Belfast Telegraph

Sunday 21 September 2014

Superfood exporter Linwoods cracks US market

Pictured at Linwoods headquarters in Armagh celebrating the new Linwoods Superfoods USA distribution deal are (l-r) John Woods, Linwoods owner, Joyce Saranathan from USA food distribution giant, KLT Global and Joanne Hayden, Linwoods Sales and Marketing Manager. Picture by Phil Smyth

A Co Armagh firm is exporting its first batch of superfoods to America in a deal worth hundreds of thousands of pounds.

Linwoods celebrated cracking the US as it waved off the first shipment from Belfast Docks to Baltimore Port.

The company signed a major distribution deal with American food distributors KLT Global in Detroit, and the company expects to sell over 750,000 packets of its range, which includes flaxseed, sunflower, pumpkin and sesame seeds, nuts and berries.

In partnership with KLT Global, Linwoods will have access to both the large independent retail trade plus major key account retail groups such as Dominicks, Jewel and Trader Joes.

KLT's route to market will allow Linwoods to access all states but the company will initially concentrate on the Mid West.

Joanne Hayden, Linwoods sales and marketing manager, who has researched the market and worked closely with KLT, said that the deal is a huge opportunity.

"We have invested substantially in US-tailored marketing support including bespoke packaging, new stockist kits for all new listings, point-of-sale materials, press advertising and sampling activity, so we are well prepared to hit American ground running," she said.

Kurt Burmeister from KLT Global predicted that the Linwoods Superfoods range will do "extremely well" in the US.

Linwoods manufacturing plant in Armagh is already gearing up to fulfil another substantial order which will be dispatched in a 40ft container before Christmas to satisfy the anticipated demand in January.

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