Food Business News - November 9, 2021 - 36

INGREDIENT APPLICATIONS
From stove top to store shelf
Co-manufacturers can help brand owners create safe, scalable products
stablished brands appreciate the
flexibility of co-manufacturers to
provide line time when orders exceed
capacity at company-owned production
facilities. And while this is important
business for co-manufacturers, it's the
entrepreneur who has a concept that was
created in the home kitchen and wants to
commercialize it who reaps the benefits of
working with an experienced co-manufacturer.
Finding that partner is not easy.
Startups often don't think about finding
a co-packer until they believe they have
perfected the product. This thinking is a big
mistake, said Avi Belson, senior director of
contract manufacturing, Imbibe, Niles, Ill.
" Identifying a co-packer early and upfront
during the innovation stage assists
with having a better understanding of
available and affordable ingredients and
packaging, " Mr. Belson said. " The co-packer
also knows how to troubleshoot. They
have a day-to-day understanding of what
works and what does not. "
Carla Fabian, senior director of
sales, Agropur Inc., La Crosse, Wis., said,
" Finding the right co-packer takes a lot
of research, networking and a lot of cold
calling. An independent product development
company will know the right questions
to ask the co-packer, questions that
someone who's just starting out might not
know to ask. "
The middleman
The concept of an independent
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product development company is not
new, but it has been growing rapidly as
a result of the growth in startups. Too
many people think their hot sauce or
gluten-free cracker is the best product
ever. Consequently, turnkey companies
that assist with everything from " realistic "
product development to commercialization,
even distribution, are booming
businesses. This middleman takes the
time to understand the innovator's needs
and problems and then can play matchmaker
with a co-packer.
" We create a list of potential co-packers
for a client, which includes gauging
the feasibility of manufacturing the
product based on capacity and interest, "
said Doug Rochon, commercialization
manager, Mattson, Foster City, Calif. " New
food companies may not know what type
of process they need to ensure that their
food is safe. "
Food safety and shelf-life testing
often are overlooked by the food novice
whose enthusiasm to bring a concept to
market is being fueled by emotion. Most
home kitchens don't have petri dishes or
pH meters.
" We work with the co-packer to build
in proper hurdles, " Mr. Rochon said. " We
do all the diligence to build a robust product
that can sit on shelf and not spoil. "
Jaime Reeves, executive vice
president of product development and
commercialization at Mattson, said, " We
make sure the co-manufacturer meets the
client's needs for all product guardrails,
including sensory targets, label claims,
allergens, packaging, temperature state
and target cost, along with all processing
equipment requirements. "
Montreal-based Innodelice focuses
on bringing brands, manufacturers,
suppliers and brokers together in the ice
cream sector. Clarity and trust are key to
developing a successful relationship with
a co-packer.
" When identifying a co-packer, it's
important to remember the relationship is
more than just producing a product, " said
Andrea Montreuil, partner. " It's important
to consider the infrastructure, the available
resources, the co-packer's purchasing
power and even cash flow. "
She explained that part of being a
" middleman " includes building trust
in the relationship. The middleman
serves as a neutral party looking out for
the best interests of the brand and the
co-packer.
" We emphasize that we are all working
on the same project and that project
does not have feelings and emotions, " Ms.
Montreuil said. " Once we agree that we all
want the project to be successful, it's much
easier to collaborate and have trust. "
There must be respect in this process
to make it work, said Jeremy Anderson,
founder, Fifty Gazelles, Chicago. Brands
must be open to suggestions from the
co-packer and be thankful for their investment
in the project's success.
" Right now, it's a co-packer's market, "
Mr. Anderson said. " Brands must be
November 9, 2021
NELLSON NUTRACEUTICAL LLC
Food Business News - November 9, 2021

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