Export Workshop: Export Workshop:

NCDA&CS International Sales & Marketing May 7, 2010

By: Patrick Ford, Ford’s Gourmet Foods

PATRICK FORDPATRICK FORDVice President, International

MarketingFord’s Gourmet Foods

DISCUSSION AGENDADISCUSSION AGENDA• Who We Are

• What We Do

• Brief Bone Suckin’ History

• Finding The Right Markets

• MAP Branded Partnership

• Ford’s Gourmet Foods Today

• Q & A

WHO WE AREWHO WE ARE• Fourth generation

family-owned and -operated business based in Raleigh, North Carolina– Founded in 1946

• We believe in providing quality products and exceptional service to all of the customers we serve.

WHAT WE DOWHAT WE DO

• Ford’s Produce Company

• Ford’s Gourmet Foods– Bone Suckin’ Sauces

– Fire Dancer Nuts

– Wine Nuts

– Earth Family Organics

– A’Lese Tois Chocolates

BRIEF BONE SUCKIN’ HISTORYBRIEF BONE SUCKIN’ HISTORY

• Family recipe bottled and sold for the first time in 1992

• “NC Battle of the Sauces” champion in 1994

• Debut at the International Fancy Food Show in New York in 1994– Harvey Nichols in London and Bruno’s in Toronto

become first international customers

FINDING THE RIGHT MARKETSFINDING THE RIGHT MARKETS• What Country First?

– NCDA & CS International Marketing

• http://www.ncagr.gov

• Euromonitor

– FAS GAIN Reports

• http://gain.fas.usda.gov

– SUSTA

• http://www.susta.org

• Research First to find out what countries use your type of product and have money to pay for it.

Look At Potential RetailersLook At Potential Retailers

• Visit Stores Before Show– Look At Your Competition

– Talk To Shop Owners

– Note Merchandising

• Don’t Stay In Hotel Room

TradeshowsTradeshows

• This is where we meet buyers face to face

• Talk The Talk– Read news from the

country you are going to before your trip.

• Press Kits

• Translate Sales Materials

• Write Good Notes

MAP BRANDED PARTNERSHIPMAP BRANDED PARTNERSHIP

• Partners since 2003

• Use MAP Branded funds to supplement budgets for advertising and exhibiting at overseas trade shows

• Testified on behalf of MAP program in front of United States Congress

MAP BRANDED PARTNERSHIPMAP BRANDED PARTNERSHIP

• Make participation in international trade shows and advertising possible by subsidizing booths and travel.

• Allow access to market & consumer research, and educational resources

• Level the international playing field for smaller U.S. companies

USING THE INTERNET TO MARKET YOUR BRAND WebsiteWebsite

• www.BoneSuckin.com– Introduced in 1996

– Online sales have increased by quadruple digits since the introduction of the website

USING THE INTERNET TO MARKET YOUR BRAND WebsiteWebsite

USING THE INTERNET TO MARKET YOUR BRAND Email BlastEmail Blast

• Allows for targeted product messaging.

• Sending to customers who have chosen to receive the communication.– Most have likely already

purchased.

• Immediate timing.

• No cost marketing tool.

USING THE INTERNET TO MARKET YOUR BRAND Social MediaSocial Media

• “Word of Mouth” advertising from people who are fans of your products.

• Opportunity to share promotions, recipes and ideas.

• Broad demographic profile for social networking expands your customer base exponentially.

• No cost marketing tools.

USING THE INTERNET TO MARKET YOUR BRAND Social MediaSocial Media

USING THE INTERNET TO MARKET YOUR BRAND Social MediaSocial Media

USING THE INTERNET TO MARKET YOUR BRAND Social MediaSocial Media

GOOGLE TO MARKET YOUR BRAND ABROAD

• Analytics– What country is your interest coming from?

– What cities in those countries are most interested

– Measure ‘site engagement goals’

– Trace marketing campaigns and/or keywords

GOOGLE TO MARKET YOUR BRAND ABROAD

• Alerts– Real time access to media outlets, bloggers and

people talking about your products worldwide.

– Unlimited search terms

– And, oh yeah…once again, it’s free

FORD’S GOURMET FOODS TODAYFORD’S GOURMET FOODS TODAY• In more than 50 countries around the world

including:– United Kingdom– Netherlands– Germany Austria– Denmark– Sweden– And, now, Australia

• International exports have increased 400% since 2003– International sales account for 20 – 25% of total sales– International sales have positively impacted U.S. sales as

well

FORD’S GOURMET FOODS TODAYFORD’S GOURMET FOODS TODAY

• Bone Suckin’ Sauce rated #1 by Newsweek, Food & Wine and many others

• Honored by Columbia University’s Celiac Disease Center

• First ever recipient of the North Carolina Exporter of the Year Award

• Named one of Top 20 Small and Mid-sized Market Players by the Consumer Products Guide

• Rated #1 Barbecue Sauce in UK by Restaurant Magazine

Q & AQ & A

Export Workshop: Export Workshop:

NCDA&CS International Sales & Marketing May 7, 2010