Kinsa Group Blog

According to projections made by the non-partisan Pew Research Center, Hispanics will comprise approximately 29% of the U.S. population by 2050. 

The question is, how will your organization capture its share of this rapidly-growing market?

Over the past few years, research from a number of different organizations, including the Unilever Corporation a TNS study entitled the Hispanic Shopper 360, has critically examined Hispanic shopping behavior.  While the exact statistics vary from study to study, the research as a whole has identified a number of differences in the way Hispanic individuals shop. 

Here are a few recommendations from this research to help food and beverage companies reach this market segment:

• Put your products where they shop.  Hispanic shoppers frequent a wider variety of channels than the total population, and are much less likely than the general market to shop at supercenters.  Convenience stores are especially popular with Hispanic males.
• Use Spanish in your labelling and advertising.  Research has shown that the majority of advertising/labeling Hispanic shoppers notice is in Spanish or bilingual.  In addition, Hispanics show increased brand loyalty to manufacturers who use Spanish in their advertising.
• Key-in on their concern for health and wellness.  Heart disease, children’s health and diabetes rank among Hispanic’s top concerns.  They look for food and beverage products with the phrases such as “100% ,” “fresh,” ”real” and “healthy.”
• Think out of the box.  Hispanics are much more leisurely than the average shopper.  They are considerably more aware of and open to in-store tactics to drive purchases.  Consider novel ways you could use packaging and/or in-store displays to attract the Hispanic shopper’s attention as he browses.  Work with retail partners to brainstorm branding opportunities that encourage browsing and spending more time at retail.

From Brand Managers to Strategic Marketing Consultants, the Kinsa Group can recruit and assess the food & beverage industry professionals your company needs to capitalize on market changes.  Visit our website to learn more.

It’s so hard for you to watch.

One by one, your food & beverage industry colleagues get promoted while you toil away, month after month, in your current position.  You want to wish each of them well, really, but silently you ask yourself, “Why them, and not me?  Do they know something that I don’t?”

Maybe.  If you want to realize your full professional potential, your boss must perceive you as a viable candidate for advancement.  Your hard work and accomplishments are key, obviously, but playing the personal PR game is just as critical to staying visible in your company.  If you’re looking for ways to make yourself more “promotable,” here are some great ideas to get you started:

1. Assess where you are and where you want to be.  Before you identify specific ways to promote yourself, you need to conduct an honest appraisal of your job, your professional strengths and your goals (if you have a good boss, he may even help you with this exercise).  Take the time to write down:
   –Your current job description
   –Your key strengths, skills and accomplishments
   –A description of the job you want, including the skills and experience it requires
2. Identify gaps between where you are and where you want to be.  Do you need to build your knowledge base?  Develop better management skills?  Learn a new software program?  Conducting this professional inventory will help you understand your strengths and weaknesses, and create a roadmap for where you want to go.
3. Seize every opportunity to learn.  Stay on top of new trends in your segment of the food and beverage industry to increase your knowledge and skills in areas critical to your organization.  If you want to be promoted to a specific position, find out everything you can about that job.  Read, take classes or inquire about shadowing opportunities to prepare yourself for stepping into a new role when the opportunity arises.
4. Make friends with higher-ups.  Establish rapport and cultivate good relationships with your boss and his colleagues.  When you attend company gatherings or fundraisers, do more than make an appearance.  Talk with people throughout the company, not just within your team or department. 
5. Create a portfolio.  Keep track of your professional accomplishments and contributions by assembling a portfolio that showcases your skills and experience.  When it comes time to make your case for a promotion (with either your company or a competitor’s), your portfolio will prove an invaluable tool.
6. Brag the right way.  When it comes to getting promoted, “who knows you” is often as important as “who you know.”  So do what you can to get onto key executives’ radar screens, without coming across as a braggart:
   –Accept credit graciously.  Instead of shrugging a compliment off, try saying, “Thank you.  I’m really glad my hard work paid off.”
   –E-mail your boss a brief weekly status report, outlining your major accomplishments and upcoming projects.
   –Volunteer to draft your team’s memos to department heads.
   –Present your group’s milestones at the next business planning meeting.
7. Be patient.  Promotions are not always available when you want them.  Sometimes, you have to stick with a company a little longer to get the promotion you deserve.  If you’re working for a good company, keep your eye on the prize and stick it out a little longer.

Here are a few more great tips to help you get the promotion you deserve.

