It is no coincidence that Fiona and Matt have received enviable praise; the flavour and aroma of both Broken Nose Vanilla and Very Vanilla is sensational.
Good business decisions have propelled the business forward since starting the vanilla plantation in 2006. Sustainably farmed in Tropical North Queensland, the pure vanilla beans form the basis of a premium product range – Broken Nose Vanilla. Once established this tenacious couple launched wholesale vanilla brand Very Vanilla.
With such success Renee interviewed Fiona to find out how they did it.
Me: Can you describe the challenges and opportunities driving a niche product brand?
Fiona: There were very few people growing vanilla so most of the information was gleaned from the internet. We knew from early on that we had to market it as a high-end, high quality niche product so we took advantage of state government opportunities available at the time to help growers such as us. The Gourmet Growers initiative came along just at the right time for us and introduced us to other growers but also marketing, business and design experts.
Me: To date what is your best business decision?
Fiona: Probably engaging a packaging designer! At the time I thought it was luxury and a bit unnecessary, but having a great package to put our great product into turns heads and we have never looked back.
Me: What are your top 3 tips to save money in launching a gourmet product?
Fiona: Understand your brand and where it sits in the market – and stick to it! Don’t be swayed by others (especially friends!) who have “good ideas”. You will waste time and money on things that don’t fit with what you are doing.
Engage specialists to help you navigate your way through unfamiliar territory – don’t go it alone and see how it works out. Someone is out there to help you and it will save you money in the longer term.
Engage specialists to help you navigate your way through unfamiliar territory – don’t go it alone and see how it works out. Someone is out there to help you and it will save you money in the longer term.
Me: What is your favourite thing about working with Evolve Brand Design?
Fiona: Renee always delivers what she says she will deliver. All the information is up front so I can make a decision about whether or not to spend money or choose a particular strategy.
She is also a fabulous designer who understands food packaging very well and brings originality and artistic excellence to the design.
Broken Nose Vanilla has won Gold at the Regional Achievement Awards 2015, made it into ‘Australia’s Top 30 Producers’, a finalist at the TNQ20 Awards 2014 and was recognised as one of Australia’s top three ‘Farming Women of the Year 2012’.
For more information or to purchase directly from Broken Nose Vanilla go to https://brokennosevanilla.com.au/brokennosevanilla-shop/ or https://veryvanilla.com.au/.
