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Kinetic signals global ambitions as export business accelerates

London-based Kinetic Natural Products Distributor, a regularly seen exhibitor at trade shows in Europe and North America, has seen its export business grow very significantly in recent years says co-founder and marketing director Alex Barani.

This week the company is using the Natexpo event in Paris to signal its growing global ambitions.

NPG’s Jim Manson caught up with Barani on Kinetic’s stand in Paris and asked him about the company’s international business.

“Many people think that Kinetic – because we are London-based – are operating mainly in the UK and Ireland. But this isn’t the case – we are global. And we’ve grown our export business in the export market very considerably in recent years. Today we are exporting to about 34 countries –mainly in Europe, but also in the Middle East. And we’re expanding all the time.

“We’re in Paris this week to represent our key brands. And one of the brands that is enjoying a huge success story at the moment is New Zealand brand Antipodes, which now has a really strong and growing presence in the European market.

“So, among the core brands we showing in Paris is Pacific, which is doing very, very well in France. Jason, very much a global brand of course, with a strong European distributorship. And we are presenting all of our supplements brands to the European market. And we have our superfood brands to, for example Om Organic Mushroom Nutrition and Amazing Grass.”

So what, does he think, makes Kinetic’s brands stand out in a competitive French natural and organic market, where there are plenty of home-grown brands to choose from? “

Kinetic is international and it has always tried to bring together the best products from around the world. France has been very loyal to its own traditions, its own brands – but I think their more receptiveness to International brands. Look at Antipodes, coming from New Zealand, which has a really strong appeal now. Jason is of course well established here.”

” … the organic market has grown very strongly here in the last two years. There have lots of store openings’, lots of NPD in the category – and the French are more open-minded about organic”

And what trends does he see that currently define the market in France? “Vegan is very big in France – in fact, it has exploded over here in recent years. In the same way, the organic market has grown very strongly here in the last two years. There have lots of store openings’, lots of NPD in the category – and the French are more open-minded about organic. There is a real hunger here for superfoods too and more niche, complex products – which we can offer. In terms of retail focus in France, food creates lots of interest. Beauty is also another strong area. But I think it’s superfoods where there is the most scope.

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About the Author

Jim Manson

Writer & Editor

Jim Manson is editor-in-chief of Diversified Communications UK‘s natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, and World Bank Urban Age

Articles by Jim Manson

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