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enjoyed across many different meals and withmultiple diets inmind, such as vegetarian and vegan. For instance, our Chilli Hot Horseradish is incredible on your Sunday roast beef but also adds a delicious fiery kick to a cheese sauce.” Classic meets 21st century Comforting traditional condiments always have a place in British cupboards, from ketchup and mayonnaise to barbecue sauce. Guy Tullberg, MD at Tracklements, reveals that during the pandemic online orders of established classics saw a particular increase. “Comforting classics are certainly enjoying a moment; we all like the familiar in challenging times – as evidenced by sales of our Mustardy French Mayonnaise, Fresh Chilli Jam and Proper Tomato Ketchup,” he explains. “However we’re always impressed by the resourcefulness and creativity of our loyal customers as demonstrated by the different and adventurous ways they’re using Tracklements. @specialityfood C ondiments provide that finishing touch and extra element of flavour to a multitude of dishes, and as such it’s worth ensuring that your offering stands out with a selection of versatile products that offer maximumflavour. So what’s the key to creating the best possible offering whether your retail operation is bricks-and- mortar or online? Versatility is a key desire for consumers, a factor that has been particularly important during the Covid-19 pandemic and lockdown whenmany consumers have cooked more at home. Savvy shoppers are looking for condiments that will work with a variety of different dishes, fromBBQ foods in the summer to roast dinners in the cooler months, so products that focus on quality ingredients and flavour combinations are essential additions. For Maria Whitehead, director at Hawkshead Relish, considering the various uses of the different condiments that the company produces is a priority at the convert a sauce into something else, for example you can use the Bloody Mary Ketchup as a base for the cocktail if you don’t have celery or Worcester Sauce to hand, add Chilli Jam to a stir fry or sauce to perk it up, and Mango Chutney with Mayonnaise makes a great Coronation sauce.” The emphasis on versatility is echoed by Ian Butt, head of sales and marketing at Potts’ Partnership, who adds, “Our range has been produced so that all of our condiments can be development stage. She says, “It is vital that all our condiments have multiple uses, so when we are developing a new flavour we think carefully about how it will be used and ideas for recipes and serving suggestions. For example, we are launching a few table sauces later this summer and we are currently trialling them in and with all sorts of dishes so that we know how best to market them and help our customers to get the best use from them. It is amazing how you can Vicky McTaggart, marketing manager at Stokes Sauces, on what the brand brings to the condiments market STOKES IS RENOWNED FOR THE QUALITY OF ITS INGREDIENTS AND NO-FILLER ATTITUDE – WHO DOES THIS APPEAL TO? All consumers who appreciate quality food. It is essential to source the correct ingredients so that the product tastes amazing on every batch. The consumer will have confidence in the recognition that the Stokes brand is synonymous with a product that offers great tasting products. WHY IS IT IMPORTANT IN TODAY’S MARKETPLACE? It’s especially important today when there are so many things going on in the world that are placing an increasing burden on people. It is comforting to know that there are certain things you can rely on in a time when many things are changing, and to know that the Stokes brand is one of those constants. WHY IS IT KEY FOR INDEPENDENT RETAILERS TO CHOOSE QUALITY CONDIMENTS AS OPPOSED TO CHEAPER, MASS-PRODUCED OPTIONS? People today are being more selective as to how they spend their money, they need to know that what they buy is something they are going to enjoy and not be disappointed with. The consumer will associate a poor purchase with the retailer he bought it from as they expect the independent retailer to offer great quality products. The Stokes brand offers the retailer assurance that their customers will be excited by the Stokes range and will keep coming back as a regular customer. WHAT’S NEXT FOR STOKES? Keep doing what we do well – continue to be innovative, to constantly look for new ideas and keep the consumer interested, and if we can continue to achieve all of that the retailer will feel secure in the choice they made and can only benefit fromwhat Stokes delivers to their business. PRODUCER PERSPECTIVE 36 THENEWWAVEOF CONDIMENTS Make your condiments selection sing with products that combine quality ingredients and the right blend of classic and modern flavours