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Packing It Up to Feed Hungry Heartland Families with Corbion

Anderson Partners Food Ingredient Marketing staff with C.J. McClellan, global marketing manager, bakery, at Corbion
Anderson Partners Food Ingredient Marketing with C.J. McClellan, global marketing manager, bakery, at Corbion

Last week, we had the opportunity to volunteer alongside our friends at Corbion as part of the team’s annual Pack It Up for Harvesters event. We joined Corbion at the event last year and were thrilled to contribute again this year.

Since 2011, Corbion employees have provided more than 270,000 meals to Harvesters, a food bank that provides food and related household products to more than 620 emergency food pantries, community kitchens, homeless shelters, children’s homes and other not-for-profit agencies throughout northwestern Missouri and northeastern Kansas.

In addition to our staff, Corbion teamed up with Sosland Publishing and Winco Fireworks, a wholesale fireworks distributor that operates the warehouse adjacent to Corbion’s distribution center in Grandview, Missouri. Together, we packed up more than 10,000 holiday meals for families throughout the Kansas City metro area and beyond. It was inspiring to see so many individuals come together to make a difference.

As food ingredient marketers, we love seeing our clients do their part to help fight hunger in the communities where they live and work as well as across the world. In the U.S. alone, more than 40 million people, including 12 million children and five million seniors, struggle to get enough to eat each day. As a result, companies like Corbion are making conscious efforts to put sustainable practices into action while fostering goodwill among staff.

Taking time out of the busy workweek to help those in need is just one of the many ways food ingredient companies can build customer loyalty, recruit and retain employees, and differentiate their brands from their competition. At the end of the day, it’s about more than making monetary donations. Rather, it’s about engaging and inspiring employees to be part of something bigger — and there’s nothing more rewarding than that.

What type of corporate social engagement efforts does your company deploy? Comment below to share your thoughts on how you inspire your team to pay it forward.

Five Creative Trade Show Display Strategies From IFT18

I had the privilege of attending IFT’s Food Expo this year. As a first timer at the show, I was inspired by all the people, sights and activities taking place. It was a great opportunity to experience the many ways that food ingredient companies take advantage of prominent industry events to help tell their stories and engage with customers.

Below, I dive a little deeper into the top five booth features I found to be the most visually appealing and engaging at IFT18.

1. Packing a Powerful Punch

Having a small space doesn’t mean you can’t get the most out of your trade show graphics. While Bulk by CHO’s booth was small, it had about as much punch as a large booth. The backlit wall was easy to read and had a simple, clean message with shelves to display products – proof that smaller spaces can be just as impacting as larger ones!

Bulk by CHO Trade Show Booth at IFT18

2. Bringing Nature Indoors

I noticed that many companies included natural elements and materials in their displays to help promote messages centered around nature, sustainability and social responsibility. The variety of plants at Tastepoint by IFF certainly caught my attention. Additionally, Ardent Mills’ space included a wooden pergola element, which helped promote its new division, The Annex by Ardent Mills. I also saw companies like Silva International and Blue Marble Biomaterials use wood panels and other building materials to create unique booth designs.

3. Marketing Before the Show

Prior to IFT18, Ingredion sent a direct mail piece offering a free backpack to trade show attendees who stopped by its booth, so of course I had to pay the team a visit at the show. The backpack design, which matched the company’s clean and modern booth design, made an impression as I walked the show floor. Several people even stopped me to ask where I got my backpack! Giveaways like this are always great because they incentivize trade show attendees to stop by your booth and help market your brand.

Ingredion Trade Show Booth at IFT18

4. Engaging Through Interactive Components

Offering engaging activities at your booth can help grab attention and break the ice with visitors. For example, the Bunge Loders Croklaan booth included a chocolate bar taste test, which initiated a conversation between me and an employee working at the booth. Meanwhile, Land O’ Lakes Ingredients had a large interactive screen at the entrance of its booth that brought up various snack-centered flavor trends. DSM organized all its samples around different meals of the day, which made the sampling process less intimidating for such a large space. The booth staff also had small screens that reported various health stats based on skin pigmentation. (See photo of our team member, Jennifer Remsberg, trying it out at the event.)

Interactive booth displays at IFT18

5. Incorporating Handcrafted Looks

Many booth structures also incorporated graphics that had a handcrafted quality look and feel to them, making their spaces seem warm and approachable. For example, Kalsec used its space to create a craft brewery that drew visitors into a bar-like setting with on-tap drinks and snacks featuring various product offerings.

Kalsec Trade Show Booth at IFT18

Overall, I was impressed by the amount of eye-catching booths and interactive displays at IFT18. I highly recommend other food ingredient marketers attend the event in order to stay on top of the latest trends.

Which booth designs made an impression on you? Comment below to share your thoughts.

Trade Show Best Practices: A Guide for Food Ingredient Companies

Food Industry Trade Show

By planning ahead and utilizing the right strategies, you can better allocate your time and resources for food industry trade shows. Learn more >>

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