WINEFRIEND? HOW DOES IT FT023 WHAT IS WORK? www.foodtechnology.co.nz 11 says. “We let the Pacific do what it does best, which is produce top quality vanilla.” Heilala Vanilla is making inroads into a global market dominated by Madagascar, which produces about 80% of the world’s supply of vanilla. Protecting the company’s intellectual property is an important part of its expansion, according to Andrew Knowles of James & Wells. “For Heilala, we have registered trade marks in New Zealand, Australia, Japan and USA, and advised on trade mark matters in various Asian countries,” he says. “We have also done some interesting work on an agreement to control use of the HEILALA trade mark as a ‘named and prominent ingredient’, for example when a food manufacturer wants to use this prominent and high quality brand in promotion of their own finished product.” As demand for its products grows, Heilala Vanilla is expanding its production into other Pacific nations such as Samoa and Fiji. Boggiss says doing business in the Pacific is very different to doing business in New Zealand and the ‘people factor’ is crucial. “You have to be respectful of their culture and way of doing things, not just rolling up and saying ‘we’ll take some of your vanilla, thanks’. It’s all about people in the Pacific, building those relationships and trust,” she says. TURN TO PAGE 51 TO FIND OUT MORE
FT-May16
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