Interview - Alfies Food Co - Sam Kagan
Alfie's Food Co
We’ve come a long way since the days of peanut butter in two varieties – smooth and crunchy. We spoke with Sam Kagan, Managing Director of Alfie’s Food Co about his company’s outstanding range of all-natural nut butters. It turns out they’re really good for you and quite gourmet!
FFW: How did Alfie’s Food Co come about?
ALFIE’S FOOD CO: I’ve always been in love with food and the way it brightens people’s days. I felt if I was going to set up a business, it would need to reflect strong ethics and high-quality products.
Everything is all natural and we’re doing our best to be a long-term company that will provide only the best quality pantry items for years to come.
FFW: What product/s do you offer?
ALFIE’S FOOD CO: Almond, Peanut, Dark Roasted Peanut, Pistachio, Organic Almond, Cashew & Almond, Brazil and Cashew.
FFW: What are the health benefits of nut butters?
ALFIE’S FOOD CO: Heart-healthy fats stabilise blood sugar and insulin. High protein is great for energy and feeling full after eating. Antioxidants help protect against colon cancer, keep cholesterol at bay, prevent type 2 diabetes. Magnesium is great for, bones, muscles and blood pressure, to name a few.
FFW: What are the healthy virtues that your wholesale nut butters meet for consumers?
ALFIE’S FOOD CO: Gluten free, sugar free, sugar free, vegan, vegetarian, kosher and low FODMAP.
FFW: Do you use local ingredients wherever possible?
ALFIE’S FOOD CO: 100%! If we can, we do.
FFW: Do you offer any organic varieties?
ALFIE’S FOOD CO: Organic Almond Butter 250g jar. We’re looking for more organic versions as time goes on, i.e. organic peanut butter.
FFW: Will you be adding new flavour variants?
ALFIE’S FOOD CO: Yes, we’re always looking for more varieties such as a healthy chocolate hazelnut butter option, organic peanut butter varieties, maybe coconut infused flavours and a hazelnut/cashew blend.
FFW: What is the best thing about Alfie’s Food Co, that stands you apart from other nut butter products?
ALFIE’S FOOD CO: All products are 100% natural. We are a boutique distributor alongside nut butter manufacturers, finding many synergies that set us apart from our rivals.
FFW: Can the nut butters be used in recipes as well?
ALFIE’S FOOD CO: Smoothies – mixed with fruits, yoghurt and muesli; cookies – peanut butter flavoured; toast and peanut butter, slathered generously; nut butter baked brownies; nut butter infused muffins and cupcakes; satay sauces and dressings.
FFW: What kinds of retailers stock your nut butters?
ALFIE’S FOOD CO: We’re currently in butchers, gourmet greengrocers, IGAs and FoodWorks, milk bars, health food stores, cafes and delis.
FFW: What kinds of cafes and other hospitality businesses are offering it to their customers?
ALFIE’S FOOD CO: Cafes purchase from us in bulk varieties to bake with and also to use in breakfast bowls and smoothies. We would love to sell inside Airbnb and hotels/guest accommodations.
FFW: How can retailers get really smart about promoting Alfie’s Food Co to their customers?
ALFIE’S FOOD CO: Offer taste tests in store, give them a great shelf height and position (eye level), also use off location purchase points such as outside the nut butter aisle. Promote Alfie’s on their social media platforms.
FFW: How do you help retailers promote your products to customers?
ALFIE’S FOOD CO: We can help with free samples to offer as instore tastings and at markets, and we also offer shelf wobblers.
FFW: Who would be a dream brand ambassador for Alfie’s Food Co?
ALFIE’S FOOD CO: Is there any better salesman/icon than George Clooney? If we chose an Australian, it would be Erica Bana, what a star.
FFW: Have you noticed and admired other small boutique food or beverage brands doing good things? Would you like to name some here?
ALFIE’S FOOD CO: Herring By Herschel, boutique herrings using traditional European styles; Chai Walli for their original chai flavours, loved in India, made in Sydney; Crunch Preserves, a fabulous preserves, sauces and relishes firm from Margaret River; Ted & Mems who make an incredible muesli/granola and snack range; Vasse Valley’s Australian made and grown hemp products;
Annie’s no preservatives fruit straps and jerky from NZ; and Chia Sisters, wonderful chia based drinks from NQ.