The Grocer Magazine - Guide to Ethnic Food & Drink

The Grocer 

18 June 2011 - The Grocer is the primary UK magazine devoted to grocery sales.  It has been published since 1862.  The magazine is printed once a month and is the leading and essential voice for the food and drink retail industry.  

The magazine provides collective focus right across the entire food and drink spectrum.  The Grocer encompasses every aspect of the industry, from directors of large multiple companies to independent retailers, wholesalers, producers, key opinion formers and the national media.  

The Grocer has a monthly print run of 30,420 and a readership of just over 112,000.  The online addition is viewed by over 65,000 people a month and you can download and view the magazine in full.  

Guide to Ethnic Food & Drink 

Once a year, The Grocer commissions a special report into the ethnic food and drink sector.  The pull out guide is part of the Grocer magazine.  The aim of the guide is to promote ethnic cuisines to key decision makers.  

The guide highlights the fact that the British love their ethnic foods; such as Chinese, Indian, Malaysian and Thai.  However due to the recession, people have cut down on eating out and ordering takeaways.  This has led to more people experimenting with ethnic food products at home in their kitchens.  This means that now is the perfect opportunity for stores to increase their range of ethnic foods as there is a market for them. 

Malaysia Kitchen 

The Grocer is the most important trade publication in the food and drink industry.  Being featured in The Grocer allows Malaysia Kitchen and Malaysian products to be seen by key decision makers and relevant people in the food and drink sector.  The Ethnic Guide demonstrates to retailers and buyers that consumers are looking for a change in their eating habits and are keen to expand their knowledge of ethnic foods.  By being in the supplement, Malaysian cuisine is linked to the ‘second wave’ of up and coming ethnic cuisines, following on from the success of Indian and Chinese. The guide advises retailers that they should be prepared for more enquiries about Malaysian food products as people will be looking to recreate the Malaysian dishes that they have experienced in restaurants from the comfort of their own kitchen.  The advert and editorial feature has also allowed us to forge a relationship with The Grocer which will prove beneficial going forward with the campaign.

Advert 

Malaysia Kitchen took a full back page advert displaying a range of Malaysian products such as Kampong Koh sauces, Alif pastes and Rasaku mixes with information on the Malaysian food industry.  Potential buyers were encouraged to contact MATRADE or Chuanglee Ltd. to find out full details of the products available, or visit the Five Crops Cash & Carry outlet. 

Editorial Feature

Within the guide there was a one page article on Malaysian food and its growth in the UK food sector.  The feature highlighted the unique selling point of Malaysian cuisine; its authenticity, and the range of Malaysian food products that are made from traditional Malaysian ingredients.  MATRADE Trade Commissioner, Mr Raja Badrulnizam Raja Kamalzaman also talks about the Malaysia Kitchen campaign, and how it is highlighting Malaysian cuisine through various activities, events and celebrity chef associations.  He talks specifically about Taste of London, taking over food halls in Selfridges and Malaysia Night in Trafalgar Square and how through these events the UK is becoming more excited about Malaysian cuisine.  The page lists MATRADE contact details as well as the key Malaysian food brands.