NLIS 4
January 17, 2003
(Industry, Trade and Rural Development)


Kitchen Kuisine tastes success in the Big Apple

Cindy Murray, president and owner of Murray Enterprises Inc., developed recipes for two gourmet sauces in her kitchen nearly eight years ago. She was inspired to start selling her sauces after reading a newspaper article describing the demand for quality Canadian food products. She began preparing the products for large scale production under the proprietary brand �Kitchen Kuisine�, and last year started selling them to test the market through in-store demos in St. John�s, Newfoundland and Labrador.

Since then she has developed newly designed packaging to differentiate the products and add more value to an already exceptional, quality food product. Last month, all inventory in stock at St. John�s supermarkets sold out inside of three days. "I can�t tell you how exciting that was," she said with the excitement still evident in her voice.

The products have been described by the Culinary Institute of Canada as being "made from high quality ingredients resulting in an exceptional final product" and by an executive chef of a five star hotel as a �superior� product.

Indeed, Murray is finding success, and in some big places. In November, she joined nine other small business owners from Newfoundland and Labrador on a Team Canada Atlantic trade mission to New York City. "It was mostly an information gathering exercise for me. What I learned in New York is that the market is looking for my products, so it really helped verify potential export markets for these sauces," stated Murray.

According to Gerry Byrne, Minister of State for the Atlantic Canada Opportunities Agency, "the Team Canada missions have introduced dozens of export-oriented entrepreneurs in the Atlantic provinces to the business possibilities that lie beyond their immediate horizons."

"Trade missions are a critical part of the provincial government's Renewal Strategy for Jobs and Growth. That is why we have given this area special attention in recent years � we recognize the value they hold for our companies and the province in general," said Industry, Trade and Rural Development Minister Kelvin Parsons. "By participating on these Team Canada Atlantic trade missions, many of our companies have gained access to new markets that, in all likelihood, would not have been available to them otherwise."

Murray arrived home with a contract for a 12-month advertising insertion in one of New York�s more influential food industry trade magazines, Fine Foods Market, and an abiding sense from savvy industry types that her products were, in fact, of very good quality. "The products got a wonderful response, particularly at the Taste of Atlantic Canada Food Reception, held at the hotel where we were staying. Brokers and distributors attending the reception commented that they felt there is indeed a market for these products in the US. Taste testers at the show were very impressed with the taste and quality of the sauces," noted Murray.

Ambitious to reach a wider marketplace, Murray is developing marketing and promotions strategies to expand her export business planning, and nurture the contacts she has made over the past few months. This, too, is working. Last month, her sauces were selected for the final cut of the Atlantic Regional Grand Prix Awards, sponsored by the Canadian Council of Grocery Distributors.

"The local market has been a very important testing ground to prepare the products for export markets, which I am planning to achieve in 2003." she said. Though she admits that she has a long way to go before Kraft Foods has anything to worry about, she cheerfully adds, "all successful entrepreneurs must start somewhere, and as all business owners are aware, the road is long and at times difficult." But, with determination in her voice, Murray comments: "With a unique product to offer, continued hard work, and a little luck, I know I will succeed."

The Team Canada Atlantic trade mission to New York City took place from November 4-7, 2002. Team Canada Atlantic is a cooperative effort between the Atlantic Canada Opportunities Agency, the four Atlantic Provinces, the Department of Foreign Affairs and International Trade, Industry Canada, Agriculture and Agri-Food Canada and the Canadian Manufacturers and Exporters.

The company�s website can be accessed at : www.kitchenkuisine.com.

Media contact:

Rachel Sullivan
Office of the Minister of State for ACOA
(613) 941-7241

Tracy Kenney
Public Relations Specialist
NL Department of Industry, Trade and Rural Development
(709) 729-2257

Gilles Allain
Senior Communications Officer ACOA
(506) 851-2509

2003 01 17                                       4:40 p.m.


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