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theNOWnewspaper Business2Business
British Columbia, Canada - Sept 2004
B.C. Appetite for Sausages Makes Langley firm cook
by Rita Alterio, Professional Writers Association of Canada
The West Coast is known for outdoor recreation, logging -- and sausage consumption. Agriculture Canada's study of consumer food buying trends in B.C.
may
well explain the reasons for sausage popularity in the Lower Mainland. B.C.
Shoppers are stressed with little time for meal planning, meal prep and
meal shopping. The "typical BC food shopper" is a working woman
with children -- 40% are women 19-54, with at least one child between the
ages of 1-18, and 70% work full time or part time. Within the constraints
of little time, shoppers also look for nutritious "home style"
meals. Convenient preparation and new meal ideas are in demand.Sausages are already quick and easy; Freybe Gourmet Foods focuses on healthy and varied sausage flavours to further appeal to consumers. Henning Freybe, President, notes that the Langley based company has very good relationships with retailers and therefore stays in touch with consumer needs. The retailers sell directly to consumers and relay important information on trends back to the sausage maker, so Freybe's is well aware of current shoppers desires for convenience, variety and nutrition.
The company caters to health conscious B.C. shoppers by reducing salt levels as well as making sausages which are gluten-free, lactose-free and MSG-free. Their website clearly informs consumers of the healthy nature of Freybe meat products. Recipes are also clearly featured on their website for B.C. shoppers stressed for time yet also wanting a home-style meal that is quick and convenient.
"The last three years have seen a 25% increase in sales," Freybe said. "Unfortunately, there is no one magic bullet to account for the increase."
Freybe speaks of a couple of factors that increased business. A new plant in Langley opened in 2001, and the high tech facility produces a wider assortment of products to meet the needs of consumers looking for something new. The popularity of the Atkins diet has also helped, with it's emphasis on low carbohydrates but high protein and fat. Exporting to the U.S., however, continues to be a challenge because of the many regulations.
The sausage business in the Lower Mainland is not an easy one, said Freybe. There is lots of competition and educated consumers are used to a good product.
One competitor is Fleetwood Sausage. Like Freybe, Fleetwood began as a local family run business. But unlike Freybe, which remains family owned and operated, Fleetwood was bought by Schneiders Corporation in 1992.
"Fleetwood is a strong regional brand anchored in Western Canada," said Rhonda Asbreuk, Marketing Communications Manager for Schneiders. "It stands for authenticity. Fleetwood Sausages are mainstream and traditional -- what Mom and Dad would have served."
The Western palette prefers a smokier sausage taste than Eastern Canada, said Asbreuk, and such preferences were successfully sorted out by Fleetwood since it's start in 1973 in Surrey. Other peculiarities of the Western Canadian market include selling sausages in bulk and popularity of a terriyaki pepperoni. By purchasing Fleetwood Sausage, Schneiders bought a brand with a 30 year reputation and knowledge of a distinct market.
Another distinct market is ostrich meat sausage. Bonnie Curtis of Goldwing Ostrich Products runs the day-to-day operations of a business which caters to a specialty niche. The organic farm in Aldergrove sells ostrich oils, steaks, eggs and sausages both from the farm and at summer markets such as the Ladner Village Market. Goldwing is one of the 20 or so ostrich producers to survive in B.C. since the initial popularity of ostrich farming about 11 years ago. They are a small operation, with 34 birds this year.
According to a 2001 Statistics Canada study of Food Consumption in Canada, British Columbians spent an average of $1.09 per week per household on sausages. The amount spent specifically on the specialty of Ostrich sausage is not listed.
Thanks to a competitive and healthy industry, many shoppers are happily munching on sausages produced by a range of local businesses.
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