Consumers will taste-test the best of what Bertolli Olive Oil has to offer in the form of mobile content, featuring mouthwatering recipes and bite-size videos starring Chef Fabio Viviani. Building on the success of their first mobile marketing campaign partnership that utilized SmartSource with NFC, News America Marketing and Thinaire are helping Bertolli once again serve rich interactive content directly to consumers in the shopping aisle.
As shoppers visit the olive oil aisle, a tap of their NFC-enabled mobile devices to specially tagged SmartSource ShelfTalk signs will instantly bring them to “This Week’s Recipe” from Bertolli. The recipe includes a shopping list that details all the necessary ingredients for a delicious meal so everything can be purchased during a single store visit. Additional content includes videos starring Chef Viviani which range from how to prepare this week’s recipe to an educational “Olive Oil 101,” discussing specific uses for Bertolli Extra Virgin, Classico and Extra Light blends.
“Mobile marketing allows us to engage with shoppers on-the-go by helping them plan their next meal directly at the point-of-purchase,” said Maggie Rogers, Brand Director, Bertolli Olive Oil. “We’re looking forward to continuing our collaboration with News America Marketing and Thinaire to create additional campaigns that simplify and streamline the consumer’s shopping experience while incorporating an element of entertainment.”
“SmartSource with NFC is helping brands like Bertolli capture consumer imaginations while delivering information,” said Mark Goodstadt, CEO of Thinaire. “In addition to offering rich content, campaigns like this help brands like Bertolli analyze point-of-purchase information to better understand the ongoing evolution of shopper behavior.”
“Seeing a leading brand like Bertolli add a mobile element to its marketing strategy is a testament to the results mobile marketing engagement can deliver,” said Marty Garofalo, President, News America Marketing. “These types of on-the-go messages bring together brands and consumers wherever they are, personalizing the shopping experience and delivering a meaningful connection.”
Robert D. Ward has been named National Sales Manager for the Tortuga Rum Cake Company, responsible for handling sales to national accounts, grocery, distributors and brokers throughout North America. Previously, Ward was Director of Sales for ShureTech Brands, a consumer products company. Prior to that, he was the Director of National Accounts with Morton Salt in Chicago, Illinois. He began his career with Morton Salt as an account executive and worked for the company for 21 years in progressively responsible positions. He graduated from the University of Memphis with a Bachelor of Business Administration degree. “Robert brings a wealth of experience in the food and consumer goods industry with an extensive background in working with many of America’s major retailers,” says Monique Hamaty-Simmonds, Tortuga’s Chief Marketing Officer. “We welcome his passion for brand building and know he will be an excellent asset for our growth plans in North America.” The Tortuga brand is well-known by the more than 20 million annual Caribbean tourists and cruise ship passengers. Tortuga Caribbean Rum Cakes are the world’s #1 selling rum cake and named the 2014 “Best Cruise Souvenir” by Porthole Cruise Magazine for 10 consecutive years. Tortuga products are sold in gift and specialty food departments and gourmet stores throughout the Caribbean and North America and in onboard gift shops of nearly 100 cruise ships. Founded in the Cayman Islands in 1984 as the Tortuga Rum Company, Ltd., Tortuga International is part of Jamaica Producers Group of companies and has bakeries and operations in Grand Cayman, Jamaica, Barbados and the Bahamas. The company’s Miami, Florida subsidiary, known as the Tortuga Rum Cake Company, handles sales, marketing and worldwide distribution. See www.tortugarumcakes.com or call toll free 1-877- 486-7884.
A cookout doesn’t really need much to make it a great time – some primal instinct reacts to the aroma and flavor of charcoal grilling and suddenly everything tastes good. But to truly elevate the experience D’Artagnan, the nation’s leading purveyor of all-natural and organic poultry and game, free-range and antibiotic- and hormone-free meats, recommends trading up in quality with premium meats for the ultimate backyard fete.
