In the Know: Holding Brands
- The brand is available in at least 15 of the 50 countries examined.
- It is marketed with the same name in at least three categories in three or more of the world's geographical regions.
- It is sold primarily in grocery stores, mass merchandisers and pharmacies.
Nestle led the way in terms of categories. Well-known for its chocolate, the company was found in 17 categories and, as ACNielsen discovered, has extended into breakfast cereals, baking/cooking aids and water, to name just a few. Even when acquiring other companies, Nestle has been quick to add the corporate umbrella name to the acquired brand.
Know Your CookAn academic article set to appear in Food Quality and Preference discusses the impact of domestic cooks on their family's taste preferences. Describing them as "nutritional gatekeepers," the article believes these gourmets can facilitate healthful eating patterns that may hold true throughout life.
In the U.S., the article divides great domestic cooks into five categories: Giving Cooks, Healthy Cooks, Innovative Cooks, Methodical Cooks and Competitive Cooks. The University of Illinois conducted the nationwide survey to find "great cooks," finally locating 440 rated as "great" by themselves and by at least one other adult family member. The study then subjected the gourmets to a 12-page battery of personality tests and found nine out of 10 great U.S. cooks could be categorized as one of the five personality types.
Giving Cooks (22%) are friendly, well-liked, enthusiastic cooks. Comfort foods are their specialty for family and large parties. They seldom experiment and rely on traditional favorites.
Healthy Cooks (20%) are optimistic. These nature enthusiasts most likely will experiment with fish and fresh ingredients, including herbs.
Innovative Cooks (19%) are the trend-setters. These most-creative gourmets seldom use recipes and will experiment with ingredients, cuisine styles and cooking methods.
Methodical Cooks (18%) are talented but rely heavily on recipes. These "weekend hobbyists" may be somewhat inefficient, but their creations "always look exactly like the picture in the cookbook."
Competitive Cooks (13%) have dominant personalities and cook to impress others. These perfectionists are intense in cooking and entertaining.
Not only can this information identify the type of cook, it also can assist in designing nutrition information.
"If the goal is to encourage consumers to eat more soy, Innovative Cooks would be the most interested in novel foods and are likely to be socially influential in passing along the good view of soy," believes Brian Wansink, Ph.D., director of the Food and Brand Lab (Champaign, Ill.), which conducted the survey. Healthy Cooks would likely have interest in new nutrition diets. On the other hand, while Giving Cooks are socially influential, they have few other traits indicating that they would adopt a relatively novel food.
For more information about the report, visit www.FoodPsychology.com or contact Brian Wansink, 217-244-0208.
Sidebar: THE IN BOXNominations are being taken for the first annual Webby Business Awards until May 30, 2003. The awards will honor companies that "excel at using the web as a mature tool to achieve critical business goals." For more information, visit www.webbyawards.com/webby_biz/index.html. Chr. Hansen (Milwaukee) has named Otis Curtis director of marketing for the company's savory ingredient business unit.
Fortitech Europe (Nilose, Denmark) named Per Gotfredsen as technical manager and Nicola Touillon as director of sales.
Astaris LLC (St. Louis) named J. Tranny Mitchell as vice president of marketing and Jim Moffatt as vice president of sales.
Archer Daniels Midland (Decatur, Ill.) is constructing a soy processing facility in Shanhaiguan, China, in partnership with Wilmar Holdings (Singapore). The facility will produce the Arcon line of soy protein concentrates, specialty soy flour for soy sauce fermentation and whole edible soybeans.
Dean Specialty Foods (Green Bay, Wis.) has opened a new R&D center in Pecatonica, Ill.
Symrise (Holzminden, Germany) is the new name for the merged operations of Dragoco and Haarmann & Reimer. Dan Stebbins is president of the company's worldwide flavor division, and Ray Hughes is president of the flavor division, North America.
Cargill Inc.'s (Minneapolis) Cargill Sweeteners-North America business and Wyoming Sugar Co. LLC (Worland, Wyo.) have formed a marketing alliance to sell and distribute sugar product to food and beverage manufacturers.
