Episode 5: Building experience and safety into food is key to standing out

Amie Larter and Angeline Archariya sit down with Jessica Kelly, Product development manager at Ferndale Foods Australia, to discuss the challenges of driving demand and building customer loyalty in a crowded and competitive market. 

Transcript

Amie:

Welcome to Women Transforming Food, a monthly podcast brought to you by G100 and Inside FMCG, exploring the stories of inspiring women shaping the food industry. 

Today I'm joined by my co-host, G100 Mission Millions Angeline Achariya, Asia Pacific Chair of the Food Systems Innovation and Resilience Wing and Jessica Kelly, Product Development Manager at Ferndale Foods Australia. Welcome ladies.

Angeline:

Hello Amie, hi Jess, welcome.

Jess:

Hi, both. Thanks for having me.

Amie:

Jess, Ferndale Foods Australia is an awesome example of a local success story built on a foundation of innovation and agility in product development. This strategic approach has not only solidified the company's position in the domestic market, but has also, and rightfully so, on that global stage. Given your role in driving product innovation at Ferndale Foods, I'm eager, and I know Angeline is as well, to explore the core principles of your approach to product development.

How does product development contribute to the overall company's success?

Jess:

Yeah, well, thanks again for having me on. I'm really, really excited to talk to you both about this. We're super passionate about the product development space at Ferndale. And for us, that looks at both new product development, so bringing new items to market, but also looking at our current range and what we can do to continuously improve that and really build, I guess, resilience in all of those products that we already have, which is sort of household name. So certainly critical to the growth that we need and we aspire to over time.

We really sort of see product development as, I guess, the connection broker within the organization. So we try to bring together all of the elements across the supply chain. So from consumer all the way into the factory and then from the factory all the way back out to the consumer. So really trying to be the link and the go-between for those elements of the supply chain.

While it's certainly not always easy, but you know, the product team within our business has a really essential role in advocating for putting the product at the center of what we do and making sure that we're facilitating the right conversations about both the systems and the thinking models that we need to keep innovating across every segment of the business. Certainly at the heart of what we do, we're trying to build brands that bring trusted moments to life for our shoppers especially when you're not a staple item like bread or milk, as product creators in the convenience segment, really trade in creating positive moments for shoppers in their day, which that's what keeps bringing them back. So when they have a positive experience, they've got a story to tell, they'll keep coming back and become repeat shoppers for us. So, it's certainly why I get really passionate talking about product quality as well, because it's the foundation of our hierarchy across the business. So making sure that food is safe and trusted means we keep them coming back as return shoppers.

Angeline:

Jess, you mentioned the importance of creating those moments for customers by putting the product at the center. I love that. And especially, know, that linkages product developers, we all play across the chain. Could you elaborate on how you go about doing this?

Jess:

Yeah, for sure. So certainly, every, every brand in our business, we try to make sure that we we put consumer moments at the heart of those. So, you know, as an example, our JILA mints products really around creating moments of confidence for individuals. So think about grabbing a packet of JILA mints before perhaps a job interview, or you might be going on a date. You know, mints are, you know, might seem like a simple thing, but they're really about creating that moment for moment for consumers.

Similarly with our So Soft Marshmallow range, we're really around creating moments of joy. So if you think about moments by the fire with your family or perhaps cooking in the kitchen, we really, we see that every brand has an important part to play in creating those moments. So we get a lot of joy out of hearing shoppers share what those moments are for them. As an example, when we get notes and letters from shoppers who perhaps have tried a marshmallow for the first time, because our particular style of marshmallow gives them a different sensory experience. So perhaps they've never really been able to enjoy a traditional marshmallow because the dust gets in the way. 

But with our dustless marshmallows, you know, they get a different experience. And so hopefully that, you know, unlocks a new option for them. So yeah, really, really passionate about creating those moments. And we think that's what makes, you know, lifelong brand partnerships.

Amie:

And we've all had those moments, I think, we were catching up before this podcast, I was talking about how I just had marshmallows ubered to the house to have by the fire. So I love that, because it is something you remember, Jess, isn't it?

Jess:

Yeah, for sure. think especially confectionery, that nostalgic experience and positive memories for shoppers is really, you know, something that's really important and makes brands last for longer.

Amie:

Love it. So congratulations on the recent launch of the new protein snack bar range called Team Nutrition. It's in is it Woolworths nationally? Yep.

Jess:

Yep, that's right. Yep. Just, just launched.

Amie:

Congratulations. Can you tell us about the journey of creating this protein snack bar range and why it's so meaningful to you guys?

