Category management took on a new level of importance in the past year, as smart suppliers recognized that tuning in to consumer data and retailer partner' needs was the safest bet for all to succeed. The winners of this year's Category Captains Awards demonstrate some of the most innovative thinking in this essential area of the business. This year, for instance, it was evident that the economy was on category managers' minds. Of course, some people felt certain that the grocery business would remain relatively intact despite the economic downfall, but that didn't stop companies from preparing for tough times - and even capitalizing on the power of promotions to reignite lukewarm categories. The 27-page .pdf offers all of the 2009 Category Captains and Advisors, along with brief write-ups by Progressive Grocer's editors explaining why the companies were honored, as well as "Innovate to Differentiate," a column in which Todd Hale, SVP, consumer & shopper insights at The Nielsen Company, tells how smart retailers and manufacturers are engaging cautious shoppers. Publication Date: November/December 2009 Number of Pages: 25