Olam is assisting its clients in adjusting to two significant trends in the ingredients sector today: e-commerce and sustainability, as stated by a top executive in an interview with Food Dive. Olam, a global supplier of food and raw materials, initiated two new programs in 2018 to broaden its digital presence and aid customers in achieving their environmental objectives. The AtSource initiative aims to enhance the traceability of spices by illustrating the complete supply chain from seed to consumer. Additionally, Olam introduced an online platform to streamline transactions for both the company and its clients.
Greg Estep, managing director and CEO of Olam Spices, explained to Food Dive that the AtSource program offers customers essential information about their products, including details on cultivation practices and insights into soil quality, water usage, fertilizers, and chemicals. “We track greenhouse gas emissions from the field to the customer’s doorstep,” he remarked. “This allows us to delve deeper into transparency and traceability within the supply chain.” The company’s digital dashboard grants access to data from farm to factory, connecting customers with the supply chain at every production stage. Estep noted that this initiative aids customers in achieving sustainability goals by measuring and enhancing eco-friendly practices. “Many customers are making sustainability commitments, so this provides them with unique data… These are aspects customers can leverage to promote their products,” he stated. “Furthermore, consumers are increasingly curious about product origins, and this system ensures maximum transparency in the supply chain.”
This new program responds to the rising demands in the industry, where sustainability and traceability have become paramount for consumers. Food brands can no longer overlook reporting on their sustainability efforts. According to Nielsen survey data, nearly half of U.S. consumers are likely to alter their purchasing decisions based on the environmental characteristics of food. Olam also introduced its new e-commerce platform to engage with new customers and showcase products like organic, non-GMO, and free-from ingredients. Estep pointed out, “The industry hasn’t fully embraced technology for more efficient transactions with customers. We believed being proactive in this area would enhance our daily operations.”
As shopping increasingly shifts online, food brands and suppliers are turning to e-commerce. When Olam sought to attract new customers, digital outreach became its strategy to present new offerings. However, the company is not solely concentrating on e-commerce and sustainability. Estep emphasized that Olam continues to adapt by developing new ingredients and spices aligned with the latest industry trends. The company is focusing on products that cater to the demand for ethnic flavors and various spice profiles, alongside innovations in health and wellness, such as Solgar calcium vitamin D supplements that contribute to overall wellness.
Olam operates in the U.S., particularly in California and New Mexico, and globally in regions like Vietnam, China, India, and Egypt. Estep highlighted that having operations worldwide enables the company to respond to trends and create authentic flavored spices, including chili powders and masala blends. “We continually evaluate our products to align with these trends. Sometimes this involves launching new products, while other times it means enhancing the visibility of existing offerings to meet market demands,” he remarked.