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Message Kraft Safeway Supply Chain Innovation In an industry known for its narrow profit margins, Kraft Foods approached IDEO to identify opportunities for supply chain innovation to increase revenues, create partnerships, and reveal new value opportunities. Through a series of workshops, brainstorms, and field observations with Kraft employees, supermarket workers, and shoppers, the team created strategies to be implemented by the Kraft leadership team as well as such breakthrough solutions as “chimney-stacking” products in the shipping and stocking process. http://www.ideo.com/work/featured/kraft/