James Lewis Kraft was born in Stevensville, Ontario in 1875, and established his Canadian operations in Montreal during the 1920s. From a few horse-drawn wagons delivering innovative cheese products to grocery stores, the company’s vision grew into a worldwide food business, drawing its strength from the trust of consumers, passed on from generation to generation.

To Canadian consumers, Kraft has always meant good food and good food ideas, and this purpose remains at the foundation of its success today. Kraft Canada employs over 4,000 Canadians and is the country’s largest packaged food company with more than 30 leading brands and over 2,000 different products. Its vision is to see Kraft products on every Canadian table, at every meal_.
 

1.  Kraft Consumer Response Centre has over 160,000 consumer contacts in a year.  2.  The Kraft Kitchens bring good food and good food ideas to Canadian consumers.

_{Good Food. Good Food Ideas}

To consumers, Kraft is synonymous with superior value in food – from its innovative products, recipes, and services to the way these products are marketed and distributed.

Consumers know Kraft products and the superior value they represent. Leading brand names, such as Miracle Whip salad dressing, Kraft Dinner macaroni & cheese, Jell-0 gelatin, Maxwell House coffee, post cereals, and Philadelphia cream cheese have earned consumer loyalty and become household words.

^{Consumers Want Value}

Kraft is single mindedly focused on understanding and meeting the needs of Canadian consumers. Consumer tastes and expectations are changing constantly so Kraft continuously monitors lifestyles, trends, and changing food requirements.

Today’s consumers have less time for shopping and preparing meals. They are more focused on health, more informed about nutrition and the importance of a balanced diet. Consumers want convenience, variety, and healthier options. They want superior value.

^{Kraft is a Leader in Innovation and Service}

Process cheese as it is known today was first invented by J. L. Kraft more than 75 years ago. This dramatically changed the manufacture of cheese. J. L. Kraft’s legacy has been nurtured over the years, making Kraft a leader in innovation.

In 1995 alone, Kraft introduced more than 25 new products and over 100 product improvements and line extensions – all with new relevance to today’s consumer. Kraft is focused on anticipating and meeting the needs of its consumers faster and better than any of its competitors.

Kraft’s consumer service goes beyond providing innovative products. On most Kraft products, consumers can find a toll-free telephone number which connects directly to the company’s Consumer Response Centre. Through these toll-free numbers and its numerous consumer publications, Kraft encourages consumers to call or write for information and help regarding its various products and services. In 1995 alone, its Consumer Response Centre had more than 160,000 contacts with consumers.

Kraft Makes Healthy Eating
and Grocery Shopping Easy

In 1924, J. L. Kraft hired a home economist and opened the celebrated Kraft Kitchens – one of the first of its kind in the food industry. Today’s Kraft Kitchens are staffed with dietitians, home economists, food and consumer experts who form a vital link with consumers. They bring the “Voice of the Consumer” to the company, translating this voice into each food idea, program, or recipe they develop. With their consumer knowledge and food expertise, the Kraft Kitchens staff help consumers incorporate healthy, balanced eating into today’s hectic lifestyles. In the course of a year, the Kraft Kitchens develop nearly 4,000 recipes as well as numerous helpful publications.

^{Information is Value}

Kraft’s What’s Cooking publication is a unique consumer magazine full of exciting food ideas, quick and easy recipes, and tips to help consumers eat a healthy, balanced diet. It is distributed four times per year to four million Canadian households. An important aspect of this publication is consumer feedback. With each issue, consumers are encouraged to call or write-in ... and thousands do, many of them sharing how Kraft’s good food and good food ideas are working for them. Kraft typically receives more than 4,000 valuable consumer contacts after each issue.
 

A leader in consumer focused merchandising and in-store promotion.

^{A Leader in the Grocery Store}

Not only are consumer needs and expectations changing but so are their shopping patterns. Kraft understands how consumers shop today. It knows that consumers have less time to make purchasing decisions. With its recognized consumer expertise and its large share of the grocery store shelf, Kraft works in partnership with grocery retailers to position its products in line with consumer shopping needs. In this way, Kraft is leading the market in its consumer focused merchandising and in-store promotions.