Food and Drink iNet helps East Midlands craft brewers tap into overseas markets

East Midlands craft brewers interested in finding out about export opportunities to China are being urged to join a project which is developing a blueprint for carrying out business primarily in South East Asia.

The Food and Drink iNet is looking to encourage craft brewers in the region to explore the possibilities available for exporting to China, where the popularity of beer has shot up in recent years.

Back in 2004, China overtook the USA to become the world’s largest beer market.

The iNet, which is run by trade organisation The Food and Drink Forum, has already supported a Bottle Conditioning Project at the University of Nottingham which is helping brewers extend shelf life and prepare their products for sale in overseas markets.

Now the iNet is funding a second phase of the project which is being led by Nottingham company MetafocusGlobal, with support from the University of Nottingham Food and Biofuel Innovation Centre and the Asia Business Centre, UK Trade & Investment (UKTI), and Derbyshire firm Thornbridge Brewery, to develop an export solution and channel for those businesses who are looking to export for the first time or to develop new overseas markets.

It will also explore opportunities for smaller breweries in the UK market.

Initially looking at China as the first overseas market - one in four pints of beer sold in the world is bought in China - the project will also develop an online portal for potential distribution in the UK market too for those businesses who are not yet ready for the leap to exports.

Now it is looking for additional brewers to get involved.

“Exciting opportunities have been identified in China and elsewhere for East Midlands craft breweries, but these are big markets with big challenges. The Food and Drink iNet is very pleased to be working with UKTI and funding a project which will explore these sales opportunities and develop a realistic channel for smaller craft brewers with capacity and passion to increase business in the UK and abroad,” said Food and Drink iNet director Richard Worrall.

“We have some fantastic ales being produced across Derbyshire, Nottinghamshire, Leicestershire, Northamptonshire, Lincolnshire and Rutland. This project could really help fly the flag for the East Midlands craft brewing industry overseas and in the UK, and we’re interested in hearing from small or medium brewers across the region who are keen to find out more about how they could get involved. Wherever you are on the sales ladder, we want to help you progress and if you have a desire to go higher, you should get in touch with us.”

The iNet’s British Craft Brewers Sales Project will focus on developing a solution and channel for breweries to export to China, but will also form a template for exporting beer to other destinations and for smaller breweries selling online in the UK prior to being ready for export.

“In China the popularity of beer has increased rapidly alongside a desire for spirits. China already accounts for one in four pints of beer sold worldwide, double that of the US, and could account for 40% of total worldwide beer sales by 2016,” said Alan Clements, of MetafocusGlobal, an international internet marketing agency, specialising in helping local companies exploit the Chinese market, which is based in the Lace Market.

“There is no doubt that there are market opportunities for British branded boutique craft beers in China, although the biggest opportunities may be in second tier cities through pubs, clubs and supermarkets.”

But there are a number of potential hurdles that breweries need to be aware of and overcome.

“The Chinese tend to emphasise food safety and like to buy from trusted sources. Britain already has a good reputation in this regard,” said Alan. “Chinese complex food and drink import and labelling regulations and paperwork can be daunting and need careful research, as the Chinese are continually modifying their food laws, labelling and packaging requirements and import procedures.”

The objective of the project is to deliver a full business plan that identifies a structured approach to the product, process and marketing required to sell craft beers to China as a template for other markets.

It will involve research of the market, product development, branding and marketing, logistics, as well as the creation of a portal potentially for the UK market.

The Food and Drink iNet has granted almost £20,000 to fund the Collaborate to Innovate project, which is due to be completed by the end of March 2013.

Any East Midlands Craft Brewers interested in getting involved should contact the Food and Drink iNet by emailing info@foodanddrink-inet.org.uk and mark Breweries in the subject header.

The Food and Drink iNet, which is part-funded by the European Regional Development Fund (ERDF), is managed by a consortium, led by the Food and Drink Forum and including Nottingham Trent University, the University of Lincoln, and the University of Nottingham.

It is based at Southglade Food Park, Nottingham, with advisors covering the East Midlands region to offer a range of support to small and medium-sized enterprises that work in the sector.

For more information visit www.foodanddrink-inet.org.uk

Press release issued by Nottingham PR company Perfect 10 PR www.perfect10pr.co.uk

Anila's Authentic Sauces gains first distribution order to Switzerland

Anila’s Authentic Sauces will be warming up meals in snowy Switzerland after the firm received its first export order from the country.

Earlier this year the award-winning curry sauce and accompaniments producer won an export order to Germany after exhibiting at the world’s most important food and drink sector trade fair, Anuga.

Anila’s travelled with UK Trade & Investment to exhibit as part of the British Pavilion at Anuga in Cologne in October 2009.

Now the company run by Anila Vaghela has secured a second order as a result of contacts made at the trade fair and has started exporting to Switzerland for the first time.

A Swiss distributor has ordered more than 1,100 jars of curry sauces, chutneys and pickles from the firm, which is based in Walton-on-Thames with a unit in Hounslow, and is run by Anila and her husband Dan.

“This is great news for Anila’s Authentic Sauces,” said Anila Vaghela. “Exhibiting at Anuga marked the start of our push into exporting to Continental Europe, and I am delighted that this is now bearing fruit for us.”

The distributor has taken the whole of Anila’s range, which features eight premium curry sauces, handmade in small batches, and 16 chutneys, pickles and dips made with single fruits and vegetables.

