Preamble
As the snacking market in Australia evolves, a significant shift is taking place towards “better-for-you” products. Consumers are increasingly seeking healthier snack options, with a marked preference for lower sugar, plant-based, and functional foods. This growing demand is reflected in the expansion of the better-for-you snacks category, which is expected to continue gaining momentum in the coming years. Reports indicate that the Australian market for healthier snacks is experiencing strong growth, with more shoppers opting for snacks that offer nutritional benefits such as higher protein, organic ingredients, and reduced sugar. According to Grand View Research the global better for you snacks market size was estimated at USD 47.04 billion in 2023 and is expected to grow at a CAGR of 7.6% from 2024 to 2030. Against this backdrop, Springhill Farm (SHF), led by Fiona Whatley, is focused on capitalising on these market trends. By refining its product offerings, optimising sales channels, and aligning with evolving consumer preferences, SHF aims to position itself at the forefront of this healthy snacking revolution.
Key Points
- Sales & Marketing Strategy: Fiona wanted greater clarity around her sales and marketing budget and sales structure. I helped her interview and choose a Fractional Chief Marketing Officer, implement new KPIs for the sales and marketing team and develop a feedback framework for the team on their development opportunities.
- USPs and Brand Positioning: Together, we identified the need to refine Springhill Farm’s Unique Selling Proposition, ensuring that the brand resonated with both consumers and key retailers.
- Retail & Distributor Partnerships: Fiona worked hard to strengthen already great relationships with Woolworths, Coles, and Bidfood to extend SPH’s reach.
- Product Launch Strategy: I helped Fiona create a structured approach for launching new products like Slice Busy Bodies and Boodles Clusters, considering a best practise market entry approach to garner attention and allocate the marketing spend to the most rewarding activities.
- Team Alignment & Motivation: Focused on aligning the team with new KPIs, using group incentives and feedback, Fiona ensured everyone was on board with the growth goals and the company continued to nurture its value system that’s rooted in community, health, education, agriculture, support of women and families.
Client Background and Goals
Fiona Whatley, the daughter of Springhill Farm’s founder, has built upon her mother’s legacy, transforming the business from a successful direct-to-consumer and foodservice operation into a diversified portfolio. Today, Springhill Farm spans retail, contract manufacturing, airports, catering, and accommodation sales channels.
Fast-tracking the growth of their in-house brands, Boodles and Slice, Fiona has achieved early success in the retail channel despite the complexities of creating high-quality food products. A key focus has been managing fluctuating costs, such as chocolate pricing, while driving innovation in the competitive and growing healthier snacks category.
Challenges and Initial Road Blocks
Springhill Farm experienced mixed performance, with notable changes in their contract manufacturing business during the Covid-19 pandemic. Key challenges included:
- Unit Sales Per Week (USPW): Fiona expressed concerns about retail channel performance. She recognised early the need for a clearer marketing and sales strategy—not only to secure shelf space with multiple facings but also to ensure sustained growth and longevity on the shelves.
- Team Management: As Springhill Farm transitioned from a small family business to a major player in the better-for-you snacking category, managing staff motivations and financial incentives was a key focus for Fiona.
- Market Positioning: The brand’s Unique Selling Proposition (USPs) was being refined to ensure any new brand work deeply resonated with target consumers in an increasingly competitive retail landscape.
- Profitability: Fluctuating chocolate prices and the complexities of balancing diverse sales channels highlighted the need for a robust margin management plan.
“I deeply understood how to make amazing product, but I wasn’t confident about what levers to push and pull, to manage the revenue and expenses to make a profitable business and now I do”
Strategic Approach and Consulting Process
Fiona started working with me to ensure a successful launch into retail, to understand what brand building aspects needed to be achieved beforehand and how to strategically manage her sales and marketing functions to excel as a branded producer of better-for-you snacks and be ready to take on the world! This was our multi-pronged approach:
- Sales and Marketing Strategy Development: Focused on enhancing Springhill Farm’s marketing expertise to build on their existing strong reputation as a producer of excellent better-for-you snacks in the DTC and foodservice channels.
- Improvement in Production and COGS: Made recommendations to improve production efficiency and reduce the cost of goods sold (COGS), especially for ingredients with fluctuating prices.
- Retail Distribution and Product Launch Strategy: Worked on strategic selling and account management plans for retailers and distributors to increase Springhill Farm’s reach. Developed a comprehensive launch strategy to enhance consumer engagement with the brand in the health aisle.
- Budget Management and Financial Clarity: Created separate budgets for sales/marketing and operations to provide accurate financial projections. Focused on marketing spend allocation to align with both brand awareness and retail engagement.
- Team Alignment and KPI Rollout: Fostered a culture of team buy-in, role clarity, and accountability to ensure everyone was aligned with growth goals and SHF’s mission.
Key Milestones and Progress
- Improved COGS: Springhill Farm made significant improvements to production planning, accounting for fluctuations in ingredient costs and managing margins across product lines.
- Established Sales and Marketing KPIs: Clear KPIs were developed for the sales and marketing teams, directly linking activities to measurable revenue targets and business objectives.
- Developed Retailer Launch Plan: Fiona led the creation of a comprehensive launch strategy, including pricing structures, marketing budget allocation, and a detailed Gantt chart for efficient project management.
- Enhanced Team Alignment: By fostering collaboration between sales and marketing, Fiona unified cross-functional teams to ensure cohesive brand representation and operational efficiency.
- Defined Product Launch Strategy: A strategic roadmap was developed for launching new products, detailing actionable steps to secure entry into major retail channels and achieve sustained growth.
Results and Future Outlook
By implementing these strategies, Fiona has laid a solid foundation for Springhill Farm’s growth. The transition to in-house production, strategic alignment of KPIs, and refined marketing and distribution approaches have already shown early signs of progress. The retailer launches and the company’s focus on retail and distributor partnerships will drive significant momentum for the brand. As Springhill Farm continues to refine its USPs, strengthen its team, and align efforts across all business units, it is well-positioned for sustained growth and profitability.
Conclusion
Fiona Whatley’s journey at Springhill Farm is a testament to the power of strategic alignment and a proactive approach to challenges. By improving internal processes, focusing on efficient product scaling, and driving clear marketing and sales KPIs, Fiona has positioned her business for long-term success in the highly competitive food sector. With clear objectives and an empowered team, Springhill Farm is on track to become a leading player in the industry.