To be a globally recognised premium food ingredient brand that has strong connections to both our supply chain and customers HEILALA VANILLA BRANDING AND EXPORT MARKETS Started as an Aid Project after Cyclone ID: 816625
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Slide1
HEILALA VANILLA VISION
STATEMENT
To be a globally recognised premium food ingredient brand that has strong connections to both our supply chain and customers
HEILALA VANILLA BRANDING AND EXPORT MARKETS
Slide2Started
as an Aid Project after Cyclone
Waka in 2001Heilala established in Vava’u, Kingdom of Tonga 2002
Partnership between Ross/Boggiss Family and Latu Family
New Zealand and Tonga
Slide3Slide4Establishing the
Heilala
Vanilla plantation
First harvest of 45kgs in 2005 Subsequent partnerships with Vanilla growers formed
2013 – 5 tonne exportedBuilding supply chain and strong brand story
Slide5The Heilala Brand – tells story of origin and partnership
The 4 p’s ;
price, product, promotion,
& place for a premium niche product
Creating added value products with strong research and development
Introducing Virgin Coconut Oil to the “Heilala “ brand
Slide6Building a brand in the modern foodie world
Aligning with chefs/media/ industry
2010 Culinary trip to Tonga with Peter Gordon
2011 Country Calendar TV Programme
2013 Culinary trip with Food Writer and Chef2015 Culinary Trip with Melbourne based Chef and foodiesExperiencing the South Pacific Back story
Slide7Building a Global Brand
Focusing on one market at a time – no two markets the same – different models of distribution, entry regulations, customer preferences
Understanding and spending time in export markets
Ensure strong and consistent branding – media, labelling, website,
Trademark Registration
Current Heilala Export Markets – Australia, Singapore, Japan, and USA. Other markets include Hong Kong, Brazil,
Slide8Establishing long term relationships
–global
food corporates versus artisan food producers
Networks and connections- vertical marketing – retail, food service, and food manufacturing
Persistence
, set backs,
determination, capital
for growth
Planning ahead and forecasting – vanilla annual crop, growth and balancing supply chain with sales and customer demands
Slide9Standing out in a crowded market - unique selling points
What sets your brand apart?
Staying focussed on the end goal
Slide10HEILALA VANILLA VISION STATEMENT
To be a globally recognised premium food ingredient brand that has strong connections to both our supply chain and customers