![]() ![]() The history of putting food into cans is, of course, largely a story of taking fresh items and preserving them. households, Morrison’s plans are bound to affect the way Americans eat. But one thing is for sure: with Campbell’s products in more than 90% of U.S. Whether that’s brilliant or paradoxical depends on your perspective. Convenience food has typically meant processed food, so when Campbell’s starts “bringing those capabilities to the fresh space,” as Morrison puts it, what that really means is taking 145 years of experience with processing, branding and convenient packaging from cans and boxes and moving it to the produce aisle. ![]() After 3½ years on the job, Morrison continues to contend with critics who lament Campbell’s lackluster stock price, even as the company posted better-than-expected earnings in its most recent quarterly report. With every new kale-quinoa-Greek-yogurt trend, that task keeps getting harder. So for Campbell’s to succeed, it must give parents foods that satisfy their idea of what’s healthy and appeal to the average kid without dirtying a dish. For all the desire to eat fresh, working parents face the challenge of getting family dinner on the table. As anyone who has read a restaurant menu or walked the sprawling organic aisles of a supermarket knows, Americans are fixated on eating healthier–even if they don’t always follow through. Something, perhaps, like a potato-chip carrot. As the head of one of the world’s largest food companies, Morrison has the job of applying the core DNA of a firm that sells 2 billion cans of Campbell’s soup each year to shifting American tastes, constantly searching for a new take on the notion of convenience food. ![]()
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