One Of NZ’s Largest Asian Food Fusion Makers To Double Production Volumes

One
of NZ’s largest Asian food manufacturers is set to double
its production volumes as it launches new lines and moves to
a multi-channel distribution model.

The move comes as
the company, which was behind the launch of the world’s
first hangi steamed buns, a Maori and Asian fusion food
innovation that sold out nationwide, has developed a new
dumpling range designed for air fryers and traditional
ovens.

Dr Amy Sevao, Old
Country Food CEO, says the company has doubled the size
of its manufacturing facility as it scales up production to
cater for growing demand in the domestic market and export
interest in its products.

Dr Sevao says the
company produces over 2.1 million steamed buns and 12
million dumplings annually. It has significantly increased
its market share, and has grown at a rate of 21% over the
last 12 months, despite a challenging economic climate for
many food producers.

She says this growth rate is
partly attributed to the company’s strategic decision to
focus on supplying larger supermarket chains, the
significant cost efficiencies from moving to the new factory
and streamlining operations.

“Currently, our
products are available in all New World and Pak’nSave
stores in the North Island and selected Foodstuffs South
Island supermarkets. We also supply localised grocery chains
like Farro, Fresh Worlds, Fruit World and selected Asian
supermarkets across the country.

“We believe there
is an innovation gap in the frozen ready-to-eat meals
section in that market and we are well placed to fill it,”
she says.

Dr Sevao says they are looking to grow the
domestic market and believes their new air fryer dumpling
has the potential to disrupt the frozen meals section,
having performed well above targets in Farro
Supermarkets.

“The air fryer edition dumplings are a
category first, offering a freshly cooked, convenient twist
on the traditional steamed or pan-fried varieties. We
developed this range to help novice cooks find an easier way
to cook Asian fusion foods but it also opens up the frozen
snack and dessert category for us.

“The global
market for air fryer products is growing rapidly as
consumers look towards more health-conscious food
preparation methods. Air fryers are designed to help reduce
oil consumption and improve the nutritional value of
food.

“The unique pastry, developed over nine months
of meticulous research and development, is designed to seal
in the goodness of the authentic Asian filling as it cooks,
and deliver a satisfying crunch. Cooking regular dumplings
in the air fryer results in a cracker-like pastry that is
dry and tasteless – our innovation results in a flavourful
laminated pastry that kids and adults love.

“While
initially launching with savoury flavours such as chicken
and corn, and the traditional favourite, pork prawn and
chives, the new production technique will also allow us to
develop a dessert range,” she says.

Old Country Food
has also launched a direct-to-consumer factory shop at its
new 800sqm North Shore manufacturing site, giving customers
access to products and flavours not yet available in
supermarkets and a ‘kitchen door’ channel to support new
product development.

Dr Sevao says the initiative
responds to shifting consumer behaviour as more New
Zealanders seek value and variety by shopping across
multiple outlets rather than relying on a single retail
source.

“The factory shop allows us to showcase
limited-edition flavours straight off our innovation
line.

“It also gives customers a more interactive
experience where they can share feedback or even suggest new
flavours they’d like to see developed.

“The new
model allows us to cost-effectively test market our products
on a much larger scale, which accelerates the NPD process
and as well as market insights we can use to support our
sales channel.

“We are known as the company that
comes up with new, exciting and delicious ways to enjoy
traditional Asian food for the modern consumer, and
strategically aligning our business to facilitate continuous
innovation is important for us to maintain and grow our
position in the market,” she
says.

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