Get on the Shelf. Stay on the Shelf. Grow Market Share.

Is now the time to accelerate growth?

The food industry is on the verge of a revolution, with smaller, local, and regional food brands finding big growth potential. The increasing influence of millennials on consumer tastes, the desire for products produced locally, and a growing mistrust of big food companies open opportunities to small and medium-sized food companies.

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, and external market factors. Additionally, it covers brand development, packaging, brand management, strategic product development, and more. Such details are critical if food brands hope to grow their businesses.

“Natural, organic, local, sustainable, craft, artisan – the market for food is exciting and dynamic – and the market is open to food entrepreneurs with exciting new products/concepts. But, building a local or regional food brand and carving out space in the food store and food service market is a daunting task for anyone, let alone an entrepreneur/small company. In Moving your Brand up the Food Chain, Patrick Nycz has pulled back the curtain on building an exciting and profitable food brand. Loaded with original research and case examples, Nycz takes the food entrepreneur/regional food company through every step of the brand building process in a pragmatic, focused way.”
Jay Akridge, Glenn W. Sample Dean of Agriculture,
Purdue University
“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.
“Through this book, Patrick presents a systematic process that really helps you focus on what’s important for the success of your products and brand allowing you to avoid costly and brand-killing trial and error. Everyone knows it’s important to stand out but you must get on the retail shelf first. This book will guide there and maximize the value of your brand.”
Edward Reidy,
President Happy Apples
“Even after working and being so familiar with Patrick and his marketing team for more than 30 years, it’s still fascinating to see their principles outlined so clearly in this book. It’s like the reverse of applied learning, and it only validates how they have a unique ability to know your business so well, and still surprise you with new ideas. Without question, for anyone in the food-industry who is thinking in terms of a brand launch— rather than a product launch—these pages offer a great recipe.”
Michelle Wibel, CFSP,
President, Nemco Food Equipment
“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
“In the local food-flooded market, voicing your own story is key to standing out in the sea of competing brands. But where do you begin? The first, and often hardest, step is articulating why you do what you do. No one can tell that story better than you, and this book will help. Nycz and his team at NewPoint are veterans at helping companies attain their foundational brand messaging. Moving Your Brand Up the Food Chainis an invaluable compass for orienting your brand and getting it on track.”
Heather Tallman,
Indiana Grown Membership Development Program Manager, Indiana State Department of Agricultur
“It is as if a string of perfect miracles needs to happen for a successful new food product launch. Patrick’s book is laid out in clear detail like a road map to achieve these goals.”
Vince Ligas,
41 Years Retail Meat Industry
“As a former marketer at General Foods, as well as President of a Consumer Retail Package Company, Patrick’s book captures the essence of what regional food companies need to know to be successful marketing, selling and distributing their food products to retailers. Use this book as your constant reference during the entire life cycle of your food product line, and this will insure long term success.”
Barrie Simpson,
Food & Consumer Products President, Retired
“Are you a small regional brand going up against the big guys? Want to expand your distribution and increase your margins? Read this book and learn how with Patrick and his NewPoint team helped double our retail sales 3 years in a row!”
Randy Toleman,
Food Industry Consultant, Past V.P. Sales & Marketing, Mariah Packing Co & Indiana Packers Corp.

Chapter 1: Is Moving Your Brand Up the Food Chain For You?

FREE! Download a sample chapter!

It could be if you answer “yes” to the following questions:

  • Do you sell a food product to retailers and/or food service outlets?
  • Do you ever wonder why the buyer passes on your product and opts for your competitor’s product instead?
  • Are you interested in hearing what grocery merchandising and food service procurement professionals are looking for? Or what is missing from their food supplier partners?

Or, this book could also be for you if you answer “no” to these questions:

  • Are you at your top capacity in terms of food shipments?
  • Does your brand/label own or share the top market share in your local grocery aisle?
  • Do you know why your top customers, including end-line consumers, prefer your product over your competitors?
  • Are you procuring top pricing?
  • Do you understand how to leverage macro and consumer food trends into sales for your product?

Moving Your Brand Up the Food Chain tackles these questions and more. Ultimately, this book is for you if you want to move your brand up the food chain. It’s for when you ask the most significant question: is now the time to accelerate growth? Only you and your team will know.

PURCHASE BOOK

About the Author

moving your brand up the food chain author, Patrick Nyzc

Patrick Nycz, a business owner and author of Moving Your Brand Up the Food Chain, is a contributing member of the Forbes Agency Council and quoted in the New York Times, USA Today, and Adweek.

Patrick is the Founding President of NewPoint Marketing, a full-service food & beverage industry marketing firm.

From retail F&B branding and shopper marketing to foodservice and commercial food equipment, NewPoint lives and breathes the food industry, driving one overarching philosophy for our clients:

Strategy first. Sales always.

Marketing Strategy • Market Research
• Email Marketing • Digital Marketing
• Social Media Marketing • Content Strategy
• Brand Marketing • Growth Marketing
• Packaging Design • Logo Design