Joe Roxstrom
Pittsford, New York, United States
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About
Accelerate sales, build brands, leverage private labels, increase bottom lines, and…
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646 followers
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Joe Roxstrom shared thisOne More Vaccine Winner...Live Focus Groups! Today's WSJ features an article highlighting the great insights gained with focus groups ("Don't Give Up On Focus Groups" by Kate Murphy). The article highlights some insightful strategic marketing perspectives for Lego's and aluminum foil that big data clouded or missed altogether, but that live focus groups yielded. Many of us over the years have been over-served with endless bowls of M&M's ,watching and listening to focus group moderators and participants behind that two way mirror. However, the pandemic halted their use. Covid restricted focus groups mostly to be done by Zoom. With all due respect to this great virtual meeting tool, using a "Brady Bunch"/Hollywood Squares' video setup as a Covid-safe research tool was a stretch at best...to all participants. Worse, it allowed many marketers to default to MBA's ("Management by Arithmetic") and/or data default. So here's to getting back to pre-pandemic basics and toolkits, including having live focus groups in those sometimes sketchy, non-descript strip mall locations. And go ahead and hit that M&M's bowl one more time, you wouldn't believe how much they have in that back room.
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Joe Roxstrom shared thisShout out to the History Channel's The Food That Built America" series! Yes, I know that you're already behind on your streaming episodes, and not looking for a monotone, black and white infused sleeping aid. And I do know that most everyone knows how the Coke, Kellogg's, Hershey's, Heinz, Birdseye, McDonald's. Swanson, etc. stories end. However, Post attending the Kellogg's sanitarium and stealing the cereal recipe, Reese's getting fired with his 11th kid on the way by Hershey for a failed dairy test, Mars' family infighting, Colonel Sanders wielding (and firing) a shotgun to ward off interlopers, Pizza Hut's naming to meet the 8 character limit of the Coke-offered signage, and the Baby Ruth candy bar "official" name origin are great "rest of the story"'s...and inspirational lessons and reminders. The episodes are pretty well done in a dramatized format that bring the stories to life. We all know the fiery passion business founders can have, but check out the steely vison, strategic execution, calm fearlessness, holistic business sense, brilliant marketing, legal "tight roping" and doubling down on themselves that these leaders brought...everyday. Enjoy, and pass that Oreo's bag, please? Thanks.
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Joe Roxstrom shared thisYou Gotta Love LUV! Well, at least admire a bit. Earlier this week the WSJ (11/17/20 "Predatory & Opportunistic Southwest Seizes the Moment") detailed Southwest Airlines' (ticker symbol: LUV) plans to add four new airports by New Year's Eve and six more in 2021. Whaaaat? Isn't this an industry that has -21% less flights this November versus year ago and burning billions (yes, "B") in cash monthly? Southwest's head of their pilots' union called this move "predatory and opportunistic...which we like". We all know that future businesses are being built now for the post-pandemic, and unfortunately many will be lost. It also brings to mind the Ready to Eat Cereal category in the Great Depression. Post, the market leader at the time cut all advertising as a cost-savings measure. Conversely, Kellogg's elected to increase its advertising...and never looked back as the newfound market leader. Is there a right answer? Does "Fortune favor the Bold"? What is your take on having your business best bridge the pandemic? Clearly, thoughtful and planful execution will win out. In the meantime, look for me in the middle seat of your next Southwest flight.
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Joe Roxstrom shared thisShout out to the History Channel's current "Grant" series and its great production. No, I know that you haven't exhausted your Netflix recordings, or are a total Civil War nut. Rather, check out this unlikely leader's focus, results-orientation, resilience, creativity, and humility under duress (and glue for this republic). My guess is that you too will have new appreciation for that face on the US$50 bill. Enjoy!
