ConAgra Foods rebrands flavors and seasonings business
The business has been rebranded as Spicetec Flavors & Seasonings, and encompasses what was formerly the flavors and seasonings branch of Gilroy Foods and Flavors. Olam International acquired the right to the Gilroy name when it bought the dehydrated vegetable business, including products like garlic, onion, and capsicum as well as vegetable products such as Controlled Moisture and Garden Frost. The flavors and seasonings business has remained with ConAgra, but needed to be rebranded under the terms of the $250m deal.
Integrated marketing manager at Spicetec Flavors and Seasonings Dana Southard told FoodNavigator-USA.com: “There are a lot of challenges that can stem from rebranding an established brand… We can’t deny that there was equity in the Gilroy name, but as Spicetec Flavors & Seasonings, we’re ready to service the industry for all of their flavor needs, from seasoning blends and spices to flavors and bases.”
She said that the biggest benefit of the rebranding is that it provides “the ability to best showcase our core competencies” – meaning that it allows the company to provide customers with flavor and seasoning pairings for “the complete flavor solution.”
Vice president of marketing at Spicetec Flavors and Seasonings Mike Veal said in a statement: “Spicetec Flavors & Seasonings is in a unique position to bring an impressive array of value-added, customized flavor-system and seasoning solutions to our customers. In addition to the extensive resources and expertise at our technical and culinary headquarters in Cranbury, N.J., the geographic heart of the US flavor industry, our customers benefit from the collective resources of our parent company, ConAgra Foods.”
Senior director of research and development Joanne Ferrara will continue to lead the flavors and seasonings development team, the company said.
ConAgra Mills president Paul Maass will serve as interim general manager, and a new general manager is due to be announced in the coming weeks.
