Stateside Strategy

Stateside Strategy

Strategic marketing and business development consultant Victor Martino casts an experienced eye over the US packaged food industry, and asks how big food and a new wave of disruptors can compete in one of the world's most important FMCG markets.



Cereal isn’t dead - it just needs better strategy and some ‘snap, crackle and pop’ 17 Oct 2019

just-food's US columnist Victor Martino takes a close look at the US cereal category and suggests ways in which product providers might up their game.


How "cultivated" meat and dairy might succeed 17 Sep 2019

The development of "cultivated" meat, dairy and seafood is gathering steam in the US - as is Big Food's interest in the emerging market. But how might the food go mainstream?


Why food companies shouldn't overlook baby boomers 13 Aug 2019

Younger cohorts like millennials and Gen Z are often the focus of product development and marketing strategies in the US but, Victor Martino writes, don't forget the baby boomers.


How the concept of wellness is changing in the US 11 Jul 2019

What health and wellness means to consumers in the US is evolving and, Victor Martino writes, food companies need to adapt. 


The brave new world of food as medicine 14 Jun 2019

The concept of food as medicine is far from new - but US columnist Victor Martino argues it's back in a big way and major CPGs are taking notice.


The edible upcycling opportunity 3 Jun 2019

Waste is a hot issue taxing minds in food-industry boardrooms. US columnist Victor Martino digs into the growing interest in upcycling - turning food waste into products.


Why sustainability matters for every CPG company 15 May 2019

After a study from NYU Stern and IRI, just-food's US columnist Victor Martino looks at the building business case for sustainability.


Keeping it real amid rise of regenerative agriculture 23 Apr 2019

Amid the growing interest in regenerative agriculture, just-food's US columnist outlines which companies are leading the charge - and has advice for those mulling investment.


How to grow legacy brands 17 Apr 2019

Big Food still rules the roost in most product categories but legacy brand growth has stalled. Our US correspondent Victor Martino looks at how they can get their mojo back.


The age of disruption in an industry turned upside down 19 Mar 2019

just-food's US columnist surveys the rapid transformation in the sector Stateside and argues disruption is now the new normal.


What's the outlook for smart technology in food and drink - just-food FUTURES, volume 5 18 Mar 2019

As consumers become more tech-savvy, smart technology in the home, shop and production facility will continue to change the way we manufacture, order, cook and store food.


What is the outlook for the CBD consumables market in the US? 25 Feb 2019

More foods containing cannabidiol, the cannabis compound that doesn't get you high, are being launched in the US. Demand is rising. How could the CBD consumables market develop?


Will biodiversity become the new organic? 18 Feb 2019

There are signs more actors in the food system are focusing more on biodiversity to try to make their businesses more sustainable. just-food's US columnist Victor Martino explores.


Why direct-to-consumer will become imperative for food companies 10 Jan 2019

just-food's US columnist Victor Martino set outs why food companies should be looking to build a direct-to-consumer business.


From traceability to Trump - predicting the US food mega-trends of 2019 3 Jan 2019

2018 was a year of dynamism and change in the US food industry and 2019 looks like being no different, writes Victor Martino.


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