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.



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.


Riding US frozen food's "fourth wave" 11 Dec 2018

In the US, frozen food is back – and it's riding on a new wave of innovation. Victor Martino documents what he calls the "fourth wave" of frozen food Stateside.


How CPG companies should adapt to "the new consumer experience" 26 Oct 2018

All that's historically been solid in CPG brand marketing is melting into air amid changes in consumer demand, argues just-food's US columnist Victor Martino, who outlines how companies need to react.


The rise of 'stealth small brands' as Big Food fights back 20 Sep 2018

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


How big packaged food companies can create a challenger brand playbook of their own 28 Aug 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?


Why food and tech need to better connect 20 Jul 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 Jun 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.


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