The Strategy Behind Core Values of a Food Business When I talk to clients about why core values of a food business matter, I share Siggi Hilmarsson’s story. Siggi Hilmarsson had the vision of Siggi’s Dairy. And it defines what values based on health and authenticity can achieve. When he moved to America from Iceland…
B2B Marketing Case Study: Boyd’s Coffee Farmer Brothers’ SKU rationalization and brand portfolio makeover presented a significant challenge and an opportunity to showcase a B2B marketing case study. NewPoint Marketing successfully transformed the strategic branding for the Farmer Brother’s brand, Boyd’s Coffee, demonstrating exceptional marketing expertise in the competitive coffee industry. The team developed a…
Essential Methods for Taking Food Brands to the Next Level: A Food Marketing Company Food manufacturers require high-level marketing to stand out in the in a very competitive marketplace. Companies like NewPoint marketing, a food marketing and strategy firm, create custom plans for the ever-changing food industry. Our goal is to boost sales and grow…
The Essence of Creative Food Branding Creative branding has become the secret ingredient for success in today’s fiercely competitive food industry. For marketing professionals steering food brands, understanding the nuances of creative branding is crucial to carving out a distinctive identity in a saturated market. Creative branding in the food industry goes beyond eye-catching logos…
Food Marketing Strategies: Navigating the New Terrain NewPoint Marketing clients competing in the mega mass market—from Walmart to Target, Amazon, and Kroger—face intense competition. They often utilize advanced food marketing strategies in their Go-to-Market playbook. Moreover, if you’re not at the top of the brand pile, it can be very frustrating. It is not uncommon…
Limited Budget? Not a Good Reason to Skip Brand Research! The Newpoint team once again finds itself at the start of a new packaging project with an all-important question: what steps can we take to ensure the client’s investment will do the job? Of course, one way is to conduct primary market and brand research….
Smart Foodservice Marketing = Smart Growth Strategy Before we talk about smart foodservice marketing, I’d like to talk a little bit about our industry. The most interesting aspect of the food industry is the wide array of sales channels available to a single food company, manufacturer, or processor. That is exactly why the typical NewPoint…
Packaging Strategy to Win on the Retail Shelf: A Guide for Food Brands A little over a year ago, I received an email from the marketing director of a burgeoning organic snack company. “Chris” had a problem that many food brands face: despite having a high-quality product, sales were stagnating, and their team was eager…
Why Your Brand Needs a Robust Food Marketing Campaign The need for a food marketing campaign came up a few weeks ago when the owner of a small artisanal cheese company reached out to NewPoint. Evidently, she was frustrated when she shared that their cheese is amazing but barely staying afloat in this crowded market….
Sustainable, Shelf-Ready Packaging: Revolutionizing Retail A client recently told me they are researching sustainable shelf-ready packaging for a new food product launch. So, as we talked, it became clear that it was less about being trendy and more about wanting to do the right thing with this company. Basically, it’s never been about the box….
To identify and isolate areas for improvement in shopper marketing program strategies and tactics to further your CPG brand growth against set KPIs:
This shopper marketing audit will detail and contrast your CPG brand shopper marketing and messaging versus that of industry standard competitive practices and will include, but not limited to:
Marketing Communication Audit Report
The deliverable will be a white paper with NewPoint Marketing findings and recommendations related to marketing activities in one retail partnership or DMA/market as defined by the client.
Brant brings 20+ years of experience to NewPoint as chief brand communicator and marketing-plan contributor.
Brant’s specialty is bringing an outside, investigative perspective that can feel alternately “rigorous” or “exasperating” depending on your point of view. Yet, he never fails to uncover a business’s unique selling proposition—one which can serve as a brand foundation for marketing that is compelling, creative and “sticky.”
Throughout his career, Brant’s applied his skill set to a broad range of business applications along the food supply-and-service chain. His services have provided vital clarity for all types of operations, from the more conventional food and food equipment manufacturers to the adjacent enterprises that partner with them, such as the Purdue University College of Agriculture.
Food industry marketing expertise—from retail to food-service and food-service equipment— is a natural outcome of having deep knowledge in every facet of a business’ operation. With 10 years in branding and business development, preceded by 15 years in mass media and promotions, Stephanie is an FMI Emerge mentor, holds an executive-level expertise in sales, marketing, media, and production management.
This exceptionally diverse skill set adds value for NewPoint clients by providing a full complement of perspectives on food-industry brand management endeavors.
Wired for a hawkish attention to detail while also maintaining a high-resolution view of the big picture, Stephanie is uniquely able to provide astute branding direction and simultaneously apply the business principles necessary to squeeze more bang out of every marketing buck.
A member of the Forbes Agency Council and quoted in the New York Times, USA Today and Adweek, Patrick Nycz is the author of Moving Your Brand Up the Food Chain: Marketing Strategies to Grow Local and Regional Food Brands. He is an FMI Emerge mentor, an American Advertising Federation’s Silver Medal Award winner, and the Founding President of NewPoint Marketing, a full-service food industry marketing firm focused on food industry brands On a mission to grow.
Patrick’s vision for NewPoint emerged from his team’s success using this proven model for food industry clients and is fueled by NewPoint-funded food buyers and food manufacturers research around tracking consumer, industry, and ongoing food trends.
Since starting her 20-year career in commercial graphic design at one of the foremost catalog retailers in the world, Kristy’s visual branding skills have organically narrowed into the food-industry niche.
In that time, she’s directed graphic identities for snack food and restaurant startups, print materials for multiple agricultural seed companies, display graphics and merchandiser signage for major food-equipment manufacturers and everything in between.
Today, as one of the key brand architects for NewPoint clients, she continues to lead our visual research & development team, always working to find the innovative median between the best practices worth honoring and the accepted rules worth breaking.