Trafo

  • Customer: FZ Organic Food 
  • Brand: Trafo
  • Market: Natuurvoeding
  • Category: Chips & Hartige snacks
  • Brandcare tools: Fieldsales force

“We are very happy with the collaboration. The guys at GreenSprout have given us great insight into the Dutch market and have visibly given our products a better position on the market.”

– Pieter Jan Kok, Trafo –

THE BRAND

Trafo is the brand for the best quality organic chips. For over 30 years, Trafo has been a trusted name in this segment. These years of experience are reflected in the care with which the organic potatoes are selected, the passion and skill with which potatoes are processed, and most of all, the quality and taste of the end product. They produce an extensive range of products in their state-of-the-art potato chip factory. With modern production lines and expert staff, Trafo is able to bake at a low temperature, which benefits the quality of the chips and the oil in which they are baked. Trafo is innovative and not afraid to bring new, daring products onto the market. A good example is the series of Hummus chips, based on chickpeas and filled in a compostable potato chip bag, the first one in the market.

THE ASSIGNMENT

The ‘chips’ category is competitive and the products are very impulse-sensitive. GreenSprout’s task is to monitor the distribution, introduce new products, and initiate promotions. In 2017, Trafo introduced three versions of the new snack phenomenon Hummus chips. These innovating chips are based on chickpeas, which give them a healthier image. In addition, Trafo was the first snack manufacturer to introduce a compostable chip bag. In short, a distinctive product that is currently creating a new trend within the chips category. The assignment was to guide this introduction in natural food stores and build up the distribution. In addition, a new version of the Corn Flips has been introduced, which was also a good occasion to reinforce the distribution of the existing variant.

THE RESULT

The distribution measurements have provided a good image of the movement of Trafo’s range in the store. Based on these figures and the feedback from the market, meaningful conclusions can be drawn that will help with planning new product introductions and promotions. The introduction of Hummus chips and Cheese flips were successful and have resulted in significant distribution growth. In addition, thanks to the ability to record orders, many additional instore promotions have been created. Great for the visibility of their new products.

WHAT THE CUSTOMER THINKS

“We are very happy with the collaboration. The guys at GreenSprout have given us great insight into the Dutch market and have visibly given our products a better position on the market. Introducing new products is also a lot smoother now. We know that when we send ‘our’ field service out, the distribution growth of new products is much faster. This means we are better visible in the market, generate goodwill in the market and it helps us realise growth. The collaboration can also be called pleasant. They are enthusiastic and motivated people who provide good input. The detailed evaluations are especially good, and we study them extensively.”

– Pieter Jan Kok, Trafo –

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