[NewsMaker] Laurian Ovens

The South African brand began with a piquanté pepper as a relish and splash-on sauce and then extended its pickle range and last year branched out into pasta sauces.

There will be additional new products in the future as the aim of the brand is to move beyond that of a pickle brand into a leading quality food brand in South Africa.

"When developing the Peppadew Pasta flavours we not only looked at International trends; we also conducted extensive local research to establish what consumers are looking for in a pasta sauce. It was only natural that some of the flavours in the range had to contain our much-loved flagship product Piquanté Peppers," she explains.

About Laurian Ovens

Laurian Ovens is the brand manager of Peppadew International. Her responsibilities include all Peppadew packaging locally, as well as the USA and Canada, working with the UK-based agency on European packaging; all new product development and launches for the local market; and all marketing, promotions and activations for the local market.

Q: What is at the top of your to do list?
A: To rationalise all Peppadew product packaging both locally and internationally.

Q: What is your business focus right now?
A: To ensure that the sales of our new Peppadew product ranges are tracking well and that we have maximum distribution. Keeping up with the latest packaging and design (trends) to maintain the brand's modern, contemporary positioning.

Q: What is your core strategy?
A: The Peppadew brand offers a range of good value, premium quality products that contain only the best ingredients to deliver a distinct point of difference against its competitive set. Our core strategy is to ensure that all new Peppadew product launches are in line with our current brand strategy.

Q: Most important attributes needed to do your job?
A: That would have to be patience and creativity.

Q: The biggest trend to note in your industry?
A: The use of condiments has increased and consumers' tastes are increasingly yielding towards more spicy flavours. There has also been a big move towards health and wellness. Consumers are wanting products that are low in sodium, contain no additives, preservatives and colourants.

Q: How will you make an impact?
A: To remain an aspirational, innovative and contemporary brand seeking to enhance social and entertaining experiences with a range of food products.

Q: What inspires you?
A: I love going into the stores and seeing all the Peppadew products on shelf. What was once a single offering, we now offer a whole range of products. This inspires me to work harder at my job to grow the Peppadew brand.

Q: What are you currently reading for work?
A: Strategic Marketing magazine (IMM Institute).

Q: Your life philosophy?
A: Live simply, eat well, say no to nonsense and smile.

Q: At the top of my 'bucket list' is...
A: To travel to Vietnam and Cambodia with my husband.