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The original Tate's Bake Shop is a real place you can visit. Any cookie-lover should make the trip.

<ul class="summary-list"><li><keyword id="10913628" type="UNKNOWN" weightage="60" keywordseo="tates-bake-shop">Tate's Bake Shop</keyword>, known for its chocolate chip cookie, has been a Hamptons staple for decades.</li><li>Employees says management has threatened them with deportation ahead of their <keyword id="6357801" type="ORGANIZATION" weightage="60" keywordseo="union">union</keyword> vote.</li><li>A majority of Tate's 450 workers are <keyword id="1107270" type="PERSON" weightage="60" keywordseo="Undocumented-immigrants">undocumented immigrants</keyword>, who are protected under US labor laws.</li></ul><p>Employees at Tate's Bake Shop in Long Island, New York, said management threatened them with deportation over their attempts to unionize, local outlet <a href="https://longisland.news12.com/union-officials-tates-bake-shop-workers-threatened-with-deportation-if-they-unionize">News 12</a> reported Wednesday.</p><p>Tate's, located in Southampton, is famous for its chocolate chip cookie and has been a staple in the Hamptons for decades. It was locally owned by its founder, <a href="https://www.businessinsider.com/tates-bake-shop-founder-lessons-success-failure-2018-7">Kathleen King, until 2018 when it was sold to food giant Mondelez International</a> for $500 million.</p><p>Through an interpreter, employees told <keyword id="6355005" type="UNKNOWN" weightage="100" keywordseo="news">News</keyword> 12 that they are being harassed at work, and that management has threatened to call Immigration and Customs Enforcement. The employees asked to remain anonymous for fear of retaliation.</p><p>"They began threatening people based on their immigration status, telling them that if their documents are not in order and they attempted to join the labor union they would get deported," Cosmo Lubrano, president of Eastern States Joint Board union, told News 12.</p><p>Tate's has about 450 employees, most of which are undocumented immigrants, according to <a href="https://gothamist.com/food/undocumented-workers-tates-bake-shop-allege-threats-ahead-union-vote">Gothamist</a>.</p><p>Per the National Labor Relations Act, harassment in response to <keyword id="4672922" type="PERSON" weightage="60" keywordseo="unionization">unionization</keyword> efforts is illegal, and workers are protected under the act <a href="https://www.nlrb.gov/sites/default/files/attachments/basic-page/node-3024/immigrant_employee_rights_one_pager_english_pdf_21860.pdf">regardless of their immigration status</a>.</p><p>"Any allegation that the company has violated any aspect of the National Labor Relations Act is untrue," a spokesperson for Mondelez International told News 12. "Tate's prides itself on treating all its employees with respect, and we have fostered over many years an inclusive, supportive, caring work environment and culture with our employees."</p><p>Union organizers told Gothamist that Tate's also hired an anti-union consultant to thwart their unionization efforts.</p><p>Employees will receive ballots later this month and have until April 21 to cast their vote on whether to unionize.</p><p>Insider has reached out to Tate's and Mondelez for comment.</p>

Workers at an iconic New York cookie company said they were threatened with deportation if they voted to unionize

