Broker/Wholesaler Corner
Topco names Linda Severin vp, marketing
Topco Associates LLC, Elk Grove Village, Ill., announced that Linda Severin joined the company as vice president, marketing. In this role, Severin will be responsible for Topco’s brand management, market intelligence and innovation groups. She will report directly to President and CEO Randy Skoda.
According to Topco, Severin has more than 25 years of experience in consumer packaged goods and the food industry. She has worked for such well-recognized companies as Sara Lee Corp., Campbell Soup Co. and ConAgra Foods.
One of Severin’s most relevant experiences was with The Kroger Co., Cincinnati, from 2007 to 2012, where she was vice president, corporate brands. At Kroger, she led a large team responsible for portfolio, brand and loyalty strategy for store brands, Topco said. Key focus areas included new product development, brand innovation, category vision, packaging, marketing, loyalty and merchandising strategies.
AWG updates Clearly Organic packaging
Kansas City, Mo.-based Associated Wholesale Grocers (AWG) said it updated the package design for its Clearly Organic brand of food products. Up to 40 existing and new products have been released under the redesign, and during the next six months, 150 more new products will be added.
From a design perspective, the clean look of the new packaging reflects the clean products within. The color choices are those found in nature, which best echo the Clearly Organic line, AWG said.
The Clearly Organic social media pages will play a big part in announcing the new products launching in the coming months. AWG said it recently launched a Clearly Organic website, which includes social media feeds for daily updates on the brand.
IGA, WWP partner for exclusive-brand donation initiative
The Independent Grocers Alliance (IGA), headquartered in Chicago, announced that it joined forces with the Wounded Warrior Project (WWP) in its fourth annual IGA exclusive-brand donation initiative. During this national campaign — running in participating IGA stores from May 26 through Sept. 1 — a number of WWP/IGA cobranded products will be available for purchase in participating IGA stores.
For 2014, IGA said it will again make available specially marked cases of WWP-branded IGA bottled spring and drinking water, as well as WWP-branded IGA hotdog and hamburger buns and WWP-branded IGA ice cream. By fall of this year, IGA plans to donate $250,000 to WWP.
As in years past, select IGA Red Oval partners will be joining in with a contribution from displays placed in IGA stores, IGA said. Kraft featured beverage enhancers include MiO, Crystal Light and Kool-Aid. Again this year through a partnership with The Hershey Co., Mondeléz International and Kraft Foods, IGA retailers will also be offered S’mores half- and quarter-pallet-ready displays that include Honey Maid Graham Crackers, Kraft Jet Puffed Marshmallows and Hershey’s Milk Chocolate Bars.
Additional funds added to the total will come from retailers’ own fundraising efforts held through community events and in-store campaigns, as well as the June 9 IGA WWP Golf Outing at Cantigny Golf Course in Wheaton, Ill., and consumer donations through IGA’s WWP microsite, IGA noted.
New to this year’s program, IGA retailers will be provided with social media components such as approved messaging and graphics that will help them connect with their shoppers on Facebook and Twitter to build awareness of their participation in the IGA WWP program, IGA explained. Also new is point-of-purchase signage that demonstrates WWP’s holistic approach to serving injured service members through programing devoted to four pillars: mind, body, engagement and economic empowerment.