James and Rhys Williamson were looking to ways they could help their customers guarantee produce provenance and increase sales. It resulted in Orijin Plus, a technology platform to help FMCG businesses succeed on a global level, which has launched in Singapore.
James Williamson said their goal was to support brands looking to diversify their customer base and move into international markets.
“Austrade figures show that in 2020, Singapore was Australia's fifth-largest food and beverage export market with a value of $1.3 billion. With the right technological support, Australian brands can diversify their customer base, gain market knowledge, and tap into new revenue potential in Singapore and beyond,” he said.
Williamson explained Singapore was a focus for the pair as they developed Orijin Plus because its strategic location and favourable business environment made it an ideal market for Australian food and drink brands looking to expand their reach into Asia.
“The country is situated in the heart of South-East Asia, making it a gateway to other regional markets. Its world-class infrastructure, including its port and airport facilities, provides a reliable hub for logistics and distribution,” he added.
Also of interest to the Williamsons was Singapore’s diverse society with various subcultures and niches.
Rhys Williamson said, “Influencer marketing is an effective way to target specific demographics and interests. Brands can partner with influencers with a strong following within a particular niche and reach a highly engaged audience. It has become an effective way for brands to drive traffic to their retailers and increase sales.
“Recently, the Orijin Plus team hosted an influencer marketing day in Singapore with our in-country marketing partner Kitty Kat. We brought together a powerhouse of brands and influencers to showcase the platform’s marketing coalition capabilities. With a focus on launching the platform and introducing some of the exciting brands in the Orijin ecosystem, the event was a huge success, with numerous brands and influencers coming together to explore the power of this ground-breaking platform.”
At the heart of Orijin Plus is a blockchain integrity system that provides enhanced visibility, transparency, and security throughout the supply chain.
By utilising the technology, brands can improve their reputation and increase customer loyalty through an innovative loyalty marketing program. The rewards program is an embedded feature of the product authentication completed by end consumers.
“Combining advanced blockchain authentication technology with sticky, high-retention direct consumer relationships, allows brands to build strong consumer relationships and gain valuable insights that can help them succeed in the global marketplace.
“Singaporeans are known to be heavy social media users, with a high percentage of the population actively engaging with various social media platforms. This makes it easier for brands to connect with potential customers through social media and influencer marketing.
“Influencers in Singapore are generally seen as credible sources of information and are trusted by their followers. This makes influencer marketing a powerful tool for building trust and credibility for a brand among potential customers,” James Williamson said.
Early feedback has been encouraging, Natural Raw C founder Scott Mendelsohn said it has “vastly enhanced” the brand’s reach in Singapore. Mendelsohn is also working with the company.
“Having the support of Orijin Plus has vastly enhanced our reach in Singapore. We often enter markets with no access to consumer insights, measurable customer loyalty, and collaborative marketing opportunities. With Orijin Plus our experience has been vastly different and has helped to de-risk our growth plans.”
For the Williamsons, Orijin Plus is a game-changing technology platform that is revolutionising the food and beverage industry, saying its advanced blockchain authentication technology and innovative loyalty marketing program, means brands can amplify their message, increase engagement, and drive measurable results.
