GMA Awards Kraft For Work With Safeway

Jun 15, 2004
George Anderson

By George Anderson

The Grocery Manufacturers of America presented the first Associate Member Council (AMC) CPG Award to Kraft Foods for the company’s innovation and industry collaboration efforts.

The award was presented for Kraft’s work with Safeway, using cross-functional teams, to improve supply chain operations, increase sales and reduce expenses.

Ron Volpe, Kraft’s supply chain director said, the company was able to improve sales in one category by 162 percent as a result of its collaboration with the grocery chain.

“The cross-training that has occurred between companies has raised the level of awareness of the business implications of decisions,” he said. “What started as a way to approach
supply chain issues has rapidly become a ‘best practice’ throughout and across both organizations.”

Moderator’s Comment: What is the current state of trade relations and collaboration between grocery wholesalers/retailers
and CPG manufacturers? Is the experience of Kraft and the other finalists recognized by GMA indicative of what’s taking place in the market?

Besides the winner, six other companies were identified for achievement including: Bird’s Eye Foods (trade promotion management), Campbell Soup (data synchronization),
E&J Gallo Winery (category business intelligence), Heinz (trade promotion management), PepsiCo (global manufacturing and logistics capital procurement), and Welch’s (trade
promotion management).
George Anderson – Moderator

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