Smallgoods tell big and cheeky stories in Barossa Fine Foods
When Andreas Knoll mixed his first leberwurst at a smallgoods factory in post-war Munich, in 1924, little did the 15-year-old apprentice know that almost 100 years later these recipes would be embraced in a foreign land.
Today, these recipes and the characteristic Knoll frivolity are celebrated across Australia.
It’s this story of family, playfulness, lots of love and a little ribbing, not to mention world-class smallgoods making that is now being shared with Australian lovers of wurst, hams and other Bavarian treats.
The family owned Barossa Fine Foods is now rolling out a fresh identity and produce packaging with back stories celebrating its history and the characters who shaped it in readiness for rapid national expansion.
“Were approaching 100 years since my great uncle, Andreas Knoll, first ventured into the area of smallgoods and started a dynasty that, through various iterations both in Germany and South Australia, is now Barossa Fine Foods,” fourth generation family member and the iconic Adelaide company’s Business Development Manager, Alex Knoll said.
“With this milestone looming and with us looking to gain a stronger foothold in the eastern seaboard states of New South Wales, Queensland and Victoria we thought it timely to refresh our branding and, at the same time, have a bit of fun by sharing our history in a series of light-hearted back stories featured on our packaged goods.”
He added that this combination, along with the high-quality smallgoods made the traditional artisan way, would appeal to a new generation of national consumers. “We don’t take ourselves too seriously, we enjoy a lot of banter, stories and opinions are never hard to find at a Knoll family gathering, and we believe that by sharing more of ourselves in a contemporary brand we’ll achieve greater appeal to customers while celebrating our long and successful association with smallgoods.”
The rebranding will also drive the company’s push into the new eastern seaboard markets and, in due course, the burgeoning markets of Asia, while stimulating the local economy creating new jobs and offering current employees greater opportunity.
While its origins date back to post World War I Germany, the Barossa Fine Foods we know today took shape 27 years ago when third generation Franz Knoll and his wife Barbra purchased an existing business of that name in the Adelaide Central Market. That mum and dad business, which they still run from the same spot in the market, is one of just a handful of family-owned smallgoods businesses with national reach that adheres to the traditional artisan approach. Based in Edinburgh in Adelaide’s north, Barossa Fine Foods carries some 600 products, employs more than 250 people, has nine retail outlets across South Australia and Victoria and almost 300 stockists nationwide.
The new packaging will have a consistent look and feel including our brand stories and illustrations across all pre-packaged product categories.
Foodland and IGAs throughout SA
Woolworths in SA and NSW
Coles in SA
Costco in SA
Aldi in SA
Ritchie’s and other independent grocers in Victoria