Shaw Brothers Get Their Task List Cut Out
"Biggest challenge is that we were starting from nothing”, says Jason Shaw. Olives had not been grown here in over 200 years. They had set their eyes on growing their domain beyond farming, and into building a successful consumer brand of olive oil.
They identified their top goals:
finding core consumers
don’t create an undifferentiated product
creating branding design that demonstrates the superior quality of the oil. “We had to prove ourselves to other growers”, says Jason.
“We had no experience in trying to market our own brand”, says Shaw. He adds, “we were looking for someone who was willing to grow with us, and to offer ground-up type support.” That’s when they learned about Tim Forrest.
They did their research about Tim’s work and learned about the results he had produced for some of the largest food brands in the world. The Shaw brothers knew they had their man: “Tim had the knowledge level and all we had to do was listen to him and put the plans into action.” He adds, "other consultants were just specific, but Tim could help with everything.”
Success Planned for and Executed Professionally
Tim Forrest Elevates Georgia Olive Oil With His Consulting and Market Management Expertise in under 18 months.
The four partners started working under Tim Forrest. They had frequent face-to-face meetings, and swiftly rolled out their plans. “[Tim] He could always be here if we needed him”, says Jason.
Tim got best retail opportunities and distribution targets. He dropped their focus and sales efforts with big chain retailers as well as building giant case displays in the larger national chains and regional grocery chains. He put it to work for Georgia Olive Farms by getting them to speed while avoiding many pitfalls of navigating in new areas. Jason says, “He [Tim] laid out a marketing plan that would work from the beginning.”
There were many Italian olive oil brands in the market, and it was important not to get lost in the crowd. The packaging design also had to be impart the distinction of a better product. Tim lead the design effort and managed the creative agency. The market took to it and the brothers were happy about the creative outcome: bold, classy and international. Tim led the creation of family of products, price points, and names that worked for their market.
Tim also tapped his network of business associates, many of whom became retail partners of the olive brand.
Tim assisted the effort to secure 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. Jason says, “High-end chefs were educating consumers that led to more media exposure.” Jason admits that they sold out of olive oil several times. “We are the only source for local olive oil on the entire east coast”, he adds.