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Eight Tips for Developing a Successful Food Ingredient Marketing Plan

It’s hard to believe it, but 2018 is already coming to an end — and that means it’s time to start developing your marketing plan for next year. To set your team on the right path, it’s important to outline your objectives as well as the marketing strategies (the ways you’re going to achieve your objectives) and tactics (the communication platforms in which you’ll deliver the message/call to action) you and your team need to succeed in the year ahead.

To do this well, your marketing objectives must align with your overall business objectives. Here are eight tips to help you plan your food ingredient marketing communication initiatives for 2019:

  1. Start early and stay informed – It’s never too early to start planning for the year ahead. Staying up to date on the latest trends and consumer insights can also help you better position your company for success in 2019.
  2. Evaluate your competitors – Investing time in understanding where your food ingredient company stands against competitors will give you a positive start to hit the ground running. Consider what your competition is doing and what your team can do differently in order to stand out. Check your competitors’ marketing content, websites and social media channels. Identify your organization’s strengths and weaknesses, adjusting your efforts as needed.
  3. Identify your target audience – A key part of having a strong marketing plan is identifying and understanding the needs of your target audience. You’ll want to make sure your communications align with reaching your target audience in a way that’s engaging and also drives action. Knowing where your current and potential customers are and how to reach them effectively (i.e., where they go to seek information) can help drive your business.
  4. Define the “win” – Set benchmarks and realistic outcomes that will help you meet your marketing objectives. A great example of this is using B2B social media. While it’s great to get retweets and mentions, you want to create content that will help drive traffic to your website. This will create a higher level of engagement and increase potential leads – as long as you’re driving viewers to a page that encourages them to act in a way that’s trackable, such as requesting a sample or contacting your team. If your company is planning an email marketing campaign, establish goals for open and click-through rates. One way to do this is by understanding the industry average and aligning with that. Clearly defining what success looks like can help keep your team focused throughout the year.
  5. Identify tactics – To effectively spread your brand message, you need to use several communication platforms that complement each other, give your brand visibility and allow for a variety of opportunities to engage with your target audience. Shoot for implementing a mix of paid media, public relations, B2B social media marketing, email marketing, trade show sponsorships and sales tools if your budget allows. Make sure to include campaigns around any initiatives for the year, such as new product launches or trade show events.
  6. Set your marketing budget and timeline – Developing a reasonable budget and timeline for executing each tactic will help your team set priorities and meet deadlines, as well as make sure you have everything you need to communicate effectively with your target audience.
  7. Be authentic – Make sure your communications highlight your brand’s personality. Science and technology are the DNA of most food ingredient companies, but the human element (i.e., giving your brand a personality) is what really resonates well with B2B customers.
  8. Get top-down support – Having support throughout your company — from the executive team to sales reps to R&D — is crucial for implementing a successful marketing plan. With their buy-in, you will be more likely to ensure brand authenticity and create real engagement. Be prepared to welcome feedback in order to identify and address challenges early on, if necessary.

Clearly, there’s a lot of work that goes into developing an effective food ingredient marketing plan. Whether tackling the job in-house or soliciting professional expertise, it’s well worth the effort. By starting early and implementing the right strategies and tactics, you will be more likely to position your food ingredient company for success in the year ahead. For more information on developing an integrated food ingredient marketing plan, please contact us.

Recapping the Top Trends from IFT18

Still catching up after the whirlwind of IFT18? As one of the biggest trade shows for our clients and the industry, IFT’s Food Expo is always a great opportunity to witness well-known food ingredient names in action and explore the excitement that surrounds the show. Plus, there are always plenty of delicious samples to try!

Here’s a quick recap of what made an impression on our team (and our taste buds) at the event this year:

Plant-based Proteins

With demand booming for tasty, plant-based proteins, we saw several exhibitors showcase innovative and delicious ideas for applications that pack a powerful protein punch. The Annex by Ardent Mills invited attendees to build their own breakfast bowls with grains processed using its new individually quick frozen (IQF) format and a variety of toppings, such as berries, raisins, nuts and brown sugar. Blue Diamond introduced a new almond protein powder and hosted a taste test that challenged attendees to guess which protein—soy, pea or almond—was featured.

Ardent Mills display at IFT18
Build-your-own breakfast bowls at The Annex by Ardent Mills

A Bevy of Beverages

There was also an increase in the number of beverage samples this year, as ingredient suppliers continue to find new ways to meet consumer demands for unique flavors without all the added sugar. Everything from cold brews—like the brown butter and hickory smoke caramel iced coffee served at Gold Coast Ingredients’ booth—to kombuchas to fruity mixes—like the ones being served at The GNT Group’s booth—could be found to quench your thirst.

Anderson Partners Food Ingredient Marketing at IFT18
Deb Murray and Liz Bloyd enjoying fruity drinks by The GNT Group

Savory Snacking

I’m a sucker for savory snacks, and IFT always features an array of savory snack creations to help keep us fueled throughout the day. Kraft Heinz Ingredients sampled plantain chips seasoned with Monterey Jack and Mozzarella cheese. It’s also tradition to walk the show floor with a box of Carmi Flavors’ popcorn. I opted for the kettle corn again this year, and it was as delicious as I remembered. Similarly, I can’t go to a trade show without sampling Chesapeake Spice Company’s amazing crab cakes—and they did not disappoint!

Kraft Heinz Ingredients' booth at IFT18
Kraft Heinz Ingredients serving up savory snacks at IFT18

“Nu” Innovation

Among the many new products featured at IFT18 was NuBana™ Green Banana Flour from International Agriculture Group. Milled from green bananas that have been peeled and dried, NuBana doesn’t have the sweet taste or smell associated with ripe bananas. What it does have is a smoother texture and higher starch content compared to traditional wheat flour and other grain-based flours, giving it superior binding and adhesive capabilities.

NuBanana team at IFT18
The International Agriculture Group at IFT18

Of course, these were just a few of the many creative innovations shared at IFT18. What innovative solutions or trends caught your attention this year? Comment below to share your thoughts. (For tips on preparing for your next food industry trade show, download our Trade Show Best Practices report.)

Making the Most of Your Investments at Food Industry Trade Shows

The goal of exhibiting at a food industry trade show is to maximize engagement with current and potential customers, but in order to do this, you must have a solid strategy in place. While most of your prep work should be done before the event, there is still work to be done once you arrive on the trade show floor.

The following tips can help you make the most of your time and resources.

