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Amore Foods was a medium size manufacturer producing a range, dried fruits and muesli bars.

Amore products sold nationally through Coles, Woolworths and independent retailers, and had grown strongly on the back of a compelling quality / value proposition.  However with the growing sophistication of private label ranges, Amore suffered from declining market share and was at risk of deletion by its two key customers.

Richard Furphy was appointed by owners merchant bank Kidder Williams to stabilise and re-build the business in preparation for a trade sale.

To differentiate it from the private label focus on price, the Amore brand was re-positioned to highlight its local heritage and responsible sourcing credentials.

Within just a few months, Amore was re-launched as the first Fair Trade certified nut range in Australia with the support of major retailers.   To diversify its sales, a range of single serve products were launched into petrol and convenience channels.

On the back of significantly improved sales and confirmed shelf space, Amore successfully transacted 6 months later.