Supreme Award: 2023 Winner Heilala Vanilla - Alcohol Free Vanilla Paste
Heilala Vanilla’s Alcohol Free Vanilla Paste.
After securing the prestigious Supreme Award, along with the Pantry and Business Innovation Awards, Heilala Vanilla have dispelled the myth and proven that vanilla is anything but boring.
Heilala Vanilla’s Alcohol Free Vanilla Paste was commended by the judges for being a truly unique and highly innovative New Zealand product which excelled in all aspects of judging. Considered a true technical challenge, Heilala Vanilla proved itself to be up to the task, not only by diversifying their footprint but listening to the needs of their customers to provide a vanilla paste for every taste.
With the paste having been introduced to the market just a month before its entry into the New Zealand Food Awards, Marketing Manager Ruby Grant says it was the perfect opportunity to reinvigorate their home market, boost their visibility and credibility within the industry and show how unique their product is.
“Vanilla is all we do and what we’re passionate about. To give it your best shot, you’ve got to invest time and effort into the entry process. Ensure you are crafting a compelling submission that touches on what makes your product special and what value it provides to your customers. The recognition following the awards is incredible and it was fantastic for our team morale, as every success is a collaborative effort.”
Heilala Vanilla’s innovation is matched only by their strong moral compass, with the company being actively committed to investing in their communities and keeping sustainability at the forefront of operations.
“It’s important to trust in the potential of your product and your ideas. Throw your hat in the ring because you never know what the next big thing could be or where the connections you make through these awards can lead. The exposure you receive by just getting to the finalist stage alone is incredible.”
Entry
1. Product Name:
Alcohol Free Vanilla Paste
2. Product Description:
Crafted with real vanilla seeds and free from alcohol, this concentrated vanilla liquid is transformed into a luxurious spoon-able paste. Whether you're creating creamy ice cream, delicate shortbread, or velvety panna cotta, our Vanilla Paste adds a burst of intense vanilla flavour to elevate your culinary creations. With its convenient form, you can easily measure and incorporate the perfect amount of vanilla goodness into your favourite recipes.
Innovation
3. Where did the idea for this business come from?
Heilala Vanilla was established after a cyclone struck the Kingdom of Tonga in 2001, leading to a land exchange between the company’s founder John Ross and the local community with the idea of providing employment opportunities.
Inspired by the island’s vanilla heritage, John embarked on a journey to various countries to learn more about vanilla production and cultivation techniques. After gaining valuable insight and knowledge around vanilla, John planted his first crop of vanilla beans on Vava’u. It became a family collaboration when John’s daughter Jennifer recognised the exceptional flavour of the locally grown vanilla beans and together, they co-founded Heilala.
The company’s vision goes beyond producing high-quality, all-natural vanilla, to making a positive impact on the Tongan economy, through providing employment opportunities, infrastructure development and empowering women within the communities they operate.
4. How did you determine the business originality?
The originality of Heilala Vanilla as a business is determined by our exclusive focus on vanilla, our commitment to empowering women, our direct supply chain ensuring quality and fair prices, the purity and distinctiveness of our vanilla and our emphasis on transparency and sustainability.
Vanilla is the core focus of our business. We have dedicated ourselves to specialising in vanilla and continuously strive to innovate and develop new products, keeping our product line fresh and exciting for customers. We oversee the entire process from harvest to shipment to ensure consistent quality and fair prices for our partner farmers, establishing a direct and transparent supply chain.
5. Where did the idea for this product come from?
The idea for our alcohol-free vanilla paste was born out of a commitment to cater to the diverse needs and preferences of our customers. We recognised that some individuals prefer to avoid alcohol in their culinary creations, whether due to personal taste, dietary restrictions, or cultural considerations. In response to this demand, we embarked on a journey to develop a high-quality vanilla paste that retains the full flavour, visual and convenience that our standard vanilla paste is renowned for - without the use of alcohol.
6. How did you determine the product originality?
Our alcohol-free vanilla paste was the result of market research, product development, and customer feedback, which identified there was a gap for a high-quality vanilla paste that is free from alcohol. We created a recipe that combines real vanilla seeds with a glycerine extracted vanilla extract and making it a spoon-able paste that delivers the rich and distinctive flavour of vanilla while remaining alcohol-free. Testing and refinement ensured that our alcohol-free vanilla paste offered a flavour profile that wasn't compromised.
7. What new technologies did your company consider in the development of this product?
We primarily focused on optimising our existing technologies and capabilities, alongside leveraging our expertise and experience in vanilla extraction and processing to create a formulation that met the requirements of an alcohol-free product.
An example of some of the new technologies used in the development included utilising advanced extraction techniques to maximise flavour extraction from the vanilla beans and improving vacuum packing by subjecting the beans to low-pressure conditions to allow for a more controlled drying to remove moisture while preserving flavour and aroma.
8. What were some of the challenges in developing your product and how did you overcome them?
In the absence of existing benchmarks, there were several challenges we successfully overcame during the development of our alcohol-free paste. Some of the specific challenges included:
· Preserving authentic flavour: We found alternative extraction methods via glycerine to maintain the genuine vanilla flavour without using alcohol. Through experimentation, we developed a unique extraction process that captured the unique and delicate flavour compounds of vanilla while remaining alcohol-free.
· Achieving desired consistency: Formulating a spoon-able paste consistency without alcohol required careful ingredient balancing. Through numerous trials and refinements, we achieved the perfect texture using a combination of vanilla seeds, concentrated liquid and natural thickeners.
· Ensuring stability and shelf-life: Extensive stability testing was conducted to ensure our alcohol-free vanilla paste remained stable and maintained quality over time. Formulation adjustments and rigorous quality control measures were implemented to extend shelf-life and ensure product integrity.
