The challenge.

Foodcare are Australia’s number 1 supplier of production consumables (food safety and handling equipment, e.g. gloves) to the food processing industry. But with 10,000 SKUs available they were finding it difficult to articulate the value they provided beyond just supplying products.

They were stuck in an endless marketing cycle of selling specific products and then attempting to upsell.

Diagnosis.

Production consumables are an annoying ‘must-have’ for every food production plant in Australia. Without the right hairnets for example (which cost 3c each) you run the risk of being shut down. So everyone needs them, everyone is concerned they will run out, and everyone sees them as a grudge purchase.

Together we undertook an audience interrogation, competitive analysis and messaging workshop where we uncovered the true value Foodcare provided was not their range of products, but continuity of supply thanks to their unique mix of processes and global supply chains.

Solution.

All the existing messaging across all sales and marketing channels was replaced with the new value proposition and messaging: Because running out isn’t an option.

Key marketing activities were identified and are being currently developed to assist in delivering the messaging through the correct channels.

The results.

“We’ve been trying to nail our value proposition for years, and Andy cracked it. We all use it in our sales conversations and our clients immediately get it. It’s a game changer for us.”

Garry Pagden, CEO, Foodcare