The journey towards new product development is fraught with failed launches, mainly because many companies overlook the essential aspect of obtaining consumer permission or perspective. Within the food and beverage industry, manufacturers often become engrossed in the latest technology or trendy ingredients without taking the time to understand the consumer’s preferences and needs. No matter how exceptional a product development team may be, success becomes elusive without involving consumers and gaining their support.

Kim Essex, Managing Partner of Ketchum, strongly advocates this principle. In a captivating episode of CtoC, she engages in a conversation with Gary Nowacki, the CEO of TraceGains, drawing from her extensive 25-year experience in the food industry. Together, they delve into the crucial concept of consumer permission when it comes to new product development.