Naturally, I had to get a package. It’s a pretty common sight in Chicagoland, but I hadn’t seen very much Braunschweiger in stores since I moved to
There is and always will be an emotional attachment to food. People who grow up eating a certain type of food, or a certain brand of food, will go back to it time and time again. A lot of regional brands count on that loyalty. The tricky part comes in keeping the balance of old versus new. If you stick with nothing but traditional products, you run the risk of alienating potential new customers who want a little trendier taste. (Jalapeno and pineapple sausage? Crazier things have sold.) If you completely reinvent the product, you may lose the taste that created those loyal customers in the first place. The whole “New Coke” debacle should forever dissuade food companies from messing too much with their beloved recipes.
The most successful companies are the ones that have a good grasp of what their customers desire and a good product mix to meet both the traditional and newest taste trends. It’s the best of both worlds -- keep those past customers happy while creating a product to capture the loyalty of new consumers.
Preparing for the Top 100
Every year, I make a resolution to stop procrastinating, but I inevitably put it off until later. So this year, I’m trying to break that habit by getting a head start on the Top 100 report, which will be in the April/May 2009 issue. I know some companies out there are wrapping up their fiscal year in December, so this is the perfect opportunity to submit your company’s information for the report. The online form will be available at our Web site, www.provisioneronline.com -- just click on the button on our home page -- and we also will include the form in the next issue. If you want me to fax or e-mail the form to your office, please let me know at
I wish you all a very happy holiday season, and a prosperous and successful 2009. See you next year.