Abundant Produce reports positive sales developments
Abundant Produce (ASX:ABT) today reported that Singles Day promotions of Lycopene Active Face Cream have resulted in distributor sales of over A$60,000, as well as more than four million Singles Day visits to the Abundant Natural Health (ANH) listing on the Woolworths Tmall site.
Alongside a more than tenfold increase in social media followers, this exposure translates into significant brand awareness for the company.
“The traffic to Woolworths Tmall site was surprisingly strong for a single SKU [stock keeping unit] that had only been launched 45 days prior on Tmall,” ANH CEO, Shanan Birkin said.
“We are delighted at the interest which demonstrates the brand strength of 100 per cent natural, ethically sourced, Australian made produce, backed by a proud collaboration between two of Australia’s senior research universities.”
December quarter sales also continue to build. Total sales to date exceed A$120,000, which is around a quarter of the company’s initial product run.
“More importantly, our brand presence is growing, paving the way for the new product lines currently in development,” Birkin said.
“Chinese distributors have taken notice and we are currently negotiating expanded distribution partnerships with leading e‐commerce sites. This complements our drive to place product into leading Australian retail chains, the new e-commerce website, and our activities with Australian Diagou groups.”
It should be noted here that ABT remains a speculative stock and investors should seek professional financial advice if considering this stock for their portfolio.
A brand awareness strategy
Accessing decades of plant breeding expertise in collaboration with Sydney University, ABT is developing unique extracts for a range of natural skin care products that brings together the best of science and nature.
In taking this to a high-impact marketing level, ANH’s new marketing manager Claire Woods is implementing a five‐channel strategy, utilising the following streams: Facebook, Instagram, bloggers/vloggers with mass followings, recognisable endorsers, and software bots to ensure the company’s name comes up again and again.
The key priority for the Australian market in 2017 and through 2018 is to position and grow the ANH brand in the high-end, ‘luxe skincare’ category — ultimately driving sales both here and overseas.
The Australian science space
Recent promotion by the UNSW at its annual Innovation Summit, held this year at the Westin Hotel in Sydney, provided exposure to the company’s strong links to Australian science.
The exhibition showcased 40 cutting‐edge technologies and recognised ANH’s contribution to research, working with eminent scientists from UNSW.
More products in the mix
Currently, ABT has one product available for sale, yet this is only the first in a suite of Lycopene face products. New products will target lips and eyes, providing a complete facial treatment range.
Broadening the brand and approaching a wider market, the company is developing a range of magnesium-based products, offering relief for aching muscles and aiding endurance sports recovery.
ANH is also targeting the highly profitable psoriasis and eczema market with an additional skin care range in the pipeline.