperate

in setting up and maintaining electronic

catalogues of product data.

iot: Internet of things. The networked

interconnection of everyday objects.

RFid: Radio Frequency Identification.

sRM: Supplier Relationship Management.

Foodstuffs and its supply partners key

contacts database.

easy-to-use 24/7 interface to stay abreast of personnel changes between our business and Foodstuffs organisations. Finding the contacts details for Foodstuffs personnel throughout their organisations is now only a few clicks away, says Heath deGarnham, national business manager, Cookie Time.

Cameron adds: By providing minimal information to us suppliers get access to all the stores across all the banners and all the employees across the Foodstuffs company. They get an immediate win.

It sounds good so far but you may be wondering how painful the process is. According to Pawson and Cameron, painless. Cameron says: The system is completely self-contained. You can upload your information via a web-based step-by-step process or bulk upload via a spread sheet. It literally takes 30 seconds. Itll upload straight away and its done.FMCG expresses slight disbelief

what if it fails half way through uploading hundreds of contacts. Pawson has that covered: Were batching it to 50 to make sure its nice and stable.

As the team explain, while GS1net (a data synchronisation system) can be quite complicated due to the back office development required, as SRM is completely web based, integration


WINNING TRUST BY THE BUCKET LOAD

Viscounts flexibility, nimbleness and local presence has been vital to the success of the campaignCookie Time general manager Lincoln Booth

The Cookie Time Christmas Cookies bucket had remained

largely unchanged since its inception in 1985, and its design

was looking dated and tired, and no longer reflected the

current Cookie Time branding. Viscount developed an

innovative new bucket design incorporating groundbreaking

new technology Inmould Labelling (IML). Inmould labelling

introduces pre-printed labels into the moulding process to

create a seamless fusion of label and rigid plastic packaging.

IML proved to be far more cost-effective for Cookie Time,

and the new packaging has been well received by the public

with record sales in 2009.

Ph 0800 473 373 www.viscountplastics.co.nz

&RRN\7LPH+$3$*()0&*LQGG $0

into back office systems is unnecessary. Its solely based on business card information which can be found on most companies intranets.

Were saying give us that information and stick it online, says Cameron. Were expecting about 80% to be signed in and actively using and updating their details within 12 months.

Just to be sure, FMCG checks there really is no cost involved. This is costing people zip, says Pawson. We feel the information is so mutually valuable that to apply a cost just really presents a barrier we are all going to get equal value from this.

While it may seem a bit like alphabet soup with the number of acronyms being bounced around, its obvious that our connected world and networks are becoming increasingly interdependent. From intelligent objects to a grocery focused version of LinkedIn, using technology to share non-sensitive information is becoming a common part of business practice. FMCG anticipates partnerships and collaboration to increase as technology becomes more sophisticated and people more comfortable with using it. Just dont expect automatic delivery of pork to your fridge when you run out. Itll take a while for that to filter through.

Whats Hot

Whats H

ot


panasonic eVolta batteRies = ExCEPTIONAl PERFORMANCE

palMoliVe nutRa.FRuit SHOWER GEl

Today, with so many

manufacturers producing a range

of low to mid drain equipment;

it is no wonder Panasonic

sought to develop a battery capable of Exceptional

Performance in such products. EVOlTA, Panasonics 4th

generation battery performs well in all drain devices.

(low-Middle-High Drain) This means, whether you need

batteries for a camera (High Drain), desk size radio (low

Drain), or simply a remote control car (low-Mid Drain),

EVOlTA has you covered. Evolta 2 packs and 4 packs are

available in both AA and AAA sizes.

For more information contact Panasonics

Kimm Wray on 09 272 0274 or

email [email protected]

Palmolive Nutra.fruit is a

luxurious moisturising

shower crme that

promises more than just

basic body cleansing.

Available in three

fruit flavours

pomegranate, mandarin

and kiwifruit each has

a blend of cleansing gel

and moisturising crme.

Nutra.fruit is a pleasurable

treat for the senses that

will entice consumers

to transform their daily

showering ritual.

Nutra.fruit would be the perfect

indulgent gift for your love ones this Christmas. look

out for the Christmas packaging coming to you soon.

helleRs NEW lOOk

The Hellers brand and

range of products has

had a revamp, with a

new logo and packaging

appearing on their Shaved

Meats Twin Packs and Hams

for Christmas. This will be

rolled out in November. The

new Hellers logo is in the form

of a hanging butchers sign and

reflects the origins of Hellers

through generations of butchers

passionate about their trade. The

new packaging brings a fresh new

visual approach to Hellers products

along with Todd Hellers personal

comments and signature, reinforcing the

assurance of quality, and will be supported by

a blitz of advertising on TV and in NZs leading magazines.

