With a recent line of seasonings, McCormick seems eager to compete with modern spice companies, like Burlap & Barrel and Diaspora Co.
Taken together, McCormick seems committed to facing off against its smaller, younger competitors on their turfs — online, where the lion’s share of their sales occur, and on the platforms, because a dynamic social media presence is par for the course today.
To begin to respond to that growing consumer desire, McCormick has launched initiatives to engage with the farming communities where its ingredients are sourced. “Our goal is to increase the resilience of 90% of smallholder farmers that grow our key iconic herbs and spices, as measured by increasing skills and capacity, income, access to financial services, education and nutrition, and health,” says Vetter.
Polonksy noted that many older brands look to clean up their branding after a few years or decades — Heinz and Pepsi, to name a couple — but in the case of McCormick, which has trotted out new branding only for Flavor Inspirations, she was confused about the intent.
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