The J.M. Smucker Co. Secures a Sweet Spread of Efficiency and Agility in Master Data Management

J.M. Smucker

The J.M. Smucker Co. is an innovative CPG leader that is harnessing data in new and powerful ways to become more efficient and effective. In partnering with Syndigo, Smucker has accomplished several notable achievements:

  • Reduced data processing times by as much as 86%
  • Driven widespread internal adoption of data insight tools
  • Cut time invested in bringing new products to market
  • Enabled systematic support of the enterprise data governance model

With a focus on quality ingredients and innovation, Smucker products can be found in nearly 80% of U.S. homes. The company has a portfolio of brands consumers trust for themselves and their families each day across the coffee, consumer foods, dog snacks and cat food categories. With the power of brands like Jif, Smucker’s, Smucker’s Uncrustables, Folgers, Dunkin’, Café Bustelo, Milk-Bone and Meow Mix, Smucker delivered $8.5 billion in net sales in its fiscal year 2023.

Unjamming Data Flow Bottlenecks with MDM

Smucker manages a broad portfolio of brands with complex supply chains, supports retail partners across channels and delivers on consumer needs by offering choice and options across the value spectrum.

In order to keep everything in such a vast enterprise running smoothly, the company relies on data—and a lot of it—to monitor progress, make decisions, coordinate its operations, and much more.


We found that an activity before our system took 38 hours and now when we had to do that activity again, it took 5.

Tracy Goebel
Product Manager for MDM and PIM at J.M. Smucker

But working with data at this volume and variety is no easy task. In order to keep up, Smucker relies on Syndigo’s Master Data Management (MDM) capabilities to collect, integrate, distribute, and transform data across domains into meaningful insights.

Master Data is the core data that runs through an enterprise’s digital ecosystem, the foundation that enables enterprises to build analytical capabilities and manage their business. MDM technology and systems enable organizations to regulate, store and use this data.

The power and flexibility of Syndigo’s MDM have greatly accelerated the rate at which Smucker can process and analyze data and answer queries.

We do comparisons before and after our major releases with the users,” shared Tracy Goebel, Product Manager for MDM and PIM at Smucker. “And one great win is we found that an activity before our system took 38 hours and now when we had to do that activity again, it took 5.”

Learn How to Harness Data Like The J.M. Smucker Co. Get the guide: What is Master Data Management?

Empowering Data Masters Throughout the Organization

Even a very powerful tool is only valuable if it is used. One key shift since using Syndigo’s PIM and MDM solutions is the rate of internal adoption that has been seen throughout the Smucker organization.

“We’re getting more and more requests from different areas of the business that aren’t using our system today,” says Ross Blakely, System Owner of PIM and MDM at Smucker. “They’re starting to reach out and ask about how they can leverage our system, which is exciting. With our enhanced approach and processes there is real momentum internally and it is creating not only stronger adoption but expansion of what we can do.”

A more user-friendly, intuitive interface empowers more stakeholders across brands and functions to tap directly into the enterprise’s data instead of relying on internal gatekeepers.

“Syndigo solved our business needs by enabling us to have increased business ownership over our changes which significantly decreased the time associated with implementing changes,” Goebel said. “That all comes back into our hands, which makes things so much faster. And that’s what we were looking for in a solution.”

“One thing that has been especially encouraging to us is that we are seeing increased usage of the platform from our internal users. This validates that the solution is user-friendly, that we have offered appropriate training and, most importantly, that the data is being leveraged regularly,” said Goebel.

Syndigo data management technology is intuitive and flexible enough to be used by stakeholders throughout the business, by empowering the end user to get to the insights they need. This not only shortens the turnaround time for users to get the information they need and generate their own reports; it also frees up these teams to stay focused on other essential functions like security, technical support, and organizational scalability.