By Robin Mather
International flavors and new twists on old favorites characterize the 2017 sofi award winners for new products at the Specialty Food Association’s Summer Fancy Foods Show. Several products which won for new product also won top honors in their categories. This is a new category for the sofi awards.
Here are the winners in each category.
Baked good: Sharp Cheddar Biscuits, by Callie’s Charleston Biscuits LLC of North Charleston, South Carolina. 843.577.1198
Baking mix or ingredient: Gluten-free Crust Mix by renowned chef Thomas Keller’s Cup4Cup of Napa, California. 707.754.4263
Barbecue sauce: Dr. Foo’s Kitchen Bali BBQ Sauce by Fischer & Weiser Specialty Foods, Fredericksburg, Texas. 830.997.7194
Cow’s milk cheese: St. Albans Cheese, by Vermont Creamery, Websterville, Vermont. 802.479.9371
Non-cow milk cheese: Daphne’s Creamery Chèvre by Zoe’s Meats, Santa Rosa, California. 707.545.9637
Chocolate candy: Almond Gold Bar by Fran’s Chocolates LTD, Seattle, Washington 206.322.0233
Chocolate, dark: Cheeky Cheeky Churro Chocolate by Chuao Chocolatier, Carlsbad, California. 740.476.0197
Chocolate, milk and white: Moka Fleck Chocolate by Lake Champlain Chocolates, Burlington, Vermont. 802.864.1808
Cold beverage drink and cocktail mix: Top Note Indian Tonic Water by La Pavia Beverages Inc, Milwaukee, Wisconsin. 414.208.9677
Cold beverage RTD: Gazpacho with Mediterranean Seawater by Seawater Food & Beverage Inc, Dallas, Texas 214.537.5070
Condiment: Tomato Nduja by City Saucery, Brooklyn, New York 718.753.4006
Confection: Strawberry Mango Gummy Pandas by Bissinger’s Handcrafted Chocolatier, Saint Louis, Missouri. 314.615.2438
Cookie: Chocolate Chip Tiny Cookies by Tate’s Bake Shop, Southampton, New York. 631.780.6511
Cooking sauce or marinade: Cambodian Coconut Peanut Sauce by Wozz! Kitchen Creations, Bethlehem, New Hampshire. The sauce also won gold in this category. 603.915.3528
Cracker: Sourdough Crispbread Pink Peppercorn by Peter’s Yard Limited, Gerrards Cross, Bucks UK, (44)796.768.7717.
Dairy yogurt or dairy alternative: Organic Greek Strained Yogurt by Kourellas Dairy, New York, New York. 646.684.9131
Dessert sauce or topping: Bourbon Barrel Aged Hard Cider Goat’s Milk Caramel Sauce by Fat Toad Farm, Brookfield, Vermont. 802.279.3893
Gluten-free: Gluten-Free Korean Hot Sauce by K-Mama Sauce LLC, Minneapolis, Minnesota. 612.460.5156
Granola: Artisan Grains Chocolate, Coconut and Almond by Don’s Food Products, Schwenksville, Pennsylvania. 484.991/1011
Honey: Propolis Hazelnut Cocoa Raw Honey by SBS Americas Inc, Valley Cottage, New York. 516.263.3490
Hot beverage: Oregon Mint and Tulsi Tea by The Tao of Tea, Portland, Oregon 503.736.0198
Ice cream, gelato or frozen treat: Passion Fruit Guava Sorbet by Cable Car Delights, Inc., Berkeley, California. 510.849.0143
Jam or preserve: Spiced Raisin Marmalata by Le Bon Magot, Lawrenceville, New Jersey. The product also won gold in this category. 609.477.2847
Meat, poultry or charcuterie: Jalapeno Bacon Cheddar Bratwurst by Nueske’s Applewood Smoked Meats, Wittenberg, Wisconsin. 715.253.4000.
Nut or seed butter: Nocciolata Dairy-Free Organic Hazelnut and Cocoa Spread by Rigoni Di Asiago USA, Miami, Florida. 305.470.7583.