  1. Arrive early – Show up a day in advance (or as soon as the show floor opens to exhibitors) to set up your trade show booth and materials. The day of the show, arrive as soon as the floor opens to exhibitors to make sure everything is in place and your staff is prepared.
  2. Be present and approachable – You don’t have a lot of time to make an impact on booth visitors, so make sure your booth design and sales pitch are engaging yet authentic. Focus on the valuable tools and resources you have to offer and how you can help current and potential customers. Additionally, greet all trade show attendees with a smile and welcome them to your booth. Inviting body language and other non-verbal gestures can go a long way.
  3. Identify what’s going on – Keep a copy of the trade show agenda on hand (whether that’s downloading and using the trade show app or having a hard copy of the program) so your team knows what’s happening at all times. This can help you gauge when your booth is likely to experience the most traffic and when things may be slow. If you’re not staffing a booth or have extra team members on hand, attend other trade show sessions and presentations to network and learn more about the latest industry developments.
  4. Befriend the media – It’s important to maintain positive relationships with editors and industry publications by making time for them at the show, as they can help you secure future placement and gain additional exposure. In addition to reaching out in advance via email or media pitch, consider scheduling a time to speak with each contact individually at the show.
  5. Engage in real-time – Pre-scheduling social media content can help save you valuable time at the show, but you will also want to create real-time engagement with attendees and anyone following along from home by sharing live posts with pictures or quotes from keynote speakers at the event. Interactive booth components can also help you increase awareness for your brand and products. For example, our client Ardent Mills recently hosted a #doughthrow (mock pizza-dough-tossing photobooth opportunity) at its 2018 International Pizza Expo booth. By encouraging trade show attendees to share photos interacting with certain elements of the exhibit, Ardent Mills was able to reach more individuals.
  6. Host events – Take advantage of opportunities to interact with customers, prospects and media contacts beyond the trade show floor by hosting events after expo hours. Invite attendees to join you for an offsite happy hour/reception at a local restaurant/bar or consider renting a room or hospitality suite for networking after the show floor closes in the evening. This is another opportunity to have customers/prospects sample foods made with your ingredients and showcase the tools and resources you offer.
  7. Promote thought leaders – Another way to get in front of attendees and to promote your brand is by presenting on a specific topic at the show. If you don’t have time to submit a proposal for an official presentation, consider hosting a mini presentation at your booth. Regardless of how formal it is, it is important to know your audience and tailor your messaging based on who is listening.
  8. Take notes – It can be difficult to remember every conversation you had at a trade show. Most trade shows today have badge scanners or lead generation tools that make it easy for you to track your interactions and exchange contact information. You can also take notes next to each person’s contact information for easier follow-up after the show. If the show doesn’t provide a badge scanner or you are walking the show floor and don’t have the scanner with you, be sure to get your customers’/prospects’ business cards. Once you have their cards, take a second to jot some notes on the back to help you remember the conversations and any follow-ups that need to take place once you’re back in the office.
  9. Stay late – Trade shows can be exhausting, but it’s important to make the most of every minute you have to engage with attendees. By skipping out early, you risk missing out on valuable conversations with current and potential customers and sharing the qualities that make your products or services attractive.

With the right strategies and tools in place, you can better allocate your time and resources for food industry trade shows. Download our trade show best practices report. For more information about developing a clear integrated strategy for trade show marketing, please contact us.

Stay tuned for tips on what to do after a trade show ends.

A Recap of the 2018 IPPE Show

The 2018 International Production and Processing Expo (IPPE) took place this year in Atlanta, Ga., from Jan. 30 to Feb. 1, and brought together more than 30,000 buyers and sellers within the meat and poultry industry. I had the opportunity to attend and walk the show floor for Anderson Partners Food Ingredient Marketing, and got to see some of the industry’s latest products, services and technology.

Here are photos of booths that caught my eye, including those from Arm & Hammer, Cargill, Cobb-VantressCorbion, Oscar Mayer (a Kraft Heinz Company brand), and Morris & Associates.

Arm & Hammer booth at IPPE
Arm & Hammer
Cargill booth at IPPE
Cobb-Vantress booth at IPPE
Corbion booth at IPPE
Oscar Mayer (a Kraft Heinz Company brand) booth at IPPE
Oscar Mayer (a Kraft Heinz Company brand)
Morris & Associates booth at IPPE
Morris & Associates

Did you attend IPPE this year? Comment below with the products, technologies and exhibitor booths that grabbed your attention.

Five Tips for Implementing a Successful B2B Social Media Strategy

B2B social media is an effective communication platform for food ingredient marketers. When implemented as part of an integrated marketing communications plan, B2B social media provides another platform to reach your target audience, which in turn helps build awareness and visibility for your brand. The key is ensuring your content reaches and resonates well with your target audience.

Consider these five tips to communicate and engage with your target audience more effectively through B2B social media.

  1. Know your target audience
    Understand who is responsible for making purchasing decisions for your current and prospective customers, and tailor your messaging to reach and resonate with them based on their unique values and behaviors. You have to look beyond purchasing and communicate with your customers enterprise-wide. Purchase decisions are influenced by a wide range of people throughout the organization, including the marketing team, C-suite executives, R&D and culinary experts.
  2. Distribute information across multiple channels
    Twitter and LinkedIn are effective platforms for B2B food ingredient marketing, but using multiple communication platforms and tactics to affirm your messaging as part of an integrated marketing communications plan only makes it more impactful.
  3. Make your B2B social media content mobile-friendly
    Make sure your B2B social media messages are concise and easily accessible on the go to ensure you are reaching your target audience on the platforms they use most.
  4. Encourage authentic lead generation
    Establishing trust and credibility with millennials—the newest B2B decision makers for food ingredient purchases—through online references and social media reviews/rankings from other B2B social media influencers is essential in growing your business and your brand. Take every opportunity to capitalize on positive feedback and information from social media influencers by repurposing or sharing the content online.
  5. Leverage analytics tools
    Review your social media analytics regularly to better understand what content is most engaging to your target audience. With this information, you can make adjustments as needed to help raise your brand awareness, generate traffic to your website and connect with B2B influencers and decision makers more easily.

With all of that being said, it’s important to remember that there is no magical formula for implementing a successful social media strategy, but the steps above can help point you in the right direction. With a clear understanding of the importance of B2B social media and the values that drive today’s B2B decision makers for food ingredient purchases, you will be one step closer to implementing a successful B2B social media strategy for your company.

For more insight on B2B social media and the impact it can play in food ingredient marketing communications, read part one and two of this three-part blog series:

Millennials: The New B2B Decision Makers in the Food Industry and How to Reach Them Online

As the largest generation in the U.S. labor force, millennials (generally defined as people born between 1980 and the early 2000s) hold a lot of power in the business world. With nearly 73 percent of millennials involved in purchasing decisions for their companies, they have become an important audience for B2B food ingredient marketing—and their coworkers value their insight. More than half of millennials said that people seek them out for their knowledge and opinions, compared with only 35 percent of boomers. By taking the time to observe and engage with this powerful demographic, you will be better equipped to retain current customers and gain new ones.

When it comes to marketing to millennial B2B decision makers, one of the best places to start is social media. After all, it’s where they spend most of their time, and it’s where they go to seek out new information. The following focus areas serve as valuable benchmarks to help you attract, retain and engage with this powerful and influential target audience.


Millennials are different than any other generation. They communicate, make decisions and buy in ways that are unique to their generation. Millennials are also very insightful. They can easily identify when advertisers are giving it to them straight and when they are not. Therefore, it is important to be authentic with your messaging if you want to engage with the new class of B2B decision makers. When possible, share testimonials, case studies, white papers and infographics through B2B social media to establish credibility and value. The more supporting resources and content you have to tell your brand story, the more likely this audience will be to value your brand.


As the most tech-savvy generation in history, millennials are extremely active online. They frequently follow and seek out the opinions of social media influencers almost as much as—if not more than—they do their friends or family. To ensure your messaging reaches and resonates well with this demographic of buyers, consider implementing B2B social media strategies that focus on simple messaging with fresh, timely content that is easy to access. Additionally, adding visual content to your B2B social media communication can help you reach millennial decision makers and deliver relevant information in a convenient format.


