Barossa Fine Foods rebrands for new interstate push

THE Knoll family is banking on family history and new-look branding to grow the interstate market for its award-winning Barossa Fine Foods business with a view to double its market turnover by 2022.

Barossa Fine Foods' Dieter Knoll, Alex Knoll and Andreas Knoll. Picture: Claudio Raschella.

THE Knoll family is banking on family history and new-look branding to grow the interstate market for its award-winning Barossa Fine Foods business with a view to double its market turnover by 2022.

More than a dozen family stories – from founder Franz Knoll’s “knee-slapper” romance with Barbara to her move into wurst-making from hairdressing – will be seen in short snippets and local artist illustrations on the clean, new packaging.

The newly packaged products will be seen in retail stores and through the 300-plus stockists from May.

While the business started with the first store at Adelaide Central Market in 1991, it traces its origins to 1924 in post World War I Germany when Franz’s great uncle, Andreas Knoll, first learnt to make viennas, knackwurst, salamis and other smallgoods in a Munich factory as a 15-year-old.

A new rebranded website and a fresh look for its 15 stores will be completed by October this year.

Business development manager Alex Knoll said the Barossa Fine Foods was generating 80 per cent of its annual $40 million turnover in SA.

“If we replicate what we have achieved in SA, our business has the ability to double in size in the next five years,” he said.

“We want to cement Barossa Fine Foods as a market leader and become a brand that is enjoyed by all Australians.”

Mr Knoll said interstate markets were “infinitely more competitive”.

“Added to that, the fact that we won’t have a parochial SA consumer around, (so) we need the right branding and packaging,” he said.

“What is good for our business is good for SA.”

Mr Knoll promised further investment in jobs at the production facility at Edinburgh North, which is managed by brother Dieter.

Barossa Fine Foods today employs more than 230 staff and has 600 product lines.

Chief executive Andreas Knoll said the rebrand was an important step forward.

“The jobs growth will come from increased sales teams within interstate markets,” he said. “If the sales growth target is realised they could see an additional 30 jobs being created at Edinburgh North.”

The rebranding will also drive the company’s push into Asia in due course.

Barossa Fine Foods is Australia’s most awarded smallgoods maker with more than 500 prestigious awards since 2010. In addition to the Barossa Fine Foods brand, the Knoll family also own the Standom smallgoods brand and operate the five retail stores, as well as Schulz Butchers products and store in Angaston.