Exclusive Interview with Roy Nasrallah, VP of Marketing, GMG

With GMG overseeing a diverse portfolio across multiple sectors, how do you ensure each brand maintains its unique identity while aligning with the broader company vision?

At GMG, we believe in nurturing the distinct character of each brand while staying true to our overarching commitment to quality, innovation, and consumer-centric growth. Our approach starts with data-driven insights: we collect and analyze consumer feedback and market trends specific to each sector, ensuring our brand teams understand the nuances of their audience. From there, we encourage each brand to use these insights to craft unique strategies, while still adhering to group-wide principles such as a focus on well-being, sustainability, and community engagement. By championing open communication between different brand teams and the broader leadership, we strike a balance—preserving the individual brand’s personality yet ensuring all efforts contribute to GMG’s long-term vision.

In 2024, Farm Fresh introduced the ‘Shnax’ sub-brand for Zillennials. What was the motivation behind tapping into this space with a healthier snacking option?

The idea for Shnax emerged from a deep dive into changing consumer behaviors among Gen Z and younger millennials—what we like to call the “Zillennials.” Our research showed that this demographic was looking for snack products that balanced fun, flavor, and health. We noticed a significant gap in the market for products that met these three criteria in one offering. Shnax is our response: a range of convenient, tasty, and better-for-you snacks that cater to a generation wary of traditional junk food but unwilling to compromise on flavor. We see it as an evolution in snacking—meeting the consumer where they’re at today, and anticipating where they’ll be tomorrow.

The ‘Ultra Crispy’ range was created with the gaming community in mind. What insights drove this decision, and how did the team tailor the product to suit this niche?

We’ve been closely observing the meteoric rise of the gaming sector—once a niche pastime, it has grown into a worldwide cultural phenomenon. Through consumer analytics, we discovered that gamers often want convenient, shareable snacks that don’t interfere with gameplay (less mess, easy to eat). The ‘Ultra Crispy’ range was developed to fulfill these exact needs. Our product research and development teams worked collaboratively with consumer panels of casual gamers, streamers, and e-sports enthusiasts to refine everything from flavor profiles to packaging design. This approach ensured that not only does the product taste great, but it’s also practical for long gaming sessions. Ultimately, ‘Ultra Crispy’ is a testament to how we at GMG adapt existing product lines—or create entirely new ones—based on emerging cultural trends and in-depth consumer insights.

Leading a high-performance marketing team across multiple markets is no small feat. What principles guide your leadership style?

My philosophy revolves around three core principles: empowerment, diversity, and accountability. First, I believe in empowering team members to take ownership of their projects. When individuals feel trusted and supported, they’re more likely to bring fresh ideas and push creative boundaries. Second, I prioritize building a diverse team. Different backgrounds, skill sets, and perspectives lead to well-rounded decision-making and more inclusive campaigns. Finally, accountability is key. We rely on data-driven metrics and well-defined objectives so every team member understands how their role contributes to the bigger picture. By fostering a culture of open communication and recognition, we create an environment where high performance thrives naturally and consistently.

With GMG’s broad reach, how do you evaluate which categories or consumer trends to invest in next?

We rely heavily on data and analytics to shape our investment decisions. First, we track macro trends: shifts in consumer lifestyle, health considerations, and economic indicators that suggest emerging areas of opportunity. Then we layer in industry-specific insights—from analyzing competitor landscapes to engaging with retailers about shelf performance. Importantly, we also keep an ear to the ground through social listening tools and direct feedback channels, allowing us to gauge real-time consumer sentiment. Once we gather these insights, our cross-functional teams—spanning R&D, marketing, and finance—evaluate potential product or category expansions against GMG’s strategic objectives, such as sustainability, affordability, or premiumization. If a new opportunity aligns with our long-term vision and demonstrates strong consumer demand, we commit resources to explore it further.

What are some of the biggest shifts you’re seeing in food preferences across the region, and how is GMG adapting to meet these evolving needs?

Over the last few years, we’ve witnessed a convergence of health-consciousness and convenience across nearly every demographic. Consumers are increasingly interested in clean labels, functional foods, and nutritious snacks—but they also need those products to be easily accessible. Recognizing that beverages are the second-fastest growing category after snacking, we recently announced BePerly Vitamin Water—our foray into the healthy beverage space—catering to consumers who want both hydration and wellness in one offering. By listening to our consumers and closely tracking real-time market data, we adapt quickly to these shifts, ensuring GMG stays aligned with the most current lifestyle preferences.