As mentioned, millennials—including those with decision-making power—are more likely to be influenced by their peers than advertisers or the media. In fact, 23 percent of older millennials said they are more likely not to purchase or do business with brands that their friends disapprove of, as opposed to only 12 percent of boomers. Millennials are also more likely to turn to social media to share their gratification (and negative feedback) about brands online. By capitalizing on the influence of millennials on social media, you can gain trust and buy-in from today’s B2B decision makers.


Millennials like to connect their actions to social causes. As a result, food ingredient brands that share their sustainable practices, implement mission-driven strategies or publicly give back to their communities are more likely to attract millennial purchasers. In fact, 37 percent say they are willing to pay more for a brand that supports a cause they believe in. As a food ingredient marketer, you have an opportunity to publicize the do-good values of your company. For example, does your organization practice business sustainably and ethically? Consider blogging about it and sharing it on your B2B social media platforms. Has your team participated in some type of community service event recently? Don’t be afraid to post pictures on your company’s social media feeds, and encourage your employees to share the posts across their personal accounts for greater reach and brand recognition.

At the end of the day, millennials want relevant information they can digest quickly, and the easiest way for them to access this information is through B2B social media. By taking steps to ensure your messaging is authentic, convenient (i.e., accessible on the go), credible and purposeful, you will be more likely to attract, retain and engage with the newest generation of B2B decision makers for food ingredient purchases.

The Growth of B2B Social Media in the Food Ingredient Industry

The digital age has forever changed the way B2B food ingredient marketers make purchase decisions and stay up to date on the latest trends. With the number of social media users projected to climb to 2.9 billion by 2020, there has never been a better time to adopt the platform as part of your B2B food ingredient marketing strategy. The key is ensuring your messaging reaches and resonates well with your target audience.

In the first of our three-part series on B2B social media best practices for food ingredient marketers, we will set the stage by discussing the growth of B2B social media in the food ingredient industry. In our second blog, we will explain the role of millennials in the food industry and the tools they use to make informed B2B purchasing decisions. To wrap up the series, we will provide tips for breaking through the noise to drive top-of-mind awareness and customer preference using integrated marketing.

Engaging with Buyers Through Multiple Channels

Driven by new technologies and evolving buyer expectations, the B2B marketing landscape is drastically changing. In 2014, the top two platforms used by B2B food ingredient marketers were LinkedIn and Twitter. While these platforms are still effective, they are not the only options for engaging B2B audiences. Today’s B2B content marketers employ an average of six social media platforms, with LinkedIn, Twitter, Facebook and YouTube ranking among the top. White papers, videos and eBook downloads, which are heavily promoted through social media, also help generate B2B leads, offering an endless gamut of channels for B2B food ingredient marketing.

Hashtags, which originated on Twitter as a way of making it easier for people to find, follow and contribute to conversations, are widely used across multiple platforms today. Strategic food ingredient marketers use hashtags to make their content more discoverable and to share relevant information from other businesses, which in turn allows them to connect with and engage a larger audience.

Shifting from Desktop to Mobile

Another significant change that has occurred in the B2B social media landscape is the shift from desktop to mobile. About two-thirds of the world’s population now has a mobile phone, and more than half of those individuals own smartphones. As more buyers browse the internet using their mobile devices, it becomes increasingly important for B2B food ingredient marketers to ensure the content they generate through social media is mobile-friendly and easily accessible on the go.

Employing Influencers for Authentic Lead Generation

With an abundance of resources available online, it is easy to see why food ingredient buyers are shifting their focus away from “old school” lead generation and instead turning to online recommendations to guide their purchasing decisions. In fact, 76 percent of decision-makers say they prefer recommendations from LinkedIn, making it an ideal network for social selling. In addition, real-time platforms like Twitter provide food ingredient companies with a place to leverage endorsements through word-of-mouth marketing. Meanwhile, research from Twitter shows nearly 40 percent of users have made a purchase as a direct result of an influencer’s tweet. Because of this, many food ingredient companies are reaching out to bloggers and social media influencers to effectively engage with buyers using authentic voices.

Connecting with Customers Through Social Listening

Marketing automation software has also made it easier than ever for food ingredient marketers to generate leads through regular, timely B2B social media content. Today, 68 percent of best-in-class companies use lead scoring (a marketing automation feature) to monitor specific keywords, hashtags and comments, which in turn allows them to provide timely customer support and feedback. In addition to posting regularly on social media, following up on comments and requests from target buyers is now a crucial cornerstone to any successful B2B social media marketing strategy.

Overall, social media has created many new opportunities for food ingredient marketers over the last decade. By incorporating social media into your integrated marketing plan as a way to demonstrate your knowledge and willingness to help, you will be better equipped to reach potential customers and generate B2B sales leads. For more information on how to turn social interest into bottom-line results, stay tuned for part two of this three-part blog series, in which we discuss the newest decision-makers for B2B food ingredient purchases and how to engage with them on social media.

The New Customers for Food Ingredient Suppliers

Millennials are now the largest living generation and will make up fifty percent of the workforce by 2020. The customer landscape is changing with this generation coming of age and food ingredient suppliers are being directly affected. We developed a meta-study which explores millennials as the new customers for food ingredient suppliers. It explains how to communicate and build meaningful relationships with these new millennial B2B customers.

There are numerous research studies regarding millennials as consumers and employees. However, there is very little information about millennials as B2B customers. Due to the lack of information and this fast changing environment, we have compiled this meta-study with correlations from our research surrounding millennials in different aspects of their lives. We have also provided tactics and advice on how to communicate and build business relationships with this generation.

This meta-study gives insight, provides advice and suggests communication tools to accomplish the goal of building these new customer relationships with millennials.

To download your free copy of “The Next Generation of B2B Customers” click here.


Corbion Hires Anderson Partners for B-to-B Marketing Communications Partnership

Corbion has announced the hiring of Anderson Partners Food Ingredient Marketing as their official Agency of Record to help lead their global business-to-business marketing and advertising communications efforts.

Corbion is a leading food ingredients and biobased chemicals company headquartered in Amsterdam, Netherlands. The company is comprised of two lines of business: biobased ingredients and biobased innovations, and these business units are supported company-wide by globally managed R&D, operations and business support functions.

Jennifer Lindsey, senior director of global marketing at Corbion, stated, “We are partnering with Anderson Partners because their level of B-to-B marketing experience in the world of food ingredients and their knowledge of communicating to global audiences will be a tremendous asset to Corbion. We look forward to working with their team to help us accomplish our marketing communications goals as we continue to deliver innovative solutions to our customers.”

Mark Hughes, CEO of Anderson Partners, said, “We appreciate the opportunity to partner with Corbion in their marketing communications efforts and to expanding the relationship we already have with their team. We’re excited to use our B-to-B marketing experience to help Corbion engage with their customers, promote their products as well as their technical services and help them grow their business.”


Corbion is the global market leader in lactic acid, lactic acid derivatives and lactides, and a leading company in emulsifiers, functional enzyme blends, minerals and vitamins. The company delivers high- performance biobased products made from renewable resources and applied in global markets such as bakery, meat, pharmaceuticals and medical devices, home and personal care, packaging, automotive, coatings and adhesives. Their products have a differentiating functionality in all kinds of consumer products worldwide. In 2015, Corbion generated annual sales of €918.3 million and had a workforce of 1,673 FTE. Corbion is listed on Euronext Amsterdam.

