Expo West 2023 Hosted Education Session (Key Moments)

EXPO WEST 2023

Hosted Education Session - Key Moments

Managing Growth Through Economic Turbulence

I'd Like to Learn More!

SPEAKERS:

Fred Schroeder

President & CEO,
Adesso Solutions

Nicolas McCoy

Managing Director & Co-Founder, Whipstich Capital

Clara Paye

Founder,
UNiTE Food

Tara Burkley

Strategic Business Development Director,
New Hope Network

At this Natural Products Expo West 2023 Hosted Education Session, Adesso’s President & CEO, Fred Schroeder joined Nick McCoy of Whipstitch Capital, Clara Paye of UNiTE Food and New Hope Network’s Tara Burkley for a conversation on how to strategically manage your business and understand your trade spend to grow responsibly.

During this session, moderated by Nancy Coulter-Parker, we shared expert advice and predictions for the future of CPG and outlined top tactics for staying ahead of economic challenges, technology shifts and retail opportunities.

We invite you to pick from key moments of greatest interest to you below.

Watch Full 1:22 Hr Session

Key Moments

Improving Efficiency is Key to Scaling

Nick suggests companies can become more efficient by pulling a few key levers on the P&L, especially trade spend, freight, and COGs (packaging, tolling & ingredients).

Getting Comfortable with Trade Spending and Working With Distributers in the CPG Industry

Tara reviews the New Hope studies, and how newer companies in the industry are scared to leverage trade spending to grow, which is a common pain point for the industry.

Understand the Level of Expense Trade Spending is for Manufacturers

Fred reviews the main expenses on the P&L, including the surprise to many manufacturers who typically  view their trade spending as 15-20% of their gross revenue on trade spending, but often it turns out to be 40% when they look back.

How is Settlement Process of Deductions Similar to "Doing The Dishes"?

Adesso addresses trade spending in a structured process that includes much more than deduction management. Following this process enables analysis, which enables the manufacturer to improve effectiveness and leverage trade to drive more revenue and volume.

What are the Challenges Small Brands Face When Dealing with Distributors?

Clara discusses Off Invoice deals (OIs), as a necessary part of doing business with distributors. But how do you address over-buying? How do you push back if you see they already have excessive inventory in the DC?

Adesso's Trade Spend Strategies for Maximizing Savings and Investing in Customer Relationships

Clara points out that Adesso addresses trade promotion management from a customer-centric perspective, as she and Nick discuss the importance of looking at the pain points of the customer and buyer to help them be better at their jobs.

Quantify Trade at Each Customer to Evaluate SKU Performance & Avoid Losing Money

Fred reviews an example where a company gave away a free case per store, but the product did not sell as quickly as expected. With additional allowances & deductions, this resulted in no revenue with a cost per case of $197 to give product away.

The Challenges of Coupon Accounting for Small Brands

Nick reviews the challenges a small company needs to watch out for from an accounting perspective, as well as what promotions will be effective spending once you add it all up.

The Impact of Covid-19 on Trade Margins for Companies

Nick discusses how smaller vs. larger companies were able adjust trade and pricing during the pandemic. 

How Can We Help You?

If you would like to have a conversation about how we can help make your trade spending more effective through trade planning and deduction management in the Flamingo TPE Solution.

Let's Talk!

Expo West 2023 Hosted Education (Full) Session

EXPO WEST 2023

Full 1:22 Hour Hosted Education Session

Managing Growth Through Economic Turbulence

I'd Like to Learn More!

SPEAKERS:

Fred Schroeder

President & CEO,
Adesso Solutions

Nicolas McCoy

Managing Director & Co-Founder, Whipstich Capital

Clara Paye

Founder,
UNiTE Food

Tara Burkley

Strategic Business Development Director,
New Hope Network

At this Natural Products Expo West 2023 Hosted Education Session, Adesso’s President & CEO, Fred Schroeder joined Nick McCoy of Whipstitch Capital, Clara Paye of UNiTE Food and New Hope Network’s Tara Burkley for a conversation on how to strategically manage your business and understand your trade spend to grow responsibly.

