11. STRENGTHS
• Profitable Market Trend
• No use of hybrid seed
• Perception: Luxury,
Gourmet, Quality
• Cause-based product
• Claims: Fresh Taste, Whole
Nuts
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12. STRENGTHS
• Health Angles
• Rich source of energy
• High in MUF
• Lowers cholesterol, risk of
heart disease, high blood
pressure
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13. STRENGTHS (OIL)
• High smoke point - Good
for frying
• Long shelf life
• Unique taste - “Butter”
• Extra virgin and cold pressed
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14. WEAKNESSES
• Lack of brand cohesion/ • Highestfat and caloric
uniformity between content per ounce
products
• No organic/fair trade label
• Lack of coherent packaging
from their desired • Nopositive association
positioning between Africa and nut
• Bulk only model (no national • No online presence
chains)
• Limited variety
• Perception as fatty nut or
candy
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15. OPPORTUNITIES
• Cooking oil: Comparatively low product
proliferation
{
• Creative packaging to it position and brand
image
Gourmet
Healthy
• Tell the story: exotic product from Swaziland
• Create healthy perception of nut: point to
assets
Social Cause
• Appeal to audience emotional needs, create
emotional connection (stories)
• Uniform label and branding for upscale
market
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16. THREATS
• Low retail visibility
• “Misconception” of nutrition facts
• Audience is educated. Why “Africa?”
• Nut: High product proliferation
• Healthier and cheaper alternatives
• Online nut stores
• Food industry tendency to cheap oils
• Austin Nuts
• “Fresh Out of Africa” is already a registered
Kenyan macadamia nut comany
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17. THE PROBLEM
• Perception problem
• Quality assurance issues
• Incoherent positioning
• Non-existent share of voice
• B2B Model
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19. OTHER OBSERVATIONS
• Price point - Cheaper for
nut/ higher for oil?
• Not planted in the US (the
locavore connection)
• Internal communication
• Production issues
Tuesday, March 5, 13
