Kus Market - Toolbox

This programme has been funded with
support from the European Commission
Practical tools and techniques to
help you market, sell and distribute
your new culinary product or service.
KUS KUS Market Toolbox

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This programme has been funded with support from the European Commission. The author
is solely responsible for this publication (communication) and the Commission accepts no
responsibility for any use that may be made of the information contained therein.
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Insights into the Market for
Artisan Foods in Europe
Powerful Marketing Tools
Sales Techniques and Strategies
Distribution Routes to Market
WHAT’S
INSIDE....
5 key ingredients
your need to help
make your culinary
business taste
success...
Engaging with Public Authorities
and Regional Food Opportunities

BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
1. Insights into the Market for
Artisan Foods in Europe

Introduction – What is Artisan Food?
Artisan foods are products created with a greater focus
on the uniqueness of each ingredient, offering freshness,
novelty and a sense of being close to the producer.
“Artisan” is a term used to describe food produced by
non-industrialised methods, often handed down through
generations but now, is sometimes in danger of being
lost. Tastes and processes are allowed to develop slowly
and naturally, rather than curtailed for mass-production.
The Artisan Food movement is focused on providing farm
to fork type foods with locally sourced products that
benefit the consumer, small scale growers and producers,
and the local economy. It is a popular and growing
market in Europe driven by consumer tastes and trends.
IN THIS SECTION
• FOOD
PROVENANCE
• HERITAGE
COOKING
• RETURN OF THE
SMALLHOLDER
• WORLD CUISINE
• ARTISAN FOOD
IN FOCUS

Heritage cooking means embracing and
highlighting a culture through food. They are
typically historic family recipes that have been
passed down from generation to generation.
For some, they’re made-from-scratch recipes that
use simple, wholesome ingredients and traditional,
old-fashioned techniques and tools. They are
recipes rich in both flavor and history.
And it’s a way of cooking that’s expected to trend
throughout 2021 and beyond.
HERITAGE COOKING

Heritage cooking will help us
find comfort in connecting with
our roots and give us big warm
hugs from our tummy in 2021
- Shirley Chung, Author Chinese Heritage Cooking
From My American Kitchen

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Isn’t that nice? :)
*** PLEASE DELETE THIS INSTRUCTION SLIDE BEFORE PRESENTING FINAL PRESENTATION ***
New and innovative approached to heritage
foods like Dromod Boxty (Ireland) are trending
and emerging across Europe
EXAMPLE HERITAGE FOOD FROM IRELAND
https://tasteleitrim.com/leitrim-home-of-boxty/

Food provenance means knowing where food was
grown, caught or raised; knowing how food was
produced and knowing how food was transported
When we talk about Local Food Provenance, we are
talking about people, place and small
scale. Consumers identify local with being able to
link the product/brand back to a particular person
and often location. UNESCO recognises a wealth of
food and drink-related traditions, which are included
in the Representative List of the Intangible Cultural
Heritage of Humanity.
FOOD PROVENANCE

• The Mediterranean Diet, Mediterranean Region
• Turkish Coffee Culture and Tradition, Turkey
• Neapolitan Pizzaiuolo, Italy
• Beer Culture, Belgium
• Gastronomic meal of the French
• Gingerbread craft from Northern Croatia
• Winegrowers’ Festival in Vevey, Switzerland
CULINARY TRADITIONS
RECOGNISED by UNESCO (excerpt)

“
”
Let food be thy medicine and
medicine be thy food.
― Hippocrates

More recently, a growing interest and demand for
home-grown and (usually) organic produce has seen
in return to smallholding.
Gardens once kept for aesthetics or leisure are once
again becoming productive kitchen gardens where
fresh herbs, vegetable and fruits are grown.
Quite often they are also used for small scale poultry
or bee keeping.
And sometimes, the savvier smallholders cane make a
modest wage selling excess or supplementary yields
through farmer’s markets or local restaurants.
RETURN OF THE SMALLHOLDER

Using foods from your country of origin can
be an excellent source of a new food business
idea.
Often established as street food businesses,
street food is one of the most vibrant and
fast-growing sectors in Europe, building on
consumer interest in high quality, artisan
food and the rising number of farmers’
markets, outdoor festivals and public events.
Start up costs are relatively low.
Visit our Street food project www.sfofy.eu to
learn more.
WORLD CUISINE