During this session, moderated by Nancy Coulter-Parker, we shared expert advice and predictions for the future of CPG and outlined top tactics for staying ahead of economic challenges, technology shifts and retail opportunities.

We invite you to watch the full hour and 22 minute educational session to the right.

Click to Watch Full Session

How Can We Help You?

If you would like to have a conversation about how we can help make your trade spending more effective through trade planning and deduction management in the Flamingo TPE Solution.

Let's Talk!

Adesso Connected with Natural-Specialty Manufacturers as Premier Provider Sponsor

AdessoSolutions

Offering Trade Spending Learning at Natural Products Expo Virtual Event

Rolling Meadows, IL. March 10, 2021 – We were extremely pleased to connect with hundreds of CPG manufacturers during Natural Products Expo Virtual March 2 through March 4 as a Premier Provider Event Sponsor. Spark Brand Success, which united service providers and natural-specialty brands in the first Natural Products Expo Virtual event of the year, was all about giving manufacturers the information and resources they need to thrive in 2021—and beyond. In addition to attending presentations and virtual networking events, Adesso’s participation included the presentation, ‘Trade Promotion Strategy: Brand Success Depends on it’ day-1 of the live-streamed event. Another session offered was an on-demand educational webinar, developed in partnership with New Hope Network. Additionally, Adesso’s virtual booth offer a variety of educational materials, such as flyers, brochures, and case studies for manufacturers to take advantage of.

Adesso continues to expand upon its community by offering ongoing trade education opportunities for CPG manufacturers through a number of different media. Current offerings include:

  1. The on-demand webinar, ‘How to master the art of trade spending to grow a healthy business’, featuring guest speakers Thomas Huls, VP of Sales at Chosen Foods, as well as Denise Adamich, Controller at Once Upon A Farm. Both client-partners discuss how they have improved their trade promotion effectiveness and leverage trade spending for business growth, as well as continuously improve upon their deduction resolution process.
  2. The comprehensive eGuide, ‘The Secret to making Trade Spending Your Greatest Ally,’ Adesso developed in partnership with New Hope Network, which is available to download on their website.
  3. The invitation to connect, have a conversation, and request additional materials for learning how to more effectively manage trade.

“Our team enjoyed participating in last week’s virtual event, which was well-run by New Hope Network,” said Fred Schroeder, President & CEO at Adesso Solutions. “We made lots of connections, participated in a number of interesting sessions, as well as met with manufacturers interested in learning more about how they can grow their business through strategic improvement of their trade spending. We look forward to continuing the conversations and to getting back to meeting with our natural-specialty manufacturer friends in-person at Expo East in Philadelphia this fall.”

For additional information, we invite you to visit us online at https://AdessoSolutions.com, or contact Karin Souren, Director of Marketing directly at ksouren@adesso-solutions.com or 847-342-1095 x4031.

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History of Trade Spending

In a 1971 effort to halt inflation, the Nixon administration froze wages and prices for 90 days. He froze them again in 1973. Manufacturers raised prices before the freezes—then didn’t lower them. Instead of reducing prices, they began giving discounts to retailers that could be passed on to consumers for limited times.

In the mid-80s, retailers began taking control. They launched programs aimed at boosting volume—and the dollars stores would earn as products passed through their shelves. This was the birth of today’s trade promotion programs and the fees retailers collect for them. Trade promotion costs have risen steadily since the late 2000s.

Today, trade spend is still a crucial aspect of doing business, but it helps brands manage their business rather than hurt them. The purpose of trade spending today is to encourage promotion via discount, secure additional distribution, or shelf space, or to drive additional volume. It can be in the form of a percent discount from list price, an amount per unit, or a fixed or lump-sum payment for merchandising provided by the retailer.