34 Degrees, a Denver-based maker of all-natural, wafer-thin crackers, announced today continued growth of its team with the hiring of Steve Wangler as Vice President of Sales and Phillip Coplen as Director of Finance, and the promotion of Jennifer Margoles to Executive Vice President. Margoles formerly held the title of General Manager and will lead strategic planning and brand development initiatives while continuing to be responsible for marketing and communications, as well as day-to-day business operations. Wangler will set and execute the national sales strategy and lead 34 Degrees’ regional sales team. Coplen will direct the financial and operational activities of the burgeoning business.
“We’ve grown so much in the past five years and have remained nimble, managing it all with just six dedicated team members. However, we’re at the point where our team needs to grow to enable us to expand distribution and launch new products,” said 34 Degrees Founder Craig Lieberman. “The addition of Phillip is crucial when it comes to managing the financial growth of 34 Degrees, and Steve is the ideal leader to thoroughly develop our brand’s presence throughout North America. Combine these new hires with Jennifer’s well-deserved promotion after seven years of inspired work, her experience in the industry and significant history with the business and brand, and I believe we’re in a fantastic position to take 34 Degrees to a new level.”
Margoles joined 34 Degrees in 2007 when the company was just getting started. She was instrumental in transitioning the business from a specialty foods importer to a producer of deli crackers in Colorado. Prior to her work with 34 Degrees she sharpened her skills and passion for excellence in customer service and teamwork through positions with Marriott International and software start-up Adventure Central.
Wangler comes to 34 Degrees with a more than 20-year pedigree in sales and sales management including work with Pepsico, Kraft, and MillerCoors. He excels in building and sustaining extremely high-achieving sales teams, while also managing his own national sales accounts. Most recently Wangler was Vice President of Sales with Spins – a leader in consumer insights, reporting, analytics and business consulting services in the natural, organic and specialty food industry.
Prior to joining 34 Degrees, Coplen served as a manager with NOW CFO, a boutique consulting firm providing accounting, consulting and outsourced CFO services to mid-sized businesses. While there, he worked with companies in a variety of industries including insurance, floral wholesaling and home mortgaging. Coplen also worked for six years as a manager in audit and enterprise risk services for Deloitte & Touche.
The ability to add two new team members and promote another in 2014 is a direct result of 34 Degrees’ recent growth – more than doubling in size over the past five years. The company attributes its steady growth to securing multiple partnerships with large, national grocers, as well as the versatility and uniqueness of its all-natural crisps.
By Lucas Witman
Few adults are without fond childhood memories of summertime soda pops and icy cold root beer floats. Even all grown up, it is difficult to imagine enjoying a plate of barbecue without a frosty soft drink on the side. And when hosting a group of adults, it is likely that soda is finding its way into some of your favorite summertime cocktails. Yet, despite the ubiquity of bubbly beverages, soft drinks are undoubtedly a guilty pleasure—something to be splurged on and perhaps regretted later. Craft soda companies are attempting to change this, however, introducing gourmet sparkling beverages to U.S. consumers that offer tastier, more wholesome alternatives to the grocery store 12-pack staples.
When it comes to today’s soda marketplace, more and more companies are reaching out to adult consumers with products and flavors specifically designed to appeal to their unique grown-up palates. “I think palates are changing, and people want better solutions,” said Carleton Johnson, founder of Joia All Natural Soda. “I think all of us have been trained now by Starbucks and these premium coffee houses to expect something better with more taste and more complexity.”
“We’re not diet. We’re not positioned as ‘zero’ in any way,” said Steve Hersh, President of GuS Grown-Up Soda. “We’re really more about taste. The less sweet taste is designed to appeal to a grown-up who’s outgrown Nehi or Hawaiian Punch.”
There are a number of ways that companies like Joia and GuS are designing sodas that appeal especially to adults. Perhaps the most significant change that gourmet soda companies are introducing to their products to make them more attractive to this demographic is making them slightly less sweet. GuS’ recipes involve 40 percent less sugar and calories than what goes into a traditional soda, and Joia sodas contain as little as 15 grams of sugar per serving, compared to 40 or more in mainstream sodas.
