Simply Green Tomatoes is an Australian product, grown and manufactured by the Lanyon family in Boort, Victoria. The green tomatoes are hand picked and preserved in brine for two days before being finished off with extra virgin olive oil, herbs and garlic. The product is low in cholesterol, gluten free and very nutritional, with no sugar, preservatives or colouring added.
The business was started in 2002 and within four months owner Marilyn Lanyon had headed off to Singapore with the Victorian Government to promote her wares.
“The state government organised for me to exhibit Simply Green Tomatoes at their stand, along with another five Victorian producers,” says Marilyn. “Before this I had only done farmer’s markets! At first I didn’t think I should be going. But then I realised – wow! Here’s an opportunity to see what the world thinks of us. It was great to see different nationalities trying our product.”
Currently Simply Green Tomatoes is rapidly establishing itself in the Middle East.
“It all began when the Victorian Government encouraged me to take our product as part of their stand to Gulfood 08 in Dubai. Gulfood attracts over 39,000 visitors and about 1900 exhibitors. Each stand is worth $5000 AUD so it would have been out of the question for me to go to Gulfood without the Victorian Government’s assistance.”
Middle Eastern taste buds took well to Simply Green Tomatoes. Buyers approached Marilyn and the export ball began rolling. February 2009 saw Marilyn return to Dubai for Gulfood 09 and achieve even greater success. Simply Green Tomatoes was successfully signed to specialty gourmet food store Dean & DeLuca (originally a New York based retailer) giving the company a Middle Eastern retail presence with a plan to open up to ten store outlets across the Gulf region by 2010.
“Two staff members and I flew over to Kuwait and Dubai and we went to the Dean & DeLuca store. There was fine food from all over the world. It was absolutely beautiful. It was so exciting to see our product amongst all those international products.”
Whilst at the store Marilyn joined buyers to have a meeting with the Dean & DeLuca group recruitment team.
“It was during this time they asked me to act as one of their three agents in Australia sourcing fine and artiste foods. It was just fabulous that they thought to ask me!”
It’s clear that exporting has been incredibly successful in many ways for Simply Green Tomatoes. Currently exports amount to roughly 30% of the company’s overall sales but Marilyn believes these numbers will build up to 80%. It hasn’t all been smooth sailing however, with an outstanding international debt clocking up both the company’s time and resources. Luckily the debt was finally cleared and Marilyn learned some valuable lessons.
“I always believed the export market had great potential for our business. But it takes time, it’s hard work and it’s absolutely imperative that you do your homework. That said, I’ve found a niche area in the Middle East, where Simply Green Tomatoes is really loved and appreciated. It’s good to know that we have a unique product with potential for so many others to enjoy.”
Marilyn encourages other Victorian companies to explore the wide world of exporting.
“I’ve got a motto – take small steps but think big. When it comes to exporting, I think that’s what you’ve got to do. Take it quietly and check it all out. I’ve never been educated in this area, but if you believe in your product you can export. There’s plenty of help out there. Seek out government. I’ve found them really supportive. It’s due to the Victorian Government that we got into the Middle East. Definitely.”
While exporting is taking Simply Green Tomatoes’ on a new and exciting business journey, exporting is taking Marilyn on a new and exciting personal journey.
“I’m 61 and I have five children, all of who are independent now. I saw green tomatoes and thought I would try something new and different. And guess what? I’m doing it. My life is blossoming again.”
For more information on Simply Tomatoes please contact
Tel: 03 5455 4237
www.simplytomatoes.com.au
For more Export information please contact
Victorian Business Line
Tel: 13 22 15
Email: enquiries@export.vic.gov.au