9. In your food technologist’s words, what was the proudest moment in the product’s journey?
Achieving the perfect balance of flavour, consistency and quality. It was a culmination of ideation, research, concept development, formulation, production, market testing, and continuous improvement. Our internal sensory panel plays a key role in evaluating and refining the flavours and quality of our product. Witnessing the final product that exceeded our expectations and delighted our customers was very exciting - and even more so when we received our first purchase order from a customer based in the Middle East.
Sustainability
10. Describe how environmental outcomes have been maximised across the entire life cycle of the product and your company processes for achieving these outcomes.
At Heilala, we are committed to maximising environmental outcomes across our entire business and product life cycle. Here's how we achieve these outcomes:
· Sustainable Farming Practices: Our vanilla farming practices in Tonga follow traditional methods, promoting biodiversity and soil health. We avoid the use of synthetic pesticides and fertilizers and invest in research and experimentation to improve soil fertility and resilience, ensuring sustainable agricultural practices.
· Zero Waste Approach: We have developed a unique and patented zero waste process that utilises every part of the vanilla bean, from the seeds to the husk. This extends beyond traditional extract and paste, enabling us to minimise waste and maximize resource utilisation.
· Carbon Positivity: Our goal is to become a carbon-positive certified company by 2027. We measure and offset our carbon emissions throughout our supply chain while quantifying the carbon sequestration potential of our vanilla farms.
We are proud to be the first vanilla company in the world to achieve B Corp certification, which recognizes our commitment to high standards of social and environmental performance. We are also in the process of obtaining Non-GMO certification, further demonstrating our dedication to producing natural, high-quality products and promoting a healthier and more sustainable food system.
11. Provide a specific example of environmental sustainability initiatives related to the product you have entered
We have implemented a specific initiative on our vanilla farm recently, planting over 1,000 Vetiver grass plants, a highly resilient and eco-friendly species, in our fields. The Vetiver grass plants serve multiple environmental purposes through their extensive root system. They can prevent soil erosion, enhance aeration and promote microbial activity to enrich soil health and capture and store carbon dioxide from the atmosphere to aid in carbon sequestration.
By planting these grasses on our vanilla farm, we contribute to offsetting our carbon emissions and promoting a more sustainable carbon cycle, while also creating an ideal environment for our vanilla plants to thrive. The integration of Vetiver grass into our vanilla exemplifies our active commitment to working towards a more sustainable future, making a positive impact on the environment and ensuring the longevity of our operations.
12. Describe how your company consciously addresses social sustainability across the entire life cycle of its products and your company processes for achieving these outcomes
B Corp Certification: We are proud to be a certified B Corp, which means we meet rigorous standards of social and environmental performance, accountability and transparency. This certification reinforces our commitment to social sustainability and ethical business practices. During the month of March 2023 (B Corp Month) we organised "Corp Bingo" as a social sustainability initiative. Our team were encouraged to complete sustainable actions such as biking to work, shopping pre-loved items, growing vegetables, carpooling, and baking from scratch. Points were earned for each action, and rewards were given to those who achieved specific milestones. This initiative aimed to foster a culture of conscious consumption, environmental awareness and camaraderie among our team members.
Staff Wellbeing: We celebrate and acknowledge team members who demonstrate exceptional performance or contributions by offering rewards such as flowers, gift vouchers, or other tokens of appreciation. Regular shared team lunches provide opportunities for bonding, collaboration and fostering a positive work environment. Monthly stand-up meetings include team updates delivered by a variety of team members, allowing everyone to stay informed and engaged.
13. Provide a specific example of social sustainability initiatives related to the product you have entered
One specific example of a social sustainability initiative related to our alcohol-free vanilla paste is our commitment to supporting local vanilla farming communities in the Kingdom of Tonga. We actively work with farmers in the regions where our vanilla is sourced to promote fair trade practices and provide them with fair prices for their crops. Additionally, we prioritise gender equality and women's empowerment in our supply chain. We actively support female vanilla farmers and provide them with equal opportunities for training, education, and leadership roles within the farming community.
We also engage in community development projects through the Heilala Vanilla Foundation. This includes initiatives such as infrastructure development, access to clean water, healthcare facilities, and educational programs. By investing in the social development of these communities, we aim to create a positive and sustainable impact beyond the boundaries of our business.
Excellence
14. Briefly outline your product development process
Our product development process involves thorough research and analysis, formulation development, sensory evaluation, testing and quality assurance, packaging and design, production and scaling, marketing and launch, and continuous improvement. We prioritise quality, consumer preferences, and sustainability throughout the process to deliver a premium product that meets market demand.
15. How did you determine the product’s likely success in the market?
We determined the business's likely success by recognising that we are differentiated from our competitors in each market we operate in. With a strong focus on branding, marketing strategies, and a robust new product development (NPD) pipeline, we are confident in our ability to stand out and capture the attention of our target audience. By continually innovating and introducing new products to meet evolving consumer demands, we can maintain a competitive edge and drive success in the market.
16. Demonstrate the product’s success with sales and distribution information
While our alcohol-free vanilla paste product is in the early stages of sales and distribution, the initial market reception has been promising. We have received positive customer feedback and strong interest and demand from retail, foodservice and online channels. We’re actively expanding our distribution network and anticipate steady growth in sales, supported by a 100% increase in total turnover over the past three years and a projected 50% revenue boost in the USA export market within the next 12 months. Additionally, by securing national ranging with reputable retailers like Sprouts and Harmons alongside our existing retail partnerships, our store count will expand to over 1,000 in the USA. Our digital program positions us as the leading online seller of vanilla, with these achievements showcasing strong sales and distribution success.
