just-food authors and correspondents

Victor Martino

Victor MartinoBiography

just-food columnist Victor Martino is a California-based strategic marketing and business development consultant, analyst, entrepreneur and writer, specialising in the food and grocery industry. He is available for consultation at: victormartino415@gmail.com and www.twitter.com/nsfoodsmemo.

Articles by Victor Martino

PepsiCo evokes small-batch and artisan with Maker Overnight OatsThe rise of 'stealth small brands' as Big Food fights back 20 September 2018

just-food's incisive US columnist Victor Martino is introducing a new term to the CPG lexicon - stealth small brands.

Plum Organics - owned by Campbell Soup Co.How big packaged food companies can create a challenger brand playbook of their own 28 August 2018

Acquiring challenger brands is one thing but how do big food businesses make a success of them when they are integrated into a very different corporate culture? Victor Martino reports.

Why food and tech need to better connect 20 July 2018

The closure of US meal-kit business Chef'd is symptomatic of the challenges in that fledgling sector but, Victor Martino argues, it is also emblematic of an underlying issue in the wider industry - the disconnect between those in the food industry and those working on the technology that is rapidly impacting the market. Here, just-food's US columnist outlines why food and tech need to work more closely together - and how.

Amazon-Whole Foods one year on - what's changed? 13 June 2018

A year since Amazon shook the grocery sector with its acquisition of upmarket US retailer Whole Foods Market, just-food's Stateside columnist Victor Martino weighs up what the deal has meant for the two businesses - and for the wider industry.

Hippeas among upstart brands to have thrived in USBrands still matter in US - but rules of game have changed 15 May 2018

As the US FMCG sector witnesses the biggest change in consumer habits in a generation, some argue brands are becoming less important. However, just-food's US columnist, Victor Martino, begs to differ and sets out how brands can still prosper.

Organic food - what will feed its future growth in the US?Has organic become mainstream in the US? 16 April 2018

Continued progress in the US organic market seems inevitable, Victor Martino writes, but there could be some bumps in the road ahead. In his latest column for just-food, Martino looks at how we got here and at where the category is likely to go next.

Kroger generated US$2bn in sales from Simple Truth organic private-label in 2017Why private-label has reached tipping point in US - and what to do 13 March 2018

The major, branded CPG operators in the US are not only facing a challenge from growing demand for products from upstart, agile competitors tapping into evolving consumer trends. They are also, Victor Martino warns, seeing another front open up from private-label. In his latest column for just-food, Martino outlines which retailers are gaining ground and how brand owners can fight back.

Mintel on US speciality food: The top takeaways from the bellwether US Winter Fancy Food Show 8 February 2018

One of the key dates in the US food-industry calendar, The Winter Fancy Food Show is seen by product developers and trend-watchers as an event where executives can pick up a flavour of what's to come in the sector. just-food's US columnist Victor Martino was there once again.

Halo Top has shaken up super-premium ice-cream segment in USThe challenger brand challenge has just begun 11 January 2018

just-food's US columnist Victor Martino kicks off 2018 with a message all food majors in the US should heed - as, for that matter, should those operating further afield.

The six mega-trends that will shape the US food industry in 2018 2 January 2018

Operating in the US food market? If you thought 2017 was a heady mix of challenge and opportunity, wait for 2018, writes just-food's US columnist Victor Martino, who gives you six mega-trends your business must embrace to thrive over the next 12 months.

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