Suppliers of speciality groceries to UK retail shelves
TL;DR
esma foods was born from the distribution challenges I faced with uncle yoshiro and monarch caviar. We aimed to bring independent food brands to UK retail shelves, creating a distribution company that acted as both supplier and brand curator. Our portfolio included premium snacks, beverages, and specialty items, showcased at major food trade shows and distributed across retailers in London.
background
After realizing that many retail buyers were hesitant to stock niche products directly due to lack of distributor support, I partnered with two friends, Nubar and Alan, to create our own distribution company. Our goal was to establish a distributor that could bring unique, independent food brands from around the world to retail shelves across the UK, simplifying access to high-quality, story-driven products for consumers.
brand ideation
Starting off, we had two brands in our portfolio - Monarch and Uncle Yoshiro. We decided to name our company esma - ES for Etienne Segal, and MA for Manukyan - the surname of my partners. The branding was clean and simple, done in less than an hour.
The vision behind esma was to bridge the gap between small, passionate food brands and the retail market. We wanted to be known not only as a distributor but also as a brand curator, one that introduced products with rich stories, authenticity, and purpose.
We were driven by a simple thesis: launching a new F&B brand and independently securing retail partnerships is challenging. However, by bringing together a collective of unique products, we could more effectively supply retailers and create greater impact.
By helping other brands navigate the distribution landscape, we were also creating a pathway for our own product, Uncle Yoshiro. In essence, we were supporting our growth by supporting others.
portfolio
Every product in our portfolio, from snacks to beverages, was selected for its quality and the dedication of its founders. By bringing these unique products to the UK market, we aimed to support independent brands and cater to consumers searching for distinctive, premium food experiences.
esma offered a diverse range of products, each carefully chosen to stand out on the shelves and connect with consumers. Our portfolio included:
- Snacks: Uncle Yoshiro’s Saketoba, Popcorn Shed, Simply Roasted Crisps, and Arrogant Chicken - high quality snacks that cater to health-conscious consumers.
- Confectionery: Kyoot Chocolate, Milliways Chewing Gum, and Squished Berries - innovative, sustainable treats with clean ingredients and bold flavors.
- Beverages: Organique Energy and Kahwati Capsules - functional and organic sources of energy
- Specialty: Products like Ootopia Olive Oil and Monarch Caviar represented the luxury segment, appealing to gourmet customers and fine dining establishments.
- Grains and Ready Meals: Graci Cereal, LYO Instant Meals, and Grechka Buckwheat - wholesome, convenient options for consumers looking for nutritious pantry staples.
Our catalog included a mix of award-winning, independent brands with unique value propositions, such as sustainably sourced ingredients, innovative flavors, and artisan production methods.
go-to-market
From the experience I had launching uncle yoshiro at the Speciality & Fine Foods Fair in September 2021, we decided to showcase esma at the International Food Event 2022 at ExCeL London. This is the UK’s largest food and drink trade show, attracting F&B brands and buyers from all over the world.
Our friends and family came to support us and even took on some sales roles :)
After a successful event, we hit the ground running and delivered our first orders to 3 Budgens stores in London, a variety of corner shops and a few pubs. For most retailers, account opening was a highly complex, multi-step procedure.
Our initial strategy was to target high-end specialty stores and niche retail locations such as Panzers, Partridges and Japan Centre, which had lower barriers to entry. We would gradually make our way to mainstream supermarkets. This approach allowed us to build brand awareness gradually and establish trust before expanding into larger distribution channels.
Our team worked closely with retail partners to create in-store sampling events and activations, allowing consumers to experience our products firsthand. Apart from solely being a supply partner, we championed the brands we worked with by helping them scale and improve operations, based on our accumulated experience.
The grocery industry is a notoriously tight, low-margin business, so we incentivized retailers to work with us and maintain high volume orders by running a comprehensive rebate program. We also used every chance we got to have our portfolio brands printed in stores’ product catalogues.
operations
We ran esma from the same warehouse in Bermondsey as where Monarch was based. The logistics and distribution of our portfolio was streamlined to ensure a smooth supply chain for our retail partners.
With the growth of our accounts, we invested in specialized storage solutions for different product types and expanded our team to manage the increased demand. By developing a reliable order fulfillment system and ensuring QA at every stage, we provided a seamless experience for our retail clients.
Our operational model emphasized efficiency, adaptability, and customer service. By collaborating with platforms like Too Good To Go, we managed surplus stock and minimized waste, while also reaching environmentally conscious consumers.
We visited many of our brands’ manufacturing grounds, scanned through all the grocery stores in London, and met with countless buyers and store managers to understand the market landscape. By observing consumer preferences firsthand and learning about the latest trends, we gained insights that guided our selection process.
Through this extensive groundwork, we ensured that every product we carried had a compelling story, a strong value proposition, and a clear place in the market.
culmination
Launching esma was a challenging but rewarding journey. Despite initial successes, 2022 brought unforeseen obstacles. The economic impact of Brexit, rising costs, and a shifting market climate made it difficult to maintain profitability.
With the discontinuation of uncle yoshiro, my partners’ interest in esma began to fade. Despite our initial vision and the relationships we had built, the loss of one of our key products made it difficult to sustain momentum.
I continued managing operations on my own, determined to keep esma alive, but eventually, the challenges outweighed the progress. In a few months, I made the tough decision to wind down the business. Although esma didn’t reach its full potential, the journey was invaluable.