AIEx News

With economists and futures markets alike pricing in one, possibly two interest rate rises in Australia by calendar year end the Aussie dollar has utperformed against all other major currencies. It seems remarkable that whilst the majority of the developed world is still to officially come out of recession the RBA is making such hawkish noises and talk of rate rises is even occurring. This month’s key data releases in the form of GDP, Retails Sales and Unemployment could further reinforce this theme and possibly see fresh demand for the AUD with a break above 85 cents a likely scenario. Download full report >

The USA with a population of 305 million and counting is the world’s largest consumer market and an extremely attractive target for the Australian exporter aiming to get their products on US supermarket shelves. The allure of massive sales can often blind them to the realities of what is also a highly competitive, complicated and impatient market with a low tolerance for suppliers who don’t know the rules of engagement. ‘She’ll be right’ won’t get you anywhere, ‘get it right or go away’ applies. A few simple do’s and don’ts can help to make the road a little smoother.

Do your market research. The USA may be one country but the 11 states are more like small countries with vastly different demographics. The tastes of the sophisticated New Yorker with vary greatly with environmentally conscious Californian or the chili loving Texan. Launching your product regionally might be a much smarter and ultimately more successful strategy.

Don’t expect large initial orders from retail buyers. Most will be cautious and want to trial the product before committing to a larger order. Supermarket chains may run the product in their top ten stores initially and then consider a larger order. Consider this when you develop your pricing model. If it’s based on orders of five container loads you might be in for a rude awakening.

Do know what makes your product unique and be able to communicate that convincingly to your buyer. Know what is going to make your product stand out from the multitude of others on the shelves and have a sound marketing program to ensure it stays there.

Don’t expect US buyers to work around different time zones or to be understanding of your export issues. They will expect a company representative to be accessible in their time and the product to be available or they will move onto another vendor.

Do ensure that you have complied with all the applicable customs and entry regulations. If you do not deliver your product on time you will not get another chance and in some cases may be subject to penalties.

Don’t expect buyers to be accessible, US buyers don’t ‘do lunch’. Many will only deal with brokers and work to a strict category review schedule. Unfortunately the fact that you’ve come all the way from Australia will not get you in the door. Careful planning will.

Do participate in Trade Shows. They can give you a chance to showcase your product, gather market intelligence, meet new distributors, wholesalers and sales reps and observe your competitors. It will also show your commitment to the market.

Don’t neglect to consider all the costs when developing your pricing model. Many larger supermarket chains and often distributors charge ‘slotting fees’ which can be substantial and the margins and mark ups along the supply chain do add up.

Do be persistent. If you’ve done your planning, understand the market and keep your expectations realistic a spot on the shelf of a US supermarket may well be yours!

Marita Supplee

Marita is an Export Marketing Professional dedicated to fast tracking your success in the US. Contact :
ph: 045 061 6438
E: marita.supplee@gmail.com

Pudding Lane  has Won Double Gold Awards in the UK, for it’s classic Christmas  AND  date & toffee “ puddings


PUDDING LANE from Newcastle, NSW is celebrating after winning 2 prestigious Great Taste Gold Awards in England for its all Australian puddings. They are indeed a nation that love their puddings, but even the Brits have acknowledged that Aussie company Pudding Lane make the worlds best puddings by awarding the company ( for the 2nd year in a row) 2 Gold Awards - an “Oscar of the foodie world ” - at the 2009 UK Great Taste Awards.

This is the 1st time ever an Aussie Company have Won an Award for “Christmas” puddings in the UK. Pudding Lane’s Michael Jameson said:  “this is only the 2nd time ever in the long history of the prestigious British awards that a company outside of UK/Europe have been awarded a Gold for puddings and we won the first time last year also for our Macadamia & Brandy pudding! 

This follows Pudding Lane’s Win in the Australian Food Challenge Awards, only a few weeks ago in Sydney, for the inaugural "Sustainable Manufacturer 2009."

Pudding Lane has set exacting standards with their environmental and corporate social responsibility policies.

• Their carton packaging is made from 100% recycled material- and pudding cloths are hand stitched by a local charity group- The House with No Steps.
• The only disposable part of the pudding making process is a short piece of twine used to tie the pudding cloth up with for cooking. They recycle 100% of any cardboard and paper packaging (like flour bags, fruit & egg cartons) created in making the puddings and they use a specially designed environmentally friendly gas fired coppers.
• They also do not use any automated processes, no production lines, no electric steam ovens, no plastic basins, plastic bowls or moulds to shape the puddings.
• They support as many local producers & businesses as they can such as bakeries ( for fresh bread) and free range egg suppliers.

The International Award winning range now includes;

• classic Christmas ( UK Great Taste Gold Award Winner 2009 ),
• Macadamia & Brandy ( Australian Food challenge Award winning 2007 & UK Great Taste Gold Award winner 2008 ),
• Date & Toffee ( Australian Food challenge Award winner 2006 & Now UK Great Taste Gold Award Winner 2009 ),
• Gluten Free puddings and a decadent dark chocolate dessert range.

Available in; David Jones stores, Thomas Dux stores, Harris Farm stores, Peters Of Kensington, and the finest Gourmet Food stores and Deli’s across Australia ( & UK ), Gourmet Food & Craft Fairs ( capital and regional cities ) and from Pudding Lane OnLine.

Michael, of Pudding Lane, said: “We are absolutely thrilled as regional Australian food makers to receive these awards from the UK. Winning a UK Great Taste Gold standard recognizes our craft, constant dedication and uncompromising attention to detail and quality of (Australian) ingredients that goes into making every one of our hand-made puddings. It really is like taking coals to Newcastle” The Great Taste Awards, which is organised by the UK Guild of Fine Food is now in its 16th year and referred to as the “Oscars of Fine Food”. 

A Great Taste Award is the authoritative, independent standard for fine food. Guild Director Bob Farrand comments: “There’s only one way to ensure your food is the ‘finest,’ that you’re buying something ‘extra special’ and will ‘taste the difference’ and that is to buy foods that have been subjected to independent scrutiny,” he said. That’s what the Great Taste Awards achieves – hundreds of independent experts judging on taste alone. “ It is food and drink’s equivalent to Michelin star.”              

For more information:
Michael Jameson- Director, Pudding Lane
Telephone: +61 ( 02 ) 4967 2715