A second-generation Australian family business has described a deal with the largest food manufacturer in Britain as a “game changer” in its international expansion strategy.
Menora Foods, headquartered in Melbourne, has secured a marketing and distribution deal with Premier Foods to distribute its Peckish range of rice crackers, to a market three times the size of Australia.
The company took the Peckish brand, as well as dairy and antipasto brand Wattle Valley, to New Zealand three years ago, where they now bring in AUD$20 million (€13.7 million) annual revenue for the company and hold 40% market share.
The company is also in discussions in the US and South Africa to launch its brands there.
Menora was founded in 1967, but was bought by Ely Schachna 10 years later. His son Sam joined in 2008, after seven years at KPMG, and took over as chief executive four years later.
In an interview with The Australian, Sam said he was passionate about family business. “For me, family business is and will continue to be the heart and soul of the Australian economy.”
Menora is one of Australia’s biggest privately-owned food marketing and distribution businesses, selling a variety of foods including spices, condiments, oils, confectionary, pasta and soups.