Milling & Baking News - June 5, 2018 - 13

Business

A local emphasis central to
Mondelez's global strategy
NEW YORK - Since he took the helm as
chairman and chief executive officer of
Mondelez International, Inc., earlier this
year, observers have been interested in
what plans Dirk Van de Put has for the
company. In his first days as c.e.o., Mr. Van
de Put announced a strategic review that
will be unveiled in September. During a
presentation at the Sanford C. Bernstein
Strategic Decisions Conference on May 31
he offered hints at the changes he and his
management team may be considering.
One focus will be achieving a balance
between top-line and bottom-line growth.
"In the last four years, we have increased our bottom line by over 600 basis
points," he said. "We did that through
major restructuring of our supply chain.
We did that through implementation of
Z.B.B. (zero-based budgeting) and very
stringent cost exercise, plus we created
shared services. ... We now need to go
into the next phase, where the cost focus
still remains quite important, but we need
to combine that with top-line growth."
Top-line growth will come from a decentralized go-to market strategy and a
more agile innovation process.
"Our local teams need to be the drivers
of the agenda," Mr. Van de Put said. "And
the center needs to be in service of those
local agendas. So that's a big change for
us as a company.
"And, secondly, the whole model of
how you build brands, how you do innovation in this industry has changed. And
you need to be much more nimble, much
faster, experiment more. And that's also a
little bit opposite of what we used to do.
So those are two big changes that I need
to drive as soon as possible."

On May 7, Mondelez announced its
acquisition of Tate's Bake Shop, Long
Island, N.Y., for approximately $500 million (see related story on Page 11). The
company is a premium cookie manufacturer. When asked what plans the company had for the brand, Mr. Van de Put
was succinct when he said, "A lot."
Tate's Bake Shop currently has 40% distribution in the United States, and Mr. Van
de Put said Mondelez can "easily" expand

'While we feel that the world is more connected
than ever, the differences between consumer
behaviors and what they really want are bigger
than ever.'
- Dirk Van de Put,
Mondelez International

distribution to 90% to 100% of the country.
"They also are only really in chocolate
chip cookies," he said. "So, the brand
has possibility to extend itself into adjacent categories. And we also believe that
there might be a few markets around the
world, I'm thinking about the U.K. and
Australia, where the whole idea of Tate's
and the bakeshop could also appeal. So,
we expect the brand in the next five years
to be 3x, 4x what it is today."
Mondelez International has found success with its acquisitions of Enjoy Life
Foods and the Vietnamese brand Kinh
Do. But Mr. Van de Put said finding such
bolt-on acquisitions is challenging and
the company must place an equal emphasis on its internal innovation pipeline.
He said he sees the company's Chocobakery concept, which involves combining

Central Valley Ag buys out
Cargill's portion of joint venture
YORK, NEB. - Central Valley Ag Cooperative (C.V.A.) has announced a buyout of the joint venture with Cargill in
Progressive Ag Partners, L.L.C. (P.A.P.),
in Bradshaw, Neb. The buyout will give
C.V.A. full ownership of PAP effective
June 1.
"This buyout enables C.V.A. to provide more strategic focus on specialty
crops for our customers," said Matt
Ashton, senior vice-president of grain at
C.V.A. "We continue to look for ways of
bringing value to our customers, and we
view P.A.P. in Bradshaw as a strategic asset for our specialty crop programs."
bakingbusiness.com / world-grain.com

Mondelez's biscuits and chocolate brands,
as having a very long innovation runway.
"What it (Chocobakery) has is it's usually a very unique product that people do
not find," Mr. Van de Put said. "It's two
very powerful and very known brands,
and it's an intriguing combination.
"It was launched about three to four
years ago in Europe, and it keeps on
growing double digits in Europe. We've
launched in Brazil, where it's already taken 3% of market share in less than a year in
the biscuits market. And we launched it in
Russia, where it's also quite a big success.
So, we see here runway for that innovation