2017 Foodservice Trends Roundup

With 2016 coming to a close, and having already looked at consumer food trends, it’s time to look ahead to 2017 and see what trends will be setting the table in foodservice. Similar to the trends we reported on in 2016, 2017 will be more about the customer experience and how their food gets to their plate.



The NPD Group shared what they felt were five key foodservice trends to watch in 2017:

  • A delivery revolution that offers consumers a flexible approach to, and more choices in, how they receive the foods they purchase—whether it’s a speedy delivery service or a takeout-only outlet that complements a traditional sit-down restaurant format.
  • Engaging with consumers through the quality of foods and through a diverse menu of the foods and drinks offered to deliver a high experience that will drive loyalty and make them come back for more.
  • Support of communities by incorporating quality foods from local suppliers. Consumers feel good about supporting their local communities but still have an expectation when it comes to quality that can’t be sacrificed.
  • ‘Healthy choice’ menu options and sensitivity to sourcing, waste and environmental protection will play a big role in foodservice.
  • New twists to classic dishes will be making their way onto menus to appeal to consumers who are creatures of habit but who also appreciate a menu refresh.

According to Baum + Whiteman, restaurants will be shoving animal proteins to the edge of the plate and giving center-of-the-plate attention to vegetables. In this “waste-not” economy, beet greens, chard, turnip greens, mustard greens and carrot tops will become more widespread, and seaweed will gain a wider acceptance. With 26 percent of consumers saying in the past year they’d eat less meat, plant-based proteins will become more prevalent as well. However, despite plant-based protein growth and vegetables being in the spotlight, Baum + Whiteman also noted that there is a growing trend in restaurants with their own butcher shops attached.

With McDonalds moving to the all-day breakfast menu, it has inspired competitors to develop more robust breakfast menu items—in fact, Baum + Whiteman suggests keeping an eye out for more creative breakfast tacos on menus. In addition, Baum + Whiteman said to be on the lookout for innovation in the fast-casual segment, when it comes to new design elements, more alcoholic beverages and the delivery of food to tables or possibly drive-thrus. One of the trends I’m most excited about is the proliferation in new ice cream formats that Baum + Whiteman sees becoming a fad—such as milkshakes topped with insane amounts of cake, cookies, doughnuts, ice cream sandwiches and various candies; ice cream rollups, which are liquid ice cream frozen into crepe-like thinness on a super-cooled metal plate; and decorated shaved ice, soft-serve embedded in cotton candy and ice cream with non-dessert ingredients such as avocado and roasted beets.

It will be exciting to see what new food and drink options will pop up on menus in 2017. Share in the comments below what you hope to see in foodservice next year.


Best Practices for B2B Food Ingredient Marketers

One of the biggest challenges for food ingredient marketers is customer engagement—getting the attention of customers, capturing their interest in your products and services and converting that into sales. To help food ingredient marketers overcome that challenge, our team of experts continually researches the most successful B2B food ingredient marketing communications industry-wide to develop a set of best practices that have proven to be highly effective in generating awareness, creating engagement and building strong sales relationships with key audiences.


We recently published a report that showcases these best practices in action with insights into how they help overcome the challenges of customer engagement. We are firm believers that there is no one silver bullet when it comes to utilizing these best practices. They are most effective when implemented within a strategic, integrated marketing communications plan—as it better positions you to engage with prospects and customers in the environments they’re in and on the communication platforms they’re using.

To download a copy of the report, click here.

Clean Label Remains in the Spotlight

At last year’s IFT trade show, it was clear that clean label was no longer a trend—it was the rule. At the IFT16 Annual Meeting and Expo in Chicago, clean label seemed to be the star of the show and it was evident by the number of ingredient companies offering “simple,” “natural,” “safer” and “cleaner” ingredients.

One of the ingredient companies showcasing its clean-label capabilities was Corbion. The theme of the Corbion booth was “Make it with Corbion.” To “Make it Cleaner,” Corbion showcased a variety of products like its ENSEMBLE™ non-PHO emulsifiers, its clean-label product line of dough conditioners, Pristine®, and its natural solutions for uncured meats, Verdad® Avanta™. Corbion invited attendees each day to listen in on a “Tech Talk” where an expert from their team highlighted a different product and capability to help manufacturers make healthier, safer, fresher and tastier food and beverage applications. In addition to its “Tech Talks,” Corbion also sampled a variety of applications—from non-PHO ice cream to sausages in buns. Based on what I sampled at the booth—Corbion was definitely making those applications tastier, too!


Another ingredient company that featured ingredients around the clean-label “rule” was Land O’Lakes Ingredients. Featured at the Land O’Lakes Ingredients booth was a new dairy seasoning for snack food manufacturers, Thai Chili Ranch, which was a savory blend of rich, flavorful ranch with the tangy sweet taste of Thai chili. To help snack food manufacturers meet the clean-label demand, Thai Chili Ranch is formulated without artificial flavors, PHOs or FD&C colors. In addition to featuring clean-label ingredients, Land O’Lakes Ingredients also hosted a daily presentation at its booth, The Colors We Eat. During the presentation, the Land O’Lakes Ingredients R&D team discussed the challenges facing the dairy powders industry in the move away from artificial colors to more naturally sourced options.


There were several other companies on the trade show floor using clean label as the theme for their booths:

  • Kerry displayed messaging on its booth stating, “We make products that people enjoy and feel better about” and used a whole wall of its booth to highlight its clean-label capabilities.
  • Without using the term “clean label,” Cargill positioned itself at IFT16 as “Improving nutritional profiles to meet consumer demand.”
  • Another company meeting the clean-label demand without using the term “clean label” was Kalsec—promoting its Natural Spice and Herb Flavor Extracts, Colors and Antioxidants.


As more ingredient companies offer clean-label solutions to food and beverage manufacturers and consumer demand is being met, it will be interesting to see what the next trend/consumer demand will be that will become a “rule.”

An Active Voice in Food Ingredients

The Institute of Food Technologists’ (IFT) Annual Meeting and Food Expo is quickly approaching and this year’s event looks to provide a lot of opportunity for those in attendance as more than 1,000 exhibitors and 23,000 professionals from all over the world gather in Chicago. One of the largest food ingredient trade shows of the year, IFT gathers the most prominent names in the industry in one place and offers more than 100 breakout sessions that address and discuss the challenges impacting today’s ever-changing environment.

In the video below, Anderson Partners Food Ingredient Marketing president, Mark Hughes, discusses our involvement in trade associations like IFT, how our involvement keeps us informed of everything affecting the food ingredient industry and how that knowledge impacts the work we deliver to our clients.

Attending IFT this year and want to learn how we can help your company’s marketing communication goals? Click here to schedule a meeting with our team at the show.

Top Trends in Food Ingredient Marketing Communications

Here at Anderson Partners Food Ingredient Marketing, we are constantly pouring through marketing research, studying food ingredient trends and gathering feedback from our clients. This knowledge is the basis behind the blog posts that we share on here. Today we are rounding up our top trends in food ingredient marketing communications. These resources are meant to help other food ingredient marketers as they develop their communications programs.

