Tim McCreery, director of sales planning & category management at the Milnot Company, has announced the launch of a collaborative marketing programme for the Beech-Nut Baby Food brand. This programme provides Beech-Nut retailers with a variety of baby category marketing/club programmes that aim to increase market share while strengthening the relationship between Beech-Nut and its retailers. Beech-Nut said that the initiative is designed to provide the retailer with a marketing programme that increases category sales by offering customers an incentive to shop in their baby aisle.