Better food for a better world
“The first six months have been amazing in terms of learning the business anew from the point of view of a GM,” laughs Derin Bello, recalling her first months since becoming general manager of Mars Food & Nutrition in January 2024. “I have been exposed to every aspect of our business, from farm to pouch, gaining first-hand insights into our value chain. This included visiting our rice farms, engaging with associates and retailers and gaining a holistic view of our business and operations.”
Bello’s new role is the latest step in her 18-year career with Mars that began in category management for the company’s chocolate business. With her strong background in the CPG industry, Bello progressed her career moving from chocolate to the food division and then returned to Mars Wrigley as vice-president of sales. It was in that role that Bello was recognized with a Canadian Grocer 2023 Star Women in Grocery Award. “With Mars, you have the opportunity to demonstrate you can grow and do more in your career. The business gives you a lot of opportunity for cross functional roles and moves across and outside of your home country. I have received so much support to advance my career at Mars, allowing me to align my professional journey with my personal purpose.”
A family-owned organization, Mars Food & Nutrition is a segment of Mars, Inc. with roughly 2,000 employees across the globe, offers 13 food brands that provide delicious, convenient, nutritious, and affordable meal options. That includes its iconic 70-year-old brand Ben’s Original, the number-one rice brand in Canada, which Bello says is experienced by one in three Canadians. “The mission of the business – better food today, a better world tomorrow – truly means you’re impacting lives every day,” she explains. “That’s such a responsibility in terms of how you ensure that every product delivers on what it promises. And coming from the perspective of a mom with three kids, also feeding my kids the same products, it brings our mission and our purpose to life every day.”
Bello also refers to the company’s Five Principles – Quality, Responsibility, Mutuality, Efficiency, Freedom – and how Mars innovates and makes decisions based on these core values and their impact on the community. “We have two primary goals we’re actively addressing at Mars Food & Nutrition. Firstly, our focus is on improving food access for underserved communities, a challenge we’re uniquely poised to tackle. The second, we’re committed to ensuring our efforts are dedicated to supporting underrepresented and marginalized communities in addressing this critical issue.”
Mars works closely with Caledon Community Services in the Caledon-Bolton, ON community where its head office and production plant is located, last year donating $75,000 in addition to food and volunteer hours. Since August 2022, Mars Food & Nutrition in Canada has launched two initiatives focused on supporting vulnerable communities: the Ben’s Original Seat at the Table Fund, a $200,000 scholarship program in partnership with culinary schools that helps students who identify as Black, Indigenous, or Persons of Colour to pursue a food industry career; and the Ben’s Original Be an After School Hero initiative with Food Banks Canada, which has an educational component covering healthy food and cooking practices. “We’re also planning to give out about 400,000 pouches of Ben’s Original rice valued at about $1 million with a focus on children – serving and meeting the needs of food insecurity in the community this summer,” says Bello. “Our brands lend themselves to the seasons, because food is all around bringing people together to celebrate.”
Bello notes that additional products and retail partnerships aimed at the back to school season are in the works. “We have a really strong innovation agenda,” she says, pointing to Street Food, a range of ready meal entrées with rice, vegetable, and protein under the Ben’s Original brand. “We’re going to be driving a lot of growth into the category and recruiting more shoppers through innovation,” says Bello.
Available in four flavours – Bean & Rice Burrito Bowl, Fried Rice with Vegetables, Gumbo with Chicken Andouille Sausage, Jamaican Jerk Style Red Beans & Rice with Chicken – Street Food is ideal for consumers looking for globally- inspired delicious and convenient options packed with fiber and protein ,. The line has already begun its rollout, and Bello says it will be heavily supported with in-store activations, shelf blades, sampling programs, digital media, custom couponing, and other promotions. “The team is also going to be partnering with different influencers and content creators across Canada to demonstrate how the product comes to life, how tasty and convenient it is.”
Bello is also excited about the relaunch of Tasty Bite, an innovative brand of all-natural, ready-to-heat Indian and Asian entrées, rice, and entrée bowls which Mars acquired in 2017. The line of authentic recipes is currently available at major retailers, with additional brand extensions planned for next year. “The shift in demographics in Canada means there are more Indian restaurants and increased interest in Indian cuisine. So we’re giving consumers that love Indian cuisine the opportunity to easily bring these authentic flavours into their homes. It is a timely category for us to enter at this point in time.”
Leaning into new innovation keeps Bello energized on the job. “Because of the fast pace of the grocery industry, there is always a new problem to solve, and there’s always a need for some new thinking, and new approaches,” she adds. “This is why as a business, we are always thinking about the next consumer need—and we are placing big bets on, delivering solutions that offer healthy, easy, accessible ,and tasty meal options . I get a deep satisfaction working with my team and our partners to ensure we have the resources we need to bring amazing brands to consumers every day.”
Q&A WITH DERIN BELLO
What are you most proud of about your time with Mars so far?
What I’m most proud of during my time at Mars is my role as the core lead for our Women & Allies Network. It’s been incredibly fulfilling to leverage this platform to establish robust support for female associates and to help facilitate career development. Witnessing the growth and success of others brings me immense joy both personally and professionally. I take pride in fostering an environment that intentionally nurtures and empowers individuals to flourish.
What issue affecting the food and grocery industry are you most passionate about?
I’m most passionate about helping to improve access to healthy foods for those who need it most. Having worked across various continents, in both developed and developing markets, I’ve witnessed first hand the diverse spectrum of food insecurity. It is a significant issue in Canada, just the same as it is in developing countries I’ve experienced. Being part of a brand that is intent on addressing and supporting initiatives in this space deeply resonates with me.
What’s your favourite Mars product?
The Ben’s Original Bistro Express Basmati pouch is one of our top-selling products, and as a versatile product, it’s also a staple in my own pantry! We’ve also launched a new Ben’s Original Bistro Express Tikka Masala flavour, and it’s so tasty.
What do you like to do when not working?
When I need to relax, I decide what Japanese anime I need to catch up on. If I’m watching with my son, it has to be something for him, and with my older daughters we can literally just sit and binge watch any show.