<p><strong><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Janette Pellegrini/Getty Images</span></p><p class="caption">Kathleen King, founder of Tate's Bake Shop.</p></div><p></p></div></div></strong></p><ul><li><strong>Kathleen King, founder of <a href="http://www.businessinsider.com/tates-bake-shop-founder-lessons-success-failure-2018-7">Tate's Bake Shop</a>, recently passed her legacy into new hands when the company sold to <a href="https://patch.com/new-york/southampton/tates-bake-shops-sell-500m" target="_blank" rel="noopener">Mondolēz International for $500 million</a>.</strong></li><li><strong>King didn't reach this level of success without a few setbacks, which taught her two important lessons about being an <a href="http://www.businessinsider.com/business-advice-entrepreneurs-startup-founders-ceos-2018-5" target="_blank" rel="noopener">entrepreneur</a>.</strong></li><li><strong>To build a business, she says, you need to keep your emotions in check and persevere.</strong></li></ul><p>Kathleen King knows a thing or two about building a successful business. </p><p>She's <a href="http://www.businessinsider.com/tates-bake-shop-founder-lessons-success-failure-2018-7" target="_blank" rel="noopener">the founder of Tate's Bake Shop</a>, the baked-goods empire that sold for $500 million to <span>Mondolēz International, maker of Oreo and Chips Ahoy, 18 years after King rebuilt the remains of her first baked-goods company, which nearly failed after a business partnership went awry.</span></p><p><span>It's a success she didn't achieve without a few setbacks, she <a href="http://www.businessinsider.com/tates-bake-shop-founder-lessons-success-failure-2018-7" target="_blank" rel="noopener">previously told Business Insider</a>. King - whose baking roots date back to age 11 in the kitchen of her childhood home at North Sea Farms in Southhampton, New York - bought her first bakeshop in her early 20s, in 1983. She sold homemade cookies as </span><span>Kathleen's Bake Shop and quickly became a local favorite. </span></p><p><span>But in 1999, she fell into a bad business deal when she brought on two partners to help expand her business, she said. After producing baked goods at a lower quality and refusing to pay some of the bills, the partners ultimately fired King and locked her out of the very bakeshop she founded.</span></p><p><span>King took them to court, and the partners walked away with the rights to use the name Kathleen's Bake Shop and she walked away with the rights to her property, as well as a third of the debt the partners had accumulated - roughly $200,000.</span></p><p><span>In 2000, King took what was left of her business and turned it into Tate's Bake Shop. Within three years, she had paid off the debt and brought Tate's back to its $3 million annual revenue mark, she said.</span></p><h2><span>'Count on it being four times harder than you dreamed'</span></h2><p><span>King doesn't view her setbacks as total failure. In fact, she credits the loss of Kathleen's Bake Shop to the success of Tate's today. "I had the gift of dying and coming back, learning what didn't work in that lifetime and what will work in this lifetime," she <a href="http://www.businessinsider.com/tates-bake-shop-founder-lessons-success-failure-2018-7" target="_blank" rel="noopener">previously told Business Insider</a>.</span></p><p><span>Learning things the hard way instilled in her two important qualities, which she says are crucial to starting a small business: perseverance and emotional control.</span></p><p><span>"Count on it being four times harder than you dreamed," she said of being an entrepreneur. "Get up and move forward, and don't stay attached to mistakes and failures."</span></p><p>She also stressed the importance of learning to keep your emotions in check. She says you can care and have passion, but being too emotional will crush you. </p><p><span>"I put everything I had into Kathleen's Bake Shop and lost it," King said. "When I started Tate's, I said I'm not giving blood again, I'm not being emotional - I didn't have time or money. I had to be a business manager. I wasn't ruthless, I was fair and passionate, but when you get dragged down as low as I did, you become somewhat fearless."</span></p><p><span>King continued: "If I didn't have my epic failure I wouldn't have had my epic success; they go hand in hand."</span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/couple-reveals-their-spending-weaknesses-and-how-to-save-2018-7">This couple reveals their weaknesses when it comes to spending and how they manage to save</a></h3>        <div>                    </div>    </div>

The founder of a $500 million baked-goods empire says the 2 qualities that made her successful were the hardest to learn

