Ep. 186 – How to Internationally Communicate a Global Brand, with Wendy Zheng, PhD Product Development Scientist at Coca-Cola

Coca-Cola has probably the most ubiquitous and well-known branding in the entire world but they need scientists to do it. Scientists that help innovate in multiple countries

Wendy Zhang is one of those scientists who works on Coke products to bring them internationally. She works with teams from China and Japan to get innovative coke products onto the market while still maintaining that delicious coke brand.

Learn about the interesting nuances in communicating internationally and the different techniques to understand flavors and customs when bringing product to different nations.

You’ll also get perspective on the value of a PhD and an MBA, because Wendy has her PhD and is getting her MBA after work. Another fun part about this episode is Coke’s initiative on sustainability.

We’re excited to be partnering with Smart Kitchen Summit {SKS}, the leading food tech event bringing together leaders across the food and cooking ecosystems.

Now in its fifth year, #SKS2019 is *the* conference shaping the future of food, technology, and the kitchen. Well-known leaders within the food tech industry will all be speaking on engaging topics such as food robots, alternative protein, and connected kitchen devices such as smart refrigerators.

Trust us, you’ll want to be there. Use code FOODJOB15 to get a 15% discount on tickets and I’ll see you there on October 7-8 at in Seattle. Just go to smartkitchensummit.com to register. For easy access, just click on our link for this episode’s show notes.

Where is Coke?: We operate in 200+ countries with over 700,000 people
Coke owns: Core sparkling (coke products, Fanta, Sprite, Minute mAde, Monster, Honest Tea, Odwalla, Suja, Zico, etc)
STA- Short Term Assignment. I had an Opportunity in Shanghai
When someone asks what you do for a living, what do you do?: I make coca-cola products
They ask oh cool but then they ask – What do you need to develop?
5 flavors of diet coke
Orange Vanilla Coke
What products do you work on?: All coca-cola trademark
We have multiple R+D satellites all over the world
US and UK have different perceptions on chocolate. Is that the same with other products?
Peach we eat in the US is different from the peach in Japan
What’s the difference between working in China vs the US?: Access to consumers
How much autonomy is in Coca Cola?: Not that much
Did you know you were going to work in food science?: No. But I got in via college entrance exam. I wanted to do a foreign language job but was put in food science.
As I studied more, the more interested I was in food.
What’s fundamentally different between US and China?: China is more competitive and focuses more on multiple-choice. US is more focused on critical thinking?
For PhD, I’m supposed to solve a specific problem but the training is about focusing on curiosity and gives you the method of solving a problem
Why did you get your MBA?: I’ve always been interested in the business side. Though I’ve always been in the technical side, I don’t know how people sell products. An MBA really helps me connect the dots.
Most companies have financial aid to get advanced degrees
Is it hard to balance your MBA and your job?: Yes, after work at 5 or 6 pm, and then 3 hours of class, and then you have to read 30-40 pages of case studies.
What are some tips on improving the product development process?: Understand the whole business. Food Safety, food chemistry, and sensory, know all of this. Be involved, and understand the trends
Who do you follow for trends?: BevNet, Food and Beverage, and a lot of suppliers. We have access to Mintel and Nielsen
Where do ideas happen?: Depends on the project. Some come from marketing, the science projects are from R+D
Why does your food job rock?: I have the opportunity to work in one of the biggest brands in the world
Coca Cola Japan
What’s a popular product in Japan?: clear products such as milk tea, beer, coffee, and transparent coke (Coca Cola Clear)
What type of food trends and technology is really exciting?: High-pressure processing. My dream is to work on a product that does that.
HPP is the alternative Retort
What is the biggest challenge the food industry needs to face?: packaging. The food industry has to use packaging
Coca Cola’s Word without Waste
Sustainability Report
What in the food industry would you like to know more about?: Consumers are hard to predict and how do you understand them better?
Coca Cola is an indulgence
Anyone who inspired you to get into food: My advisors from graduate schools
Favorite Kitchen Item: Phillips Pasta machine
Favorite Food: Cheese! I’ve just started to get into cheese
Gary Danko
Any advice for anyone who wants to get into the food industry: Understand yourself and what you’re good at
Where can we find you for advice?: LinkedIn