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International flavours and world cuisine at the Sligo
Farmers Market (Ireland) - Syria, India, France and
Malta

Typical French foods rely heavily on local
products. Fresh apples, berries, haricot
verts, leeks, mushrooms, various squash,
and stone fruits are among the most
commonly used products.
Poultry, beef, lamb, and veal are readily
available year-round; game meat is
especially popular and abundant during the
hunting season that runs from early
autumn to February.
No matter the location, France has an
abundance of artisanal cheese and wine.
ARTISAN FOOD IN FOCUS:
FRANCE

The Portuguese love good food and this
simple joy permeates all aspects of life. The
food in Portugal is made with simple
ingredients that are impeccably prepared.
The flavors are fresh and wholesome.
Furthermore, the local wines and beverages
are of excellent quality and very diverse.
Portuguese dishes across the country -fish,
meat, olive oil, bread, tomato, herbs, and
spices.
READ - 10 Most Popular Portuguese Dishes
You Want To Enjoy (authenticfoodquest.com)
PORTUGAL

With regard to Artisan Food in Germany,
there is a movement towards people not
only want to "consume" food, but
"experience“ it.
For consumers, this begins with shopping at
the weekly market, on the farm, at the
bakery, butcher or in delicatessen shops,
where they can talk, smell, taste or capture
the atmosphere of the production site.
And it extends to participation in baking,
sausage and cheese workshops, where they
can become active themselves.
GERMANY

Ireland has enjoyed a rebirth in interest in
artisan food production in the last two
decades and a new value placed on
traditional and hand-crafted foods.
In restaurants, blood puddings, pigs’ trotters,
boxty and other traditional foodstuffs
confidently sit side by side with other
offerings. Farmers’ markets, farm gate selling
and farm shops have flourished around the
country.
IRELAND

2. Powerful Marketing Tools

Introduction to Marketing
You are your most powerful marketing tool.
Marketing is everything you do to place your product
or service in the hands of potential customers. It is a
process to create interest amongst potential
customers in your culinary products and/or services.
A good marketing plan can boost sales and is
important to consider from the start as you embark
on your new food business journey.
In this section, we introduce you to some key
marketing concepts and tools you already/will soon
possess that can help you get your culinary business
off to a good start.
POWERFUL MARKETING TOOLS IN
THIS SECTION
1. YOU
2. YOUR BRAND
3. YOUR STORY
4. YOUR PRODUCT
OR SERVICE
5. YOUR USP
6. YOUR
CUSTOMERS

MARKETING TOOL 1: YOU
One of the most important marketing lessons to learn
is that is that people buy from people they know, like
and trust. A simple statement but it explains why YOU
are your best marketing tool.
So how can you build trust, help people get to know
you and trust you? It's relatively easy recipe. You need
some key ingredients you, your personality, your story,
your products/service and most importantly a
willingness to do whatever it takes to make your
business a success.
The process? Make them feel like they are in your
kitchen cooking with you, learning from you, laughing
with you.

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A number of years ago, Chef Sham started creating and sharing
cooking videos showing people how to use his sauces to cook
restaurant quality meals at home...
www.chefshamsauces.com

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Chef Sham is now a TV chef with a regular spot on the Six O'Clock
Show, Ireland www.instagram.com/sham__hanifa

MARKETING TOOL 2: YOUR BRAND
Your brand is your promise to your customers – a
promise of quality, of consistency, of usability, of
durability – all the things that help make your product
or service special in the minds of your customers.
Culinary branding is so important , it is a marketing
activity or process that delivers, communicates or
exchanges information about food that is important to
the consumer.
Your brand should make an emotional connection
with the consumer and stay in their memory. This is
where marketing tool 3 comes in – your story. We love
this description from NY Brand Lab – your brand is ‘a
pulse, a presence, and purpose.’
www.facebook.com/TheSweetBeat

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Zeroliq is Germany’s first Alcohol-free
bar, their name is their brand message
and ethos – zero liquor!
www.zeroliq.com

MARKETING TOOL 3: YOUR STORY
In the context of marketing, your story is a blend of
how you came to be, what you’re passionate about
(e.g. healthy food from your region), your business
culture (e.g. the ethics behind your business –
environmental etc), how your product make people’s
lives better and why your product is worth noticing.
Good brands often have human traits that your targets
might identify with. Most importantly they have a
strong emotional context. You want your customer
targets to think ‘he/she is like me’ or ‘that’s how I
think’.
When telling your story ask yourself these three simple
questions - Why do you do what you do? How are you
different? Why do you matter?

