Promotions are often implemented as successful marketing tactics to assist in attracting new customers, retaining existing customers, testing new product concepts and quickly reacting to changing consumer demands. Not only do they provide brand recognition, but they also give marketers, product developers and sales people an additional avenue for creativity. While specialty products and limited-time offers can build brand revenue, implementing promotions isn't as easy as one might think when factoring in supply chain management requirements such as fulfillment and distribution.

"Planning for disruption" can seem like a contradiction in terms, but there are measures that food companies can take to protect themselves from the inevitable crises that threaten to derail their supply chains, however unpredictable they might be, says Brian Benjamin, senior director of strategic accounts with Havi Global Solutions.