One of the first things Chef Joe remarked on to Sue when he came to Australia was the amazing fresh produce available here. “He had an outstanding career in Europe and continued cheffing here as he wanted to understand how Australians like to eat,” says Sue. “The excitement was in discovering new ingredients and flavours.” That passion for flavour has translated into herb and spice blends designed to transform the standard meat and three veg into an exciting meal to share with friends and family.
Often a little flavour goes a long way, whether you’re stir frying chicken with a spicy Szechuan mix or adding a tangy crust to slices of steak with a Jackaroo Dukkha (linseed, black mustard and lemon myrtle). As Sue tells it, one of the things she loves about Gourmet Morsels is its ability to evolve to meet the trends of the moment, as well as the family favourites, because spices are easy to mix into neat, convenient packages.
“Our business hasn’t been affected by the economy being in a bit of a downturn because we offer a convenient and affordable way to enjoy gourmet food,” she explains. “Part of our marketing strategy is to offer free delivery, because when we developed our pricing we factored that in. I think it’s a good point of difference and our customers appreciate the fact they can hop onto a website and buy something without having to think about delivery charges.”
Sue says she’s had a lot of help from her Australia Post account manager in Hoppers Crossing Business Hub, Jen O’Callaghan, on packaging products and managing deliveries: “When a small business first starts there’s a lot to learn, such as how to make packaging cost-effective. With Jen’s advice we designed all of our products to neatly fit into Australia Post parcels, so our postage costs are easier to manage. Plus, we’re doing bulk orders, so discounted postal rates mean I can offer free or flat rate delivery to my customers.”
Gourmet Morsels sends around 3000 small packages per year via standard post to domestic customers, while the larger, mainly commercial orders are fulfilled via Express Post or StarTrack: “Tracking numbers and expected delivery times meet their ‘must have now’ expectations for delivery,” says Sue, adding that she’s now using StarTrack more frequently as her business has expanded to supply supermarkets.
“Our first big order was for 10,000 of our Funky Dinner Boxes, which StarTrack delivered on six pallets. Since then we’ve been trialling our products in 20 Coles and we’ve had 100% success rate with our deliveries.
“Customers expect flawless, fast, cost-effective service, so manufacturers need to provide delivery logistics that match our fast paced world. In my opinion, innovation is and always will be the key to business growth and sustainability.”
The whole package
Gourmet Morsels’ environmental ethos includes a commitment to minimising packaging: “We developed beautiful packs in a range of sizes to fit perfectly into existing Australia Post envelopes and boxes, so they’re safe and cost-effective to post,” explains Sue. “So our 70 gram pack fits into a normal envelope; the 140 gram pack fits into the next sized-up envelope; and multipacks neatly fit inside the cartons without any padding.”