WHAT IF? Two simple words that have the power to change everything!

The Consumer Goods landscape is currently marked by rapid and disruptive change. While Category Management aims to enhance business performance by addressing evolving consumer needs, many businesses focus on past strategies rather than innovating based on fresh insights into emerging shopper trends. Does this reliance on historical data result in risk-aversion, hindering the embrace of bolder strategies?

Please enjoy this presentation from Andrew McKeon from The Kraft Heinz Company and Russ Onish from Vista Grande that showcases collaborative initiatives driven by forward-thinking WHAT IF approaches, such as innovative merchandising in the Mexican Foods aisle. Discover best practices to enhance your organization's WHAT IF mindset and category leadership.

Andrew McKeon
Head of Customer Business Development
The Kraft Heinz Company 

Andy is based in Chicago, where he has held various roles in sales finance, category leadership, and business development with progressively higher responsibility at Kraft Heinz over the last seven years. Andy has worked closely with marketing, consumer & shopper insights, and category leadership across Kraft Heinz’s vast portfolio. He holds a Bachelor of Arts degree in economics from Wesleyan University.

Download a copy below and be inspired to elevate your company's WHAT IF mindset.

“It has been an incredible couple of days in Dallas at #CMASIMA2024. I’ve learned so much from my fellow #categorymanagement colleagues and suppliers from across the country. A highlight: Speaking on stage with Russ Onish from Vista Grande about taking chances and using data and insights to rethink the Mexican aisle.” —Andrew McKeon