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(continued from p. 36) CREATIVE COLLABORATIONS PHOTO: STONEWALL KITCHEN STONEWALL KITCHEN AND REPUBLIC OF TEA: BRINGING TOGETHER AWARD-WINNING PRODUCTS I n 1995, Stonewall Kitchen's win at the NASFT Product Awards (now the sofi Awards) for Outstanding Product Line caught the attention of Ron Rubin, owner and CEO of The Republic of Tea, which took home a Product Award for Outstanding Beverage for his company's Ginger Peach Longevity Tea that same year. "I approached Jonathan [King] and Tea design elements. If they were situated Jim [Stott] and posed the idea: our award- in a Stonewall Kitchen consolidated display winning tea with their award-winning jam," they seemed misplaced." Since The Republic recalls Rubin, "Mixing premium tea with a of Tea originally handled distribution west of food product led the revolution of cooking the Mississippi River, and Stonewall Kitchen jam with tea." east of the Mississippi, it became a headache From the outset, one product was the for retailers who carried both lines. goal, with both companies represented in To avoid further merchandising and the branding and playing a part in the prod- distribution challenges, Stonewall Kitchen uct development; ultimately, Ginger Peach eventually became the manufacturer of the Tea Jam, made by Stonewall using Republic jams and The Republic of Tea became the of Tea's Ginger Peach Tea, would be just sole marketer and distributor. "It was a winthe first of several tea-jam collaborations win for both parties with much less confubetween the companies. When it took home sion to our customers," King says. an NASFT Gold Product Award in 1996 for Outstanding New Product, the duo Evolution of a Partnership knew they were on to something. "There is Today, The Republic of Tea produces no such thing as luck," says Jonathan King, exclusive teas for Stonewall Kitchen based co-founder of Stonewall Kitchen with Jim on some of the company's best-selling jam Stott. "It is knowing when to see an oppor- flavors, such as Wild Maine Blueberry, Orange Cranberry and Holiday. The tins are tunity and move in on it." co-branded and designed by Gina Amador, Establishing Responsibilities minister of creativity at The Republic of Though there were no challenges in cre- Tea, but have the look and feel associated ating the jam or matching and perfecting with the Stonewall Kitchen brand just as the the tea flavor, Natalie King, executive vice tea jams reflect The Republic of Tea brand. president at Stonewall Kitchen, recalls the Though The Republic of Tea is marketing and distribution kinks taking some grandfathered in as a collaborative partner, time to work out. "When the product origi- Stonewall Kitchen is selective with whom it nally launched, both companies were selling partners. "At this point we only partner with the tea jams," she notes. Additional flavors manufacturers that are marketing products included Blackberry Sage and Cinnamon in categories that we don't have a brand Plum. "It became confusing for the retailer presence in," King notes. "It is a great way to to determine where they should be merchan- introduce customers to your brand through dised, as they were best-suited with the teas categories that you don't have the capabilities because the label reflected The Republic of to produce yourself." Stonewall Kitchen is "It's important that you understand each party's long-term growth strategy and that they align, especially if the packaging is to be co-branded."—Natalie King, Stonewall Kitchen and distribution currently working with The Perfect Bite, a manufacturer of frozen hors d'oeuvres that uses some Stonewall products as ingredients in its recipes with co-branded packaging. A Formal Affair For businesses thinking of forming a collaborative partnership, Natalie King advises making it legal with the appropriate documents. "It's important that you understand each party's long-term growth and distribution strategy and that they align, especially if the packaging is to be co-branded," she says. Both businesses also need to understand what each brand brings to the table and determine the best way to leverage the talents and resources of the other. "For The Republic of Tea and Stonewall Kitchen it was important that both parties had manufacturing in-house and the product development was a true collaboration," King says. "But it was also understood that we weren't tea experts and they weren't jam experts, so we trusted each other's expertise for the best final outcome." Leveraging your brand with others who are aligned with your business philosophy can put you ahead of the curve with an outstanding product. "When two brands join forces to create a product with unique attributes," says PR expert Binder, "customers are poised to see the value and innovation of a product with the potential to really deliver." |SFM| Nicole Potenza Denis is a contributing editor to Specialty Food Magazine. JANUARY/FEBRUARY 2013 123