How to... make an impact

New F&B brands need courage to make it in hospitality. Here Craig Sams, co-founder of Gusto Organic, Green & Black and Whole Earth Foods shares his tips

positive thinking

It is sometimes hard to see how a new brand can compete when large, established companies have longterm relationships with customers. But despite obstacles, young brands, and products can make an impact.

Be Bold

You have to be bold. It is easy to think that airlines, for example, won’t be interested but you can only find out by engaging them with a strong pitch and an open mind. Small brands can get lost in the noise but finding one open-minded person who’s influential, could help you get a toehold.

follow the seasons

Mine Linkedin for industry contacts, go networking and be sure you understand the cut-off dates for the industry’s seasons and procurement processes. Offer your products well ahead and ideally decide your seasonal ranges a year in advance. Think long term and be patient.

Build foundations

To succeed, your new product obviously needs to taste good, look appealing and be sold effectively. A misjudged sales strategy will scupper your launch and early growth, putting off potential customers, investors and partners who may doubt your abilities to deliver in the longer term. Getting the taste, texture, or appearance of your product wrong, or poor branding, is hard to recover from.

love your product

Create your product in your vision. Chances are that if you love it, others will too. With Gusto, co-founder William Fugard and I set out to make the taste we wanted by using only the ingredients we wanted to consume. Likewise, we made sure the design and branding resonated with us. Thankfully, it has struck a chord with others. Sticking to your guns is also the best way to bring out a genuinely new and unique product.

Be persistent

Strong, sustainable brands take time to build. There is no silver bullet, just time and persistence. Businesses face many decisions, some of which can challenge your ethics and values. Having clearly defined brand values will help you navigate decisionmaking and remain consistent. Stay true to your values. •