Indeed, Martin Wathes says he's already convinced not only foreign exporters but even some UK manufacturers who are looking to the company for help in building a brand. And the group will be using Food & Drink Expo 2002 as a key way to raise its profile."Exhibitions like this give retailers the opportunity to try a product and are a good showcase for our full product range." John Lusty prides itself on having good relationships with all suppliers which it aims to develop over a long period. Wathes believes this is key to importing success. Wathes says he tries to get suppliers as heavily involved as possible. That way the company can educate its partners about the market. "The days have gone where you can just put a product on the shelf and leave it." Cambridge-based John Lusty is made up of three sector-focused companies: Trustin Unimerchants, which provides branded and own label products to supermarkets and caterers; The Foodfinders, which sells branded goods to wholesale, cash and carries and independents; and Ryne Confectionery, which supplies the impulse sector and confectionery wholesalers. It supplies about 200 products to the multiples from 20 key suppliers through Trustin Unimerchants and another 800-1,000 products ­ often service lines from a number of different companies ­ through The Foodfinders. Most of its business is branded groceries, however 30% is own label products such as pasta, olives, lemon juice and jam. And it's no small operation ­ there's 200,000 sq ft of ambient warehouse space in Ely with an additional chilled warehouse in Bromsgrove through Express Distribution. The firm now has a £70m turnover with 69% of business coming from the multiples. Some of the international brands represented include Playtex, Hershey, Motts, So Good and Iceland Spring. Particular brand development success stories are: Sanpellegrino sparkling water ­ one of the top 20 fastest growing soft drinks, which grew 35% last year; Belgian chocolate brand Duc d'O, which has seen 122% more truffle sales over the last 12 months with the group; Spanish olive producer Camacho and Gaea of Greece, which have increased listings and market share; and biscuit brand Oreo, which saw sales rise 59% last year. The company is especially proud of its work with Bonne Maman jam which it helped turn into a £10m brand. The long-standing partnership means the two firms are so close that Bonne Maman now has staff working at the Trustin office. Otto Przybyla, md of Bonne Maman producer Andros, has worked with Trustin for 17 years and says it's vital to have experienced partners in foreign markets who have good knowledge of the market. "The UK market is very special ­ you can't compare it with any other as it has particular distribution operations." He warns other would-be importers that consumers will expect their product to be better than that produced in the country. "You need the famous USP. You also need a checklist of everything needed in the market that a multiple buyer will demand. Only when you've ticked everything off the list can you start." John Lusty does consumer research and makes sure it's on top of current market trends before working with an exporter on its marketing push. "We're no different than if we were manufacturing the product," insists Wathes. He believes that all global brands need sales and marketing companies. "The manufacturers need to think internationally but plan specifically for the local market. We enable them to do just that." But John Lusty doesn't just wait to be contacted by companies, it looks for gaps in the market or pursues opportunities; it recently saw a new product ­ avocado oil ­ exhibiting at Anuga and signed a contract with the firm. Wathes adds: "The world is getting smaller which means you have to be smarter and more creative in searching for brands that can reach turnover of up to say, £5m. We won't bring in a branded proposition that's me too'." l Food & Drink Expo, organised by William Reed, publisher of The Grocer, is at the Birmingham NEC from March 17-20. {{FEATURES }}

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