The Retail Perspective: The Retail Food Buyer Pitch Meeting Recap: The more we know about what food buyers are looking for in a vendor partner, the better we are at helping our clients. We conducted over 25 in-depth retail food buyer interviews and surveyed several thousand more for my book: Moving Your Brand Up the…
The Retail Perspective: The Retail Food Buyer Pitch Meeting Recap: The more we know about what food buyers are looking for in a vendor partner, the better we are at helping our clients. We conducted over 25 in-depth retail food buyer interviews and surveyed several thousand more for my book: Moving Your Brand Up the…
The Retail Perspective: The Retail Food Buyer Pitch Meeting There has never been a more exciting time to be an emerging food brand! Our mantra for our NewPoint clients: Get on the shelf. Stay on the shelf. Grow your market share. That’s why we talk to retail food buyers: they are the 1st gatekeeper to…
As I touched on in my previous blog in the series, Food Brand Pricing is key in maximizing your business. In my last blog, the strategy I brought up focused more on the competition you face. Now, I’m switching gears to focus more on the consumers and maximizing their willingness to pay (WTP). One reason…
When looking for ways to increase profit food business owners often look for shortcuts like a quick coupon campaign, or cutting key ingredients from the recipe, decreasing the quality of their good. These strategies, while possibly increasing the bottom line in short-term, isn’t necessarily sustainable. One thing that remains as the end all be all…
In a time of online shopping and trendy foods, grocery stores need to be able to adapt. Now that shopping can be made convenient in so many different ways, what can grocery stores do to keep up with the times? In the past few years, there has been an effective solution: small-format grocery stores. So,…
Food Buyers Expect Higher Level Presentations First, Let’s be clear, this isn’t a farmer’s market. There’s a difference in selling your product to consumers vs. buyers, so brush up on your retail selling pitch and get your game-plan ready. It’s good to have a general plan for any shows/events you plan to attend throughout the year,…
Good Food Expo – Get On the Shelf: Whole Foods, KeHE & full panel discuss Relaunch a Food Brand stories. I was fortunate to be asked to moderate the “Get On The Shelf” panel at the Good Food Expo held mid-March 2019 at the University of Illinois Chicago west loop campus. The panel was made…
Good Food Expo Get On the Shelf Panel: What Gets You Excited About a New Product? I was fortunate to be asked to moderate the “Get On The Shelf” panel at the Good Food Expo held mid-March 2019 at the University of Illinois Chicago west loop campus. The panel was made up of several food…
Good Food Expo Get On the Shelf Panel: What Are Food Buyers Looking For? That was the first question at the “Get On The Shelf” panel at the Good Food Expo held mid-March 2019 at the University of Illinois Chicago west loop campus. I was invited to act as the moderator for this panel which…
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.