Soup strat­egy

Pi­tango’s ex­port strat­egy is based on strong mar­ket re­search and prod­ucts that match the tastes of lo­cal con­sumers.

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His­tor­i­cally Pi­tango, the Auck­land­based or­ganic chilled soups man­u­fac­turer, has fo­cused on over­seas mar­kets with large ex­pat pop­u­la­tions, such as Hong Kong. How­ever, Pi­tango's man­ag­ing di­rec­tor di­recto Graeme Lau­rence, says they are now ac­tively work­ing on o en­ter­ing the Korean and Ja­panese mar­kets. “We look at mar­kets which don' don't have a de­vel­oped fresh soup cat­e­gory. They may have strong pow­dered or canned soup cat­e­gories, but once con­sumers taste fresh chilled soups they switch to the su­pe­rior prod­ucts. “Our goal is to have an additional three mar­kets out­side of our tra­di­tional strong mar­kets in Aus­tralia and New Zealand.”

Pi­tango's ex­port strat­egy is to first re­search the lo­cal con­sumer taste profiles, in or­der to lo­calise its range. It part­ners with a re­li­able lo­cal dis­trib­u­tor with good con­nec­tions and ac­cess to chilled fridge space in the re­tailer chan­nel. “We need to know there's sound in­fra­struc­ture to man­age a rea­son­ably short shelf-life prod­uct,” says Lau­rence.

Pi­tango also looks to mar­kets where or­ganic prod­ucts com­mand a pre­mium.

Lau­rence says tar­iffs can be an ob­sta­cle in mar­kets such as South Korea – but like most ex­port ori­ented com­pa­nies Pi­tango sees de­vel­op­ing and de­vel­oped coun­tries in Asia as key mar­ket op­por­tu­ni­ties. “With our or­ganic her­itage we see some large specialist re­tail­ers in the US as good prospects too.”

Lau­rence says the com­pany, still pri­vately owned, re­tains a lot of the val­ues that it was founded on. “The or­ganic her­itage as very im­por­tant in our phi­los­o­phy.” The plan is to con­tinue de­vel­op­ing unique prod­ucts that fit in with chang­ing con­sumer needs, he says.

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