Commodity prices, globalization and increasing government regulations are dramatically affecting manufacturing processes and business strategy. Moreover, changing consumer demand means companies need to offer a wide variety of quality products consistently and cost-effectively.
Marketing-communications comes into play, too, of course. Creativity and consumer engagement have never been so important in an industry that has historically known how to insert itself into pop culture. Today, with media fragmentation, it is important to insert F&B brands into consumer conversations whether they occur at the point of purchase or on the Internet.
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