Culinology - June 2020 - 33
shifted to e-commerce and driving social
engagement online.
"It wasn't our plan, or at least it was not a
top priority originally," Mr. Hamdallah said. "It
happened in the past six or seven weeks."
For each product purchased, a donation
will be made to a health care worker on the
front lines of COVID-19. Ocean Spray also
is partnering with FirstRespondersFirst, an
initiative created by the Harvard T.H. Chan
School of Public Health, Thrive Global and the
CAA Foundation, to provide herbal tonics and
shots to first responders across the country.
While some companies are putting the
brakes on new product development during
and after the COVID-19 crisis, innovation
at Ocean Spray won't be slowing, Mr.
Hamdallah said.
The cooperative has continued testing new
products and gaining insights from homebound consumers during the pandemic. It
is utilizing digital access and tactics to test a
new CBD beverage in Colorado.
"We provide the guidelines, measurements
and tools to help them," Mr. Hamdallah said.
"We're still learning and getting feedback."
Agility and innovation will be critical
for companies looking to meet changing
consumer demands in the wake of the
pandemic, he said.
"For a lot of people, it is one or the
other," he said. "You're either innovating or
you aren't. We never think about an 'and'
answer. Of course, we have to focus on our
supply chain, on our logistics and certain
essentials, but this is also the time to be
asking questions. How should we reframe our
business model or rethink our approach to
the future? The consumer is changing. If you
wait 18 or 24 months to react, you'll be late."
One important change is a greater
emphasis on wellness.
"Now, health is for everybody," Mr.
Hamdallah said. "The challenge for
companies, including us, is how we bring
this health and wellness product to everyday
consumers, to people that live in rural areas
or people who can only afford a $2 product
instead of a $10 product."
Consumers also are zeroing in on quality.
"Now they're asking, 'Help me understand
what you do differently,'" he said. "People are
seeking more information. Because of that,
the word quality is going to be redefined. As
agility and innovation
JUNE 2020 | Culinology |
33
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