PepsiCo's decision to buy corn directly from small farmers in Mexico, obviating the need for a middleman, is part of a trend. The project began as a pilot program by a foundation tied to the company's Sabritas division, and now involves about 850 farmers.

Kraft is promoting its American Singles brand through a deal with "Disney on Ice." The Disney promotion, which does not replace an ongoing relationship with Minor League Baseball, offers consumers 50% off two tickets to any of the five "Disney on Ice" shows across the country through May, including Disney Pixar's "Toy Story 3." The wrappers can be redeemed directly at the venue box office; mailed to the venue box office; or mailed to "Disney On Ice"'s customer service center. And for the first time, American Cheese Singles has added on-pack messaging, touting "Disney on Ice."

Former Chicago Bears safety and successful businessman Dave Duerson killed himself with a bullet to the heart. He did so to spare his head, asking that his brain be studied. The brain-tissue exam will be performed by the Boston University Center for the Study of Traumatic Encephalopathy. The condition, called chronic traumatic encephalopathy (CTE), was identified in the brain tissue of former Andre Waters, a Philadelphia Eagles player who killed himself in 2006, one of several suicides of former players whose brain tissue has evinced CTE on examination. NFL alumni groups meet to talk about poor pensions and …

Calgary Herald columnist Stephen Hunt argues that the outdoor NHL Heritage Classic games are the best way to market NHL in cities where there are teams but not fans. "Every time the NHL plays a game outdoors, Americans (outside of Boston, Detroit, Minneapolis, Chicago and -- believe it! -- San Jose) notice hockey. Otherwise, not so much," he writes. He suggests marketers in other areas use NHL's tactic: The Oscars could be held on James Cameron's fictional planet Pandora, with nominees depicted as those giant blue humanoids, the Na'avis. Or hold the Grammys at Woodstock in a downpour with …

IBM has a new marketing-campaign assistance section of PartnerWorld Web site, making it a one-stop location for marketing campaign design assets and co-marketing funding. The new section of the site, IBM Co-Marketing Center, replaces a number of campaign-design programs and updates the functionality in a single location on the partner program Web site. Resources let clients create customized campaign assets such as Webinars or e-mail flyers, and the site also offers new marketing funding opportunities and reimbursement processes from IBM. IBM will spend more than $100 million in 2011 on marketing and demand generation in the …

The youngest-ever driver has won the Daytona 500, but it is also the week of the 10th anniversary of the death of one of NASCAR's legends, Dale Earnhardt, "The Intimidator." He lost his life in a crash during the 2001 race. Earnhardt drove a Chevrolet Monte Carlo, and Chevy dealers say that because of his influence the "race on Sunday, sell on Monday" phenomenon still benefits the gold bowtie. Scott Garman, general sales manager at a Jacksonville dealership, says NASCAR fans are "the most loyal bunch of people I've ever met, brand-wise and driver-wise. We still have fans …

Turkish spirits company Mey Icki Sanayi ve Ticaret AS is on the block and Diageo PLC may snag it for between $2 billion and $2.5 billion, say sources close to the deal. The deal, which will probably be announced today, gives UK-based Diageo access to a distribution network in the country. Also close to closure is a six-year customs dispute between Turkey and foreign liquor companies like Diageo. Because of customs taxes, the country would like to be paid for imports between 2001 and 2009; Diageo's bill could exceed £100 million, or about $160 million.

Ford Motor has inked a 50/50 joint venture with Russian auto company Sollers. The deal involves production and distribution of passenger cars and light-duty commercial vehicles, and comes directly on the heels of Sollers announcing it would exit negotiations for a similar deal with Fiat. Stephen Odell, chairman and CEO, Ford of Europe, said the deal would "provide Ford customers in Russia with more products and better service." In 2002, Ford became the first foreign auto manufacturer to start producing cars in Russia. The deal with Sollers reflects a broader industry trend.

Aunt Jemima's first-ever social media campaign shows consumers how the pancakes and its other frozen breakfast items are made. The message is, it isn't much different from how people make them at home, except the utensils are a lot bigger. The effort, via Weber Shandwick, includes videos on the brand's Facebook page featuring employees who explain the "just like home made" process and introduce the employees who do the preparation. The company held a contest to determine which employees would be featured.

One of the world's most expensive bracelets of commercial real estate, Rodeo Drive, has had to downsize tourism operations. Because of budget problems, Beverly Hills' visitors bureau has laid off its official ambassador, Gregg Donovan. Donovan has greeted tourists and visitors on Rodeo Drive for 11 years. The top-hat wearing former concierge and former personal valet to Bob Hope, who used to greet visitors with "Welcome to Beverly Hills! You have arrived," was laid off last month. But an imbroglio is brewing: the Beverly Hills Conference and Visitors Bureau is demanding he also give up the rights to …