To succeed in a challenging omnichannel marketplace, successful CPG businesses are reaching for efficient manufacturing operations and new supply chain and transportation models.
Campus Protein’s (CP) current supply chain highlights just how the consumer packaged goods (CPG) industry has changed over the past 10 to 15 years. CP produces and markets nutritional supplements, healthy snacks, and related items, primarily to college students but also to the general public. The company’s sales take place entirely online. Most are through its own website, although CP’s private label products also are available through Amazon. “Our model always has been a virtual retail store,” says Russell Saks, chief executive officer.