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.



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.


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.


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