Caravan names new director of commercial insights
September 19, 2012 By Bakers Journal
Sept. 19, 2012, Lenexa, KS – Barb Murphy has been named director of commercial insights
for Caravan Ingredients.
In this role, Murphy will commission all primary,
proprietary market research to form the basis of Caravan Ingredients platform
strategy development. She will be responsible for leading the company through
innovation pipeline development efforts by directing various ideation
activities. In addition, Murphy will lead research throughout the new product
development process to validate and augment product value propositions in
support of the company's Innovation process.
Murphy has extensive experience with market research and
insight integration in the food, beverage animal health and health and beauty
industries. Prior to joining Caravan
Ingredients, she held executive leadership roles with BKV Inc. and The Pert
Group. Murphy's most recent role was founder and president of Strategic Spark,
Inc., a strategic market planning consultancy.
Mary Bentley, vice
president of marketing and business development for Caravan Ingredients said in
a news release: "We are excited to welcome Barb to the Caravan
organization. With her wealth of experience in CPG categories and her expertise
in market research methods, including the application of those insights, we can
focus our initiatives to support our customer's future growth."
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