Dear partners, friends and interested readers,
In Switzerland as elsewhere, creative diversity in the baked-goods sector nowadays is little short of overwhelming, both in artisanal bakeries and in supermarkets. As if the huge choice alone was not enough, the difficulty of the decision to buy is often further compounded by a conflict of interests. Eating, naturally, should always be an enjoyable experience, but today's discerning consumers demand good healthy nutritional value as well. By no means does this have to be a contradiction, however, as I have seen for myself.
On my first trip to Africa for RONDO I learned an important lesson while visiting a customer. Broadway Bakery Ltd. is one of Kenya's longest established and best known bread-makers. Right now the company is running a healthy-eating campaign to raise awareness of excessive sugar consumption, even though an added sprinkling of the sweet white crystals can generally make products taste extra-good. However, the company has a clever marketing strategy in place to turn what people might see as abstaining from sugar into a true consumer benefit. "#BeSugarSmart" is the title of the Broadway Bakery campaign. It even calls for completely sugar-free days occasionally. The campaign is going viral on the internet in Kenya. Although the Western world still holds that, in Africa, the principal objective must be to provide sufficient food for the population, it would seem that this has become an outdated misconception. Not only in Kenya, resourceful and responsible business people are associating their commercial success with the health and well-being of their customers – in my opinion an inspiring development that could be emulated in other countries.
You can find out more about this new RONDO customer and other ongoing developments in this issue of the newsletter. Enjoy your reading.
Sales Director Export