The campbell advantage
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INSERT RETAILER LOGO. The Campbell Advantage. {Insert Presenter’s Name & Title Here] [Insert date]. Goals of meeting. Review current state of the business Share Campbell strategic direction Listen and understand the strategic direction (INSERT ACCOUNT) is taking over the next few years

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The Campbell Advantage

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The campbell advantage


The Campbell Advantage

{Insert Presenter’s Name & Title Here]

[Insert date]

Goals of meeting

Goals of meeting

  • Review current state of the business

  • Share Campbell strategic direction

  • Listen and understand the strategic direction (INSERT ACCOUNT) is taking over the next few years

  • Discuss opportunities to drive business

  • Align on strategic initiatives for the next 12-24 months

Suggested agenda

Suggested agenda


8:00-8:30 Coffee and Breakfast

8:30-8:45Welcome and Introductions

8:45-9:15Business Update

9:00-9:15 Why Campbell

9:15-9:30The Complete Selling Approach

9:30-10:45Segment Based Solutions


11:00-11:15New Items and New News

11:15-11:45Strategic Direction and Opportunities to Drive Business

11:45-12:00Wrap up and Close

Business update


Business Update

[Insert Presenter Name Here]

Executive summary

Executive summary






The campbell advantage

Headline # 1



Headline # 2



Headline # 3



Business dynamics

Team VP to populate


Action Steps

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Growth Drivers


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Insert additional performance slides as needed

Why campbell who we are and what we stand for


Why Campbell?Who we areand what we stand for

[Insert Presenter Name Here]

Why campbell

Why Campbell

  • 140 Years History

  • 19,000+ employees

  • #1 Soup manufacturer in the world

  • #1 Vegetable Juice brand in the world (V8®)

  • #3 Cookie and Cracker manufacturer in the world

  • #1 Children's cracker in the world

  • At least one Campbell product is in 94% of all U.S. households

The campbell advantage

We have a robust portfolio of brands to grow your sales

The campbell advantage

We have a robust portfolio of brands to grow your sales

The campbell advantage

We have a robust portfolio of brands to grow your sales

Our mission guides our journey to becoming the world s most extraordinary food company

Our mission guides our journey to becoming the world’s most extraordinary food company

Our cultural tapestry

Our Cultural Tapestry

Campbell is committed to nourishing our consumers neighbors employees and planet

Campbell is committed to Nourishing our Consumers, Neighbors, Employees and Planet

Nourishing our consumers

Nourishing our Consumers

  • More than 100 soups at healthy sodium levels, including Campbell's condensed Tomato

  • More Pepperidge Farm bakery products certified by the American Heart Association than any other bakery

  • 70+ product varieties that meet requirements for Canada’s Heart and Stroke Foundation Health Check™

  • Participated in the Healthy Weight Commitment Foundation to help reduce obesity

  • Increased sales of our Nutrition and Wellness Product Portfolio by more than 20%

  • Offered more than 115 U.S. products certified by the American Heart Association

  • Were the first company to receive the “Mission Achievement Award” from the American Heart Association

  • Reached more than 330 million people so far through our “adDress Your Heart" campaign

Campbell foodservice health wellness vision

Campbell Foodservice health & wellness vision

Campbell North America Foodservice is a leading innovative solution provider of great tasting, nutritionally responsible foods, by leveraging our commitment in vegetable nutrition, sodium technology combined with our strong culinary capabilities

Situation Assessment


Technical Platforms

What are the key drivers?

Benefit Platforms

Product Attributes

  • Fruits & Vegetable

  • Vitamins & Minerals

  • Whole Grain

  • Ex. V8 & V8 VFusion

  • Fat

  • Calories

  • Ex. Well & Good & PF 100 cal Snacks

  • Fat

  • Saturated Fat

  • Cholesterol

  • Sodium

  • Ex. Select Harvest, Healthy Request & Tomato

  • Reduce the Negatives

    • Sodium

    • Trans Fat

    • Fat Calories

    • Sugars

  • Enhance the Positives

    • Vegetable Nutrition

    • Fiber

    • Protein

    • Vitamins

  • Consumer trends and attitudes

  • Legislation – current and proposed

The campbell advantage

Balance calories

195 products ≤ 100 calories

Choose variety of vegetables

Over 40 products deliver a full serving

Increase fruits

V8 V-Fusion juice provides a full serving

Make at least half your grains whole

7 baked cracker and graham products made with whole grains

Moderate fat

> 350 soups, sauces, bakery and beverages with no trans fat;