In addition to creating slightly drier beverages, gourmet soda companies are also endeavoring to make their products with more natural ingredients. “High-fructose corn syrup, high sugar and full-calorie beverages and even diet sodas are on the downslide, but people still like bubbles, especially during dining occasions,” said Hersh. “I don’t think people are saying that carbonation is bad. It’s just the ingredients in mainstream sodas that are the no-no.” For this reason, GuS chooses to eschew artificial ingredients in its products, flavoring its sodas with real juice, natural extracts and pure cane sugar.
One craft soda company that has broken new ground in producing a beverage made entirely from the natural ingredients so popular among 21st century American consumers is Spindrift. All Spindrift sodas and seltzers are made with fresh, raw, unpasteurized juice combined with sparkling water and cane sugar. “There’s a lot of natural sodas out there, but what we learned is that nobody has done anything with fresh juice,” said Shelly Haygood, Vice President of Sales and Business Development for Spindrift. “By using a fresh juice, the taste is just so much brighter, and just the idea of fresh comes through. Really, everyone who tries it is excited, because it’s something different.”
By focusing on making a product with juice, squeezed from freshly harvested, regionally grown produce, Spindrift is able to capitalize on another consumer trend, popular among modern consumers: the push for seasonality. Perhaps a first in the industry, Spindrift recently debuted a seasonal pomegranate flavor, produced from fruit harvested on a small California farm. The soda was available on the West Coast only for a short time while the pomegranates were in season.
Joia All Natural Soda has found its own unique way to appeal to modern bubbly beverage enthusiasts, creating a product line that creatively combines fruit, herb and spice flavors in ways not erstwhile seen in the soda aisle. “Our point of difference is we are a fruit, herb, spice company, so it’s grapefruit-chamomile-cardamom, blackberry-pomegranate-ginger, lime-hibiscus-clove,” said Johnson. “Because of the fruit and herb/spice combinations, they’re less sweet. It’s all natural, so they’ve just got a nice, much fresher, cleaner taste. They’re a little more complex. We talk about layers of fresh flavor.”
GuS Grown-Up Soda has taken a different approach in crafting its products, opting to appeal to adults’ nostalgic affection for classic American flavors like cola, root beer and ginger ale. “It’s enough of a broad range that we’re not trying to create really esoteric flavors that are maybe not as approachable and that you’d need to educate someone about,” said Hersh. “One doesn’t need to be educated about cola, root beer, ginger ale or lemon soda. For the most part, ours is an adult-oriented, natural twist on everyday soda flavors.”
One thing that unites Joia, GuS and Spindrift is the companies’ collective appreciation for cocktails. Each company offers a number of suggestions for how best to use its products in mixing up the perfect drink. GuS, for example, recommends combining its Meyer lemon soda with rum and mint to prepare its spin on the classic mojito: the GuS-ito. One can also mix GuS ginger ale with sake and lime to make a NaGuSake. Spindrift advocates mixing its low-calorie seltzers with vodka to create the perfect skinny cocktail. And Joia offers a diverse array of products that mix perfectly with everything from vodka to gin to rum to tequila.
With craft sodas growing increasingly popular among today’s consumers, more and more restaurants are now offering their clientele the option of these lower calorie, all-natural artisan sparkling drinks. According to Hersh, his company’s products are particularly good for pairing with food, as they are not particularly heavy on sugar and thus do not overwhelm the palate. Today, GuS sodas are available in restaurants around the country, including a number of famed American eateries such as The French Laundry, Per Se and Bouchon Bakery.
Haygood similarly argues that her company’s products are a perfect addition to any restaurant menu. For her, the care that goes into crafting Spindrift products more accurately reflects the care that restaurants put into their menus. “Where we’re doing really well, and where our focus has been, is fast casual restaurants or where people eat lunch,” she said. “We go in and we see that there is incredible care taken with ingredients for salads, sandwiches, beautiful breads. And then at the end there’s a beverage that doesn’t really match. I go in and I say we make our beverages like you make your food, and there’s this instant connection.”
