Joe Xu
Condiment & 3R Food
Head of CS Foodservice Marketing
Kraft Heinz

Joe Xu has over 20 years of marketing experience, especially in the field of sauce & condiments for more than ten years, including retail channels for household users and FS channels for catering clients. He specializes in delivering products or solutions creatively through improvement or innovation from the perspective of the target consumer’s needs. He has led the launch of the premium brand Authentic Xian at Nestle's Totole and the innovative application of Jingba Chicken Sauce in stir-fried yellow beef cuisine at Jiahao Foodstuff Limited. He currently leads the team responsible for the marketing of Kraft Heinz Chinese sauces.

Event Introduction
Condiment & 3R Food
 · 06/25 (Day 1)
New Taste That Spice Up New Lives
4.2H -Hall C2
Branding Strategy
How to Go from Regional to National?

Regional culinary habits give rise to well-known regional condiments brands. But moving from regional to national is often challenging—lack of direction, lack of force, or lack of continued development. Can regional brands break the constraints and scale up by replicating a replicable model?

Link to agenda