Understanding your customer is critical no matter what business you’re in. And, refrigerated and frozen foods manufacturers are no different. That’s because the cold food business is facing an unprecedented level of disruption.
For instance, Amazon, the poster child of this upheaval, is coming after its competitors in food with characteristic boldness. At the end of August, the e-commerce giant announced the initial strategy for its FTC-approved $13.7 billion acquisition of Whole Foods Market. Slashing prices was the first order of business. Jeff Bezos, chief executive officer of Amazon, also aims to integrate Amazon Prime into Whole Foods’ point-of-sale system, giving Prime members special savings and in-store benefits at Whole Foods’ 460 locations and making Whole Foods’ private label products available on Amazon.com.