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Case Study: Making Customer Loyalty a Company Staple (Basic American Foods)

Basic American Foods (BAF) was founded in 1933 by brothers Jack and Bill Hume in a modest dehydration plant using a technology later adapted for potatoes. Today, Basic American Foods (BAF) is the leading supplier of convenient dry potatoes and beans to the North America food service market, and the company remains in family hands under the leadership of Jack’s sons. Its product brands Potato Pearls®, Golden Grill®, Savory SeriesTM, and Santiago® are a much-loved staple for many American and Canadian consumers.

This case study examines how they managed a Net Promoter project with CustomerGauge – surveying their b2b food clients. The result: a high NPS above 60.

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