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Gourmet Newswire

Writing Effective Fancy Food Show Marketing Copy

 

By Lorrie Baumann, Editorial Director, Oser Communications Group

Here are some quick tips for writing marketing copy that will start your sales conversation with prospective buyers even before they reach your Fancy Food Show booth.

 

  1. Remember whom you’re writing for! When you’re writing marketing copy to place in Gourmet News or a flyer to hand out at your booth, you’re writing for your customers, not for the general public. That means that you can use jargon or terms of art that you wouldn’t expect members of the general public to understand. However, you should also keep in mind that even your customers might not be familiar with abbreviations and acronyms that are specific to your company. Don’t assume that everyone knows what you mean when you shorten or abbreviate your company name, for instance.

 

  1. But also remember that the ubiquity of the Internet means that anything you write might ultimately be seen by anyone. That means that you shouldn’t put anything in your marketing copy that could embarrass you or your company if it’s seen online.

 

  1. Keep in mind that your marketing copy for your Fancy Food Show exhibit should reflect your goals for the show. There are many ways to focus your article, but you should start by picking one point to focus on and sticking with that through your entire article.
    • If you’re there to sell a specific product or to introduce a new product or product line, keep your focus on that. Be sure to mention how your product is distinguishable from the many others on the market. If your product has certifications or verified dietary attributes, mention all of them.
    • If you’re there to introduce your company to prospective customers who may not know anything about you, consider making your article a profile of one of your company leaders, either your CEO or someone who will be physically present in your booth during the trade show. Keep in mind that specialty food retailers want to know the story behind your products so they can share that with their customers.
    • If you’re there to remind your customers that you value your relationship with them, consider making your article a case study about how you solved a problem for one of your customers. That’ll remind your other customers that you’ve been there for them too.

 

  1. Don’t forget to include a call for action. That means making sure that your article includes an invitation to stop by your Fancy Food Show booth during the show as well as contact information for how you can be reached after the show.

 

Finally, if you’re writing an article for insertion into Gourmet News, remember that Oser Communications Group has an experienced editorial staff ready to help you out. Whether you get stuck and need a friendly suggestion about how to get started or you’d like to have someone glance over your draft and give you suggestions about how to smooth out your article’s flow, a five-minute phone call to our editorial staff might save you hours of stress. Don’t hesitate to give us a call at 520.721.1300 and ask for the editorial department.

 

Gourmet News is a publication of Oser Communications Group, and it’s not affiliated with either the Fancy Food Shows or the Specialty Food Association.

 

Authentic Dijon Mustard Flavored With Napa Valley Wine

mustardEdmond Fallot is adding a new mustard to its condiments line with its Napa Valley Pinot Noir Dijon Mustard. Grape must, mustard seeds mainly from Burgundy’s Terroir and Napa Pinot Noir are finely blended into a vividly-hued crimson purple paste. The flavor is delicate and will exquisitely enhance red meat, game, fish, sandwiches, pasta and sauces.

Wine and mustard are historically entwined: back in the day, the Romans consumed a fiery mixture comprised of wild mustard seeds and grape must – this famous “mustum ardere” (mustum, fermenting grape juice and ardere, to burn, blazing, from which the word mustard is derived).

Although Pinot Noir has been known for a very long time in Burgundy (apparently brought to France by the Romans), its history subsequently became mixed up with that of monasteries, which played a key role in the reputation of Burgundy vineyards. Well vinified, it produces wines characterized by great subtlety and a wide range of aromas (fruit, wood undergrowth).

Emmi Roth USA Honored with Six Medals at 2014 World Cheese Awards

Emmi Roth USA took home six medals at this year’s World Cheese Awards in the United Kingdom, a record for the company at this competition. These wins bring the total number of awards for the company’s U.S.-produced cheeses to 23 in 2014.

The company’s flagship cheese, Roth® Grand Cru® Surchoix, received a “Super Gold” award, earning the title of one of the 62 Best Cheeses in the World. This best-in-class distinction is the bookend in a banner year for Grand Cru — the line of Grand Cru cheeses has taken home a total of 10 awards in 2014.