More of the range will be updated early next year.

Whats H

ot


Whats Hot

new TO THE MARkET

Joseph Campione FROZEN Italian baked Garlic Breads,

Cheese Breads, Bread Sticks (Grissini) and Texas Toast.

All products are hearth baked in original stone ovens,

giving you breads with a delicate crispy crust.

Traditional Italian Garlic Bread sliced and filled evenly with

creamy buttery toppings and robust garlic combinations

then sprinkled with fresh chopped herbs.

25mm thick Texas Toast and Bread Sticks are brushed

both sides with creamy butter and added garlic or cheese.

All breads are ready to eat from FROZEN in under

15 minutes.

For more information contact Trade Foods on

094126195 or e-mail [email protected]

One of NZs iconic

dry skin brands is now

available to grocery for

the first time in over

30 years! One of the Top

3 medicated skincare

brands in Pharmacy*, Alpha keris 3 step regime of wash,

oil and lotion is the first truly medicated skincare range

open to the grocery channel.

why you need alpha keri:

Incremental sales opportunity (Catering to extreme dry

skin sufferers) Proven success in Pharmacy Great margins

High quality products Dermatologically tested Hypo

Allergenic PH balanced All new TVC and Print support

For more information contact

Customer Services on 0800 104 401

obento UDON NOODlE BOWlS

sunRice quick cups PERFECT RICE IN SECONDS

FRESH FROM PHARMACy: alpha keRi

Finally a product to satisfy the connoisseur

noodle lover - Obento Udon Noodle Bowls.

An all natural noodle bowl, low in salt, but

contains dried vegetables, wet udon noodles,

sauce and a selection of toppings such as

sesame seeds or roasted peanuts. Available in

two flavours, Sesame Teriyaki or Spicy kung

Pao they are an ideal hearty snack on the run

with plastic bowl, lid & spoon. Just microwave

with 2 Tbsp of water and serve. And to ensure

they stand out on shelf, they come in their

own display carton which holds the bowls vertically.

For more information on Obento Udon Noodle Bowls

please contact:

Oriental Merchant Pty Ltd

Tel 0800 10 33 05

Fax 0800 10 33 11

Email: [email protected]

Website: www.oriental.com.au

SunRice Quick Cups are the first single

service microwave rice packs

available in New Zealand.

Theyre available in white and

brown rice twin-packs, perfectly

portioned and ready to serve in a

flash, so a perfectly cooked single

serving of fluffy rice is just

40 seconds away.

Theyre ideal for couples, singles

and those conscious of portion or

carbohydrate control and are the

perfect accompaniment to many

meals. Quick Cups are low fat,

gluten free and contain no artificial

colours, flavours or preservatives.

For more information contact Andrew Horner

at James Crisp Ltd on 09 306 7971 or

email [email protected]*Aztec Data: Pharmacy medicated skincare, Value share QTR to 12/9/10


total personal wash (Aztec MAT to 26/09/10).

It has been in consumers shopping baskets since 1984, and is manufac-tured here in New Zealand. Health Basics offers a healthy skincare solu-tion that is safe and gentle enough for the whole family.

It has a range of body washes in supermarkets, available both as

THE BREAKDOWNCurrent MAT to 10 October 2010

total personal wash: $76,877m.

Value % Chg vs YA 1.6

solid soap: $27,848m.

Value % Chg vs YA -1.3

liquid handwash: $16,324m.


bodywash and shower gel:

$28,576m.


hand sanitisers: $2,796m.

Value % Chg vs YA -14.6

bath additives: $1,332m.


* ACNielsen New Zealand ScanTrack (Databank)

category check

is led by Colgate-Palmolives 26.4% value share (Aztec MAT 3/10/10).

Colgate-Palmolives market shares are healthy around the world, driven by new product introductions and engaging, integrated marketing com-munications, both in and out of the store.

In this category, Palmolive is the number one Body Cleaning brand (Aztec MAT 3/10/10), offering a range of bar soaps, shower gels and liquid hand wash.

Health Basics is another popu-lar brand, competing strongly in the market with an 11.1% share in

Its a sensory experience.Personal cleansing is more than a functional daily ritual for the aver-age consumer, its a way to relax and unwind from the day. Even when just washing their hands consumers are looking for more than antibacte-rial properties, they want their soaps and washes to smell nice and feel good, leaving scope for growth in the Personal Wash category.

