For the first time in my 25 years in the food business, I'm seeing brand marketers and retailers working together. The model used to be a salesman or broker sitting across the desk from a buyer haggling over price or the amount of promotional support. Now we are seeing result-oriented discussions on increasing the efficiency of delivery and warehousing.
But what about that "c" for consumer in Efficient Consumer Response? Retailers have finally admitted that brands could offer much in