It’s a journey that began 4,000 miles away, among the rolling hills of Wisconsin. There, the flavors of this perfect land, climate and fresh milk go into each wheel of Roth Grand Cru. This Alpine-style cheese is crafted in traditional copper vats and carefully cured by Roth cellar masters to reflect the distinct terroir of America’s Dairyland. Grand Cru Surchoix, hand-selected as “the best of the best,” cures for a minimum of nine months to create a firm texture and complex flavors of caramel, fruit and mushroom.

“This is truly our life’s passion,” said Linda Duwve, Vice President of Sales and Marketing at Emmi Roth USA. “The quality of the milk, the cheesemaking traditions, the dedication and expertise of our cheesemakers and cellar masters—you can taste all of that in each wheel. We don’t do all of this for the awards, but it’s humbling and an honor to have our flagship variety recognized among the top cheeses in the world.”

In addition, team Emmi Roth USA received the following honors at this year’s World Cheese Awards:

The Gold award for Grand Cru Reserve was also an extremely prestigious win for Emmi Roth. Grand Cru Reserve was competing in class 5514 against cheeses that had previously been awarded Supreme Champion, or the equivalent, in a national or international cheese awards competition in any country. Grand Cru Reserve earned the right to compete in this elite category after being named Grand Champion at the 2014 World Dairy Expo.

Emmi Roth’s parent company, Emmi of Switzerland, took home 11 medals, including three Gold awards for Piz Bever Extra, Kaltbach™ Cave-aged Le Gruyère AOP and Kaltbach Cave-aged Emmentaler AOP. Kaltbach Cave-aged Le Gruyère AOP was also named Best Le Gruyère AOP cheese in the sponsored trophy awards.

Hosted by the U.K.’s Guild of Fine Food, the World Cheese Awards is the world’s largest cheese event and the most respected competition of its type. This year, more than 250 judges scored nearly 2,600 cheeses from 33 countries.

Read more here and here about Emmi Roth USA and its 2014 cheese contest results.

Paso Robles Wine Country to Celebrate Inaugural BlendFest on the Coast

The Paso Robles Wine Country Alliance (PRWCA), in conjunction with the Cambria Tourism Board, San Simeon Tourism Board and Wine Coast Country announced a new partnership to bring a Paso Robles wine event to the north coast of San Luis Obispo County. On February 21, 2015 the 1st Annual Paso BlendFest on the Coast will showcase the best characteristics of each partner, combining the scenic beauty of the coast with Paso Robles Wine Country, only miles away. Held during off season, BlendFest is sure to become an annual marquee event helping to promote stays at the area’s lodging properties and celebrate Paso Robles Wine Country in a beautiful setting.

BlendFest will invite visitors to San Simeon and Cambria to Grow Wild beyond a glass of everyday wine and will feature 25-30 of Paso Robles’ renowned wineries, each featuring two distinct blends! Held at The Cavalier Resort in San Simeon, guests will be able to enjoy spectacular wines, only surpassed by the stunning coastal views.

“As evidenced by Paso’s recent honor as Wine Region of the Year by Wine Enthusiast magazine, the region has become known for rule breaking, unconventional blends,” said Jennifer Porter, Executive Director of the Paso Robles Wine Country Alliance. “It is now time those blends got their own dedicated festival!”

Read the rest of this story at Food & Food Equipment News, another publication of Oser Communications Group. You might also be interested in this story about Mollydooker wines.

West Coast Kate and Quinoa Vegetable Soup Mix

Frontier Soups WestCoastKaleQuinoaVegSoupEMThe new West Coast Kale and Quinoa Vegetable Soup Mix from Frontier Soups is a vegetarian and certified gluten-free soup that’s part of Frontier Soups’ Homemade-In-Minutes™ line. The soup has a hearty mix of white quinoa and flakes of kale and butternut squash that are freeze-dried to preserve nutrition. Home cooks add canned tomatoes, cubed butternut squash and chicken or vegetable broth and simmer for 25 minutes to make soup for the family. Everything else is in the soup mix, including onions and carrots and a savory seasoning that combines garlic, thyme, oregano, rosemary and a peppercorn blend.

