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Years ago, when there were so many more F&F suppliers than now, companies sought to distinguish themselves from their competition. Size of the companies then was not as much a factor as it is today, the playing field was a bit more level. First came the neophyte marketing departments, offering broad industry info and a concept or two for clients. This caught on with the client companies since it was a value-added service offered for free. As time went on, the race for recognition quickened and more sophisticated marketing departments were established in even more supply companies. The concept iteself was no longer good enough. Flavor and fragrance suppliers began to develop package prototypes, trademark names, even some raw consumer testing to reinforce the power of their concept. And so it grew.
This is only an excerpt of the full article that appeared in P&F Magazine, but you can purchase the full-text version.