PPB February 2019

| FEBRUARY 2019 | 37 GROW make wonderful presents.” Indeed, one of the conclusions of the Packaged Facts report was that infusing products with “gourmet” and “artisan” qualities heightens brand power and protects against commoditization. Year-round gifting appears to be on the rise as well, with corporate giving programs expanding their strategies to target not only the winter holidays but also work anniversaries and expressions of appreciation. “The key to a successful corporate gift- giving program is that when you give a gift, you’re giving an experience,” Riordan adds. “Giving recipients the best possible experience will boost the brand’s ROI and ensure that the gift and brand will be remembered long after the treats have been enjoyed.” Choosing The Right Food Gifts As the market for food gifts expands, so do the opportunities to reach this audience through promotional products. So, how can distributors best help clients select the right food gifts and the best packaging? “Ask how your client is planning on using the food gifts and the message that they are trying to communicate,” says Nicholas Santa, marketing coordinator for Freeport, New York- based supplier Chocolate Inn/Taylor & Grant/ Lanco. “Also ask if the food gift is for one person or to be shared by multiple recipients.” If gifts will be given to individuals, smaller packages are appropriate, Santa says. But when sending gifts to be shared in an office, make sure there is enough for everyone. Another important part of gift giving is packaging. “While chocolate packed in a corrugated carton may taste great, the same chocolate packed in an elegant gift box will make a much better presentation and will be more appreciated and better received by the recipient,” Riordan says. The price point is also an important consideration. “For year-round gifts, clients tend to select items with a retail value of less than $25,” Riordan says. “However, when it comes to holiday gifting, clients are more likely to choose gifts in the $25 to $250 price range.” Isaacson also advises distributors to ask the who, what and why of a gift order. “Ask who the gift is for, whether it be for an individual or a group, and what the gift is for to assist in providing options to suit the occasion, such as a company event, welcome roomdrop or loyalty program,” he says. “Lastly, asking why will help the distributor zero in on the purchaser’s intent for the gift, which will enable himor her to identify creative solutions that satisfy a specific need.” Focus On Food Safety Industry suppliers also say that food safety should be a priority when ordering food products from suppliers. “Before ordering promotional food items and gifts, remember that food safety is an important consideration,” Riordan says. “Choosing a company that follows FDA [Food and Drug Administration] guidelines is an absolute must to ensure the quality of the gifts you are sending.” Industry suppliers of food gifts are taking steps to ensure that high standards for food safety and quality control are maintained. “Gemline has always been known as a leader in product safety and quality—and we’re bringing that into the food business,” Isaacson says. “We are currently undergoing HACCP certification for food safety.” HACCP (Hazard Analysis and Critical Control Points) is a certification program created to identify and limit food safety risks by requiring adherence to internationally recognized standards. “Food safety and compliance are huge issues,” Santa says. “That is why we are one of the only food manufacturers in the industry that has utilized significant resources to get SQF certified. Safe Quality Food is recognized as the global standard for safety and quality in the food industry.” Similar in some ways to HACCP, the SQF certification is a food safety management system which is also accepted as an international standard of excellence. “By doing business with Chocolate Inn, distributors can tell their clients the products they sell are manufactured with the highest food safety and quality control standards,” Santa says.