Nestlé Courts Retailers With Consumer Insights

Brad Alford is the first chief executive officer of Nestlé USA to come from a marketing background, rather than from the sales side of the business. And he's making the most of it. Alford's leveraged his expertise to instill in his workforce the importance of understanding different demographic groups. One of the first things I tried to get across is that we're a consumer-driven business

GLENDALE, Calif. — Brad Alford is the first chief executive officer of Nestlé USA to come from a marketing background, rather than from the sales side of the business. And he's making the most of it.

Alford's leveraged his expertise to instill in his workforce the importance of understanding different demographic groups.

“One of the first things I tried to get across is that we're a consumer-driven business and we need to understand consumers, and have more competency i

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