Food marketing: a recognized leader
Since its inception, the WMU food marketing program has been recognized for developing talented leaders for the food industry. This past fall, Consumer Goods Technology named Western Michigan University’s Haworth College of Business as one of 11 universities and colleges with top CPG talent. The program has a storied history with CPG companies, and this ranking makes official something those organizations have long known—WMU is the place to seek innovative, future-focused employees with strong team skills.
“We are absolutely thrilled to receive this recognition of our food marketing program,” says Dr. Russell Zwanka, director. “Our teaching philosophy is built upon the foundation that real-life industry involvement, applied principles and effective communication skills, are a solid foundation for a successful career in the CPG industry. A program is only as successful as the students it produces, and our students are standouts. The energy in this program is off the charts!”
There are several reasons why the program is a go-to source where recruiters find their next great hires.
- Certifications: The food marketing program offers a professional category management certification and a cannabis marketing certification. Students can earn these certifications while also taking their top-shelf food marketing courses.
- Experience-driven learning: Employers are seeking students with more real-world experience in the industry, and hands-on projects are a hallmark of the WMU food marketing program.
- Professionalism: Through the Food Marketing Association student organization, the Food Marketing Conference, the food industry tour and a host of activities at WMU Haworth, students gain the skills to collaborate, communicate and become lifelong learners focused on earning opportunities in the industry.
- Synergy: The WMU food marketing program looks for connections and strengthens them. Whether it be encouraging students to dual major in food marketing and supply chain management to be more marketable or working with companies directly to help them solve the problems in the modern food and CPG world, the program consistently models innovation.
According to the latest WMU Career Outcomes Report:
- 100% of food marketing graduates are working or continuing their education quickly after earning their degree.
- 100% of recent food marketing graduates participated in experience-driven learning while earning their degree.
- 100% of food marketing graduates felt their education and experiences as a student at WMU prepared them for their profession.
Student success and support
While the food marketing program is known for its stellar reputation for developing talent, that involves knowing each student and what they need.
Aidan Paciorek is flourishing as a food marketing major—and his experience is simultaneously outstanding and common in the program. He came to WMU as an undecided business major looking to investigate all the Haworth College of Business has to offer.
“I had no idea what I wanted to do. Luckily, I had an older sister who had been at Western as a food marketing major. Initially, I didn’t want to feel like I was copying what she had done by majoring in the same area, but she convinced me to go to a Food Marketing Association (FMA) meeting, and I never looked back. I instantly felt at home and loved everything to do with the major including all the professors; it felt like I had a community,” says Paciorek.
Paciorek knew that the innovation and opportunity available in the food industry was the perfect fit for the professional future he wanted. In the summer of 2023, he interned with SpartanNash where he was assigned a large project to revamp their catering program. All SpartanNash-owned stores would carry the program, so it was a large undertaking. After 12 rewarding weeks of work, Paciorek’s presentation of the project was selected as one of the top 15 intern projects out of over 100.
He notes that connecting with peers has been a significant part of his experience as a student.
“From the moment I walked into the first FMA meeting, I instantly felt like I was in the right place for my growth and development. I have made most of my college friends through the organization. I joined the executive board my sophomore year in order to give back and make others feel as included as I have. FMA provides a welcoming and lighthearted atmosphere where we can explore our common interest in the food industry and connect socially.”
As a junior, Paciorek doesn’t know where he will land after graduation, but says he feels 100% ready and excited for the opportunities that lie ahead.
The FMC: a Kalamazoo Staple
The WMU Food Marketing Conference has returned to Kalamazoo with a new name—The FMC. Welcoming 1,000 industry professionals annually, the conference offers sessions focusing on innovation, technology, consumer trends, emerging talent and strategic leadership. The event is both local and global in its programming. A Taste of West Michigan, a new feature, provides tastes and plates from Can-Do Kalamazoo, Kalsec and local chefs. And with its in-person and virtual hybrid options for attendance, The FMC is able to bring a lineup of CEOs, presidents and directors of business to the global food industry anywhere in the world.