Client:

Effie’s is a line of biscuits inspired by the rustic creations of the founder’s family in Nova Scotia.

Problem:

Effie’s approached Singer Sustainability having already achieved distribution as a local vendor in all Whole Foods Market bakeries in the New England Region. They believed that there was still significant opportunity to expand their business there.

Singer Sustainability quickly realized that Effie’s distribution model could be improved. As a result shelf presence was inconsistent from store to store and the brand was not getting optimal placement on the main bakery sales floor.

Concurrently, while their packaging was working for many of their independent accounts, it was not optimal for Whole Foods unique merchandising style.

Solution:

Singer Sustainability is matching Effie’s with the right distributor. We have also guided the brand in developing a package designed to increase product movement at WFM.

Singer Sustainability leveraged long-standing relationships with key personnel at WFM, to connect Effie’s with decision makers in WFM bakery. The result of the connection was that Effie’s owners had the rare opportunity to personally present their product to the entire Regional Bakery Team.

They received invaluable feedback directly from every Bakery Team Leader in the region so that they can optimize their product and package to make it a success at WFM.

Singer Sustainability will continue to work with Effie’s on the brand’s expansion into the NYC area this summer.