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Naturals Brands: You’re Missing Your Biggest Target Audience

In the hypercompetitive naturals category, brands define the natural consumer in a very narrow way: rich, suburban, white, educated, able-bodied, and already healthy.

But that overlooks a huge audience of consumers just waiting for these brands to find them.

Naturals brands are tripping over each other to reach the same defined audience. These consumers are fickle, quick to flip from one brand to the next. In other words, companies are fighting with each other and spending tons of money to reach the same volatile market.

Why?

If you’re a marketer in this category, we’d like to introduce you to a different group of consumers hungry for your better-than products: low- and middle-income families.

Consumers of Modest Means & Why They Matter to Brands

You may imagine that your prototypical fan is a suburban white mom active on Instagram and into health and fitness. So your better-for-you product might be just right for her. But she doesn’t really need your brand.

Who does? Consumers of more modest means who actually need products that can help them lead healthier lives.

These consumers look different from your model fan. These families are more likely to be of color, disabled, or LGBTQ+. They live in urban or rural—not wealthy suburban—areas, where access to healthy food choices is more limited. There are myriad reasons—financial, cultural, logistical—why these folks think differently about health and wellness than the consumer you’re currently reaching.

Before you dismiss the idea of connecting with them, realize this: While spending power remains concentrated with upper-class shoppers, the middle and lower class represent a far greater portion of the population. As of 2018, 52% of American adults qualified in the middle class and 29% in the lower class. There’s a vast market to be tapped.

And as Emily Brown of the Food Equality Initiative told me in our recent discussion for my Gooder podcast, these consumers are incredibly brand loyal—because their spending habits and budgets don’t allow for shopping around. Once they land on a product or brand their families prefer, they stick with it.

Why Are These Consumers Overlooked?

These folks are out there—why don’t marketers see them?

A big part of it is innate bias in our industry. In the natural food and beverage category, marketing is all about finding your “tribe”—consumers who buy into your brand’s values and see your products as a way to express their affiliation with those values. We assume those fellow tribe members are just like us. We don’t see consumers who don’t look like us, and most of us are white, educated, and reasonably well to do.

The early adopters of natural food and beverage products were a bunch of 1960s and ’70s countercultural hippies who were concerned about the commercialization of food and farming and who advocated for whole, unaltered, healthy food. Then and now, founder-owners of better-for-you companies tend to be entrepreneurs with enough capital to launch, manufacture, and scale a business—and executives and investors in the category are predominantly white and wealthy as well. Our category is a closed-loop.

So what has this navel-gazing approach to product development and marketing yielded?

  • High price points for products that aim to benefit people and planet
  • Flavor profiles and niche ingredients that aren’t widely appealing
  • Exclusive channel strategies that don’t bring products to the consumers who might want them
  • An implicit belief that only white suburban folks want to live healthy lifestyles

In short, the naturals industry has evolved beyond the reach of people who are new to the idea of eating whole, healthy foods.

How to Reach Low- and Middle-Income Buyers

Here’s the upside: Naturals brands, with their powerful missions to improve lives, should find it easy—indeed, critical—to reach these underserved audiences. If you’re a thriving naturals brand, you’ve already invested in the consumer education platform of your Brand Ecosystem—it’s the very foundation of your communication strategy. You know how important it is to teach people why your brand matters and what your products can do for them.

Mission and education: Check. So it should be an easy lift to reach out to a broader audience.

A couple of points to think about:

Understand who these consumers are. Shift your research mindset from transactional (who buys what) to empathetic (what do they need in their lives). The right syndicated consumer data exists; you just have to ask for it in different ways. Seek research that shows where, why, and how these kinds of consumers shop. Collaborate with retail partners that have access to that information; they’re also interested in reaching that consumer.

