What does it take to grow a brand in a category dominated by private labels, shifting consumer habits, and ever-increasing commercial pressure? For Jeroen Stirnberg, Marketing Director at GranFood, the answer lies in disciplined decision-making, sharp consumer relevance, and unwavering strategic clarity, not in flashy campaigns or chasing trends. In this conversation, Jeroen shares how Grand’Italia, the Netherlands’ leading pasta and sauce brand, navigates brand growth throug

In today’s market research landscape, attending a conference without encountering a presentation on AI is akin to embarking on a quest...

The importance of setting prices optimally has evolved into a discipline applying advanced methods and solutions. The importance of...

“Is our commercial experiencing wear-out?” is a question I come across often. The threat of wear-out is something that concerns...

Client’s challenge The retail landscape is changing rapidly. Providers are disappearing and at the same time more and more online...

Client's challenge Every brand wants to increase its turnover and grow its brand. But how do you find the KPI to focus on? Which KPI...

Client's challenge One of our clients is very successful within a specific subcategory. This subcategory makes up 50% of the total...