Specialty Food Magazine

JAN-FEB 2013

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

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C reative ollaborations Enormous potential—and serious pitfalls—can be had in working with another company to create a new co-branded product. The companies behind four successful partnerships share their experiences in a new kind of teamwork. BY NICOLE POTENZA DENIS F resh ideas are the lifeblood of nearly any business. As an industry, specialty food is known for creative thinkers who are willing to take serious risks in the name of great food and customer satisfaction. Some businesses are doing just that by working with other likeminded brands to create new products that showcase the best of both companies. 24 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com © 2012 MICHAEL AUSTIN C/O THEISPOT.COM The numerous benefits of these collaborations include boosting both brands' recognition factor, but the risk can be just as high: the possibility of diminishing your own brand with a project in which you don't have complete control. So how do you know when a collaboration will be a good fit? We speak with industry experts and well-known suppliers to find out the secret to a successful product partnership.

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