Gary’s knack for finding a brand’s motivating differentiator was evident early in his career. Gerber was under attack by a lower priced brand that was advertising that Gerber used additives in its baby food. Gary was on the team hired to help restore public trust in Gerber. With a 66% share, Gerber was the category leader, but the competition was making inroads. For decades, the company had relied on the image of the Gerber baby to represent the goodness of its foods. Gary led the ideation team that identified Gerber was the only manufacturer who had their “own” farmers, and knew the source for every ingredient in every jar. He helped ladder this supply chain fact into the consumer benefit of safety, so Moms could feel secure about Gerber’s contents and the brand. The approach differentiated Gerber, restored consumer trust, and won Gerber an unbelievable 89% market share. Of note, Gerber returned to this timeless campaign in 2020.