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Vice President, Senior Industry Analyst Russ Crupnick, speaking
Event Web site April 30 - May 2, 2007 ToyCon San Antonio, TX
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Insights Mission
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Fishery Products International
Rick Spalding
Director of Away from Home Marketing
Fishery Products International
Fishery Products International procures, processes, and markets seafood with an eye on maintaining its position as a leading seafood supplier for the foodservice, retail, and warehouse club markets. Innovation and keeping ahead of industry trends are priorities. The company’s portfolio includes products that reflect what consumers want today – among them, pan-seared seafood for lighter, healthier meal options, top-crusted fillets inspired by international flavors, and environmentally-friendly products harvested with marine sustainability in mind.
Director of Away from Home Marketing for Fishery Products International, Rick Spalding, reports NPD’s foodservice industry information is an important part of his company’s R&D efforts. “NPD has proven to be an invaluable resource for FPI over the past few years. We’ve leveraged the power of your (CREST) database and insights to validate concepts that are in development, and we rely on your channel and category-specific data to help sell through these concepts to our chain customers,” he said.
Along with CREST data, NPD custom research capabilities have been an important resource for Spalding and Fishery Products International. The companies worked together to co-develop a custom seafood study in 2005 and 2006, helping FPI understand what “consumers across the U.S. are ordering and ‘desiring’ for all major seafood species,” Spalding explained. “The study presented very powerful regional and demographic data, and it was very well received by all of our existing and potential customers. It remains a significant knowledge advantage for FPI in the marketplace.”
The custom research helped FPI identify in-demand seafood species, products formats, and applications for specific markets and target audiences. “It’s helped us build stronger selling arguments for some of our product concepts,” Spalding said. Coupled with NPD’s foodservice data on seafood servings, FPI can direct its efforts toward what’s hot and away from menu concepts that may be past their prime.
FPI incorporates NPD data and insights into the “seafood story” it builds to highlight how seafood fits within specific channels and customers. To Spalding, NPD is a strong partner for assessing market and category trends relative to operator performance. “NPD does a great job supporting our strategic decision-making by leveraging their database to help us develop go-to-market strategies and tactics,” he said.
For more information about how to make NPD information a critical part of your company’s business decisions, e-mail contactnpd@npd.com.
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