The use of the essential bergamot oil in Lorraine has gone up in the 19th century. The tradition reports that it was introduced in 'Nancy' by King Stanislas Leszcynski, as a perfume. Then 'Bergamote de Nancy' was born in 1850 due to the talent of Jean Frédéric Godefroy Lillich, a confectioner. It mixes the gasoline of bergamot with sugar, which will confer on a candy, thus creating, a characteristic taste. At the end of the 19th century, the creator of 'Bergamote de Nancy' manages to find better flavours for bergamot in ebullient sugar. Then the fame of the candy would not cease growing. The small girls of Stanislas made known this delicacy at the Court of France. Today, its framework of manufacture has extended until the south from Lorraine, and profits from a label certifying its authenticity. Since more than one century, 'Bergamot of Nancy' has become, with macaroons and the quiche, a Lorraine speciality whose reputation exceeds the national borders today.
[...] Possibilities in Australia In Australia, the scenario is a little different, as France and Australia don't have the same economic agreements. But the Australian market is also a good market to penetrate. For example it is the 3rd biggest country in the world in terms of market growth Moreover even if the population consumption ranks 11th globally, it represents nevertheless 4kg400 (more than France to compare)! Marketing of bergamots in this country would be more difficult. In fact, even if French products are well known in Australia, this kind of products is not very popular. [...]
[...] Moreover, as we said, the sale of this product is not seasonal, and is not case related to a festive use, the sale is rather well distributed throughout the year. As tourists are consumers of this product when they come in France, if the product was commercialised in foreign countries, they could consume it on their premises. To export this product in Germany, as the Nancy Bergamot is a French product, it could profit from non-tariff barriers because France and Germany are both in the European Union. [...]
[...] Sales The sales of this product, as opposed to what one could think, is not particularly seasonal, and it is not related to a festive use (Christmas, New Year's Day All the distributors agree that the sale is rather well distributed throughout the year, with the chunk of sales happening at two specific times of the year: before each school terms: indeed, the people who go vacationing with their families during these periods take along this speciality, because it is the only one which has rather long shelf life and which is easily transportable (contrary to macaroons and the quiche); for one period from May until the end of November: indeed, this period corresponds to the tourist period of the area, and tourists are major customers of this product. It should be noted that the local population does not consume Nancy Bergamot in the same volumes as the tourists do. Being a traditional and artisan product, there is no particular label for this product. The majority of the confectioners of Nancy and places in its vicinity market bergamots, just like the regions in Lorraine. [...]
[...] An opportunity resides in the level of the growing confectionery market in Australia. Though it is not renowned for its confectionery consumption, the market constantly develops itself. A threat is the level of competition existing in Australia on this market as we can find American confectioneries, which are not so qualitative but more present in quantity and more visible. Conclusion To conclude, we can say that it would be easier to penetrate the German market than the Australian one. Indeed, France has more economic agreements with Germany and these kinds of products are more known in Germany than in Australia. [...]
[...] There remains three or four artisan confectioners to make the candy; the chunk of the production is made by two or three large houses, which, although artisan, make Bergamot in great quantity and distribute it among all the non-producing confectioneries of the area. Sometimes these confectioners sell them without mentioning that they are not made on the spot. This earns them the ire of the producing craftsmen. Indeed, the houses where Bergamots are produced on the spot sells them at 35 Euros per kilo, whereas the contacted houses producing them on a large scale sell them at 25 Euros per kilo, with a great homogeneity of the prices. [...]
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