杰夫·威尔斯
潜水简介：
- In a panel discussion at last week’s Natural Products Expo West, three executives — Justin Gold of Justin’s, Koel Thomae of Noosa Yogurt, and John Foraker of Annie’s Homegrown — talked about the reasons why they sold their brands to large food corporations like Hormel and General Mills,根据食品商业新闻。
- All three said they faced considerable consumer backlash after agreeing to sell, but that the deals were essential in order to help their businesses grow and protect themselves from unforeseen occurrences, like food recalls. The executives also said that the larger companies that purchased them have not compromised their values in any way.
- Foraker指出，购买快速增长的更好的品牌已成为大型公司的关键策略。由于他们不想破坏这一增长，他和其他人都注意到，公司愿意采取一种放手的方法。
Dive Insight:
Natural and organic acquisitions have become so common over the past several years that it’s difficult to find a supposedly “niche” brand on supermarket shelves that isn’t owned by a large food company.
对于凯洛格，通用磨坊，联合利华等跨国公司，这些收购增加了快速增长的品牌到他们成熟的旧品牌阵容。在购物者对越来越多的食品，更好的食物表现出越来越兴趣的时候，它也坚定了他们对健康饮食的承诺。
Brands, meanwhile, are looking for scale. By partnering with a deep-pocketed corporation, they can expand the regions they serve, the lines they offer, and the number of retailers that carry their products. It also, as Justin Gold from Justin’s Nut Butters explained, provides a financial safety net in case of costly slips, like a food recall.
Expo West面板上的所有三位高管都谈到收购是一种实现其品牌基本承诺的一种方式：将健康食品带给更多人。
But some consumers don’t see it that way. Many of them supported these smaller better-for-you brands因为他们不是大型食品公司。他们提供的产品使价值高于利润，并通过与跨国公司和私募股权上升，品牌奉献者认为，小公司正在损害这些价值。
这些担心并非没有优点。但是，正如小组成员的解释所述，诸如General Mills和Hormel之类的公司对处理获胜公式没有兴趣。享受生活首席执行官斯科特·曼德尔（Scott Mandel）告诉芝加哥论坛报在他的公司卖给小吃者蒙德利斯国际（Mondelez International）之后不久，“蒙德勒斯（Mondelez）由于我们的品牌承诺而购买了我们，但并非如此。这个品牌承诺不会改变。”
这些大公司也发生了重大破坏。许多人将其核心业务注入了这些更健康的品牌所赋予的价值观，而不是相反。卡夫，通用磨坊和其他公司phasing out artificial colors，许多最受欢迎的产品中的口味和其他添加剂。
小品牌现在有令人信服的理由与大型公司合作。双方只需要做得更好，将它们传达给消费者。