Nut or other oil: Jalapeño Lime Infused Oil by Extravagonzo Gourmet Foods LLC, Boise, Idaho. 208.639.2926
Olive oil: Olives and Mandarines Condiment by Azienda Agricola Coppini Arte Olearia srl, San Secondo Parmense, Italy. 00390521877621
Pasta, rice or grain: Rustichella d’Abruzzo Pasta Integrale di Farro Couscous by Manicaretti Italian Food Imports, Oakland, California. 510.740.2020
Pasta sauce: Alfredo of Rome, the Only Original Alfredo Sauce by Jersey Italian Gravy, Oakland, New Jersey. 201.620.2111
Pickle or preserved vegetable: Bread n’ Butter Pickles by McClure’s Pickles, LLC, Detroit, Michigan. 248.837.9323.
Salad dressing: Aunt Dottie’s Salad Dressing Pumpkin Seed Vinaigrette by JGF Enterprises, Okatie, South Carolina. The product also won gold in this category. 843.645.9050
Salsa or dip: White Bean Dip by Maya Kaimal Fine Foods, Rhinebeck, New York. 845.876.8200.
Savory snack: Cilantro Lime Chickpea Chips, also by Maya Kaimal Fine Foods, Rhinebeck, New York. 845.876.8200
Seasoning or spice: Slow Cooker Sichuan Blend by The Zen of Slow Cooking, Lake Forest, Illinois. 847.340.8414
Sweet snack: Organic Coconut with Cranberries, Cashews, Almonds and Chia Seeds by Creative Snacks Co., Greensboro, North Carolina. 336.668.4151
Vegan product: Sea Salt Chocolate Covered Cocomel Bites by Cocomels by JJ’s Sweets, Boulder, Colorado. 303.800.6492
Vinegar: Strawberry White Balsamic Vinegar by Olivelle, Bozeman, Montana. 406.587.4246
Rogue Ales & Spirits, the country’s only brewery-distillery-cooperage, announces the release of 2017 Rolling Thunder Imperial Stout. Brewed with ingredients grown at Rogue Farms and ocean aged in Dead Guy Whiskey-soaked handmade Oregon Oak barrels coopered at Rogue’s Rolling Thunder Barrel Works, Rolling Thunder Imperial Stout is the culmination of a long journey from bark to bottle. In 2015 Rogue acquired vintage, WW II era, coopering equipment and subsequently established Rolling Thunder Barrel Works to take on the ancient art form of barrel making. Using Oregon Oak, Rogue’s cooper Nate Lindquist assembles, raises, toasts, chars, hoops, cauterizes, sands and brands one barrel a day, all by hand.
“At first it was a creative challenge,” said General Manager Dharma Tamm, “to see how we could incorporate our brewery, distillery, cooperage and farm into one beer. However, our brewers, distillers, coopers, farmers – and even graphic designers turned it into a quest to create a world class beer that exemplifies the Rogue spirit of challenging the norm and pushing creative boundaries.”
Black with a creamy head, Rolling Thunder Imperial Stout features deep sherry notes accentuated by hints of coconut, cherries, dark fruit and vanilla held up against a dark roasted malt backbone with earthy hops. At 14 percent alcohol, this year’s Rolling Thunder is bigger and bolder than the inaugural 2016 release. Limited quantities of Rolling Thunder Imperial Stout will be available on draft and in 1-liter swing-top bottles at Rogue public houses starting July 21, then at select retailers nationwide on August 1. For more information visit Rogue.com.
By Robin Mather
While you weren’t looking, Walmart made a shrewd marketing move. There’s a lesson there for all of us.
Nearly a third of the population of Dearborn, Michigan, is Arab-American, according to the 2000 federal census. They’re the descendants of immigrants who came to work in the auto industry in the early 20th century. Walmart has recognized the strength of that potential market and has taken steps to court it.
In 2008, Walmart designed its Dearborn store to attract Muslim shoppers. The effort included reorganizing parts of the store to resemble an open-air market and hiring 35 Muslim clerks, whose name tags also note that they speak Arabic. Walmart also hired a Dearborn Arab-American to conduct cultural sensitivity training.
