We have the tried and true technical tools of your dreams to help you take your ingredients, products and packaging to the next level.
Elevating great ideas in Europe
We’re on your Mission
301 INC is an energetic and enthusiastic team looking to collaborate with emerging food brands; to roll up our sleeves and work together to create breakthrough innovations and build successful businesses. As of fall 2018, we are excited to announce that 301 INC has extended: introducing 301 EXT. We have recently built a team in Europe that will be dedicated to extending the mission of 301 INC but focused exclusively on the European market. We recognize that there has been a surge in innovation across European emerging food brands and since establishing our European operations, we are now actively seeking our next opportunity. If you have a product that has demonstrated success in the market, and you’re ready to take it to the next level, let’s elevate it.
Our Spirit
We aspire to be an indispensable partner integrating a direct equity investment with the skill and capabilities of General Mills.How We Practice
We are seeking emerging food brands with a compelling product, a strategic fit and fueled by founders that are driven, passionate and aren’t going to settle for anything less than success.Our Team
Richard Williams
Business Director View Bio +
Richard Williams
Passionate about creativity and building new and emerging brands, Richard is the Business Director for 301 EXT. Richard has over 18 years experience in marketing and brand building working across numerous food categories including dairy, snacking, adult and infant nutrition and world foods. He has worked on the development of both local and global brands and has enjoyed working in several cities including Paris, London and New York. Richard started his career with Group Danone before moving back to the UK to work with GlaxoSmithkline and then General Mills.
Richard holds a BSC in International Management from the University of Bath. Originally, from Derbyshire in the UK, Richard now lives in Paris with his wife and son. In his spare time, Richard is an avid runner and likes to participate in races or triathlons when he can.
Pete Speranza
Business Development Principal View Bio +
Pete Speranza
New Yorker and former professional ice hockey player, Pete Speranza received his MBA in International Business Strategy from the University of Minnesota, Carlson School of Business. He became part of the General Mills family in 1997 and has 18 years of supply chain leadership across all temp states and platforms with experience managing large capital installations.
As New Business Development leader for 301 INC Pete taps into his passions of creating a national scouting network and working closely with the entrepreneurs of the startup community. He is also a co-founder of the new food division for the MNcup – the largest state wide innovation competition in the country.
John Haugen
General Manager View Bio +
John Haugen
John Haugen has a passion for endurance sports so it’s no surprise that he’s in it for the long haul working with budding businesses. John has an undergrad degree from St. Olaf College, his MBA from UCLA Anderson School of Management and is a 25-year veteran at General Mills. He has held a variety of leadership positions, focusing on marketing, general management and health & wellness strategy. He was also instrumental in the creation of 301 INC in 2012.
As a leader of 301 INC, John is always interested in seeing the possibilities. He has built a team focused on looking for great, new business opportunities – ones that when the passion, skill and agility of the entrepreneur are combined with the capabilities of General Mills are sure to create breakthrough innovation and positive change.
Ryan Newcom
Fund Manager View Bio +
Ryan Newcom
With a B.S. in Business Administration from Bucknell University, Ryan Newcom is our Investment Fund Manager leading our direct investment mandate. His background at General Mills includes finance rotations in the supply chain function, the cereal operating unit, and the western sales region.
Prior to General Mills, he spent multiple years working with clients in the lower middle market to execute mergers and acquisitions, debt recapitalizations, and private capital fundraisings. Ryan has a passion for food and tremendous respect for entrepreneurs.
We are a passionate group of entrepreneurs and food-industry experts, who are excited to work with you to help you harness your passion. We understand the challenges facing emerging brands and we are committed to using our passion, experience, and General Mills network to help your business grow.
Our Partners
Although we are just beginning our European journey, we have made several investments in the US. Please click on a logo below to find out more about some of these exciting companies.
We are excited to grow our family in Europe. If you’re interested in finding out more about joining the team, let’s talk.
Tool Box
Product Development
Product Development
We are a tried and true R&D organization with a wide range of capabilities in ingredient, product and packaging development. We can help:
- Develop new, innovative products
- Take your brand to new occasions or platforms
- Provide technical support in the areas of:
- Recipe development
- Packaging design
- Commercialization
- Shelf-life, nutrition and labeling services
- Food safety and regulatory compliance
Supply Chain
Gain access to a world-class supply chain crew with a wealth of resources across all product categories and channels.
Supply Chain
Leverage a supply chain that comes with a breath of knowledge across all product categories and temp states.
- International sourcing team with expert buyers in many ingredient/packaging categories
- Operations team built to continually enhance margins, raise product quality, and provide excellent customer service on a national scale
- World-wide external manufacturing network with unlimited flexibility and capabilities
- Industry leading food quality and safety programs
Marketing
It doesn’t do much good to have a great product if no one knows about it. We can help you connect to your consumer lives.
Marketing
With the ability to connect to consumer’s lives we can help support your brand through:
- Brand development through equity building and positioning plus the creation of all aspects of brand support from packaging to advertising, point of sale to support collateral
- Ideas for innovative promotional activities, both in and out of store
- Expertise in empathy-building, trend-mining, marketplace analytics, insight generation and consumer testing
- Champions of the “consumer first design” approach to brand expansion and pipeline development
Channel Development
When it comes to sales, it’s all about relationships and we have built valuable ones across all channels worldwide.
Channel Development
As the #1 ranked sales force by Kantar, our sales division has built strong relationships across all channels.
- National retail organization that makes store level calls to maintain distribution and displays
- Category management team that keeps an eye on trends in the marketplace so you can stay ahead of the competition
- Unlock growth through leading capabilities:
- Pricing and merchandising effectiveness
- Shelf and aisle management
- Shopper & consumer insights
- Shopper marketing
Here & There
Read about what’s been going on at 301 and beyond.
Food Matters Live 2019
We’re excited to connect with the brightest innovators in food and drink at Food Matters Live 2019 on November 19-20 in London.
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Natural & Organic Products Europe
We can’t wait to check out all the new innovations and products at the Natural & Organic Products Europe April 7 and 8 in London!
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Let’s Meet
We are so excited to debut 301 EXT – the European arm of 301 INC – next month at the SIAL show in Paris, France! Hope to see you there!
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Contact Us
If you’re interested in working with us or finding out more about what we do, please fill out the form below.
Mail samples* and presentation packets to:
301 EXT Samples
Attn: Richard Williams
150 rue Gallieni
92641 Boulogne-Billancourt
France
*All products must be food safety compliant (packaged, labeled and kept within compliant temperature control). If perishable, products must be shipped in appropriate perishable/insulated packaging; please label as “PERISHABLE” or “FROZEN” and ship via Priority Overnight. Please be mindful of weekends, international transit and holidays. Tracking information must be sent via email to 301INCteam@genmills.com.
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