Carlos Gutierrez returned to Michigan after a decade out of the food industry with some advice: Amid strict business regulations, “don’t bet the farm” on fads.
“The key thing is, what is a fad and what is a trend,” he said. “And recognizing which one is which makes all the difference when you’re in this game.”
Gutierrez, the 35th U.S. Secretary of Commerce who also once headed the Kellogg Co., was one of a handful of keynote speakers for Western Michigan University’s annual Food Marketing Conference this week. Hundreds of people gathered Tuesday morning at the Radisson Plaza Hotel in Kalamazoo to listen as the former CEO encouraged food marketers to be aggressive in providing information to consumers and to be cautious when making incremental changes to ingredients.
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