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Joanna Plumb’s food business, Edible Ornamentals, has gone from strength to strength after market research provided through IGD helped convince her to make a small but significant change to her strategy.

This case study comes from IGD. IGD provides information, insight and research for the food and grocery industry including conferences with retailers, market research reports, workshops. Joanna started the business while she was at home looking after her young son.

“In 2010, Joanna attended an IGD’s ‘Sell more – waste less’ workshop at Newmarket to learn more about the idea of ‘value’ and how it drives shopper behaviour. In particular Joanna wanted to better understand which products to promote at her farm shop at Cherwood Nursery, Chawston in Bedfordshire. As well as the farm shop the nursery includes a greenhouse and a commercial kitchen where sauces and other gourmet chilli-based products are prepared.

“IGD prepared a shopper insight report for Joanna, using information from a Kent Business School survey:

 “The weekly sales for chilli sauces fluctuate over the year but it could be seen that sweet chilli sauce sales always peak during January, which coincides with the Chinese New Year.

 “Sales of chilli sauces overall had grown 10% in value over the last year, but volume sales remained unchanged. Shoppers had switched from sweet chilli sauces to normal chilli sauces.

 “People buying chilli sauces were also likely to buy other types of sauces, such as other oriental sauces and dipping sauces.”

“We know what we like, but when we’re developing new products to sell to the public, it’s important for us to know what the customer actually wants. Having accurate market information that has been properly researched can be invaluable to small companies like us so that we can add exciting new products to our range of sauces that people really will buy, and won’t just sit on the shelf,” says Joanna.

 Edible Ornamentals | www.edibleornamentals.co.uk

 IGD | www.igd.com

 Kent Business School | www.kent.ac.uk/kbs