MORE THAN BREAD AND BUT­TER

CATHER­INE BEARD RE­PORTS ON HOW CUS­TOMER INTIMACY AND IN­NO­VA­TION IS PAY­ING OFF FOR KIWI EX­PORTER CA­NARY EN­TER­PRISES.

NZ Business - - THE EXPORTER PAGES - BY CATHER­INE BEARD CATHER­INE BEARD IS EX­EC­U­TIVE DI­REC­TOR OF EXPORTNZ, WHICH AS­SISTS EX­PORTERS THROUGH­OUT NEW ZEALAND. WWW. EXPORTNZ.ORG. NZ.

Icaught up with Nic Wetere, CEO of Ca­nary En­ter­prises, fresh off the plane from Sin­ga­pore where she had been at­tend­ing the Food & Ho­tel Asia Trade Show.

“It was an amaz­ing ex­pe­ri­ence – the buzz and excitement of work­ing with like-minded com­pa­nies in the NZ Pav­il­ion with NZTE, and see­ing so many New Zealand com­pa­nies do­ing amaz­ingly in­no­va­tive things,” re­ported Nic. “You won­der why you haven’t heard of them! It’s a great event for net­work­ing and show­cas­ing.”

While you may have seen Ca­nary brand clar­i­fied but­ter in New Zealand su­per­mar­kets, Ca­nary’s prod­ucts go be­yond this to in­di­vid­ual por­tions of but­ter medal­lions and rosettes. They were ex­port­ing from day one; now pro­duc­ing 120,000 por­tions of but­ter a day to coun­tries all over the world, in­clud­ing their big­gest cus­tomers in Aus­tralia, Thai­land and the UAE.

As a food in­no­va­tor and man­u­fac­turer of qual­ity, premium dairy prod­ucts, Ca­nary’s model is all about be­ing in the niche, premium prod­uct space.

“We’ve been around 16 years, and it all started with see­ing an op­por­tu­nity in the mar­ket where we could de­liver premium but­ter prod­ucts to end con­sumers, while help­ing to re­duce their cost and add value,” ex­plains Nic.

“It’s a pure New Zealand but­ter prod­uct so cus­tomers have full trace­abil­ity; plus as a fur­ther pro­ces­sor we can cus­tomise. We work closely with end users to iden­tify ex­actly what they need.

“Ca­nary of­fers a more cus­tom­ized ex­pe­ri­ence. We part­ner with end users to en­sure we’re de­liv­er­ing what they ac­tu­ally re­quire.

“Our cus­tomer intimacy model means we think like our cus­tomers do – for ex­am­ple, fore­cast­ing for them, pre­dict­ing when they’re go­ing to run out of stock. Things like that en­sure they’re get­ting a full ser­vice, rather than sim­ply be­ing sold a prod­uct.”

One of Ca­nary’s ma­jor seg­ments is air­lines, for whom they make but­ter medal­lions. “It’s pretty amaz­ing when you ac­tu­ally stop and think about how our prod­ucts lit­er­ally end up all over the world!” says Nic.

A lot of Ca­nary’s ho­tel cus­tomers have their lo­gos em­bossed onto the but­ter medal­lions, and this USP is be­ing worked on with air­lines too. “It’s a big fo­cus for us to give cus­tomers that level of cus­tomi­sa­tion so we’re cre­at­ing some­thing they can iden­tify as their own.”

In­no­va­tion and the New Zealand brand are Ca­nary’s point of dif­fer­ence.

“Our medal­lions get de­liv­ered in a car­ton, al­ready on a line of paper. They’re then plated by the cus­tomer. A lot of our com­peti­tors’ prod­ucts are in a plas­tic wrap­per. By not pack­ag­ing our but­ter this way, our cus­tomers can serve it how they choose; plus there’s less waste, and more space from a ship­ping and stor­age point of view.”

The com­pany has In­dia and Viet­nam in their sights, as well as new blended in­no­va­tions to meet cus­tomer price point needs.

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