A Birds Eye view: seeing a new vision: developing value-added packaging helps ensure the company's success as a branded marketer.(OPERATIONS: BIRDS EYE FOODS CORPORATE STRATEGY)(Company overview)

From: Food & Drug Packaging | Date: September 1, 2007| Author: | Copyright information

Change can be unsettling and even downright scary at times. But it can also be the catalyst for greater success, as proven by the new, refocused Birds Eye Foods.

The strategy for implementing a new vision and new direction started in September 2005 with the hiring of Neil Harrison as chairman, president and chief executive officer. Most recently the head of H.J. Heinz Co.'s North American business, Harrison brought a 30-year career in consumer packaged goods marketing to Birds Eye, which is a privately held business.

Under Harrison's direction, the company sold its ...

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