For gourmet soda companies, making specialty sparkling beverages is truly a craft in the most essential definition of the word. Just as innovative food companies have transformed the landscapes of beer, ice cream and chocolate, taking the products to a truly gourmet level, craft soda companies are doing the same with soda. “With craft beers and other craft types of things, people are looking for more complex flavors,” said Johnson. “You see herbs and spices going on in ice creams and crackers and all sorts of stuff. I think people’s palates are just becoming more and more complex.”
By Lorrie Baumann
As Anthony Bourdain and Andrew Zimmern are fond of pointing out to their television audiences, you can learn a lot about a society by tasting its food. Case in point: the Orthodox Jewish community in the Crown Heights neighborhood of Brooklyn, N.Y. If you find yourself in Crown Heights, or even if you are just wondering about kosher food, Benz’s Food Products will be happy to serve up an education in what it means to be both “kosher” and “gourmet.”
Benz’s Gourmet, the brick and mortar shop that is the retail face of the family-owned kosher grocer, opened 11 years ago in Crown Heights, a neighborhood that has since become known as a case study in gentrification. As rising real estate prices have forced middle class families out of Manhattan, they have fled in large numbers to Brooklyn neighborhoods served by an efficient public transportation system that provides easy access to the island. The population shift has generated the concerns and conflicts characteristic of any rapid cultural change.
For Benz’s Gourmet, the changes in the neighborhood have created an opportunity to serve both the neighborhood’s native Orthodox Jewish residents and ex-Manhattanites with gourmet foods that meet the strictest of kosher requirements but also the educated tastes of adventurous eaters. Aside from a few staples that are carried as convenience items, every item in Benz’s Gourmet must pass both tests: it must meet the strictest of kosher standards, and it must be a gourmet product.
“If you’re looking for a gourmet dulce de leche that’s strictly kosher, you come to Benz’s. If you’re looking for a kosher goat yogurt, Benz’s carries it. If you’re looking for truffles, Benz’s carries it. We also offer a large assortment of imported cheeses, imported olives and beers. Of course, all strictly kosher,” said Dobi Raskin, the daughter in the family that owns and operates Benz’s. Dobi does some of pretty much everything that has to be done in the store and the wholesale operation that stands behind it. “Just because you’re kosher and Orthodox doesn’t mean you don’t want a truffle mac and cheese. Just because you keep kosher shouldn’t mean that you don’t get to taste the finer things in life.”
The business was started in 1976 by Dobi Raskin’s father, Benz Raskin. Benz is still active in the business along with Dobi’s mother and her three brothers.
Benz started out making classic frozen gefilte fish logs, distinguished from competing products by the high quality of a product made with only fresh fish and fresh produce when other companies were making it with frozen fish. “We started really small, making small batches,” Dobi says. At first, the product was sold only to local families, with Benz delivering it himself in a little red pickup truck. “We’re in Brooklyn, the home of many Orthodox Jews,” Dobi says. “We ourselves are Orthodox Jews.”
As the Benz’s gefilte fish became more popular, Benz started selling it wholesale to institutional buyers serving the Orthodox community. He then began adding more groceries to his product line. Today, the business sells groceries through the Internet as well as in a brick-and-mortar store, and the company’s patriarch has become a mascot for the neighborhood. The shop is only about 20 feet by 100 feet, so it’s not hard to find him when he is there. “Our hearts are bigger than our store,” Dobi says. “He’s sort of an icon. People come in just to say hello to him. He loves it.”
Benz started the business because he saw that the people in his neighborhood were becoming more interested in some of the gourmet food products that they were hearing about from the Food Network and other influences. They wanted to try the new specialty foods, but they were not interested in abandoning religious requirements for how food is to be raised, processed and served. “That’s where Benz saw the need,” Dobi says. “It requires a lot more research and care to make sure that the products are up to the kosher standards of the community, since there are many different kosher certifications. If there’s a product with a kosher certification you don’t recognize, you have to do due diligence to make sure that it’s something we can carry … Just because something has a symbol doesn’t mean that it’s going to fly with us.”