<p><strong><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></strong></p><ul><li><strong>Tate's Bake Shop, home to America's No. 1 chocolate chip cookie, recently sold to <a href="https://patch.com/new-york/southampton/tates-bake-shops-sell-500m" target="_blank" rel="noopener">Mondolēz International for $500 million.</a></strong></li><li><strong>Its founder, Kathleen King, credits the success of the beloved brand to losing her first business.</strong></li><li><strong>Now retired, King talked to Business Insider about the hard work and perseverance it takes to be successful: "If I didn't have my epic failure I wouldn't have had my epic success; they go hand in hand."</strong></li></ul><p>"Taste of home."</p><p>That's how Kathleen King, the woman behind Tate's Bake Shop - home to America's No. 1 chocolate chip cookie, according to both <a href="https://www.consumerreports.org/media-room/press-releases/2011/11/tates-bake-shop-named-top-rated-chocolate-chip-cookie/" target="_blank" rel="noopener">Consumer Reports</a> and <a href="https://www.rachaelraymag.com/food/taste-test-the-best-chocolate-chip-cookies" target="_blank" rel="noopener">Rachel Ray</a> - described the baked-goods company when I put her under the constraint of three words.</p><p>A staple in the Hamptons' East End and on many grocery store shelves, <a href="https://www.wsj.com/articles/mondelez-gobbles-up-cookie-maker-tates-bake-shop-1525669961">Tate's officially sold</a> in June to Mondolēz International, the maker of Oreo and Chips Ahoy, for $500 million - a deal in which King completely passed her legacy into new hands, she told Business Insider.</p><p>King, now newly retired, founded Tate's in 2000, but her baking prowess dates back to her childhood days on North Sea Farms in Southampton, New York.</p><p>She set her sights on the oven at age 11, baking cookies to sell for a bargain at her father's farm stand - six for $0.59. With a lot of consumer love and little competition, she grew her business enough to spend her high school summers baking ten hours a day, seven days a week, she said.</p><p>"When I was [growing up on a farm], I felt like a child slave, but looking back it was really heavenly," King said, adding that her parents told her she could do or be anything if she worked for it.</p><p>"It's a tremendous amount of hard work, you start working at a really early age," she said. "In the big picture, it's wonderful - you develop work ethic, learn to apply common sense, and see how nature is entwined."</p><p>It's what helped King prepare for a business adventure that involved a lot of grit, she said.</p><p>"It's not easy. You learn when you fall down, you get up," she said of farm life. "There's nothing cushy or protective. Which is what made me survive my journey."</p><h2>Quality is the most important thing</h2><p>With $5,000, King rented her first bakery at 21, in 1980, and began wholesaling Kathleen's Cookies at farm stands. Three years later, she bought her first bakeshop - the home of Tate's today - with a $50,000 down payment and sold homemade cookies as Kathleen's Bake Shop.&#xa0;</p><p>In 1999, King brought on her bookkeeper and his brother to help expand her business. Having already established a relationship with the former, King made the move in good faith and under the agreement that the partners would help expand Kathleen's Bake Shop's national efforts while she would remain CEO and run the business side.</p><p>"As soon as I signed the contract, the partner I knew well turned into a different person," King said.</p><p>The partners purchased a factory in Virginia, which physically displaced King from the business end. But that was only the beginning - they churned out products of a lesser quality and stopped paying some of the bills, King said, which led to vendors seeking overdue payments.</p><p>"They were money hungry, couldn't reproduce any of my products, and when I put my foot down, they told me my pride was getting in the way of my job," King said. But her driving goal was always about the quality, not the money: "You do the right thing and the money comes."</p><p>After King started paying the vendors with cash she received from customers purchasing goods at the bakeshop, the partners accused her of stealing, she said. They soon fired her and locked her out of the very bakeshop she founded.