Location, location, location is at the heart of the story of the
Misunderstood Heron, a unique Food Truck cafe located along the
Wild Atlantic Way and the shores of the majestic Killary Fjord in
Connemara Co. Galway
WATCH:- https://youtu.be/6rQ6q_oIZ4k

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www.misunderstoodheron.com/aboutus

“
”
To me, food is as much about the
moment, the occasion, the location and
the company as it is about the taste.
- Heston Blumenthal

MARKETING TOOL 4: YOUR FOOD
PRODUCT or SERVICE
In food product marketing, the aim is to fulfil the
needs and wants of your target market. The process is
aimed at finding out the right market for your product
in such a way that it gets a really positive customer
response.
A service is an act of performing something for
someone in exchange for adequate consideration.
E.g. cooking private meals in their homes.

MARKETING TOOL 5: YOUR USP
USP stands for unique selling proposition. It is a term
that used to explain what makes your food
business unique compared to others.
Why is knowing your USP important? If you cannot
pinpoint, explain or highlight what makes your food
product unique from your competitors, it will make
your marketing efforts harder.
You need to know and understand what sets you and
your food business idea apart and most importantly
you need to communicate to customers so that they
know too!

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Jinny's Bakery (Ireland) use their USP in a very strong way as seen
here on their packaging - "RESTAURANT STYLE BREAD YOU CAN
MAKE AT HOME"

MARKETING TOOL 6: YOUR
CUSTOMERS
Your customers are one of your most valuable
marketing assets. Building life-long relationships with
your customers is what will make your food business
last. Putting some real care into your customers
relationships will help your customers to become brand
loyal.
When someone is loyal to a brand, it means when faced
with a decision between you and your
competition, they pick you every time. Brand loyal
customers are also more likely to introduce their family,
friends and contacts to become new customers?
So, give your customers relationships some thought –
what can you do to encourage them to be brand loyal
to your food business?

3. Sales Techniques and Strategies

Introduction
Sales is the process of convincing someone to buy
from your business. Strong sales techniques are vital
to driving business revenue and growth.
Quite often sales involves some level of interpersonal
interaction that persuades a potential customer to
become an actual customer. Most of the time, your
potential customers come to you or find you as a
result of your marketing efforts.
In this section of our toolkit, we introduce 5 simple
but proven sales strategies and techniques you can
implement in your new food business.
SALES TECHNIQUES and
STRATEGIES IN THIS SECTION
1. LOYALTY
PROGRAMMES
2. UP-SELLING and
CROSS SELLING
3. CUSTOMER
REVIEWS
4. DISCOUNTS/
PROMOTIONS
5. PSYCHOLOGICAL
PRICING

SALES TECHNIQUE 1: LOYALTY
PROGRAMME
Food businesses (coffee shops in particular) create
more sales through their regulars as compared to new
customers. When they visit your restaurant, try to
recognize them, what they previously ordered, what
reviews they gave. Small actions like this will make
them feel needed and valued and more likely to
return again and again!
But even more effective is an incentive to return and
this is where a loyalty programme comes in.
By offering them their tenth coffee free or 5 lunch
free, you will give your customers an incentive to
return.

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In 2019, Baker Boys - a cafe, deli,
and bakery based in Sligo town
(Ireland) launched a BREAD
LOYALTY Card that is still running
to great effect! www.bakerboys.ie

SALES TECHNIQUE 2: UP SELLING
and CROSS SELLING
Upselling is a sales technique where you invite
your customer to purchase more expensive items,
upgrades, or other add-ons to generate more revenue.
An example of upselling is when you ask your
customer if they want to "go large" on
their coffee. This is an up-sell.
Cross-selling is the process of selling to
existing customers. Cross selling is the process
of selling a different product or service to a customer
to increase the value of a sale. For example, when a
restaurant employee asking if you want fries with your
burger. This is a cross-sell.

