Page 40 - RW-APRIL-2021

NATURAL & ORGANIC FOR YOUR SHELVES Plant-based food for thought Tammy Fry, the International Marketing Director of The Fry Family Food Co, tells Retail World the plant-based category is performing well in Australia. She notes a “definite increase” in demand from retailers and foodservice brands, driven by consumer demand. “There’s much greater awareness now of the benefits of plant-based foods,” she said. “Australians are looking for healthier options that are better for them and for the environment. Quality plant- based foods taste good, are convenient and are so much better for you.” The category, however, is a “competitive space”, Ms Fry acknowledges. To address this, Fry’s is “working hard” to make sure its “new innovations and long-time best sellers are as front and centre as possible”. “We work closely with retailers to define opportunities in the space,” she said. In March 2020, Fry’s formed its partnership with LiveKindly, which Ms Fry describes as “a collective of start-up and heritage plant-based food brands that’s growing into one of the biggest plant-based food companies in the world”. “With this partnership comes extraordinary resources in the form of shopper marketing experts from around the world,” she said. “We’re constantly learning from our colleagues all over the world and adapting their strategies to the Australian retail environment.” At the time of writing, Fry’s was preparing to launch several new products into the Australian market, including The Big Fry Boerie (sausages), Mini Chipolatas, No-Meat Balls, Breakfast Bangers and Pea Protein Mince. “All these products have done really well in South Africa and we anticipate they’ll appeal hugely to Australians too,” Ms Fry said. Looking ahead, she predicts “continued growth and increasing competition” in the catgeory, which will lead to greater innovation and understanding of consumer needs. “A win-win for all,” Ms Fry said. She advises retailers to work with brands to help them tell their stories and educate consumers on the benefits of plant-based foods. “Don’t be afraid to give brands space and find ways to bring brands together in store to show off plant-based foods as a category and not just a niche option,” she said. “For example, offering more plant-based meat alternatives in the meat sections.” Riverside organics pioneer grows with the flow More than 10 years ago, Murray River Organics (MRO) began growing organic dried vine fruit on the banks of the Murray River in Mildura. “Still today, we continue to grow organic ingredients across the ‘Sunraysia’ region \\\[of northwestern Victoria and southwestern NSW\\\], including sultanas, currants and sun muscat raisins,” MRO CEO and Managing Director Birol Akdogan said. “As adapters and promoters of organic farming, it soon became an obsession of ours to grow the category and make clean, delicious and organic ingredients accessible to the mainstream. “This has led us to form partnerships with organic growers across the globe and introduce our own retail range of organic products, which are available now in Woolworths, Coles and select independent grocers. “Our retail range includes organic pantry essentials such as chia seeds, pumpkin kernels, avocado and coconut oil, as well as our cult-favourite organic cashew mylk chocolate, organic muesli and organic trail mixes.” According to Mr Akdogan, the main challenge MRO faces is the availability of Australian-grown organic ingredients. “Despite Australia being home to the world’s largest area of certified organic land, around 51 per cent of the global total, the industry continues to grow organic on smaller plots, in turn limiting the amount of organic produce available for sourcing,” he said. “This in addition to expected seasonal fluctuations and unexpected adverse weather events, making forecasting for organic crop yields challenging.” Addressing these challenges, MRO continues to grow its own organic dried vine fruit on its farms across Mildura and sources the same from its farming neighbours in the Sunraysia region. “We’ve also recently harvested a trial crop of organic hemp seed and explored options to grow our own organic oats to mitigate sourcing risk,” Mr Akdogan said. “Expanding our global farming partner network is another priority for us, ensuring that we can secure the highest quality organic ingredients for our retail range.” With retailers continuing to establish their environmental commitment with sustainable initiatives and adoption of enviro-friendly products, Mr Akdogan believes organics is a natural next step for investment. “Support for initiatives such as Australian Organic Awareness Month in September and increasing ranging of organic alternatives in all aisles are ways retailers can support the organic category, industry and shoppers,” he said. Mr Akdogan says innovation represents the way ahead for MRO. “We’re working hard, and with much excitement, behind the scenes, expanding the boundaries of organic retail products and building on our staple offering with new, delicious offerings in the works,” he said. Collagen education Broth & Co’s IQ.N Intelligent Nutrition brand is promoted as a 100 per cent 38 RETAIL WORLD APR, 2021