> 150 soup, sauces and bakery low in fat

Choose and prepare foods with little salt

Over 100 products ≤ 480 mg sodium

Working to continuously advance the nutrition and wellness profile of our products

Last Updated 2009

Includes only Campbell Brands

New products grounded in health and wellness

New products grounded in health and wellness

V8 V-Fusion® + Tea is a 50% juice featuring fruit and vegetable nutrition with 1 combined serving of fruit and vegetables in every 8 ounces, plus the antioxidant benefits of natural green tea.

Made with whole grain and no artificial prosperities, new Goldfish Muffin Puffers bring a friendly face to breakfast.

Baked Naturals™ Cracker Chips and Chocolate Giant Grahams offer wholesome snacking options for all ages.

Select Harvest® fits any Health and Wellness program with 480mg of sodium pre 8oz serving.

Campbell is committed to nourishing our neighbors

Campbell is committed to nourishing our neighbors

  • More than 1000 employees from five different locations volunteered during Make a Difference Week

  • Logged nearly 20,000 volunteer hours in the U.S.

  • Tracked over 310,000 hours of "active" play time through Team Xtreme

  • Support more than 10,000 Camden young people as part of the Campbell Soup Foundation’s Summer Program

  • Distributed more than $28 million in product donations across the globe

  • Collected 77.1 million pounds of food during the annual Stamp Out Hunger food drive

  • Awarded $2.5 million worth of equipment to schools through Labels for Education

Campbell is nourishing employees and winning in the workplace

Campbell is nourishing employees and winning in the workplace

  • World-class employee engagement ratio of 17:1

  • Received the Catalyst award for our work with women in the workplace

  • 45% of Campbell employees are women

  • Earned a 2010 Platinum Award from The National Business Group on Health

  • Exceeded safety benchmarks in our industry

  • $145 million in spends with women and minority-owned suppliers

  • Provided $1.1 million in tuition assistance

  • Seven Business Resource Affinity Networks

  • Were recognized by the American Heart Association as a “Fit Friendly Company.”

2010 Catalyst Award

We are resourced to bring to you the best in people talent, segment knowledge, and business applications

Campbell is committed to nourishing our planet

Campbell is committed to nourishing our planet

  • Established a new goal to eliminate 100 million pounds of packaging by 2020

  • Invested more than $6 million in Environmental Sustainability Projects

  • Eliminated more than 3.5 million pounds of steel and 1 million pounds of fiber while saving more than $4.5 million

  • Recycled more than 83% of the waste we generated

  • Reduced our water use by more than 150 million gallons

  • Met our U.S. EPA Climate Leaders Goal, reducing CO2 emissions/production unit by 12% between 2005 and 2010

  • Named to Dow Jones Sustainability Indexes

Our alliances speak to our commitment

Our Alliances Speak to Our Commitment

Our commitment to csr and integrity have received wide recognition

Our commitment to CSR and integrity have received wide recognition

The complete selling approach


The Complete Selling Approach

[Insert Presenter Name Here]

The campbell advantage



5.Continuously improve division-wide productivity

2.Strengthen Back of House competitiveness by creating winning customer solutions in Meals and Meal Makers

3. Make our products more broadly available & relevant through best in class go to market strategies & sales execution

7. Advance a powerful commitment to sustainability and corporate social responsibility

1. Drive Front of House growth in branded Healthy Beverages, Baked Snacks, and Simple Meals

4. Strengthen our business through outside partnerships and acquisitions

6. Improve overall organization excellence, diversity, engagement, and innovation

Complete selling approach how we grow your business

Complete Selling Approach – How We Grow Your Business

Our sales structure enables a more complete selling approach:



  • Focused resources on both distributors and operators

  • Deliver insights based, value added, programs to distributors

  • Help operators meet consumer needs with actionable insights and innovative solutions

  • Create mutual sustainable growth



Distribution Development

Mutual Business Growth

Customer Collaboration

Complete selling approach how we support you

Complete Selling Approach – How We Support You

Our balanced approach focuses on distributors AND operators:

Distributor Support

Operator Support

6 Direct Regional Business Managers

40 Regional Broker Groups

6 Direct Regional Business Managers

22 Direct Business Development Managers

Education, Healthcare and Street Specialists supporting Operators and Distributors

Working together to drive growth operator development

Working Together to Drive Growth - Operator Development

In the new Go-to-Market Model, responsibility for Operator Development with A accounts lies with the Regional Business Managers-Operator (RBM-O) and Business Developments Managers (BDMs)

The Brokers have responsibility for designated A accounts, as well as all other accounts.

The Brokers also have a responsibility to ensure that Distributor Sales Reps (DSRs) are focused on selling our products through to all Operators.

Dedicated Sales Planning & Strategy team working with the marketing team to create programs and allow sales to spend more time in the field.

Segment experts for Street, Healthcare, K-12, and C&U

Campbell culinary and baking institute

Campbell Culinary and Baking Institute

  • Culinary Voice of Campbell

  • Track & Provide Culinary Trends

  • Culinary and Baking Expertise

  • Product Innovation, Gold Standards & Product Authenticity

  • Support application & recipe development; Menu ideation

  • Customer Collaboration & Back of House Needs

Thomas Griffiths, CMC

Senior Executive Chef and

Director-Campbell's Culinary & Baking Institute

Our focus segments education healthcare street


Our Focus Segments___EducationHealthcareStreet

[Insert Presenter Name Here]

The campbell advantage

The K-12 Segment

K 12 segment overview

K-12 Segment Overview

  • 30.5 Million Children Served Daily for lunch – 5 Billion Annually

  • 95% of all schools participate in the National School Lunch Program (NSLP)

  • 10.1 million children served daily for breakfast – 1.7 Billion Annually

  • Top Breakfast States - % Serving

    • Arkansas, South Carolina, North Carolina, West Virginia, Delaware, Florida, Texas, Kentucky, Oklahoma, Rhode Island

  • After School Snack Program – Offered in 51% of all districts

  • Operator Food Purchases –

    • Total Foodservice $226.5 Billion

    • School Foodservice $8.7 Billion or 3.8% of Total

  • Majority of district operations are self op – 15 to 20%

    * 2011 Little Big Fact Book - SNA

K 12 segment overview1

K-12 Segment Overview

  • Enrollment is expected to continue to increase through 2018 – 59.8 Million Students

  • Minorities currently make up 45% of total public school enrollment

  • Cost pressures forcing more commodity usage – which is driving better products

  • More menu incidence opportunity

  • Changing taste profiles are front and center, along with Healthy Meals

  • Focus on top 500 districts

    • Largest 100 serve 22% of enrolled students, 500 serve 43%

    • Have a larger % of Free and Reduced – 52%

      * 2011 Little Big Fact Book - SNA

Key Takeaway - The segment is large and growing

K 12 segment trends

K-12 Segment Trends

  • School Regulatory environment changing rapidly

  • USDA Regulations calling for:

    • More Whole Grain Products

    • Increased servings of Fruits and Vegetables

    • Higher Food costs, limited increase in funds to cover

    • Consolidation to 1 menu planning program

    • Lower Sodium

  • Increased Pressure on Foodservice Directors

    • Cost implications of new lunch and breakfast patterns

    • Increased expertise required to follow regulations

    • Increased focus on budget cuts district wide

    • Continuing to offer healthy products that students will eat

K 12 segment trends1

K-12 Segment Trends

  • Campbell is set up to Win!

  • Product Line Up

    • Pepperidge Farm Goldfish – Whole Grain, Baked, No High Fructose Corn Syrup and #1 Recognized Kid snack

    • Healthy Beverages – V8 V Fusion ®

      • Testing in 2010 with results showing extremely positive outlook from students

      • Merchandising to support in-school growth

    • Low Sodium and Kids Fun Favorites Soup

      • On Target Nutrition

    • Future Innovation to support participation in schools.