SALES TECHNIQUE 3: CUSTOMER
REVIEWS
Customer Reviews are almost as trusted as personal
recommendations, and social proof is still the gold
standard when it comes to driving sales.
No matter how convincing your sales pitch, people
simply trust the word of other satisfied customers
more than your own descriptions of your product or
service and its benefits.

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In January 2021, Sweet Beat Café Sligo used customer reviews from their New Year's Eve
Meal Kits (which were a sellout success) to promote their Valentines Meal Kits on
Facebook.
www.facebook.com/TheSweetBeat

SALES TECHNIQUE 4:
DISCOUNTS/PROMOTIONS
Discounting (or running promotions with discounts) is
one way to drive sales, but it is expensive for you.
When you are planning to use this sales strategy there
are some key questions you need to ask yourself.
Are you doing it because you want to gain new
customers or are you looking to engage existing ones?
Do you want to lure in people who haven’t bought
from you in a while?
Are you looking to get rid of excess stock?
These are just some of the questions you should
answer when crafting your offers.

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www.facebook.com/EalaBhanSligo
Eala Bhan Restaurant offers the best
in fine dining, specialising in local
seasonal produce in gorgeous
surroundings in Sligo Town (Ireland).
An early bird menu is a great way for
a restaurant to attract customers
during times that usually are
considered quiet by setting up a
special menu, usually at a reduced
price menu, and often a more limited
menu selection.
Early bird discounts are often a
favourite with price-sensitive
customers such as families and
seniors or ritired people.

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Eala Bhan Restaurant also does a r
range of offer sand discounts really
well. Unable to open for Valentines
Day 2021, they created a special
Valetine’s Day Voucher Offer instead.
www.facebook.com/EalaBhanSligo

SALES TECHNIQUE 3:
PSYCHOLOGICAL PRICING
Psychological pricing is based on the theory that certain
prices have a bigger psychological impact on
consumers than others. Some pricing strategies are:
1. 'Charm pricing': the price end in ".99" e.g €5.99
2. 'Prestige' pricing involves round figures – eg €20
3. 'Buy one, get one free' sees customers pay the full
price for one product or service to get another for free
4. Comparative pricing involves making one product's
price much more attractive than the other
5: Highlight the price drop - when you share the "was"
price and the "now" price you show customers that
they are getting a bargain

4. Distribution Routes to Market

ROUTES TO MARKET
• FOOD/FARMERS
MARKETS
• STREET FOOD
• CATERING SERVICES
• SUBSCRIPTION SALES
• ONLINE SALES/HOME
DELIVERY
• RETAIL and
DISTRIBUTION
• CO-OPERATIVE SALES
INTRODUCTION
Your route to market is how you will get your product in
front of your customers. Here are some questions to
help you get started with this process, ask yourself:
• Are you selling a food product or a service?
• Where are you primarily targeting your product or
service – locally, regionally, nationally or
internationally?
• Do your customers have to be actively persuaded to
buy your product or do they need to buy it anyway?
There is no right or wrong answer here – different
routes to market will suit different kinds of products and
services. Let’s take a look at some common routes.

DISTRIBUTION ROUTE 1: FOOD
/FARMERS MARKETS
Food or Farmers Markets are a great opportunity for
local food producers and entrepreneurs to tell their
story and to understand what captures
consumers’ interest – what consumers regard
as authentic and unique and what would encourage
them to purchase on a regular basis.
Farmers’ markets are often a vital, low-cost route to
market in the start-up phase and beyond. They have
become a new route of market for many food
producers and entrepreneurs who have had to close
their regular businesses (cafes/restaurants) due to
Covid19 restrictions.

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FARMERS MARKET offers a new route to market for An Caife
Bia – Slainte (Ireland) who used to have a thriving café but
now due to COVID restrictions, they sell at their local farmers
markets www.facebook.com/ancafebiaslainte

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In Portugal too, we see many chefs and restaurants such as Tombalobos
Restaurante creating new projects and selling at Farmers Markets
www.facebook.com/Tombalobos.Restaurante.Alentejano

DISTRIBUTION ROUTE 2: STREET
FOOD
Street food is one of the most vibrant and fast growing
sectors in European economies, building on consumer
interest in high quality, artisan food and the rising
number of farmers’ markets, outdoor festivals and
public events.
‘Street food’ is artisan food sold on the streets, or
more accurately, not served from restaurants or
café’s.
The street food revolution is in full swing and has
grown massively over the last 10 years.
Despite this growth, new types of foods and modern
twists on old classics are still emerging. This means
there is still room for new ideals for people wanting to
start out in this industry.

