The Consumer Goods Technology 2004 award winner for Product Innovation earned its place in the spotlight not only for its recent success in both recognizing and satisfying a consumer need, but for doing so within a collaborative alliance.
At 135-years-old, the Campbell Soup Company brings in nearly $7 billion in annual sales and touts more than 20 market-leading brands from a diverse product portfolio, which includes everything from the familiar red and white cans to Pepperidge Farm bakery to Godiva chocolate.
It was a sunny, autumn day, perfect driving weather to soak up the picturesque country scenery of Concord, Massachusetts, the locale of this months cover story with Welchs.
In 1869 Dr. Thomas Bramwell Welch inadvertently gave birth to Welch Foods Inc. while discovering the method to make communion wine from unfermented grapes.
According to AMR Research, trade funds investments can account for 15 percent of a consumer goods (CG) company's revenue, and the total spent on advertising, marketing and promotions by CG companies is an estimated $250 billion annually.
In an effort to get closer to its customers, optimize its supply chain and become a low-cost supplier, Diageo North America tapped into a collaborative planning, forecasting and replenishment (CPFR) program with its distributors.
