Dr. Chao Wu was presented with the American Dairy Products Institute (ADPI) C. Earl Gray Award of Merit at the 2026 ADPI Annual Conference.

Hilmar, Calif. May 12, 2026. Hilmar is proud to announce that Dr. Chao Wu, Director of Product Research, has been named the 2026 recipient of the American Dairy Products Institute (ADPI) C. Earl Gray Award of Merit, one of the dairy ingredients industry’s highest honors.

The C. Earl Gray Award of Merit is presented annually to recognize individuals who have made lasting contributions to the dairy products industry through leadership, technical excellence and service. Dr. Wu was selected for his more than 35 years of dedication to advancing dairy protein science, industry standards and global nutrition markets.

“This recognition is a testament to Chao’s lifelong dedication to innovation, education and the advancement of our industry,” shared Greg Schlafer, CEO, “Beyond his technical accomplishments, Chao is a respected leader and teammate whose humility, curiosity and collaborative spirit have made a lasting impact at Hilmar and across the dairy community.”

Dr. Chao Wu is pictured with Brad Nyman, Marina Crocker, senior director – product category and marketing, and Greg Schalfer, chief executive officer and president.

Dr. Wu joined Hilmar in 1998 and currently leads collaborative research efforts focused on the nutritional and functional benefits of dairy-derived specialty ingredients. Over the course of his career, he has played a pivotal role in developing dairy protein–based ingredients used in early-life, medical and adult nutrition applications worldwide. He holds multiple patents related to large-scale protein-enriched whey processing, reflecting his role as a driving force behind technical innovation in dairy processing. While some of these technologies remain proprietary, their influence has been broadly felt across the industry. His work has helped enable the large-scale production and adoption of protein-enriched whey ingredients that support global health and wellness markets.

Beyond his contributions at Hilmar, Dr. Wu has been a longstanding leader within ADPI. He currently serves as Chair of the ADPI Technical Committee and Co-Chair of the ADPI Standards Committee, where he has helped advance standards across dairy protein ingredient categories. Among his most notable industry contributions are his leadership in establishing the WPPC Infant GRAS and the whey protein hydrolysates standards, both of which have helped shape today’s global dairy protein marketplace. Dr. Wu’s expertise has also extended through his involvement with standards development efforts with USP and AOAC International, further supporting industry alignment, quality and credibility.

Dr. Wu holds a master’s degree in Food Science and a Ph.D. in Agricultural Chemistry from the University of California, Davis. Throughout his career, he has maintained a strong commitment to academic collaboration, partnering with UC Davis and universities across the United States and China to advance research initiatives spanning cognition rapid response nutrition medical nutrition and early-life nutrition.

Hilmar congratulates Dr. Wu on this well-earned recognition and celebrates his enduring impact on our organization and the dairy ingredients industry.

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About Hilmar®

Hilmar Cheese Company, Inc. uses the power and promise of dairy to improve lives together. We provide health and nutrition for consumers, contribute to brand success for our customers, create opportunities for employees, support independent milk producers and improve the communities where we live and work. With a focus on collaborative product innovation, real-time scalability and a progressive approach to sustainability, Hilmar is a global leader in efficiently producing functional cheese and whey ingredients at scale. We deliver high-quality products to customers in more than 50 countries. Founded in 1984, Hilmar operates manufacturing plants in Hilmar, California; Dalhart, Texas; and Dodge City, Kansas. For more information, visit www.hilmar.com and LinkedIn @Hilmar.

Hilmar Medals in the 2026 World Championship Cheese Contest

Hilmar, Calif. April 21, 2026. Hilmar Cheese Company, Inc. proudly earned nine medals at the 2026 World Championship Cheese Contest® Awards Banquet, including gold medals in both cheese and whey protein categories — a first in the company’s history. The awards were presented April 16, 2026, during CheeseExpo.

The nine medals included three for cheese and six for whey protein ingredients, recognizing Hilmar’s commitment to quality across its diverse portfolio. We are honored to see the dedication of our teams recognized on a global stage.

Hilmar swept the Pepper Flavored Monterey Jack, Mild Heat category, earning gold, silver and bronze for our Pepper Jack cheese produced at our Dalhart, Texas site. The award-winning cheese features jalapeño pepper pieces evenly distributed throughout, delivering balanced heat and consistent flavor in every bite.

