Supplier News Breaks
Crunchies restructures to help drive expansion
February 14th, 2014
WESTLAKE VILLAGE, Calif. – Crunchies Food Co., a maker of natural, freeze-dried fruit and vegetable snacks, is initiating a corporate restructuring into account business teams to strengthen operations and facilitate expansion, including retail distribution.
The company said Friday that customer operations will encompass designated customer focus teams and oversee consumer packaged goods (CPG) best practices in such areas as sales activities, interaction with leading retailers, logistics, order and invoice reconciliation, order entry and pricing maintenance.
Crunchies also noted that, effective immediately, there will a single point of contact for customer operations. An expanded sales team will include two regional vice presidents and trade and event coordinators.
In addition, the company said it will strengthen investor relations, banking relations and financial analysis in finance; increase research-and-development capabilities and quality control expertise and certification verification; and begin a non-GMO project, with FDA, organic, gluten-free and Kosher plant certification in hand.
Also planned are increased brand-building marketing initiatives, including multiyear sponsorship of healthy lifestyle events such as the Amgen Tour of California, Los Angeles Marathon and Bay to Breakers National Health Fair, plus extensive event sampling and couponing at nearly 50 events nationwide in 2014.
In addition, Crunchies is set to debut two new lines of freeze-dried fruit and veggies snacks, as well as new varieties within existing lines, at Natural Products Expo West, the natural food industry’s largest trade show, held in Anaheim, Calif., on March 7 to 9.
Crunchies said its restructuring stems from a new infusion of investment capital to help the brand maintain its rapid annual growth rate and propel the expansion of its customer base, ingredient sourcing operations, sales activities and plant certifications going forward.
Besides landing distribution at such retailers as Walmart, Rite Aid, Wegmans, UNFI, KEHE, Raley's, Bristol Farms and Harris Teeter, Crunchies said it will begin expansion into important sales channels such as drug stores, convenience stores and mass merchants.
Crunchies added that the new customer teams were put in place to better serve its national and regional retailers in order entry, logistics and deduction management, with the aim of taking more cost out of the system to provide the highest quality product at the lowest possible price. The company now manufactures 27 varieties of dried fruits and vegetables.
"With Crunchies in the midst of its most dramatic period of growth ever, every member of our team, as well as our growing list of valued investors, shares the same commitment to serving the needs of our customers in the most thorough and responsive manner possible," stated president and chief executive officer James Lacey. "We've spent years educating consumers about the importance of healthy, all-natural foods and about the nutrition and taste attributes of the freeze-dried category as a whole. We're proud so many millions of people have become loyal Crunchies fans and that so many respected retailers have recognized the appeal of our products among health food devotees and mainstream consumers alike."
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