</p><p>King took the partners to court, where they reached a compromise: They walked away with the rights to use the name Kathleen's Bake Shop and she walked away with the rights to her property - and a third of the company's debt, around $200,000.</p><p>With no money left, King said she remortgaged the bakeshop she had already paid off. Like her cookies, she had to start her business from scratch.</p><h2>Success and failure go 'hand in hand'</h2><p>Despite leaving a well-known brand behind, King's quality baking and supportive community quickly helped propel her new venture, Tate's Bake Shop, to success. She paid off the debt and by 2003, Tate's was guesstimated to be back at its $3 million annual revenue mark, she said.</p><p>King views losing Kathleen's Bake Shop to her former business partners as the only reason she is where she is today. "I had the gift of dying and coming back, learning what didn't work in that lifetime and what will work in this lifetime," she said.</p><p>When it comes to starting a small business, she says, count on it being four times harder than you dreamed - perseverance is key, and so is getting up, moving forward, and not staying attached to mistakes and failures. She said she learned the hard way that you can care, but getting too emotional will crush you.</p><p>"I put everything I had into Kathleen's Bake Shop and lost it," King said. "When I started Tate's, I said I'm not giving blood again; I'm not being emotional, I didn't have time or money. I had to be a business manager. I wasn't ruthless, I was fair and passionate, but when you get dragged down as low as I did, you become somewhat fearless. If I didn't have my epic failure I wouldn't have had my epic success; they go hand in hand."</p><p>When she started Tate's at age 40, King told herself that when she turned 55, she would retire because she had sacrificed her whole youth working.</p><p>"When I went into business, my goal was to buy an apartment and car and move out of the house. My goal was to be the No. 1 cookie," she said. "Then my goal was to sell, so I could retire."</p><p>She took the first step towards retirement when she brought on Riverside Company, who purchased a majority share in Tate's for $100 million in 2014, she said. The second time around, King wasn't going to make a single mistake. She hired a professional firm that specialized in selling companies to help her lay out what was rightfully hers and put Tate's out for bid.</p><p>King stayed on running product development and quality control while Riverside grew the brand at a faster pace and expanded products. "I didn't have to work really hard, I didn't have to do the day-to-day, and I was on the board," she said.</p><p>In June, Riverside sold Tate's for $500 million to Mondolēz International, who has increased cookie production from 1.5 million cookies a week to one million cookies a day. King is officially out of the business and finally retired - at least for now.</p><p>"I miss the people and the community, but I don't miss the day-to-day," she said. King, a big supporter of local non-profits, land preservation, and empowering young women, put most of what she received from the sale into a charitable fund she created.</p><p>She's ready to enjoy things she felt she missed out on in her youth by delving straight into business. "When I was younger, I was older than I am now," she said. "I would tell my twenty-something self don't take things too seriously; everything will be okay."</p><p>Her goal for the year is to clear her calendar, and then slowly put things back if she so chooses: "There's nothing more valuable than time, so I'm not willing to give it up." She has been spending time cycling, traveling, mentoring, and helping non-profits.</p><p>And of course, she still finds time to indulge in her favorite taste of home - Tate's chocolate chip cookies. The best way to eat them, according to King, is on their own. "Then again," she says, "everything in life goes with ice cream."</p><div>    </div><div>    </div><div>    </div><div>    </div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/how-these-couples-split-expenses-2018-6">Dividing expenses with your significant other can be infuriating - here's how these couples do it</a></h3>        <div>                    </div>    </div></hr>

