THE GLUTEN FREE BAR (GFB) Clean ingredients, nutrition and great taste is what appeals to consumers that purchase the Gluten Free Bar (GFB). One of the founders of the company has celiac disease and was looking for a snack that could provide good nutrition. As he was challenged to find one, he and his brother started the Gluten Free Bar which is now expanding internationally. Note, in order to distribute GFB, the company works with a number of wholesalers and retailers.

Questions 1. How does understanding the consumer and their needs help with marketing to other businesses?

2. Given the Gluten Free Bars focus on clean ingredients, nutrition and great taste, what parameters should it require from its suppliers?