DISTRIBUTION ROUTE 3: CATERING
SERVICES
Catering refers to a service that delivers food to a
client's location, and may also cook and serve it on site.
Options range from full-service caterers that cook,
deliver, set up and serve at an event to mobile or
industrial caterers.
Catering services can also be offered to corporates &
organizations, whereby you prepare and serve the food
daily to company employees, or at corporate seminars
& training events, business conference catering etc.
Social event catering also has a big market, you can
offer your catering services at music events & concerts,
social parties like birthdays etc.

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In 2020, Sligo Global Kitchen Chefs created the innovative
socially distanced Dine with Chef experiences which involved
a different chef each week inviting 3 guests to share a meal
at their table www.facebook.com/foodsies

DISTRIBUTION ROUTE 4:
SUBSCRIPTION SALES
COVID19 has led to the rebirth of the subscription
boxes, people are loving them and sales for them are
booming!
Why do people love them? Once a consumer gets a
taste of the convenience and joy of receiving monthly
packages, they get hooked. But why? A 2018 study by
McKinsey & Company broke down the subscription
box companies into three categories: replenishment,
curation, and access.
Simple put – subscription boxes offer something new
and exciting in a convenient way each month!

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Ireland’s Artisan Pantry offers a subscription box and ships some of Ireland’s
best artisan food around the world www. irelandsartisanpantry.com

DISTRIBUTION ROUTE 5: ONLINE
SALES/HOME DELIVERY
The impact of digitisation on the food world cannot be
underestimated. By 2023 it is expected that the online
groceries market will see a 66 % turnover growth in
Europe, reaching 47 billion euros.
To date, few European retailers have given consumers a
compelling reason to switch to the web. But for the
customer, the convenience of shopping for food online
is alluring.
While retailers have been slow to embrace ecommerce,
many small food entrepreneurs and food companies
are leading the way and have even based their whole
business model around online sales and home delivery.

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Drop Chef (Ireland) delivers tailored healthy meal kits with
measured, locally sourced ingredients to households throughout
Ireland. Customers sign up for a subscription on www. dropchef.com

DISTRIBUTION ROUTE 6: RETAIL and
DISTRIBUTION
Selling your goods through a retail distribution
channel is one option for reaching customers and
prospects efficiently.
If you have a small number of customers, you can deal
with them directly, but if you are expanding your
operations, you may find it difficult to reach a larger,
more widespread customer base.
This is where a distributor comes in. A distributor acts
as the middleman between consumers and
manufacturers.

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The #GrowWithAldi programme aims to find the very best local Irish
suppliers. Family run, Bally Goats Cheese are 1 of 35 new Irish suppliers to
Aldi - www.aldi.ie/grow

DISTRIBUTION ROUTE 7:
FOOD CO-OPERATIVE
A food cooperative or food co-op is a food
distribution outlet organized as a cooperative, rather
than a private or public company.
This cooperative provides a sales outlet for the
products supplied to it by members and patrons. A
typical example of a cooperative is that of a farm
cooperative.
In this example, a farm sells livestock and crops on an
ongoing basis through a cooperative who looks after
the marketing and sales of products to third parties.

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Market Swarmer (Germany) creates regional
networks of producers and consumers. Their
objectives are direct access to regional food for
all and fair pay for the people who make
it. Market swarmers are part of the social
movement for sustainable agriculture and fairer
economic action.
www.marktschwaermer.de

5. Engaging with Public Authorities
- Regional Food Opportunities

Introduction
Across Europe, public authorities and local
government councils work in partnership with local
communities and organisations – including the public,
voluntary, community and private sectors – to develop
a vision for their local area, working collaboratively to
improve services and quality of life for citizens. Their
work see them play an active role in the development
of their regions industry, business, social, arts, heritage
and cultural affairs.
For public authorities a healthy, thriving food sector is
critically important to the fabric of society and for this
reason, we can see this group involved in a huge array
or projects and programmes that you as a food
entrepreneur can engage with.
IN THIS SECTION
REGIONAL FOOD CHAINS
REGIONAL FOOD
TOURISM AND EVENTS
FUNDING
OTHER OPPORTUNITIES

