Food Entrepreneur - May 12, 2020 - 7

operations in place have a huge built-in
advantage for the next two years," said
James Richardson, PhD, founder of Premium Growth Solutions, a consultancy
for early-stage packaged food brands, and
author of "Ramping Your Brand: How to
Ride the Killer CPG Growth Curve."
In grocery stores, he added, "shoppers
are now in stress mode, not looking for
new things to try. Your options to work the
store are way down."
As consumers remain gripped by fear
and economic instability, brands should
aim to increase sales among its current
shopper base, "converting light users to
heavy users," instead of attempting to
attract new ones, Dr. Richardson said,
adding that "marketing dollars to drive
trial will go down the sink."
"Loyalty marketing is one of the open
channels you have because your current
and repeat customers are going to open
your email, and even if they don't, they're
not offended you sent it," Dr. Richardson
said during a webinar in late March.
Biena Snacks, a Boston-based maker
of roasted chickpeas and puffs, revised
its communications to consumers as the
virus swept in and rattled the country.
"We wanted to make sure our content
May 12, 2020

FORAGER PROJECT

©AZAT VALEEV - STOCK.ADOBE.COM

'We're no longer
having in-person
meetings with buyers for presenting
new products and
new ideas. It's all via
conference call or
web call.'
- Stephen Williamson,
Forager Project

we were putting out was in tune with the
environment," said Poorvi Patodia, founder and CEO. "Basically, we went through all
content on social media and advertising
with a fine-tooth comb."
The brand also began donating product to health care workers and hospitals
in New York through a program called
Founders Give, which by late April had

collected and distributed more than 2
million products from 271 brands, including Chobani and Kind Healthy Snacks.
Like many packaged food companies, Biena Snacks experienced a surge in
sales in March, when shoppers nationwide stockpiled supplies in preparation
for stay-at-home measures to slow the
spread of the illness. The company
provided a transparent dialogue with
retailers, consumers and other stakeholders to explain how it was responding to
the spike in demand.
"We immediately ramped up production of our snacks," Ms. Patodia said. "Our
snacks are produced in multiple plants
and locations around the country, so lots of
communication with the teams on ground
there to understand what policies they
were putting into place to be able to secure
both the production lines inside plants as
well as the employees and team members
that were working to produce our food.
"We increased our production both
in order to meet the surge in demand
but also to build up more of what we call
'safety stock' in case there are outages in
the future. Luckily from an operations and
supply chain and manufacturing standpoint, everyone acted very quickly, at least
Food Business News

7



Food Entrepreneur - May 12, 2020

Table of Contents for the Digital Edition of Food Entrepreneur - May 12, 2020

Food Entrepreneur - May 12, 2020 - 1
Food Entrepreneur - May 12, 2020 - 2
Food Entrepreneur - May 12, 2020 - 3
Food Entrepreneur - May 12, 2020 - 4
Food Entrepreneur - May 12, 2020 - 5
Food Entrepreneur - May 12, 2020 - 6
Food Entrepreneur - May 12, 2020 - 7
Food Entrepreneur - May 12, 2020 - 8
Food Entrepreneur - May 12, 2020 - 9
Food Entrepreneur - May 12, 2020 - 10
Food Entrepreneur - May 12, 2020 - 11
Food Entrepreneur - May 12, 2020 - 12
Food Entrepreneur - May 12, 2020 - 13
Food Entrepreneur - May 12, 2020 - 14
Food Entrepreneur - May 12, 2020 - 15
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