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Food and beverage industries

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A tough boss

Article Abstract:

National Foods, a Con-Agra-owned company, is promoting its Hebrew National kosher hotdogs beyond its traditional markets through the efforts of its president and CEO Steve Silk. The brand's slogan 'We answer to a higher authority,' which was launched in 1976, expresses a commitment to quality that transcends business considerations. The company has dealt with Grey Advertising to produce an advertisement that was friendlier but still maintains the benefits of kosher-equaling taste and quality. As part of efforts to create brand distinction, National Foods has worked with the Coleman Group to redesign packaging. The Coleman Group created a design that keeps the well-known monument logomark and its 'kitchy-ness' while expressing a sense of authenticity and comfort.

Comment:

Promotes its Hebrew National kosher hotdogs beyond its traditional markets through the efforts of president and CEO Steve Silk

Author: Hartnett, Michael
Publisher: Cygnus Business Media
Publication Name: Food & Beverage Marketing
Subject: Food and beverage industries
ISSN: 0731-3799
Year: 1998
Marketing procedures, Meat Processed from Carcasses, Slogan, Frankfurters & Wieners, Frankfurters, Grey Advertising Inc., National Foods Inc., Hebrew National

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Brewing up a potent brand

Article Abstract:

Celestial Seasonings has established a strong image that brought the company's tea products into wholesale clubs, convenience stores, grocery stores, hospitals, mass merchandisers, chain drug stores, hotels and restaurants across the globe. Celestial must find ways to compete with Lipton, fellow herbalists that include Bigelow and Good Earth, among others. Celestial is a dominant player in the specialty tea category, with more than 50% share in the herb tea category and the company captures more than 30% share in the specialty tea category as a whole, according to Blake Waltrip, Celestial's vice president of marketing for beverages.

Comment:

Creates a strong image that brings its tea products into wholesale clubs, convenience stores and grocery stores worldwide

Author: Seideman, Tony
Publisher: Cygnus Business Media
Publication Name: Food & Beverage Marketing
Subject: Food and beverage industries
ISSN: 0731-3799
Year: 1998
Processed Tea, Coffee and Tea Manufacturing, Positioning, Tea (Beverage), Celestial Seasonings Inc.

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Odwalla comes clean

Article Abstract:

Odwalla of Half Moon Bay, CA, has survived a nationwide disaster involving its Odwalla unpasteurized apple juice which was found to have some E. coli bacteria following a probe by Washington State health officials on Oct. 30,1996. The $60-million operation emerged to be more efficient and effective with announcements for a new natural-orientation product line. The Odwalla situation is now discussed as a classic case in crisis management and offers some basic strategies for building trust among customers such as ensuring human contact, getting direct access to your consumer and using the Internet.

Comment:

Survives a nationwide disaster involving its Odwalla unpasteurized apple juice which was found to have some E coli bacteria

Author: Seideman, Tony
Publisher: Cygnus Business Media
Publication Name: Food & Beverage Marketing
Subject: Food and beverage industries
ISSN: 0731-3799
Year: 1998
Fruit and Vegetable Canning, Canned Fruits & Vegetables, Canned foods, Odwalla Inc., Odwalla

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Subjects list: United States, Article
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