In New Zealand, the Body Cleaning category is worth more than $74 mil-lion annually, with Shower Gel and Bar Soap collectively contributing approximately 76% to the category. It

Gentle cleansing


category check

Gentle cleansing

400ml and in a new larger 800ml bottle with a pump dispenser, hold-ing 15.1% value share (Aztec quarter to 26/09/10). Within the Body Wash segment, natural ingredients (such as Aloe Vera, Milk and Honey) look to be key drivers, as do moisturising in-gredients and fragrances. With com-petition for shelf space increasing, new product development and innovation are key to success. Health Basics has just restaged its whole range, with a new fresh, simplified design. Early indications are that the new look is proving very popular.

After having recently launched new variants Wild Rose & Ylang Ylang 400ml and Olive & Milk 400ml, the brand has seven body wash variants within the primary pack segment. All Health Basics body washes are paraben

free, soap free, contain soothing aloe vera, and use only hypo-

allergenic fragrances.BDM Granges St Ives brand has a range of body washes in supermarkets in

both 400ml and 800ml sizes with the

most recent variant, Vitamin E, added ap-

proximately 12 months ago. A graphics refresh is

planned for early in the new year to give greater impact and communica-tion to the consumer, with additional upgrades to its formulations. As part of this refresh, there will be two new creamy and luxurious variants provid-ing greater moisturisation added to the range.

Kate Feek, brand manager, says: Consumers are definitely looking for value for money when shopping for Body Wash and so will look to pur-chase the best item that offers them that at the point of purchase. There is currently a trend for larger pack sizes which are seen to be better suited to family bathrooms, and perceived greater value. Sales are up +22% vs YA (Aztec) for 701ml+ packs, with unit sales up 27% for the same period.

Sara Lee is good for more than just dessert, the company also markets the Radox brand of Personal Wash. Radox has always been a brand synonymous with relaxation and rejuvenation and its range of products, all with a func-tional blend of herbs and minerals, have been serving New Zealanders for over 50 years.

The Shower Gels & Body Wash segment, worth $28.5m, has grown 6.8% on last year (Aztec MAT to 3/10/10). In this segment Radox offers a range of 200ml, 500ml and

one litre products. David Norman, brand manager, says:

The growing success of the Radox brand, in this segment, is evident not only through Oxygen 1l being the categorys number one selling SKU, but also in the two one litre variants recently launched, where Revitalise and Coconut Rush both sit in the top five new products launched in the last 12 months and are rapidly climbing up the rankings. The Radox 1L prod-ucts are helping drive the 751ml+ segment as the fastest growing in the category at +28.4% vs YA. Value for money products are undoubtedly meeting the consumer need that has been enhanced through a recession.

showeR gelPalmolive Shower Gel is growing faster than the market (+20.7% year-to-date, Aztec) driven by premium innovations such as Palmolive Nutra.fruit shower crme. With consum-ers and shoppers looking for a new dimension from their personal care products in addition to cleaning and moisturising, this shower crme, en-riched with moisturising cream and fruit extracts offering both moisturis-ing benefits and fruity fragrance, was launched in March 2010.

The launch was supported with


personal wash

significant media investment includ-ing advertising and product sampling. Palmolive Nutra.fruit has received a great consumer response, registering a 2.8% value share in the latest quarter.

Our innovation strategy is to continue to leverage global trends to develop unique, quality products for New Zealand shoppers, said Kim Schneider, marketing director, Colgate-Palmolive New Zealand. For example, Palmolive Coconut Body Butter Scrub was another con-sumer hit which was designed to offer a different showering experience with its creamy formula, yet keeping skin radiant and supple.

In addition to new product inno-vation, shopper marketing is another important initiative which Colgate-Palmolive is leading to drive category growth while engaging and inform-ing shoppers.

baR soapWithin the Bar Soap market, Palmolive has an 18.6% value share of the market year-to-date and continues to perform and fulfil consumers everyday needs. Protex, with its antibacterial protec-tion, is growing at 10% (Aztec MAT 3/10/10), faster than the market.

With shoppers increasingly looking for value with larger pack purchases, Protex launched a three-pack of its


category check

popular Aloe variant. Protex Propolis was another strong launch in May 2010. Propolis is a natural ingredient known for its nourishing properties and has a long history of use as a natu-ral remedy.

With heavy media investment, Protex introduced its Wash social message campaign in the first quar-ter of 2010, reminding Kiwis of the importance of proper hand washing, a key factor in preventing colds and flu.

Health Basics is the market leader in the liquid soap market and the natural progression was to enter the Bar Soap segment, says Aimee Naus, FMCG brand manager, API Consumer Brands. Health Basics has recently launched into the Bar Soap segment with three variants, Milk & Honey, Chamomile & Aloe, and Vanilla & Almond, which have been proving very popular since they offer both high quality and good value.

