Voices: Market View

John StantonMarket View, written by John Stanton, Ph.D, takes on the marketing side of the food and beverage business. John is a professor of food marketing at Saint Joseph's University in Philadelphia and the editor of two food journals. He wrote the popular Market View column for Food Processing for many years until December 2005, when he asked to take a few years off. All rested up now, he's back with a monthly column on the marketing side of the business.

Market View: What's in a Name?

With consumers poring over labels and ingredient statements, choose your words carefully.

By John Stanton, Contributing Editor
Oct 29, 2014

Recently I was doing some focus groups and one of the most common responses to questions about food ingredients/additives was "I can't even pronounce it." My first thought was "So why do you need to pronounce it?" But being a good moderator I kept my mouth shut.

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