Market leader in premium hand cooked chips Customer since ...

Market leader in premium hand cooked chipsCustomer since 2004

ObjectivesLaunch of a premium crisps brand in Belgium and Luxemburg

ResponseThe premium snack sector in Belgium was still in its infancy when Kettle arrived. GSB supported Kettle in identifying clear gap opportunities and establishing a bespoke commercial strategy for the Belgian market which led to retailer Delhaize being approached as first partner. The Kettle brand is now available in all mainstream multiples having positioned itself as market leader in premium chips. GSB today remains the extended sales and marketing arm of Kettle Chips in Belgium and Luxemburg providing key account management and merchandising services as well as promotional and event coordination for the Kettle brand.

ResultsThe Kettle brand has clearly gained recognition and loyalty within the Belgian consumer base. Sales of Kettle Chips keep on experiencing a strong and healthy growth while consumers are being rewarded via promotions and innovation.

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Meat-free brand in retail and foodserviceCustomer since 1991

Objectives

Having already developed Quorn into a strong brand within the Belgian retail and foodservice sector, a new segment needed to tackled: QSR (quick serve restaurants)

Response

GSB approached the burger chain Quick. Quick is market leader in the Belgian fast food channel. GSB convinced Quick to develop a vegetarian proposition, in response to the increasing consumer demand. Through innovative, but simple recipes, the Quorn chef showed the versatility of Quorn within the strict regime of efficiency of the restaurants. This was the starting point of a NPD program resulting in a tailored Quorn burger.

Results

In June 2018, Quick launched its very first vegetarian proposition: their iconic burger ‘the Giant’ is now available as Veggie Giant as well. The launch was heavily supported in the restaurants, on line as well as outdoor with 20m2 billboards. The sales are above expectations. A meat-free proposition in a trade environment with a through meat DNA can clearly work.


Promoting English Lamb to trade and consumerCustomer since 1998

ObjectivesEBLEX (English Beef & Lamb Executive) engaged Green Seed Belgium to help increase the presence of English lamb on the restaurant menu in Belgium. EBLEX was hoping to educate restaurant chefs on the versatility of English lamb, from both a creative (“new” lamb cuts for Belgian horeca) and an economical (lower food cost) perspective. A positive and original image around English lamb in Belgium was created by GSG, as well as a very high visibility for English lamb.

ResponseFirst, Green Seed Belgium determined the primary and secondary targets, and identified the optimal instruments to reach these targets. Then an efficient campaign was developed, integrating different activities in order to obtain optimal impact. The face of the campaign was Belgian’s leading Michelin Chef Johan Segers, who would be referred to as the “Lambassador”. Accompanied by culinary journalist Dirk De Prins, the Lambassador travelled through the English countryside on a classic motorcycle with a sidecar, visiting lamb farms and cooking top lamb dishes with renowned English chefs. Through a series of articles and recipes in Belgium’s leading culinary magazine along with regular cooking sessions, newsletters, events and website feeds, the Lambassador informed professional colleagues and all Belgian foodies with professional advice on recipe suggestions using lamb.

ResultsThe objectives were clearly and successfully met. Belgian chefs and foodies started to put more English lamb and “new” cuts on the menu, keeping in mind the Lambassador’s recipe ideas and suggestions. The campaign gave a boost to the image of English lamb in Belgium, thanks to widespread and high quality media coverage, including interviews and in-depth discussions on national TV and radio. All the Lambassador’s English lamb recipes, his journey through England, and information on English lamb in general, were combined to create a hardcover book called “We Love Lamb” by Johan Segers and Dirk De Prins. The book was very well received by the press, chefs, foodies, and the trade and is now a general reference work for lamb in Belgium.


Leading brand in muesli and crunchy muesliCustomer since 2012

ObjectivesJordans Ryvita, is a large UK company in breakfast cereals. After 25 years market supply through a traditional importer’s model, Jordans Ryvita wanted to establish a direct trading relationships with all key multiples in Belgium and develop Jordans as a real A-brand.

ResponseA focused approach with tailored Belgian tactics both at sales and marketing levels was implemented. Logistics were put in place to increase service level. A clear product differentiation and strong NPD was rolled out.

ResultsSales increased strongly through distribution growth, product extension and correct promotional tactics. Jordan’s market share increased nicely in a very competitive market.


PGI quality lamb promotion in premium retail and foodserviceCustomer since 1998

ObjectivesHCC/Meat Promotion Wales is keen on getting Welsh lamb listed by leading premium retailers in Europe, with special emphasis of the PGI (Protected Geographical Identfication) lamb.