In addition to its award-winning cheese, Hilmar’s whey protein portfolio earned outstanding recognition across multiple categories.

PROfunction™ Adapt won gold and bronze medals in the Whey Protein Isolate 90 category. This versatile protein supports a range of applications and is lactose-free, low in fat, acid stable and heat stable during pasteurization.

PROfraction™ Beta was awarded gold in the Whey Protein Isolate, Instantized category. It is lactose-free with lower fat and carbohydrates. Agglomerated and instantized, PROfraction Beta is well-suited for powdered beverages and mixes.

Hilmar 9020 earned silver and bronze medals in the Whey Protein Isolate, Acidified category. Known for superior dispersibility and reduced foaming, Hilmar 9020 performs well in RTM applications, while its excellent heat and acid stability also make it an ideal choice for RTD beverages. It remains clear in solution, making it suitable for clear beverages, gels and protein waters.

Hilmar 8010 won a silver medal in the Whey Protein Concentrate 80, Instantized category. Instantized with soy lecithin, Hilmar 8010 disperses quickly in cold water and offers strong solubility and acid stability for powdered dry mix applications.

The World Championship Cheese Contest® is recognized as the world’s premier technical competition for cheese, whey protein, butter and yogurt. Hosted biennially by the Wisconsin Cheese Makers Association since 1957, the contest brings together expert judges from around the globe to evaluate entries using a stringent 100-point scale. Gold, silver and bronze medals are awarded to the top three entries in each class.

Kevin Hubbard, Site Director – Dalhart, proudly accepted the award on behalf of the Hilmar team and is pictured with Derek Snider, Taylor Peterson, Kalyan Manchala and Sterling Crawford. These awards reflect Hilmar’s ongoing commitment to quality, innovation and delivering trusted dairy ingredients and cheeses to customers worldwide.

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About Hilmar®

Hilmar Cheese Company, Inc. uses the power and promise of dairy to improve lives together. We provide health and nutrition for consumers, contribute to brand success for our customers, create opportunities for employees, support independent milk producers and improve the communities where we live and work. With a focus on collaborative product innovation, real-time scalability and a progressive approach to sustainability, Hilmar is a global leader in efficiently producing functional cheese and whey ingredients at scale. We deliver high-quality products to customers in more than 50 countries. Founded in 1984, Hilmar operates manufacturing plants in Hilmar, California; Dalhart, Texas; and Dodge City, Kansas. For more information, visit www.hilmar.com and LinkedIn @Hilmar.

Hilmar, Calif. May 28, 2025. Fifty-four students demonstrating academic performance and community involvement will each receive a scholarship to help fund their higher education goals through Hilmar Cheese Company’s annual scholarship program. This program, which has existed since 2003, is one of the many ways Hilmar Cheese helps achieve its company purpose to improve lives together.

The scholarship program awarded $40,000 in four categories – children of employees, children of the dairy farm families who ship milk to Hilmar Cheese, part-time Visitor Center staff and students pursing an agricultural undergraduate degree in the communities where the company operates.

Fifteen children of employees of Hilmar Cheese Company, Inc., three part-time Hilmar Cheese Visitor Center staff, and eight children of the dairy farm families who ship milk to Hilmar received scholarships. A second additional scholarship was awarded to one part-time visitor center employee, three employee children and one child of a dairy family who ships milk to Hilmar.

“I am pursing a degree in Child Development at CSU Stanislaus,” explained Jordyn Hill part-time visitor center employee. “I feel fortunate to work in the visitor center and the scholarship helps pay for classes.”

An additional thirty-eight students pursuing an agricultural major living in the counties where the company is located also received scholarships. This last category is for students not affiliated with the company; but dedicated to the agricultural industry and living in Merced or Stanislaus counties in California or Dallam or Hartley counties in Texas and Ford County in Kansas.

The Hilmar Cheese Company scholarship program reflects the company’s ongoing support of higher education and its commitment to employees, dairy farm families, the California, Texas and Kansas agricultural industries and the communities where Hilmar operates.

Qualifying students are encouraged to apply November 1 through February 1, 2026. For more information about Hilmar Cheese Company’s scholarship program, visit the About Us Overview section of www.hilmar.com.