Reach them where they are. Our category shares so much education, but it’s pointed to people who already buy into our brands, not to people who are early in the journey. Don’t ostracize them; welcome them with information that’s helpful to their lives and interests. Same goes for product development. Consumers of modest means may be taking small steps toward eating healthier and may not care about ingredients like kale or chia or Himalayan salt. A baked corn chip may be the ideal option, for example, for the consumer who wants an alternative to fried snacks but isn’t keen on organic vegan lentil puffs.

Get samples into their hands. On a limited budget, a middle-class mom can’t afford to try three different healthy snacks to figure out which one her kids will like. So find ways to get a free trial to her. Once she’s formed a preference for your product, she’ll stick with it.

Get over your high-priced mindset. Leaders in this market attach too much clout to offering an expensive product. Drop the snobbery. The idea that people with restricted income won’t buy is false. When they’re shopping a category where they don’t have a brand affinity, they will buy on price—but if they have a brand preference, they will always spend on that product. They just have to feel a connection to the brand.

There’s nothing wrong with creating a niche product that’s more expensive—but if you’re mission-driven and trying to save people and planet, then your goal should be to go mainstream, expand your market, cost engineer production, and lower your retail price.

Embrace a vision that’s big enough that your goal is to get your product into everyone’s hands. And if you’re not quite sure how to make that happen – drop me a line.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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Food and Beverage Innovation, Begins and Ends with People featuring Natalie Shmulik, The Hatchery

Gooder Podcast featuring Natalie Shmulik

In this episode of Gooder I had the privilege of interviewing Natalie Shmulik, CEO of The Hatchery, a food incubator just outside downtown Chicago. The Hatchery is a powerful initiative that brings a community of innovators along the entrepreneurial path and launches the dreams of owning and running a business to communities that have not traditionally had this access. We learn about the resources The Hatchery provides and how we as a community can provide our expertise, in big and small ways. And why Natalie believes in the power of community.

“Whenever speaking with an entrepreneur, you should always make sure that if you are going to provide feedback or input or a suggestion, that you coach them to believe that the idea was their own.”

In this episode we learn:

* The genesis of The Hatchery and why it is fast becoming a beloved innovation partner to the food and beverage industry.
* The common challenges of budding and small entrepreneurial food and beverage brands.
* Why exciting innovation comes from under-represented entrepreneurial brands.
* About the symbiotic co-learning traditional CPG’s and entrepreneurial brands share in their journey with The Hatchery.
* How coach-ability is a make-or-break trait for leaders and how to vet for coach-ability in your recruiting process.
* How to become a Hatchery brand or partner.
* About Natalie’s trend forecasting super-powers and how it supports The Hatchery’s entrepreneurs.

Gooder Podcast

Food and Beverage Innovation, Begins and Ends with People featuring Natalie Shmulik, The Hatchery

About Natalie Shmulik:

Natalie Shmulik is The Hatchery’s CEO, and go-to resource for everything food business related. Along with an M.L.A. in Gastronomy from Boston University, she has a wide range of experience working with supermarkets, culinary publications, consumer packaged goods companies, and food service establishments. After successfully operating her own restaurant, Natalie was hired as a specialty consultant for one of Ontario’s largest supermarket chains where she enhanced consumer experiences through educational initiatives. Discovering her passion for innovation, Natalie was brought on as a brand strategist for the first cold brew tea company and later moved to Chicago to run The Hatchery Chicago.

With over six years of food incubation experience, Natalie has gained a unique perspective on the industry and what it takes to launch and grow a successful business. Natalie is a regular contributor to Food Business News, was recently featured in the Chicago Tribune’s 10 Business People to Watch in 2020 and received the Specialty Food Association’s award for leadership in vision. She continues to play a valuable role in branding and marketing for food businesses around the country, with her specialty in trend forecasting.

LinkedIn: https://www.linkedin.com/in/natalie-shmulik-1432313b/

Email: info@thehatcherychicago.org

Show Notes:

The Hatchery:  A non-profit food and beverage incubator dedicated to helping local entrepreneurs build & grow successful businesses.

