All articles by Victor Martino

Victor Martino is a US-based marketing and business development consultant, analyst, entrepreneur and writer, specialising in the grocery industry.

Holding firm: the beef paradox in the US

The food industry has long operated on a simple assumption validated by basic economic theory and practice: price increases –…
Five existential questions food company leaders should be asking

Every week seems to bring a new issue demanding the attention of food company executives in the US. If it’s…
The new health-and-wellness paradigm in US food

For years, the consumer-packaged foods industry in the US benefited from relatively coherent health and wellness cycles. The dominant frameworks…
Why tactical moves on price are no substitute for strategy

Major US food companies are starting to reduce prices and increase promotional activity after several years of sustained price increases.…
Canned fruit – a category in decline or structural industry shift?

For years, the canned fruit category in the US has been in steady decline. Consumption has gradually fallen, shelf space…

Kraft Heinz and the structural reckoning facing legacy CPG

For much of the past decade, Kraft Heinz – which earlier this month put its idea to split in two…
Why the new Dietary Guidelines for Americans put packaged foods on notice

For the first time in history, the US Dietary Guidelines for Americans are calling out highly processed foods and added…
Why US corporate enthusiasm matters more than federal pilot for regenerative agriculture

The US government has launched a $700m pilot to provide federal support to regenerative farming – but packaged food companies…
Why 2026 is a reset year for the US food industry

Each year, I take a step back from the daily headlines to look ahead at the major forces likely to…
Asian flavours powering next growth wave in US packaged foods

Walk the aisles of any major grocery store in the US today and you’ll see it. Where ‘Asian’ once meant…