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About Hilmar ™

Hilmar Cheese Company, Inc. uses the power and promise of dairy to improve lives together. We provide health and nutrition for consumers, contribute to brand success for our customers, create opportunities for employees, support independent milk producers and improve the communities where we live and work. With a focus on collaborative product innovation, real-time scalability and a progressive approach to sustainability, Hilmar ^TM is a global leader in efficiently producing functional cheese and whey ingredients at scale. Wei deliver high-quality products to customers in more than 50 countries. Founded in 1984, Hilmar operates manufacturing plants in Hilmar, California; Dalhart, Texas; and Dodge City, Kansas. For more information, visit www.hilmar.com and LinkedIn @Hilmar.

Hilmar Medals in the 2025 United States Championship Cheese Contest

Hilmar, Calif. April 25, 2025. Hilmar Cheese Company, Inc. was awarded top honors at the CheeseCon banquet celebrating the United States Championship Cheese Contest® on April 17, 2025.

The contest is hosted biennially by the Wisconsin Cheese Makers Association. More than 2,400 samples of cheese, butter, cultured products and dry dairy ingredients were evaluated this year with first, second and third awards presented in each category.

“Hilmar is honored to have received four awards in three categories,” shared Kyle Jensen, vice president global sales and marketing. “We are especially excited to share the acceptance of our first cheese award. This is a true testament to the dedication and commitment of our teams across the organization to produce high quality, innovative products.”

Hilmar TruSmoke® Hickory Smoked Cheddar took third place in the Open Class: Smoked Hard Cheeses category. Hilmar TruSmoke natural cheeses are slowly smoked utilizing Hilmar’s patented technology that integrates the smoke into the curd during the manufacturing process, unlike other smoked cheeses. Cheddar is one of four flavors available in the TruSmoke product line.

Hilmar PROfraction™ Beta received second place in the Whey Protein Isolate 90, Instantized category. PROfraction Beta is a lactose-free, instantized WPI that is rich in amino acids and aids in muscle synthesis. It is readily dispersible and has a neutral flavor profile, making it an ideal ingredient for powdered beverages and mixes.

Hilmar 8000 took both second and third place in the Whey Protein Concentrate 80 category. Hilmar 8000 is a highly functional 80% whey protein concentrate ideal for a variety of food and nutritional applications for basic fortification. It is a good source of high-quality protein to improve performance and overall health and well-being.

Ben Smith, cheese product manager; Lynn Ilano, cheese technologist; Muthu Ramanathan, ingredients technical manager; Chantelle Coelho, lead cheese technologist; and Ashley Cloward, associate cheese technologist proudly accepted the awards on behalf of the Hilmar team.

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About Hilmar™

Hilmar Cheese Company, Inc. uses the power and promise of dairy to improve lives together. We provide health and nutrition for consumers, contribute to brand success for our customers, create opportunities for employees, support independent milk producers and improve the communities where we live and work. With a focus on collaborative product innovation, real-time scalability and a progressive approach to sustainability, Hilmar^TM is a global leader in efficiently producing functional cheese and whey ingredients at scale. We deliver high-quality products to customers in more than 50 countries. Founded in 1984, Hilmar operates manufacturing plants in Hilmar, California; Dalhart, Texas and Dodge City, Kansas. For more information, visit www.hilmar.com and Linked In @Hilmar.

Media Contact:
Denise Skidmore
209-656-1197
dskidmore@hilmarcheese.com

Greg Schlafer to succeed David Ahlem as President & CEO

 Hilmar, Calif. April 16, 2025. Hilmar Cheese Company, Inc., one of the world’s largest cheese manufacturers and a global supplier of high-quality whey ingredients, today announced that Greg Schlafer will join the company as President & CEO on July 1, 2025.

Schlafer has served as President & CEO of Foremost Farms USA, a supplier of cheese and dairy ingredients, butter and milk products for nearly six years. Foremost Farms USA is a dairy cooperative owned by more than 600 members in Wisconsin, Minnesota, Iowa, Illinois, Michigan and Ohio.

“The board spent a great deal of time interviewing and vetting many qualified candidates for this position and Greg stood out among them,” said Jim Ahlem, Chairman of the Board.

“He brings extensive experience in cheese and ingredients markets, working with dairy farm families and an impressive leadership style that is a good fit for the Hilmar culture.”

Late last year, the company announced that CEO David Ahlem would step down from his role after almost 10 years at the helm and 22 years with the company. He will continue to work with the company in a Board Advisor role.