If you’re in the market for a new job, or are just curious about what kind of food and beverage are available right now, please call us today.  As national recruiters specializing in the food & beverage industry, Kinsa Group offers a variety of excellent career opportunities.

Keeping your résumé current is important to your continued career development.  But unless you’re actively looking for a job, the daily demands of life, home and work can easily push this updating process down on your priority list.  If you haven’t reviewed your résumé in over a year, here are just a few good reasons why you should take a fresh look at it:

• Even if you’re currently employed, you never know when an attractive job opening may present itself.  A current résumé can help you capitalize on an unexpected opportunity – before someone else has the chance.
• Over time, your important achievements and contributions may be forgotten.  Regular updating ensures that critical, measurable accomplishments are accurately recorded.
• In many cases, your résumé creates a first and lasting impression on a potential employer.  Make sure it’s a good one.  By periodically reviewing and honing your résumé, you can create a more powerful marketing tool that accurately and favorably represents you as a professional.

Use these tips to make your résumé update simple and comprehensive:

1. Review personal information (address, e-mail, LinkedIn URL, etc.) to ensure everything is up-to-date.
2. Review your oldest job.  If it’s no longer relevant, and you have at least 10 years of documented work history without it, remove it.
3. Update your responsibilities and accomplishments.  Consider the following:  special projects; new expertise developed or job responsibilities awarded; knowledge or skills enhancement from special training or professional development; awards or other recognition; challenges you faced and solutions developed; measurable results you helped achieved (e.g., eliminating process inefficiencies, increasing productivity or sales, improving staffing or operational performance, etc.).
4. Revist your objective statement.  If it is not in line with your current career aspirations, rewrite it.  The statement can be general, but should show some direction toward the field in which you want to work.
5. Reevaluate your references.  Verify that these individuals still work where you have noted and that contact information for each is correct.  If you have developed new contacts who can attest to your recent achievements or heightened responsibility, consider replacing them with outdated references.
6. Update your résumé format.  Check online sample résumés to see if yours looks outdated and revise accordingly.  Additionally, you should create an electronic version of your résumé if you don’t already have one.
7. Proofread everything.  Sloppy spelling, grammar and punctuation may take you out of the running immediately.  If you’re not proficient in proofreading, ask a trusted friend or associate to help.

Looking for a better career opportunity in the food & beverage industry?  Give us a call.  The Kinsa Group has a wide variety of food & beverage industry career opportunities – from food science to plant operations to executive management.

This fall, the Department of Health and Human Services (HHS) and the Department of Agriculture (USDA) will jointly publish new Dietary Guidelines for Americans.  The guidelines are revised every five years by a panel of scientific experts and serve as the basis for federal food and nutrition programs.  Additionally, they are considered “authoritative advice” for Americans on dietary habits that will promote good health and reduce the risk of major chronic diseases.

So what will the guidelines likely recommend?

• Reduced salt consumption.  Linked to hypertension, heart disease and other health problems, salt has become a primary governmental target in recent years.  Although most major food companies have already substantially lowered sodium in their product lines, the question is still at the back of my mind - will the feds begin to actually ration this ingredient?
• Reduced use of sweeteners.  Ingredients like high fructose corn syrup have been linked to now-epidemic obesity in our population.  Our government is waging war on these sweeteners.  In 2009, President Obama alluded to soda taxes as one way to battle obesity – essentially making soda the “new tobacco.”  California and Washington already have huge “sin taxes” on soft drinks.  And even though over half of Americans oppose them, several other states have put these taxes on the legislative table.  What’s next?
• New label regulations and advertising bans.  The people have spoken, and they want change.  In a recent survey by Food Minds, 86% of respondents were in favor of the overhaul on food and front-of-label packaging that lists calories and beneficial nutrients.  Nearly three quarters of respondents support government-sponsored educational program to help Americans understand the difference between “good” foods and ” bad” foods.  Additionally, over half of the respondents would support the government banning of advertising “unhealthy” foods to children.

Bottom line, our government is attempting to play an increasingly larger role in determining what we put in our bodies.  Individual choice and responsibility are under fire.  And, unfortunately, the food industry – despite best efforts to provide safe, nutritious food at affordable prices – is under tremendous pressure to do even more.

Kinsa Group can help you prepare for the changes coming to the food & beverage industry.  As recruiters specializing in the food & beverage industry, we can provide quick access to the top Research and Development specialists your organization needs.