Meet the Data Wonks Who Work in Beer, Booze and Food
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Robin Ross, Associate Director of CulinaryKraft Foods Group
What is the household penetration of parchment paper? It’s a typical query thrown to Ms. Ross, who oversees the marketer’s “pantry study,” conducted every four years to determine the most commonly used ingredients and cookware. Kraft surveys 2,000 households using an eight-page questionnaire. The data guides Kraft as it develops recipes, package instructions and products. Some recent insights: People are using smaller skillets and more ethnic spices. As for parchment paper, while usage is on the rise, it’s still not omnipresent. So Kraft stuck with foil when developing recipes for its new Fresh Take brand of cheese and seasoned breadcrumbs.
Nick Lundquist, Director of National AccountsSierra Nevada
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