Schlafer earned his MBA from UCLA’s Anderson School of Management and his undergraduate degree from the University of Minnesota. He has served on the board of the National Council of Farmer Cooperatives, the National Milk Producers Federation and the Innovation Center for U.S. Dairy.  Greg is also passionate about food security and education and has served on the board of Project SUCCESS and the North American Millers’ Association.

Prior to Foremost Farms, Schlafer was Vice President, Food Group Sales & Marketing at J.R. Simplot Company. Before that he served as President of Lamb Weston, a division of ConAgra Foods, Inc. He also worked for General Mills as Vice President & General Manager, Bakeries & Foodservice Division.

“I have long admired Hilmar Cheese Company, a market leader in the cheese and ingredients space, for their vision, growth and sharp focus on technology and innovation,” shared Schlafer.

“David’s stewardship of the company these past ten years has been a true inspiration and I’m delighted to continue the journey to achieve Hilmar’s vision and build upon our great relationships with employees, owners, dairy farmers and customers.”

Schlafer will be only the third CEO in Hilmar’s 41-year history.

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About Hilmar™

Hilmar Cheese Company, Inc. uses the power and promise of dairy to improve lives together. We provide health and nutrition for consumers, contribute to brand success for our customers, create opportunities for employees, support independent milk producers and improve the communities where we live and work. With a focus on collaborative product innovation, real-time scalability and a progressive approach to sustainability, Hilmar^TM is a global leader in efficiently producing functional cheese and whey ingredients at scale. We deliver high-quality products to customers in more than 50 countries. Founded in 1984, Hilmar operates manufacturing plants in Hilmar, California; Dalhart, Texas and Dodge City, Kansas. For more information, visit www.hilmar.com and LinkedIn @Hilmar.

Officials tour Hilmar’s state-of-the-art manufacturing plant

Hilmar, Calif. March 17, 2025. Hilmar Cheese Company, Inc., one of the world’s largest cheese manufacturers and a global supplier of high-quality whey ingredients was joined by Kansas Governor Kelly, U.S. Senator Moran and other federal, state and local officials to officially mark the production of Hilmar cheese in Kansas.

“I am pleased that Hilmar Cheese Company chose to build its new production facility in Dodge City,” Governor Laura Kelly said. “This investment in our state is a strong signal to industry leaders around the globe that Kansas has the workforce and infrastructure for companies to be competitive.”

“Hilmar Cheese’s new processing facility in Dodge City is already creating new jobs and bolstering Kansas’ footprint in the dairy industry,” said Senator Moran. “I am grateful Hilmar chose to call Kansas home, and I have no doubt they will benefit from their partnerships with Kansas dairies and the local community.”

“We are grateful to the state and local officials who supported this project and thrilled to celebrate with them today,” shared David Ahlem, Hilmar’s President and CEO. “We chose to build in Dodge City because of the local and skilled labor force, supportive and expanding agricultural region and excellent transportation network. The superior collaboration with local, regional and state leaders in Kansas has further confirmed that we made the right choice.”

Hilmar’s Dodge City facility makes American style cheese in commercial 40-pound blocks which are then sold wholesale to customers and used in a variety of nutritious foods. The site also produces a wide range of high-quality innovative proteins to meet the needs of customers worldwide.

“We appreciate everyone who has helped bring us to this point,” said Ahlem. “Thank you to our internal teams, some of whom moved here, and the hundreds of contractors and suppliers who partnered with us to ensure the facility was built and operational on schedule. We are also grateful to the dairy farm families in Southwest Kansas for their investment to supply us milk.”

“Dodge City is a wonderful community,” he said. “We are very happy to be operating in Kansas.”

The Dodge City manufacturing site incorporates the latest technology in sustainability and conservation. The advanced instrumentation and automated control systems minimize the water needed to keep the plant clean and reduces energy use. Recycled water is used further to process protein, clean the facility and equipment and reclaim heat. Upgraded spray nozzles were installed for more efficient cleaning. The cleaning process also reuses rinse water.

The sustainability effort continues throughout the site with efficient pumps and equipment. These features will decrease the plant’s Green House Gas (GHG) intensity and minimize water use. Hilmar is part of the U.S. Dairy Stewardship Commitment to achieve a carbon neutral dairy industry by 2050. The advancements in Dodge City will help Hilmar meet this goal.

