Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://specialtyfoodmagazine.epubxp.com/i/102355
When choosing a partner, Jelly Belly's Rob Swaigen advises: "You have to make sure the partners you choose are aligned with your values, company culture and quality standards." Co-branded products can often command a higher ring. "In some cases we do get a premium. Customers are willing to pay more for a brand they know and trust," Swaigen says. By leveraging the equity of these brands with Jelly Belly, the company isn't just relying on a partner. "We are bringing something to the equation, too, a qual- ity product with a new taste experience that people trust." Choosing a Partner When choosing a partner, Swaigen advises getting to know each other. "Established relationships and key contacts help, but you have to make sure the partners you choose are aligned with your values, company culture and quality standards," he says. The brand should also be a good fit with your consumer target. "Cold Stone, for example, was a good fit for us because we shared a target audience." Getting along and seeing eye-to-eye on the big picture holds even greater importance. "There are lots of companies out there to work with, but not everyone can justify a line," Swaigen says. "There's a lot to gain, but there is always risk, too." ASKINOSIE CHOCOLATE: COLLABORATING WITH FRIENDS S hawn Askinosie, founder and chocolate maker of Askinosie Chocolate—known for its small-batch, bean-to-bar, single-origin chocolate and sourcing 100 percent of its beans directly from the farmers—was looking for a way to give his customers some new and interesting flavor combinations. He turned to some of his favorite artisan friends with whom he already had good working relationships to create a line of chocolate bars that would not only highlight each collaborator but also offer new taste sensations in a non-traditional way. From this outset, Askinosie's CollaBARation line was born, with contributors including Askinosie's Scandinavian distributor Martin Jörgensen and his Swedish licorice factory, Lakritsfabriken, to create the inaugural and award-winning Dark Milk Chocolate + Black Licorice Bar; Intelligentsia Coffee, with the Dark Chocolate + Coffee Bar, using organic, single-origin beans; Ann Arbor, Mich., specialty retailer Zingerman's with El Rustico, using traditional Mexicanstyle chocolate and derived from co-owner Ari Weinzweig's experience in Palatal, a Winter Fancy Food Show Booth 1163 30 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com