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OUR MINDS CAN TAKE

TRADE SPENDING OFF YOURS

I have been managing trade funds for more than 30 years, in house at Quaker and Bayer, and on behalf of many clients of Customer Marketing Group. 

One of the highlights of my year is coming to Natural Products Expo West and seeing all the innovation in consumer packaged goods. It’s been particularly rewarding to see the explosive growth of clients like Clif Bar, Plum Organics and Daiya Foods.

It’s not easy to be profitable in this industry. Consolidated manufacturers with big portfolios can reach into deep pockets for high slotting fees and aggressive discounts to gain distribution and displays at powerful retailers. But consumer demand for clean, organic, sustainable products and authentic, innovative brands continues to grow. Regardless of size, manufacturers who can satisfy these needs and manage their businesses effectively will win.