From 11 to 12 September 2023, the iconic London Olympia exhibition building came alive, playing host to the Speciality Fine Foods Fair (SFFF). At the heart of this vibrant event were five unique Pacific Island businesses, handpicked for the ITC’s UKTP (United Kingdom Trade Partnerships Programme) and supported by Pacific Trade Invest (PTI) Europe. As they unveiled their diverse range of products, independent retailers, eager for fresh innovations, found the Olympia’s grandeur to be the perfect stage for discovery.
The five Pacific businesses on display included Fiji's Down to Earth, Fiji Ginger, and Renadi Red Shoots; Frangipani Foods from Papua New Guinea; and Wilex from Samoa. All Pacific business brought forth an impressive array of products, including those made from ginger, turmeric, and chilli from Fiji; to noni from Samoa; and galip nuts from Papua New Guinea.
PTI Europe Trade Commissioner, Jodie Stewart, commented on the exceptional dedication and adaptability of Pacific entrepreneurs at the SFFF.
“Creating these retail-ready items to world-class standards is a feat in itself, especially when considering the challenges tied to packaging, labelling, certification and the logistics of accessing a far-off market. Their resilience and fervour, even against the trials of jet lag, epitomised the true spirit of entrepreneurship.
“Given the preferences of these independent retailers, there’s a strong focus on sourcing unique products, but ordering in smaller quantities at a time. This market tendency underscores the crucial role distributors play in connecting Pacific producers with the wider UK market.”
Down to Earth, one of the Pacific businesses in attendance, introduced their ‘Fiji Fire’ range of sauces. Crafted with care in their manufacturing plant just outside of Suva, Fiji, each jar is a unique blend, bursting with bongo chillis and other local exotic ingredients.
Co-owners Sam Campbell and Gauthier Mescam, seasoned in global distribution, know too well the intricacies of introducing their sauces to discerning consumers and the competitive grocery store aisles.
“The primary challenge for us was navigating the distribution maze, a journey that led us to partner with a distributor attuned to chilli sauces. This tenacity paid off, mirroring the success of two other Pacific ventures that also secured distribution deals during the Fair’s lead-up and event,” Campbell shared.
Reflecting on their stint at the London SFFF, Campbell emphasised its value.
“Participating in the Speciality Fine Foods Fair in London marked a pivotal moment for us. Our enthusiasm about our UK debut, and further expansion into the EU, is mounting. Having our Production Manager, Saimoni Rokotunidau Tuiekubu, on board and witnessing direct feedback from retailers was transformative. It reinforced our notion that British tastebuds indeed appreciate the distinct kick of bongo chilli. Roko is now eager to drive new product innovations back in Fiji, and we’re set on partnering with PTI Europe for our next growth stage in this arena.”
For Pacific food brands, the road to success is often fraught with challenges. However, with an apt product-market fit, bolstered by determination and ingenuity, companies such as Down to Earth serve as testament to what can be achieved.
PTI Europe remains steadfast in championing these hardworking enterprises and expresses deep gratitude to UK Aid for their invaluable support, enabling Pacific businesses to be part of this momentous occasion.
For more insights into Pacific products in the European market, reach out to PTI Europe Trade Commissioner, Jodie Stewart, at jodie@pacifictradeinvest.com.