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Joe Roxstrom shared thisyou can make a pizza so cheap...that nobody will eat it." It's a well-worn business saw. In today's WSJ column On Business, John D. Stoll tackles the zero-based budgeting (ZBB) approach's downsides, and points out recent KraftHeinz' woes as evidence. Clearly, rationalizing annual costs makes sense. Most recently, KraftHeinz, a major proponent of ZBB, experienced significant revenue sluggishness and replaced their CEO earlier this week. The incoming CEO references "dusty brands" that need more attention than they got. So what happened? Is it managerial ADD? How do strategic one-off initiatives get killed off before traction is gained? Are big company portfolios in lower growth categories an unwieldy resourcing challenge? Was the "dusty" outcome a conscious or unconscious choice? E) all of the above? How can boot-strapped new product or marketing initiatives make it to Year 2? Are those a "protected class"? Who is their champion? How do you manage that? In the meantime, pass that thin crust goat cheese and asparagus please...and gimme three napkins, thanks.
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Joe Roxstrom shared thisIn his 2004 book, The Paradox of Choice, Barry Schwartz suggested then that the American consumer faces "anxiety" when faced with too many choices. Fast forward 15 years to see today's WSJ article by Heather Haddon, "Yogurt Market Curdles as Choices Multiply." Evidently, despite a per store average of 306 sku's (+4% since 2015) on-trend offerings of less sugar, Greek, Icelandic, more protein, and plant-based, yogurt sales have decreased the past two years. In the article Haddon cites General Mills' (maker of Yoplait) CEO saying, "The shelf has become more difficult to shop", and Chobani's CMO says regarding the downturn that, "It's self-inflicted." In the article a confused Kroger category shopper is quoted saying, "Can I just get some strawberry?" So at the end of the day is this just the latest category downturn in the grocery aisles despite all efforts? Is Mr. Schwartz right about the anxiety now being inflicted in this category? Is it time for a category management cleanup in Aisle 7? Can't shopper knowledge practices get employed to better assist consumer retail navigation? And can someone please get three containers of strawberry to that shopper before she bolts? In the meantime please pass the Trader Joe's Greek Low Fat Mango, and I'd enjoy hearing your thoughts.
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Joe Roxstrom shared thisThe Great Business Strategist, Goldilocks...the storybook fable of Goldilocks features her breaking and entering a bears' cottage until she passes out in a "right sized" bed. Today, as reported by CNBC, Kellogg's announced the divestiture of its Keebler, Famous Amos and fruit snacks business to Nutella-owned Ferrero for $1.3 billion. In 2001 Kellogg's had originally acquired the Keebler's business for $4.4 billion. Wow. The Ferrero Group CEO in a statement says that the acquisition allows them to "...capitalize on new growth opportunities." Separately, the Kellogg's CEO states that the move ,"...will lead to reduced complexity, more targeted investment, and better growth." Interesting views on portfolio "right sizing" of the same assets. Mutually exclusive successful outcomes? No, certainly not. Will the future be dictated by each company's successful execution of its new "right sized" portfolio? Most likely. The kids' tale ends with Goldilocks running away to a judgment-free zone and abandoning the "right sized" assets. Perhaps the happier ending would have Goldilocks seeing it through, and leaving her 'right sized" picks in better shape than she did. Then again, the next chapter is yet to be written.
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Joe Roxstrom shared thisMarch Madness...Branding? Really?...Anyone watching the NCAA Basketball games the past three days (and which non-Communist on the planet is not?) has seen that each of the 16 regional sites has exactly, exactly the same floor March Madness graphics and layout. No pizza chain logos at half court for one arena, soft drink sideline banners at another, faded cool hardwood elsewhere, or insurance company website graphics by the scoreboard in some tier two gym. Coincidence? Volume purchase on floor decals? Reply All mistake? No, the NCAA reinforcing their brand building with their logo graphics exceptionally well is my take. Brain surgery? Not hardly, but if the essence of a brand is its consistency, credit to those NCAA marketing managers owning and executing their branding in detailed fashion. Game on...and here's to excellence in boring branding consistency, and what remains of your bracket.
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Joe Roxstrom shared thisI'd Like to Buy a Vowel...Historically, contestants needing help on the Wheel of Fortune game show are able to buy a vowel to solve a puzzle. A current puzzle that Amazon is facing is their lack of private label success. As reported by the NY Times and Store Brands, MarketPlace Pulse research shows their #privatelabel sales at less than 1% of total sales. While many classic grocery retailers have 25% of sales from private label, Amazon is significantly below that despite cutting edge analytics and launching some 23,142 products with 1.4 million customer reviews. What gives? Is this the dreaded "fourth wall" of connecting live with shoppers in the "brick" mode for initial trial? Opportunities for better integration with Whole Foods in private label launches? Interesting status, but don't worry. Amazon will buy a few more vowels to solve the puzzle before their next spin.
