The Rural Voice, 2004-11, Page 29in the U.S. The company had been
working to enter the U.S. market for
nearly a year before the day of
tragedy, setting up representatives
and, a month before 9-11, sending
out representative sales kits.
"We were going on past history of
the U.S. market which was a very
lucrative market for gourmet foods,"
she says. But all that changed with
the terrorist attacks when business
stopped cold. "Nobody was buying.
Everyone was fearful."
Now people are cautious and want
to know what's in their food and so
there must be more research into the
nutritional values of the product
which has increased the expense and
slows bringing new products to
market. With the added expense
you'd better research the market to
see if your product will sell before
investing a lot of money, she says.
n the post -9-11 world, consumers
are looking for comfort and that
comfort starts with eating at
home, she says, and her company is
well placed with products like its
Ultimate Garlic Mashed Potato
Seasoning mix. "For the people who
want to make good choices about
what they're eating and like cooking
and that kind of culinary excitement.
that's where we are," she says.
So, in this age when farmers
dream of taking their products
beyond the farm gate what advice
can Rowe give?
"The first thing you have to know
is what the people want," she says,
remembering back to her early days
when she produced products that she
wanted to produce, and learned that
customers weren't as interested as
she was in the amazingly beautiful
garlic oils she made. "You've got to
get past yourself. It's not about you,
it's about them and you've got to
give them back they want."
Networking is very important so
you can broaden your experience and
hear what the consumers are saying
through things like cooking
demonstrations. You have to be
reading all the time, she says and not
just food journals but what's going
on in colours and other trends.
"There are certain attitudes -that
consumers are walking around with
in their heads and you've got to find
out what it is and then develop
something that makes them have the
experience they are looking for." 0
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E-mail: fricon@bmts.com
R.R. #1, CHEPSTOW, ONTARIO NOG 1K0
NOVEMBER 2004 25