georgia olive farms case study
TRANSCRIPT
Retail Olive Oil Case Study
Georgia Olive Farms
TimForrest.com
When the Shaw family decided to get into olive oil retailing in 2009, they had little experience in the consumer product business. They were successful and talented farmers with a dream of getting into the retail business, something that was completely new to them. They needed someone with an all-round expertise in marketing, branding and distribution.
Introduction
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Someone who has a great track record of delivering both the big perspective tasks (like marketing, branding, distribution) and the smaller building blocks (like labelling, UPC codes and FDA rules), and skillfully piecing them all together. They wanted to shorten the learning curve and avoid the big mistakes that new entrants can’t afford to make.
Introduction
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Shaw Brothers Get Their Task List Cut Out
They identified their top goals:
1. Finding their core olive oil consumers
2. Creating a differentiated product
3. Creating a brand design that demonstrates the
superior quality of the oil. “We had to prove
ourselves to other growers and consumers”, says
Jason. TimForrest.com
Tim assisted favorable media exposure from Esquire Magazine, Food Channel, The Wall Street Journal, The Huffington Post, The Washington Post, Food Network, The Olive Oil Times, Garden and Gun Magazine.
Success Planned for and Executed Professionally
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Georgia Olive Farms, with Tim’s help,
achieved:
● Two successful olive oil products -
Arbequina Extra Virgin Olive Oil and
the Chef’s Blend Extra Virgin Oil
● Brand acceptance by core market,
resulting in significant cash flow in
a market untainted by competition;
What Success Tastes Like
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● Fast growth without dealing with many of
the issues and problems associated with
going in the wrong direction; and
● Strong public exposure.
What Success Tastes Like
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“It gave you a peace of mind of having Tim to back me up. He
stops what he’s doing when you need him.”
Jason says, “we've already met our short-term goals, and now
we are working on our long-term goals. Tim has been a key to
our success. I hope to continue to keep working with Tim as
long as we do this.” Georgia Olive Farms, with Tim's guidance,
completes our projects on time and on budget.
Jason Shaw’s Feedback:
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Jason Shaw’s Feedback:
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“Oh heck ya, I've recommended Tim and will
continue to do so. We couldn't have done it
without him.”
Jason Shaw’s Recommendation:
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"I'm crazy about Georgia
Olive Farms olive oil
because it's green, bright,
fruity and from my home
state." - Alton Brown
Alton Brown’s Feedback:
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For more information please contact:
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