Benz’s now carries a wide variety of refrigerated and frozen products, dry products and other specialty groceries, all with the endorsement of rabbinic authorities that it has been produced according to strict kosher law. Dobi does a great deal of the research herself to be sure that each product meets the company’s standards. “It’s quite astonishing how much time it takes to establish that a product is kosher, and if so, under which certification,” she says. “That’s what makes us unique, that we take the time.”
When customers ask for an item that’s not in the shop’s stock, Dobi seeks out suppliers who can provide a kosher gourmet product. “If you’re looking for strictly kosher goat yogurt, Benz’s will find it and bring it in. If it’s a popular item, it becomes a regular. We’ll stock it,” she says. “If it’s available on the market, we’ll try to bring it in for you.”
Finding a gourmet item with the proper kosher certification can be a challenge, and Dobi is particularly proud that she was able to find truffle products in response to a customer request. She now gets them from an Israeli company that sources them in Europe, and Benz’s now offers minced truffles, truffle sea salt and even truffle oil. “We were able to bring in the product line. That was a good one,” Dobi says. “You keep the customer happy. They keep you happy. It’s a nice cycle.”
In their eagerness to try new gourmet products, Benz’s customers have not forgotten the traditional foods they grew up with. The company still sells its classic frozen gefilte fish logs and still takes great pride in offering a gourmet product that meets customers’ dietary needs. “The fresh fish and fresh produce that goes into the product put it a step above its competitors, Dobi says. “Just because we eat gefilte fish doesn’t mean it has to taste like cardboard.”
Benz’s also imports trays of herring from Europe and offers them both in the tray and in almost 30 different preparations that combine the herring with ingredients like wasabi, scallions, jalapeños and habanero peppers. Some customers like to buy the herring already prepared, and some like to buy the plain filets and take them home to experiment with new flavor combinations. Either way, Benz’s is ready to serve.
“Our herring filets are probably the best on the market. The quality just can’t be beat. It’s just nice, buttery, good texture,” Dobi says. The herring filets are, like Dobi herself, named after Benz’s mother, so customers come into the shop and ask for Dobis. “I’m pretty famous now, I guess,” she says.
The Dobi case is a popular gathering spot for the community as they come into the store to shop for Sabbath meals, and the various preparations for the herring have become a running topic of discussion among the Orthodox community, where you can often tell which synagogue an individual attended last week by what kind of herring they’re talking about, Dobi says.
“People are expanding their horizons. The market is so vast and there are so many options that people are able to eat a gourmet diet and still adhere to the strict kosher requirements,” says Dobi. “There’s a young community here that’s blossoming that wants the better things in life, and we appreciate that we’re able to offer it to them.”
Until the 1930s, few Americans had ever tasted a taco or burrito, but since then, Mexican cuisine has become a ubiquitous staple in this country. Likewise, before the 1980s, most American diners would have found it appalling to sit down to a plate of raw fish and rice, but today it seems that there is a sushi bar on every urban street corner. And living in a country with 43,000 Chinese restaurants, it can be easy to forget that there was once a time when the cuisine of China was about as foreign to American eaters as the cuisine of Mars.
Throughout American history, palates (and, subsequently, the foods American cooks place on their dinner tables) have constantly evolved. There are a variety of reasons for this, including the effects of immigration, American travel abroad, the careful marketing of global cuisines in this country and the simple transformation of tastes. It is understood that the dishes most popular with one generation are almost certain to be different from those most beloved by the next. With American palates shifting so rapidly, and with the potential rewards for staying on top of the trends so great, many are motivated to shape and predict what will be the next big thing in global cuisine.
Polish cuisine attracting adventurous gourmands
According to the American Community Survey, there are currently almost 10 million Polish Americans living in the United States, making up 3.3 percent of the total population. In Wisconsin and Michigan, over 9 percent of the population is of Polish descent. As the Polish population in this country is burgeoning, so is the importation of goods from Poland. According to the U.S. Census Bureau, between 2010 and 2013, the value of goods imported into this country from Poland increased 65.5 percent.