The founder of a $500 million baked-goods empire says the failure of her first cookie company taught her a crucial lesson about hard work and success

<p>… And we're back! Welcome to another edition of <keyword id="9923880" type="UNKNOWN" weightage="60" keywordseo="insider-retail">Insider Retail</keyword>, our weekly digest of our top deep dives into all things shopping, fast food, grocery delivery, startups and so much more. Today we're kicking things off with allegations of "toxic positivity" at Lululemon, rumors about Subway's future, and startups to watch.</p><p><strong><em>If this was forwarded to you, </em></strong><a href="https://newsletter.businessinsider.com/click/23462980.5032/aHR0cDovL25ld3NsZXR0ZXIuYnVzaW5lc3NpbnNpZGVyLmNvbS9qb2luLzRucC9pbnNpZGVyLXJldGFpbD9ucl9lbWFpbF9yZWZlcmVyPTEmdXRtX3NvdXJjZT1TYWlsdGhydSZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jb250ZW50PUluc2lkZXJfUmV0YWls/5cf970723f92a452082ea752B157a15b3"><strong><em>sign up here</em></strong></a><strong><em>. For our weekly digest of luxury, travel, food, and culture,</em></strong><a href="http://newsletter.businessinsider.com/join/insider-life"><strong><em> sign up for our Insider Life newsletter here.</em></strong></a></p><p><a href="https://www.businessinsider.com/lululemon-retail-employees-describe-toxic-culture-2021-3"></a></p><p>Some Lululemon <keyword id="6354851" type="UNKNOWN" weightage="100" keywordseo="retail">retail</keyword> employees say there is an <a href="https://www.businessinsider.com/lululemon-retail-employees-describe-toxic-culture-2021-3">environment of 'toxic positivity,'</a> where workers feel pressure to share personal information with managers and constant feedback can feel like bullying.</p><p><a href="https://www.businessinsider.com/lululemon-retail-employees-describe-toxic-culture-2021-3"><strong>More in our exclusive report here.</strong></a></p><p><a href="https://www.businessinsider.com/subway-sale-rumors-ceo-john-chidsey-2021-4"><div type="image" title="subway cost cutting john chidsey 4x3" height="1200" width="2400" msid="82083274" hostid="261"></div></a></p><p>Subway has <a href="https://www.businessinsider.com/subway-sale-rumors-ceo-john-chidsey-2021-4">laid off hundreds of employees</a>, closed more than 1,700 stores, and relocated jobs - and now, insiders are <a href="https://www.businessinsider.com/subway-sale-rumors-tied-to-restaurant-brands-international-inspire-2021-4">buzzing about rumors</a> that Subway is looking to sell itself.</p><p><a href="https://www.businessinsider.com/subway-sale-rumors-tied-to-restaurant-brands-international-inspire-2021-4"><strong>Here's what the rumors are saying.</strong></a></p><p><a href="https://www.businessinsider.com/instacart-13-biggest-online-grocery-delivery-challengers-doordash-gopuff-2021-4"><div type="image" title="Instacart Office" height="749" width="1500" msid="82083277" hostid="261"></div></a></p><p><a href="https://www.businessinsider.com/instacart-13-biggest-online-grocery-delivery-challengers-doordash-gopuff-2021-4">Instacart is raising millions</a>, as total online grocery sales projected to pass $100 billion in 2021. But it faces a swarm of rivals, from startups like GoPuff to bigger players such as DoorDash.</p><p><a href="https://www.businessinsider.com/instacart-13-biggest-online-grocery-delivery-challengers-doordash-gopuff-2021-4"><strong>These 13 grocery-delivery companies are challenging Instacart.</strong></a></p><p><a href="https://www.businessinsider.com/11-dtc-brands-bite-bearaby-success-in-pandemic-and-beyond-2021-4"><div type="image" title="DTC power players shaped by pandemic 2x1" height="1250" width="2500" msid="82083279" hostid="261"></div></a></p><p>Some direct-to-consumer brands saw <a href="https://www.businessinsider.com/11-dtc-brands-bite-bearaby-success-in-pandemic-and-beyond-2021-4">record revenue growth during the pandemic</a>. Eleven founders of companies like Bite and Feals shared how their brands were shaped by COVID-19.</p><p><a href="https://www.businessinsider.com/11-dtc-brands-bite-bearaby-success-in-pandemic-and-beyond-2021-4"><strong>What's next for their brands.</strong></a></p><p><a href="https://www.businessinsider.com/tate-union-supporters-report-violent-threats-ms-13-fears-2021-4"><div type="image" title="tates bake shop union ms 13 2x1" height="1200" width="2400" msid="82083281" hostid="261"></div></a></p><p>Workers at Tate's Bake Shop, known for its crispy cookies, have until April 21 to <a href="https://www.businessinsider.com/tate-union-supporters-report-violent-threats-ms-13-fears-2021-4">vote in a union election</a>. They say an anti-union employee threatened violence and claimed MS-13 gang ties.</p><p><a href="https://www.businessinsider.com/tate-union-supporters-report-violent-threats-ms-13-fears-2021-4"><strong>The latest on Tate's union fight.</strong></a></p><p><strong>Plus…</strong></p><ul><li>Chick-fil-A is testing out deliveries <a href="https://www.businessinsider.com/chick-fil-a-delivery-robot-kiwibot-santa-monica-california-2021-4"><strong>with a robot… that can wink.</strong></a></li><li>Millennials reveal their 105 favorite brands. <a href="https://www.businessinsider.com/millennials-reveal-their-100-favorite-brands-amazon-apple-nike-ford-2021-4"><strong>See the full list.</strong></a></li><li>Wealthy homeowners are dropping <a href="https://www.businessinsider.com/appliance-shortages-leads-to-delays-for-expensive-stoves-refrigerators-2021-4"><strong>nearly $40,000 on luxury stoves</strong>.</a></li></ul>

Insider Retail: Lululemon's "toxic positivity" - Subway sale rumors - Instacart competitors

