Specialty Food Magazine

WINTER 2015

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.

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Salute to Himalayan Black Winter Truffl es Gold Medal Winner 2011/2012 Gourmet Product Awards Experience "Black Gold" presented by the vast Himalayan snow-covered mountains and evergreen forests, an immense, natural, pristine Shangri-la. Email newtiger6688@yahoo.com Tel 516.942.9312 • Fax 516.942.9306 www.greatporcini.com Available canned, jarred, fresh, dried slices and freeze-dried. ketchup, they eventually expanded their rep- ertoire to include two more condiments. "When we started we had one product," Ramadan explains. "Our first major learning was people are interested in variety, and if they trust your brand, they want more from it." Sir Kensington's introduced classic, chi- potle, and Sriracha mayonnaises in 2013, and a line of mustards in 2014. "It's hard to find a brand that's depend- able and stands for something," Ramadan continues. "We feel lucky that we were able to create a brand that people wanted to see more of. One of the things that we learned as we came out with mayonnaise and then mustard, it was easier to have conversations with new customers because we had more to show them and more examples of what we do. "It's been great from a culinary stand- point to be able to expand and experiment," Ramadan says. As for sales, he adds, it's been a good move for the company to show cus- tomers that the business continues to evolve. Finding a Dual Market Shortly after Norton and Ramadan started the business they realized an important seg- ment of the ketchup industry lies in res- taurants. After stumbling upon a statistic that 70 percent of ketchup is consumed in the foodservice arena, the partners shifted their marketing strategy to include a much wider audience. "We knew that if we wanted to create a place for ourselves in the world Winter Fancy Food Show Booth 4622 "No one had done to ketchup, and condiments more generally, what some of the other famous natural food brands had done in other categories." WINTER 2015 73

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