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Joe Roxstrom liked thisJoe Roxstrom liked thisWhether you're building a team or thinking about your next move, I’ve got you! I’m currently partnering with hospitality and retail groups on key leadership hires, and I’m also always open to connecting with strong operators exploring new opportunities. Hiring? I can help you find the right people Open to opportunities? Let’s talk about what’s next Feel free to reach out directly or pass my name along. Always happy to connect.
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Joe Roxstrom liked thisJoe Roxstrom liked thisAfter 22 years of helping to build Mason Digital into one of the region's leading digital marketing agencies, President and Partner, Jim Dennis, has announced he will retire effective 12/31/25. His friendly, positive, upbeat approach with our team will be hard to replicate. His dedication to our clients – always going the extra mile – is unsurpassed. We want to thank Jim for his critical influence on the success of our company and wish him the best of luck as he starts a new chapter. This past Friday evening, we had the opportunity to toast, roast, and most importantly, celebrate Jim and the indelible mark he has left on Mason Digital. Congrats Jim ... you will be greatly missed!
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Joe Roxstrom liked thisA historic day at Slippery Rock University: introducing the Haverlack College of Business, built around students. Every conversation with Elliott Haverlack & Rhonda Haverlack reminded me how fortunate we are and how strongly they believed in the vision we brought forward to name the College. Deep appreciation to President Karen Riley and VP of Advancement Troy Miller, CNP, CFRE for visionary leadership and partnership. To our faculty & staff, this is your moment; years of quiet excellence led here. The impact on generations of Rock students starts now. Elliott and Rhonda, your conversations have already sparked change in our students and community. Thank you.Joe Roxstrom liked thisWe are honored to announce the naming of the Haverlack College of Business at Slippery Rock University, made possible by a historic gift from Rhonda and Elliott ’80 Haverlack. This investment will empower new opportunities for students, faculty and the community for generations to come. Learn more about this milestone ➡️ https://lnkd.in/gh4YxeFE Elliott Haverlack Prasad Vemala Slippery Rock University Advancement
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Joe Roxstrom liked thisJoe Roxstrom liked thisLast week, we said goodbye to an amazing man, my father, Gene Mele. At 87, he passed away peacefully, joining the love of his life, our mom Joanne, who left us just 16 months ago, and his son and our brother Joe, who passed away only 12 months ago. We find comfort imagining them all together again. In 1972, Dad took a bold leap and started his own company, Sundowner. Gene was considered to be one of the founding fathers of the meeting planning industry. At that time, I was 6 years old. Imagine trying to explain to my friends what my father did for a living: “My dad plans meetings.” “Really, like how?” “I have no idea, I just know that when he comes home from a trip I get a cool present!” Dad bravely decided to be a pioneer in an industry that simply did not exist at that time. He started his own business on borrowed funds with my fully supportive mother, a mortgage, 2 car payments and 6 kids at home all under the age of 10 (including my older brother Joe, who was mentally and physically disabled). Bravery doesn’t even begin to describe what sacrifices dad made for our family. At that moment in time, you worked 40 years for the same company, kept your head down, got the gold watch and retired with a nice pension. Not dad, he broke the mold and quietly invented and then redefined an entire industry. His work carried him across the globe, and no matter where he went, he made lifelong friends. People were drawn to him because he was genuine, kind, and had a rare gift for making others feel seen, valued and welcomed. But more than anything, Dad taught us that trust and relationships were what mattered most. He believed they defined us in every aspect of our lives and were the foundation and the truest measure of who we are and what we would all eventually become. So, what was dad? He was a teacher, a comedian, a leader, a pioneer, and a friend. Link to information on Gene’s services. https://lnkd.in/g5sWw6uD
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Joe Roxstrom liked thisJoe Roxstrom liked thisPersonal take: I've watched too many successful CPG brands miss their holiday sales targets. Not because they lacked demand. Not because they had bad products. Because they couldn't bridge the cash gap between building inventory and Black Friday / Cyber Monday revenue. It's truly heartbreaking when timing kills opportunity and literally solvable. It's why we at Kickfurther created the BFCM Prep Package. Book a call with our team and get your free copy of Alex Hormozi's world-record book, $100M Money Models (valued at $29.99). Plus, if you go through the pre-approval process for funding, you can unlock a 30-min benchmarking session with an industry expert (priceless). The countdown is on to #BFCM, and the prep window is closing. Let's get you ready for the sales rush! https://lnkd.in/gutwua7V