<p>Hi and welcome to the Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> <keyword id="621414" type="PERSON" weightage="60" keywordseo="Newsletter">newsletter</keyword>. I'm Lucia Moses, deputy editor, and this week in advertising and <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword> news:</p><p><a href="https://www.businessinsider.com/journalism-burnout-mental-health-crisis-2021-4">Companies wrestle with burnout</a>, <a href="https://www.businessinsider.com/wpp-omnicom-mdc-others-discuss-plans-to-return-to-office-2021-4">reopening</a>;</p><p><a href="https://www.businessinsider.com/ad-agency-cpb-hires-new-ceo-away-from-rival-omnicom-2021-4">Crispin Porter Bogusky has a new CEO;</a></p><p><a href="https://www.businessinsider.com/tiktok-pitch-deck-shows-new-e-commerce-ads-2021-4">And new stats on TikTok users.</a></p><p><em>First, if you got this newsletter forwarded, make sure to sign up for your own <a href="http://newsletter.businessinsider.com/join/4np/advertising-media-weekly&amp;hash=f4e91136c13f3c40c496d77bc73475027502">here</a>. </em></p><p><a href="https://www.businessinsider.com/wpp-omnicom-mdc-others-discuss-plans-to-return-to-office-2021-4"></a></p><h2>Agencies consider the office of the future</h2><p>Going back to the office is on everyone's minds as vaccination rates rise. </p><p>But while agencies and media companies reimagine workspaces with shared desks, expanded meeting space, and touchless services, a sizable portion of people are likely to keep working partially if not entirely at home.</p><p>That poses a messy issue for companies that will have to accommodate hybrid workforces to make sure remote people don't get left out and teams keep working smoothly, to say nothing of addressing burnout, Lindsay Rittenhouse reported.</p><p>From her story:</p><p><em>Read more:</em></p><ul><li><a href="https://www.businessinsider.com/wpp-omnicom-mdc-others-discuss-plans-to-return-to-office-2021-4">Flexible schedules, shared desks, burnout support: Here's how advertising giants like WPP and Omnicom are planning for the future of work</a></li><li><a href="https://www.businessinsider.com/journalism-burnout-mental-health-crisis-2021-4">Newsrooms are facing a mental-health crisis, and burnout is driving some journalists to quit </a></li></ul><h2><a href="https://www.businessinsider.com/ad-agency-cpb-hires-new-ceo-away-from-rival-omnicom-2021-4"><div type="image" title="Marianne Malina" height="1153" width="1538" msid="82057944" hostid="261"></div></a><br />New CEO for CPB</h2><p>Ad agency Crispin Porter Bogusky became famous for its work for marketers like Burger King, but since then, <a href="https://www.businessinsider.com/rise-and-fall-of-crispin-porter-bogusky-agency-2020-12">it's lost its way</a>, losing giant clients like Domino's and Infiniti.</p><p>Now, it's hoping for a new shot with a new CEO in Marianne Malina, who it poached from <keyword id="197626" type="COMPANY" weightage="60" keywordseo="Omnicom">Omnicom</keyword>'s GSD&amp;M.