Fuga Fuga Case Histories

Kent & Fraser launched in September 09 at The Speciality & Fine Food Fair and the response was quite overwhelming. The leads generated at this event were phenomenal, presenting the Kent & Fraser team with every opportunity to rapidly grow their business.

But how does this happen?… Most trade events generate some interest and offer the attendees the potential to nurture a few good leads, but very few generate the response we experienced for Kent & Fraser! So we thought that we’d use this case history to outline the ingredients that led to the success at this remarkable event.

Building Your Brand Value
The late Arthur H. Motley (a salesman and motivational speaker) coined the phrase “Nothing Happens Until Somebody Sells Something.” This became a marketing mantra in the 90’s as from an MD’s or FD’s perspective, it is easy to sell the idea that until somebody creates revenue, nothing else happens. 

This mantra, this idea, although laudable, has one fatal flaw … which is to have not included the notion that “Nothing Happens Until Somebody Creates Value!” It’s a fact—every single building block required to grow your business is laid on the foundation of your ability to attract and retain new customers—any two comparable (quality) products can be sold into a receptive marketplace, but it is the perception and experience of the “VALUE” of those products that dictates the margin of profit that each can generate … this, in essence, is what branding is all about.

Kent & Fraser is a perfect example of this “Value Proposition”, as the CEO (the business visionary) behind Kent & Fraser has had many years experience in building brands, and it was under his direction that the core value proposition of “Great Taste First—Gluten Free/Allergen Free Second” influenced and directed the year-long product development phase and initial brand development for Kent & Fraser.

Whilst the bakery’s “Baker-in-Chief” worked diligently to deliver recipes for a range of delicious 100% gluten free products that everyone could (would want to) eat—recipes that excluded key allergens but were still as temptingly more-ish as a ‘normal cake or cookie’, we (Fuga), spent our time researching the gluten-free and luxury marketplace with a view to creating a presentation for Kent & Fraser that could sit comfortably alongside (and on the shelves of) a multitude of retailers—a presentation that didn't limit Kent & Fraser products to the “Free-From” aisles, and one that would enable a broad spectrum of retailers to position these “Luxury Gluten-Free” products in whatever space they believed would generate the most revenue for them.

The results speak for themselves — just under 300 requests for meetings were made by retailers, wholesalers and distributors during the 3 day show, many of which were from prestigious retail brands and key international distributors … “Looks Great/Tastes Great” was what we heard time & time again at the launch … the perfect recipe for success and the beginning of a very bright future for Kent & Fraser.