The facility is able to ship grain by
both truck and shuttle trains and has
enough rail capacity to ship 110 car shuttle trains.
P.A.P. was a joint venture, formed in
September 2002 between C.V.A. and
Cargill, offering the buying, selling and
storage of grain from producers in the
Bradshaw area.
According to Sosland Publishing
Company's 2018 Grain & Milling Annual
Central Valley Ag ranks 41st in North
American grain storage capacity with
44 million bus and has 22 grain storage
facilities. MBN

to be extended all over the world."
Mondelez International's product portfolio features a variety of snacks that are
impulse buys at retail. Mr. Van de Put
said the changes taking place at retail,
with sales shifting online and consumers ordering and picking up products or
having them delivered to their home, will
challenge companies that are reliant on
the impulse buy.
Using the company's Oreo brand as an
example, Mr. Van de Put said Mondelez
is working to replicate such impulse buying online.
" ...For the Americans here, Oreo is
consumed with milk usually," he said.
"So, if the consumer would be ordering
milk (online), he would get a pop-up
saying, 'Why don't you buy some Oreos
with the milk?' It's a different impulse,
but it's trying to stimulate that same behavior online."
When asked to name the biggest disruptive force that challenges Mondelez's
business, Mr. Van de Put said, "the consumer."
"And that means the local consumer,"
he said. "While we feel that the world is
more connected than ever, the differences
between consumer behaviors and what
they really want are bigger than ever.
And they're driven by online and the
availability of any product at anytime,
anywhere.
"So, for us to get that right and to adapt
ourselves as a big food company to do
that - change our innovation, change
our marketing, change the way we do
branding, change how we move and operate as a company - that is the biggest
thing we need to change." MBN
Milling & Baking News

June 5, 2018 / 13


http://www.bakingbusiness.com http://www.world-grain.com

Table of Contents for the Digital Edition of Milling & Baking News - June 5, 2018

