Fabula take the Russian market by storm

Having completed their first order in 2006, Fabula has rapidly become one of the leading fruit and vegetable traders in the North-West of Russia, competing with top local and international suppliers.

The Russian market is very diverse - from sophisticated exclusiveness to old-style mind-set approaches. "We see our mission in evolving the market and culture of consumption, and we do that through developing innovative strategies, as well as educating retailers and consumers. We put our efforts into fostering the market of exotics: we realize complex scenarios on changing the perception of exotics, making it common and affordable product for the majority of population," explains Ms. Vlada from the company.

While others continued to supply products in original packaging, Fabula was the first company in Russia to introduce private labels. Moreover, they were the first to use the local language in all packaging variants and provide interesting facts and cookery recommendations for their products, this was done under the Exotic People brand.

Exotic People never stand still - they explore new heights! The development of the Exotic People brand gained momentum so rapidly that from an unknown product it became one in popular demand in the blink of an eye. This was achieved by in-depth market studies and consumer mapping which gave a platform to create the well-balanced brand which meets consumer expectations.

Fabula arrange support for the produce in the sales area - with marketing activities, and consumer events, such as exotics tasting etc. This results in increasing consumer awareness of the product and thus diversify the demand.

"We do realize that our sole effort is not enough to shift the trend - therefore, we are also working on educating retail staff. We share our experience and expertise at retail chains workshops, issue print materials on exotic products, arrange master-classes and invite world-famous professionals. Thus, in April 2012 we arranged a day of exotics for one of our clients' personnel, where our guest star - Nigel West, CEO Total Exotics Europe, updated the audience on the latest trends and gave insight into the world of exotics," explained Ms Vlada.

"We do this because we believe that the more knowledge the retail staff has - the more educated the consumers get."

The current perception and attitude of consumers is curiosity. And curiosity means intention to discover and openness to new images and sensational experiences.

Vlada believes all of these activities form a very positive perception that stays with consumer and brings him/her back to the counter to get another touch of exotic reality.

She concludes by saying, "FABULa - is all about 'FABULous'! Fabulous brands, fabulous innovations, fabulous cooperation, fabulous results!

For more information:
Fabula Group
T/F: +7 812 677 08 03
Email: tsareva.vlada@fabulagroup.com

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