“It’s like a farmer’s market,” said Bill Bartell, the Store Manager, in an Associated Press story. The report described more than 20 produce tables featuring the squash, beans and cucumbers that Bartell’s Middle Eastern customers want for their recipes. The section also captivated Bartell’s black and Hispanic customers, he said, as quoted in that story. “Because we did all this due diligence prior to moving into this area, we came to realize our clients really kind of liked this atmosphere, and they liked the variety that we can give them.”
Walmart realized early that one out of five of the average Muslim households has a member with a medical degree or a Ph.D. Gallup has said that the second-most highly educated woman in America is a Muslim. Because the Muslim population tends to be highly educated, disposable income is about 30 percent higher than that of the average American household.
Canny retailers and food manufacturers are out to capture some of the $20 billion in food dollars that Muslim demographic has to spend in restaurants and supermarkets, says Adnan Derrani of Saffron Road, which produces snacks and frozen meals for observant Muslims and others who follow halal practices. (More about halal and what it means in a moment.)
“Nielsen is saying that the halal market is expected to rise from 11 or 12 percent this year, up from 7 percent last year,” Derrani said. “Compare that to organic, which is projected to grow by 9 or 10 percent this year. This is a category that retailers need to pay attention to, when it’s growing faster than organic foods.”
A 2016 Pew Research Center study estimated that some 3.3 million Muslims live in the United States, with the potential for as many as 6.6 million by 2050. The average Muslim household has 4.9 members, with a wide age range in the house.
Of course not all Muslims are Arab-Americans; many are second- or third-generation Americans with roots in other Muslim countries, and some are immigrants from around the globe. Pew reported in that study that the world’s 1.6 billion Muslims are the majority in 49 countries. Indonesia is home to the largest population, while India has the second-largest population. Indeed, said the Pew report, a ban on Muslim immigration from the seven countries named in President Donald Trump’s executive order would affect just 12 percent of the world’s Muslims.
“As the United States becomes more diverse, there is an increasing opportunity for food producers to differentiate their products and gain price premiums,” said a Penn State Extension report on how producers can market to Muslims. “However, as with any market segment, the marketer must get to know the customer. The Muslim audience has particular religious beliefs that constrain their diets. By providing foods that fit Muslims’ prescribed diets, producers may be able to diversify their markets and increase their profitability.”
Muslims follow dietary rules on what is “halal,” or acceptable, and what is “haram,” or forbidden. In Islam, eating is as much a form of worship as prayer, and observant Muslims are careful to follow the rules.
Halal begins with how animals are fed and raised, and follows through to slaughter, when the animals must be quickly killed by hand, and their blood drained. Animal byproducts such as blood, gelatin and processed dairy products made with enzymes or additional proteins from animals are prohibited. Alcohol is also strictly forbidden, and that includes flavoring extracts made with alcohol, as is pork.
The Muslim customer at Starbucks, for example, will find her choices severely limited because of the alcohol in vanilla extract, which is used in many drinks and almost all baked goods. She would know that before she went into Starbucks, however, if she looked at MuslimConsumerGroup.com, which maintains lists of halal and haram foods, personal care items and more.
Colgate understood halal/haram early, and most of its toothpastes, including one flavored to taste like the traditional miswak twigs used as toothbrushes, are halal because they contain no alcohol or carrageenan (which may have been processed with alcohol).
“There are many levels of halal, just like there are many levels of kosher,” says Saffron Road’s Durrani. “Ideas of halal are currently going through an evolution, just as kosher did during the 1940s.”
Muslim or not, many customers appreciate the standards that halal labeling can offer. For Millennials particularly, ethical consumerism ― the idea that a shopper effectively votes with her dollar by buying food with production practices she supports ― is just par for the course. “Most of the people (buying our products) are not Muslim, but they just love the values that we espouse around halal,” Durrani said. “Transparency is very important to them, and we try to be very transparent with consumers about everything that we do.”