This soup mix answers consumer requests for more vegetarian options and for soups that offer an easy way to incorporate popular superfoods into their diet. West Coast Kale and Quinoa Vegetable Soup Mix is available in 4.5-ounce clear cellophane packages that display the colorful ingredients at a suggested retail price of $5.95 to $6.49. Frontier Soups’ 34 varieties are all natural with no added salt, preservatives or MSG.

Ralphs Grocery Company to Hire 1,200 New Employees Across Southern California

Ralphs Grocery Company has announced that it is hiring to fill an estimated 1,200 permanent positions at its stores in southern California.

Ralphs currently employs more than 19,000 associates at its stores in southern California.

“Ralphs is committed to creating job opportunities for our current and future associates,” said Donna Giordano, President of Ralphs. “Working for Ralphs offers our associates great benefits, flexible schedules and a great place to grow a career.”

Ralphs is hiring for a variety of positions including front end, deli, bakery and store clerks. Ralphs is also looking to fill cake decorator positions and openings in its Murray’s Cheese and Starbucks shops that are located in many of its supermarkets. These positions and more are available at Ralphs supermarkets in each of thesSouthern California counties served by the supermarket company, which include Los AngelesOrangeRiversideSan BernardinoSan DiegoSanta Barbara and Ventura counties.

Ralphs invites interested applicants to visit www.ralphs.com/careers between November 17 and November 24 where they can join Ralphs’ talent network, sign up to receive job alerts and apply for jobs.

Click here to read more supermarkets news on GourmetNews.com.

MOM’s Organic Market Opens in Washington, D.C.

MOM’s Organic Market first Washington, D.C. store is opening at the Hecht Warehouse District. The new store features:

  • Free car charging stations
  • Naked Lunch, an all organic vegetarian eatery
  • Craft beer and organic wine
  • Daily deliveries of Bethesda-based Spring Mill bread
  • Sustainable local farm-raised trout (Friday and Saturday only)
  • Only the highest quality 100% certified organic produce

“We’re excited to finally be in DC,” says founder, Scott Nash. “We have 10 stores in the DC suburbs where I grew up, but I’ve wanted MOM’s to be part of the city community for years. We found a great first location - NoMa and surrounding communities lack sufficient choices for organic groceries.  I support DC’s 2016 $12.50 minimum wage increase and we will be paying that wage in DC effective immediately.”

MOM’s Grand Opening will feature direct-trade oysters from MOM’s Chesapeake Bay Oyster Farm, local vendor samples, environmental advocacy groups, and Naked Lunch tastings.

MOM’s is donating 5 percent of Grand Opening sales to Sasha Bruce Youthwork (SBY), a local services provider for DC youth. SBY is the only 24-hour, open access, youth-specific shelter in the District. Over its 40-year history, SBY has reunited over 13,000 homeless youth with their families. SBY offers counseling, life skills, and job training (http://sashabruce.org/).

Customers can drop off light bulbs, shoes, batteries, cell phones, and more at MOM’s for recycling. To learn about MOM’s, check out Facebook (https://www.facebook.com/momsorganicmarket) and Twitter! (https://twitter.com/MOMsOrganicMrkt).

Mondelez International to Expand Tassimo Beverage Capsule Production

Mondelez International has announced plans to invest $50 million (£30 million) in its Banbury, UK factory to build two new lines that will manufacture Tassimo beverage capsules. Tassimo is Europe’s fastest growing single-serve system, brewing a wide variety of beverages including Jacobs and Costa coffees and Cadbury hot chocolate.

