Our History

The company was founded in 1996 when Sales and Marketing veterans from Nabisco Foods formed Edgewood Consulting Group. Their vision was to leverage shopper insights and analytics in new ways to develop innovative strategies and tools that drive superior implementation and bottom-line results.

While our approach has remained consistent, our toolbox has grown. We've won over 100 Progressive Grocer Category Captain Awards for our clients and their retail partners. We've added expertise in emerging channels with the diverse shopper experiences each channel promises.

Today, Edgewood Consulting has offices in multiple locations across the US and internationally to help support the global initiatives of our expanding client base.



    Marty Baum is a Principal at Edgewood Consulting Group and has been with the company for over 15 years. Marty has extensive experience working both for and with a diverse group of major Food and OTC manufacturers in both the US and abroad. Although most of his projects have been on behalf of manufacturer clients, Marty has also worked directly and extensively with nearly all major retailers in the Food, Drug and Mass Merchandiser classes of trade.


    Marty has significant experience in teaching and training the disciplines associated with Shopper Insights and Category Management. He has led numerous training sessions in the US, Europe and Latin America on both the strategic and tactical elements of Category Management. In addition, for several years Marty has been a guest lecturer at the Rutgers University Graduate School of Business.


    Prior to joining Edgewood Consulting, Marty was Vice President, Client Service at Information Resources, Inc. His previous experience includes nine years in brand management assignments at Nabisco Foods and Grand Metropolitan, including Director of Marketing at ALPO Pet foods.


    Marty earned his BA from The George Washington University and MBA from Columbia University Business School.



    John co-founded Edgewood Consulting Group with Israel Rodriguez, Jr. in 1996. John is a senior sales and marketing executive with over 30 years of experience within the consumer packaged and durable goods industries, and he knows how to win at retail. John’s consulting experience ranges from developing sales and marketing strategies, and driving business growth for US and international initiatives, to introducing new products, and leading the development of Category Management campaigns.


    John previously held leadership positions with Nabisco in Sales, Marketing, and Information Technology before co-founding Edgewood in 1996. He is also a merchandising veteran with over 25 years of experience in developing Category Management and Trade Promotion strategies. John has been a recognized expert in improving effectiveness of trade spending productivity through advanced analytics, strategic insights, and process driven account planning software. Finally, John is adept at leveraging shopper research methods to formulate actionable retail solutions.


    John serves his local community as the Deputy Mayor of Hanover Township Committee, Director of Planning, Economic Development and Engineering departments.


    John earned his BA in Economics from St. John’s University and his MBA in Management from Fairleigh Dickinson University.

  • Jeffrey M. Rehling


    Jeff is a managing partner at Edgewood Consulting Group and has been with the company for over 10 years. Jeff has managed sales, marketing and business development leadership initiatives for several Fortune 500 companies, including Johnson & Johnson, Merck Consumer Care and Novartis Consumer Health, Kraft Foods, Green Mountain Coffee/Keurig, Campbells and Crayola. In addition to working with manufacturers, Jeff also has significant experience working with leading retailers and distributors across various channels.


    Jeff is also on the marketing faculty at the University of South Carolina Moore School of Business where he focuses on teaching both graduate and undergraduate students marketing strategy. Jeff also serves as the Director of the Center for Marketing Solutions, an organization focused on connecting the marketing thought leadership, research techniques and practical business experience of the Moore School with businesses around the world in collaborative efforts that drive business results.


    Prior to his consulting and teaching career, Jeff was Director of Business Development at Sesame Workshop in New York. In this role, Jeff had responsibility for strategic planning, business development and new media ventures across the Workshop’s franchises, including one of the world’s most popular children’s brands, Sesame Street. Prior to his time at Sesame Workshop, Jeff spent over 8 years at Crayola, a subsidiary of Hallmark Cards. His responsibilities were largely focused on marketing strategy and business development initiatives, including new product development, new channel strategy and strategic business alliance efforts.


    Jeff earned his Bachelor of Science degree from Susquehanna University and his MBA from the Iacocca Institute at Lehigh University. He has extensive experience in training and teaching across marketing disciplines, including marketing, buyer behavior, market research, shopper marketing and business strategy.

  • Israel J. Rodriguez, Jr.


    Israel co-founded Edgewood Consulting Group with John Ferramosca in 1996. Israel began his career with marketing-driven companies such as IBM and Nabisco. At Edgewood, Israel has directed consulting engagements for major consumer food, drug and pharma brands globally including Pfizer, Gerber, Kraft, Alcoa, Johnson & Johnson, Campbell’s, ConAgra and Novartis among others.


    Israel has co-authored articles in Medical Marketing & Media, (“Winning Strategies in DTC Advertising”), Progressive Grocer and Pharmaceutical Executive Magazine. He is a frequent speaker and moderator at marketing conferences on the topics of brand equity, Rx to OTC switches and competitive strategy, and has presented to the general session at the FMI Meal Solutions Conference as well as at the CLM conference internationally.


    Israel served as Co-Chair and judge of the PhAME Awards, the leading advertising and marketing awards program in pharmaceutical consumer marketing sponsored by CBS Networks, WebMD and Prevention Magazine.


    Israel earned his BA and MBA from Stanford University.


  • Bernie

    “I view the challenges that my client faces as opportunities to provide solutions.”

  • Brennan

    “When we turn analytics into insights and strategy, science becomes art. It's actually fun to innovate.”

  • Doug

    “Building successful relationships with my clients is a key part of what I do.”

  • Jrod

    “I collaborate with my clients to build strategic business solutions to optimize continued category growth. Our successes are built on patience, persistence and perseverance.” 

  • Lois

    “I enjoy uncovering insights that help build my client’s business.”

  • Min Sang

    "I enjoy working with teams toward a common goal. Building brands, categories, and partnerships is the objective and results are the scoreboard."

  • Petra

    “I’m here to help my clients create stronger category leadership presentations for their retailer meetings.”