Moving Your Brand Up the Food Chain
Marketing Strategies to Grow Local & Regional Food Brands
by Patrick Nycz
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Pub Date Oct 27 2017 | Archive Date Feb 16 2018
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Description
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.
NewPointMarketing.com
MovingYourBrandUpTheFoodChain.com
Advance Praise
"A must-read for local or regional food companies looking to get on – and stay on – the retail shelf and maximize the value of their brand.” Edward Reidy, President, Happy Apples
"A
really great systematic approach to branding with a focus on food &
beverage companies. The retail buyer quotes and perspectives add a very
practical approach to the creating, producing, marketing and selling a product.
Nice job!" Cary
Gutwein, President, Copper Moon Coffee
“I’ve
seen the principles in this book in action! There is no question the marketing
strategies Patrick and NewPoint has guided us through work and have been a big
part of growing our Indiana Kitchen brand over the past decade.” Russell L Yearwood, President,
Indiana Packers Corp.
Available Editions
| EDITION | Paperback |
| ISBN | 9781457559297 |
| PRICE | $24.95 (USD) |
Featured Reviews
Reviewer 446033
Excellent resource book! The book explains the methods to use to penetrate from local to larger markets. Also it contains real life study cases that are well explained and pertinent to the nature of the book. A book that must be in the library of any new entrepreneur.
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