ICNC: Industria Council of Nearwest Chicago offers entrepreneurs an innovative community to grow small businesses through incubation, workforce development, neighborhood planning, and business advising.

ACCION: A nonprofit microlender providing small businesses with loans at an early stage, particularly to support those that aren’t bankable yet.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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Leading a Family Owned CPG Through Change featuring Kim Gibson Clark, Coconut Bliss

Gooder Podcast featuring Kim Gibson Clark

In today’s episode I had the privilege of interviewing Kim Gibson Clark, CEO of Coconut Bliss, a fearless woman and a great leader. Kim takes us on the journey of growing up in a farming family and how those principles translate to her leadership style and apply to the direction she is taking her brand towards.

In this episode we learn:

  • The genesis of Coconut Bliss – and learn more about Luna & Larry.
  • How Kim’s upbringing impacts the operational and social initiatives of the brand.
  • How the HumanCo partnership allows Coconut Bliss to advance their sustainability and environmental initiatives while evolving and to meet the needs of the modern diverse consumer.
  • How having an open mind and leading with love – allows the brand to have powerful and productive conversations.
  • Why converting the family farm business, from conventional to organic, is a bigger initiative than simply making a better-for-you product.
  • How immigrants are key to the success of farming and ranching and advancing the organic movement.
  • The plans that Coconut Bliss has to expand social and business initiatives.
  • About a fun and new innovative product delivery and product offerings to engage with consumers in a new way.
Gooder Podcast

Leading a Family Owned CPG Through Change featuring Kim Gibson Clark, Coconut Bliss

About Kim Gibson Clark:

As a leader in local, national and global communities, Kim Gibson Clark has led Coconut Bliss as CEO since 2010. Throughout her time at Coconut Bliss, Kim has influenced real and impactful action in key areas, such as Coconut Bliss’ operations as an environmentally conscious company, creating transparency and insight into food production, and spotlighting the importance of supporting local and family-run businesses. As President and CEO, Kim is proud to have led Coconut Bliss’ transformation from a locally beloved ice cream company to one of the most acclaimed sustainable plant-based companies in the United States.

Kim is a board member of Oregon Tilth and Lane Food and Beverage Sector Strategies, working to make the state’s food and agriculture biologically sound and socially equitable through the initiatives of certification, education and advocacy. She is also a board member of Oregon Support Living Program (OSLP), which works to empower adults with intellectual and developmental disabilities, bringing them into the fold of their communities. Prior to working with Coconut Bliss, Kim spent eight years as General Manager of Lochmead Dairy, where Coconut Bliss Pints and Cookie Sandwiches are manufactured. Throughout her career in the frozen dessert industry she has developed an unwavering standard for quality, and a commitment to organic and sustainable business and ingredient sourcing practices.

LinkedIn: https://www.linkedin.com/in/kim-gibson-clark-a570066b

Email: Kim@CoconutBliss.com

Show Resources:

Coconut Bliss – At Coconut Bliss, all of our products contain organic ingredients that are minimally processed, ethically sourced and divinely delicious. Every dairy-free, plant-based pint, ice cream bar, and cookie sandwich is crafted with our signature care and commitment. Even our packaging is plant-based and sustainable! With a belief in quality over quantity, community, organic ingredients, and doing good for the world we try to make everything we do blissful.

HumanCo – a mission-driven private holding company that invests in and builds brands focused on healthier living and sustainability.

WAND Water Agroforestry Nutrition Development Foundation – The WAND Foundation provides social development programs with an emphasis on biodiversity, the environmental and agricultural sectors, and rural entrepreneurship for local communities in the Philippines. In collaboration with Science for Humanity, WAND aims to explore the use of treated household waste as fertilizer for crops and vegetation.

B-Corp – Certified B Corporations are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. B Corps are accelerating a global culture shift to redefine success in business and build a more inclusive and sustainable economy.