Food Ingredient Marketing Communications 2

1. B2B Social Media

As more B2C food manufacturers adopt social media into a marketing channel for their products, it provides an opportunity for B2B food ingredient companies to engage with their target audience in new ways. In our three-part series on the social media effect on B2B marketing, we first explore the growth of B2B social media use in the food industry and how social media is influencing B2B food ingredient marketing. In part two of our series, we look at who is utilizing social media in the B2B food ingredient space and how they’re utilizing the various platforms. To wrap up the series we show you an integrated marketing model your company can use to launch and maintain a successful social media presence.

2. Branding for Ingredient Products

Mark Hughes, president of Anderson Partners Food Ingredient Marketing, recently had an extended conversation with FoodNavigators’ Maggie Hennessy on the need for food ingredient suppliers and marketers to tell their brand stories as part of their marketing communications plans. They talked about how the best ingredient marketers create premium positions for their products that differentiate them from their competitors and create value perceptions that let them break through the clutter of other commodity ingredient products.

3. Telling the Food Science Story

The food industry has struggled recently with how to use established food-science knowledge to combat the opinion-based advocacy from media celebrities and food activists such as the Food Babe and Dr. Oz. To help food ingredient marketers deal with this issue, we launched a series of infographics comparing the actual food science to the media-driven opinions around food ingredients like Boneless Lean Beef, GMOs and Azodicarbonamide. Our series concludes with our top five communication tips to use when you have a strong and important food-science story to tell.

4. Using Best Practices

Our portfolio of best practice examples that have been pivotal in successful marketing programs.

What top trends have you noticed in food ingredient marketing communications? Let us know in the comments below.



SNAXPO 2016: Cleaner-label Solutions for Snack Food Manufacturers

SNAXPO 2016 brought 1,500 attendees from around the world to Houston, Tex. on March 19-22 for the annual snack food industry trade show. This year’s conference provided snack food manufacturers the opportunity to explore new and innovative equipment, ingredients, products and services to help them keep up with the consumer trends in the snack market.

In his State of Snacking presentation, Jared Koerten from Euromonitor pointed out that snacking continues to outpace traditional meals in the marketplace as consumers are looking for convenient, on-the-go options that best fit their busy lifestyles. Koerten also mentioned that Euromonitor expects to see continued growth, specifically for savory snacks in the U.S. market.

With the continued growth in snacks, the trade show floor provided a great opportunity for snack food manufacturers to explore new flavors and innovations being offered to help them meet the demands of consumers. The team at McCormick Custom Flavor Solutions presented the 2016 McCormick Flavor Forecast in an education session during the show to highlight on trend flavors, which included flavors that are influenced by Malaysian and Philippine cuisine—specifically ones with heat and tang. In addition, McCormick stated that nutrition persists in the Flavor Forecast in the form of two trends—blends with benefits and alternative pulse proteins.

In addition to the presentations and education sessions, there were a variety of exhibitors that Land O'Lakes Ingredients - Booth Front 3showcased ingredients to meet the demands of consumers—specifically around cleaner labels. Land O’Lakes Ingredients’ team of experts gave a presentation at their booth, The Colors We Eat, which described how FD&C colors have evolved over time and where we are in today’s environment with the consumer demand for natural colors in the foods they eat. In addition to their presentation, Land O’Lakes Ingredients had a taste challenge and invited attendees to sample cheese puffs. One was made with cheese powder that had been formulated with FD&C colors and the other contained a cheese powder made with no FD&C colors. During the challenge, Land O’Lakes Ingredients captured attendee feedback and the results were surprising—attendees had a hard time telling the difference between the two products and actually preferred the taste of the cheese puff formulated without the use of FD&C colors.

Across the trade show floor, DairiConcepts also presented cleaner-label snack seasonings that included product offerings for organic, rBST-Free, non-GMO, gluten-free, reduced sodium and natural colors and flavors. Georgia Pecans showcased how pecans can be used beyond the pie in snack foods as a gluten-free, protein-rich option with their samples of pecan grahams, pecan meat-substitute spring rolls and pecan-coated chicken—which I must say, were all delicious!

Georgia Pecans Booth 4

Overall, SNAXPO 2016 was a great show. It will be interesting to see what next year’s SNAXPO in Georgia will bring—what new trends will be uncovered and what new and exciting innovations and flavors will be available for snack food manufacturers. Who knows, maybe the Fuch’s blimp that stirred up the trade show floor last year will make an appearance again in 2017. Feel free to comment below on what innovations, trends or flavors caught your attention at this year’s SNAXPO and what you’d like to see at next year’s show.

2016 Food & Beverage Industry Trade Show Map

With the start of a new year, comes another round of trade shows and conferences for the food and beverage industry. As a handy reference tool, we’ve created a map that plots out the locations as well as a calendar with quick facts of several of 2016’s most prominent events. Our team will be attending several of these trade shows throughout the year—sharing trends and insights on our blog that we’re seeing from the companies exhibiting and sponsoring events. Let us know which trade shows you’re attending this year and maybe we’ll see you there!

2016 U.S. Food and Beverage Industry Calendar of Major Trade Show Events

2016 Consumer Food Trends Roundup

With 2015 coming to an end, it’s that time to look ahead at what next year’s trends will bring. One thing is certain, consumers seeking food adventures for their taste buds is a trend that is here to stay and is a theme we’re seeing across several trend forecasts.

2016 Consumer Food TrendsIn a recent report from Packaged Facts, in 2016 we can expect to see food preparations that feature bold, spicy and ethnic flavors. When it comes to bold, it’s not just about the exotic Asian flavors—citrus has joined the bold bandwagon along with other tangy flavors like tomatillo and cilantro. In addition to foods with bold flavors, consumers are showing interest in unexpected flavor pairings like vanilla and cardamom, savory and spicy flavors with desserts and confectionary foods.

In looking at the Sterling-Rice Group’s 2016 trends list, the consumer palate will continue to evolve and demand new and adventurous foods. One beverage seeing a revival with start-up brands is Switchels—a drink made with apple cider vinegar, ginger and sweetener. Along with these next generation beverages, we’ll see a resurgence of farmed oysters to meet the demand for sustainable seafood. With millennials showing an increased interest, oyster and raw bars will have a stronger presence in major cities.

According to market researchers at Mintel, alternatives to meat and dairy will be a top consumer priority in 2016. Mintel also predicts consumer demands for ‘less processed’ foods and drinks will continue to force food manufacturers to remove artificial ingredients from their products. With consumers having a better understanding of how diets can affect their appearance and a rising interest in fitness and becoming more active, food manufacturers will be tasked with developing new dishes that have added protein and other nutrients that are vital to building muscle or even muscle repair after exercise.

In Innova Market Insights trend list for 2016, the “clean eating” trend is the overarching theme. This trend is one that has inspired a back-to-basics approach in product development. Innova ranked “organic growth for clear label” as the number one trend for 2016—clear label referring to a greater transparency and focus on simpler products with fewer artificial ingredients and additives. This trend aligns with what Innova labeled as the number four trend, “processing the natural way.” With western consumers increasingly aware of the health benefits of fermented foods, there are newer technologies that may be seen as an alternative to using preservatives in foods.

