![]() ![]() with a frozen food product, so maybe we made a bold move, but we’re one of the very few doing it. are the two other nations that love stuffing and roasts. based on consumer interest and the fact that there was a gap in the market for a stuffing that’s not just for the holidays.Īlso, outside of Ireland, the U.K. We decided to bring our product to the U.S. How Technology Unlocks Small Business Export Potential What was the strategic thinking guiding your U.S. Crumb fits today’s desire for convenient food, as good as you would make at home yourself, and that tastes great. We sauté fresh onions, herbs and spices in 100% butter from Irish grass-fed cows before mixing in fresh breadcrumb. ![]() Crumb is a premium, handmade, gourmet brand aimed at shoppers who like to cook at home. ![]() Consumers expressed interest in our products as they are convenient - you don’t need to add anything and they cook in five minutes in the microwave or oven - and they’re made with fresh, natural ingredients and they taste delicious. hadn’t changed in 25 years and was basically two brands that you have to cook on the stove top. consumers is that the stuffing category in the U.S. What was the opportunity you saw in the U.S. retail chains directly, but as a small company located in a rural village in Ireland, we didn’t have the know-how, or, importantly, the contacts, to enter the U.S. On the back of that article, we were approached by several U.S. Crumb stuffing in London and gave us a great review. traveled the world in search of “7 Thanksgiving must-haves.” They somehow picked up Mr. market begin?īack around 2014, Health magazine U.S. The product has gone on to win multiple food awards including ‘Best Irish Food Product’ at the U.K. and Ireland where it is available at all retailers year-round, and sold beside the fresh chickens. Crumb is the number one category brand in the U.K. Sunday dinner in Ireland traditionally was boiled chicken, boiled potatoes, boiled carrots and sage and onion stuffing cooked over the fire to give flavor. Not having a background in cooking, he copied his mother’s recipe and method of making the stuffing she made every Sunday. He then decided to make the stuffing himself. He therefore started buying bread directly, ageing it, crumbing it at home in a blender and selling it in bags. On inquiring, he learned that people were buying this bread because it was better for making fresh breadcrumbs, which they’d then use to make stuffing and Christmas puddings at home. As a van delivery person for a bakery, at Christmas, people would ask him to buy older, harder bread, rather than the soft fresh bread that he was delivering. ![]() Crumb started in 1996 when my father Bernard spotted a niche in the market. market” and conducting stuffing taste tests at the Culinary Institute of America to gauge the palette of American consumers, to securing shelf placement in 80 Oregon and 70 Pennsylvania retail doors, sharing how “the opportunity has not come without its challenges.” How did Mr. Crumb’s journey abroad to Albertsons, starting with zero “know-how or contacts to enter the U.S. Crumb made the still-hard leap that many small brands don’t by reimaging stuffing, a product category dominated by a few market giants that had grown, well, stale, Jason Coyle, company director, told CO-.Ĭoyle details Mr. While scrappy upstarts are no doubt changing the grocery aisle, Mr. retail at all, landing in 150 Alberstons supermarkets this year, is a story in itself. That this family-run stuffing brand birthed in the rural Irish village of Finea cracked big U.S. CrumbĪmericans are expected to consume about $96 million worth of stuffing this Thanksgiving. ![]()
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