McCain Foods USA, the foodservice manufacturer known as the "World Leader in French Fries and Appetizers," supplies its McCain, Ore-Ida, Brew City, Anchor and Moore's branded products to scores of restaurants and institutions, as well as the U.S. military. In a market in which consumers seek innovative, flavorful products and fun food experiences, it's critical for McCain Foods USA to keep one step ahead of food-related trends - and the competition. We spoke with McCain's Director of Brand Marketing, Paul Gere, to find out how he and colleagues across his company put NPD market information to work addressing their pressing business questions.

NPD: From your perspective, what have been the greatest benefits of using NPD market information?

McCain Foods (Paul Gere): NPD's market insights have helped us to see our categories through our customers' eyes, enabling us to design and deliver products and services that meet their specific needs.

NPD: What kinds of business challenges has NPD market information helped your company resolve?

McCain Foods: NPD data has been very helpful in setting new product and business development strategies. Once these strategies are implemented, NPD's data is also very impactful when included in a fact-based selling proposition to the target segment or customer.

NPD: How is NPD information used at different levels of your company?

McCain Foods: NPD data is used at multiple levels within our organization. At an executive level, market information provides industry and category insights and helps to identify and support new business strategies and initiatives. NPD information is often reviewed as part of our monthly Executive Team meetings. At management levels, NPD data helps with new product development, volume planning and review, and customer sales strategies and presentations.

NPD: In what ways has NPD market information been valuable to your business decision-making?

McCain Foods: NPD's insight has helped us identify and validate several segment-specific business growth opportunities. It has also been used as a reference point for annual and strategic planning.

NPD: Can you provide specific examples of a way in which NPD information helped your company address a specific issue?

McCain Foods: NPD information has helped us validate new product concepts, thereby ensuring stronger new product successes. It has provided consumer insights that have made us more effective in positioning our products to our customers. We've utilized custom NPD research to develop insightful, hard-hitting, customer-specific presentations, initiatives and products. The custom NPD research we've conducted has enabled us to give our customers a view of their business that they've never seen before - along with business solutions that only we can provide to them.

NPD: What would you say to other manufacturers and retailers considering NPD's market information services:

McCain Foods: If your industry is like mine, where market data is hard to come by and consumer insight is even harder to find, NPD can help to provide that view. NPD market information can drive decisions as strategic as where to develop new business growth or markets and as simple as flavor preference for a new product concept. Finally, if your organization is at all serious about consultative, fact-based selling, NPD information should be in the toolbox of every member of your sales team! In addition, I would say NPD's client service is world-class. From custom research to industry insights, we get quick, professional support.