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Before Graceland Fruit/GF Cooperative Inc. started taking advantage of the Branded Program, their export sales were nonexistent. Today, exports make up more than 22% of their revenue and they’re established in Japan, Korea, Thailand, Germany, France, Taiwan, China, and the United Kingdom.
Since 1997, the Michigan company has used Branded Program funds to attend tradeshows, conduct in-store demonstrations and tastings for their products, and produce marketing materials in different languages. They’ve also been 50% reimbursed for translators, freight to and from shows, and posters relating to their products.
According to Suzi Mills, Marketing & Public Relations Manager for Graceland, “We have had great successes through the Branded Program with numerous new contacts that have led to sales in several countries.” In Japan the company increased sales in the first year from 0% to 8% and has experienced steady growth in the market. Their Soft-N-Frozen products are well received in the ice cream shops and kiosks in many areas of Korea. In Taiwan they are present in the major bakery distribution channels with their infused dried product and have excellent opportunities in the market for new products as well. In Germany, Graceland landed a major sale at the Anuga show this year that expanded their marketing and sales efforts into the Middle East with an internationally-known company. The company has also grown its German business by more than 5% in the past two years. And in the United Kingdom, they have a major distribution channel lined up for both industrial sales and re-bagging segments of the market. Their distribution channel expands to the rest of the European Union as well.
Mills credits the Branded Program for these successes, “The Branded Program allows otherwise sheltered companies access to an enormous amount of information and contacts. Having International Marketing Experts really helps us manage the customer/supplier relationship on foreign soil.”
Graceland also uses the Food Show PLUS!SM service to enhance their tradeshow experiences. “Food Show PLUS!SM is an inexpensive way for us to have market research and excellent translation services in markets where we may not have the resources to find them on our own.”
Mills recommends the Branded Program to other small companies who want to increase their exporting business. “It is an excellent opportunity for smaller companies to get a taste of the international marketplace. Through this program, small companies gain the economic support that they may need to start an international marketing and sales campaign.”
In the future, Graceland plans to use Branded Program funds to break into China and Taiwan, and probably Spain as well.
Graceland provides infused fruits and vegetables to the world. The company is known for its outstanding research and development, the breadth of its product line, and for continually offering new ingredients and applications to food manufacturers. Their entire line of infused dried fruits and vegetables, Fridg-N-Fresh™ vegetables, and Soft-N-Frozen™ fruit products are low in fat and calories and high in fiber.
Food Export Association of the Midwest USA and Food Export USA – Northeast are private, non-profit associations of Midwestern and Northeastern state agricultural promotion agencies that use federal, state, and industry resources to promote the export of Midwestern and Northeastern food and agricultural products.
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