"How did they think of that?" The journey of vegetarian foods from idea to store shelves

Vegetarian Journal, March-April, 2004 by Keryl Cryer

"My advice, from past products that did not come out as smoothly as our Chreese powder or gravy mixes," Matt said, "is to thoroughly test and feel comfortable and confident with a product before presenting it to major distributors or retailers. We have promised products that we then rushed to market, and they did not perform for us once on the shelves. I also strongly recommend focus groups and surveys. It is one thing to think people will like what you are bringing to market.... It's another thing to ask them before you bring it to market."

Also, it's important to keep in mind that the natural products market is tight right now. It's hard to break in with so many other products on the shelves. "You can't just knock on the door," Seth said. "You have to beat on it, then block it with your foot when it opens."

He noted that this is one of many reasons why new products fail, a truth about items from large companies as well as small ones. The competition is often fierce. However, it's especially important for owners of small companies to invest their efforts into products that have a good chance to succeed. They simply do not have the financial resources to create and market items that won't perform well.

"Eventually, if a product is good, people may try it and incorporate it into their lives," Seth said. "There are undiscovered niches out there, and it's exciting to find them."

Keryl Cryer is Senior Editor of Vegetarian Journal and a graduate student in Publications Design at the University of Baltimore.