Case History

Repositioning a company to focus on services: Corn Products U.S.

Corn Products U.S.

Corn Products is one of the world’s largest corn refiners and a major supplier of high-quality food ingredients and industrial products derived from corn and other starch-based materials.

Challenge

Help a company transition from a supplier of low-margin commodities to a high-margin specialty ingredient provider.

Strategy

  • Elevate their current offering with a break-through campaign.
  • Focus on service as the point of differentation.
  • Introduce existing products to new markets with innovative, attention-getting programs:
    Expandex™ — targeted to the gluten-free market
    Starches — targeted to healyh & beauty

Results

New, consumer-focused distribution channels opened up. Increased awareness of company capabilities.

Increased awareness of company capabilities.

Case Histories