Anila’s now exports to Germany, Ireland, Dubai and Switzerland, and hopes to continue expanding to other countries.

The news of the Switzerland order comes as Anila’s celebrates scooping a two ** Gold Great Taste Award for its popular Goan Green Curry Sauce.

The accolade marked the 11th Great Taste Award presented to Anila’s range of premium curry sauces, chutneys, pickles and dips by The Guild of Fine Food.

To win such a high rating, up to 20 judges unanimously agreed that the Goan Green Curry Sauce had achieved ‘absolute perfection’.

“The Goan Green Curry Sauce is one of our most popular sauces, and we are thoroughly delighted that the judges of the Great Taste Awards 2010 agree that it’s something very special,” said Anila, who founded Anila’s Authentic Sauces in 1997.

The Great Taste Awards are the national benchmark in speciality food and drink, and have been running since 1993.

Made with mint, coriander, spinach and coconut, Anila’s Goan Green Curry Sauce is sold in a range of speciality retailers, delis and farm shops.

Anila’s cooking has always been popular with friends and family, and in the early 1990s she began selling jars of curry sauce on a very small scale in her local community in Walton-on-Thames, Surrey. She sold all 80 jars at her first fair at Weybridge in 1992. Phone calls from very satisfied customers followed, and Anila began fulfilling small orders.

In 1997 she was made redundant from a job as a PA and decided to seize the opportunity to form her own company to develop Anila’s Authentic Sauces.

She carried out extensive research, took expert business advice, and felt there was a gap in the market for high-quality, premium curry sauces. She soon gained a listing in the food hall of her local department store, and before long Anila’s curry sauces were on the shelves of a range of health stores, delicatessens and independent specialist shops.

Anila outgrew her kitchen at home and moved to a catering kitchen in Surbiton in 2002. A year later the business needed larger premises once more, and Anila’s re-located to a 1400 sq ft unit in Hounslow. In 2006, husband Dan also joined the team.

Anila’s products are now sold at John Lewis Oxford Street and John Lewis Bluewater, and top quality gourmet stores, such as Harrods, Wholefoods and Planet Organic, plus hundreds of other outlets that include health food stores, garden centres and gift shops, as well as smaller independent stores such as Budgens at Ascot, Shepperton and Crouch End. Anila’s also sells direct to the public at 28 farmers’ markets across Surrey, Berkshire, Buckinghamshire and Hertfordshire, including Guildford, Walton, Windsor, Maidenhead, Ascot, Cobham, Beaconsfield and Farnham, and online via http://www.anilassauces.com/

Anila’s starts exporting to Germany

Award-winning curry sauce and accompaniments producer Anila’s has gained its first export order to Germany.

Three of the firm’s chutneys have been snapped up by a quality retailer, with a further ten of Anila’s products due to become available to the German market shortly.

The contract comes after the firm exhibited for the first time at the world’s most important food and drink sector trade fair at Anuga in Germany in October, which marked a push by Anila’s onto the global stage.

“I am delighted that we have secured a first order for Anila’s in Germany,” said Anila Vaghela, who founded the family-run business in 1997. “We have been looking at exports for the past five years, and already have outlets in Ireland and Dubai, but we have been keen to move onto the Continent. This order in Germany represents what I hope will be the first of a number.”

The firm, which is based in Walton-on-Thames with a unit in Hounslow, also has interest in its products from France and Switzerland, added Anila.

“Exhibiting at Anuga was a great opportunity for us to showcase Anila’s curry sauces and accompaniments to the world,” she said. “I believe there is huge potential for export. We are very pleased to now be on sale in Germany, which is another step forward as we build our export portfolio.”

A pallet containing jars of Sweet Mango Chutney, Chilli Chutney and Tamarind and Date Chutney has now left the UK bound for a German online retailer – a Lakeland-style outlet which sells gourmet products and kitchen equipment.

The German distributor handling Anila’s products is also taking an order of seven of Anila’s curry sauces – Fruity Mild, Goan Green, Mild Korma, Spicy Korma, Spicy Mild, Spicy Medium and Hot Methi – as well as Anila’s Aubergine Pickle, Sweet Mango Pickle and Tindori Pickle.

Labels have been translated into German to cater for the export market.

Anila’s range features eight varieties of authentic curry sauces and 16 varieties of pickles, chutneys and dips. Anila’s sauces are based on traditional Indian recipes, and are gluten-free and dairy-free. Suitable for vegetarians and vegans, they are also free from onions and garlic, which suits people who are intolerant to alliums.

Anila’s sauces have won ten Great Taste Awards, and last year her Spicy Korma Curry Sauce scooped a Free From Food Award.

Anila’s distinctive and delicious range of mouth-watering ‘handmade’ chutneys, pickles and dips are made with single fruits and vegetables, and team up perfectly with a variety of dishes, snacks and cheeses.

Her products are sold at John Lewis Oxford Street and John Lewis Bluewater, and top quality gourmet stores, such as Harrods and Selfridges, plus hundreds of other outlets that include Wholefoods, Planet Organic, delis, health food stores, garden centres and gift shops. Anila’s also sells direct to the public at 28 farmers’ markets across Surrey, Berkshire, Buckinghamshire and Hertfordshire, including Guildford, Walton, Windsor, Maidenhead, Ascot, Cobham, Beaconsfield and Farnham, and online via www.anilassauces.com

Anila’s travelled with UK Trade & Investment to exhibit as part of the British Pavilion at Anuga in Cologne in October 2009.