ResponseGSB identified the opportunity to introduce Welsh Lamb and selected Cactus as the mostsuitable retailer in terms of positioning in Luxemburg. Green Seed worked with a committed supplier and Cactus to ensure a suitable range was defined and launched in optimal conditions. A comprehensive launch support plan was developed and implemented towards both retail stores and Luxemburg consumers.

ResultsA new product range of PGI Welsh lamb was successfully launched in 2012. A high productvisibility and new awareness of Wales as the quality origin for lamb was developed.


European’s leading brand in gluten freeCustomer since 2012

ObjectivesRespond to the growing trend of gluten free and turn the Schär brand into a mainstreambrand. Until 2012, the Schär products were only available in the specialist dietarydistribution. GSB was approached to assist in launching the products in the national multiples

ResponseGSB developed a category management approach for each individual Belgian retailer. For each supermarket chain the most adequate assortment was identified in order to respondto the consumer needs. The ongoing NPD program finetunes the offer permanently.

ResultsDr Schär has obtained a virtual national distribution for their products. Shoppers can nowfind the Dr Schär products in Colruyt, Delhaize, Carrefour, Cora, Match, Mestdagh and many more.


Producer of the Gressingham duckCustomer since 2013

ObjectivesLaunch the special Gressingham duck breed in Belgium. Bring innovation and added value to a sector which is rather static for many years.

ResponseAppoint one partner in both retail as well as upmarket foodservice to sell the fresh duckunder a Gressingham branded proposition. Work closely with this customer on all elements of the 4P’s. Special attention is given to new product development and tailoredpromotions

ResultsGressingham duck was launched under its brand in retail at Delhaize and in foodservice atISPC. It is still dynamising the duck category.


Industry sector of Italian Olive oil producersCustomer 2013-2015

ObjectivesDevelopment and implementation of an EU co-financed three-year campaign to promote High Quality Extra Virgin Olive Oil in Belgium

ResponseGreen Seed Belgium identified the diverse targets and developed a broad campaign, addressing each target sector through specific channels. The campaign was kicked off with a press conference. A press office was set up to generate press releases, coordinate press adverts and produce presentation & information materials. Buyer meetings and workshops were organised to promote High Quality Extra Virgin Olive Oil among the Belgian trade, and in store promotional activities followed to attract new consumers.

ResultsAwareness for High Quality Extra Virgin Olive Oil was raised and amplified, with excellent coverage in the media (both consumer and trade) and a successful cooperation with the Belgian trade (retail, foodservice and industry), resulting in outstanding in store activities and new opportunities for High Quality Extra Virgin Olive Oil in Belgium.


Producer of fresh chilled soupsCustomer since 1990

ObjectivesHain Daniels has been supplying fresh soups to Belgium since 1990. In order to dynamise the chilled soup offering, a new brand was launched in 2013: Cully & Sully.

ResponseConvenience food is driven by innovation and quality. Delhaize, Hain Daniels retailcustomer in Belgium since day 1, wanted to upgrade its soup assortment. The new brand Cully & Sully was suggested as clear innovator to the soup segment : improved quality, new flavours and an attractive packaging did the work. New recipes are refreshing the offerevery season and original promotions keep the brand under the consumer’s attention.

Results6 new soups were launched with immediate success. Sales saw a massive uplift, a trend which still continues today.


Biscuits under the dietary brand WeightwatchersCustomer since 2004

ObjectivesWalkers Shortbread successfully launched WW cookies and biscuits in the British marketand wanted to achieve similar success in Belgium. Walkers entrusted Green Seed Belgiumto assess the market, establish the necessary licensing agreements and build a strongbusiness plan.

ResponseGSG Belgium established a relationship between Walkers and WW Benelux and agreed on the terms of the licensing agreement. Products were developed to meet the Belgianconsumers’ expectations and requirements and then presented to all national retailers. GSG Belgium continued to manage the range within the full WW licensing offer and maximize the promotional impact by establishing yearly integrated plans.

ResultsWeight Watchers cookies and biscuits now have national distribution through groceryretailers, drugstore chains, pharmacies, and duty-free stores. Since launching, sales have kept a positive growth. Also, the products now benefit from a substantial promotional plan at both ATL and BTL levels, such as TV campaigns, radio campaigns, events, direct mailing, and PR. Overall the range of products has improved and extended to meet the Belgianmarket expectations.