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Joe Roxstrom reacted on thisJoe Roxstrom reacted on thisHello LinkedIn World!! Just a quick post, that after 38 years, I retired from the Furniture industry in January. What an amazing journey inside an amazing industry!! So fortunate to work with so many awesome people & companies over the years. Traveled the world (18 countries) working with so many meaningful & effective product partners, especially right here in the United States !! THANK YOU to everyone who has spent time pouring into me, mentoring me, working with me & buying from me! What a ride! the Furniture industry is small but so good and filled with outstanding people!! I will miss you much! Now, it's time to Re-Fire - as I have returned to my call to Ministry, from years ago and have joined the Ministerial staff at my Church here in Texas. Laurie & I have been worshipping here at Prestonwood & serving here in layman leadership roles since 2015! So pumped to be on staff at a Church where our Mission is to Glorify God by introducing Jesus Christ as Lord to as many people as possible and to develop them in Chirstian Living using the most effective means to impact the World! making an eternal difference in this generation and generations to come................ Please keep us in your thoughts & prayers as we follow the Lord's lead in this next phase of Ministry. I am praying for you, my industry friends, colleagues and family!! Proverbs 3:5-6
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Joe Roxstrom liked thisJoe Roxstrom liked thisPleased to announce a new project. I met with my publisher yesterday. Inspirational day. New Project Firestarter Born April 21 2023 Coming your way September 5 2023 Curiosity is an often under appreciated characteristic. Get curious about Firestarter.
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Joe Roxstrom liked thisMy sincere congratulations to my long-time colleagues, friends, and critical company leaders, Terri Cubiotti and Jim Dennis!Joe Roxstrom liked thisThe Mason Companies – Mason Marketing and Mason Digital – have announced the following leadership promotions. Terri Cubiotti, formerly Chief Operating Officer has been promoted to President and Chief Operating Officer of Mason Marketing. Jim Dennis, formerly partner and Chief Operating Officer has been promoted to President and Chief Operating Officer of Mason Digital, while remaining a partner. Tim Mason, who has served as president and chief executive officer of both companies will remain as CEO of Mason Marketing and Mason Digital. These promotions acknowledge and formalize the responsibilities that Cubiotti and Dennis to a large degree, have, already been serving in their leadership roles with their respective companies. They will be responsible for management and oversight of the daily operations. Mason will continue to provide strategic and financial oversight while focusing on the continued growth of both companies. “Terri and Jim have earned the opportunity to serve as president of Mason Marketing and Mason Digital, respectively,” said Tim Mason, CEO. “They have been responsible for helping to drive and manage the growth of the Mason Companies over their considerable tenure while serving as well-respected ambassadors for the Mason brand.” Cubiotti is an advertising and marketing industry veteran who has worked at Mason since 2001. Dennis, who previously served in both operations and marketing roles, was responsible for helping Mason move into the digital space upon his arrival in 2003. Beyond their considerable contributions to the success of the Mason Companies, Cubiotti and Dennis lend their time and talent to several community organizations, which has helped to establish the Mason brand as a strong contributor to business and community organizations across the greater Rochester community, including Our Lady of Mercy, Miracle Field, the Small Business Council of Rochester, and others. “I learned early in my career that the key to success was surrounding yourself with great people and Terri and Jim are just that,” Mason said. “Their elevation to president of their respective organizations will help us continue to deliver the highest level of strategic thinking and service to our clients, while helping us continue to build on our long-term success.” #leadership #marketing #success #growth #people #digital
Experience
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Clearfield Management LLC
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Harrisburg, PA
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Buffalo, NY
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Rochester, New York Area
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Rochester, NY
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Rochester, New York Area
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Jamestown, New York Area
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Rochester, New York Area
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Pittsburgh, PA
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Sydney, Australia
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Pittsburgh, PA
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Volunteer Experience
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Volunteer
New York State Department of Corrections & Community Supervision
- Present 14 years
Economic Empowerment
I volunteer in the state prison and county jail systems to listen, share, and help prepare inmates for life after release.