As we’ve all experienced with trends, some will be more dominant than others. But one thing is for sure, there is a definite shift in consumer behavior that will challenge many food and beverage manufacturers and foodservice operators. It will be interesting to see what will come to the forefront next year in new product innovations and what product developers will bring to the tables to meet consumer demands.

Industry Expert and Thought Leader, Mark Hughes, to Speak at Fi Europe

From Dec. 1-3, the world’s leading food and beverage buyers, R&D, business development and marketing specialists will gather in Paris at the biannual Food Ingredients (Fi) Europe Conference to share the latest developments, key trends and challenges affecting the food and beverage industry.


Conference attendees will have the opportunity to gain insights through specific conference modules—breakout sessions featuring speakers across a variety of industry areas—where they will hear from leading experts on a variety of issues affecting the food industry. Day two of the conference will feature a presentation and panel discussion focusing on the topic of customer and consumer engagement. Industry expert and thought leader, Mark Hughes, president of Anderson Partners Food Ingredient Marketing, will lead off the session by explaining the importance of developing an integrated marketing strategy for B2B ingredient companies. Hughes will also be a part of a panel discussion on ways to improve the reputation of the food industry from both the B2B and B2C perspectives.

You can learn more about Fi Europe and view the complete program of events here. To register for this year’s conference, click here.

Clean Label No Longer Trending—It’s the Rule

At the IFT15 Expo in Chicago, Innova Market Insights said it best, clean label is no longer a trend—it’s the rule. As stated in our “The Simple Trend in Food Ingredients” blog post, 62% of consumers seek foods that are minimally processed and 53% prefer foods and beverages that contain a short list of ingredients. With a high consumer demand for cleaner labels, the food industry is left to respond with product reformulations, new product developments and new communication strategies to keep up with the marketplace.

From natural and organic to no artificial additives and no partially hydrogenated oils, food ingredient companies on the IFT15 expo floor were marketing solutions to help food manufacturers “follow the rule” and clean up the labels on its products. Companies like Naturex and Kalsec used simple statements on their booths—“From Nature to You” and “Cleaner Labels. Clear.”—to grab the attention of and engage food manufacturers who were in attendance at the show.


Land O’Lakes Ingredients was another company that showcased how its ingredients provided a solution and opportunity for product developers to clean up their labels. At IFT15, Land O’Lakes Ingredients launched a new cheese powder, 3-Pepper CheddarChromaTM. At the booth, Land O’Lakes Ingredients used a display card next to the application sample to highlight how 3-Pepper CheddarChroma cheese powder contains no artificial flavoring, no FD&C colors and no added MSG—giving snack food manufacturers a quick snapshot of how Land O’Lakes Ingredients can help them clean up the labels on new product developments and reformulations.

With a consumer demand that shows no signs of going away, the food industry will have to continue to work together to overcome the challenges, and evolve and adapt to the rule—because let’s be honest—being a “rule breaker” in this industry won’t always lead to success in the marketplace.

The “Simple” Trend in Food Ingredients

The food industry is continuing to evolve and we are seeing a rapid growth in companies working to simplify the ingredients in its food products. According to data from the Natural Marketing Institute, 62% of consumers said they seek foods that are minimally processed and 53% prefer foods and beverages that contain a short list of ingredients that are recognizable.

The “Simple” Trend in Food Ingredients

Small- to medium-sized companies started adapting its products to meet the consumer demand and the trend has recently emerged in big food companies. Nestlé and The Hershey Company both announced in February 2015 plans to reformulate products to meet the consumer demand for simpler ingredients. After that, more and more companies have climbed on board. The trend has trickled into the foodservice channel—in the past month, both Panera Bread Co. and Noodles Co. announced plans to “clean up” their menus and just this week, Taco Bell and Pizza Hut both announced their plans to update their menus by the end of 2016 with foods that contain simple ingredients.

The term, simple ingredients, is fairly new in the industry and has transpired from the terms clean label and clear label. Clean label has often been used to describe a label that has a relatively small number of “natural” ingredients and is without artificial flavors, colors or preservatives. Clear label has been used to describe a label that uses only necessary and familiar ingredients with clearer and simpler claims and transparency regarding ingredients.

Simple ingredients will be dictated by consumer education around the foods they are eating. One thing that we know is how big of a role social media and the Internet plays in how consumers stay informed about the products and the ingredients that they are consuming. They have an abundance of information at their fingertips, and as we noted in our series, Food Science vs. Food Babe—Who Controls the Story, the information they are receiving is often misrepresented. One way to prevent consumers from being misinformed is to have a label that provides them with accurate and descriptive language.

Food ingredient marketers can play a large role in helping food manufacturers and foodservice operators provide consumers the information they need around the products they are consuming. Incorporating definitions and labels around each ingredient or formulation being marketed can make labeling finished goods more turnkey for food manufacturers and foodservice operators. Rather than defining a particular ingredient as a preservative, for example, it would be helpful to note the specific function that preservatives have such as “to protect the color” or “to preserve the freshness,” whatever that may be.

While it sounds simple, it’s definitely understood that there is a lot that goes into reformulating products and ensuring the ingredients being used will meet the “simple ingredients” demand set forth by consumers. But, as consumers continue to read and have a better understanding of labels, the trend will be ongoing and will drive what foods are purchased, which will trickle down to the ingredients used to formulate them.

So, as food ingredient marketers, communications around the ingredient products being marketed and defining the benefits of each will be key in helping food manufacturers and foodservice operators stay ahead in the market.


2015 Snack Food Trends

If you’ve read any of the food industry headlines lately, you’ve noticed that snack innovations are on the rise. Snacking has become a big consumer trend that doesn’t appear to be going away anytime soon.

2015 Snack Food Trends Anderson Partners Food Ingredient Marketing

With consumers living busier lifestyles, there is an increase in the overall demand for snacks. Instead of having meals throughout the day, consumers are replacing meals with snacks. According to recent data from IRI Worldwide, about three snacks per day are being consumed. And while indulgent snacking is outpacing healthy snacking, there still continues to be a rise in consumers who seek healthy snacks.

According to FoodNavigator’s Snacking Trend Forum, there seems to be a trend toward “simple options.” Consumers are looking for snacks that have fewer ingredients and are made with ingredients that they recognize. During the forum, Shane Emmett from Health Warrior addressed how packaged foods can overcome the health challenges they face by evolving even further than being better-for-you products to being something that’s actually really good for you.

Aligning desired health claims, keeping up with the clean label trend and giving consumers a snack they can be satisfied with on-the-go can become a puzzling task for some snack food manufacturers. One way for snack food manufacturers to accommodate all of that is by incorporating proteins into its products. According to the Packaged Facts report, “Proteins – Classic, Alternative and Exotic Sources: Culinary Trend Tracking Series,” a majority of consumers agree they are “making a point of getting enough protein” from the foods they are consuming.

From one of our earlier blog posts this year, protein was a “celebrity” at the Natural Products Expo West show in Anaheim. There have been a lot of innovations recently around protein and providing snack food manufacturers ingredients that have high protein content. Ingredients like flax, quinoa, cashew and pea proteins have been making their way into snack foods for quite a while. But there is a new ingredient that’s been getting a lot of buzz—no pun intended—when it comes to snack food innovations and protein inclusion, and that’s cricket flour. Shane Emmett probably said it best in the Snacking Trend Forum when he stated that the cricket flour trend may sound a bit crazy, but given the challenges snack food manufacturers face, who knows, it could be the next big thing.

