Partner up for success
Orkla Foods Norge has produced chilled ready meals according to the Micvac method since 2006. The brand name is Toro and the demand has been growing ever since.
Toro products are developed according to local taste, using tasting panels to discover consumer preference. While the competitors were very traditional, Toro chose to go in a different direction with mild curries and slightly more exotic dishes – but still in keeping with Norwegian taste.
In 2006 the first chilled ready meals were ready. The company experienced a very rapid growth. It was a challenging time, but Micvac was there, too.
“Micvac had the experience of a total solution, they knew what could be achieved and supported us throughout the entire journey,’’ says the Toro Production Manager.
“One thing is to ask a question and get an answer, but that’s not partnership. A partnership is when we can both learn from each other, and that’s the experience we’ve had with Micvac – quite unlike a traditional customer-supplier relationship.’’
Toro launches new products three times per year, sometimes with just one new dish and sometimes with a few. This helps them to stay close to current consumer taste but also to give the consumer variation. This launch strategy has played an important role in their success on the Norwegian market.