Former Gerber executive opens marketing firm in Sisters

If Mack Jenks knows one thing, it's how to sell baby food.

As director of relationship marketing for Gerber Baby Foods, based out of Florham Park, New Jersey, Jenks led the marketing communications team responsible for directing their brand equity from a 68 percent market share to an 83 percent share from 2001 to 2007, a feat few companies in the world can claim.

The startling growth was largely driven by a greater emphasis on consumer relationship marketing (CRM), a technique utilizing direct mail, Web sites and mobile marketing to target specific households, versus a shotgun, tell-the-world approach.

Jenks, a University of Oregon graduate, recently located to the Sisters area from the East Coast with his wife Jeanie after an 18-year career with Gerber, now a Nestle Foods subsidiary.

A titan in the world of baby food, Gerber has long enjoyed a reputation as a trusted name for quality, affordable baby products since 1901. In a 1999 survey, they were found to be the most recognized and trusted brand in America, even behind high-wattage names like Disney and Nike.

Now Jenks is bringing his experience and expertise in the world of consumer packaged goods to new entrepreneurs and business owners trying to capture an edge in today's challenging economy and competitive environment by offering himself as a private consultant.

"After the last merger we decided it was time for us to return to our western roots," he said. "I came out here expecting opportunities to move into another corporate position in Seattle, San Francisco or Portland but the reality of the economy changed all that. These executives still had a great product or service but had cut back on marketing. They knew they needed to be communicating with the public but didn't know how to do it."

So after hearing the same story in numerous corporate meeting rooms, Jenks realized he could help fill that niche on a project-by-project basis.

"They can use guys like me, who have the experience, without paying me a vacation, medical benefits or bonus," said Jenks. "You agree to a timetable and a scope of work and then when it's over, their commitment is done. It's the best of both worlds for both parties.

"In this economic climate, a good marketing strategy is everything. People need to know what the benefit of their product is compared to your competition. My thought is: Don't hang on and wait, realign your thinking and start telling people about your product in a way that is strategically cost effective."

MJ Marketing was formed to assist and focus marketing tools for businesses who find themselves reluctant to invest in marketing but understand that they need to.

"I work with small, medium and large companies on brainstorming sessions, product identity, marketing/advertising strategies and execution," he said.

Jenks was also a part of the management team at Gerber that conducted the famous "FITS" (Feeding Infant Toddler Study) report that is still considered today as the most comprehensive look at the eating habits of children under the age of two.

"Do you know what the number-one vegetable eaten by toddlers is?" he asked. "French fries. Once they taste that salt it's all over."

For more information contact Mack Jenks at mjmktng.com.