REGIONAL FOOD CHAINS
In recent years, consumers’ awareness regarding food
production has increased, leading to a growing focus
on shorter food supply chains and regional or local
food systems in Europe.
At a European level, efforts to make the EU food
system more robust and resilient to future crises like
Covid-19 and more recurrent natural disasters such as
floods or droughts are being encouraged.
At regional and local level, many best practice
initiatives are underway that may be of interest to
budding new food entrepreneurs.

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Dublin Food Chain is a collaborative initiative of Local Enterprise Offices in the
Dublin area, and supported by Bord Bia. The Dublin Food Chain is part of an
ongoing effort to harness the power of the 'collective', in order to ensure that
Co. Dublin's unique food heritage benefits from the attention it deserves.
Dublin Food Chain involves the delivery of crucial food training and food
marketing initiatives for local consumers, trade buyers and food producers -
www.dublinfoodchain.ie

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The Nouvelle-Aquitaine Region and
the Nouvelle-Aquitaine Food Agency
(AANA), in partnership with the
Chambers of Agriculture and the
Chambers of Trades and Crafts have
launched a digital “Solidarity”
platform to connect producers and
consumers in the region.
www.plateforme.produits-locaux-nouvelle-aquitaine.fr/

REGIONAL FOOD TOURISM AND
EVENTS
Food tourism is any tourism experience in which one
learns about, appreciates, and/or consumes food and
drink that reflects the local, regional or national
cuisine, heritage and culture.
Across Europe, food tourism is helping to increase
rural revenue sources and improve income levels and
employment of local labour (especially women).
At a regional and local level, public authorities and
local government councils play an active role in the
promotion of regional and local food tourism
initiative and events.

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In 2013, the Mediterranean Diet was considered World Intangible Heritage by UNESCO.
Each year in the city of Tavira the Mediterranean Diet Fair takes place which celebrates
the Mediterranean diet, the diversity of products from the land and sea, a celebration
between cultures and generations and also a gathering and transmission of know-how.

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Taste Leitrim, a compelling food & drink tour of County Leitrim. Meet 110+ food & drink
champions & great places to eat. Get to know the know the wonderful chefs, producers,
food entrepreneurs, distillers and baristas of County Leitrim. Brought to you by Leitrim
County Council in conjunction with The Food Hub in Drumshanbo. www.tasteleitrim.com

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Inspired by the cities’ famous bacon industry, the Limerick
‘Pigtown Culture and Food Series’ (Ireland) was developed
by Limerick Food Group and supported by Limerick City &
County Council. The series focuses on Limerick’s unique
heritage as a way to showcase the great food available
locally, rooted in food heritage – www.pigtown.ie

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The Ministry of Agriculture (Portugal) 'Alimente quem o Alimenta' (“Feed who feeds
you”) platform brings producers and consumers closer together by supporting the
consumption of national products and short food supply chains.
www.alimentequemoalimenta.pt

FUNDING FOR FOOD INITIATIVES
AND LOCAL FOOD BUSINESSES
Across Europe, public authorities and local
government councils work in partnership with local
communities and organisations.
In Ireland, Local Enterprise Offices offer a range of
financial supports designed to assist with the
establishment and/or growth of businesses
employing up to ten people.
Bord Bia (Irish Food Board) provides a number of key
financial supports to Irish food businesses including a
Marketing Assistance Grant.
Public authorities and local government councils are
also implementing partners of the European LEADER
programme.

ICONS WHICH CAN BE
USED WITHIN THE
KUS KUS
POWERPOINT
width and style.
LEADER Food Initiative, Ireland 2021 will support new and existing artisan, micro and
small food producers with a maximum funding of €200,000 per project to include
market development, competitiveness, innovation, renovation and extension of
production facilities, and purchasing processing equipment. www.gov.ie

This programme has been funded with
support from the European Commission
CONNECT WITH US AND LEARN MORE ON:
www.facebook.com/KusKusProject
www.kuskusproject.eu

Kus Market - Toolbox

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