www.snackandbakery.com/articles/104237-podcast-ferraras-mariah-havens-on-valentines-day-candy-covid-19s-impact-and-amazons-data

Podcast: Ferrara’s Mariah Havens on Valentine’s Day candy, COVID-19’s impact and Amazon’s data

Havens shares insights on the candy company's seasonal sales, using data to increase digital sales, and new products.

Crystal Lindell

February 10, 2021

Mariah Havens is the marketing director, seasonal, at Ferrara Candy Co. Mariah Havens Farrara

There she leads all seasonal efforts across all channels including portfolio management, innovation and renovation, consumer and customer campaign development, and forecasting and item execution for Valentine’s Day, Easter, Halloween and Christmas. Havens (pictured) has been a part of Ferrara for almost two years.

For the Halloween 2020 and Christmas 2020 seasons, she helped innovate and execute seasonal cookies for the first time ever in Ferrara’s portfolio – driving incremental growth in key seasonal usages occasions – allowing the Ferrara team to outpace the category for both seasons.

On this episode she talks with Editor Crystal Lindell about all the ways COVID-19 has impacted the company, how Ferrara is approaching Valentine’s Day, and the best strategy for online sales.

Crystal Lindell, Former editor-in-chief of Candy Industry Magazine. While here she has worked on Candy Industry Magazine, Food Engineering Magazine and Food Safety Strategies. She holds a master’s degree in public affairs reporting from the University of Illinois – Springfield and a bachelor’s degree in political science from Western Illinois University. And her favorite breakfast is a cup of espresso and Twix bar.