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 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.


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.


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