What A Tasty Job
Gerald Shintaku of Kraft Foods Hawaii makes it a point to involve himself and the company in local charitable causes, such as Saturday’s Hawaii Foodbank Food Day drive. Say cheese and prosper. A business empire was built on that premise, and Gerald Shintaku can attest to it.
Del.icio.usKraft’s local ad agency, says his client is adept at reinforcing the national brand with a local spin.
“He’s a big-picture thinker and is very results-oriented,” Harris says. “But he’s mindful of wanting a local flavor to what Kraft does nationally.”
With the latitude to execute that strategy, it’s no wonder Kraft Foods is rated as one of the “Top Companies for Diversity” in the U.S. by DiversityInc. magazine. It’s another ingredient in its recipe for success. To be an international brand, there must be a varied employee mix and a leadership team with multi-country experiences. Kraft has nearly 100,000 employees operating in 68 countries worldwide.
Gerald Shintaku, seated at center, with, from left, Kraft employees
Ken Hirota, Gregg Watada, Kevin Ing, Greg Kam, Carolina L’Esperance,
Dennis Kong, Norine Yoshizawa, and Lisa Nakagawa
Although Hawaii is a blip on the map, Kraft’s focus on making a difference in the community is very evident. Here and worldwide,Kraft is committed to hunger relief and healthy lifestyles. In business and community responsibility, one value feeds on the other.
An example is Kraft’s relationship with the Hawaii Foodbank. For the past two years Kraft has sponsored the Check Out Hunger program that enables customers to make a donation as they pay for groceries at Times, Safeway, and Tamuras. To date, more than $60,000 has been collected at check-out counters.
Last month, Kraft pledged $90,000 in grants to Hawaii Foodbank and Maui Community Food Bank. “On Oahu, it will help realize an increase of more than 1 million pounds of food collected and boost the number of recipient agencies by 30,” according to Hawaii Foodbank president Richard Grimm.
“On Food Drive day, April 16, you will find Gerald running around Koko Marina Shopping Center helping to collect money and food,” Grimm adds. “He is truly a man of compassion, who constantly works in the community to make things better.”
Roger Godfrey, president of Times Supermarkets, validates that aloha approach to business. He says, “We do more with Gerald than with anybody else as far as community activities. Kraft is a partner in merchandising and community events, such as Shop ’n’ Score and Taste of Honolulu. He’s out there a lot, always involved in things. He’s the kind of guy you like to work with.”
The Shop ’n’ Score promotion has raised more than $100,000 for sports uniforms and equipment and $25,000 in scholarships for high school athletes. The program involves Times, Kraft, Nabisco, Pepsi, Meadow Gold, Kimberly- Clark, Adidas-Wilson Sporting Goods and Hawaii Sports Network.
Kraft also supports efforts of key retailers, such as Foodland’s Shop for Better Education campaign. And if Shintaku has his way, there’s always an element of fun in fund-raising, like having Kraft’s costumed mascots at public events. Cheesasaus-Rex, Kool-Aid Man, Mr. Peanut and Oreo Cookie Man are crowd pleasers.
As we go to press, Kraft Foods is about to launch a major campaign for its line of South Beach Diet foods. As part of its commitment to healthy lifestyles, Kraft expanded its relationship with Dr. Arthur Agatston by launching a 27-item line of South Beach Diet products, featuring frozen entrees, wrap sandwich kits, frozen pizza, meal replacement and cereal bars, and cereals. The products — which cater to consumers seeking smart nutrition by focusing on the right carbohydrates, the right fats and lean sources of protein to help people feel more satisfied on fewer calories — will appear on store shelves this month.
“It’s not a diet, it’s a way to eat for life,” Shintaku says. The healthy eating trend is consumer- driven, and Kraft is responding with an ongoing commitment to improving the nutrition profile of its products. The South Beach Diet is the biggest launch in years with a huge investment to market the line, according to Shintaku.
Innovation also sparks Kraft brand of products. Kraft is responsible for breakthrough ideas such as the first inner-seal packaging, first decaffeinated coffee, first successful powdered soft drink, first non-dairy whipped topping, and the launch of DiGiorno Rising Crust pizza, which revolutionized the frozen pizza category.
“This is great stuff,” Shintaku says about DiGiorno pizza, adding it’s also a favorite of wife Cathy and 6-year-old son Cole.
But that’s as it should be. It’s reflective of the relationship consumers have with products today. It’s a deeper, more personal relationship than ever before. Products must meet high standards, fit one’s lifestyle, and guarantee a pristine environment in one convenient, uncomplicated package. It also helps to taste good and be value priced.
Marketers point to the range of products on grocery shelves. You know it’s a battle out there with the many choices consumers have today. In the Hawaii market, consumer buying patterns have been impacted by big-box discounters and the move to specialized retailing. The dynamics of the market are ever changing, Shintaku admits. It’s what keeps him motivated and driven.
But he has a way to cope with all that’s happening in the food industry. He invites young people to consider a career in the food business, saying there are opportunities in many facets of the business. His recipe for success is:
• “Be open to new and different ideas. Change is constant.
• “Approach everything you do with enthusiasm and with a positive, open mind.
• “It doesn’t hurt or cost any more to be nice to people, so be nice.
He concludes: “Smile and have fun in what you do. And don’t forget the cheese.”
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