Barossa Fine Foods growing the pie
A rebrand and the acquisition of the Angelakis Seafoods business, Barossa Fine Foods is ready for exciting growth ahead, says chief executive Andreas Knoll.
A rebrand and the acquisition of the Angelakis Seafoods business, Barossa Fine Foods is ready for exciting growth ahead, says chief executive Andreas Knoll.
What has been the one major highlight for the business in the past 12
months?
The total rebrand of the Barossa Fine Foods company and products, including new packaging. We wanted to roll out a fresh identity and product packaging — featuring back stories that celebrate our history and the characters who shaped it — as we prepare for rapid national expansion in key eastern seaboard states, as well as Asia. It’s been a way for us to share some lighthearted stories about the business, while respecting family traditions and artisan production methods. This also means we can appeal to a new generation of customers. Barossa Fine Foods also remains one of only a handful of smallgoods businesses which are still family-owned — a fact we are very proud of to this day.
Can you identify one major challenge for the business?
We see expansion into the eastern states — NSW, Queensland and Victoria — as our biggest challenge. It’s more about the mindset of companies in the eastern states and helping them become comfortable with buying products from SA. We believe the fact that we are a progressive, innovative and forward-thinking business, where tradition remains sacrosanct, means we are a shining example of a thriving 21st Century enterprise. Our focus on sourcing as many local ingredients as we can is another key selling point and our long and proud history is something other companies respond well to. I am among the fourth generation of family members working for Barossa Fine Foods and that heritage is a key part of our branding.
Is there any exciting product/project you are working on?
We have recently acquired Angelakis Bros. Seafood which is another legendary SA business. The integration of the two companies — both of which will continue trading under their current names — is our most important project right now and this includes integration of systems, staff and products. The acquisition means Barossa Fine Foods’ staff numbers have grown from 230 to 315 and annual revenue is forecast to jump from $40 million to $70 million.
Buying Angelakis means Barossa Fine Foods will also be able to diversify its offering and move into direct food service which is trade with restaurants, hotels and retailers. Direct food service accounted for 45 per cent of Angelakis’ sales in 2017. Like us, Angelakis has a rich history and the acquisition brings together two of SA’s most recognised food brands. We both share a great reputation for quality and consistency.
Do you have any expansion plans currently underway or planned for
the next 12 months?
With the recent acquisition of Angelakis and the rebranding, our expansion is already underway. We are now mainly looking at our products and how we can better service our customers. The acquisition of Angelakis will also help us solidify relationships with all major SA and national retailers, including Woolworths and Coles. Barossa Fine Foods also recently merged its Nuriootpa outlet with its Schulz Butchers shop in Angaston, creating a state-of-the-art mega store. There, customers can buy Barossa Fine Foods goods, Schulz Butchers’ products and Angelakis’ seafood in the one location. As with all our brands, we are focused on moving with the times and offering our customers greater convenience, while providing increased opportunities for our employees.
What is your opinion of the state of the food industry in SA?
I think the state of the food industry in SA is very strong and there are some great regional products and companies. On the back of the wine industry, we have developed a following for many of our regions. Our seafood industry is incredibly well set up and harvesting some of the best seafood in the world. The future looks bright, weather permitting.