Category Archives: Marketing

Voting Open for Ad Contest from Specialty Food Association

The votes are pouring in for the Specialty Food Association’s first-ever contest for specialty food professionals to tell a compelling story about their passion for specialty food.

The voting is open to the public and ends at midnight on Sunday, July 21, 2013, at Voters are asked to select their favorite food stories from an inspiring batch of 373 entries. Multiple entries may be selected, and votes may be made for selected entries once every 24 hours.

The prize is the winner’s own free national ad campaign and a three-day trip to San Francisco, a $15,000 value. The winner will be announced August 2.

Entries include “Raising the Barre,” about professional dancers who are making snack bars, “A ZZestful Passion,” about opening a specialty food store in Rochester, Minn., and “Uniquely Greek,” about the joy of feta cheese. “Nuts about Granola,” advises that “You won’t miss the meat.” See all the entries.

The contest is part of the Specialty Food Association’s launch of its new brand: Specialty Food. Craft. Care. Joy.

“Our brand is all about the passionate people behind specialty food,” says Ann Daw, president of the Specialty Food Association. “Our industry is fueled by career changers, food lovers, and the next generation who are taking family traditions and turning them into contemporary foods.”

The Specialty Food Association, founded in 1952 in New York, celebrated its 60th anniversary in 2012. Looking ahead amid record sales in the $86 billion U.S. specialty food industry, the Association, formerly the National Association for the Specialty Food Trade, Inc., changed its name earlier this year and launched its first-ever ad campaign featuring successful food makers and the stories behind their craft.

At the Association’s Summer Fancy Food Show, attendees were invited to submit entries for the free ad campaign. Entries were also made online. The Summer Fancy Food Show is North America’s largest marketplace devoted exclusively to specialty food and beverages. It took place June 30 – July 2 at the Jacob K. Javits Convention Center in New York.


Chilean Products Seek to Conquer American Palates

As a way to maintain their presence in the American market, 12 Chilean companies will gather under a country pavilion coordinated by ProChile at booth # 1320 at the 2013 Summer Fancy Food Show.

In 2012, Chilean exports of food and beverages to the world totaled USD 13,716 million, of which USD 3,111 million went to the United States, ranking as the leading destination of shipments of the sector, mainly led by salmon, grapes and berries.

“There is a tremendous potential for Chilean food and drinks in the US. Chile is currently developing new products with higher added value oriented to niche markets, among which include gourmet products such as olive oil, seafood delicatessen, and flavored mineral waters, jams, wine  jellies, dehydrated berries and native potato, some types of honey, premium wines, pisco and microbrews. All these products are quite successful with American consumers,” said Pedro Pablo Aresti, Trade Commissioner of Chile in New York.

The quality of the food supply produced in Chile has achieved remarkable recognition, according to the latest Global Food Security Index 2012 prepared by The Economist Intelligence Unit, which placed the country as the leader in Latin America.

During the three days in which the exhibition takes place, the Chile pavilion will have tastings of salmon, walnut pies and steaks with a glass of wine.

Foods from Chile. Source of Life

Chef Julius Russell, one of the owners of the restaurant “A Tale of Two Chefs” from Chicago and also one of the ambassadors of the “Foods From Chile. Source of Life” campaign which is currently being conducted in the United States, said that in his kitchen there is always Chilean food and generally the American consumer is becoming increasingly aware of the origin of the products.

“There is a more educated consumer as a result of increased food marketing”, assures Russell. “I have found from a knowledge level that many people know about the greatness of Chilean seafood and wine. Where I have seen a greater appreciation for are fruits and nuts. I have been able to mix Chilean fruits and nuts in desserts and savory dishes,” he said.

“Foods from Chile. Source of life” is an advocacy campaign that aims to position Chile as unique origin of food production for the final consumer. This campaign is in addition to other country brand campaigns that seek to position various Chilean foods, such as wine – “Wines of Chile” – olive oil – “Chile Olive Oil” – and fresh fruit – “Fruits from Chile,” which will also be present in the stands of Chilean companies at the exhibition.