The Efficient Consumer Response initiative took center stage last month. The Food Marketing Institute, the key force behind ECR, had the right audience, at the right place, at the right time. At FMI's annual Midwinter Executive Conference in Boca Raton, the heads of all the major chains and many brand marketers were gathered. It clearly was time for ECR to strut its stuff. That's exactly what happened in speeches listing benefits and announcing pilot tests later this year to prove these ...

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