I am also respectful of the care we need to give our brands, which are loved by consumers around the world. Talbot: Any other insights you’d like to share?Ībrams-Rivera: Let me share what it is in my mind right now. There is an energy that comes from the opportunity to shape the direction of such a CPG powerhouse as Kraft Heinz alongside Miguel Patricio and the great group of leaders he has assembled. We will make sure we offer attributes consumers are looking for-not just for today, but also in the future.

They also are looking for new attributes in their food and beverages, and that is where the rigor of our data-driven approach and our creativity comes into play. Today, consumers still care about quality and great taste! When I began at Kraft Foods 25 years ago, consumers cared about quality and great taste. Kraft Heinz brands have a long and deep relationship with our consumers. We also have a commitment to quality that has stood the test of time. This is why we need to play to our strengths. Talbot: Will you be looking for ways to retool marketing for brands that have been impacted by lower priced competitors?Ībrams-Rivera: Competition is part and parcel of the CPG industry. Our diverse portfolio allows us to be sharp on defining the spaces for these brands so that they continue their relevance with today’s consumers. However, every brand is not created the same. Throughout my career, I have been focused on renovating brands by leaning into emerging trends with clear purpose. Our products are woven into the fabric of consumers’ lives-so much so that 97% of North American households have a Kraft Heinz product in their refrigerator or pantry. Talbot: Your roster of legacy brands such as Velveeta and Jell-O… what would you like to see happening with their marketing to help restore their dominance?Ībrams-Rivera: We are very fortunate to have brands that have a long and deep relationship with consumers. This is one of our biggest competitive advantages-one other companies would love to have. We need to support every launch with the strength of our conviction. When we launch something, it will be with the rigor of a data-driven approach in combination with creative insight.

Leadership by Carlos Rivera