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.



US food must be proactive as Biden eyes climate, health agenda 24 Nov 2020

As President Trump accepts a transition should begin for President-elect Biden to take office, we look at what the new administration could mean for the country's food sector.


How to keep the heat under US frozen-food sales 26 Oct 2020

just-food's US columnist Victor Martino looks at how frozen-food manufacturers and brand-owners can continue to drive sales in the wake of the pandemic.


How US brands can exploit shift to at-home consumption 21 Sep 2020

After years of gains for foodservice in the US, Covid-19 has boosted demand for food to eat at-home. How can packaged-food companies protect those gains longer term?


Five imperatives for US food start-ups in the new normal 18 Aug 2020

The disruptor has become the disrupted. Covid-19 has given Big Food a boost and caused caution among US investors and retailers. How should start-ups react?


What CPGs must do as US Covid-19 struggle continues 16 Jul 2020

With Covid-19 cases on the rise in some US states and the country as a whole facing recession, what does that mean for CPG companies? just-food's Victor Martino gives advice.


The five ways CPG companies can navigate US economic uncertainty 19 Jun 2020

just-food's US columnist Victor Martino sets out how CPG companies can steer their way through choppy economic waters.


Don't write off emerging brands amid Big Food's Covid-19 bounce 14 May 2020

Many of Big Food's legacy brands are having their day in the sun in the US, boosted by pantry-loading. But Victor Martino believes challenger brands can still – and will – compete.


Why change is inevitable in the wake of Covid-19 14 Apr 2020

Our US columnist Victor Martino sets out what he sees as the stages of change that will impact the country's food industry – with analysis that will resonate beyond US borders.


US dairy - a need for a major re-think 19 Mar 2020

Our columnist Victor Martino looks at the problems facing the ailing US dairy industry and at its prospects for turning things around.


Pleasure, fun and happiness in food marketing 20 Feb 2020

Our columnist Victor Martino stresses the importance of creating an experience of fun, pleasure and happiness in and around a food brand.


US food companies need to do more on obesity 10 Jan 2020

US columnist Victor Martino kicks off 2020 digging into new forecasts on the rate of obesity in the country. And he has a message for industry.


The US CBD products business needs a sheriff 17 Dec 2019

Our columnist Victor Martino weighs up the uncertainty surrounding CBD products in the US and looks at their prospects for the future after a warning from the regulator, the FDA.


The US food industry in 2020 - the megatrends to watch 19 Nov 2019

Our columnist Victor Martino predicts the six megatrends which will have a marked impact on the US food industry in 2020.


Why food in 2035 won't be hugely different to now 6 Nov 2019

Fresh from an event in San Francisco discussing the future of food, our US columnist gets out his crystal ball - and argues the market in 15 years will look quite similar to now.


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.


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