In Saffron Road’s case, he said, that includes following the strictest certifications for animal welfare. “We have met the standards of the highest levels of humane welfare in the world, and that’s what I consider halal,” Durrani said. That certification comes from Certified Humane, which follows slaughter guidelines written by Dr. Temple Grandin, the world-renowned authority on animal behavior.
“For us, it’s clean ingredients, making sure that the livestock is family farmed and 100 percent vegetarian fed, with the livestock actively socialized and raised in a stress-free environment that promotes healthy behavior for the animal,” said Durrani. “It’s the sacredness of our food system, whether that’s the livestock, the plants they eat or the farmland they graze on. We look at the whole life of the animal, not just at its slaughter.”
The halal market offers rapid growth to savvy retailers, experts say. “This is an incredible opportunity,” Durrani said. “It’s a consumer group that has been so beaten down because of xenophobia that if you go toward them one inch, they come running to you. It’s a disenfranchised community. The impact of marketing to this disenfranchised community has a significant upside with very little risk, and the upside so outweighs the little amount of risk.”
Embracing inclusiveness is a “ubiquitous value that a lot of Americans aspire to. There’s a celebration of diversity in America,” Durrani said. “Don’t push anyone away ― create a bigger tent and invite everyone to come into the tent.”
Istizada is a Jordanian marketing agency that specializes in the Arab world and counts Microsoft as one of its clients. Its name is the Arabic word for “a striving for more; pursuit of an increase, expansion or extension; or a desire or request for more.”
The company notes that Ramadan, which ended on June 24 this year, presents big marketing opportunities ― as many retailers, such as Burger King, have observed. The month-long observance of daylight fasting and evening feasting will begin in 2018 on May 15 and end June 14.
“Without having experienced Ramadan, one would assume food consumption would be down during the month … since it is a month of fasting. This is not the case, though,” Istizada wrote in a blog post. “Food consumption surges during the month as families feast in the evenings after many hours of not eating. Ramadan is also a time to spend more on delicacies and meat. It is common to shortages of certain types of food during the season, and in some countries, some consumers start stockpiling before the holiday.”
Durrani agrees that Ramadan is a huge opportunity. “It’s like 30 Thanksgivings in a row,” he said. Consumers “buy a lot of groceries to load up before the fast, which is a wonderful community engagement. It’s like a potluck in which (the observant) bring food to celebrate the sundown end of the fast. During that month, we see our sales spike 200 to 600 percent, just in that one month.”
For retailers, attracting Ramadan shoppers is easy, he said. “To reset an aisle for Ramadan, they can simply set up a sign that says ‘ Get your Ramadan food here.’ “
There are other Muslim holidays as well that present opportunities for retailers, said Istizada. Note that these dates change annually, and the dates here are for 2017. These include:
Eid al-Fitr, the feast that marks the end of Ramadan (June 25-28 this year, June 14-17 in 2018).
Hajj, a five-day pilgrimage that begins on the eighth day of the final month in the Islamic calendar. (Aug. 30-Sept. 4)
Eid al-Adha is the second most important Muslim holiday and marks the end of Hajj. As with Eid al-Fitr, Muslims are required to share food and money on this holiday, and spend money on gifts for family and friends. (Sept 1-5)
Islamic New Year falls on the first day of the first month of the new year. (Sept. 21-22)
Prophet Mohammad’s Birthday is a contested holiday and some conservative Muslims reject its celebration. Consult local experts to make sure it’s appropriate to promote in your area. (Nov. 30-Dec. 1)
The Muslim market is big and getting bigger. “Twenty-five years ago, the Hispanic market was identified as huge. Today, the Latino and Hispanic market is about $1 trillion. Halal will be the next bigger market,” said Durrani. “The halal movement has a lot of wind at its back, and I think it’s going to be that way for a while.”
Indeed, wrote Hussein Elasrag in a 2016 paper titled “Halal Industry: Key Challenges and Opportunities,” “For brands that find ways to embrace and engage the Muslim consumer, the rewards are rich. And smart, compelling communications will play a critical role in targeting a consumer market that already represents nearly a quarter of humanity.”