Mr. Feinberg has had experience in the broadcast industry, working for Chicago’s WBBM radio in the program department, and as merchandising manager and junior sales executive. He has also worked as a regional sales manager in the consumer products industry before launching Mid America Food Sales, Ltd in 1979. He has the unique ability to predict what will be the next hot trend in food. His creativity and insight bring new concepts to the attention of marketing and R&D departments. He can be contacted at mafs00@ameritech.net.
 

Health E-Insights:Tell us a little about Mid America Food Sales.
 
Mr. Feinberg: With over 35 years of proven expertise, we’re the one-stop, go-to partner that successfully aligns R&D, marketing and operations to create innovative new formulations and enhance existing products.
 
Health E-Insights:What services do you provide?
 
Mr. Feinberg: Mid America Food Sales is the trusted, full-service sales, marketing, consulting and sourcing expert of value-added ingredients for all facets of the food and beverage industry.
 
Health E-Insights: Do you also offer a variety of products?
 
Mr. Feinberg: Yes. We have more than 200 ingredients. Our focus is on fibers, grains, plant proteins, prebiotics and probiotics and cereal and cookie inclusions to name a few.
 
Health E-Insights: How has your company changed to keep pace?
 
Mr. Feinberg: We are constantly reinventing ourselves to meet our customer’s demands. Learning about new ingredients and technology allows us to provide creative solutions to today’s issues.
 
Health E-Insights:What is your company’s competitive advantage?
 
Mr. Feinberg: We believe service is the main ingredient we sell. Being able to provide a prompt response to a customer’s request is our goal. No company, challenge or order is too large or too small. From pallet to truckloads, we happily serve any requirement and are proud to solve problems and identify opportunities others simply can’t or won’t. We also provide a realistic approach to food industry economics.
 
Health E-Insights:What do you think is the future of food ingredients?
 
Mr. Feinberg: This is a very exciting time to be in the food ingredients business because of the new ingredient discoveries that will provide better health and nutrition to the world.
 
Health E-Insights:As president, what keeps you up at night?
 
Mr. Feinberg: The constant challenges of meeting new regulations. The mounds of paperwork needed for each ingredient are growing on a daily basis. 
 
Health E-Insights:What has been your most effective marketing tactic or technique?
 
Mr. Feinberg: I believe that attending or exhibiting at tradeshows puts me in front of the largest cross-section of potential customers and suppliers at one time. Advertising in trade publications (both print and Internet) provides additional exposure.

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Sheldon Baker is well-known for creating nutraceutical brand marketing and public relations campaigns. He serves as vice president strategic engagement for the American Herbal Products Association. For Health E-Insights interview consideration, contact him at Sheldon@NutraInk.com. And follow him on Twitter @NutraInk.