When PepsiCo entered the Indian market in 1989, one condition was that it had to do business with local farmers. Vivek Bharati, executive director of agriculture for PepsiCo India, says the company works with farmers to increase productivity and is involved in efforts to improve sustainability and water use.
Most affluent shoppers are very concerned about food safety, and 60% said they would pay a premium of 10% for food they consider safer, healthier or adhering to a higher ethical standard. According to a survey, claims meaningful to this group include assurances that the food does not contain pesticides or antibiotics, as well as ethical claims that reinforce quality and safety perceptions.
Jeff Martin, who has 27 years of brand-building experience, is joining DNA Beverage Corp. as the regional vice president for the Midwest. He will be responsible for expanding distribution of DNA Energy Drink throughout the Midwest.