CHEF RESEARCH PROGRAM FOR
AACO’S WESTHOLME WAGYU TALLOW
THE CHALLENGE
AACo sought to explore and establish the potential of Westholme Wagyu Tallow as a premium, sustainable cooking fat within the foodservice industry. With evolving chef preferences and consumer demand for innovative and sustainable ingredients, AACo needed an informed strategy to introduce Wagyu Tallow as a versatile and valuable addition to menus. The challenge lay in understanding market perceptions, identifying opportunities, and addressing barriers to adoption while positioning the product as a modern and desirable option.
OUR APPROACH
FoodLogic designed and delivered a comprehensive chef research program to provide AACo with the insights and direction required for a successful product introduction.
1. Roundtable Event
Concept and Execution: Organised a roundtable lunch showcasing the versatility of Wagyu Tallow across various culinary applications.
Engaged a curated group of chefs from diverse venues, including fine dining, volume catering, and hotel restaurants, to test and provide feedback on the product.
2. Chef Engagement and Feedback
Conducted guided group discussions post-lunch, gathering qualitative insights on usage preferences, product appeal, and potential barriers.
Explored chef-driven innovation opportunities, including compound butters, flavour infusions, and menu-specific applications.
3. Market Insights and Perception Shaping
Identified key factors influencing adoption, such as sustainability, versatility, and the premium nature of Wagyu Tallow.
Explored the language and branding of the product, recognising the need to reframe "tallow" as a modern and desirable ingredient.
4. Reporting and Recommendations
Delivered an insights-driven report outlining actionable recommendations for product positioning, chef engagement strategies, and optimal packaging formats.
Highlighted the importance of sustainability messaging and the potential to integrate QR codes for additional product and sourcing information.
THE RESULTS
Chef Adoption: 71% of participating chefs expressed interest in incorporating Wagyu Tallow into their menus, citing its versatility, flavour profile, and clean finish as primary drivers.
Market Opportunities: The research revealed strong interest in premium cooking fats and identified butter as the primary competitive product.
Sustainability Appeal: Sustainability was a key motivator, with chefs valuing the nose-to-tail philosophy and AACo’s sustainable farming practices.
Product Development: Recommendations included the creation of compound butters and sustainable packaging formats to align with market expectations.
Strategic Insights: Addressed barriers such as the perception of “tallow” as outdated by suggesting innovative branding and language shifts (e.g., “Wagyu Butter”).
CLIENT TAKEAWAY
FoodLogic’s tailored chef research program provided AACo with actionable insights to position Westholme Wagyu Tallow as a premium, sustainable product for the foodservice sector. By engaging chefs directly and addressing market needs, FoodLogic empowered AACo to confidently move forward with a strategy that aligns with industry trends and consumer preferences.