PPB March 2018

In January, supplier Gemline (PPAI 113948) announced its expansion into the specialty food category under the brand name Gourmet Expressions. The initiative will result in a broad range of gourmet gifts, some of which will be bundled with Gemline’s most popular totes, coolers and drinkware. Gourmet Expressions made its debut at this year’s PPAI Expo, with the introductory line of products shipping this month. Sheila Shechtman, vice president of specialty foods at Gemline, explains why the decision to expand into food was a piece of cake. PPB: What sparked the idea to expand Gemline’s product offerings to specialty foods? Shechtman: I have been in the gourmet food and gifting industry for over 37 years, most recently as founder and CEO of supplier company Gifted Expressions, which specialized in food gifts. I sold the company two years ago and decided to expand my horizons to a larger organization that could scale very rapidly. I knew that food gifting was potent as an enhancement to promotional products as well as a stand-alone venture. I talked to a number of large suppliers, and Gemline came to the top of my list, offering the synergies of its product lines with a food category. It was a perfect fit. I am a food merchant who is passionate about finding the finest products that taste delicious, are produced in safety-certified factories and offer great value. Foods can look good or have nice packaging, but that is not what food merchandising is all about. Gemline understands that very important perspective. PPB: How will this new offering affect Gemline’s overall strategy? Shechtman: The overall strategy is the same– providing products that are best in quality and value with superior customer service, innovation and exclusivity. Offering a differentiated line of foods with unique and “keepsake” gift packaging enhances the existing product lines and offers one-stop shopping for distributors. Great tasting foods compliment any gift or marketing initiative, since they invite sharing, emit emotion and create impact—long after the food is consumed. We want to make satisfying the needs of distributors as easy as possible and present solutions that are not available in the current marketplace. PPB: What are your product development goals? Shechtman: There are two distinct opportunities provided by Gourmet Expressions by Gemline: 1. A line of superior quality sweet and savory treats, from cookies to chocolates and other confections, to nuts and snacks. Our foods require no refrigeration, are intended for “shared consumption” and offer a long shelf life. 2. A line of bundled logo food gifts that utilize Gemline’s high-quality coolers, totes, journals and bags as the container or brand enhancement. PPB: What advice would you give to other businesses that are considering expansion into a different but complimentary product category? Shechtman: Do your research and make sure the necessary resources and infrastructure can be put in place. For example, Gemline has built out a factory within their 175,000-square- foot plant for the food confecting division, which is currently undergoing HACCP certification that ensures safety, cleanliness and traceability for all products. Most importantly, it is critical that you share a similar mission with whomever you partner with. PPB: What were your expectations for the debut of Gourmet Expressions at this year’s Expo? Shechtman: By launching at Expo, the idea was to host a “soft opening” to generate industry excitement with a modest line of both food gifts and bundled logo solutions. Our robust launch will take place in September, with additional selections in both categories, delicious and fun bakery SKUs and artisan chocolates. Terry Ramsay is associate editor of PPB. GemlineThinks Outside the Box—Or The Bag— To Expand Into A New Product Category At Expo Sheila Shechtman It’s time to break up with your phone charger. New for 2018, the CloudCharge QI Wireless Charging Pad quickly charges a wide range of mobile devices without the need to plug anything in. Simply place your QI-enabled device on the pad, and it instantly charges—even through most cases. Hirsch Gift / PPAI 221823 / www.hirschgift.com 38 | MARCH 2018 | GROW Bes t Of Expo