David Michael & Co. (Philadelphia) named Emilio Berardi Jr. plant superintendent, George Ennis vice president and chief flavor chemist, Diane Gilinsky to vice president technical services and regulatory affairs, Erica S. Reiner as assistant vice president of strategic business development, Stuart W. Rosenbaum as executive vice president of purchasing and MIS, Steven H. Wilbur as vice president of marketing and customer service, and Harold W. Yahr as vice president of corporate taxation and accounting.Kerry Group plc (Listowell, Kerry County, Ireland) acquired two U.S.-based food ingredients businesses, Guernsey Bel—a manufacturer of inclusions for frozen desserts—and Pacific Seasonings—a manufacturer of seasonings to the meat, prepared foods and foodservice industries.
National Starch & Chemical Co. (Bridgwater, N.J.) promoted John McAndrews to director for global accounts.
Thiel Cheese & Ingredients LLC (Hilbert, Wis.) named Josiah H. "Cy" Carne president and chief operating officer.
Snapple Beverage Group (White Plains, N.Y.) appointed Noel Engles vice president of knowledge management, Marc Alimena vice president of supply chain, and Chris Testa vice president of allied brands.
SPI Polyols (New Castle, Del.) named Ronald C. Deis vice president of applications development and technical service.
Woody's Bar-B-Q Sauce Co.'s (Waldenburg, Ark.) Original Marinade & Baste took first-place honors at the National Barbecue Association's (Austin, Texas) Awards of Excellence for 2003.
The website for Worldwide Food Expo '03 (www.worldwidefood.com) has been redesigned. Visitors can frequent one of six "landing" pages: meat, dairy, bottled water, beverage, frozen foods and snack foods. The expo will be held in Chicago October 29-November 1, 2003.
Silliker Inc. (Homewood, Ill.) has hired Stacy Riggs, Anthony Crandle and Greg Bikofsky as technical sales managers. Silliker also appointed Catherine "C.J." Reynolds director of education services.
Ciao Bella Gelato (Irvington, N.J.) has expanded its business operation with the acquisition of the foodservice business of Howler Productions Inc.
The Soyfoods Association of North America (Hope, Minn.) appointed Tina Nelson, Sunrich Food Group's (Hope, Minn.) director of sales and marketing for its consumer products division, as its new president.
Unilever Bestfoods Foodservice and International Food Solutions are now UBF Foodsolutions-North America, which has a new corporate headquarters in Lisle, Ill.
Love and Quiches Desserts (Freeport, N.Y.) named Lisa Pyros national accounts manager.
Baker & Baker (Elk Grove Village, Ill.) promoted Scott Boerman to vice president of technology and hired Robert Ritchie as corporate chef and manager of culinary services, and Mary Todd-Gray and John Ward as national account managers.
Embassy Food Specialties Ltd. (Etobicoke, Ontario) has signed an agreement with Nestle Canada (Winnipeg, Manitoba) to become the exclusive distributor of the instant tea and coffee business to the Canadian industrial market.
Edwards Fine Foods (Norcross, Ga.) appointed Phyllis Flaherty vice president of R&D and Laureen Johnson executive chef, manager of R&D.
Enzymotec (Migdael, Haemeq, Israel) launched SharpPS, an exclusive grade of high-quality phosphatidylserine.
The American Council for Fitness and Nutrition (Washington) named Susan Finn as its first Chair.
ThermaSol (Simi Valley, Calif.) expanded its sales support group under Jim Van Landingham, national sales manager.
Aurora Foods (St. Louis) promoted Eric Brenk and Michael J. Hojnacki to co-presidents and co-chief operating officers. The company also announced the resignation of Tom Ellinwood, formerly executive vice president.
Pall Corp. (East Hills, N.Y.) promoted Thomas Rosencranz to business manager responsible for the company's food and beverage business in Germany, Austria, Switzerland, Eastern Europe and the Confederation of Independent States.