Krocus Kozanis Products, established in 2007, is a joint venture between the Cooperative de Saffran of Kozani and the Greek skincare brand KORRES. The company takes its name from saffron (Krokos in Greek) and the area (Kozani in North Greece) this valuable spice is cultivated in. In addition to developing products based on the beneficial properties of saffron – the variety cultivated in Kozani is considered among the best in the world – the company is also set to promote Greek Red Saffron globally.
Driven by clinical studies on the spice’s efficacy, a dedicated Research & Development team is working on fully exploring saffron’s benefits. A first sample of this ongoing effort, is the Krocus Kozanis Herbal Tea Collection. This tea line with Greek Red Saffron is the company’s debut in the nutraceutical market. It is also a worldwide innovation, as this is the first time Greek Saffron is combined with various herbs to create premium taste blends that help establish the precious spice as an essential everyday nutrient.
Featuring seven blends, the Herbal Tea Collection with Greek Red Saffron is available in over 20 markets, including Greece, USA, Canada, UK, Russia, France, Switzerland, Australia, UAE, Qatar and Japan.
More at www.krocuskozanis.com
How has the common marketing strategy contributed to the dynamic position of Krocus Kozanis in the market?
Krocus Kozanis Products (KKP) is all about the “Gold of the Greek land”; a unique, globally recognized Greek product, the best saffron variety worldwide. Prior to its establishment, the Cooperative de Saffran faced the competitive pricing policy of other saffron producers, i.e. Spain, Italy or Iran, with sales volumes eventually dropping, discouraging the Greek Saffron growers’ community. KKP combined the world renowned product with the essential business know-how to drive growth. Its sound organisational structure and know-how led to innovative, added value Greek-Saffron-based products, combined with an integrated marketing plan that highly contributed to the education of consumers and retails alike, while re-positioning Greek Saffron internationally as a precious, everyday spice with clinically proven beneficial action.
What are the challenges in the cooperation with the local producers / agricultural businesses for the adoption of a common approach in marketing and market issues?
Krocus Kozanis Products aims to provide a prosperity framework for the Saffron growers’ community through income raise and securing production purchase. The company supports the local economy, representing about 1,000 families from 20 villages around Kozani. It invests on improving those areas that can drive growth, increase production in response to the rising demand, promote innovation and differentiation, both in terms of product development and design as well as targeted market penetration strategy. The prosperity of the company is linked to the prosperity of Saffron growers; it’s a mutually beneficial relationship.
How has the establishment of Protected Designation of Origin (PDO) for greek red saffron by the EU helped to increase the exports of the product?
The PDO stamp is yet another competitive feature of the product. Consumers are overwhelmed with product information and options, but are aware of ingredients to be avoided, look for analytic synthesis data, for products’ nutritional value, their origin, even details on the way ingredients are cultivated. The PDO stamp is a practical means of spotting really qualitative, added-value products.
Campagna Amica is the largest Italian network of Points of direct sales from the producer to the consumer. Member of Solidal purchase groups and Community Supported Agriculture, Campagna Amica is active with regard to farmers’ markets, farms’ shops, agricultural cooperatives, agricultural associations, companies in the 0 km circuit, agrotourism. Campagna Amica collects and promotes the Points where agricultural products supply is offered directly from producer to consumer.
More at www.campagnamica.it
What are the advantages of the brand Campagna Amica for the farmers to consolidate and find new market spaces?
The Campagna Amica brand allows to give customers guarantees on the origin of the food offered by branded farms, and knowledge on the food consumed. Farmers who choose to join the Campagna Amica project, using a distinctive brand for the Points of sales belonging to the Network, decide to deal directly with consumers, for transparency. The Points of sales of Campagna Amica become a place not only of trade between producer and consumer but also of meeting and exchange.
What is the farms feedback towards Campagna Amica Brand?
Quite positive! The statistic research Institute (IXE) shows that the satisfaction index of the producers, participating in our network of markets, is very high. Market research also indicates that farmers of the network improve their market position and have the opportunity to get in direct contact with consumers, having, thus, a direct insight on their preferences and expectations (transparency, safety, freshness, authenticity, convenience, ...).
How does Campagna Amica help increase the exports of products?
Campagna Amica holds a great interest in expanding visibility of its brand across international consumers. Abroad, “Italianity” is clearly perceived as a value but a lot of products sold as Italian are fake. The brand Campagna Amica contributes to guaranteeing the best of “Made in Italy” in the world by exporting an “image” with great success.
Farm "Veckūkuri" has developed a brand “Mans Piens (My Milk)”. The farm’s products come from raw milk and their exclusive product line contains no food additives or E substances. This milk is not pasteurised. The farm also produces yogurt from raw, freshly milked milk by adding yogurt bacteria after pasteurisation to only 42 degrees Celsius. This process ensures that good bacteria remain active, boost our health and support performance of our digestive system. The yogurt flavour variety is achieved by adding exclusively natural berries and fruits, Latvian rye bread and cereals. This high quality, unique and healthy products can be found in stores located in Vidzeme and Riga as well as sales networks all around Latvia.
More at www.mans-piens.lv/?langs=1758
What are the advantages of the brand “Mans Piens (My Milk)”?
We started production back in 2009 in order to promote the positive impact of fresh milk consumption. The brand name derives from the image of a cow addressing consumers directly saying “My Milk” as well as from the feeling that “if people are well fed, they are happy”. The “Mans Piens (My Milk)” brand guarantees customers the origin of the milk and yogurt. Farm “Veckūkuri” offers information on where and how milk they drink and yogurt they eat is being produced. Customers feel convinced that the product they purchase is completely local, natural, fresh and, therefore, tasty and healthy.
What is the feedback on “Mans Piens (My Milk)” brand and packaging?
The feedback is very positive, because it is very simple and natural as our products are. However, we received a lot of criticism at the beginning. But now even big milk processing companies in Latvia have started promoting their products with titles or brands including the word “My”.
I am proud that our packaging for milk - 1,0 litter PET bottle – received the “Best Packaging in Latvia, 2013” award by the Ministry of Environmental Protection and Regional Development of Republic of Latvia. The bottle was created in collaboration with "Gammaplasts" and it was especially designed to preserve quality of milk products, serve our customers and match farm ‘Veckūkuri” needs. This unique PET bottle has a large number of ergonomic features, i.e. the bottle:
What does “Mans Piens (My Milk)” think about the exports of products?
“Mans Piens (My Milk)” products are increasingly popular and consumption grows in Latvia rapidly. People prefer healthy and locally produced products, therefore we believe there is still free market niche available in Latvia and therefore we are not thinking about exporting yet.