Joe Ennen has discovered a way to turn salami into gold — and he’s using a marketing pitch that spins millennials.
Ennen — with 20 years in the food business, including stops at the Safeway grocery chain and at Frito-Lay — was tapped nearly three years ago by Columbus Foods, a sleepy, San Francisco meat producer.
Columbus’s wares included a salami brand that, despite being almost 100 years old, was hardly distinguishable from scores of other labels on grocer shelves.
For Ennen — a marketing genius who helped make Doritos a hit with the 17-to-35-year-old set — the century-old sausage was packed with possibilities.
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