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4 October, 2018 - 13:20 By Kate Sweeney

Beetroot ketchup business expanding in US

Having raised almost £700K angel-led investment last month to expand its presence in North America and Europe, Essex-based condiments brand – The Foraging Fox – isn’t wasting time sitting on its tail.

The three-year-old startup, best-known for its all-natural beetroot ketchups, has been shortlisted for the British Small Business Awards’ Exporter of the Year.

This follows recognition from the US trade show SupplySideWest, which announced The Foraging Fox as a finalist for its CPG Editor’s Choice Awards for best Condiment, Dressing & Marinade.

The awards, which celebrate products that best champion better health for consumers, attracted more than some 600 nominations across 28 categories this year.

The Foraging Fox co-founders, Frankie Fox and Desiree Parker, have their sights firmly on the North American and European markets to catch the wave of demand for natural, non-GMO products. 

Parker says: “North America is our biggest and most exciting market. We’ve seen a big movement towards all-natural, organic and non-GMO products but it is tough and it's complex; you need to be persistent. 

“Whole Foods Market U.S.A. has been the perfect starting point for us and with further investment we have the opportunity to build brand awareness and to expand our reach to another 5,000 natural food stores. 

“This is a key focus for our company and will be the driver of significant revenue growth going forward. We expect to be exporting more than 40 per cent of our product by 2019 and up to 80 per cent by the following year.”
The Foraging Fox has been exporting to the US since 2017 when Frankie and Desiree secured their first US listing in Whole Foods Market. Their unique range is well suited to the world’s biggest consumer of ketchup and mayonnaise being free from artificial ingredients, gluten, yeast, GMO and high fructose corn syrup. 

The duo have their sights on other markets including Austria, Belgium, Denmark, Germany and Holland, where they expect to grow their retail and food service listings significantly in 2019.

Desiree adds: “There’s a fast growing segment of consumers who want products like ours: better quality ingredients, better taste and better for them. Being recognised for the quality of our product in the US where the market is hugely competitive is a real coup.”

The British Small Business Awards will be announced on October 31. The SupplySideWest CPG Awards are announced early November in Las Vegas. The Colchester company’s product is stocked across more than 1,250 stores across the UK including Waitrose, Sainsbury’s, Ocado, independent delicatessens and convenience stores.

The company has also established a strong network of distributors across North America and Europe.

• PHOTOGRAPH SHOWS: Foraging Fox founders Frankie Fox and Desiree Parker

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