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/235863
PHOTOS: (TOP) MARICH CONFECTIONERY; (BOTTOM) MARIA SAN ANDRES brand spotlight Marich Confectionery Co. In business for three decades with a family candy-making pedigree and especially strong private-label sales, the van Dam family behind Marich Confectionery took a chance to reinvent the brand to drive more retail sales. But first, they themselves had to recognize what made Marich special. BY DENISE PURCELL At the 2012 Summer Fancy Food Show, Marich Confectionery Co., a 30-year-old specialty candy producer, unveiled a new look that Brad van Dam, president and CEO, likes to call "Extreme Makeover, Chocolate Edition." He's not kidding. Though the second-generation family business already offered chocolates and confections under its own brand to the specialty food market, a big focus had been on private-label sales. Setting out to expand its retail presence, Marich undertook an overhaul of its logo, packaging, product presentation and marketing approach. "We saw an opportunity to establish ourselves as a category leader in premium chocolate," says van Dam. As step one, the owners wanted to fully understand their target consumer and brand positioning. Marich employed a consultant to conduct a market study of "who our customers are, what attributes they look for and what repels them," van Dam explains. "Before, our approach was that if we loved something and got positive feedback, we'd say, let's do it. But sometimes it was hit or miss." Clockwise from top right: Brothers Troy and Brad van Dam are the second generation at the helm of Marich Confectionery; Marich's new brand approach includes labeling that shows off its five major candy categories: coffee, toffee, fruit, caramel and nuts; finished dark almonds waiting to be taken to packaging; pectin candies await a light dusting of sugar. 100 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com