Interview with FoodValley ''Consumers are the reason for product innovation''

"What problem are you solving for the consumer? Companies in the Fast Moving Consumer Goods (FMCG) sector should ask themselves this question more often when developing innovations. In practice, many companies start with product development and only then test if the new product is of use or interest to the consumer. A waste of their time and money.

We advise FMCG companies about marketing, category management, sales and commercial issues. In the Netherlands we have a network of more than 100 Albert Heijn, Jumbo and Plus stores where we can test new concepts. We always focus on the behaviour - and not the opinion - of consumers.

At the recommendation of one of our customers, we became a member of Foodvalley six months after founding Bamboo Brands (2019). Because of their focus on innovation and because we believe in the power of networks. We hope we can help companies from the Foodvalley ecosystem to innovate faster and smarter. And we are happy to share our knowledge with them, for example through presentations on innovation within retail.”

Theo Toering
Founder and Managing Director Bamboo Brands
www.bamboobrands.com