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Volunteer
St. Joseph's Homeless Shelter
- 4 years 10 months
Social Services
Supported homeless receive shelter, food, clothing, and a good ear.
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Ashwin Binwani
Alpha Binwani Capital • 8K followers
By the end of 2027, Hershey Co. will remove synthetic dyes from its snacks—joining a growing list of major food companies taking similar steps to meet evolving consumer expectations. 🍫 As a Hershey spokesperson recently stated, “A patchwork of state regulations is emerging, which could create confusion and increase costs for consumers. Removing these artificial colors is the natural next step in our ongoing commitment to offer options that fit every lifestyle—while ensuring trust and confidence in our products.” This move aligns with broader national momentum. Health and Human Services Secretary Robert F. Kennedy Jr. has made eliminating artificial dyes from U.S. foods a top priority—an effort that’s gaining traction and support at both the state and federal levels. Change is here. Hershey is showing that listening to consumers and adapting to regulatory trends isn’t just good for business—it’s essential for building lasting trust. #FoodIndustry #ConsumerTrust #CleanLabel #Hershey #RegulatoryTrends #Innovation
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Hugh Lander
Rednail Solutions • 4K followers
So will the Thanksgiving holiday have turned out to be a boom or bust for Beverage Alcohol? Numbers are just starting to come in, but it looks to me that macro economic pressures in food & housing pulled wine & spirits volumes down again for the full month. The hoped-for Thanksgiving bump may not have happened, even with relatively easy comps from 2024. Heading into November spirits volumes and revenues were continuing to decrease month-over-month, with revenues declining faster than volumes, which isn't the sign of a healthy market. Revenues decreasing faster than sales means any of the following may be going on: - Lower average selling price (definitely seeing a few brands reducing frontline pricing) - Discounts or promotions increasing (there are some deeper deals out there to entice consumers) - Trade-down to cheaper pack sizes (this is for sure as only sizes showing growth are 50ml & 200ml) - Mix shifting from premium to value brands (as price tiers are declining across all spirits ex-RTDs I think that trade down into smaller sizes is a bigger issue than mix shifting). So if Thanksgiving turns out to have given us a less-than-ideal main course what do brands need to do for the last three weeks of December to try to land a decent end to the year? - Lean into smaller sizes on prioriity brands in off-premise - Attractive pricing and combo deals (2 fors, etc.) that entice bargain shoppers - Drive liquid to lips (where legal) with an aggressive sampling program to capture incremental & impulse dollars on premium products - Set a realistic plan for 2026 knowing that volumes and revenue are not likely to recover Yes, you might take a temporary margin hit, bank lower GP, or increase your trade spend as a % of sales but we have to weather the storm. What did you see during Thanksgiving, especially at retail?
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Marcus Luft
Sleeping Giant Brewing Company • 1K followers
Brown-Forman Forecasts 2026 Revenue & Profit Drop; Shares Plunge 15% Brown-Forman (NYSE: BF-B), maker of Jack Daniel’s, Woodford Reserve and Old Forester, warned investors yesterday that fiscal 2026 organic net sales and operating income will both decline in the low single digits. The guidance follows a 7% drop in Q3 (ended April 30) sales to US $894 million—well below analyst estimates of US $967 million—and earnings per share of US $0.31, missing the US $0.34 consensus. As a result, Brown-Forman’s shares fell 15% in early trading. Why it matters... Brown-Forman’s weak top-line warns that even iconic brands like Jack Daniel’s cannot fully insulate themselves from tightening consumer wallets. Brand teams must recalibrate marketing spend and consider targeted promotions to sustain demand. A 15 % stock drop signals channel partners to reforecast orders and negotiate terms. Off-premise buyers may shift to lower-price-point offerings or no/low-alcohol SKUs as mainstream premium spirits slow. TL/DR: When a premium-spirits stalwart like Brown-Forman flags a multi-year profit decline, it’s a sign of broader market headwinds—from consumer belt-tightening to tariff-driven cost pressures. Companies that diversify portfolios and reinforce cost discipline now will emerge stronger.
