Founded in 2004, Braham & Murray Good Hemp is the largest producer of hemp food & drink in Europe.
The company has been harnessing the incredible nutritional properties of hemp seed for over 15 years across a variety of products including hemp oil, milk, flour and protein powders.
A Brief History
Our paths crossed in 2010 when Henry and Glyn (co-founders) had their GOOD Oil listed in Waitrose and were looking to launch a brand new hemp milk alternative onto the market. Not an easy task when the milk alternative category was barely born and hemp was associated in most consumer minds with marijuana. Product Chain were brought on board to manage the sales function and make the plan a reality.
Ways of Working
During our time working together we faced many challenges from supply chain issues to cashflow, all of which we overcame through collaboration, building strong relationships and applying creative thinking.
By 2017 Good Hemp milk had become the fastest growing brand in the very competitive milk alternative category with sales +49%* yoy, share of category +77%* and annual sales reaching almost £2m*. The brand was growing faster than Alpro, Oatly and Rice Dream. [*IRI data w/e 26 March 2017].
In fact over the 8 years partnering with Product Chain, Braham & Murry consumer sales grew by over 500% into a multi-million pound brand with over 4,000 stocking points across the UK including listings with all 5 major supermarkets.
Braham & Murray chose to take sales in-house in 2018 following a management restructure and large investment raise allowing significant growth in resourcing. We are very proud to have been instrumental in helping Braham & Murray get to this stage and are happy to share in their success story.
During my time at Braham & Murray the Product Chain team were a huge support and felt like a natural extension of our own team. I appreciated their honesty and open approach to discussing and resolving challenges that occurred along the way. The client service team were invaluable dealing with day-to-day issues with our retailers freeing up time for the Braham & Murray leadership team to concentrate on more strategic areas of the business. Overall an experienced team offering some great support and insight.
Donna Chappelle, Brand Manager
What did Product Chain deliver?
- Developed and implemented sales strategy across major multiples & wholesale
- Cross category planning
- Managed sales process from introductions to securing listings
- Sales forecasting & analysis
- Pricing & promotional planning
- Managing day-to-day communications with retail customers
- Data analysis to support bids for store extensions & NPD listings
- Negotiated price increases with retail customers
Further Case Studies
From a concept to listings in all 5 major multiples in just 12 months.
We used consumer awareness of plastic pollution to our advantage.
Through a successful long-term partnership we delivered yoy sales growth of up to +65%