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Victor Martino

San Francisco

Contributor at Just-Food

Fractional #CMO and #CSO + marketing and sales consultant for #CPG and agri-food companies + brands. Entrepreneur, analyst, ethnographer, researcher, writer.

Articles

  • 1 week ago | just-food.com | Victor Martino

    After decades of declining consumption, cow’s milk and its value-added dairy counterparts are experiencing a notable resurgence in the US. What was once seen as a shrinking category is now showing robust growth. The key drivers behind this revival are the 3 P’s – protein, price and perception. Together, these three factors have reversed a long-term slide and put cow’s milk prominently back on American grocery shelves and in consumers’ refrigerators.

  • 1 month ago | just-drinks.com | Victor Martino

    The average US consumer is feeling financially stretched, squeezed and uncertain. In a word – they’re beleaguered. The economic optimism that was evident in the first couple months of 2025 has given way to financial anxiety and uncertainty, due to a variety of reasons. The list is long: tariff-related jitters, stagnating wage growth, high interest rates, high housing costs, the resumption of student loan payments, recession fears and continued higher prices at the grocery store.

  • 1 month ago | just-food.com | Victor Martino

    The average US consumer is feeling financially stretched, squeezed and uncertain. In a word – they’re beleaguered. The economic optimism that was evident in the first couple months of 2025 has given way to financial anxiety and uncertainty, due to a variety of reasons. The list is long: tariff-related jitters, stagnating wage growth, high interest rates, high housing costs, the resumption of student loan payments, recession fears and continued higher prices at the grocery store.

  • 2 months ago | mjdoamag.com | Victor Martino

    The decline of farms and farmland in the U.S. has been a growing concern among farmers, economists, policymakers and others for many years. The issue is complex, touching on economic viability, food security, rural livelihoods, environmental sustainability and even national security.

  • 2 months ago | just-drinks.com | Victor Martino

    The relationship between grocers and CPG companies in the US has always been a delicate balance of power, negotiation and strategy. Historically, these two entities have relied on each other – retailers needing branded products to fill their shelves and CPG companies needing access to consumers.

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Victor Martino
Victor Martino @VictorMartino01
22 May 25

This phenomenon is very real today. What can brands do? https://t.co/ZX8mH38kKo

Nate Cooper
Nate Cooper @Nrcoope

#CPG Stat of the week... More than 60% of US consumers have tried a new brand within the last year- and most say they plan to stick with it. Think consumers are loyal? Think again- it's a knife fight out there

Victor Martino
Victor Martino @VictorMartino01
22 May 25

The first 100% quinoa beer. 🤔 https://t.co/Wmul1GABLm https://t.co/223fxYLnHK

Victor Martino
Victor Martino @VictorMartino01
9 May 25

RT @FreightAlley: Huge if true… This is still high, but within a range that some importers have said they will resume shipments from China.