YOU DON’T HAVE TO BE THE FIRST. Nor do you have to be cheaper. Instead, to win business, even off well established competitors, all it takes is a demonstration that you understand the needs of the customer, and that the incumbent competition is complacent. So says Peter Banfield, an international marketer with over 20 years of experience within the food and beverage industry specialising in consumer packaged goods (CPG), quick service restaurants (QSR), and major retailer organisations. Peter has worked extensively across APAC, Asia, Europe and the USA in roles that have covered innovation, packaging IP, and end-to-end solutions within the food and beverage markets.