International travel to Poland is also up (over 12 percent since 2009), and Americans make up the second largest group of visitors to the country after the French. The cuisine of Poland has become one of the draws bringing American tourists to the country. In part due to the success of high end gourmet Polish eateries, such as Warsaw’s Atelier Amaro, the first restaurant in Poland to receive the Michelin rising star award, hungry food tourists are flocking to Eastern Europe to taste indigenous Polish ingredients prepared with 21st century techniques.
According to Tomasz Piszczek, founder of Polish specialty food company Polska Foods, Inc., the increasing popularity of Poland as a destination for food tourists and of Polish food more generally in this country is the result of Polish chefs going back to the country’s pre-communist roots and re-inventing the national cuisine with an eye toward freshness and flavor. “During the communists, the Polish kitchen used a lot of salt, fat and black pepper to increase the flavor. You didn’t have too many spices. It was difficult to get access to traditional ingredients such as cloves, anise, figs, cinnamon, saffron, walnuts, almonds, and nutmeg,” said Piszczek.
Piszczek explained that contemporary chefs specializing in Polish cuisine approach the country’s food traditions in a different way. “The new generation in Poland right now is bringing back their culinary heritage of the past centuries—food with exquisite flavor that was influenced by Italian Queen Bona in the 16th century in Poland, who brought culinary lavishness to the Polish court,” he said. “As the new generation returns to old traditions, and as more people travel to Poland, many are rediscovering Polish cuisine that artfully blends many European flavors into one celebrated dish, setting the record straight for future generations.” According to Piszczek, this modern Polish cuisine features a wide variety of spices, vegetables, seeds and nuts, and this is the Polish cuisine he sees growing in popularity among U.S. eaters.
Malaysian tastemakers looking to capitalize on American love of fusion
The American love affair with fusion cuisine goes back at least to the 1970s, when increased U.S. trade with Asian countries led to an explosion of American eateries specializing in Japanese or Chinese delicacies, but with a distinctly Western twist. Asian fusion continues to be popular throughout the United States, along with a plethora of other fusion cuisines from Tex-Mex to Louisiana Creole to California cuisine. As Americans continue to go crazy for fusion, another exotic fusion cuisine could be on deck to capture consumer interest in this country: Malaysian cuisine.
For Americans who are often so enamored with the combination of disparate global flavors, ingredients and techniques, the fusion cuisine of Malaysia seems tailor-made for the country’s food-obsessed populace. Malaysian cuisine represents the unique coalescence of Indian, Chinese, Thai, Portuguese, Middle Eastern and native Malay flavors.
“Why do Americans need Malaysian cuisine?” asked Christina Arokiasamy, chef, author and Malaysia’s Food Ambassador to the United States. “America has given Thailand a chance. America has given Japan a chance. America has given India a chance, China a chance, Vietnam a chance. America is a country that is multicultural. America is close to traditions. And Americans are also very innovative. We Malaysians are also very close to our culture, just like Americans. We are very traditional, yet we are so innovative that we can make this kind of food for the American kitchen.”
The most popular Malaysian dishes represent the melting pot that is the company’s eclectic food culture. Hokkien Mee, for example, is a Chinese style noodle dish cooked with crispy cubes of deep fried pork lard. Nasi Kandar is a popular rice dish, seasoned with Thai-inspired curry sauces. Malaysia also offers its own unique take on satay, a dish popular throughout Southern Asia, from India to Indonesia.
With bottled Malaysian sauces, packaged spice pastes and pre-packaged heat-and-serve meals available in many grocery stores, cooks who never before attempted a Malaysian passport meal at home are now beginning to experiment with the exotic flavors of this Southeast Asian kingdom. Meanwhile, those less likely to whip up their own Malaysian feast are experimenting with the flavors of the country at popular restaurants, such as San Francisco’s Banana Leaf, New York’s Nyonya and Las Vegas’ Satay.
Home cooks experimenting with flavors of India
Although Indian food is relatively well established in this country and thus does not necessarily fall into the category of up-and-coming global cuisines in the way Malaysian or Polish food might, the fare of the Indian subcontinent is growing as a mainstream cuisine of choice in this country. According to market research company Mintel, retail and foodservice sales of Indian food have jumped 35 percent in recent years. As a result, more and more home cooks today are experimenting with Indian flavors and ingredients in their own kitchens.
