Industry: Food and Beverage | Focus: Vegan, Allergen-friendly Desserts

Project Duration: August 2022 - September 2023

Background

Plant-Based Wholesale Desserts, a leader in wholefood wholesale, specialises in vegan desserts catering to various dietary needs. Their range, particularly cupcake-sized cakes, targets individuals with allergies, perfect for diverse establishments, from cafes to convention centres.

Challenge

Our primary focus was to effectively reach out to a targeted database acquired through exhibitions. the company’s objective was to introduce their unique product to a wider market, including hotels, event centres, and various hospitality establishments, emphasising the product’s suitability for display cabinets.

Engagement

SJA Consultants was initially engaged for a 3-month contract. This was re-signed for the project's duration of 12 months. The task was to pitch the company’s products to trade show attendees and follow up with the obtained leads. The project included post-trade show follow-ups, sample distribution, and nurturing prospective clients.

Strategy & Execution

SJA Consultants, leveraging Sarah’s extensive background in hotels, recognised a unique opportunity. With the post-Covid challenges, such as limited kitchen staff (Pastry Chefs specifically), the plant-based desserts offered a one-stop solution for large event catering. This insight led to a focused strategy to address these pain points.

Targeted Follow-up: Utilising trade show databases, we offered samples to potential clients, tailoring our approach to address the specific needs of restaurants, cafes, hotels and event centres.

Market Research: Identified that over 20% of event attendees had dietary restrictions, underscoring the market demand for plant-based products, we positioned our client as a versatile solution.

Broadening the Market: Insights into the hotel industry's operational challenges post-COVID led to tapping into new markets, including aged care, schools, and specifically hotel banquet teams looking for efficient catering solutions.

Securing Key Clients: The strategy successfully attracted major clients such as casinos, convention centres, major sporting venues, zoos, and prominent hotels.

Results

Our client’s offerings were exceptionally well-received, addressing a critical market need for allergen-friendly options.

Achieved exponential growth, penetrating diverse market segments.

Notable conversions included cafe owners purchasing new display cabinets specifically for the products, distribution agreements with Australia's largest distributors like Bid Food, and presentation opportunities with large organisations such as AVEO and Accor.

Generated over $60k in revenue with opportunities in 120+ outlets.

Challenges and Resolutions

The project encountered an unexpected challenge: rapid growth led to supply and staffing issues, highlighting the need for scalable operations. Our client decided to pause the project to calibrate and continue delivering exceptional service to both their burgeoning client base and loyal smaller customers.

In Summary

This project is a testament to SJA Consultants' ability to understand and fulfil client vision through market insight and strategic adaptation. The success story of our client isn’t merely about market penetration but about creating inclusive solutions in event catering.

Testimonial

“We've been fortunate to work alongside Sarah from SJA Consultants, and we're grateful for her ongoing dedication and support for our gourmet food business. Sarah's tenacity and determination have been instrumental in helping us pursue important accounts. Beyond her professional approach, Sarah's warm and friendly personality has made working together a truly enjoyable experience. We genuinely appreciate Sarah's contributions to our business and happily recommend her services.”