Oser Communications Group

6 GENERAL NEWS GOURMET NEWS JANUARY 2014 www.gourmetnews.com Specialty Food Association Survey Reveals Consumers Today Buying More Gourmet Foods and Beverages than Ever Before Consumers are choosing specialty foods over conventional foods at record levels, according to new research from the Specialty Food Association. Close to 75 percent of U.S. consumers report making specialty food purchases this year, a major increase since the economic downturn of 2009 when only 46 percent reported that they bought these high-quality products. Consumers surveyed say they spend about one quarter of their at-home food dollars on specialty options like artisanal chocolates, cheeses and oils. "The results confirm that consumers are responding to the wealth of innovative foods and beverages being produced today by food artisans and entrepreneurs across the U.S.," said Ron Tanner, Vice President of Communications and Education for the Specialty Food Association. "Specialty food has become part of the daily diet for a ma- jority of Americans." The findings are based on an online survey conducted by Mintel International in August 2013. Mintel surveyed 1,486 adults who purchase specialty foods. The survey defined "specialty foods" as foods of premium quality that are often made by small or local manufacturers, which are distinctive and which often have ethnic or exotic flavors. According to survey results, nearly half of today's specialty food consumers are interested in buying foods with locally grown ingredients. Genetically modified organisms are also emerging as a hot topic for specialty food consumers. The survey revealed that this consumer group is four times more likely to seek out non-GMO foods than are non-specialty food consumers. The Mintel survey revealed some inter- esting demographic data on those most likely to purchase specialty foods today. Specialty food consumers tend to be young, affluent and live in the West or Northeast. Consumers aged 18-24 are the most frequent purchasers of these foods. Men are almost as likely to make purchases as women, with 74 percent of men and 75 percent of women reporting buying specialty foods. For the second year, the top five specialty foods categories consumers say they buy most often are chocolate, olive oil/specialty oils, cheese, yogurt/kefir and coffee. Notably, gourmet salty snacks have jumped from ninth to sixth place among the most purchased specialty foods. Taste, quality and impulse purchases are the top three drivers compelling consumers to opt for specialty food. More than ever before, specialty food consumers are being influenced by food discoveries they made while traveling. Among ethnic cuisines, the survey found Greek to be dramatically gaining in popularity. Finally, while specialty food purchases are traditionally tied to home entertaining and special occasion meals, an increasing number of consumers are purchasing gourmet specialty foods for everyday dining. Nearly two-thirds of those surveyed said that they buy specialty foods for everyday meals at home. The Specialty Food Association is a notfor-profit trade association for food artisans, importers and entrepreneurs established in 1952 in New York to foster commerce and interest in the specialty food industry. Today there are more than 3,000 members in the United States and abroad. For more information on the association, visit www.specialtyfood.com. GN CROSSMARK Acquires Leading Shopper Engagement Firm PromoWorks CROSSMARK, a leading sales and marketing services company for consumer brands recently announced it has acquired the assets of PromoWorks, an innovative leader of insights-driven shopper marketing solutions. The transaction will result in CROSSMARK being the preferred product sampling and demonstration agency for 10 of the top 20 food retailers in North America and the exclusive event marketing planning agency for many of the top consumer brands. PromoWorks offers unique strategies that enhance the retail experience through customized shopper engagement and product sampling/demonstration events. Since 1999, PromoWorks has collaborated with manufacturers and retailers to transform the in-store demonstration experience, performing more than five million events and engaging more than 1.5 billion people with shopper buying decisions. "Through intense focus and execution, we have become the North American leader in in-store marketing for brands," said CROSSMARK CEO Joe Crafton. "Not only does PromoWorks add to CROSSMARK's scale and coverage, but we also are excited about the company's ability to create integrated and innovative omnichannel campaigns." This is CROSSMARK's second recent acquisition of an engagement-focused marketing firm. In August, CROSSMARK acquired Marketing Werks, a leading outof-store consumer-engagement firm based in Chicago. "The PromoWorks and Marketing Werks transactions create solutions for our clients that are unrivaled. As traditional advertising continues to lose relevance in many categories, we are experiencing an explosion in utilizing people as media to engage with consumers on-the-go," Crafton said. According