Supermarket Perimeter - December 2021 - 30

Bakery: Consumer demand 101
Building partnerships
With demands coming from all sides, trust and relationship building
are key for both instore bakeries and their suppliers to succeed. Bakery
customers are collaborating with their suppliers and sales reps to
discuss what's working and offer troubleshooting tips and innovations
to meet consumer demand.
Dawn Foods, Jackson, Mich., sees this relationship as something
more than the exchange of products. The company leverages its bakery
expertise, in-depth consumer insights and data-driven research to
ensure instore bakeries reach their core customers. Guests visiting
Dawn's Innovation Studio can attend training sessions, receive
customized operational consulting, see new product development and
receive consumer insights and trends information.
Dana Sosnowski, trade marketing manager, supermarket channel
for Dawn Foods, shares four tips to create a better instore bakery
consumer experience: 1) Get to know your customers and their unique
needs. 2) Make the bakery employees experts by offering tips and tricks
to improve offerings and operational efficiency. 3) Identify ways to
measure success to demonstrate profitability for the customer. 4) Add
value by collaborating with the supplier to best display products and
make packaging stand out.
Located near its corporate headquarters in Minneapolis, Cargill's
Food Innovation Center houses its best scientists under one roof. This
includes a Certified Master Baker, experts in the ingredient space and
a wide range of bakery equipment all available to help customers.
Additionally, its IngredienTracker consumer research gauges consumer
perceptions of more than 300 food ingredients.
" We found that by working collaboratively, we can accelerate our
customers' R&D efforts, helping them reach solutions quickly, " said
McKenna Mills, senior technical services specialist for bakery, Cargill.
While it's not always possible to work side-by-side in the lab, Cargill's
customers can also send projects to its application scientists who can
directly mimic conditions in their facility, saving weeks or months of
development time. This includes support for smaller customers who
30 - DECEMBER 2021
might not have the in-house equipment to run small-scale trials.
Saving time and money also can come through an investment
in bakery packaging that's sustainable and recyclable. In
acknowledgement of the growing consumer trend of sustainability, TC
Transcontinental Packaging established the ASTRA Center (Art, Science
and Technology Research & Applications Center) in Menasha, Wis.,
to continually develop innovative packaging that meets the evolving
environmental concerns of the consumer.
" Bakeries can communicate the sustainability attributes of their
packaging through on-package information, " Lichtman said. " Brands can
effectively share their sustainability commitments right on the package
itself. They can also implement the How2Recycle Program, which
provides a label on the package that clearly indicates the recyclability of
the package and conveys how to recycle it to the consumer. "
A two-way relationship
With an eye toward a future emphasizing innovation and sustainability,
Sosnowski predicts personalization and customization will continue to
be critical elements in the supplier and instore bakery relationship. This
will be particularly true as consumers re-evaluate value beyond prices.
Mintel, Chicago, found re-defining quality includes new definitions
of " trust, " " quality " and " essential, " offering new opportunities to offer
moments of comfort and support. Research from The Center for
Food Integrity (CFI), Gladstone, Mo., shows consumers today evaluate
those responsible for growing, raising, producing and supplying their
food on a growing list of attributes - safety, sustainability and social
responsibility among them.
" They want to know that you're providing them with products
that align with their values, " said Roxi Beck, director of consumer
engagement for CFI. " In particular, we see younger generations
becoming more discerning and curious. They're asking more questions
about food and how it's produced so it's important that instore be
able to answer their questions transparently, and if you don't have the
answers, do your best to find a credible resource for them. "
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Supermarket Perimeter - December 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - December 2021

Supermarket Perimeter - December 2021 - Intro
Supermarket Perimeter - December 2021 - 1
Supermarket Perimeter - December 2021 - 2
Supermarket Perimeter - December 2021 - 3
Supermarket Perimeter - December 2021 - 4
Supermarket Perimeter - December 2021 - 5
Supermarket Perimeter - December 2021 - 6
Supermarket Perimeter - December 2021 - 7
Supermarket Perimeter - December 2021 - 8
Supermarket Perimeter - December 2021 - 9
Supermarket Perimeter - December 2021 - 10
Supermarket Perimeter - December 2021 - 11
Supermarket Perimeter - December 2021 - 12
Supermarket Perimeter - December 2021 - 13
Supermarket Perimeter - December 2021 - 14
Supermarket Perimeter - December 2021 - 15
Supermarket Perimeter - December 2021 - 16
Supermarket Perimeter - December 2021 - 17
Supermarket Perimeter - December 2021 - 18
Supermarket Perimeter - December 2021 - 19
Supermarket Perimeter - December 2021 - 20
Supermarket Perimeter - December 2021 - 21
Supermarket Perimeter - December 2021 - 22
Supermarket Perimeter - December 2021 - 23
Supermarket Perimeter - December 2021 - 24
Supermarket Perimeter - December 2021 - 25
Supermarket Perimeter - December 2021 - 26
Supermarket Perimeter - December 2021 - 27
Supermarket Perimeter - December 2021 - 28
Supermarket Perimeter - December 2021 - 29
Supermarket Perimeter - December 2021 - 30
Supermarket Perimeter - December 2021 - 31
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