How Cape Herb & Spice Met Targeted Retailers in 2 days

Cape Herb & Spices

Spices and teas


The Company

Based in South Africa, Cape Herb & Spice offers a wide range of spice blends, spices, and teas. They are specialized in private label exports and maintain the highest international standards including BRC and IFS. With over 25 years of experience, Cape Herb & Spice is already a reliable partner to many of the top retailers across the globe and provides excellent customer service by adapting to the ever-changing needs of the industry.

Learn more about Cape Herb & Spice here.

The Challenge

In 2019, Cape Herb & Spice’s goal was to expand their distribution of delicious spices across the globe. They were looking for all types of new retailers from large supermarkets to speciality stores. However, speaking to the right buyers at the right time was challenging, and building relationships with buyers was a long-term, time-consuming process. Cape Herb & Spice was ready for a way to get in contact with buyers more effectively.

The Strategy

Cape Herb & Spice identified several strategies to overcome their challenges and get in front of the right buyers. One key decision Cape Herb & Spice made was to partner with Wabel, a company that puts suppliers in contact with head buyers of retail groups. Together, Cape Herb & Spice and Wabel carried out the following plan:

1. Identify target prospects

Wabel took on the responsibility of finding ideal retailers for Cape Herb & Spice. Out of the hundreds of buyers in the Wabel community, Wabel was able to narrow down the best-fit groups for Cape Herb & Spice based on their needs. They ended up identifying 12 retailers, which included retailers in the target locations and most importantly, retailers that had already expressed interest in quality spices.

2. Set up a meeting with the decision-maker

Next, Wabel arranged times for Cape Herb & Spice to meet with the head buyers and decision-makers of these key retailers. Wabel was able to schedule meetings with all of their 12 targeted groups within 2 days at the upcoming Wabel Grocery Summit. Weeks in advance, Cape Herb & Spice was notified about which retailers they were matched with so they could prepare a pitch and an offer for each buyer.

3. Meet buyers face-to-face

At the Wabel Grocery Summit, Cape Herb & Spice met individually with each of their target retailers including Giant Eagle, Bidfood NL, Maxima and many others. The 1-on-1 meetings were 30-minutes each, allowing buyers to see the spices for themselves and discuss the terms of a potential partnership. Outside of their B2B meetings, Cape Herb & Spice was able to display their products to all the other attending grocery buyers.

Results & Future Plans

Cape Herb & Spice is seeing positive results from the Summit. The 30-minute meetings gave them solid relational foundations with their prospects, which made it easier to continue contact in the following weeks. They also continue getting exposure all year around from the 1,000+ buyers on the Wabel platform.

“Wabel really facilitated the whole process of meeting buyers. The focused meetings gave us the environment we needed to effectively sell our products.”

Paul Jibson, Cape Herb & Spice CEO

Over the next year, Cape Herb & Spice plans to continue towards their goal to share their delicious spices with the world. If you are a buyer interested in Cape Herb & Spice’s products, contact us for more information.

If you are a supplier and would like to meet buyers during private B2B meetings, register now for one of our upcoming summits.