Every food retail company in the world connects in the same way- with their brand. How they go to market, how they engage customers, how they price their products, even how their company can connect on a "higher purpose"- all strategies, tactics, communications, and actions should be centered upon the brand message. Know your brand and you are heading in the right direction. Forget your brand and risk being over-taken by your competition. The world of food retail is tight on margins and heavy on traffic. If you are going to compete, you need an identity.

It is an exciting time to be in the food industry Not only are the customers more informed than ever, but the demands they place on their retailers of choice include personalization, lifestyles, and connectivity. When will they run out of their favorite product? When do their demands change throughout their lives? When do they want you to help them, and when do they want you to back off? All are questions at the top of every food retailer's mind. In this text, we will take the reader from the origin of the science we call Category Management, through to the best practices and Category...