Jess:

Yeah, for sure. So thanks so much for the support. We're really excited. And personally, for me, it's a super exciting time and proud time for me and the amazing team behind the range. So this is the first opportunity I've had as a product developer to go from brand conception all the way through to commercial launch. 

So really exciting to be part of shaping what that looks like for shoppers. And, you know, when you're when you're making tiny little concepts on on your desk all the way up to seeing it land on shelf, it's a, it's a really exciting process that we're really proud to see come to life. So certainly we're sort of trying to make the best of the new facility that there's been some fantastic investment in. And since commissioning that facility, we've been looking at ways to create new value for shoppers and bars being a really super popular element of the snacking sort of landscape in Australia and globally, with our technology skills and connections, we knew that we could bring something amazing to the major market. 

And we're excited by the first step that we've taken on that journey. You know, we certainly spend, I guess you'd almost say an inordinate amount of time in retail spaces. So we're always in the supermarket, testing current offers, speaking to current consumers, understanding shoppers who aren't already in categories that we want to play in. 

So, understanding what's what's getting in the way of them shopping that category. So some of the more common feedback we received for this particular segment was around price, as well as product experience. know, protein bars have a bit of a history of poor texture and flavor experiences, which have scared certain shoppers off and certainly very, you know, dominated with, with intense sweeteners that can sort of leave a bit of a bad aftertaste. So with the team nutrition range, we really wanted to solve some of those, those common problems and we think we've we think we've done a good job. And the initial feedback so far is really positive, which, you again, for a product developer, when you when you hear people enjoying your product, it's it's such a highlight of the day. Certainly, we're trying to bring new consumers into the category. And, you know, with good quality, complete protein sources, a variety of dietary fiber sources, you know, we're really trying to hit those essential needs for consumers across the lifecycle. 

So not just gym goers or high performance individuals, but moms and dads and professionals and tradies, we want to welcome new shoppers into that protein segment, so…

Amie:

I think I might fit into that as well Jess, by the way.

 Jess:

With the brand, yeah, for sure. For sure. You know, really trying to make something that's enjoyable and you're happy to snack on throughout the day and that feeling of being part of a team, no matter what, you know, the size or shape or look or feel of that team is, that's, you know, the connection and welcoming nature of the brand that we wanted to create. So.

It wasn't necessarily, you know, a pro sports offer. It's really about being a down to earth fuel alternative for people during their day.

Amie:

Nice, I'm glad it's been well received.

Jess:

Yeah, definitely. you know, it's, it's early days where we've only been on shelf, you know, we're just the start of November. So we're really excited by, by the interest and engagement with the brand already. And, you know, when you're, when your friends and family give you positive feedback, it's, it's nice, but once you start getting strangers' feedback, it's even better.

Amie:

I can imagine.

Angeline:

I'm sure I cannot wait to try it. It's going to be on, it's on my list, so I have to go and get it. But I love the whole permissible snacking space because I'm notorious for a snack. And yeah, if it can be a little bit better for me, then that's better in terms of eating it. So, just, given the increasing consumer focus on health and sustainability, how does Ferndale Foods balance these demands with a need for innovative and exciting products?

What are you seeing as some of the challenges and opportunities in doing this?

Jess:

Yeah, absolutely right. You know, consumers are more more alert to the health and sustainability impacts of what they're choosing in their trolley and they vote with their wallets at the end of the day. so being a brand that shoppers can trust to deliver on those expectations is really important to us. But certainly we see health and sustainability both as really dynamic and rapidly evolving expectations. So certainly we see a lot of polarization and you know, change in that space, which is hard to keep up with. And consumers have an increasingly personalised expectation of products. And so everyone's looking for products that can take very specific needs for them and their particular diet. you know, given the challenge of traditional development cycles, sometimes by the time you meet that need, the market's moved on. 

And so for us, we try and make sure that when we get to market with speed, that's really important. So if there's a trend or an interest that the consumers are on, we want to be on that as well. But also making sure that we're looking at the macro trends. So what's going to get broad interest and broad engagement and longevity? We're not interested in launching a brand or a product for less than 12 months. Everyone knows that the effort that goes in. So we certainly don't want to be in and out within a cycle.

So, making sure that we're meeting the needs of macro groups rather than micro subgroups. You know, there's an expectation we can't be everything to everyone and no product will be able to tick every box. So for us, we really have a mentality, I guess, where we we try and tick as many boxes as possible, but we make sure that in ticking those boxes, a consumer experience remains at the center. Because sometimes when you're trying to tick every single box within a brief, you end up suffering with that consumer experience. so again, longevity isn't there if the consumer experience is not at the center.

