South Australian producer Beerenberg has celebrated a new milestone – selling more than a million jars of its premium jams from the shelves of Australia's supermarkets in 2010.
National sales of the company's jams are up from about 250,000 jars in 2007 following a hard won campaign led by Managing Director Anthony Paech to have his family‟s products join major Australian and multi-national producers on the shelves of Australia‟s major supermarkets.
In the 18 months since Beerenberg won national shelf space for key sellers in its jam range in Coles and Woolworths supermarkets nationally, sales in this part of its business have jumped four-fold.
Turnover across the sixth-generation family-owned company – which also produces products for the international hospitality market, a boutique range of condiments and includes a working strawberry farm – was up by more than 15 per cent in 2010. Last year, Beerenberg sold more than 250,000 jars of its iconic strawberry jam alone.
Beerenberg Managing Director, Anthony Paech, says securing national shelf-space with the majors; supporting growth with improved production practices; and marketing its products around Australia has been "hard work for the whole Beerenberg 'family'", but rewarding.
“We make great tasting quality products but that alone is not enough,” Mr Paech said.
“We've also benefited from a community-wide desire for authenticity, a strengthening propensity among Australians to buy locally made products where possible – and the courage of Coles and Woolworths to follow the independent supermarkets in giving the little Aussie a go.
“We‟ve all shared the rewards. Beerenberg has established its brand in new markets; we've boosted employment; Coles and Woolworths are demonstrating they‟re in touch with their customers; and more Australians are enjoying our products and the fact that they have more Australian products in the cupboard!”
Mr Paech said Beerenberg was also exporting the taste of Australia, having contracts for personal portions with a number of international airlines including Qantas and up-market hotels in 23 countries across Asia, the Pacific and the Middle East.
“This part of our business has been negatively impacted by the strong Australian dollar and cheaper substitutes from Europe and Asia, but the fact that we have maintained a strong beach-head in the premium offshore hospitality market is a testimony to the global quality standard of our products.”
Despite the prominence of the Beerenberg brand in Australia and ongoing success overseas, staying “local” and preserving the authenticity of the brand is still very much part of the company strategy.
The company headquarters is still located at a house on the family property in the Adelaide Hills. The farm now employs around 45 full-time employees, most of whom live locally and work in the production facilities and in the farm shop.
Beerenberg Farm produces premium Australian jams, marmalades and condiments from a picturesque, working 100-hectare farm in Hahndorf, just 25km from the Adelaide CBD in South Australia. A total of 50 products are made using traditional recipes with no added artificial flavour, colour or preservatives. Beerenberg products are sold through Coles, Woolworths, Drakes, Foodland, IGA and selected fine food stores around Australia.
Further Information: Please contact Beerenberg Farm Managing Director, Anthony Paech on (08) 8388 7272
Issued By Hughes Public Relations: Michelle Prak on (08) 8412 4100 or 0409 140 680 or michelle@hughespr.com.au
