What is account-based marketing (ABM) and how is it applied in the food industry?

Account-based marketing (ABM) is a strategic approach that focuses on identifying and engaging specific high-value accounts, treating each as a unique market. In the food industry, ABM enables companies to personalise their marketing efforts towards key clients, such as large retailers, distributors, or hospitality groups. This targeted strategy allows for more meaningful engagements, fostering stronger relationships and improving the effectiveness of marketing campaigns.

How does intent data enhance sales and marketing strategies in the food sector?

Intent data provides insights into the online behaviours and interests of potential clients, indicating their readiness to engage or make purchasing decisions. In the food sector, leveraging intent data helps companies identify businesses or consumers actively seeking information related to specific food products or services. This enables sales and marketing teams to tailor their outreach with timely and relevant content, enhancing engagement and increasing the likelihood of conversion.

What technological advancements are influencing account and intent-based marketing in the food industry?

Technological advancements such as artificial intelligence (AI), machine learning, and predictive analytics are significantly enhancing account and intent-based marketing in the food industry. AI and machine learning algorithms can analyse vast datasets to identify patterns and predict customer behaviours, allowing for more precise targeting. Predictive analytics helps in forecasting market trends and understanding the needs of specific accounts, enabling companies to develop proactive marketing strategies.

Why is the integration of sales and marketing teams crucial in ABM for the food industry?

In the food industry, aligning sales and marketing teams is essential for the success of account-based marketing (ABM). This integration ensures a unified approach to targeting and engaging key accounts, allowing for consistent messaging and a seamless customer experience. Collaborative efforts between sales and marketing facilitate the sharing of insights and data, leading to more informed decision-making and the development of strategies that effectively address the unique needs of each account.

What are the key benefits of adopting account and intent-based marketing strategies in the food sector?

Adopting account and intent-based marketing strategies in the food sector offers several benefits, including improved return on investment through focused resource allocation on high-value accounts, enhanced personalisation of marketing efforts leading to stronger relationships with key stakeholders, and shortened sales cycles by engaging accounts that have demonstrated intent, thereby increasing the efficiency of the sales process.

Just Food

The Nutriment Company expands in UK pet food with The Dog’s Butcher deal

Founded by Joanne and Daniel Mcmahon, The Dog’s Butcher offers more than 100 minces, chunks and bones.

Sweden-based pet-food supplier The Nutriment Company has expanded its operations in the UK by acquiring The Dog's Butcher, a supplier of “premium” raw dog food.

The financial terms of the transaction, The Nutriment Company’s first in 2025, were not disclosed.

The Nutriment Company described The Dog's Butcher as a “pioneer” of raw pet food in the UK, highlighting its use of “high-quality, hand-picked ingredients", sourced locally from regions such as Cornwall and Devon in south-west England.

Founded by Joanne and Daniel Mcmahon, The Dog’s Butcher offers more than 100 minces, chunks and bones.

The Nutriment Company said the deal will broaden The Dog's Butcher's customer base.

Julius Adrian, chief corporate development officer at The Nutriment Company, described The Dog's Butcher’s assortment as "a perfect addition to our existing offering”.

The Nutriment Company's portfolio includes brands such as Nutriment, DIBO, Barfgold, AniForte, and Natural Instinct.

In a joint statement, Joanne and Daniel Mcmahon added: “We were delighted when we met with the people from TNC, they really shared our commitment to raw feeding, and the quality of ingredients. They are committed to the Pet Industry and that was really important to us.”

Last year, Stockholm-based The Nutriment Company completed three acquisitions in the UK and one in Germany.

In early August, it acquired Petman, a German raw pet-food company based in Wuppertal.

Established in the 1990s, Petman specialises in manufacturing raw pet food for dogs, cats, reptiles and fish.

August also saw The Nutriment Company buy UK business Pet Treats Wholesale, further diversifying its offerings with natural pet treats.

A month earlier, the group purchased Natural Instinct, which makes frozen dog food, as well as natural treats.

In April, The Nutriment Company acquired Totally Natural Pet Products, a Scottish dog-food manufacturer.