Hilmar’s Dodge City site now employs nearly 250 people and represents more than $600 million in capital investment.

The company continues to hire and offers competitive wages, great benefits, and training along with long-term career growth opportunities. Hilmar is actively involved in the communities where they operate and supports local organizations and events like Dodge City Days. The annual Hilmar scholarship program awards students of its employees, milk producers, and community scholarships to support continuing education. This focus helps the company to fulfill its purpose of Improving Lives Together.

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About Hilmar™

Hilmar Cheese Company, Inc. uses the power and promise of dairy to improve lives together. We provide health and nutrition for consumers, contribute to brand success for our customers, create opportunities for employees, support independent milk producers and improve the communities where we live and work. With a focus on collaborative product innovation, real-time scalability and a progressive approach to sustainability, Hilmar TM is a global leader in efficiently producing functional cheese and whey ingredients at scale. We deliver high-quality products to customers in more than 50 countries. Founded in 1984, Hilmar operates manufacturing plants in Hilmar, California; Dalhart, Texas; and Dodge City, Kansas. For more information, visit www.hilmar.com and Linked In @Hilmar.

Media Contact:
Denise Skidmore
209-656-1197
dskidmore@hilmarcheese.com

Hilmar’s David Ahlem to retire, moving to a Board Advisor Role

Hilmar, Calif. October 3, 2024. Hilmar Cheese Company, Inc., one of the world’s largest cheese manufacturers and a global supplier of high-quality whey ingredients, today announced that early next year CEO David Ahlem will step down from his role after almost 10 years at the helm and a total of 21 years with the company.

“I’ve had the privilege of working with an incredible group of owners, employees and dairy farmers for the past 21 years,” Ahlem said. “I am proud of what we have accomplished together.”

Ahlem added that he is looking forward to spending more time with his family next year.

Hilmar is well positioned for the future, said Chairman of the Board Jim Ahlem. “We are grateful for David’s leadership, under which Hilmar has grown to become a leading producer of natural American cheese and whey ingredients worldwide.

“We are delighted we will continue to benefit from David’s experience as he steps into a Board Advisor role next year.”

The board began a search process two months ago and will consider internal and external candidates. “We intend to have a successor in place in early next year to ensure a smooth transition,” Jim Ahlem said.

He added, “Hilmar’s vision remains unchanged: to be the best in the world at efficiently producing functional cheese and whey ingredients at scale.”

David Ahlem attributes Hilmar’s success over the past 40 years to an “exceptional” company culture and way of working together – The Hilmar Way. We have a great working relationship with employees, owners, dairy farmers and customers.

“Hilmar is bigger than any one person. We have accomplished a great deal over the last decade. We are a global leader in the marketplace actively demonstrating the power and promise of dairy to improve lives together. I look forward to watching Hilmar’s forward momentum continue,” he said.

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About Hilmar™

Hilmar Cheese Company, Inc. uses the power and promise of dairy to improve lives together. We provide health and nutrition for consumers, contribute to brand success for our customers, create opportunities for employees, support independent milk producers and improve the communities where we live and work. With a focus on collaborative product innovation, real-time scalability and a progressive approach to sustainability, Hilmar^TM is a global leader in efficiently producing functional cheese and whey ingredients at scale. We deliver high-quality products to customers in more than 50 countries. Founded in 1984, Hilmar operates manufacturing plants in Hilmar, California and Dalhart, Texas. A third state-of-the-art manufacturing facility in Dodge City, Kansas, will open in late 2024. For more information, visit www.hilmar.com and LinkedIn @Hilmar.

Media Contact:
Denise Skidmore
209-656-1197
dskidmore at hilmarcheese.com

Hilmar, Calif. May 31, 2024. Sixty-seven students demonstrating academic performance and community involvement will each receive a scholarship to help fund their higher education goals through Hilmar Cheese Company’s annual scholarship program. This program, which has existed since 2003, is one of the many ways Hilmar Cheese helps achieve its company purpose to improve lives together

The scholarship program awarded $40,000 in four categories – children of employees, children of the dairy farm families who ship milk to Hilmar Cheese, part-time Visitor Center staff and students pursing an agricultural undergraduate degree in the communities where the company operates.