Today many Americans who never before touched a plate of chicken tikka masala, palak paneer or vegetable jalfrezi are carefully dipping their toes into the pool for the first time. This is in part due to the work of gourmet food companies that are attempting to make Indian dishes and flavors more accessible to the average American. Whereas one once had to visit a specialty grocery to pick up the staples necessary for preparing an Indian meal, today the average supermarket offers a selection of Indian ingredients and heat-and-serve dishes.
“It’s getting a little bit easier [to appeal to Americans], because people have become more adventurous in what they want to eat. They want new spice profiles. They want higher spice profiles. And Indian food provides that,” said Mike Ryan, Vice President of Marketing for Deep Foods, a manufacturer of Indian foods.
By Zach Calvello
Hammond’s Candies has come a long way since Carl T. Hammond first founded the company in 1920 after leaving school to apprentice for a local candy maker. Today, Denver-based Hammond’s Candies is one of the best known confectioners in the country, renowned for its outstanding quality and dedication the craft of candy making. The company handcrafts all its confections in open kettles and small batches. All ingredients for its candies are sourced locally, and supplies are purchased from American companies.
Since welcoming Andy Schuman to the team as the President and CEO of Hammond’s Candies, the company has seen enormous growth. “When I first started with the company in 2007, we were primarily known as a Christmas confectioner. I saw this as a perfect opportunity to begin branching out,” says Schuman. “I wanted Hammond’s Candies to be known for everyday candies, not just for its holiday ones.”
With this in mind, the company began to expand its horizons in all areas of candy making, sales and distribution. Hammond’s Candies now delivers its candies throughout the nation. The company’s products are primarily found in “mom and pop” shops across the United States, but distribution expands far beyond this. “We are found in larger retailers as well, but because of how our products are crafted, it makes sense that smaller retailers like to carry our products,” said Schuman.
As Hammond’s has increased the scope of its distribution, the company has had to develop a precise distribution plan. To get ready for the holiday season, for example, Hammond’s Candies now prepares nearly a year in advance, ensuring that all orders are met with exceptional veracity.
Social media has been hugely important to Hammond’s as a tool for attracting business. The company regularly updates its Facebook, Twitter and Pinterest accounts. Schuman says, “Pinterest has been a great place to show consumers what they can do with our candies.”
Hammond’s Candies enjoys keeping its social media sites entertaining and exciting, driving recurring visits from followers. Throughout the year, Hammond’s Candies holds polls on its Facebook page in order to get direct feedback from its fans. This is a method that Schumann finds particularly useful in determining new product direction, and he has employed social media in a number of ways, including recently seeking advice about names for his newly adopted dog. “It was exciting to see how many names we received from this poll,” he says. “We were getting names like Butterscotch, Cupcake, Taffy—just all sorts of fun ones.”
Plant tours have also been crucial in whetting consumers’ appetites for Hammond’s Candies. The company offers free tours throughout the year and attracts a wide audience. With more than 100,000 people coming through Hammond’s Candies facilities every year, the company has the opportunity to introduce new candies to the public and get immediate feedback. Schuman particularly enjoys these tours, saying, “I want people to see the hard work that goes into our creation process, and it’s an ideal way to see what’s working and what’s not.”
Hammond’s Candies has launched a line of cotton candy that is currently shipping out, and the company is readying its new Whoopie Pie Chocolate Bar for distribution starting in the next few months.
By Lucas Witman
For those living outside the Northeastern United States, it can be difficult to comprehend the importance of maple syrup to the region’s endemic food culture. In this area, sugar houses have operated for centuries, carefully harvesting the sap from sugar maple trees and transforming it into maple syrup, maple cream, granulated maple sugar and maple candy. Today, the products of these sugar houses are more popular than ever, with specialty food companies going out of their way to incorporate maple into their product lines. Keeping track of all of the maple products currently on the market is a formidable task, but maple maven Mary Hilton has made it her business to do just that. And if there is a maple product available anywhere in the United States, you are likely to find it on display at Hilton’s Potsdam, N.Y. shop Maple Run Emporium.