Health Basics is looking to raise awareness of the brands portfolio this summer period through a consumer promotion, with a total ratecard spend of $300k.

liquid hand washGlobal Products is part of the Liquid Hand Wash category with its Silk brand. Silk has been around for about five years and has had a few changes in that time. Initially starting with a 500ml pump, it moved back to a 300ml pump with a 500ml refill around three years ago to line up more closely with the rest of the market. Since then, sales have increased and Silk is now repre-sented in most Foodstuffs stores in the North Island.

About 18 months ago Global Products changed the pump bottles to reflect the S shape that is becoming synonymous with quality Silk prod-ucts. Customers are again giving great feedback on this shape, saying that it makes it easy to hold and it looks good while still being stable on its feet. Global Products is about to reinvigor-ate the brand with a couple of new variants, due to hit the shelves after the busy Christmas period. The number one seller within the Silk range has to be the Silk White Pearl product. Customers love the way this product complements most bathrooms with its

fragrance and packaging.As with most categories, a good

promotional programme is essential in continuing the growth of Hand Wash. Global Products is continuing to put discount and profit into supermarkets hands to encourage and stimulate the category. By doing so, we are trying to ensure that Hand Wash grows into other areas of use besides kitchen and bathroom, says Jacqueline Hokopaura, operations manager.

Colgate-Palmolive is still the lead-ing manufacturer in the Liquid Hand Wash category, offering New Zealand consumers premium and everyday brands such as Palmolive, Protex and Soft as Soap. With consumer prefer-ence shifting to antibacterial protec-tion offerings within the category (the hygiene segment is up 22.9% MAT 3/10/10 (Aztec MAT 3/10/10), Palmolives antibacterial range regis-tered strong growth (+31.6%) with its newly launched Lime variant.

With a strong portfolio of brands and a reputation for innovation, we plan to continue driving category growth with exciting plans for 2011, says Fui Yie Pang, senior brand man-ager, Personal Care Products, Colgate-Palmolive.

Hand sanitisers also fall into the Personal Wash category. BDM Granges Germ-X currently offers a range of

Gentle cleansing


personal wash

hand sanitiser products, with a new larger 887ml pump bottle recently added, which offers greater value for high traffic use, such as in the work-place. People realise that good hand hygiene is essential to prevent picking up germs, and it is not always practical or easy to keep washing their hands, says Kate Feek, brand manager.

As a result the use of hand sanitisers is becoming increasing popular, both indoors and outdoors.

In mid-August 2010 Reckitt Benckiser launched the Dettol No Touch Hand Wash System, available in two system variants and three refill fra-grances, Hydrating Cucumber Splash, Cleansing Green Tea and Ginger and Refreshing Grapefruit Essence.

This new launch has been very successful, gaining a 9.3% share of the Liquid Hand Wash category since launch (Nielsen 9 weeks to 10/10/10). So far, the new launch has been incre-mental to the Liquid Hand Wash cat-egory, adding 11% incremental value since launch, says Michelle Dunn, trade marketing manager.

Within the Personal Wash category Dettol Antibacterial has a 19.6% value share of Liquid Hand Wash and a 38.7% value share of Instant Hand Sanitisers (Nielsen Quarter to 10/10/10).

Dettol No Touch attributes its success to tapping into key consum-er needs.

Dunn says: Consumers understand that hands are the biggest cause of the

spread of germs, however, traditional soap pumps can harbour hundreds of germs, the very same [that] mums are trying to protect the family against.

The No -Touch system is conven-ient and child friendly, automatically sensing hands when underneath the nozzle, stopping the need for contact. Just the right amount of anti-bacterial soap is then dispensed on to a palm to kill 99.9% of germs, helping to stop the spread of germs even as is it dispensed.

The premium formula also contains moisturising ingredients to keep hands soft and protected.

There are significant personal wash category benefits of Dettol No Touch, every No Touch Hand Wash is 64% more premium than a standard liquid hand wash pump. And consum-ers wash their hands more frequently when they buy No Touch driving them back to repurchase at a faster rate than standard Liquid Hand Wash, says Dunn.

NPD and media are the key growth drivers for the Personal Wash category and these are the areas Reckitt Benckiser invests in to ensure category growth. Reckitt Benckisers heavy investment in media is to ensure it drives education and awareness of germ protection.

bath additiVesThe Shower Gels & Bath Additives market, worth $29.7m, has grown 6.2% in value over the previous year (Aztec MAT to 3/10/10). Radox is the

number three brand in the category, contributing more than $4m in sales and growing in line with the category.