Eight children of employees of Hilmar Cheese Company, two part-time Hilmar Cheese Visitor Center staff, and three children of the dairy farm families who ship milk to Hilmar received scholarships. Thirty-eight students pursuing an agricultural major living in the counties where the company is located also received scholarships. This last category is for students not affiliated with the company; but dedicated to the agricultural industry and living in Merced or Stanislaus counties in California or Dallam or Hartley counties in Texas.

Three part-time visitor center employees, eleven employee children and two children of dairy farmers who ship milk to Hilmar also received an additional scholarship for a second year to help continue their education.

The Hilmar Cheese Company scholarship program reflects the company’s ongoing support of higher education and its commitment to employees, dairy farm families, the California and Texas agricultural industries and the communities where Hilmar operates.

Qualifying students are encouraged to apply November 1 through February 1, 2025. For more information about Hilmar Cheese Company’s scholarship program, visit the About Us Overview section of www.hilmar.com.

Hilmar, CA. April 30, 2024

Hilmar Cheese Company, Inc. was awarded two silver medals at the CheeseExpo banquet celebrating the World Championship Cheese Contest on April 18, 2024.

The World Championship Cheese Contest is the premier cheese and dairy competition hosted by the Wisconsin Cheese Makers Association biennially since 1957. This is this first year that Hilmar entered the contest after experiencing success in last year’s United States Championship Cheese Contest, joining the ring with over 3,300 entries from 25 countries.

Hilmar 9000 Whey Protein Isolate and Hilmar 9010 Instantized Whey Protein Isolate were both silver medalists in their respective categories. Hilmar 9000 is a 90% whey protein isolate with a neutral flavor and favorable mineral profile. It provides acid heat stability, high protein, low lactose and low fat content for use in bars and acidic beverages. With superior nutritive value, Hilmar 9000 is ideal for protein fortification.

Hilmar 9010 is an agglomerated instantized whey protein isolate derived from sweet dairy whey manufactured by a special cross-flow filtration process. While it shares many nutritional benefits and functional features with Hilmar 9000, it is designed for dry-mix applications to enhance dispersibility and quick hydration into solution.

Muthu Ramanathan, Hilmar’s Ingredients Technical Manager, proudly accepted the award on behalf of the Hilmar team and is pictured with Ben Smith, Hilmar’s Cheese Product Manager. Ben served as a technical judge for the cheese competition.

Hilmar’s B2B digital trading platform expands to global customers.

Hilmar, Calif. January 25, 2024. Hilmar Cheese Company, Inc., one of the world’s largest cheese manufacturers and a global supplier of high-quality whey ingredients, has expanded its HilmarConnect digital trading platform to give customers worldwide 24/7, real-time access to cheese availability, price and timing of shipments.

HilmarConnect Global, which provides 24/7 access to cheese availability and pricing transparency, is now accessible to Hilmar customers across the globe for 40 lb. block Cheddar sales. The intuitive digital platform offers flexibility to customers in pricing, volume and timing of shipments via its web-based desktop and mobile applications. Through live bidding events that occur every two weeks, we are bringing visibility to the real-time global supply and demand volatility of all customers. This allows customers to secure future Hilmar capacity now with the flexibility to adjust product variety closer to actual production dates to meet their unique business needs. It additionally presents improved price discovery and arbitrage opportunities, allowing customers to evaluate price and physical supply in a single event.

The platform has a track record of proven success for domestic customers who have already embraced the trading experience for opportunity cheese, which will continue. We are excited to add 40 lb block Cheddar Cheese Sales to the platform beginning today.

Investment in this platform, powered by Nui Markets, comes at a time when B2B buyers are asking for a digital purchasing experience. According to Wunderman Thompson Commerce, 49% of B2B purchases are now made online and 62% of B2B buyers would like to have dedicated smartphone apps through which they can purchase.¹

“Hilmar is dedicated to our philosophy of flexibility and responsiveness to our customer relationships, and we’re excited to provide this solution,” stated Travis Coffey, Director of Sales.

Click here to learn more about HilmarConnect Global and access the platform. To register your account, get in touch with your Hilmar sales manager or contact us.

¹ Lokschin, B. (2021, November 24). The Evolution of B2B Digital Commerce: From Siple to Sophisticated Selling. Forbes. The Evolution Of B2B Digital Commerce: From Simple To Sophisticated Selling (forbes.com)