Why do some small food businesses and would-be food entrepreneurs see their products selling from every supermarket shelf – while you struggle to take things beyond your initial idea? What if there was a way you could properly research and develop your idea into something the retailers and consumers would actually want to buy? How could that change your small food business as a result?
If you have no experience manufacturing food but you do have an idea for a new food product you’ve come to the right place. You want to get your product made and sold but you don’t know where to start. Maybe you’re already a small manufacturer or marketer of food products. Possibly you’re too dependent on your existing products and you need to diversify and expand into new areas. The problem could be you don’t have the resources to explore new developments. You need some cost-effective, quick and easy methods to research and develop some successful new products
Whatever your current situation, you don’t want to waste your time and money by developing something which has no chance of success.
You need to know how best to test your idea and give it the greatest chance of being one of around only 10% of new products which are launched and make a good ongoing profit.
At the last count, there were more than 6000 food and drink manufacturers in the UK. Over 80% of them turning over less than £5m a year and around 66% of those with annual sales of under £1m.
Like in most other industries, there are of course, large multinational companies in many food product sectors. However, the fact is that successful small food production businesses are a significant and ever-present part of the Food Industry, the UK’s largest manufacturing sector.
Unlike many business areas you could start up in, food is something we all know at least a little about. Unlike, say, engineering or publishing for example. We all “buy into” the Food market on a daily basis simply by eating as consumers. This goes some way to explaining the diverse backgrounds from which new food business founders come from.
There are Investment Analysts (Lizzie Van with Organix for example), Commodities Brokers (Harry Cragoe with his P.J. Smoothies), Management Consultants (Charlie Bighams with Bighams). There are housewives, students, hippies, single mothers and merchant bankers all of whom have one thing in common. They started, like you; with a dream about getting their idea for a food product made and sold and they’ve gone on to create multi-million pound businesses by getting it right.
My name’s Gareth Bird and for more than 30 years I’ve been involved in developing, marketing and selling food products for companies in the U.K. These products have achieved sales valued at in excess of £110m. The food companies I’ve worked with include some of the world’s largest food producers and a whole host of smaller family-owned businesses
For the last decade I’ve worked as a freelance food marketing and sales resource to dozens of small, privately-owned food (and drink) producers, helping their products succeed in the U.K. This has given me hands-on product development, launch and Marketing experience of over 100 different food products across Chilled/Fresh foods, frozen and ambient dry grocery.
Some of the specific product areas include: Bakery, Ethnic foods, Ready meals, Sweets/desserts, Cereals, Party Foods, Soft Drinks, Vegetarian foods, Herbal remedies, Confectionary, Prepared salads, Sauces, Snacks, Dairy, Dry Mixes, Dips, Pies, Pastries, and Pasta.
These are products that have succeeded in all the major supermarkets in the UK. Some of them, across Europe and many into the leading Hotel, Restaurant, Pub, Cash & Carry groups and wholesale groups.
(Some of the better-known brands I’ve been associated with over the years)
My work these days in the Food Industry takes the form of “hands-on” roles and so the number of businesses I can help directly at any one time is limited to 4 at most. I’m regularly approached by small food producers that I don’t have the time to directly help. To resolve this situation, in 2008 I set-up a free monthly newsletter service (http://www.gbamarketing.co.uk/food).
The newsletter initially gave tips about how to market and sell to the UK supermarkets but I also answered questions readers had about small food businesses in general.
One of the questions I was repeatedly asked came from people who actually had no experience in the food industry. These people had an idea for a food product, often from one of their own popular recipes. They wanted to know how to take this idea and try to develop it into a successful business. Other regular queries were from existing small food businesses looking to try and diversify into new products but without sufficient development or marketing resources to make it happen successfully.
This manual is for all these individuals and small businesses at the Crucial First step in the development of their food product idea. The initial Market and Consumer testing stage.
Experience over the decades in the U.K. Food industry has taught me that often this first step is the one which lets potentially successful new food products down and drains resources. Time and money which would be better spent later on manufacturing and marketing your product. And, which should be making you a profit.
Success or failure for a food product in terms of sales and profits is too often a direct result of how effectively this initial testing or research stage is carried out.
* It’s written by a still-operating Marketing & Sales Director. Someone who’s intimately involved in current trends in the food industry – including what it takes to make a product succeed with the trade and consumers in 2011. I share a wealth of food development and marketing experience in a way that can easily be used by anyone who wants to make a success of their food product idea or business but doesn’t know where to start. All you need is the openness and motivation to try this deceptively simple system.
* The eBook is all about how to successfully test and fine-tune your product idea before you invest a lot of time or money into it. There’s no irrelevant info about selling food off your web site or or getting grants to build food factories
* The book’s only 60 pages long. It’s no weighty text book of difficult to understand or hard to use theory. It’s a straightforward system any small food business or would-be food entrepreneur can quickly start benefiting from
* I’ve written 2 best-selling marketing books for small enterprises already so I do know how to communicate my ideas
* The system is priced at a “one-off” tiny fraction of what you could lose by rushing into getting a product made and launched without the right preparation. Or, what you might have to pay if you could find someone suitable to consult with directly about your product
• Why small food producers can succeed in the industry against giant competitors – and how you can too
• How to inexpensively, quickly and easily test and evaluate the likely demand for your food product
• Methods to minimise (and often “eliminate”)investment of your time and money on products which are unlikely to succeed
• Numerous additional resources and contacts which can help you successfully develop your food products and business
So the manual’s been written to serve as your initial check-list and resource base for any new food product idea. It’ll give you an inexpensive process that any potential food entrepreneur can use to test and research their idea before committing any more serious investment in time and money to it.
Working through these initial steps will give any potential new food product idea you have the greatest chance of ultimately selling well and being profitable for you. Which is after all the aim isn’t it?
After you’ve applied what you learn in this eBook, and assuming you’re happy with your new product idea after you’ve tested it, that’s the time to examine and understand other aspects of your potential new food business.
Aspects such as getting your product manufactured and marketing it. Before any of that though, it’s vital for you to learn whether your current idea is likely to be a success and if not, how to change that.
“Gareth has played a huge role in the development of this company” - Paul H. Owner, Ambient Dry Grocery producer
“You’ve worked miracles for us in only 24 hours” - George R. Managing Director, Frozen Food Producer
“We’ve been lucky to have someone like Gareth on our side….. directly responsible of increasing our business six-fold” – Bill C. Managing Director, Fresh Food producer
“A huge contributor to the successful development of this business” – Peter M. Owner, Ambient Bakery
or check the Amazon site in your own country