For the Record

MOOSEHEAD TAPS C&W Moosehead Breweries of Saint John, N.B. has selected Cohn & Wells Partners of Toronto as its direct and database marketing partner. Steve Poirier, vice-president of sales and marketing with the brewer, said in a statement that the company...

MOOSEHEAD TAPS C&W

Moosehead Breweries of Saint John, N.B. has selected Cohn & Wells Partners of Toronto as its direct and database marketing partner. Steve Poirier, vice-president of sales and marketing with the brewer, said in a statement that the company believes relationship marketing is the best way to achieve a one-to-one relationship with its customers. Moosehead made the selection after a lengthy agency review. Cohn & Wells, part of the New York-based EURO RSCG Worldwide network, counts Bell Canada, Celestica and Dell Canada among its clients.

CMA HANDBOOK

The Canadian Marketing Association has published The CMA Fundraiser’s Handbook: Measurement and Evaluation in Direct Response Fundraising. The handbook is intended to provide useful measurements for evaluating direct response fundraising programs using techniques such as telemarketing, direct mail and direct response television. Arising from a need for consistent measurement techniques, the CMA fundraisers council held a series of workshops to help define measurements, provide examples, and explain terms and concepts.

Meat and plant-based sales are both strong at Maple Leaf

Both priority areas performed well in the company's full-year results, helped by a boost in marketing for new products.
Maples Leaf All Natural 4

Maple Leaf Foods reported higher Q4 and full-year 2020 sales, driven by its sustainable meats and plant-based proteins. 

The CPG co. reported quarterly sales of $1.13 billion, up from $1.02 billion for Q4 2019, as well as net earnings of $25.4 million, compared to $17.5 million for the same period the year prior (an increase of 45.2%).

For full fiscal 2020, the company reported a total increase of 9.2% in sales, driven by what it says is “strong growth in both the meat and plant protein groups.”

“We have repositioned our portfolio towards two high-growth categories now representing 20% of our annual sales generating a compounded growth rate in excess of 25% over the last three years,” says Michael McCain, the company’s president and CEO.

Meat protein group sales  comprised of prepared meats, ready-to-cook and ready-to-serve meals, snack kits, value-added fresh pork and poultry products that are sold to retail, foodservice and industrial channels, and agricultural operations  grew 11.3% for the quarter. 

Meanwhile, sales of plant protein products  refrigerated plant protein brands such as Lightlife and Field Roast, premium grain-based protein, and vegan cheese products sold to retail, foodservice and industrial channels  was up 5.5% over the same period. 

Sales growth for its meat portfolio was driven by “a favourable mix-shift towards sustainable meats and branded products,” but also growth in exports to Asian markets, and pricing actions implemented to mitigate inflation and other structural cost increases, according to the company. Strong demand in the retail channel was offset by lower volume in foodservice as a result of COVID-19.

For its plant-based offerings, sales for 2020 were $210.8 million compared to $176.4 million last year, representing a growth of 19.5%, or 18.1% after excluding the impacts of foreign exchange. The segment was driven by expanded distribution of new products, continued volume increases in its existing portfolio, and pricing actions implemented to mitigate inflation and other structural cost increases.

SG&A expenses totalled $144 million for the plant group alone in 2020, with investments focused on advertising, promotion and marketing to build awareness, as well as supporting brand renovation and new product innovation. SG&A for meat proteins were $346.6 million for the full year, and the company says it expects SG&A levels and marketing investment in 2021 to be largely in line with where they were in 2020.

The company, which in 2019 announced it had gone carbon neutral, says it’s amplifying this commitment while “focusing on eliminating waste in any resources it consumes, including food, energy, water, packaging, and time.”