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Charles Seymour
1K followers
# Keurig Dr Pepper Seals £18bn Coffee Mega Deal: A Strategic Reshaping of the Beverage Landscape Keurig Dr Pepper has finalised its £18 billion acquisition of JDE Peet's, creating one of the world's largest coffee enterprises and marking one of the most significant beverage transactions in recent years. This strategic move brings together Keurig's single-serve dominance in North America with JDE Peet's global portfolio of premium brands including Peet's Coffee, L'OR, Jacobs, and Douwe Egberts. Following this momentous transaction, the company will undergo a significant corporate restructuring, splitting into two distinct publicly listed entities. Global Coffee Co. will operate under CEO Sudhanshu Priyadarshi from Burlington, Massachusetts, with international operations managed from Amsterdam. Meanwhile, Beverage Co. will focus exclusively on non-coffee drinks under Tim Cofer's leadership, headquartered in Frisco, Texas. This separation creates sharper operational focus for both divisions. Global Coffee Co. can accelerate innovation and international expansion whilst Beverage Co. strengthens its position in carbonated soft drinks and adjacent categories across North America. The strategic rationale is compelling—building a comprehensive portfolio spanning price points, formats and geographies. The integration promises substantial supply chain optimisation, enhanced procurement leverage, and streamlined manufacturing across more than 100 markets. For investors, this represents an opportunity to gain exposure to both high-growth coffee markets and established beverage categories, with improved international diversification reducing dependency on North American markets. What do you see as the greatest challenge these newly formed entities will face as they establish themselves as separate businesses in an increasingly competitive global beverage market? #CoffeeIndustry #BeverageStrategy #MergersAndAcquisitions #GlobalExpansion #CorporateRestructuring
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Hardik Shah
Alphasumer • 575 followers
General Mills’ quarter wasn’t about results — it was about reset. ▶️ FY26 is being used to rebuild volume, not protect margins ▶️ North America Retail returned to organic volume growth ▶️ Brand investment is rising as pricing resets take hold 🗣️ “Delivering greater remarkability to consumers is the key to restoring organic sales growth.” — Jeff Harmening, CEO 🗣️ “We are reinvesting efficiency savings to fund growth.” — Kofi Bruce, CFO ⬇️ Full earnings-call breakdown and what to watch next — link in comments 🔔 Follow Alphasumer for more content like this. #CPG #FoodAndBeverage #Earnings #Stocks #ConsumerStaples #CompanyPerformance #InvestorRelations
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Platini Womela
Africa is Home global /… • 10K followers
Hershey beat first-quarter earnings estimates as GLP-1 drug use drove demand for mints and healthier snacks. CEO Kirk Tanner said adoption of GLP-1 drugs helped lift Ice Breakers retail sales 8%, with users turning to mints and chewing gum to fend off Ozempic breath caused by reduced saliva or nausea. Hershey calls the shift functional snacking and says it’s shaping product innovation. Organic volumes in North America salty snacks rose 5%, with a 20-percentage-point contribution from LesserEvil popcorn and seed-oil-free snacks, which Hershey acquired last year. Protein bar sales were up 17%, helping quarterly revenue climb over 10%. North America confectionery volumes fell 4%, following a 5% decline in Q4 2025. The company reiterated annual sales and profit growth targets. - World Business News.
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Alex Bayer
The Rise and Fall YouTube… • 19K followers
On this week's CPG Vibes we featured HiTouch Libations DSD and the executive team: Czar Daniolco, James Boyer, and Matthew Antonacci. In this clip from the show, James talks about how they are distributing fast moving products and what consumers are looking for on a daily basis
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