BBQs to Mānuka Honey: Leveraging local infrastructure for success in Japan with Adam Hall
What if you could create a single origin brand for mānuka honey, much like Central Otago pinot noir? We learnt that was absolutely possible and has actually happened, from our guest Adam Hall’s work in the Japanese market. He’s a seller extraordinaire having sold premium NZ wine, brand-name barbeques and now mānuka honey. We loved hearing about how his focus is on leaving the New Zealand brand in a better place than where he found it!
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In this episode you’ll hear:
- Adam’s experience selling Weber-brand BBQs in a country where barbequing is not really “a thing”
- Pitfalls that Adam fell into himself in setting up his company in Japan
- Demystifying your product and making the purchasing decision journey easier for customers
- What’s hot in Japan now and what’s coming!
First boots on the ground for US BBQ manufacturer Weber to set up business in Japan, it was Adam who lead the team in transforming the business from a 'distributor model' to a 'direct sales model.' Adam grew the BBQ business with his passion through Ecom/DTC/Mass selling as well as specialty and Club retailers. Whilst BBQ’ing may be second nature in good old New Zealand, Japan was another story. In order to create a BBQ category in Japan Adam was tasked with setting up unique consumer facing experiences such as Japan's First BBQ school and the World's First Weber BBQ Park.
From March 2022, Adam set himself yet another new challenge - to turn around the UK-based homeware brand of Joseph Joseph in Japan. But wait, there’s more. Not satisfied with a day job, yet another new project at hand. Adam is creating a category for 'Single Origin Craft Mānuka Honey' with the establishment of his own importing, sales and marketing business in Japan.
A true serial entrepreneurial kiwi. We bring you Adam Hall!
Connect with Adam
Pouatu Mānuka Honey: www.pouatumanuka.jp
Joseph Joseph: https://josephjoseph.jp/
REI International: https://rei-npo.org/ja/
Use the code: manukajandals for 25% off in the online store.
Lipoitan D Commercial: https://www.youtube.com/watch?v=C2B522g_BcQ&feature=youtu.be
Connect with Jayne and Catherine
Linked In: https://www.linkedin.com/company/jandals-in-japan-podcast/