For over 87 years, Venus Wafers has been manufacturing crackers and flatbreads. Along the way, the company has looked inward and has been resolved to focus on its core belief—Simple Done Right™—building strength without the excess, putting "simple done right" at the forefront in its brand focus. Jim Anderko, Vice President of Sales and Marketing, details how the company accomplishes this goal with its new look moving forward, starting with a focus on the Mariner and CaPeachio’s brands.
“The brands are important to us,” explains Jim. “It was a large undertaking because of packaging and determining what brands and how many to keep. Now, we’re just about done with the transition. We can really focus on our brands, making it narrower and more refined while also showcasing our capabilities and certifications. We came up with the Simple Done Right logo because it really focuses on who we are.”
Both CaPeachio’s and Mariner offer a wide selection for the company’s clientele. And with Venus Wafers ramping up its co-packing and private label offerings, the new rebranding coincided fortuitously to bolster the service and quality expectations the cracker provider is known for: Simple Done Right, in essence, for both its brands and its crackers. This mindset has been at the core of the company since the beginning, and still exists in the products enjoyed year-round.
“Our crackers use few ingredients, but the right ingredients,” Jim continues when I inquired about the certifications. “We have all the certifications from non-GMO, organic, whole grain, vegan, kosher—the only one we don’t hit is gluten-free.” To which we both laughed considering the nature of the product.
Amongst the growing list of certifications, transitions, and order fulfillments, the company has also made plans to take on the Winter Fancy Food Show in San Francisco. I ask Jim what’s in store for the cracker connoisseur, and he tells me that the team will be showcasing the new Mariner Lavasch Crisp Flatbreads (formerly branded under Nejaime’s), this coming January. Also on the horizon? The company is busy developing new crackers and flatbreads that fit into the health driven consumer snacking format—Simple Done Right.
With a company as versatile as Venus Wafers, one can only imagine what’s to come now that its vision is more focused. And with 87 years of experience in the industry, one can only expect exceptional outcomes for the holidays and beyond. Keep reading Deli Market News as we bring more family history and innovations to light.