</p><p>Malina has a promising track record: Under her stewardship, GSD&amp;M won several big accounts like Capital One, Avocados from Mexico, and Pizza Hut.</p><h3>Read more: <a href="https://www.businessinsider.com/ad-agency-cpb-hires-new-ceo-away-from-rival-omnicom-2021-4">Storied ad agency Crispin Porter Bogusky just hired a new CEO away from rival Omnicom as it tries to turn its fortunes around</a></h3><p><a href="https://www.businessinsider.com/tiktok-pitch-deck-shows-new-e-commerce-ads-2021-4"><div type="image" title="TikTok" height="3336" width="4447" msid="82057946" hostid="261"></div></a></p><h2>TikTok users revealed</h2><p>Tanya Dua got her hands on recent TikTok decks that reveal new stats on the red-hot video app's usership and shopping proclivities.</p><p>They're part of a pitch to get advertisers to spend more on the app, using new commerce-style ad formats, as its usage and online shopping have boomed during lockdown.</p><p>"TikTok is at a tipping point," Jon Severson, the vice president and director of paid social at Mediahub, told Tanya. "It's no longer just a novelty for brands to maybe try but is trying to become something that can drive incremental returns and business outcomes."</p><h3>Read more: <a href="https://www.businessinsider.com/tiktok-pitch-deck-shows-new-e-commerce-ads-2021-4">Never-before-seen TikTok stats from leaked sales presentations show how it's trying to lure advertisers to the platform</a></h3><p><strong>Other stories we're reading:</strong></p><ul><li><a href="https://www.businessinsider.com/lululemon-retail-employees-describe-toxic-culture-2021-3">Some Lululemon retail employees say there is an environment of 'toxic positivity,' where workers feel pressure to share personal information with managers and constant feedback can feel like bullying</a> (Insider)</li><li><a href="https://www.hollywoodreporter.com/news/miptv-streamers-drive-international-tv-boom">MIPTV: Foreign markets become "next big battleground" as streamers bet big on global growth</a> (Hollywood Reporter)</li><li><a href="https://www.axios.com/concerts-events-economy-pandemic-5fd1ca07-733c-4c01-a4ef-f5c250549c46.html">Live events industry eyes pandemic comeback</a> (Axios)</li><li><a href="https://variety.com/2021/digital/news/draftkings-verizon-brian-angiolet-chief-media-officer-1234950312/">DraftKings hires longtime Verizon exec Brian Angiolet as first chief media officer</a> (Variety)</li><li><a href="https://www.businessinsider.com/mike-lindell-is-launching-mystore-amazons-patriotic-rival-2021-4">MyPillow CEO Mike Lindell told Steve Bannon he's launching 'MyStore' - a 'patriotic' version of Amazon </a>(Insider)</li><li><a href="https://www.businessinsider.com/tate-union-supporters-report-violent-threats-ms-13-fears-2021-4">Tate's Bake Shop union supporters say an anti-union employee threatened violence and claimed he was an MS-13 gang member</a> (Insider)</li></ul><p>Thanks for reading, and see you here next week.</p><p>- Lucia</p>

