In The Media

Dominique Fournier of CBC Wrote
At the end of October 2008, we filmed a part of our episode The Food Wars in Toronto.  We went to Grocery Innovations, a food fair where the food industry put the spotlight on what is forthcoming in the Canadian world of food.  As we walked through the aisles, it became increasingly obvious that competition in the food industry is pretty fierce. Every participant makes their pitch. The best pro-biotic yogourts.  The most edible organic cereals. The most exotic sauces. The fastest ready-to-eat meals. The marketing blitz just has one goal:  get your product onto supermarket shelves and into the mouths of consumers. In the food industry, that’s the holy grail.

  Alongside food giants like Kraft or Parmalat, we encountered much smaller food producers who must really toil to get onto any super-market’s shelves.  One was Rubina Surtie, a businesswoman from Saskatoon. Born in South Africa in a family of Indian origins, her products were directly inspired from her grand-mother’s kitchen. The first bites convinced me: it was the best food I had tried at Grocery Innovations. I was especially impressed by her coconut and grilled-pepper sauce Goa style that was simply out of this world. If only Rubina’s products were available in Eastern Canada, I think it would make a splash!  But will she have the financial backbone to get through and reach the shelves that everybody else covets?  Let’s hope this is just a first step in what could be a success story.   

Dominique Fournier
journaliste à la recherche/producer
Projets transculturels/Transcultural Unit Société Radio-Canada/Canadian Broadcasting Corporation Montréal, Canada

Western Grocer
1) What are shoppers and retailers looking for in the Indian food category? (different flavours, easy meal solutions, healthier options etc.)

Indian food is one of the most recognized and popular cuisines in the world. But it's a challenge to replicate because of the complex and varied ingredients that go into making the food. I've simplified the process by doing all the work for the consumer by preparing all the ingredients in my sauces. So now the consumer can get that authentic Indian flavour without all the work. And I'm also catering to the busy lifestyle of the average consumer. They don't have time to roast and grind their cumin like our mothers did back home. People want fast and healthy meals but they also crave the exotic flavours that they can only get in restaurants until now. I have ensured that our produced are free from dyes; colorants and oleoresins. Because we have maintained this high level of quality our nutritional tables are impressive. I've managed to satisfy all these needs in my sauces

2) What trends have you identified with Indian foods?

People are becoming more sophisticated consumers. They don't want to buy a curry powder that makes a basic curry anymore. They're aware of the different types of Indian cuisine available and they want more variety in their home cooked meals. Each sauce represents a completely different Indian dish.

3) Are any of your new products resonating with customers?

Absolutely. Our in store demo have proven to be quite a success. We were blown away by the consumer response. The sauces flew off the shelves. It's obvious that there's a need in the market for this type of sauce and my company has met it.

4) Is packaging an important merchandising tool?

Packing has to be incite the customer and be able to clearly explain how the product can be used. We spent a long time on choosing and designing the labels to make sure the customer knew exactly what they could expect from the product

5) How can retailer’s best merchandise your product(s) in order to maximize sales?

The in store demo have proven to be quite successful. I would like to show case on a more regular basis. That enables' us to build brand awareness. Being the new kid on the block has its challenges.