Despite the fact that the organic food industry continues to experience rapid growth, operating in the sector today may be more difficult and complex than ever.
This is because tremendous structural shifts in the industry have been taking place, which has forced companies to continually readjust how they are approaching the market.
I recently caught up with Tyler Lowell, Managing Partner at C.A. Fortune, one of the country’s leading full-service consumer products sales and marketing agencies, to get his take on the state of the industry and how organic food companies can best position themselves moving forward.
What has been the driving force in the sales and distribution landscape over the past few years?
One of the prevailing trends in the industry today is consolidation, and this has had a dramatic impact on how companies are approaching their sales and marketing initiatives.
Whether it’s large food conglomerates (General Mills, Conagra, Campbell’s, Hormel, Unilever, etc.) acquiring innovative, trend-forward organic brands, retailers joining forces (Albertsons/Safeway, Amazon/Whole Foods, Kroger/Mariano’s, etc.), national distributors narrowing in on regional players (KeHE/Monterrey, UNFI/Haddon House), or agencies (our space) seeking to build out their territory platform, each sector of the industry is applying keen focus on strategic moves that will position themselves well into the future. Companies cannot afford to be left behind. Read more »