Circana Unpacked
C-Suite Conversations: Operating in a Purpose-driven Culture
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IRI’s Growth Insights C-Suite Conversations feature notable leaders talking about the future of CPG, retail and media. Our newest installment features Mark Smucker, CEO of The J.M. Smucker Co. He is the fifth-generation leader of the Orrville, Ohio-based Fortune 500 company.
In this exclusive interview, Smucker speaks with IRI CEO (and Smucker board member) Kirk Perry. They discuss the company’s rich family history, Smucker’s teaching experience and how it shapes his leadership approach, and the company’s latest product and brand innovations. Smucker also discusses the marketing transformation that accompanied Jif’s bold shift from “Choosy Moms Choose Jif” to creative featuring rapper Ludacris. He shares his keys to creating an inclusive, diverse organization in a small Midwestern town. And he concludes with a focus on Smucker’s purpose and its hybrid work model that aims to nurture a strong yet flexible company culture.