Exports case study: Joe & Seph's Popcorn

Joe & Seph's are a family business from London with a mission to produce the best-tasting popcorn in the world, and were awarded FDF Exporter of the Year in 2016.

Export has been a key part of their sales strategy since launching in 2010, and they now export to over 20 countries around the World. In 2015, export accounted for 21% of total sales, and they forecast this figure to reach 30% by 2018 as they continue to invest alongside the demand for premium popcorn increasing internationally as it has in the UK.

The majority of their sales come from Europe, notably in France where they are stocked in 200 Monoprix stores, as well as Germany, Spain and Scandinavian countries among others.

Their popcorn is also sold in the Middle East, Asia and Australasia and even the “home of popcorn”, the USA!

Key to their success with export has been their strategic approach, in terms of appointing the best distribution partners, to selecting the appropriate products, flavours and formats for each market based on local consumer tastes, as well as using resources from bodies such as FDF, FDEA and UKTI.

Following the EU-referendum in 2016, Joe & Seph's have seen some positive uplift in export sales. In France for example, the weaker pound has resulted in a lower RRP which has increased sales. Likewise, it has also helped open new markets that were previously prohibitively expensive to export to (due to higher shipping costs and distributor margins), such as Iceland where they launched in to 8 Hag Kaup stores, which is forecast to drive significant incremental revenue for the business.

Going forward, Joe & Seph's will continue to break in to new markets outside of Europe, with key new listings imminent in Canada, Australia and New Zealand.

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