What is the Difference Between TPE vs TPM?

Adesso Trade Promotion Effectiveness (TPE) Goes Beyond TPMTrade Spending is a major area to address for CPG manufactures both in the Natural-Specialty and conventional retail segments. Most companies have limited visibility and are spending a lot more than they think. Few companies have a comprehensive approach to address it. There is a much better alternative than using spreadsheets for addressing the complex issues surrounding trade planning and deduction management. So, what is the difference between TPE vs TPM?

Trade Promotion Management (TPM)

TPE vs TPM.. Trade Promotion Management is the industry term for the process of managing the entire life-cycle of trade promotions within a software solution. It includes the Annual Operating Plan, Customer Planning, Customer Execution, Settlement (Reconciliation) and Analysis.

So, Then What is TPE?

Adesso goes well beyond TPM to deliver the steps required to not only manage our clients’ trade spending, but to maximize its effectiveness. Therefore, we have developed a unique approach that includes a combination of business processes, best-in-industry and easy-to-use systems, as well as effectiveness services to help clients take appropriate steps that build upon each other to achieve Trade Promotion Effectiveness (TPE) so they can relax about managing their trade.

Adesso Has NO Clients on the ‘Forbes Top 25 Food & Beverage’ List

Adesso Has NO Clients on the Forbes Top 25 Food & Beverage List

However, We Make a Major Difference Supporting Small-Midsize North American CPG Manufacturers.

by Fred Schroeder

Other TPM providers in our industry have recently touted their penetration for various types of systems across the Forbes Global ‘Top 25 Food & Beverage’ list. Over half of this list is comprised of tobacco, alcohol and durables. However, we do not have, nor do we aspire to have, any clients on this list.

At Adesso, we hire team members that clearly have demonstrated a background and knowledge on the North American CPG market. Additionally, we focus our solutions around the uniqueness, challenges and opportunities. This includes our clients and ‘not yet’ clients who face trade spending every day – in the conventional retail segment and in the natural, specialty and organic segment.

Adesso Earns CGT AwardsThis focus has been recognized consistently by the Consumer Goods Technology (CGT) Readers’ Choice Award. 

This Award annually recognizes the consumer goods industry’s top technology and service providers, as selected by their end users. With Adesso’s “SMB Market Leader for TPM” recognition, the CGT recently cited some of Adesso’s SMB clients. They called the company and its CPG-focused solutions:

  • “Responsive to our needs and always willing to help.”
  • “User-friendly and intuitive.”
  • “A great system to manage trade.”
    “Very accommodating and easy to use.”
  • “Very simple to use — and it works.” 
  • “The Adesso team is great to work with.”

In short, unlike others in our industry, we do not aim to serve the ‘Forbes Top 25 Food & Beverage Companies’, nor global conglomerates. Our client-partners are small to midsize CPG manufacturers in the North American market with similar challenges and opportunities. They look to effectively track and manage their trade spending and become more effective through a community-based approach.

So, If you are looking for the best TPM system, supporting services to improve usage from your team, and eliminate unnecessary administration – all at a fair price with immediate ROI, contact Adesso Solutions. 

And feel free to ask our clients! 

Ease of Use

The Flamingo TPM system is quick to learn, and easy to use. Additionally, we continually update the system based on client input, to further enhance ease of use.

"Adesso ensures a rapid return on investment. It's easy to learn and use, it helps to control trade spend early on in a company's lifecycle, and continue to grow. Overall , Adesso works for all sized companies, and provides one system of truth for the management of trade."
OFarm
Denise Adamich
Controller
"One of our major objectives was to improve accountability. We previously used spreadsheets to allocate GL accounts to the right customers, and were limited to unofficial deal approvals through email. Flamingo TPM is easy to use, and has the functionality we need."
Blue Marble Brands
Steven Boyle
FP&A Analyst

Would you like to learn more about how to better manage your trade spending and deductions? We invite you to explore our Events and Industry Learning resources.

