Furnell Mackey moved to Majors Management, Lawrenceville, Georgia, in January to become a director of operations. Prior to that, he was a food and beverage category manager at Temple, Texas-based CEFCO Convenience Stores, and was a finalist for dispensed beverages, large chains, in CSP’s 2025 Category Manager of the Year (CMOY) awards.
This year's CMOY awards featured 14 winners across seven categories. Winners from both small (99 or fewer stores) and large chains (100 stores or more) were selected for the first time in each category.
Here is the Q&A from his conversation with CSP on focusing on health and wellness trends, emphasizing sustainability and more:
What’s new and exciting in your category?
Health-focused options: Drinks with added vitamins, antioxidants and adaptogens (like ashwagandha or ginseng) are trending.
- Olipop: Prebiotic soda with digestive health benefits
- Super Coffee: Protein-rich coffee with MCT oil for energy and focus
- Liquid I.V.: Hydration multiplier with electrolytes and vitamins
What do you love about your category?
Truly affecting change and the collaboration with fellow vendors.
What products performed well in the past year?
Olipop: This prebiotic soda brand surpassed major competitors like Coca-Cola and Pepsi in single-serve sales at various U.S. retailers. Its naturally sweetened formula and high-fiber content appealed to health-conscious consumers, contributing to its rapid growth.
Dr Pepper: A Texas thing but nationally doing well; just surpassed Pepsi in my opinion. Experiencing a resurgence, Dr Pepper tied with Pepsi as the second best-selling soda in the U.S. Its unique blend of 23 flavors attracted consumers seeking distinctive taste experiences.
Zero sugar products: Coca-Cola reported an 11% increase in Coca-Cola Zero Sugar sales, indicating a strong consumer shift towards lower-sugar beverage options.
What are your goals/most looking forward to in 2025?
Drive innovation in product offerings:
- Identify and introduce trending products like functional beverages, RTD options and sustainable packaging
- Collaborate with suppliers to secure exclusive or limited-edition items
Enhance profitability:
- Optimize your product mix to balance high-margin items (e.g., premium beverages) with high-volume sellers
- Use data analytics to refine pricing strategies and promotions for maximum ROI
Focus on health and wellness trends:
- Expand low-sugar, plant-based and functional drink options
- Cater to dietary preferences such as keto, vegan and allergen-friendly beverages
Emphasize sustainability:
- Partner with brands prioritizing eco-friendly practices and packaging
- Highlight sustainable options in-store and through marketing efforts
Leverage technology and data analytics:
- Implement AI tools to analyze customer behavior and optimize inventory management
- Enhance loyalty programs with personalized offers and gamification
Improve customer experience:
- Introduce customization options like self-serve drink stations
- Optimize store layouts and planograms to increase impulse purchases
Strengthen partnerships with suppliers:
- Negotiate better terms, exclusive deals and collaborative marketing efforts
- Foster relationships with emerging brands to stay ahead of trends
Stay competitive with local and regional preferences:
- Tailor your product assortment to regional tastes and cultural influences
- Highlight local or small-batch beverage brands where appropriate
Q: What are the biggest challenges?
They almost mirror my goals:
Supply chain volatility:
- Navigating potential disruptions in sourcing and transportation
- Mitigating risks associated with ingredient shortages or rising costs
Competition and saturation:
- Competing with grocery stores, online retailers and specialty shops offering similar beverages
- Standing out in a crowded market with unique offerings and promotions
Consumer behavior shifts:
- Responding to increased demand for health-conscious, sustainable or premium beverages
- Adapting to the growing popularity of online ordering and delivery
Sustainability mandates:
- Balancing the need for eco-friendly options with cost implications
- Keeping up with regulations and customer expectations around environmental impact
Inflation and economic pressures:
- Managing pricing strategies amid rising production and transportation costs
- Ensuring affordability without compromising quality
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