      • Winning with Kid Approved, Nutritious products

      • On trend products meeting USDA Guidelines

    • 2011/2012 Promotion Support

Key Takeaway – Our products meet the evolving needs of the K-12 Segment

V8 v fusion is a proven success in k 12

V8 V-Fusion® is a Proven Success in K-12

Quantitative Results

Qualitative Results

School Foodservice Directors Feedback

Student Feedback

  • Tested in three school districts across K-12 for four week period.

  • The test validates an immediate opportunity for the V8 V-Fusion® 8 oz. slim cans:

    • A la carte, priced between $1.00 - $1.25

    • Other applications including the tray, vending, breakfast and after school

  • In all three districts, sales exceeded 100% attainment

“I really like [V8 V-Fusion®], it tastes like fruit juice!”

“the kids are loving V8 V-Fusion®”

“I’ve had this before, my parents buy V8 V-Fusion® at home”

“…the students really enjoyed [V8 V-Fusion®]

The campbell advantage

Both Mom’s & Kids Have a Great Affinity for Campbell’s Soups…

Momfinity Ranking of Simple Meals Category:

Kidfinity Ranking of Simple Meals Category:

Base: Moms of Kids 6-12 years old

Base: Kids 6-12 years old

Young Love| April 1 2010 |

The campbell advantage

The Soups are Seen as Both Wholesome and Fun

Campbell has products to meet all k 12 feeding occasions

Campbell has products to meet all K-12 Feeding Occasions

The campbell advantage

The College and University Segment

College and university segment overview

College and University segment overview

2010 Technomic Forecast Operator Sales $ 12.87 Billion

Operator Purchases $ 5.6 Billion

US Points of Contact 4,417

Foodservice Management Companies control 45% of the segment.

“The Big 3”- Sodexo, Compass, and ARAMARK have most of the contract business.

Goal is to keep student “cash/dining dollars” on campus

Multiple locations /venues

Promote culinary/ chef expertise

Variety of foods

Variety of nutritional needs

College campuses are full of foodservice opportunities that line up well with the Campbell product portfolio

C u operators are challenged in managing all aspects of the operation

C&U Operators are challenged in managing all aspects of the operation

Balancing multiple types of operations – cash op, board plan, C-Store, catering

Managing multiple chain contracts

Cost pressures

Student demands for multiple cuisines

Student demand for familiar brands

Facility management pressures

Off-campus competitive pressures

Labor issues


Need for more late night activities

4th day part

Campbell foodservice has products to assist in a number of these challenges

College and university trends

College and University Trends

  • Customization

  • Flavor Interpretations

  • Flavor Curiosity

  • Comfort Foods

  • Portability & Snacking

  • Social Responsibility

  • Health & Wellness

The Campbell product portfolio is aligned to these trends

Source: 2009 Technomic Top 50 Universities Foodservice Report


Campbell has products to meet college and university feeding occasions

Campbell has products to meet College and University Feeding Occasions

The campbell advantage

The HealthcareSegment

Healthcare segment overview

Healthcare segment Overview

UPMC Hospital

Key Takeaway – the Healthcare segment is recession proof with high growth potential

**Understated, estimated at $105MM, **US healthcare growth fueled by Novation sole source frozen soup contract

Source: TECHNOMIC 2008/2009 US Foodservice Industry & 2010 GPO Assessment Outlook, Source: 2010 Westport (2009 Data)

Total U.S. healthcare segment sales = $8.0B

Acute care ($3.4B) & long term care ($4.6B) make up two equally important sub-segments (43% and 57% respectively).

Despite tough economic conditions, U.S. healthcare sales have consistently grown (7.8%**) outpacing healthcare industry growth (1.5%).

Winning in the Healthcare Channel is critical to achieving the Campbell Soup mission “nourishing people’s lives everywhere, everyday”

Key trends in the healthcare segment

Key trends in the Healthcare segment

2011 New Dietary Guidelines focus on sodium reduction, eating nutrient dense foods and balancing calories to manage weight.

Additional healthcare drivers include-

Patron satisfaction – Campbell technologies (vegetable goodness, sodium reduction) deliver on patron need for great tasting food while meeting dietary guidelines.

Comfort Foods – Campbell’s delivers on comfort whether it is “soup as soup” or “soup as an ingredient”

Menu Simplification – Campbell offers ways to simplify operations through Campbell’s Culinary Kitchen

Wellness - Wellness is a key tenant of the Campbell mission

Heart Health

Weight Management

Positive Nutrition (Vegetable Servings, Whole Grains, etc.)