Feel Good Foods Selects Adesso to be TPM Partner

Feel Good Foods Joins Adesso for TPM

 

…Based on Great Value & Ability to Set Up Quickly to Begin 2020 Trade Plans.

Feel Good Foods Selects Adesso for TPMRolling Meadows, IL. June 18, 2019 – Adesso Solutions welcomes Feel Good Foods to the TPE Client Community of North American CPG manufacturers. Feel Good Foods offers chef-inspired snacks made with worry-free, fresh ingredients for crave-worthy flavors that are ready within minutes and built to share.

“We are proud to be the selected solution partner for Feel Good Foods,” said Fred Schroeder, President & CEO at Adesso Solutions. “Our Smart Dashboards reporting, effective deduction management capabilities, unique services and quick setup time were among their top priorities, and it is now our top priority to get them set up quickly so they can begin their trade planning for 2020.”

For additional information, we invite you to visit us online at http://www.AdessoSolutions.com/Contact-Adesso, or contact Karin Souren, Director of Marketing at ksouren@adesso-solutions.com or 847-342-1095 x4031.

Adesso Features Robust Smart Dashboards & AdessoU Training Program at Annual Collaborative Fall Client Conference

Rolling Meadows, IL. (October 10, 2018) – Adesso announced another successful client event, The ‘Trade Experts Council Conference’. As one of Adesso’s TPE Community events, it saw a 30% increase compared with last year, and an increasing representation of clients in the community.
This conference focused on 3 new initiatives, along with revealing the latest release, Summerland Key, and an in-depth and extensive session on system suggestions for Flamingo TPM, Adesso’s TPM system.
The new initiatives included:

  • The formal launch of the AdessoU training program, which has already trained over 200 Flamingo TPM client and broker partner users to-date across various aspects of the system, resulting in broader usage, effective change management and stronger partnerships.
  • The launch of the Smart Dashboards reporting platform, along with the various elements and ongoing plans.
  • The exclusive Sales Leadership Community, a share group for senior sales executives to address both trade spending best practices and discuss key industry opportunities relevant to SMB sales leaders.

“Our demonstration of Adesso’s Smart Dashboards reporting was a key session of the conference,” said Fred Schroeder, President & CEO. “Especially the resulting business benefit discussions for current usage and input into future enhancements, based on client needs for analyzing their business for improved trade effectiveness.”

Steve Huisenga, Vice President of Sales at American Pop Corn Company said, “The conference was informative, and I learned a lot as always. I am excited about Adesso’s new initiatives, particularly the Smart Dashboards for more robust reporting, and updates to the Offline Planner. The Sales Leadership Community is yet another great example of Adesso listening and providing expertise for SMBs to be more effective with trade. It is also great to share ideas and collaborate with other CPG manufacturers.”

About Adesso Solutions
Adesso Solutions is a leader in Trade Promotion Effectiveness for small to midsized CPG manufacturers. Adesso leverages a long history and deep expertise in the industry, and offers the all-encompassing Flamingo TPM system, unique System Effectiveness Services, Trade Analysis & Planning Services, and an active community for client collaboration.  https://www.adessosolutions.com

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Adesso Earns Best-In-Class Distinction: POI Analysts Cite Client Collaboration, UX, Analytics & Value

Rolling Meadows, IL. September 6, 2018 – Adesso Solutions, a leading US provider of Trade Promotion Management solutions for North American small-midsized CPG companies, is excited to have once again earned the distinction “Best-in-Class” for External Collaboration in the 2018 TPx Vendor Panorama, published by Promotion Optimization Institute (POI).

As key POI analyst, Dale Hagemeyer notes, “We also like the way the company seeks to enable interactions between user organizations at its own seminars or other events to facilitate best practice transfer.” Hagemeyer also comments, “Client upgrade activity continues to be strong as a sign of satisfaction and commitment.”

