When we spoke to Fix & Fogg last year, the firm had just started focusing on its APAC expansion to countries such as Australia, the Philippines and Singapore, and has since set its sights on the United States peanut butter market as a way to ‘go big’.
“We wanted to go big, and the US is just that. Americans are known for their love of peanut butter, but most of it is the nasty palm-oil filled stuff,” Fix & Fogg Marketing and Export spokeswoman Lisa Pujper told FoodNavigator-Asia.
“We bring a better alternative and show people just how good real peanut butter can be – at this stage we’ve only brought over our peanut butter range and the classic Smooth Peanut Butter and Dark Chocolate Peanut Butter variants have been huge hits there.”
The firm elected to establish its own local production facility in the US last year when it belatedly discovered that there is an import quota in place for peanut butter from all countries, preventing it from scaling up or even having certainty over the amounts it could import in.
“Last year we discovered - much to our disappointment - that the peanut butter we’d been sending to the States could no longer enter the market without being slapped with a huge tariff,” said Pijper.
“It turns out America has an annual peanut butter quota whereby it only lets in a certain amount each year.”
The peanut butter quota encountered by Fix & Fogg is actually the product of a two-decade old proclamation signed in 1994 by then-President Bill Clinton as part of the Uruguay Round Agreement on U.S. Agricultural Commodities.
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July 22, 2020 at 09:18AM
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Smooth expansion: New Zealand nut butter firm takes local production route for US expansion to bypass quota challenges - FoodNavigator-Asia.com
"smooth" - Google News
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