Proving that good-for-you doesn’t have to taste bad
ConcordiaWORKS
When she signed on as CEO of SoYummi Foods in 2004, marketing dynamo Mackie Vadacchino (BComm 82, MBA 84) knew she was in for a challenge.
“Most people have a perception that health foods, and particularly soy, tastes bad,” she said. “But when buyers tasted it, they were surprised — as I was — to find a completely natural, delicious product that is made right here in Quebec.”
Established in 2000, SoYummi whips up soy-based mousses for the lactose or gluten intolerant, or those who want to incorporate healthier foods into their diet. Its products are trans fat and cholesterol-free, and a sugarless line is also available.
Concordia Governor Rick Renaud and SoYummi chairman Dr. Hans Black brought Vadacchino and the company’s president, Joanne Hollander, together. Having practiced her craft for over 20 years in top positions at companies such as Teleglobe Canada, Vadacchino immediately recognized the marketing potential in SoYummi.
“Joanne is a lady I completely admire and find incredibly fascinating. Our skills complement one other,” she said. “She’s an extremely creative research and development person, and I take care of the marketing, sales and business decisions.”
SoYummi dukes it out on the exploding organic foods market, where competition for the limited space in store refrigerators is especially cutthroat, Vadacchino says. It is carried in more than 700 stores and cafeterias (including Concordia’s) across Quebec, and has made inroads into Ontario.
Next up is the northeastern U.S., and Vadacchino says SoYummi will stay close to home: “Because it’s a truly fresh product without chemicals or preservatives, it has a limited shelf life. We can’t ship it across North America.”
Vadacchino also occupies many roles at Concordia, including a seat on its Board of Governors. She is also a judge for the MBA case competition, and recently taught a graduate-level marketing class at the JMSB.