News Release: S&D Wows National Food Technology Exhibition in Breakout Year
CONCORD, NC – All companies attempt to find new ways to grow and introduce themselves to new markets but only a few have the wherewithal to pull it off. Several years ago, S&D Coffee & Tea launched a brand new business unit to sell coffee, tea and botanical extracts. After learning the trade, the time had come for a bold, aggressive campaign to the primary industry body, the Institute of Food Technologists (IFT). So, this past July S&D exhibited its extracts for the first time at the prestigious IFT Annual Meeting and Food Expo in Chicago. The result? An eye-popping 4.955 out of 5 rating for S&D’s display and presentation from evaluator Jefferson Davis of Competitive Edge, a tradeshow consultancy.
Visitors to the S&D Coffee & Tea exhibit were given three separate tasting stations at which to try the extracts, including an Ideation Café where demonstrations were held. S&D’s motto at the show was “What musicians do with notes, we do with extracts.” The theme was explained by Helen Griffith, Marketing Manager. “It was based upon our vertical integration and the creativity of our leading food scientists, all working in harmony like a well-tuned jazz band. We provide unmatched scale, selection, and flavor. These advantages seemed to resonate with the largest food and beverage companies in the world who were well represented at IFT.”
Competitive Edge uses a 21-point evaluation process that sizes up exhibit, product presentation and staff. The company has evaluated over 10,000 exhibits. Davis summed up his high rating for S&D, saying “I felt S&D had a great execution of theme and message. The coffee bean musicians were unique and really stood out. The LED panels were excellently designed and well placed. The variety of product samples reinforced S&D’s core message.”
Scott Geringer, Vice-President, Sales, for Liquid Extracts & Ingredients at S&D, said that the effort to put on a first-rate exhibition involved tremendous preparation and collaboration.
“The IFT Show was a year-long effort,” Geringer said. “The reason our booth was such a success was that S&D Marketing allowed for a collaborative effort among all functional areas of our company.
Geringer went on to say “Although S&D Coffee is well-established in Foodservice and convenience store channels, this was our first large-scale introduction to the food and beverage processing industry and the impression we made reflected our leadership in the flavor ingredients we produce. I measured the success we achieved through the positive comments received from industry colleagues and customers. Our booth presence was very unique and the great tasting iced coffees, frappés, botanical fusions drinks and indulgent baked items kept attendees coming back.”
S&D is already planning for next year’s exhibit when the IFT Show moves to New Orleans, the perfect location for an encore performance…jazz musicians included.
S&D Coffee & Tea is the nation’s largest custom roaster and the largest blender of Iced Tea for the Foodservice industry. In continuous operation since 1927, the company serves over 90,000 customers through national distribution and direct store delivery. S&D has been distinguished for supplier excellence by many of the largest retailers and consumers of coffee and iced tea including McDonald’s and the U.S. Military. In 2009, S&D added a state-of-the-art Liquid Extracts Division which extracts the flavors of coffee, tea and botanicals for use in iced coffee, shakes, iced cream and frozen desserts, energy drinks and other packaged and dispensed products.
For more information about S&D Coffee & Tea go to www.sdcoffeetea.com.