MOVING YOUR BRAND UP THE FOOD CHAIN
The food industry is on the verge of a revolution, with smaller, local and regional food brands ﬁnding big potential for growth. The increasing inﬂuence of millennials on consumer tastes, the desire for products produced locally, and mistrust of big food companies open opportunities to small and medium-sized food companies.
An experienced consumer packages goods marketer and his team have created a book to help navigate the looming volatility in the food industry. For instance, the U.S. Department of Agriculture predicts that the sales of locally produced foods, which reached $12 billion in 2014, will soar to $20 billion by 2019. A 2015 study by the Food Marketing Institute and the Grocery Manufacturers Association found that smaller and private food brand manufacturers grew 4 percent vs. the 25 biggest U.S. food and beverage manufacturers, who grew 1 percent between 2009 and 2013.
Moving Your Brand Up the Food Chain offers practical tips to help local, small and emerging food brands compete against the big brands to grow their market share. Interviews and survey answers from industry professionals provide invaluable information. The book covers the retail buyer’s perspective, marketing, external market factors, brand development, packaging, brand management, strategic product development, and more. Such details are critical if local, smaller or regional food brands hope to grow their businesses and move up the food chain.
Patrick Nycz, a business owner and author, is a well-known expert on consumer packaged goods—launching and managing successful brands in everything from toys and games to ofﬁce supplies, hardware and food. He owns NewPoint, a full-service marketing agency that focuses on marketing strategies for emerging food brands. Patrick and his team, who have more than 45 years of experience helping bring success to food production and distribution companies, collaborate on data and research to create creative business-growth strategies. The author and his wife, Cindy, have two sons.