KNOWING THE STORY, CREATING THE BUZZ HELPS MOVE BRITISH PRODUCTS

Getting some of the new or lesser-known British products into the hands-and mouths-of consumers is the mission of importers and retailers alike.

Knowing the stories behind the products as well as giving customers practical ideas about usage often goes a long way toward making the sale.

Cathy Strange, national cheese buyer for Whole Foods Market, said the staff researches all products the natural food chain considers for its core items list.

To that end, Strange said she recently visited a number of British cheese plants, observing in most cases the entire production process.

"We wanted to review territorial cheeses," she explained, such as Cheddar, Lancashire, Wensleydale and Stilton. "We really like to understand the cheese," Strange said, adding it's not only the production process but the land and environment that makes it unique.

The trip also allowed Strange to handselect items "that meet our domestic profile." Beyond those items she and others picked themselves, Strange said she works with Randolph Hodgson at Meal's Yard Dairy to determine the profile for future selections.

On her five-day trip, Strange said she visited seven cheese plants. In addition, she said, she was able to review new cheeserelated items such as chutneys, crackers and beers.

Whole Foods carries between 15 and 25 British cheeses, she said, some of which are factory-made but most of which are traditional territorial cheese from farmstead production.

Whole Foods, Formaggio Kitchen, Cambridge, Mass., as well as other specialty retailers will be promoting Mrs. Kirkham's Lanchashire this month and in September. The promotion stems from a 1,000-wheel surplus of the cloth-bound cheese when an undisclosed British supermarket chain canceled an order, explained Jason Hinds, London-based export manager for Neal's Yard Dairy.

Igourmet.com also champions British cheeses on its Web site. "Cheese is our strongest product line and British is one our strongest categories," said Spencer Chesman, chief executive officer at igourmet.com.

Among those doing well are farmhouse cheeses, Chesman said, such as Red Leicester, Double Gloucester and Cheddars. In addition to selling online, Chesman said he does about 80 consumer shows a year to introduce his products. White Stilton with mango and ginger was a huge hit, he said; "It was like nothing they've ever tried before."

Also making a mark with consumers was Red Dragon, a cheddar flavored with whole mustard seeds and ale.

Glyn Wooley, founder and president of Coombe Castle International, who supplies Chesman with many of his cheeses, said cheese in general is a growing category among British products, experiencing 5 percent to 10 percent growth per year. Wooley said in the past 15 years alone, Great Britain has seen an explosion in farms and dairies. "The British embassy told me," he said, "that the U. K. now makes more different cheeses than France."

Introducing new items to the American market often means taking horizontal steps rather than vertical leaps, Wooley said. For example, he said, "Americans are very familiar with cheddar" so one of the new items he showed at the New York Fancy Food Show was a cheddar with caramelized onions.

For those with a more adventurous palate, Wooley said Cornish Yarg, a cheese flavored with garlic and nettles, offers "a lovely, complex flavor."

"We're seeing more development along those lines," he said, with cheeses offering "a depth of flavor," often from the use of mixed milks. Wooley said he is also championing Devon cream and clotted cream in the United States, promoting its use not only with traditional scones or as a dessert, but as an addition to pasta or any dish that could benefit "from added creaminess or richness."

The continued expansion of organic products along with those made with fresh, local ingredients has helped expand the offerings at Chelsea Market Baskets.

"We're finding plenty of stuff, which is exciting," said Barbara Crockett, marketing manager for Chelsea Market Baskets Wholesale in New York.

Showing well at the Fancy Food Show, despite the exchange rate, Crockett said, were items such as Island Bakery's organic cookies, made on Scotland's Isle of Mull; as well as organic sea salt and Sweet Botanicals organic candies.

Because so many of the items they sell wind up in gift baskets, Owner David Porat said he looks to the British for unique packaging that is both functional and eye catching. And many of the categories in which the British excel, he said, such as snacks, cookies, candies and cheeses, lend themselves to gift baskets.

Other selling points for British-made items are their identification by counties or regions, Porat explained. The British are becoming more discerning about what they eat, he said, which translates well in the American market. Likewise, he said, the emphasis on clean, organic products is appealing to customers such as Whole Foods.

Crockett said most of the products Chelsea Market Baskets imports "are not necessarily traditionally British, but are gourmet. Our foods fit anywhere, not just in a British set."

Although Porat emphasized that he looks for lines with staying power, not just new items, he does have some additions to his line such as a Hollandaise and Bernaise sauce and Heather Hill honeys.

One of the biggest challenges with British products that aren't from major, well-known brands is getting retailers and customers alike to understand how best to use them, said Howie Krakow, marketing director for British Wholesale Imports.

But Krakow said a host of special promotional devices can get attention for lesser-known British items.

Ambrosia Custard, which is sold in a can, has been promoted in the bakery as well as within the specialty section, he said and is supported by counter cards with recipes showing its myriad uses.

Everything from shippers to instant coupons to collectible tins have been used to generate trial usage for PG Tips, a brand of English tea, he said.

Helping retailers with ads for in-store British promotions is another way to make the process easier, Krakow said. Yet, he noted, he's often surprised by how few retailers take advantage of the promotional opportunities.

"We wish we had more retailers interested," he said. "Sometimes they are more concerned about space" taken up by a shipper than about what's available to them. "I've been surprised by how little energy there is from retailers to accept promotional help."

What often does work well, Krakow said, is the traditional tasting. "We need to get people to try the product so it doesn't intimidate them," he said.

Copyright United Publications, Inc. Aug 2004
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