We’d love to hear your comments below on what you think the next big thing will be in the snack food industry.


SNAXPO 2015 Delivered a Variety of Solutions for Snack Food Manufacturers

Snack food manufacturers and exhibitors from virtually every area of the snacking industry convened in Florida, March 29-31, at the 2015 SNAXPO conference. The conference was a great opportunity for snack food manufacturers to explore new and innovative equipment, ingredients, products and services to help them grow their business and keep up with the seismic shift in the snack market.

The State-of-the-Industry address from Jared Koerten, senior analyst at Euromonitor International, showed the growth in savory snacks, which represents the third-fastest growing category in the snack industry. Much of the growth comes from consumer demand for portable food and snacks as meal replacements. In addition, consumers are also interested in better-for-you snacks as meal replacements, and with their ever-changing palates, it’s becoming a challenge for the snack market to push the boundaries of flavors and ingredients.

LOL Booth 4

At SNAXPO, snack food manufacturers were presented a variety of flavors and ingredients to incorporate into their snack food innovations that delivered various benefits to help meet consumer demand. For example, at the Land O’Lakes Ingredients’ booth, it featured the newest addition to its product portfolio, CheddarChromaTM cheese powder. With the consumer demand for cleaner labels and better-for-you snacks on the rise, this vibrant orange cheese powder raised a few eyebrows with its list of benefits—formulated without the use of FD&C colors, no artificial flavors and no added MSG.

McCormick Flavor Cell

On the other side of the trade show floor, McCormick Custom Flavor Solutions (McCormick) featured its unique and innovative flavor technology, FlavorCellTM. This unique technology delivers a superior flavor experience for snack food manufacturers to give to its consumers. Now, I must admit upfront, I’m a big fan of snacks—more savory than sweet. But after sampling McCormick Custom Flavor Solutions’ Raspberry Pomegranate Chocolate Chunk Cookie, which was formulated using the FlavorCell technology, I was ready to ditch the savory snacks and eat more cookies. Don’t worry, I didn’t. But the flavor impact of the raspberry, pomegranate and chocolate made it very tempting.

Kraft Food Ingredients Sample


To help snack food manufacturers meet the demands of the changing palates of consumers, there was also a wide variety of flavors being sampled from companies like Kraft Food Ingredients, Chesapeake Spice and Symrise, who presented a menu of flavors on the side of the Symrise SnackFusion Flavor Truck.

Fuchs Blimp

But this wouldn’t be a true 2015 SNAXPO recap without mentioning Fuchs innovative way of marketing its brand beyond its booth with the blimp it flew around the trade show floor. The blimp, with its operator following behind below, buzzed around the trade show floor advertising Fuchs booth number, logo and tagline. While it was definitely a creative way to drive traffic to the booth, it did cause quite an uproar among other exhibitors—perhaps because they didn’t think of it first.

I’m definitely looking forward to next year’s SNAXPO and seeing what new ingredient products will surface and how the snack food industry will evolve to keep up with consumer demands. And, there’s a part of me that will be interested in seeing the newest gadget or airborne marketing communication platform used on the trade show floor. Feel free to leave a comment below on what you enjoyed at this year’s SNAXPO and what you look forward to seeing at next year’s show.

Snack Food Industry Coming Together for SNAXPO 2015 in Orlando

From March 28-31, SNAXPO, the world’s largest, most comprehensive trade show devoted exclusively to the international snack food industry, will be taking place in Orlando. This year’s event will feature speakers and educational sessions designed to give snack food professionals a competitive advantage in the rapidly changing marketplace they are faced with today. In addition, attendees will have the opportunity to meet with companies like Land O’Lakes Ingredients, Carmi Flavors and Ingredion to discover some of the latest innovations, products and services being offered.


I will be attending this year’s event and I’m looking forward to seeing what trends are taking shape in the snack food industry and learning more about the hot-button issues affecting the marketplace. If you’re heading to SNAXPO, what are you looking forward to? If you aren’t able to attend this year’s event, be sure to check back after SNAXPO for my roundup report of the show.

Winter Regional IFT Event Recap

I recently attended the IFT Aksarben (IFT-A) winter meeting with my colleague Mark Hughes, and with the large turnout of attendees, it provided us a great opportunity to network and engage with other members. We also participated in the annual Silent Auction—an event where all the proceeds go toward scholarships for outstanding students dedicated to food science and IFT. The silent auction was a success with over 50 items donated from companies like ConAgra Foods, Cargill and Corbion.


In addition to the silent auction, the IFT-A event included two speakers, Drs. Timothy and Deanna Sellnow of the University of Kentucky, both highly esteemed and well-established in their fields. They shared best practices for risk communications as well as strategies to use in the time of a crisis. Their presentation walked us through what they laid out as the IDEA Model: Internalization, Distribution, Explanation and Action.

The discussion covered a lot of the same issues we shared in our Food Science vs. Food Babe—Who Controls the Story series, and the risk communication strategies Drs. Timothy and Deanna provided were very similar to the communication tips we highlighted in our blog post and infographic titled, Top 5 Tips for Fighting the Food Babe and Opinion-driven Activists.

The presentation was a great reminder of the importance of having a communication strategy in place to allow food marketers a way to respond quickly to a crisis and communicate the strong and important food-science story they have to tell.

Connect with Liz Bloyd on Twitter and LinkedIn for the latest updates in food ingredient marketing.

New Website Provides Free Resources for Food Ingredient Marketers

A recently launched website designed around the needs of food ingredient marketing professionals,, aims to help food ingredient companies overcome the challenges of customer engagement. The site provides examples of successful marketing programs that utilize industry best practices—giving visitors strategies and tactics they can utilize within their own marketing plans. It also features a blog devoted to the food ingredient industry, indepth, as well as industry news from a variety of prominent food ingredient publications.


Developed by Anderson Partners Food Ingredient Marketing (APFIM), the site lets marketing professionals gain insights on a variety of topics including: marketing campaigns, trends, industry events and best practices in food ingredient marketing. A portfolio shows best practice examples that have been pivotal in successful marketing programs. Visitors can also search the site for articles and resources they need to help them identify opportunities to increase brand awareness and drive sales.

Mark Hughes, president of APFIM, stated, “With the launch of this new website, our audience can access resources to help them develop effective marketing campaigns aimed at enterprise-wide customer engagement. Having worked with some of the industry’s largest food ingredient companies, we know what matters most to the different B-to-B audiences and how companies can adapt their marketing communication models in an ever-evolving market landscape.”

2015 Consumer Food Trends Roundup

It’s that time of year when we look ahead as to what’s coming in the new year for the food industry. When it comes to the 2015 consumer food trends, consumer palates are continuing to evolve.insideblogAccording to the Supermarket Guru® Phil Lempert, you’ll see a shift in consumer preference in 2015 toward craft foods and fermented foods. Craft foods—typically associated with foods made in small batches with specialized, local ingredients—will be making their way into kitchens as major companies produce these products in larger quantities. Craft foods are not a new phenomenon by any means with craft beer from companies like MillerCoors® and Anheuser-Busch InBev. In 2015, look for this trend to expand into other beverages and foods as millennials; in particular, continue to seek unique tastes and foods with authentic origin stories. In addition to craft foods, 2015 will be the year fermented foods—foods like yogurt, tempeh and sauerkraut—will take center stage. A survey from ConAgra Foods found that nearly 50 percent of Americans have changed their diet to help improve digestion, with nearly 20 percent doing so in the past year.