http://www.nxtbook.com/sosland/mbn/2019_06_04
http://www.nxtbook.com/sosland/mbn/2019_05_21
http://www.nxtbook.com/sosland/mbn/2019_05_07
http://www.nxtbook.com/sosland/mbn/2019_04_23
http://www.nxtbook.com/sosland/mbn/2019_04_09
http://www.nxtbook.com/sosland/mbn/2019_03_26
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_03_12
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_02_26
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_02_12
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_01_29
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_01_15
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_01_01
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_12_18
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_12_04
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_11_20
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_11_06
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_10_23
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_10_09
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_09_25
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_09_11
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_08_24
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_08_14
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_07_31
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_07_17
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_07_03
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_06_19
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_06_05
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_05_22
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_05_08
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_04_24
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_04_10
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_03_27
http://www.nxtbook.com/sosland/mbn/2018_03_13
http://www.nxtbook.com/sosland/mbn/2018_02_27
http://www.nxtbook.com/sosland/mbn/2018_02_13
http://www.nxtbook.com/sosland/mbn/2018_01_30
http://www.nxtbook.com/sosland/mbn/2018_01_16
http://www.nxtbook.com/sosland/mbn/2018_01_02
http://www.nxtbook.com/sosland/mbn/2017_12_19
http://www.nxtbook.com/sosland/mbn/2017_12_05
http://www.nxtbook.com/sosland/mbn/2017_11_21
http://www.nxtbook.com/sosland/mbn/2017_11_07
http://www.nxtbook.com/sosland/mbn/2017_10_24
http://www.nxtbook.com/sosland/mbn/2017_10_10
http://www.nxtbook.com/sosland/mbn/2017_09_26
http://www.nxtbook.com/sosland/mbn/2017_09_12
http://www.nxtbook.com/sosland/mbn/2017_08_29
http://www.nxtbook.com/sosland/mbn/2017_08_15
http://www.nxtbook.com/sosland/mbn/2017_08_01
http://www.nxtbook.com/sosland/mbn/2017_07_18
http://www.nxtbook.com/sosland/mbn/2017_07_04
http://www.nxtbook.com/sosland/mbn/2017_06_20
http://www.nxtbook.com/sosland/mbn/2017_06_06
http://www.nxtbook.com/sosland/mbn/2017_05_23
http://www.nxtbook.com/sosland/mbn/2017_05_09
http://www.nxtbook.com/sosland/mbn/2017_04_25
http://www.nxtbook.com/sosland/mbn/2017_04_11
http://www.nxtbook.com/sosland/mbn/2017_03_28
http://www.nxtbook.com/sosland/mbn/2017_03_14
http://www.nxtbook.com/sosland/mbn/2017_02_28
http://www.nxtbook.com/sosland/mbn/2017_02_14
http://www.nxtbook.com/sosland/mbn/2017_01_31
http://www.nxtbook.com/sosland/mbn/2017_01_17
http://www.nxtbook.com/sosland/mbn/2017_01_03
http://www.nxtbook.com/sosland/mbn/2016_12_20
http://www.nxtbook.com/sosland/mbn/2016_12_06
http://www.nxtbook.com/sosland/mbn/2016_11_22
http://www.nxtbook.com/sosland/mbn/2016_11_08
http://www.nxtbook.com/sosland/mbn/2016_10_25
http://www.nxtbook.com/sosland/mbn/2016_10_11
http://www.nxtbook.com/sosland/mbn/2016_09_27
http://www.nxtbook.com/sosland/mbn/2016_09_13
http://www.nxtbook.com/sosland/mbn/2016_08_30
http://www.nxtbook.com/sosland/mbn/2016_08_16
http://www.nxtbook.com/sosland/mbn/2016_08_02
http://www.nxtbook.com/sosland/mbn/2016_07_19
http://www.nxtbook.com/sosland/mbn/2016_07_05
http://www.nxtbook.com/sosland/mbn/2016_06_21
http://www.nxtbook.com/sosland/mbn/2016_06_07
http://www.nxtbook.com/sosland/mbn/2016_05_24
http://www.nxtbook.com/sosland/mbn/2016_05_10
http://www.nxtbook.com/sosland/mbn/2016_04_26