The decision is part of Mondelez International’s multi-year investment in European manufacturing, under which $1.5 billion has been invested since 2010. The planned investment will create close to 80 roles and coincides with the 50th anniversary of the Banbury factory, which produces coffee brands such as Kenco, Carte Noire and Maxwell House. The Tassimo capsules produced in Banbury will be exported to Western European coffee markets in France and Spain as well as distributed in the UK.

“Tassimo is a key driver of growth for our European coffee business, so this $50 million opportunity is a great one for Banbury,” said Phil Hodges, Senior Vice President, Integrated Supply Chain, Mondelez Europe.  “Over the past 18 months, we’ve made similar investments in Bournville and Sheffield, underscoring our commitment to UK manufacturing. The proposed investment is part of our vision to manufacture our products on state-of-the-art lines that will enable us to meet growing demand while increasing our competitiveness.”

Click here to read more Gourmet News stories about coffee.

Continued investment in the plant has created an efficient and modern factory capable of producing both instant and capsule coffees for Mondelez International’s brands. The $50 million investment, conditional on commitments to flexibility and cost competitiveness, will fund two new Tassimo coffee production lines to be installed in 2015.

The Tassimo beverage system, which was developed in Banbury prior to its launch in Europe in 2004, uses barcode technology to calculate the right amount of water, brewing time, and temperature for the specific beverage. Over the past five years, Tassimo achieved strong double-digit growth in Europe through a winning formula of convenience, an unrivalled brand portfolio and quality coffee.

“The proposed investment opportunity demonstrates that, in an increasingly competitive environment, the UK continues to be a prime location for large-scale manufacturing,” said Paul Sinclair, Head of Manufacturing at the Mondelez International Banbury site.  “We’re committed to securing this investment for Banbury by increasing flexibility and competitiveness, and we’re excited about showcasing the quality we can deliver to coffee drinkers in the UK and abroad by producing Tassimo in our factory.”

“This investment opportunity in Banbury is part of our ongoing supply chain reinvention plan,” said Hodges. “We’re implementing several such initiatives around the world to capitalize on growing demand, while also reducing costs and improving productivity.”

Mondelez International’s supply chain reinvention plan is expected to deliver $3 billion in gross-productivity savings, $1.5 billion in net savings and $1 billion in incremental cash over the next three years.  The investment follows Mondelez Europe’s announced $100 million commitment to build a state-of-the-art biscuit factory in Czech Republic earlier this year, as well as the potential new investment of approximately $100 million for the Bournville chocolate manufacturing site in Birmingham, UK.

Specialty Food Association Unveils Picks for Holiday Gifts for Food Fans

The Specialty Food Association kicks off the 2014 holiday shopping season with a tempting selection of sweet and savory treats for the food lover on your list.

From chocolate cayenne cookies with bacon to classic buttery shortbread, this year’s gift picks reflect the innovation and high standards that specialty foodmakers bring to the products they create. Each pick is from a recipient of a sofi™ Award, which honors the best of the best in specialty food from members of the Specialty Food Association.

This year’s list includes nine sweet and nine spicy gifts, plus a can’t-resist goat cheese.

Sweet Gifts:

Spicy Gifts:

Mollydooker 2012 Carnival of Love Shiraz Named #1 Wine and #1 Shiraz in Australia and New Zealand for 2014

South Australia wine producer, Mollydooker Wines from McLaren Vale has just been honored by Winestate magazine at the 2014 Australasian Winestate Awards, held on  November 14, 2014 at the Adelaide Convention Centre.

The Mollydooker 2012 Carnival of Love Shiraz was awarded twice as the 2014 Wine of the Year for Australia and New Zealand and the 2014 Shiraz Wine of the Year for Australia and New Zealand.

Owners and winemakers, Sarah and Sparky Marquis, have been wine industry innovators and have triumphed over moments of near disasters in the competitive, global wine marketplace for over 20 years in Australia.

Winestate, the prestigious and oldest wine publication of Australia, awarded Mollydooker Wines and their 2012 Carnival of Love Shiraz from over 2,400 Australian and New Zealand wine producers and over 11,000 wine entries.

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