According to Innova Market Insights, a move from ‘clean’ to ‘clear’ labeling will be a key trend for 2015 as consumers, retailers, industry and regulators push for more transparency in labeling. Another key focus in 2015 will be meeting the needs of the millennial consumer—those that are generally aged between 15 and 35 and who account for about one-third of the global population. Additional trends in 2015, according to Innova, include targeting the demands of the gourmet consumer at home, re-engineering the snacks market for today’s lifestyles and combating obesity with a focus on positive nutrition. Convenience continues to be of interest to consumers as there is ongoing interest in home cooking, which has driven the demand for a greater choice of fresh foods, ingredients for cooking from scratch and a wider use of recipe suggestions by manufacturers and retailers.

Innova also stated that formal mealtimes will continue to decline in popularity as it has seen a growing number of food and drinks that are now considered to be snacks. Quick, healthy foods tend to replace traditional meal occasions, and more snacks are targeted at specific moments of consumption, with different demand influences at different day parts. Consumers, in addition to ingredient suppliers and food producers, will also continue to be on the lookout for the next protein source—whey protein being popular for many years and still growing, while white pulse protein is rapidly emerging and algae protein applications are expected to surface in the future.

In our next blog post, we’ll look at what flavor trends are being forecasted for 2015.


Guest Correspondent Mark Crowell Reports on SupplySide West

From Oct. 6-10, thousands of food and beverage professionals gathered in Las Vegas at the Mandalay Bay Events Center for SupplySide West 2014. This year’s event had the largest show floor featuring more than 1,700 booths, offering more than 10,000 ingredients and services.

This year, we had a guest correspondent, Mark Crowell, principal culinologist from CuliNex. SupplySide WMark Crowellest focuses  largely on ingredients for the supplement market, and the line between food and supplements has been shifting toward food for a number of years. According to Crowell, this was evident at this year’s SupplySide West where many supplement ingredient companies also promoted their products for food uses. Crowell spoke with Hartley Pond, vice president technical sales at FutureCeuticals, and Pond conveyed that, “there is fatigue in the supplement market from too many single active ingredient products having made too many health claims.” This perspective was echoed by Paul Altaffer, chief innovation officer at RFI, LLC. Altaffer stated, “There is almost a retro movement going on in supplements. It is a move away from standardized extracts to more natural, whole food products.”

Altaffer continued, “The three hottest ingredients right now are various forms of turmeric, black garlic and ginger.” These are all clearly food ingredients, but people have been using them in the dietary supplement industry and delivering them as tabs, caps, gels and powders. Both Altaffer and Pond believe the trend toward supplement ingredients being used as food ingredients will strengthen.

Black garlicThanks to Mark Crowell for his report on this year’s SupplySide West. To learn more about his company, CuliNex, visit the website at

Fall Regional IFT Event Full of Flavors

On the evening of Sept. 23, I attended my first IFT Aksarben Section (IFT-A) fall meeting at a local restaurant located here in Omaha, Neb. The event was a great opportunity to socialize and network with others in the food industry from the University of Nebraska-Lincoln and companies like ConAgra Foods, International Spices and DuPont Nutrition and Health.

In addition to networking at the event, IFT-A sponsored a guest speaker from FONA International (FONA). FONA delivered a presentation from their Flavor University®, “Keeping Up with What’s Next,” and engaged the audience in an interactive discussion and sampling of emerging flavor trends.


As part of their presentation, FONA highlighted the new wave of exotic fruits like Huckleberry, which is an up and coming fruit based on FONA’s Flavor Radar®—a flavor-mapping methodology— with a mildly sweet, astringent flavor and is commonly used in jams, preserves and baked goods. Following the new wave of exotic fruits, FONA presented new ingredients and provided samples for the audience to taste, smell and touch as each new ingredient was highlighted onscreen.

One ingredient that stood out to me in the presentation was cupuaçu (pronounced koo-poo-ah-soo). Many of us at the table tasted a flavor profile similar to chocolate. But what caught my attention was how FONA referred to the ingredient as a pharmacy in a fruit. Cupuaçu, from the rain forests in Brazil, provides antioxidants and other benefits to the digestive system. In addition, the theobromides in cupuaçu act like caffeine to provide energy and alertness. Some of its traditional applications include desserts, ice cream, chocolates and beverages like milk and juice.

Other ingredients we sampled were baobab, cherimoya, feijoa, jackfruit, maqui berry and persimmon. FONA has all of these ingredients, including cupuaçu, on their watch list as they see how their uses will be expanded in the future. One thing FONA pointed out was that the availability of some of the ingredients they presented will become a factor as to how quickly they enter the market in the U.S.

FONA did a great job presenting the emerging flavor trends they’re seeing; it will be interesting to watch what new products and applications will be introduced or reformulated with these exotic flavors.

New Website Provides Free Resources for Food Ingredient Marketers

A recently launched website designed around the needs of food ingredient marketing professionals,, aims to help food ingredient companies overcome the challenges of customer engagement. The site provides examples of successful marketing programs that utilize industry best practices—giving visitors strategies and tactics they can utilize within their own marketing plans. It also features a blog devoted to the food ingredient industry, indepth, as well as industry news from a variety of prominent food ingredient publications.

APFIMNewWebsitePressReleaseDeveloped by Anderson Partners Food Ingredient Marketing (APFIM), the site lets marketing professionals gain insights on a variety of topics including: marketing campaigns, trends, industry events and best practices in food ingredient marketing. A portfolio shows best practice examples that have been pivotal in successful marketing programs. Visitors can also search the site for articles and resources they need to help them identify opportunities to increase brand awareness and drive sales.

Mark Hughes, president of APFIM, stated, “With the launch of this new website, our audience can access resources to help them develop effective marketing campaigns aimed at enterprise-wide customer engagement. Having worked with some of the industry’s largest food ingredient companies, we know what matters most to the different B-to-B audiences and how companies can adapt their marketing communication models in an ever-evolving market landscape.”

Ingredient Suppliers Have a Brand Story to Tell, Too

Our industry expert, Mark Hughes, recently spoke to Maggie Hennessy from FoodNavigator-USA and provided his insights for an article about industry best practices in food ingredient marketing. The article, Anderson Partners: Ingredient Suppliers Have a Brand Story to Tell, Too, presents effective branding and marketing opportunities for food ingredient companies to adapt into their marketing communication platforms that will help them demonstrate the value of their ingredients in their customers finished products.

Chiquita Sample Packaing             m_82_pf_open_white 048

From industry best practices such as branded sample packaging, featuring ingredient applications, growing an internet footprint and enterprise-wide communications, the article highlights the importance of delivering your brand story and maintaining visibility in as many venues as possible to reach your audience and increase marketplace success.

Mark Hughes will be speaking more to this topic in a workshop titled, Best Practices in Food Ingredient Marketing Communications in London at the Fi Global Summit on Sept. 23.

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