As a retail space, Maple Run Emporium offers a truly unique shopping experience. Not only does the store contain perhaps the largest selection of maple-related food products in the country, but the space also serves as a gallery for local artists, a kitchenware and home design store and a meeting place for area residents and Potsdam visitors. Since the store’s founding in 2010, Hilton has worked hard to create a welcoming retail space that showcases the best of what her region has to offer.
Hilton’s inspiration for the Maple Run Emporium concept originally evolved out of her admiration for the works of American philosophers Helen and Scott Nearing. The Nearings often wrote about harvesting sap and making maple syrup on their farm in Vermont. Hilton was always attracted to their romantic tales of horse-drawn sleighs and Victorian stone gardens. It was Hilton’s desire to experience the world that the Nearings described, combined with her lifelong love of everything maple, that ultimately led her to open the store.
“The shop is a culmination of everything I love. I love cooking. I love gardening. I love everything about the kitchen,” said Hilton. “Boiling sap from my maple trees to make products for the shop was part of the original idea, and now the plan is to do just that right here.”
Maple Run Emporium quickly became a fixture in Potsdam, a small college town in upstate New York with a population that is very in touch with local food culture. “People are really looking to come to a local shop. Everyone wants to come to a college town and go in and out of the quaint little shops,” said Hilton. “And people want to see things that are locally produced. Almost everything I have in the store is pretty much regional.” Today, Maple Run Emporium has become the place to go in Potsdam for those looking to take in the area’s regionally produced consumables and art.
When it comes to the gourmet offerings at Maple Run Emporium, the store offers just about every type of maple product that one could possibly imagine. Popular specialty food brands like Stonewall Kitchen, Robert Rothschild Farm, The French Farm and Gourmet du Village are all represented. The store offers maple-flavored cheeses such as locally produced Maple Cheddar with Bacon from Lowville Producers Dairy Cooperative. There is a vast selection of maple candy, including Chuao Chocolatier’s Maple Bacon Chocolate Bar and sweets from Hutchinson’s Candy, Saratoga Sweets and Das Lolli. The list of maple products goes on and on, encompassing pancake mixes, frozen desserts, meats, spices, teas, coffees, pickles, jellies, nut butters and more.
Of course, no emporium of maple would be complete without an impressive selection of maple syrups, and Hilton’s store is no exception, featuring two bookcases stocked with every variety of the sweet elixir. The shop owner divulged that she does have her own favorites, most notably the two “tonics” from Noble Handcrafted. She praised Tonic 1, a dark syrup aged in bourbon casks that she feels is particularly rich and flavorful. However, she also has a fondness for the company’s Tonic 2, which is infused with Egyptian chamomile and Tahitian vanilla bean.
In addition to the store’s wide specialty food selection, Maple Run Emporium also offers an equally impressive selection of housewares, including Wüsthof knives, Nordic Ware pancake griddles, Emile Henry pizza stones, Le Creuset batter bowls, Mauviel copper crepe pans and All-Clad cookware. The store’s maple wood products are also popular with customers, including Jonathan’s maple utensils and J.K. Adams cutting boards. Shoppers at Maple Run Emporium can also browse for kitchen gadgets, home textiles, bath products and gift items.
In the store’s relatively short lifespan, Hilton has made it a personal priority to turn Maple Run Emporium into an important part of the community. The store participates in many local events like Potsdam’s annual Summer Fest and First Saturday for college students. In addition, various community gatherings are hosted in the store. . “I do events because they are an opportunity to showcase the shop and attract new customers. They keep the shop active and vibrant,” said Hilton.
What ultimately gets customers in the door of Maple Run Emporium, however, is the delicious smell of maple constantly wafting out the front door, as well as Hilton’s contagious personal passion for maple. “I always loved the flavor of maple,” said Hilton. “It is very important to me.”