Paula Deen Southern Dishes

Background

Gobo has significant experience in developing seafood products as well as a network of relationships in the seafood industry, including value-added product manufacturers. Gobo also has connections to Food Network TV and works with nationally known chefs. In addition, Gobo has demonstrated expertise in developing new food brands and products for national markets.

Opportunity

Paula Deen has national recognition as a television celebrity cook with numerous product endorsements and had not developed her own entrees. Gobo saw an opportunity to propose developing her own brand and line of foods to be sold in club and retail markets. Gobo approached Paula Deen with the concept supported by market research demonstrating potential for the line of products. Gobo's expertise and experience helped make the decision for her to join forces with Gobo. Gobo's track record and fast track approach influenced her decision and a partnership was formed.

Approach Taken

Gobo chose to partner in developing this brand, further demonstrating commitment to strong success. The Gobo team created the brand, sourced ingredients and developed dishes for production based on Paula's recipes and rich flavors found in her Lady and Sons Restaurant in Savannah, Georgia. These first products were launched on QVC television within four months after the contracts were signed. This fast track approach was a deliberate strategy for Gobo to demonstrate capability in taking products from initial concept to market in a time that far exceeds normal pace. Another strategy involved an intense national marketing launch using the largest national food shows such as Food and Wine Festival in South Beach, produced by Food Network Television.

Production problems arose early in the process. The initial crab cake test product did not have the appearance desired. A Gobo project manager quickly intervened in manufacturing to rework production specifications and ensure that the crab cakes looked like the intended high quality handmade product. This timely action in the manufacturing and quality assurance processes demonstrated Gobo's ability to rapidly resolve manufacturing problems.

Outcome

To date this project has succeeded because of Gobo's hands-on attention to every detail. Products have been re-formulated for manufacturing, packaging has been revised in attention to customer requirements and marketing strategies have been fine-tuned. There is now an attractive, high quality seafood product in the market that represents Paula Deen's image and Gobo's expertise in brand development, representation and ownership.

With Paula's eye-catching, flavorful dishes in our own freezers, we can create a special meal in our own kitchens! Or, as Paula has said "from my kitchen to yours"