Advantage Group International and The Association of Retail and Consumer Professionals Award Top Performing Suppliers in Category Development and Shopper Insights

February 25, 2020, Dallas Texas  The ARCP, the parent company of the Category Management Association (CMA) and the Shopper Insights Management Association (SIMA), in partnership with Advantage Group International (AGI), recognized top-performing suppliers with a new joint awards program based on results from the Advantage USA 2019 study at the 2020 Category Management and Shopper Insights Conference on February 24, 2020.

The award ceremony recognized a total of four companies categorized as large or small-sized suppliers for their dedication to working proactively and collaboratively with their retail partners in the areas of category development and shopper insights.

Celebrated globally, the Advantage Awards recognizes industry-leading suppliers and retailers based on feedback collected annually through their syndicated benchmarking program, Advantage ReportTM. Advantage Report is the world’s leading 360º feedback system developed to aid suppliers and retailers in measuring, tracking and strengthening their B2B performance.

Participants in the annual Advantage study rate partnering companies using a five-point rating scale on business practices ranging from supply chain to customer service. Nearly 1,500 professionals from 75 retailers participated in the 2019 US study by providing quantitative and qualitative performance feedback.


The 2019 Award Winners are:


Category Development Award, Large Supplier – Tyson Foods

Category Development Award, Small Supplier – Mastronardi Produce

Shopper Insights Award, Large Supplier – Procter and Gamble

Shopper Insights Award, Small Supplier – Dietz & Watson


“We’re honored to be recognized by the Advantage Group for this Shopper Insights leadership award,” says Kirti Singh, Chief Analytics & Insights Officer, Procter & Gamble. “Eyes on the Shopper and Hands on the Keyboard is how we approach generating insights at P&G. Eyes on the Shopper means we’re observing behaviors and listening, doing less asking. Hands on the Keyboard is a DIY approach, leveraging data and technology to understand shopper preferences through analytics. We’re happy to see these insights translating into solutions that meaningfully improve the shopping experience.”

According to Sue Toy, Vice President of Category & Shopper Leadership at Tyson Foods, “Our Vision is to be recognized in the industry as ‘best in class’ at delivering thoughtful, actionable insights that drive growth for both Tyson and our customers! This recognition from our customers is a testament to our team and speaks volumes to what we have created. Very excited to share this with my team and can’t thank Advantage and CMA enough for using this week to celebrate this!”

About the ARCP

The Category Management Association (CMA), headquartered in Chicago, IL, specializes in certification and best practices for category management professionals. The CMA was founded in 2004 due to the great need for a common language, talent acquisition guidelines and training standards within the category management profession. The CMA’s sister company, Shopper Insights Management Association (SIMA), was officially launched in 2018 to support similar needs within the rapidly growing shopper insights profession. To learn more, visit

About Advantage Group International
Advantage is on a mission to help businesses unlock growth through partnerships. Healthy relationships are the foundation of any successful business, large or small. Today’s ultra-competitive environment demands listening and responding. Making it matter helps everyone play at the top of their game. That’s what we’ve been doing at Advantage in 40+ countries for 30+ years. Helping businesses be better together.

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