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133 - Navigating Uncertainty: Scenario Planning with Kerry Group’s David Deeley & Brian Short
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In this episode of The Greenbook Podcast, host Karen Lynch is joined by David Deeley, Senior Insights Manager, and Brian Short, Consumer Insights Specialist, from Kerry. Together, they discuss the importance of scenario testing to tackle uncertainty in the food and beverage industry.
Drawing from their presentation at IIEX Europe, David and Brian explain how Kerry uses foresight and scenario planning to anticipate shifts in the market, navigate challenges like climate change, and support innovation. This thought-provoking conversation explores how frameworks and collaboration between insights, R&D, and customers drive impactful solutions for the future.
In this episode, we’ll explore:
- Scenario Planning Basics: How scenario testing differs from trend-based forecasting.
- FutureLens Framework: Kerry’s foresight program for anticipating industry shifts.
- Consumer Insights and Data Sources: Integrating proprietary research with macro trends.
- Use Cases: Examples of scenario planning in action, including innovations in iced beverages and supporting a major European retailer.
- Advice for Businesses: Tips on incorporating scenario planning into strategy and innovation efforts.
Resources/Links:
You can reach out to David on LinkedIn.
You can reach out to Brian on LinkedIn.
Many thanks to David Deeley and Brian Short for joining the show. Thanks also to our production team and our editor at Big Bad Audio.
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