Gourmet JELLY BEANS
M
y father who for 30 years from 1970 ran three London delicatessens in Soho,
Pimlico and Islington, gave me my first job. It was fascinating to be introduced to the commercial side of something that I had always taken for granted – the best Italian wines, pasta, confectionery and salumeria – only to discover that these were still minority British tastes. It was the late 70’s and while things were beginning to change, deli customers still tended to be more sophisticated than most - and better travelled. They’d come back from their holidays and business trips asking cautiously for mozzarella, bottled olives and pesto sauce. I watched and listened. My task was to look out for trends. It became a passion – as did travelling back and forth to Italy for “educational” purposes. This perk of the job gave way to another - delivering to some of the best restaurants and houses in London with the opportunity to get locked in deep epicurean discussion with chefs and foodies (as we would call them now). I was in my element. The next logical step was to start importing a few hard-to-get gourmet delights for
favourite customers. Harrods Food Hall was always
experimental and open to new ideas. I introduced Papa Barzetti when few people had ever even heard of panettone, and a range of bakery confectionery. Italian chocolate Easter eggs followed. These were surprisingly successful. I was finding my niche and it was confectionery. Going it alone, I started my own
import business, ambitiously called Best Imports.
TONY ALFANO SHARES WITH US THE HISTORY OF JELLY BELLY, THE MUCH LOVED ICONIC BRAND.
Not long after, and on a routine visit
to Harrods, I saw a long queue of people waiting patiently to buy jelly beans. This wasn’t normal. Sweet counters do not attract queues of people. Sandy Collyer, the Food Hall
to see Herm Rowland the Chairman, on his next trip to London. Herm was a fifth generation candy maker and larger than life in every way. The family company had been established in 1869 and confectionery was in his DNA. With Jelly Belly he was able to immerse his knowledge, enthusiasm and genius in equal measure. However, there was and is
Buyer at the time, explained that Jelly Belly jelly beans were indeed something of a phenomenon: tiny little gems of flavour and colour that were astonishly authentic. Unique and fabulous, Jelly Belly was the brand to watch. Some time later she tipped me off that the American company was looking for an importer. I somehow secured an appointment
understand the concept of gourmet jelly beans. Delis and Food Halls “got it” instantly of course because they appreciated the flavour and variety of Jelly Belly. They also knew their customers were prepared to pay a premium for quality. This year, Jelly Belly celebrates its 40th anniversary. It is a much loved iconic brand now available in over 70 countries. The British public have for 6 consecutive years voted it the most cool confectionery on the market and it seems, they cannot get enough: they cause delight wherever they are found. There are now over 100 different flavours of beans packaged in a huge variety of ways. While the displays make a big impact in the food halls, Delis have space constraints so for them, the best selling lines are small 50g Boxes, 250g Gift Bags and 10, 20 and 40 Flavour Gift Boxes. These go particularly well at seasonal times. The Delicattesan scene today is
no tradition of gourmet sugar confectionery in the UK, much less gourmet jelly beans. The product was not packaged – it was bulk only. Although the beans came in 20 flavours, just six were being exported to the UK at the time. But all this was mere detail and I was luckier than I could possibly have known in 1986, to have the opportunity to import Jelly Belly jelly beans. While their popularity had exploded in the US following President Reagan’s endorsement of them, they were a sensation waiting to happen in the UK. And happen it did. The different flavours of beans grew quickly to 40 and these were wrapped in sumptious gift boxes. It took time for many retailers to
unrecognisable and much more exciting than it was in my day. There are more of them. Each one is different from the other, and stamped with the enthusiasm of their independent owners - all of whom are vastly better informed than I ever was on a huge range of products. There is also a massive international import market to draw on and a food culture that is constantly pushing the boundaries. This is great for consumers and challenging for retailers. I look forward to sharing my thoughts with you (and hearing back) over the coming months on my particular speciality – confectionery – and why Brits just love it! l
Tony Alfano is Managing Director of Best Imports. Tel: 01727 829010.
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