Becoming a Concept Selling Company for Chocolate & Beyond
07 Dec 2015 | Barry Callebaut
At FiE 2015 in Paris, Barry Callebaut aimed to reaffirm its position as “the Global Chocolatier” and turn global consumer insights and industry trends into new products and concepts for the increasingly discerning mass market consumer. “Craft, Create and Collaborate” is the tagline for Barry Callebaut, as it looks ahead to 2016 and beyond.
“What we showed at FiE, is our basic transformation as a company. It is great to have good ingredients, but at the end of the day, it is about how to combine them to create great solutions for our customers,” says Bas Smit, Head of Marketing at Barry Callebaut. “So what we have been doing here is to highlight how we ‘Craft, Create and Collaborate,’ in order to understand what the consumer world of tomorrow looks like. Furthermore, we combined and grouped them into specific ‘Benefit Territories’.”
“What we showed at FiE, is our basic transformation as a company. It is great to have good ingredients, but at the end of the day, it is about how to combine them to create great solutions for our customers,” says Bas Smit, Head of Marketing at Barry Callebaut. “So what we have been doing here is to highlight how we ‘Craft, Create and Collaborate,’ in order to understand what the consumer world of tomorrow looks like. Furthermore, we combined and grouped them into specific ‘Benefit Territories’.”