Advertising agencies imagine the office of the future

<p class="source"><span>Mondelez International</span></p><p class="caption">Mondelez International CEO Dirk Van de Put.</p><ul class="summary-list"><li>Oreo and Ritz maker Mondelez has been trying to keep up with evolving consumer tastes through SnackFutures, an innovation and venture hub it started in late 2018.</li><li>The idea is to combine its scale and expertise with entrepreneurs to start new brands and grow small Mondelez brands, with a focus on healthy and specialty snacks.</li><li>The hub has made minority investments in startups like Uplift Food and Hu Products and tested new snack lines with startups including Dirt Kitchen and CaPao.</li><li>SnackFutures is a part of Mondelez and CEO Dirk Van de Put's mission to stay ahead of the curve that's also led to changes in its marketing and e-commerce.</li><li><strong><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</strong></li></ul><p>As people gravitate to specialty and natural foods, traditional packaged-goods companies stand to lose share to the likes of <a href="https://www.businessinsider.com/beyond-meat-chairman-jokes-about-veggie-burger-2019-9">Beyond Meat</a> and <a href="https://www.businessinsider.com/how-swedens-oatly-came-to-dominate-the-oak-drink-market-2019-8">Oatly</a>.</p><p>Oreo and Ritz maker Mondelez has been trying to keep pace through SnackFutures, an innovation and venture hub that it started in late 2018 to develop new products.</p><p>Business Insider caught up with Bridgette Wolf, head of SnackFutures Innovation at Mondelez, who shared the strategy behind the hub and what it's done so far. According to Wolf, the idea is to combine Mondelez's scale with outside experts to nurture startups and snack brands and grow smaller Mondelez brands.</p><h2><strong>SnackFutures has made two minority investments and tested two snacks in its first year</strong></h2><p>Working with VCs, PE firms, other incubators and accelerators, like Israeli food tech incubator The Kitchen, SnackFutures has focused on healthy and specialty snacks in areas like prebiotic and paleo food. It's made minority investments in the startups Uplift Food and Hu Products and tested new snacks with the startups Dirt Kitchen and CaPao.</p><p>SnackFutures' 10-person team has brand marketing, consumer insights, R&amp;D, and corporate development expertise. It operates independently of Mondelez so the company can experiment in new areas without detracting from its core business while giving the startups access expertise, said Wolf.</p><p>SnackFutures' partnership with Uplift Food, for example, helped Mondelez learn how to use healthy ingredients in snacks while the startup got help developing new flavors. With Hu, SnackFutures saw the potential to expand it into areas beyond chocolate, while Hu wanted to capitalize on Mondelez's scale.</p><p>"It ensures that we remain connected to the mothership without the entrapment of the scale and processes," Wolf said. "That way, when we see traction we can step on the gas pedal and have the might of Mondelez behind us."</p><p>Sustainability is another focus. CaPao, for instance, says it reduces food waste by using typically discarded parts of the cacao fruit to make snacks and beverages, and also works with the Swedish app PantaPå, which rewards people for recycling.</p><p>Other CPG companies including <a href="https://www.businessinsider.com/inside-mm-parent-company-mars-incorporateds-two-accelerator-programs-2019-9">Mars</a>, Kellogg, and P&amp;G also have accelerators to boost sales and grow customer interactions. Mondelez has also expanded its portfolio outside of SnackFutures, acquiring cookie maker Tate's Bake Shop for $500 million in 2018 and making a majority stake in nutrition bar Perfect Bar in 2019.</p><h2><strong>Mondelez wants to reinvent snacking and has changed its business strategy in recent years</strong></h2><p>SnackFutures is a part of Mondelez and CEO Dirk Van de Put's overall mission to grow the snack business as people eat more snacks but are seeking more variety in flavors, ingredients and serving sizes.  </p><p>In a shift from former CEO and chairman Irene Rosenfeld, who prioritized megabrands like Oreo, Ritz, and Cadbury, Van de Put has also increased <a href="https://www.chicagobusiness.com/joe-cahill-business/playing-small-ball-big-stakes-mondelez">spending </a>on small but strong brands in local or regional markets such as Jubilee in Russia and Biskuat in Indonesia and shifted authority to local marketing managers.</p><p>Mondelez has also created global business units with their own marketing teams under CMO Martin Renaud, versus regional CMOs, and has been <a href="https://www.businessinsider.com/oreo-maker-mondelez-demanding-ad-agencies-be-accountable-2019-6">demanding more of its ad agencies</a>. It has also tested selling its products in direct-to-consumer and e-commerce channels, Renaud told Business Insider.</p><p>"We really think about the food consumer journey," he said. "Direct-to-consumer is still small for us but is growing, and obviously e-retail, which is dramatically increasing for us."</p><p>Not all Mondelez's moves have been successful - the company discontinued crackers and crisps brand Vea last year, just two years after launching it.  </p><p>Wolf wouldn't say how SnackFutures' investments were performing, but Mondelez' <a href="https://www.wsj.com/articles/higher-prices-and-volumes-boost-mondelez-11572382026">organic revenue rose 4.2% in the third quarter of 2019</a> -  the third straight quarter of growth at or above Van de Put's self-assigned target of at least 3% growth per quarter. And Wolf said she's happy with the hub's progress.</p><p>"Digital is one of our next focus areas," she said. "You will start to see more in this space in the future as Mondelez gets into more digital partnerships."</p><p class="tagline"><a href="https://www.businessinsider.com/intelligence/brand-investment-esports?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=advertising&amp;itm_campaign=brand-investment-esports"></a></p>            <h3>NOW WATCH: <a href="https://www.businessinsider.com/fireworks-blue-pyrotechnics-chemical-hard-make-2019-7">Why you won't see any blue fireworks at your New Year's Eve celebration</a></h3>

Big CPG companies are facing existential threats to their businesses. Oreo and Ritz maker Mondelez is trying to stay ahead with its innovation arm, SnackFutures.

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Advertising agencies imagine the office of the future

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Big CPG companies are facing existential threats to their businesses. Oreo and Ritz maker Mondelez is trying to stay ahead with its innovation arm, SnackFutures.

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