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July 5, 2017

50: Hungry for a startup: Mike Senackerib wants to bring joy to healthy

When it comes to CPG, Mike Senackerib’s marketing career has literally run the gamut from soup to nuts. After getting his start working on the Cool Whip brand, he worked on numerous soups and snack brands for Kraft General Foods, Campbell’s Soup, and Nabisco. Later, he took a spin as CMO at Hertz before returning to Campbell’s as their CMO.

But now he’s made the leap: a startup. He’s the co-founder and CEO of Farm&Oven, a maker of bakery bites that are packed with two servings of vegetables and a daily dose of probiotics. Senackerib is counting on his partner, Kay Allison, and his expertise as a marketer and food innovator to spell (healthy) snack success.

Senackerib believes it’s “a really great time for startups,” especially for foods considered to be healthy, fresh and artisanal. And while he sees “problem solving as fun,” he recognizes that sometimes “the problem is you have to have a solution.” But like all optimistic entrepreneurs, he loves the challenge: “You do have to hustle…and do a lot of networking to find the right connections. The good news is there are a lot of good people out there, and they recommend other good people.”

Highlights from this week’s “Marketing Today” podcast include:

  • Senackerib’s career path: From a classic CPG foundation to startup. ([1:33])
  • Why a startup? The timing — and the taste — was right. ([4:30])
  • Senackerib discusses Farm&Oven’s e-commerce strategy. ([11:01])
  • Prioritizing in life and business — Putting the most energy behind the biggest ideas. ([19:30])
  • Ownership: The ultimate expression of building a business. ([21:53])
  • Senackerib believes the future of marketing can be found at the intersection of personalization and automation. ([26:03])

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