CCF Brands: Category Growth Strategy


CCF Brands is a pioneer in the retail egg space, having developed the first major retail warehouse egg program in the country. They specialize in sales, distribution, marketing, innovation, fresh shell eggs, liquid eggs, dry packaged desserts and frozen and refrigerated items. The company focuses on customer and consumer needs, rather than the typical supplier approach of concentrating on production. They supply billions of fresh eggs annually through some of the top egg programs in the United States.

Situation
CCF Brands engaged ArchPoint Consulting to develop a comprehensive plan, with three key objectives:

1. Grow the business—increase egg sales, category growth and market share at their largest customer
2. Test category strategies—create multiple category strategies to test in the market
3. Build the organization—design internal CCF capabilities to execute category strategies

Approach
To deliver these objectives, ArchPoint recommended a four-phase approach rooted in quality consumer and market analytics:

Phase 1: The first phase of the approach included a category attitude and usage (A&U) study, supported by social media mining, to create a comprehensive understanding of consumer preferences, segments and overall perception of the category.

Phase 2: The second phase of the approach included a full internal organization assessment, utilizing ArchPoint’s Organizational Performance Model, to identify business barriers, process effectiveness, people enablers, decision making and other internal elements essential to delivering the strategy.

Phase 3: The third phase entailed developing and sequencing overall category strategies and go-to-market plans to support growth expectations.

Phase 4: The fourth phase involved identifying a test-and-learn plan to take to market. This included in-store and market tests.

Results
With the CCF team, ArchPoint developed a comprehensive growth plan with six core category strategies and a test-and-learn plan. CCF has enrolled and aligned their customer to the overall category plan and are currently moving multiple strategies to market.