In speaking to a retailer share group a number of years back, I made the point that many in Sun Belt states were missing out on an incremental sales opportunity.
Research clearly showed and the merchants concurred that large numbers of consumers were relocating from the Northeast and the Rust Belt to markets served by these businesses. These states all had regional foods that got left behind but were no less desired. Imagine, I suggested, bringing in a product with an established consumer base and then building the business on an exclusive basis. That would be a true point of difference and would likely bring even more sales as locals tested out the new "delicacy."
Speaking as a New Jersey native, I asked those present if they had heard of Taylor Ham. The response was a combination of blank stares and heads shaking no.
Taylor Ham, for those not familiar, is a popular, and mildly spicy pork breakfast meat (AKA pork roll) manufactured in Trenton and sold throughout the state. In fact, it is the number one breakfast meat sold in many delis, diners, and other foodservice establishments in the state. It does a pretty solid business at retail, as well.
(Separately, I once asked a group manager of a foodservice chain that did most of its business during breakfast hours, why it did not serve Taylor Ham in its New Jersey stores? After all, the deli down the street that was doing as big or bigger business than this operator and a large portion of that was in sandwiches containing Taylor Ham. The individual, who said he was on the job for six months in the state, did not know what Taylor Ham was. That, however, is another story.)
To this day, consumers are moving from one part of the country to another in search of jobs, a place to retire, etc. They often leave behind, as an Associated Press report points out, favorite foods that are confined to their original home.
Much has been made of products being imported from Mexico and other locations looking to serve consumers from those markets and yet, there has been little consideration given to doing the same for large numbers of consumers moving from one part of the U.S. to another.
While traditional retail stores and foodservice operators have decided for a variety of reasons not to bring in regional favorites, the internet has provided a means for ex-pats to get the foods they loved but left behind.
Former residents of New Jersey can now order Taylor Ham through the wonder of the internet. Donna Beers and Pattie Weaver created Pork Roll Xpress seven years ago to fill the consumer need for the product. Today, the company gets 75 or more orders a day.
"What the common denominator is here is what your mother taught you to like, and that helps quirky regional foods," said Harry Balzer, a vice president at NPD Group. "The Internet has allowed for instant distribution to any home, so it's not unbelievable that specialty items would find success."
Discussion Questions: Have you personally moved from a place where you left behind a favorite regional food? Are retailers missing the opportunity to drive incremental sales by "importing" regional specialties such as Taylor Ham, American Coney Island hot dogs and Fry Sauce into their stores and/or offering them as special order products?