Snac World - May 2017 - 54

NEW CHAIRMAN PROFILE

Into
the
Future
Dan Sifer takes the reins of SNAC International
during critical time.
BY SARAH HUBBART

hroughout his career, Dan Sifer has followed
one simple rule: Always keep the consumer
in mind.
That mantra has helped SNAC International's new
chairman navigate the many changes he has witnessed
during his 36 years in the snack industry. Now serving
as senior vice-president of supply chain and contract
manufacturing for Herr Foods, Nottingham, PA, Mr. Sifer
brings a unique perspective after serving in numerous
roles with the company, from sales to sourcing to product development.
On April 3, Better Made Snack Foods' Mark Winkelman
passed the SNAC International chairman's gavel to Mr.
Sifer, officially beginning his one-year term at the association's helm during a critical time for snack makers
and the association. Today, the industry is undergoing
the biggest change Mr. Sifer has witnessed. It's no secret
that the snack category is in the midst of a renaissance,
with new products, new packaging and new marketing
rolling out at high speed to meet the evolving needs of
today's consumers.
"Today, snack products can be found in virtually every
grocery store aisle," Mr. Sifer said. "As an industry, we
need to position ourselves the same way that consumers see snacks. The younger generation makes eating
decisions completely different from their parents - and
they are driving the change in the snack category."

CHALLENGE AND OPPORTUNITY
In his remarks to SNAXPO 2017 attendees in Savannah,
GA, after being named Chairman, Mr. Sifer highlighted
the great momentum that the association enjoys as it
navigates the shifting political landscape in Washington, DC. He expressed excitement about how SNAC
International has taken the lead on Capitol Hill and has
built a reputation of collaboration across the industry.
However, challenges remain.
"Despite our tremendous success with a standard for
GMO labeling, there is no shortage of issues challenging
our category," Mr. Sifer said. "Whether it is in Washington
54

SNAC World

May 2017 www.snacintl.org

Dan Sifer was named chairman at SNAXPO 2017.

or at the state level, we need your continued support.
But just as importantly, we need your involvement. It is
an area where our work will never really be done."
Specifically, Mr. Sifer said the association needs to
be ready during the upcoming farm bill debate to
defend against changes to the Supplemental Nutrition
Assistance Program (SNAP) that discriminate against
snack products. The industry also needs to be watchful
of proposals that add a state or local tax to snacks.
Mr. Sifer will lead SNAC International during a turning
point for the association. Last year the organization
changed its name to reflect the diversity of today's
snack category. SNAC International has built strong
relationships with "traditional" snack companies over
the years, and those members will remain a key part of
the association. But, Mr. Sifer said, the time has come to
show value to attract start-ups and other new industry
players by offering topical education and services, as
well as continuing to be an effective lobbying voice.
"Changing the SNAC name was the just the first
step; the bigger challenge is delivering on the brand,"
Mr. Sifer said. "To do so, we need to provide value to
the new players in today's 'big tent' of snack manu-

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