Dynamic Duo – Ingredient Suppliers and Marketers Work Together for Consumer Success

Food ingredient suppliers are gathering this week in Las Vegas for the annual SupplySide West trade show.

And food and beverage marketing teams will be paying attention.

Credit: SupplySide West.

Credit: SupplySide West.

That’s because, in recent years, marketers have realized they can win with food ingredients – if they do it right. Keys include science-based credibility, great taste and mainstream-type products. It’s not easy, but there are wonderful opportunities. Consumers care about what they put in their bodies, more so than ever. They are proactive about what they want to eat and don’t want to eat.

As someone who has worked on the both the ingredient marketing and consumer brand management side of the desk, it’s been interesting to monitor how suppliers and marketers are increasingly coming together. Continue reading