Do trends start with the consumer or the industry? It’s a deceivingly simple question with a lot of moving parts, affected by changes in product availability and even generational shifts. The development of product popularity stems in many ways. Specifically for the specialty industry, its evolution can be traced back to curious diners and even more curious shoppers.
Breaking down this decades-in-the-making specialty trend is none other than Bob Bruno, Owner of RJ BRUNO INTERNATIONAL, who has watched the market develop up close.
“It's special, but it's mainstream special,” Bob starts. “Many gourmet shops and cheese shops were owner-operated by somebody who had a vision, someone who was an entrepreneur, and someone who wanted to open a neighborhood shop. Over time they've taken that entrepreneurial chef, owner of a restaurant, or of a store, and made it mass market—but without dumbing it down—and maintaining the quality. What I love about my work today is going into so many stores and experiencing how they really value the product itself, the producer, the culture, and then how to sell it and promote it.”
The shift in how consumers view specialty products has certainly changed, based upon their knowledge, expectation of the ingredients, and our digital age connecting us to a broader range of cultures, among other factors.
“I think the market, like anything else, has a purpose and a sophistication as far as the promotion, the marketing, and the merchandising. The old supermarkets with just shelves of canned goods and some deli meats—that's gone. What's happened is people have expectations. They've traveled,” Bob adds, detailing one specific generational reason. “I think a lot of it has to do with what was going on in the late '70s; the Baby Boomers started traveling. It was the age of jet travel. We were going over to Europe, to Italy, to France, and to Spain. I think it really started an awareness and a need for those types of products.”
My favorite discovery has been learning how the foodservice industry has inspired a certain kind of consumer behavior and curiosity. Hear more from Bob on the way in which this all unraveled.
“What I find interesting is that a lot of the ingredients and foods came in directly or ordered by chefs. Chefs like to put different ingredients on the menu. Consumers go to restaurants and see, taste, and enjoy different ingredients, components, and flavors. They then like to do this at home. So, what do they do? They go to their retailer and ask, ‘Could you get this? I've had this in a restaurant.’ It's been a crazy progression from European producers, to maybe a chef at a restaurant, to a retailer, to a home cook. And then suddenly, it goes mainstream,” he remarks. “People wonder what's left in life sometimes, and it could be to enjoy really good food and a big glass of wine.”
I could not agree more with Bob’s conclusion, and I’m so happy to see these simple pleasures, that take great care and work to make, are being even more valued now with the organic expansion and curiosity consumers have developed on their own. Before we wrap, I inquire what’s next on the horizon for RJ BRUNO INTERNATIONAL.
“Right now, I'm working with a number of importers and with two producers in Italy. One is called LA GALVANINA, a producer of mineral water, organic beverages, sodas, teas, mocktails, and mixers,” says Bob. “I'm also working with a company called IL PASTAIO which is one of the leading producers of fresh gnocchi pasta in Italy.”
At Deli Market News, we’ve been seeing quite a bit of data and insights recently surrounding the uptick in consumer interest in specialty beverages, so I wasn’t surprised to hear Bob already had his finger on the pulse of this burgeoning trend.
“LA GALVANINA is a large company. They produce a significant amount of private label mineral water, selling to many of the top chains. So, we keep quite busy. In March, at Expo West, we introduced a new beverage line called FANKEE, a sparkling Italian beverage with adaptogens,” Bob concludes. “I've tasted it, it's a beautiful package, and really interesting. We'll be launching it nationwide next year.”
Well dear readers, it’s a whole new world. And in the words of one wise man, we can now consider the specialty market “entertainment.”
