Fijian condiments specialist Down to Earth is tapping into the United Kingdom market in an initial deal worth FJD$140,000.

Director, Sam Campbell shared that the company offered the first pallet on consignment to incentivise the new distributor, emphasising a collaborative approach to entering new markets.

The deal is expected to positively impact their company, with plans to engage supermarkets in the UK and an estimated value of $FJD140,000 for shipments to UK and boutique stores in Europe.

“The connection to International Trade Centre, Pacific Trade Invest Europe and Investment Fiji has been very beneficial during 2023,” Mr Campbell said.

He said events such as the Speciality & Fine Food Fair 2023 was a success for the business as they were able to secure a distribution deal with Hotheadz, the biggest website for chilli fanatics which holds the largest stocks of the widest range of speciality hot sauces in the UK.

“Hotheadz has restocked shops in the UK that were previously buying from our previous United States of America based distributor.

“By securing a UK based distributor we can lower the costs and distributor margins to try to enter new market places. We now have four UK stockists purchasing monthly,” he added.

This year, the company plans to attend the International Food & Drink (IFE) event with its distributor with the intent to access wholefood, and other high-end outlets.

BBC Good Food show 2023 and Fine Food Show 2023 were also platforms that provided great exposure to the business.

Campbell mentioned that the BCC Good Food Show was their first consumer outing as it provided invaluable insight into their target demographic.

The company also received excellent feedback throughout the show and had observed a spike in online sales during and after the event.

Mr Campbell said the Naturally Good Food Show Sydney 2023 was a great platform for the company to get exposure, as they were listed as finalists in Free From Food awards.

Investment Fiji chief executive officer Kamal Chetty lauded Down to Earth’s international expansion.

“Investment Fiji had connected Down to Earth Fiji with United Kingdom Trade Partnership (UKTP) Program Manager Jarmila Saarda and Trade Commissioner European Union, Jodie Stewart who had paid a visit to the company’s production facility in Pacific Harbor,” he said.  

“Through this interaction UKTP gave an opportunity to Down to Earth to participate at a trade show in UK which enabled them to secure a distributor for their products.”

The company also had the opportunity to participate in The Naturally Good Expo in Australia last year through Investment Fiji and the Fiji Consulate General & Trade Commission.

Looking ahead to 2024, Down to Earth is expected to participate in the Auckland Good Food Show and IFE 2024.