Brave Commerce Episode Summary: Matthew Graham, CMO at Mars’ Food & Nutrition on Balancing Heritage and Innovation

Release Date: November 19, 2024

Introduction

In this compelling episode of Brave Commerce, hosted by Rachel Tipograph, Founder & CEO of MikMak, and Sarah Hofstetter, President of Profitero, the spotlight shines on Matthew Graham, Chief Marketing Officer at Mars Food & Nutrition. Graham delves into the intricate balance between honoring Mars' rich heritage and driving innovation within the rapidly evolving eCommerce landscape.

Balancing Heritage and Innovation

00:01:19 - Matthew Graham opens by highlighting Mars' deep-rooted legacy in the food and nutrition sector. Despite being widely recognized for its confectionery brands, Mars Food & Nutrition is expanding its footprint with over 2,000 associates across 30 markets. Graham emphasizes the company's mission: “Better food today, better world tomorrow,” underscoring a commitment to delivering flavorful and nutritious meal solutions that respond to modern consumer needs.

Strategic Acquisitions and Brand Growth

00:05:10 - Graham discusses strategic acquisitions, notably Kevin's Natural Foods, which has achieved a remarkable 50% year-over-year growth in 2024. This acquisition exemplifies Mars' strategy to enhance its portfolio with brands that prioritize health and convenience. He states, “We are very committed to the food and nutrition industry, but equally making sure we supply and provide our consumers with what they need from a convenience and health point of view.”

Creating and Capitalizing on Trends

00:07:42 - The conversation shifts to the role of brands in trend creation versus trend capitalization. Graham uses Ben's Original as a case study, explaining how the brand has consistently innovated within the rice category by introducing ready-to-eat and nutritious meal solutions. “The power of the insight that created ready-to-eat rice was around still anchored back to convenient nutritious meal solutions,” he explains (00:08:33). He further elaborates on extending product lines to include bold flavors and healthier options, thereby maintaining relevance while addressing consumer pain points.

Navigating Global and Local Markets

00:11:20 - Addressing the challenge of balancing global presence with local consumer preferences, Graham shares insights on Mars' approach to product localization. “80% of the same across multi geographies dishes like chicken and rice and pasta, they extend well beyond one individual market,” he notes (00:11:52). Mars leverages commonalities in global markets while tailoring products to accommodate local tastes and culinary nuances, as demonstrated by the Lunchbox Ready Meals proposition in the UK.

Adapting to Changing Consumer Behaviors

00:16:41 - Graham discusses the evolving landscape of consumer behavior, particularly in how meals are consumed and purchased. With the rise of omnichannel shopping and platforms like TikTok influencing meal inspiration, Mars has adapted by fostering a more integrated and human-centric marketing approach. “We've had to create a whole new agency ecosystem which we've titled the kitchen,” he explains (00:16:41), highlighting the shift towards collaborative problem-solving across marketing and sales teams to deliver consistent brand experiences.

Operationalizing the One Demand Strategy

00:19:30 - Delving into operational strategies, Graham introduces the "One Demand" philosophy, which unifies sales and marketing efforts to present a cohesive vision to retailers and consumers alike. He recounts a successful partnership with Tesco in the UK, where Mars and the retailer co-created a dedicated aisle for ready meals, surpassing initial sales expectations. “Having one combined vision, one powerful voice across sales and marketing is what we deem how I determine the definition of one demand,” Graham states (00:19:30).

Leadership and Personal Insights

00:22:04 - Graham reflects on his two-decade tenure at Mars, attributing his sustained commitment to the company's supportive culture and emphasis on continuous learning. He shares a poignant personal story about relocating his family from Melbourne to London, highlighting the challenges and rewards of balancing professional responsibilities with personal life. “When that links to your personal values inside of work and outside of work, which it has for me, it's not personal professional anymore,” he reveals (00:27:12).

Conclusion: Embracing Change and Longevity

00:25:01 - In his final remarks, Graham underscores the importance of embracing change both personally and professionally. His story about his daughter's adjustment to moving abroad serves as a metaphor for leading through transformation within Mars. “As adults, it's incumbent on us to embrace change and also acknowledge that a many children are not at the mindset of wanting to embrace it,” he concludes (00:28:04).

Key Takeaways

• Heritage and Innovation: Mars successfully balances its long-standing legacy with forward-thinking innovations to meet contemporary consumer demands.

• Strategic Growth: Acquisitions like Kevin's Natural Foods play a crucial role in expanding Mars' portfolio and driving significant growth.

• Global vs. Local: Mars adeptly navigates the tension between maintaining a global presence and catering to local tastes and preferences.

• Consumer Behavior: Adapting to changing consumer behaviors through omnichannel strategies and human-centric marketing is essential for sustained success.

• Unified Strategy: The "One Demand" philosophy exemplifies the power of integrating sales and marketing efforts to create a unified approach to market challenges.

• Leadership and Adaptability: Personal stories from Graham highlight the importance of resilience, adaptability, and aligning personal values with professional goals.

Notable Quotes

• “Better food today, better world tomorrow.” – Matthew Graham (00:05:10)

• “The power of the insight that created ready-to-eat rice was around still anchored back to convenient nutritious meal solutions.” – Matthew Graham (00:08:33)

• “We've had to create a whole new agency ecosystem which we've titled the kitchen.” – Matthew Graham (00:16:41)

• “Having one combined vision, one powerful voice across sales and marketing is what we deem how I determine the definition of one demand.” – Matthew Graham (00:19:30)

Final Thoughts

Matthew Graham's insights provide a valuable perspective on how a storied brand like Mars navigates the complexities of modern eCommerce while staying true to its foundational values. His emphasis on unity between sales and marketing, strategic innovation, and heartfelt leadership offers actionable strategies for brands aiming for longevity and relevance in a dynamic marketplace.

For more insights into how Mars continues to lead in the food and nutrition sector, listen to this episode of Brave Commerce and explore related episodes featuring leaders from other iconic family-run businesses.