Page 36 - Retail World March 2021

SEAFOOD FROM PAGE 33 added Australian fish to the mainstream Australian supermarket space,” she said. But as part of the continuing evolution of the brand, Our Family Table has committed to reducing its reliance on imported seafood and, instead, tries to work directly with local fisheries to enhance the local offering on shelf. “To that end, we’re thrilled to announce that we have just signed an exclusive supply agreement with Lakes Entrance Fishermen’s Co-op, to source directly from these local fishermen,” Ms Lavecky said. “This will allow us to create an incredible new range of Our Family Table products and recipes, celebrating the best of what’s on offer right here in Australia.” Ms Lavecky notes that, as a small business, it’s always a challenge trying to do something a little different, when up against established market players. “For us, it’s all about providing Australian manufactured quality products that celebrate the ingredients without compromise,” she said. “We tell our story not only with our product, but also with our packaging: beautiful, honest images that reflect what’s truly in the box, from our family table to yours. “And while our products are designed for everyone, we also conveniently tick a few extra boxes – like gluten free, no nuts, no soy or dairy. As we like to say, gluten free by default, not design. “Another important element is our size. As an SME, we’re able to be nimble and act quickly with R&D to meet retailer and consumer demands.” Innovation continues for Safcol Safcol, according to Marketing Manager Dean de Villiers, usually brings innovation into store through new product offerings that can hopefully assist with creating more excitement within the store and category. To increase this innovation’s success, Mr de Villiers says, “we use our digital platforms to drive people to retailers that stock our range.” Fortunately for Safcol, retailers appear to have innovation front of mind. “Retailers have a very strong offering within seafood and are always looking for innovative products to bring ‘new news’ to the category,” Mr de Villiers said. “Retailers are very professional in their display of the category and understand the sales trends within the category very well. In general, retailers support innovation very well and are extremely active and supportive over the seasonal time in March and April. I don’t foresee a change in that this year.” Mr de Villiers says Safcol has a number of new lines soon to be presented to retailers. “As always,” he said, “our policy is to innovate and \[to\] excite consumers.” To support the NPD, “we have a strong digital campaign and we continually converse with our consumers online”, Mr de Villiers says, adding that “due to Covid, the impact of digital marketing has grown phenomenally”. 34 RETAIL WORLD MAR, 2021