to CROSSMARK's research, experiential marketing is expected to see robust growth over the next decade. "There is no more powerful marketing tactic than someone telling you face-to-face about a product benefit or giving you a sample of the product to taste or touch when you're on the path-to-purchase," said Jim Rose, President of CROSSMARK Marketing Services. "That is experiential marketing that leads to conversion and loyalty. And it's why we're so excited about making investments in this growing segment." PromoWorks will be led by industry veteran Julie Beck. Prior to joining PromoWorks in 2011, Beck held a variety of leadership positions at Procter & Gamble, Johnson & Johnson, Kraft and The Partnering Group. According to Beck, CROSSMARK brings a whole new level of scale, retailer and supplier expertise and analytic horsepower. "Everything from recruiting, training, IT, advancement opportunities and innovation will be amplified with CROSSMARK's involvement. We have discussed this transition with our retailer, supplier and agency partners. They are overwhelmingly supportive and look forward to the increased capabilities that will come from this union," Beck said. "We will be participating in strategic conversations that we never thought were possible." For more than 100 years, CROSSMARK has helped the most powerful brands in the world achieve their business objectives. Expertise encompasses the areas of headquarter sales, retail merchandising, retailer solutions, in-store events, experiential marketing, shopper marketing, consumer engagement, in-store data collection and field intelligence, retail analytics and retail technology solutions. Headquartered in Plano, Texas, CROSSMARK employs more than 36,000 associates worldwide with 47 offices throughout the United States, Canada, Mexico, Australia and New Zealand. GN Great Lakes Culinary Center Now Open in Southfield, Mich. The new Great Lakes Culinary Center in Southfield, Mich. is a kitchen stadium, resource hub, entrepreneurial launching pad, special event site and much more— all under one roof. Combined with the Great Lakes Hotel Supply company, this new world-class, multi-use, 20,000square-foot facility brings together everything food industry professionals need to design, build, test and launch a fullyequipped commercial kitchen. At the Culinary Center, recipes can be refined and menus can be designed, utilizing Great Lakes Culinary Center's unparalleled selection of the finest kitchen equipment in the world, sourced from the industry's leading appliance manufacturers. In addition, Great Lakes Culinary Center is home to a breathtaking, interactive demonstration classroom and state-of-the-art multimedia learning center. The site is destined to be- come metro Detroit's premier destination for private parties and special events. Owner Marc Israel, a third generation businessman whose family has owned Great Lakes Hotel Supply in downtown Detroit for over 80 years, moved the company into the current Southfield location at 24101 W. Nine Mile Road to fulfill a longtime dream. Now, Great Lakes Culinary Center occupies 6,000 square feet of the total space at the site. "I traveled across the country and compiled a wish list from well-known chefs and food industry professionals," said Israel. "The people I talked to were hungry for a specialized facility where high-tech commercial equipment can be tested before purchasing, where chefs can develop and enhance their own recipes, and memorable private parties be held. Great Lakes Culinary Center is a premier, state-of-the-art re- source for aspiring and seasoned chefs and other culinary professionals in Michigan and beyond." Award-winning chef Jim Bologna, former corporate and executive chef at Opus One, The Townsend Hotel, Morels/Shiraz and Capital Grille, has joined the Great Lakes Culinary Center professional team. Bologna's role it is to develop the connection between chefs and foodservice professionals. "Opening your own restaurant can seem like a daunting task," said Bologna. "We assist chefs by providing them with the best test kitchen in the area, and offering business development, support and contract placement for those planning to open their own establishments." Former personal chef and award-winning health and wellness food entrepreneur, Michelle Kobernick, has also joined Great Lakes Culinary Center as Program Director. She has designed a variety of cooking classes, from interactive feasts to make-and-take classes. "Our classes will cover everything from family dinners and holiday dishes to specialized meals for weight loss and healthy dietary programs," said Kobernick. "Our guests will be able to practice skills and view the entire process from our expansive kitchen's 25-foot long marble bar as well as from three, 60-inch high-definition television monitors." Great Lakes Culinary Center's magnificent, modern setting is available for corporate and private events, seminars and group cooking classes. The venue can comfortably seat up to 100 guests. For more information, call the Great Lakes Culinary Center at 248.286.3102, or visit www.glculinarycenter.com. GN

• Cover