LENEXA, KAS. — Barb Murphy has been named commercial insights director at Caravan Ingredients Inc. In this role, Ms. Murphy will commission all primary, proprietary market research to form the basis of Caravan Ingredients platform strategy development. She will be responsible for leading the company through innovation pipeline development efforts by directing various ideation activities. In addition, Ms. Murphy will lead research throughout the new product development process to validate and augment product value propositions in support of the company’s innovation process.
Ms. Murphy has experience with market research and insight integration in the food, beverage animal health and health and beauty industries. Prior to joining Caravan Ingredients, she held executive leadership roles with BKV Inc. and The Pert Group. Ms. Murphy's most recent role was founder and president of Strategic Spark, Inc., a strategic market planning consultancy.
“We are excited to welcome Barb to the Caravan organization,” said Mary Bentley, vice-president of marketing and business development for Caravan Ingredients. “With her wealth of experience in C.P.G. categories and her expertise in market research methods, including the application of those insights, we can focus our initiatives to support our customer's future growth.”