Campbell Soup plans to accelerate its digital and e-commerce capabilities by forming an e-commerce unit representing all three Campbell divisions in North America, which Farooque will lead. The company has a goal of generating $300 million in e-commerce sales over the next five years.
“E-commerce is a significant growth opportunity for Campbell, and it represents the future of food commerce,” said Mark Alexander, Campbell Soup’s president of Americas Simple Meals and Beverages. “Only those who get there in a fast and smart way will win, and Campbell intends to do just that. We have an accelerated strategy to invest and grow in this space. It starts with talent. Shakeel is a builder — a builder of organizations, ideas, partnerships and solutions. That’s exactly what we need him to do here.”
Campbell Soup recently outlined its plans to partner with leading e-commerce companies, such as its $10 million investment and strategic partnership with on-line meal kit company Chef’d announced in May. The company said it is taking steps “to create a more flexible distribution system to serve e-commerce channels.”