Targeting Success

For Petrelli, it's "innovation, innovation, innovation. The trick will be to provide added value and consumer convenience in storing, dispensing, cooking, and consuming products without removal from the primary package."

Another area for adding value to the supply chain continuum is the focus on the "true needs of your customers," says Ratkus. By strengthening interactions and relationships, significant opportunities exist to help them be more successful. Mutually beneficial opportunities include collaborating in package design, co-locating equipment at the customer's plant, or having an MRP (materials resource planning) person visit the customer on a weekly basis to optimize ways to meet their supply needs.