Federation of the Belgian Food and Drink IndustryCustomer since 2012

ObjectivesAssist Fevia in implementing their « Export Boost » campaign amongst their members.

ResponseGreen Seed Group was appointed by Fevia Flanders as their preferred partner in theirexport program. Flemish and Belgian companies have access to the knowhow and tradenetwork of all GSG offices. The local expertise assists companies in tackling export opportunities in the respective markets. GSB coordinates an intensive program of country seminars, market visit programs or individual B2B meetings, in close conjunction with the different offices.

ResultsGSB compiled the « Fevia, Guidelines for Exports », brought the GSG expertise in for seminars on France, Germany, UK, USA, The Netherlands, Australia, Spain, Italy, Denmark, Sweden, Switzerland, Austria, Portugal, Israel and China. In market visit trips the participating companies got an insight view in latest market trends and dynamics.


Export Organization Sud Tyrol (Italy)Customer since 2014

ObjectivesAssist EOS in helping their food and drink companies open up export markets.

ResponseGS Belgium was appointed by EOS as their preferred partner in food and drink in theirexport program. Food & drink companies from Sud Tyrol have access to the knowhow and trade network of GSB. GSB offers tailored advice, responding to the specific needs of the company. The project was kicked off by a workshop in Bolzano followed by international projects on a one-to-one basis.

ResultsGSB has assisted companies such as Kellerei Meran (wine from Alto Adige), MilchhofMeran (premium yoghurts under private label) in opening up the Belgian market.


The Israel Export and International Cooperation InstituteCustomer since 2014.

ObjectivesAssist IEICI in helping their food and drink companies open up export markets.

ResponseGS Belgium was appointed by IEICI as their preferred partner for the export program of their food and drink companies. GSB offers tailored advice, responding to the specificneeds of the company. The project was kicked off by a workshop in Tel Aviv followed by international projects on a one-to-one basis.

ResultsSeveral Israeli companies have called upon GSB for advice on developing a profitable and sustainable export business to Belgium.


PRIVATE LABEL

In Europe, private label is growing in importance and sophistication year after year. It represents an opportunity not to be overlooked and is worth billions of Euros to both retailers and manufacturers. It also represents great development opportunities to smaller scale specialist producers that do not have sufficient resources to support the cost of launching a brand in a new territory.

Private label development requires a very specific approach.

Green Seed’s business model is uniquely suited to assist both manufacturers and retailers in the development of exciting and innovative new private label product ranges.

Our strategic insight and understanding of local consumers, combined with our in-depth knowledge of local retailers allows us to facilitate the successful development and launch of a great number of private label products.

Green Seed Belgium has a strong track record of successful private brand roll-outs with all key multiples in Belgium and Luxembourg. From economy brand offers, over mainstream private label products to premium private brand ranges.These products can be found under the private brands Taste of Inspiration, Delhaize (Delhaize), Carrefour Sélection (Carrefour), Boni(Colruyt) and many more.


Below is a list of private label propositions we have developed on behalf of our clients:

YoghurtsEthnic chilled Ready mealsFresh smoothiesFresh soupsShortbread biscuitsCrispsFalafelGarlic breadBiscuits


Project since 1991. Registered and owned GSB brandwww.ladychef.be

ObjectivesTo create a national event in order to increase the attention and credibility for high quality brands and products related to the event.

ResponseIn order to build up credibility amongst consumers and the press, the quality image of the partner products needed to be endorsed by someone special. Green Seed Belgium created a competition to elect a well-respected feminine chef as an ambassador for these products using a completely new approach. Seeing the limited recognition of female chefs despite the important role women play as mothers in food education, we developed a concept emphasizing the female touch. By means of a press conference organized each year in the restaurant of the new Lady Chef, Green Seed Belgium created a platform for the selected chefs to meet the Belgian culinary, national and local press. Lady Chef of the Year is now a well-established culinary event in Belgium.

ResultsThe extremely rare recognition of female chefs was a bull’s eye. All culinary journalists as well as all female chefs were captivated by this new title in the gastronomical world. The success of the “Chaudfontaine Lady Chef of the Year” reflected values such as quality and reliability on all partners and brands involved. Huge media attention illustrates the undeniable result of this action. Each year the campaign results in media coverage with a media value over € 1.000.000. B2B and B2C events bring the projects to a target public. An original social media campaign keeps the Lady Chef under the attention all year round. The election of the Chaudfontaine Lady Chef of the Year was established in 1991 and up until today the event continues to expand.


http://www.ladychef.be/

Market leader in premium hand cooked chips Customer since ...

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