http://www.nxtbook.com/sosland/mbn/2016_04_12
http://www.nxtbook.com/sosland/mbn/2016_03_29
http://www.nxtbook.com/sosland/mbn/2016_03_15
http://www.nxtbook.com/sosland/mbn/2016_03_01
http://www.nxtbook.com/sosland/mbn/2016_02_16
http://www.nxtbook.com/sosland/mbn/2016_02_02
http://www.nxtbook.com/sosland/mbn/2016_01_19
http://www.nxtbook.com/sosland/mbn/2016_01_05
http://www.nxtbook.com/sosland/mbn/2015_12_22
http://www.nxtbook.com/sosland/mbn/2015_12_08
http://www.nxtbook.com/sosland/mbn/2015_11_24
http://www.nxtbook.com/sosland/mbn/2015_11_10
http://www.nxtbook.com/sosland/mbn/2015_10_27
http://www.nxtbook.com/sosland/mbn/2015_10_13
http://www.nxtbook.com/sosland/mbn/2015_09_29
http://www.nxtbook.com/sosland/mbn/2015_09_15
http://www.nxtbook.com/sosland/mbn/2015_09_01
http://www.nxtbook.com/sosland/mbn/2015_08_18
http://www.nxtbook.com/sosland/mbn/2015_08_04
http://www.nxtbook.com/sosland/mbn/2015_07_21
http://www.nxtbook.com/sosland/mbn/2015_07_07
http://www.nxtbook.com/sosland/mbn/2015_06_23
http://www.nxtbook.com/sosland/mbn/2015_06_09
http://www.nxtbook.com/sosland/mbn/2015_05_26
http://www.nxtbook.com/sosland/mbn/2015_05_12
http://www.nxtbook.com/sosland/mbn/2015_04_28
http://www.nxtbook.com/sosland/mbn/2015_04_014
http://www.nxtbook.com/sosland/mbn/2015_03_31
http://www.nxtbook.com/sosland/mbn/2015_03_17
http://www.nxtbook.com/sosland/mbn/mbn/2015_03__03
http://www.nxtbook.com/sosland/mbn/2015_02_17
http://www.nxtbook.com/sosland/mbn/2015_02_03
http://www.nxtbook.com/sosland/mbn/2015_01_20
http://www.nxtbook.com/sosland/mbn/2015_01_06
http://www.nxtbook.com/sosland/mbn/2014_12_23
http://www.nxtbook.com/sosland/mbn/2014_12_09
http://www.nxtbook.com/sosland/mbn/mbn_2014_11_25
http://www.nxtbook.com/sosland/mbn/2014_11_11
http://www.nxtbook.com/sosland/mbn/2014_10_28
http://www.nxtbook.com/sosland/mbn/2014_10_14
http://www.nxtbook.com/sosland/mbn/2014_09_30
http://www.nxtbook.com/sosland/mbn/2014_09_16
http://www.nxtbook.com/sosland/mbn/2014_09_02
http://www.nxtbook.com/sosland/mbn/214_08_19
http://www.nxtbook.com/sosland/mbn/2014_08_01
http://www.nxtbook.com/sosland/mbn/2014_07_22
http://www.nxtbook.com/sosland/mbn/2014_07_08
http://www.nxtbook.com/sosland/mbn/2014_06_24
http://www.nxtbook.com/sosland/mbn/2014_06_10
http://www.nxtbook.com/sosland/mbn/2014_05_27
http://www.nxtbook.com/sosland/mbn/2014_05_13
http://www.nxtbook.com/sosland/mbn/2014_04_29
http://www.nxtbook.com/sosland/mbn/2014_04_15
http://www.nxtbook.com/sosland/mbn/2014_04_01
http://www.nxtbook.com/sosland/mbn/2014_03_18
http://www.nxtbook.com/sosland/mbn/2014_03_04
http://www.nxtbook.com/sosland/mbn/2014_02_18
http://www.nxtbook.com/sosland/mbn/2014_02_04
http://www.nxtbook.com/sosland/mbn/2014_01_21
http://www.nxtbook.com/sosland/mbn/2014_01_07
http://www.nxtbook.com/sosland/mbn/2013_12_24
http://www.nxtbook.com/sosland/mbn/2013_12_10
http://www.nxtbook.com/sosland/mbn/2013_11_26
http://www.nxtbook.com/sosland/mbn/2013_11_12
http://www.nxtbook.com/sosland/mbn/2013_10_29
http://www.nxtbook.com/sosland/mbn/2013_10_15
http://www.nxtbook.com/sosland/mbn/2013_10_01
http://www.nxtbook.com/sosland/mbn/2013_09_17
http://www.nxtbook.com/sosland/mbn/2013_09_03
http://www.nxtbook.com/sosland/mbn/2013_08_20
http://www.nxtbook.com/sosland/mbn/2013_08-06
http://www.nxtbook.com/sosland/mbn/2013_07_23
http://www.nxtbook.com/sosland/mbn/2013_07_09
http://www.nxtbook.com/sosland/mbn/2013_06_25
http://www.nxtbook.com/sosland/mbn/2013_06_11
http://www.nxtbook.com/sosland/mbn/2013_05_28
http://www.nxtbook.com/sosland/mbn/2013_05_14
http://www.nxtbook.com/sosland/mbn/2013_04_30
http://www.nxtbook.com/sosland/mbn/2013_04_16
http://www.nxtbook.com/sosland/mbn/2013_04_02
http://www.nxtbook.com/sosland/mbn/2013_03_19
http://www.nxtbook.com/sosland/mbn/2013_03_05
http://www.nxtbook.com/sosland/mbn/2013_02_19
http://www.nxtbook.com/sosland/mbn/2013_02_05
http://www.nxtbook.com/sosland/mbn/2013_01_22
http://www.nxtbook.com/sosland/mbn/2013_01_08
http://www.nxtbook.com/sosland/mbn/2012_12_25
http://www.nxtbook.com/sosland/mbn/2012_12_11
http://www.nxtbook.com/sosland/mbn/2012_11_27
http://www.nxtbook.com/sosland/mbn/2012_11_13