Hospital acute care menu and food costs challenge operators

Hospital/Acute Care menu and food costs challenge operators

Average food cost per meal

High - $1.79

Medium - $1.59

Low - $1.44

Floor Stock PPD - $0.96

Average range PPD Nourishments – $0.14 - $0.44

Average Café Check - $3.66

70% regular vs. 30% special diets

Cycle Menu 4-7 days/Select & Non-Select

22% offer room service with half the remaining are investigating implementing

Comfort foods increasing presence

Menu must meet state/federal regulations

Hospital operators are challenged to deliver delicious, high quality patient meals under budgetary constraints while meeting state/federal guidelines.

Source:HFM Talking Points March 2009

Hospital acute care trends link to campbell initiatives

Hospital/Acute Care trends link to Campbell initiatives



Ethnic flavors

Comfort foods

Exhibition cooking

Hiring of culinary talent

Heart healthy foods

Elimination of trans-fats

Menu simplification

Consumer satisfaction through on-demand service (room service)

Source: ASHFSA “Trends” Vol 11, Issue 2

Long term care food budgets challenge operators

Long Term Care food budgets challenge operators

Cost per resident day average- $4.75

Three meals and a snack

Average range $3.75 - $6.00

Depends on type of facility and controls in place

Independent living and assisted living generally have higher food costs as they cater to private pay residents

Average supplement cost-$0.30

Typically 4 week menu cycle; however, some facilities are opting for resident directed menus

Menu must meet state/federal regulations

Comfort foods like soup have a strong presence

Long term care operators are challenged to deliver delicious, high quality resident meals under tight budgetary constraints while meeting state/federal guidelines.

Source: Consultant Dietitians in Healthcare Facilities 2009

Long term care trends focus on dining quality

Long Term Care trends focus on dining quality

Local farm to table (sustainability)

Bite size desserts

Ethnic adventures

Finger foods

Room service

Resident centered dining

Upscale buffets

Unique themes

Campbell foodservice offers products to meet these trends - both fully prepared and as ingredients

Source: Dietary Manager Magazine February 2009 & February 2010

Campbell has products to meet the wide variety of feeding occasions across the healthcare segment

Campbell has products to meet the wide variety of feeding occasions across the Healthcare segment

The campbell advantage

The Street Segment

What do we mean by street

What do we mean by “Street?”

  • Defined as non-contracted* volume or independent operators

  • Distributors classify street as having unit level purchasing autonomy and less than 10 units

  • Equates to roughly 39% of the traditional foodservice industry (not including cash & carry, travel, vending or National accounts)

Street = Independent Operators.

*Versus Contracted: Foodservice Management, Group Purchasing Organizations, National Accounts, and Regional Chains

Sources: Technomic 2008-2009 US Foodservice Industry; IFMA 2010: a year of Challenge and Success; Technomic 2008 “Future of the Independent”

While street is important to us we are underpenetrated regardless of the category

While Street is important to us, we are underpenetrated….regardless of the category

$21 MM

$40 MM

$5 MM

$82 MM

Estimated Street Business Manufacturer Sales

$19 MM

There is a HUGE opportunity to leverage the vast Campbell Portfolio

Sources: Estimates based on Technomic and internal Envision data; per. J. Friedberg 2010

Why are independent operators important to our distributor partners

Why are Independent Operators Important to our Distributor Partners?

  • Tier 2 & Tier 3 are predominantly skewed towards independents and prefer manufacturer brands

  • USFS and Sysco both state Street is their #1 Strategic initiative

    • Represent a disproportionately high share of profitability

    • Allocate people and value-added services to achieve better penetration

    • …and use the profit generated to offset the lower margin, higher growth chain volume

Street operators represent scale and profitability for distributors.

What do operators want us to share with them

What do operators want us to share with them?

% “Strong Positive Impact”

Overall: Use and Impact of Manufacturer/Broker Special Services

For Operators -it’s about providing the right value-added solutions. It’s NOT just about price.

Sources: Technomic 2008 “Future of the Independent”

Campbell has products for all operator formats

Campbell has products for all Operator formats

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