Angeline:

And I love how you articulate that consumer experience, putting the product at the center as well and making sure, you know, there's obviously great trade-offs that we all make for a number of reasons, but coming back down to what actually is that consumer experience, I think sometimes, you know, it pays heed to remember that along that journey of product development.

Jess:

Yeah, absolutely. And I think, you know, certainly protein is a macronutrient trend that we're interested in, and we want to offer new consumer products in that space. We also see certainly gut health as a growing trend that we're interested in being a part of, but we can see that sometimes there's a lag in macro health trends and the consumer understanding of what that actually is. you know, certainly things like the difference between a prebiotic, a probiotic, and more recently a postbiotic.

It's a really exciting technology space from a health perspective, but getting consumers to understand that difference is part of the challenge. as a brand, we see an important part to play in helping consumers understand those benefits that we're trying to offer as well.

Amie:

That makes sense. Now, Jess, you're a strong advocate for career advancement within the food industry and an experienced mentor as well. What advice would you offer to individuals who are either starting out or contemplating a career in this sector?

Jess:

Yeah, I think, you know, I get really passionate and excited talking about the food industry. I guess it's what I'm part of every day, but certainly something that I think there's a great opportunity for for up and coming professionals to get involved in. I think the most critical skill set and mindset overall for success in this industry, but also more broadly, is curiosity, you know, that's we need young people coming through our sort of education system to really understand that that's the skill set that we need them to be refining. 

And anyone who I've seen experience success in this space is really demonstrating that curiosity skill set that is so important, given the dynamic nature of the global environment that we're working within, the complex, rapidly changing regulatory environment, the expectations, the challenges that we're trying to meet.

If we get stuck in a fear of change, then we get left behind. so really embracing those curiosity skill sets is so critical to unlocking new opportunities in the space. And I was fortunate to sort of find the work of Brené Brown fairly early in my career. And that's been a really helpful, you know, set of research and tools that have unlocked that curiosity skill set for me as a young professional.

Angeline:

And I can vouch you definitely are curious than the time that I've known you and the kinds of questions that you ask. But I also know that you're also passionate about our food systems innovation and the essential role it plays in our lives and feeding us all, right? So what future trends do you see shaping the industry, Jess? How can we build a more sustainable and inclusive future?

Jess:

Yeah, absolutely. You know, it's, it's always been a really strong foundation of everything I've done that, that safe and nutritious food for everyone should be a fundamental right. And there's a lot of challenges to achieving that, you know, in terms of both access, the types of products that we're making, how we can make them sustainably long-term. I think certainly there's some, some trends of, of digital influence that are both challenges and opportunities. 

So you know, there's, there's a rapidly evolving landscape of how consumers engage with brands, how consumers engage with trends. And so how quickly then that trend cycle changes. But certainly, I think there's a bit of a challenge and a threat emerging, particularly with an anti-science sort of rhetoric online, which is certainly something that we need to be alert to and aware of in trying to mitigate against because certainly it's got real real risks for food safety and availability of products

Angeline:

Is that the TikTok sciences?

Jess:

Yeah, yeah, a little, little bit of TikTok science and, know, certainly, globally governments are being increasingly influenced by that. And so making sure, that we're, that we're trying to squash fearful messaging because it spreads much faster than, positive messaging. Making sure that the shoppers aren't misled by, some really, you know, damaging, anti-science messaging, which is actually, you know, very counterintuitive to what is, you know, in general, a very well regulated industry. And so we want to make sure that that remains the case. We want shoppers to have reliable information and not fear mongering information. So certainly for me, that means that education continues to be that most important tool so that our education system is really capturing those key critical thinking skills.

And foundational food safety knowledge from the beginning of a person's life so that they're less prone to being misled by information that's out there that might sort of sway them in one way or another. Because yeah, definitely, education is really the foundation of how we can help people really think critically about some of the misinformation that they might be being fed and to challenge test some of those ideas that might be.

You know, there's some subliminal messaging, which is concerning that we don't want to take root.

Angeline:

I think you've really summarised that well, know, the hype versus what's the facts and how do we enable that? And I do certainly see you playing a very strong voice in that. So thank you for doing what you do.    

Amie:

Thank you Jess and thank you Angeline if you have enjoyed today's podcast, subscribe to Women Transforming Food for more inspiring stories.