The heritage of Radox lies in the Bath Additives segment, with Radox being the clear market leader in adult bath, with a 65.3% value share (Aztec MAT to 3/10/10). The Radox offer-ing consists of two liquids and the tra-ditional Muscle Soak salts.

ecostore has recently launched a plant and mineral based bubble bath that creates plenty of bubbles, as well as being healthier and gentler on young skin.

Unfortunately many conventional bubble bath products contain ingre-dients more at home in kitchen sinks such as Sodium Lauryl Sulphate (SLS), a surfactant widely used in dishwash liquids. SLS is harsh on the skin, espe-cially childrens, says Malcolm Rands, ecostore founder and CEO.

Since launching in August sales have been strong, with the product proving particularly popular with those who have children suf-fering from eczema and skin irritations, and those after a gentler bubble bath.

ecostores new bubble bath sits alongside its existing hand and body washes which come in three variants Orange and Patchouli, Coconut and Vanilla, and Rose and Cardamon.

www.designworks.co.nz

The pack tells the story, that sells the product, that builds the relationship

9000-1709 DW ad FMCG DPS P1.indd 1 18/10/10 3:51 PM


60% of Iced Coffee volume sales were incremental to the Flavoured Milk category. The Chocolate Hit variant was launched a year later in September 2009 which also attracted incremental volume and has secured Tararua a 78.9% volume share of the Total Fresh Flavoured Milk Coffee category in key accounts, followed by Wave with 10%, and Moccona with 8.1% (MAT to 17/10/10).

Meadow Fresh Pre-bio was launched in August 2009. Meadow Fresh Pre-bio is New Zealands first and only milk in NZ to contain nat-ural prebiotics to support digestion. Meadow Fresh Pre-bio tastes just like regular milk and can be used in the exact same way, so its perfect for use on cereal, in hot and cold drinks and for cooking. Available in a 1L and 2L bottle.

YOGHURTWhilst Regular Yoghurt still holds the lions share of volume, there has been noticeable growth within Adult

Treat Yoghurts (such as Greek style), as consumers shift towards products that deliver healthy indulgence by using a more natural yoghurt. These products are normally slightly higher in fat than mainstream yoghurts but also contain loads of fruit for fuller flavour brands such as Goodman Fielders Puhoi Valley. Innovation has helped to drive this growth by offering consumers a greater variety of flavours and choice at the fixture.

Meadow Fresh is a key brand with Goodman Fielders fresh foods port-folio and is represented by a range of products within the chiller. In addition to the Regular range of singles, six packs and 1kg tubs the company ranges Meadow Fresh Live Lite Yoghurt 99.9% fat free and containing no artificial sweeteners. With Live Lite where consumers can gain the benefits of a low fat yoghurt, without the artificial taste of sweetener.

Health & Functional Yoghurts have also grown over the past year, as

Smooth and creamy

category check

MILKGoodman Fielder has a strong port-folio of convenience beverages across grocery under the Meadow Fresh and Tararua brands. Meadow Fresh Calci Strong Fresh Flavoured Milk is available in three flavours: Chocolate (1 litre), Strawberry and Banana (2 litres).

Meadow Fresh Calci Strong UHT Strawberry and Chocolate was launched in February 2009 to replace the Calci Kids range and comes in a convenient 250ml serve available as a single pack or a multi-pack contain-ing 6 x 250ml serves.

Rachel Olsen, brand manager, Convenience Beverages says, As part of developing the brand we are leveraging the shelf stability of this product to create exciting displays in store. Meadow Fresh Calci Strong UHT multi-packs continue to grow, up 119.7% in volume and 121.5% in value (Aztec MAT to 10/10/10).

The launch of Tararua Real Iced Coffee in August 2008 drove incre-mental category growth whereby

New Zealand is renowned for its dairy products. In recent years, traditional fare has made room for exciting new flavours.


milk , cheese , yoghurt

THE BREAKDOWNCurrent MAT to 10 October 2010

Total cheese excluding cultured:

$328,657m.


Natural block: $179,320m.


Specialty cheese: $61,900m.


Total yoghurt & dairy food: $181,248m.


Yoghurt multi-packs: $77,903m.


Yoghurt large singles: $39,947m.


Other health yoghurt: $28,462m.


Specialty singles: $9,069m.


Yoghurt small singles: $1,705m.


Total milk drinks: $38,468m.


Watch out for our new packaging, coming soon to a chiller near you.

Barrys Bay CheesePh. (03) 304 5809 Fax. (03) 304 581

fmcg november 2010

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