Robert Cook, SVP of Global Markets at HyFun Foods, discussed his career journey, emphasizing the importance of understanding cultural nuances and business development fundamentals. He highlighted the impact of macroeconomic challenges, such as inflation and geopolitical instability, on consumer behavior, leading to increased trading down to basic, affordable products. Cook also shared insights on the importance of prioritizing key tasks, building trust with stakeholders, and the value of continuous engagement with customers. He reflected on his career decisions, considering opportunities in India and the importance of personal and professional growth.
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Episode Highlights
Robert Cook's Journey and Early Career
- Daryl Urbanski introduces Robert Cook, SVP of Global Markets at HyFun Foods, highlighting his 15 years of experience in global markets and his roles at Fonterra.
- Robert Cook shares that his father was a sole business owner in South Africa, manufacturing wardrobes and cupboards, but his siblings did not follow in his footsteps.
- Robert Cook started in auditing, working for one of the big four in South Africa, and later ventured into forensic audit.
- Robert Cook transitioned to business development, finding it more commercially appealing, and moved to New Zealand to start a new revenue line at KPMG.
Business Development Fundamentals
- Robert emphasizes the importance of knowing what you sell and having a clear purpose behind it.
- Robert Cook advises continuous engagement with customers, understanding the audience, and doing thorough research before meetings.
- Listening to customers and understanding their needs is crucial, as direct narratives may not always work.
- Building trust and relationships with customers is essential for long-term business success.
Cultural Differences and Adapting to New Markets
- Daryl and Robert discuss the importance of understanding new cultures and the challenges of cultural differences.
- Robert shares his experiences moving to New Zealand and adapting to its laid-back culture compared to South Africa's direct approach.
- Robert Cook highlights the differences in cultures, such as the Philippines' preference for indirect communication and the importance of personal introductions.
- Robert emphasizes the need to find common ground and relate to the culture to break down barriers.
Tips for New Business Developers
- Robert Cook advises new business developers to ask for cultural training when entering a new market.
- Learning basic key words in the local language can go a long way in meetings and interactions.
- Reading books on cultural nuances and generalized cultural training can provide valuable background knowledge.
- Being open-minded and adaptable to different personalities and market dynamics is essential.
Professional Skills and Behaviors
- Robert stresses the importance of setting clear expectations and reiterating them to avoid misinterpretations.
- Understanding the value and contribution of each team member can increase their engagement and ownership.
- Prioritizing big rocks first and managing deliverables effectively can reduce stress and improve overall performance.
- Being aware of the big picture and focusing on the most important tasks can lead to better outcomes.
Current Market Trends and Challenges
- Robert Cook discusses the impact of macro challenges, such as covid, wars, and inflation, on the middle class.
- Consumers are trading down to more affordable products, leading to declines in premium categories.
- Food service has seen some stability post-covid, with consumers still spending on dining out.
- Inflation is rising faster than salaries, putting pressure on consumers' purchasing power.
Value and Nutrition in Consumer Products
- Robert explains that consumers are trading down to basic needs, such as regular milk, to save money.
- The demand for nutritious and value-for-money products is increasing.
- Daryl shares his perspective on the importance of raw, unprocessed foods and the challenges of trusting processed products.
- The conversation touches on the role of the FDA and the challenges of ensuring product quality and safety.
Personal Habits and Prioritization
- Robert emphasizes the importance of knowing stakeholders and delivering on their expectations.
- Prioritizing big rocks first and managing deliverables effectively can reduce stress and improve overall performance.
- Being aware of the big picture and focusing on the most important tasks can lead to better outcomes.
- Daryl and Robert discuss the importance of continuous growth and avoiding complacency.
Reflecting on Career Decisions
- Robert shares his current career crossroads, deciding whether to stay with his current organization or explore new opportunities.
- Robert reflects on the professional equity he has built in different markets and the opportunities available to him.
- Daryl and Robert discuss the importance of taking a hard look at career decisions and considering all options.
- The conversation highlights the value of continuous growth and avoiding complacency.
HyFun Foods' Story and Vision
- Robert shares the story of HyFun Foods, a company exporting frozen potato-based products from India.
- The company uses a "seed to shelf" model, ensuring quality from the initial seed growth to the final product.
- HyFun Foods pays farmers a higher-than-market rate for their potatoes, promoting sustainability and supporting local farmers.
- The company's focus on quality and innovation has contributed to its growth and success.