Among some of the most noteworthy recognitions from this annual evaluation was for User Experience. “The UX has also improved significantly from last year. It is more graphically oriented. The ease of taking data into the “Offline Planner” is noteworthy. It is intuitive and easy to use,” said Hagemeyer. “For usability, POI rate Adesso UX as Above Average, due to the recent enhancements in dashboards, reports, and usability.”

The Vendor Panorama noted that Adesso’s Analytics have been enhanced substantially since the last report. “They are now a standard package that are role-based for both dashboards and reporting. We characterize the analytics as insightful and succinct. POI continues to rate Adesso Analytics as Above Average.” Said Hagemeyer
Once again, Promotion Optimization Institute described Adesso as “a complete TPM solution that is a good value for the money.” In particular, the report cited Adesso as “a steady, if not strong growth vendor, particularly in the SMB and natural foods market with a TPM-only solution focused solely on North America. The additional services around access to industry experts and outsourced system administration are a real plus and improve client satisfaction.”

Fred Schroeder, President & CEO at Adesso Solutions commented, “Client input and collaboration is key to our ongoing strategic initiatives and system improvements. We facilitate business process discussions for how to continually improve trade spending management and strategies.” He continued, “Our client-partners are therefore excited to upgrade, as new releases incorporate what the community needs next in their journey.”

About the Promotion Optimization Institute
The Promotion Optimization Institute, LLC (POI) brings together manufacturers, retailers, solution providers, analysts, academics and other industry leaders. Members of POI share practices that are cross-functional in both structured and informal settings through industry alliances, the Certified Collaborative Marketer (CCM)™ program, and industry leading summits. http://poinstitute.com/
 
About Adesso Solutions
Adesso Solutions is a leader in delivering Trade Promotion Effectiveness for small to midsized North American Consumer Packaged Goods manufacturers. Adesso leverages a long history and deep expertise in the industry, and offers the all-encompassing Flamingo TPM system, unique System Effectiveness Services, Trade Analysis & Planning Services, as well as an active community for client collaboration.  https://www.adessosolutions.com

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Adesso's Trade Experts Council III – Oct 2-3

Rolling Meadows, IL (August 1, 2018) –
Adesso Solutions announced today the upcoming annual fall client conference, Trade Experts Council III, which will take place on October 2-3, 2018 based on an overwhelming majority vote from our client community. This collaborative client event brings together participants with trade expertise ranging from Executive Leadership to Senior Sales & Finance, Trade Marketing, Field Sales, Sales Finance, as well as representation from Broker Partners. View Agenda
Adesso’s annual fall conference is highly focused on the evolution of the Flamingo Trade Promotion Management (TPM) system and Adesso’s additional systems and TPE services. Discussions and workshops focus around client business needs and how the company’s solutions can continue to enhance client-partners’ trade promotion effectiveness through ongoing releases.
“The Adesso team is looking forward to this annual fall event,” said Fred Schroeder, President & CEO at Adesso Solutions. “We are especially excited about this year’s Sales Leadership Community and User Committee involvement, brand new formal components of our TPE Community.”
“The conference provided us with an opportunity to interact and network with Adesso’s team and client community, and to hear about their system from users, not from sellers.” Said Jeffrey Masters, CFO, Hodgson Mill after last year’s community event that finalized a short selection process for the company’s new trade promotion solution.
See Adesso’s website, https://www.adessosolutions.com/TradeExpertsCouncil for more details.
About Adesso Solutions
Adesso Solutions is a leader in delivering Trade Promotion Effectiveness for small and medium sized Consumer Packaged Goods manufacturers. Adesso leverages their long history and deep expertise in the industry and a unique suite of solutions, that include an all-encompassing Trade Promotion Management (TPM) system on a cloud-based SaaS common platform (.Net), unique System Effectiveness Services and Trade Analysis & Planning Services to maximize the trade promotion effectiveness for client partners, as well as an active TPE community for client collaboration.   

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