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/328566
TORTUGA ® A Taste of the Caribbean Call Toll Free 877-486-7884 or 305-378-6668 sales@tortugaimports.com • www.tortugarumcakes.com TORTUGA Rum Cake Company SEE US AT THE SUMMER FANCY FOOD SHOW BOOTH #749 Summer Fancy Food Show Booth 749 "creative marketing"—that have that once top-sought term experiencing consumer fatigue. According to the Specialty Food Association's 2014 "State of the Specialty Food Industry" report, while claims of natu- ral or all-natural are still highly prevalent, most channels reported a drop in confidence for the claims' future: less than half of retail- ers saw "all-natural" interesting consumers most in 2013, versus 55 percent in 2012; for the past two years, only a third predicted that interest would grow in the coming years. "We saw that many people were frus- trated by the claim natural or all-natural and how that has been diluted over time," Acree agrees. Non-GMO certification was a way to validate those claims. "It's just another way for the consumer to know what's in their food and, in this case, what's not in their food." Whatever the drive, for those still tee- tering on a decision, Crupi Dobbins recom- mends producers look to their own mis- sion and goals, to "evaluate what's going to be important to them and important to their particular consumer. That will help them create a blueprint of how they'd like to proceed." Starting from Scratch One strategy that has surfaced among pro- ducers new to the certification process is starting with a fresh product concept, rather than reformulating an existing line. It seems counterintuitive, but starting from scratch has its benefits. Acree says it simplified the process, tracking every aspect from the outset. Dancing Deer did the same with its line " just to understand the process, learn the ins and outs, and see what both the consumer and retailer reaction would be," Stanton says. From a marketing standpoint, she adds, introducing a truly new line with certification lent itself to making a bigger splash in the market. Stanton says the com- pany is learning as it goes and taking its time to certify other products. A blank slate also allows for setting a new standard with ingredient suppliers. Angela Pellegrini, who oversees all certifica- tions as quality assurance project manager for Saffron Road Foods, says that commu- nication is the first step in formulating a new recipe, such as for spice blends used in its chickpea snack line, one of the first products the company had verified by the Non-GMO Project. "Before we even start," Pellegrini explains, "we make sure that the spice blend company knows that they cannot source any- thing that is derived from GMOs." Bumps in the Road No certification process is swift, and non- GMO has had a unique set of obstacles in its 42 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com lede_GMO.indd 42 6/4/14 9:01 AM