Member News & Headlines Blog

Move fast. 
Embrace the chaos. 
Be prepared. 
Dare to jump on the bandwagon when something is about to go viral. 
Measure the impact of all your marketing activities. 

Those are some key take aways shared during the panel discussion “The New Rules of Brand Management”. A diverse panel with experts from food companies, communications and marketing agencies, video creators, and law firms exchanged views on the evolving landscape of brand management. Saverio Spontella, Senior Vice President Sales, Marketing & Innovation at Land o’ Frost, stated that “the ‘what’ in Brand Management has not changed, but the ‘how’ has changed significantly.” Ashley Findlay, Senior Director of Brand Marketing at Simple Mills added that, “the fundamentals haven’t changed: you still need to build a brand, articulate what you stand for, and, in the case of food, focus on taste, because that is what customers buy on, for starters.” 

Moving to the ‘how’, panel member Jessica Barrutia, Executive Vice President at Edelman illustrated it with this example: “the Today Show and Oprah used to represent the pinnacle of brand public relations success. Today, when your product appears on these platforms, it signals that the hype has already peaked and the product’s lifecycle is nearing completion”. 

Another important shift is the disappearance of the “linear consumer journey’” as Ashley noted. Content can originate from anywhere, leading to a much faster-paced environment. Sometimes, brands must seize emerging trends and take risks, even if actions are not fully aligned with all relevant departments. Land O’ Frost experienced this when their product appeared on the TV show Succession. The company responded by creating content in a “quick and dirty way,” which was appreciated in social channels and successfully enhanced the brand’s relevance. 

Preparedness and collaboration are essential for responding effectively in this fast-moving era. Tracy Hatfied, CEO of Social Snacks Video explained how her company supports clients by providing a ‘kitchen’ of video footage and clips, tailored to various audiences and showcasing different aspects of their products. With the growing importance of video in marketing, it has become an integral part of the early stages of campaigns. 

Janet Garetto, Intellectual Property Partner & Co-Leader of Food, Beverage and Agribusiness Practice at law firm Nixon Peabody, emphasized the importance of involving legal teams early in the brand development process. Once a brand concept gains traction within a company, it can be difficult to modify it if legal protection issues arise. The essentials for brand protection remain unchanged, but there definitely are some emerging trends such as portfolio refreshes, creating new marks and rebranding to reconnect with audiences. Globalization also raises a new challenge of how to safeguard brands in new markets around the world. 

Given the proliferation of content channels and diverse messaging, collaboration is critical, according to Ashley. If partners such as sales teams, retailers, agencies and PR teams are not aligned and sharing plans, “it can feel like working with one hand tied behind your back.” 

Data and the ability to measure marketing efforts have had a significant impact. Steve Gaither, EVP of Growth and Strategy at 1o8, highlighted that current metrics enable brands to measure expenses and compare data across all sales channels. This connection to specific Return on Investment measures is critically important and a newer tool in the brand manager’s toolkit. Saverio added that this data-driven approach also facilitates clearer discussions with management, as conversion data provide strong support for proposals. 

In summary, having a great brand alone is no longer enough to help your product succeed. It must continually build and demonstrate its relevance. But it is harder than ever to stand out, especially in the food & beverage industry. Effective branding still gives you that extra edge to win. No, brand management is not dead, but some of the tools and techniques historically used to achieve branding goals may now be outdated. But today’s fractured media environment requires new and creative tools to successfully keep your brands relevant and in front of consumers. 

We’re all familiar with traditional fermentation, where microbes naturally transform nutrients to create products like yoghurt, sourdough bread, and beer. But this is really just the beginning. Bioprocessing and precision fermentation processes and technology have the potential to revolutionize how we create food. So, what is it all about?  

Precision Fermentation is a specialized form of bioprocessing that programs microbes to produce specific food ingredients, like proteins, fats, flavoring agents, enzymes as well as non-food ingredients, such as fibers, textiles, and modern polymers. Imagine microbes that create dairy without cows, or egg whites without chickens! This technology offers significant sustainability benefits with the ability to manufacture products with a smaller ecological footprint.  

Though it may sound cutting-edge, the technology first emerged in the 1970s, when it was used to produce insulin. Today, precision fermentation is scaling up with new applications on the horizon. In Illinois, the iFAB Tech Hub and its “Lab to Line” approach play a pivotal role in upscaling bioprocessing, supporting the journey from lab-scale innovations to full-scale manufacturing. iFAB, together with its partners, is setting Illinois up as a key player in the future of precision fermentation. 

If you want to know more, join CFBN at the Partnership Forum on November 14th. More information: https://chicagolandfood.org/event-5855969 

ABCs of Crisis Management.docx

Bad hires - those individuals who are not a good fit for their roles or a company because they lack the necessary skills, don't align with the company culture, or fail to meet performance expectations. I know at least some of you are wincing at the memory of a bad hire you’ve encountered (or been involved with) in the past! It happens more than you think. In fact, according to CareerBuilder, 75% of employers admit they have hired the wrong person at some point.

When an ill-suited individual joins a team that shares common values and behaviors, the negative impact can be significant. These bad hires can impact efficiency, cause deadlines to be missed, and strain relationships as other team members compensate for the underperformer.

When a bad hire joins a cohesive team, it can also compromise team dynamics, communication, collaboration, and trust. This disruption can lead to talented individuals becoming disenchanted, potentially resulting in the loss of key team members and that’s when retention challenges begin.

On June 13, 2024, CFBN partnered with the Contract Packaging Association and held the sold out event  'Charting a Path for Success: Navigating Tomorrow's Technology and its Impact on CPG Manufacturing' , hosted at Frain's Industries.

Ron Puvak, Executive Director at the Contract Packaging Association presented the State of the Industry Report Update.  

Going into the 2023 tax year, Manufacturers and Distributors were left uncertain. However, M&D business owners now have the opportunity to take advantage of the summer months to properly plan for compliance with tax initiatives such as:

• Section 174
• Fixed assets
• Section 263A – UNICAP

Dairy farmers are responsible for some of our favorite nutritious and delicious foods. But did you know they’re also charged with producing those foods in a cow-friendly and environmentally sustainable way? Not everyone is familiar with the U.S. dairy’s commitment to communities and the planet. Many people have questions about the sustainability of dairy farming practices, including manure management and wastewater treatment. If that’s you, keep reading to learn the farming practices used to achieve dairy sustainability across the U.S.

ofi (olam food ingredients), a global leader in food and beverage ingredients, has earned America’s first Rainforest Alliance Certification for its California orchards, setting a new standard for the industry, and continuing to emphasize the importance of sustainability in agricultural practices. This significant milestone underscores the company’s commitment to environmentally sound almond production.

We are excited to announce a significant milestone within our community: the merger of our two esteemed members, Forvis and Mazars. This union has resulted in the creation of Forvis Mazars, a new powerhouse in the professional services industry.

On June 1st, Forvis Mazars officially launched as a new global network formed by these leading firms. Mazars, an international partnership operating in over 100 countries and territories, and FORVIS, a top-ranked firm in the United States, have united to establish this formidable entity

Please give a warm welcome to one of our newest members, executive recruitment specialists, The Sterling Choice. With offices in the UK, the US, and the UAE, we are delighted to have The Sterling Choice team on board to share their breadth of recruitment expertise with our network.

In our dynamic and evolving industry, The Sterling Choice is a recruitment powerhouse. With a team that has worked on both sides of the table, they empathize with the many challenges faced by in-house talent teams, and the nuanced skill required to help them hire and retain great talent.