The "Trade Heroes" series highlights Edmonton region companies who have 'exportitude' — the mindset and commitment to think globally when it comes to their business. It's brought to you by Edmonton Global.
Tanya Zurock founded Wild Prairie Soap Company about 24 years ago when she started making natural soap for her children. Today, the company's growing array of products are available in retail stores across Canada, Japan, and South Korea. And Zurock has no plans to stop there.
"We've got some new product launches coming domestically, maybe for export as well," Zurock said. "We're looking forward to some really great upswing…in 2024."
Part of that upswing could come from further expansion in Asia, where the company has seen success in recent years. Wild Prairie Soap first entered the Japanese market in 2018, and was available in more than 200 stores, but had to pull out during the COVID-19 pandemic as her partners in the country encountered challenges. It has since found a new distributor and is ready to re-enter the market, especially following a successful trade show in Tokyo in February.
"It's an excellent market to enter because its standards are very high," Zurock said. "If you can clear all those hurdles with importing cosmetics in Japan then you know it's much easier to do that in other countries."
Wild Prairie Soap Company has also found success in South Korea, especially with Korean Airlines, where its products are available in the in-flight Sky Shop magazine. Shortly after entering the market in 2021, Zurock said sales in South Korea made up about 20% of the company's revenue. "It was an important piece of growth for us," Zurock said.
The company has encountered its share of challenges in exporting, in particular with making volume pricing attractive to importers, especially with fluctuating input costs. Logistics and the paperwork involved in exporting has also been a challenge, but one that Zurock finds energizing.
Her advice for aspiring exporters is to do your research and leverage all the experts you can find. "You have to see them as your partners and your champions, because without them, it's harder, for sure," Zurock said.
One of the experts that Wild Prairie Soap leveraged was the Trade Accelerator Program. Zurock participated in TAP's first cohort in 2018 and found the experience very helpful. "It really got us focused on the right things," she said. "It helped us build a plan, and allowed us access to some experts who could help."
Travelling to and spending time in the markets you're looking to enter is also key, Zurock said. "If you want to be successful in a market, you've got to go and see it and be prepared to go to that market often to meet with your partners," she said.
Zurock said her company is continually learning about exporting and is excited to see where it can go next, hinting that China could be a future market.
"I've been selling in the Canadian marketplace for almost 25 years, and although it's certainly an important part of what we do, it's kind of exciting to see your products out in the world and in the major cities of the world," Zurock said.
"We're pretty proud to be from Edmonton and to be promoting products from our region and to be a part of that entrepreneurial Edmonton spirit," she said.