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

Daily Newsletter

13 January 2025

Daily Newsletter

What’s Cooking? sells cold cuts arm Savoury to investor Aurelius

The Belgian company said that the transaction resulted in a net equity value of approximately €100m after costs incurred.

Belgian food manufacturer What's Cooking? has sold its cold cuts business unit Savoury to German investment group Aurelius.

The company said that the transaction price was approximately €100m ($101.94m).

What's Cooking? CEO Piet Sanders said the deal forms part of the company’s aim to “accelerate the organic growth” of its ready meals business covering both its own brands and private-label products.

Its concentration on this category was reinforced last week when What's Cooking? announced plans to acquire French company Sveltic from retail group Les Mousquetaires, owner of the Intermarché chain, for an estimated €35m.

The Savoury disposal plan was first made public In March last year when What's Cooking? announced that it had initiated a process to consider selling the division in Belgium, along with its subsidiaries in the Netherlands, UK, and Germany. All are involved in the production, slicing, and sale of cold cuts.

In October, the company stated that it was negotiating with Aurelius regarding a potential deal for the assets.

Now the deal has been done, Sanders said: “We are confident that the strong fundamentals of SBU Savoury will continue to flourish under the future ownership of Aurelius."

Aurelius European Opportunities IV managing director Andrzej Cebrat said: “The acquisition of What’s Cooking?’s renowned Savoury business complements our existing strategy and footprint in the region.

“With both international and local expertise, especially in smoothly handling carve-out situations, the Aurelius Operations Advisory team will support Savoury management and the business on its new growth path.”

For the 2023 financial year, the Savoury SBU accounted for €464m of What's Cooking?'s total turnover of €832m.

What's Cooking?'s new acquisition Sveltic, which has a production facility near Rennes, has a turnover of €50m from its frozen and chilled ready meals portfolio.

What's Cooking? stated that the acquisition of Sveltic is expected to be finalised in the first half of 2025, pending regulatory approvals.

Net Zero Strategies in the Consumer Sector

GlobalData's latest report provides an in-depth insight into the net zero targets and performance of consumer companies. The report discusses the progress made by the leading companies to achieve the emission target. These detailed analyses are critical in developing effective business plans to gain a competitive edge.

Net Zero Strategies in the Consumer Sector