The new competitor of Food multinationals: 

Real-time Food System : 25 years ago I worked for a multinational for a few years and what struck me was that everything revolved around the brand. Major investments in campaigns and your career path was very clear: Marketing and Finance (good in Excel) and go, and yes, some colleagues like me also did Supply Chain .

Because the was not to produce for third parties, there was no pressure to be certified for FSSC 22000 (then HACCP), BRCGS and IFS – International Featured Standards which was the challenge for those Private Label factories. The brand, in which often half a century of marketing was invested, has already given a winning sense of trust among consumers, the must be food safe and good.

Hallmarks

Because larger can have more impact on the Supply Chain, the , Chains of Custody, such as Rainforest Alliance and Marine Stewardship Council (MSC) were invented. The purpose of these marks was to further confirm this feeling of safety and gave a nice unique selling point to the multinationals, private label producers and family businesses were usually only able to enter these Chains of Custody a few years later and when a proposition had become mainstream, a new quality mark was added, such as Planet Proof..

All these hallmarks and “reasons to believe” are largely based on a little and a lot of marketing and are no longer distinguishable due to the sprawl.

Digitalisation

Digitization, real-time consumer and increasingly complex regulations and consumer expectations will ensure that the Supply Chain functions will become more important than Marketing in the coming years, which can have a major impact on multinationals, whose valuations are largely based on “brands”.

Real-time food safety systems

It also presents a great opportunity for the multinational that focuses on substantiating the brand experience with information towards expectations.The brand then becomes the “new” certificate for real-time food safey systems.

Real-time trust and transparency

Today’s Food multinationals like Unilever, Nestlé, The Coca-Cola Company and Danone must transform from marketing to real-time companies, which operations offer trust and transparency.

Transforming marketing into real-time compliance business

This requires a different focus on capability : the transformation of marketing into a real-time compliance company. If this is not part of the , eventually current food safety will provide this confidence with real-time food safety system certification and thus give private label producers a unique selling point that will win over the current brand experience.

This trend could halve the valuation of multinationals…

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