http://www.nxtbook.com/sosland/mbn/2012_10_30
http://www.nxtbook.com/sosland/mbn/2012_10_16
http://www.nxtbook.com/sosland/mbn/2012_10_02
http://www.nxtbook.com/sosland/mbn/2012_09_18
http://www.nxtbook.com/sosland/mbn/2012_09_04
http://www.nxtbook.com/sosland/mbn/2012_08_21
http://www.nxtbook.com/sosland/mbn/2012_08_07
http://www.nxtbook.com/sosland/mbn/2012_07_24
http://www.nxtbook.com/sosland/mbn/2012_07_10
http://www.nxtbook.com/sosland/mbn/2012_06_26
http://www.nxtbook.com/sosland/mbn/2012_06_12
http://www.nxtbook.com/sosland/mbn/2012_05_29
http://www.nxtbook.com/sosland/mbn/2012_05_15
http://www.nxtbook.com/sosland/mbn/2012_05_01
http://www.nxtbook.com/sosland/mbn/2012_04_17
http://www.nxtbook.com/sosland/mbn/2012_04_03
http://www.nxtbook.com/sosland/mbn/2012_03_20
http://www.nxtbook.com/sosland/mbn/2012_03_06
http://www.nxtbook.com/sosland/mbn/2012_02_21
http://www.nxtbook.com/sosland/mbn/2012_02_07
http://www.nxtbook.com/sosland/mbn/2012_01_24
http://www.nxtbook.com/sosland/mbn/2012_01_10
http://www.nxtbook.com/sosland/mbn/2011_12_27
http://www.nxtbook.com/sosland/mbn/2011_12_13
http://www.nxtbook.com/sosland/mbn/2011_11_29
http://www.nxtbook.com/sosland/mbn/2011_11_15
http://www.nxtbook.com/sosland/mbn/2011_11_01
http://www.nxtbook.com/sosland/mbn/2011_10_18
http://www.nxtbook.com/sosland/mbn/2011_10_04
http://www.nxtbook.com/sosland/mbn/2011_09_20
http://www.nxtbook.com/sosland/mbn/2011_09_06
http://www.nxtbook.com/sosland/mbn/2011_08_23
http://www.nxtbook.com/sosland/mbn/2011_08_09
http://www.nxtbook.com/sosland/mbn/2011_07_26
http://www.nxtbook.com/sosland/mbn/2011_07_12
http://www.nxtbook.com/sosland/mbn/2011_06_28
http://www.nxtbook.com/sosland/mbn/2011_06_14
http://www.nxtbook.com/sosland/mbn/2011_05_31
http://www.nxtbook.com/sosland/mbn/2011_05_17
http://www.nxtbook.com/sosland/mbn/2011_05_03
http://www.nxtbook.com/sosland/mbn/2011_04_19
http://www.nxtbook.com/sosland/mbn/2011_04_05
http://www.nxtbook.com/sosland/mbn/2011_03_22
http://www.nxtbook.com/sosland/mbn/2011_03_08
http://www.nxtbook.com/sosland/mbn/2011_02_22
http://www.nxtbook.com/sosland/mbn/2011_02_08
http://www.nxtbook.com/sosland/mbn/2011_01_25
http://www.nxtbook.com/sosland/mbn/2011_01_11
http://www.nxtbook.com/sosland/mbn/2010_12_28
http://www.nxtbook.com/sosland/mbn/2010_12_14
http://www.nxtbook.com/sosland/mbn/2010_11_30
http://www.nxtbook.com/sosland/mbn/2010_11_16
http://www.nxtbook.com/sosland/mbn/2010_11_02
http://www.nxtbook.com/sosland/mbn/2010_10_19
http://www.nxtbook.com/sosland/mbn/2010_10_05
http://www.nxtbook.com/sosland/mbn/2010_09_21
http://www.nxtbook.com/sosland/mbn/2010_09_07
http://www.nxtbook.com/sosland/mbn/2010_08_24
http://www.nxtbook.com/sosland/mbn/2010_08_10
http://www.nxtbook.com/sosland/mbn/2010_07_27
http://www.nxtbook.com/sosland/mbn/2010_07_13
http://www.nxtbook.com/sosland/mbn/2010_06_29
http://www.nxtbook.com/sosland/mbn/2010_06_15
http://www.nxtbook.com/sosland/mbn/2010_06_01
http://www.nxtbook.com/sosland/mbn/2010_05_18
http://www.nxtbook.com/sosland/mbn/2010_05_04
http://www.nxtbook.com/sosland/mbn/2010_04_20
http://www.nxtbook.com/sosland/mbn/2010_04_06
http://www.nxtbook.com/sosland/mbn/2010_03_23
http://www.nxtbook.com/sosland/mbn/2010_03_09
http://www.nxtbook.com/sosland/mbn/2010_02_23
http://www.nxtbook.com/sosland/mbn/2010_02_09
http://www.nxtbook.com/sosland/mbn/2010_01_26
http://www.nxtbook.com/sosland/mbn/2010_01_12
http://www.nxtbook.com/sosland/mbn/2009_12_29
http://www.nxtbook.com/sosland/mbn/2009_12_15
http://www.nxtbook.com/sosland/mbn/2009_12_01
http://www.nxtbook.com/sosland/mbn/2009_11_17
http://www.nxtbook.com/sosland/mbn/2009_11_03
http://www.nxtbook.com/sosland/mbn/2009_10_20
http://www.nxtbook.com/sosland/mbn/2009_10_06
http://www.nxtbook.com/sosland/mbn/2009_09_22
http://www.nxtbook.com/sosland/mbn/2009_09_08
http://www.nxtbook.com/sosland/mbn/2009_08_25
http://www.nxtbook.com/sosland/mbn/2009_08_11
http://www.nxtbook.com/sosland/mbn/2009_07_28
http://www.nxtbook.com/sosland/mbn/2009_07_14
http://www.nxtbook.com/sosland/mbn/2009_06_30
http://www.nxtbook.com/sosland/mbn/2009_06_16
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