Global Food Exchange case history



Internet startup in need of branding and packaging its international food brokerage business model.


Print campaign: supermarket buyers’ publication, farm publications and Wall Street Journal ads for investors.


Successful launch led to lucrative acquisition by ConAgra.


"In the category of international food brokerage, we were facing competition focused on one category of food with budgets triple ours while our budget was to be spread over four categories. We needed a lean, experienced, superman agency. The Goss Agency was recommended to me by a director of marketing who is a close friend and associate. After a search and review of four agencies, our team of eight unanimously elected to work with Jeff Goss and The Goss Agency.

Jeff’s team wrote our marketing plan and media strategy. With a combination of outstanding creative and media strategy, they showed us a way to increase our customer base of buyers and sellers 18% in six months. They changed the way the most dominant magazine in the restaurant category sold its ads in order to accommodate our unique buy. We executed a schedule of small space ads in the Wall Street Journal targeting the C level of the food industry on the commodities page, creating sell-in from the top as we targeted buyers and sellers, never done before."

- Karen Fox, Director of Marketing, Global Food Exchange