Supply Scan

News and trends from across the food supply chain.


At the RC 5500 Media Event, Crown's director of marketing and product management, Matt Logan, talked about the company's new slogan: "Technovation," which he described as "the fusion of technology and innovation."

Technovation fuels the creation of Crown's line of products and is visible in everything the company does, on down to the individual components that make up the RC 5500, including its frictionless braking system and Intrinsic Stability System.

The lift truck has been designed to provide the operator with an increased view, allowing them to better see what's around them in the warehouse or tractor trailer, thereby increasing safety and throughput.

When operating a stand-up counterbalanced lift truck, operators tend to look down the right side of the lift truck while they're working. With this in mind, the RC 5500 Series was designed with a curve to the right side, creating a better view of the front right corner. There is also an orange indicator on the fender, which the operator can use as a visual reference point in low-light scenarios.

In addition, the mast and pillar design allows for more visibility by aligning the right pillar directly behind the forklift mast, thereby eliminating it from the operator's line of sight. Crown has also angled the left pillar to allow for more line-of-sight space between it and the left forklift mast.

Another safety feature on the RC 5500 is an entry bar safety switch on the lip of the floor board, which automatically stops the vehicle if the operator places their foot over the bar and outside the truck while the vehicle is in operation.

GMA To Study Better Ways To Use DSD

Grocery Manufacturers Association has chosen Durham, NC-based Clarkston Consulting and Boston's AMR Research to conduct a study of how CPG companies and their trading partners can more effectively employ direct store delivery (DSD) as a marketing tool.

"Our mission is to help our member companies grow and we believe a key component of that involves looking at the effective use of DSD," notes Pamela Stegeman, GMA's vice president of supply chain and technology. "Our hope is that this study will promote industry dialogue and help change the perception of DSD from a distribution model to a marketing/sales execution model."

"Product availability and effective merchandising have dramatically increased in importance compared to traditional marketing tools such as advertising," adds Thomas Bornemann, managing partner of consumer products at Clarkston. "DSD is one of the most effective methods available—not only in terms of influencing product presence at the store shelf, but also in growing revenues when used as an extension of the marketing and sales execution model."

Earlier GMA studies on the effective use of DSD have looked at ways for trading partners to boost efficiency by adopting best practices.

This latest study, "Growing through DSD," will build on the previous reports by investigating how closer collaboration with retailers can help create demand, improve supply chain effectiveness and, ultimately, better serve consumer needs. The study will additionally identify the many benefits that DSD provides to retailers in expanding their businesses.

For the study Clarkston will re-examine statistical information from GMA's 1999 study, "The Power of DSD," particularly data related to purchase frequency, new product introductions, inventory efficiencies, category growth, and the effectiveness of promotions.

A crucial feature of the study is to illustrate the DSD model of the future. Clarkston has suggested that CPG companies should use DSD strategically, rather than simply as a distribution method, by using a model based on extensive collaboration with retailers, in which intelligent, fact-based DSD becomes an integrated part of marketing and revenue-generating activities.

Fenway Partners, Roadlink Acquire World S.S. Inc.

Fenway Partners, the NY-based private equity firm, in conjunction with its intermodal trucking and logistics portfolio company RoadLink USA, has entered into an agreement to acquire World S.S. Inc. (WSS), a North American unloading and outsource warehouse services provider in Phoenix.

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