Loop – Loop Industries, Inc. is a technology company whose mission is to accelerate the world’s shift toward sustainable PET plastic and fiber and away from our dependence on fossil fuels. Loop owns patented and proprietary technology that depolymerizes no and low value waste PET plastic and polyester fiber, including plastic bottles and packaging, carpets and textiles of any colour, transparency or condition and even ocean plastics that have been degraded by the sun and salt, to its base building blocks (monomers). The monomers are filtered, purified and polymerized to create virgin-quality Loop™ branded PET resin and polyester fiber suitable for use in food-grade packaging, thus enabling our customers to meet their sustainability objectives. Loop is contributing to the global movement toward a circular economy by raising awareness about the importance of preventing and recovering waste plastic from the environment to ensure plastic stays in the economy for a more sustainable future for all.

Project Drawdown (Paul Hawkens) – The World’s Leading Resource for Climate Solutions. Founded in 2014, Project Drawdown® is a nonprofit organization that seeks to help the world reach “Drawdown”— the future point in time when levels of greenhouse gases in the atmosphere stop climbing and start to steadily decline.

Monteez – Insanely delicious plant-based dairy staples you won’t want to live without.

Miyokos – Founded on the principle of compassion for all living beings, we’re on a mission to craft dairy products we all love, 100% from plants, making them kinder, greener and tastier than ever before.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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The Unseen, Unheard and Misunderstood Naturals Consumer featuring Emily Brown, Food Equality Initiative

Imagine. You’ve recently lost your job and your infant (going on toddler) has a medical emergency that uncovers and undiagnosed condition. You child has a life-threatening allergy to several of the top known allergens. You have been relying on donations from the food services to bridge the unemployment gap. Most of the products you have access to at the food bank are filled with allergens you cannot have in your home. And your grocery bill, has just tripled from the new products you are putting in your cart. What do you do?

If you are Emily Brown, Founder and CEO of the Food Equality Initiative, you start a movement. The story of Emily and her family is a reality for many families around the world. These BFY allergen-free consumers that have (modest) incomes/budgets, are the least fickle and most loyal consumers in the market. And yet – brands are not paying attention to them. A missed opportunity by the naturals community that collectively identifies their target consumer as white, suburban, and middle- to upper-income families.

This episode exposes an opportunity for brands to see and fill the unmet needs of families most in need of their brands expertise.

In this episode, we learn:

  • What the Food Equality Initiative program is.
  • The practical and financial impacts on a family with a member living with a food allergy.
  • The percentage of families suffering from life-threatening food allergies across different races and ethnicities.
  • Why families in need, especially those with allergies, are the most loyal consumers in the marketplace.
  • Why families in need are afraid to ask for help.
  • How to understand the spending mindset of families with the leanest budgets.
  • How technology is changing the way they care for families in need.
  • How the Food Equality Initiative is partnering with brands and federal nutrition programs to educate and increase awareness about support programs.
Gooder Podcast

The Unseen, Unheard and Misunderstood Naturals Consumer featuring Emily Brown, Food Equality Initiative

About Emily Brown:

Emily Brown is an expert at turning adversity into opportunity. She is Founder and CEO of Food Equality Initiative, Inc.(FEI), a Kansas nonprofit founded in 2014 to address disparities in access to allergy friendly foods. Under her leadership, FEI established the nation’s first allergy friendly and gluten free food pantry. Since then, FEI has become a leader in the movement to increase access to healthy “free-from” foods and has distributed over $100,000 worth of foods to families in Kansas City.

Not wanting her efforts to simply be a “band aid” to an increasingly widespread health issue, Emily works to increase education, policy change and civic engagement to create real systemic change in the fight against access to safe and healthy food. Emily regularly shares her passion and experience as a national speaker under her platform Emily Brown Speaks. Promoting all forms of healthy food accesses including fresh fruits and vegetables, allergy friendly options and breastmilk; the first food.

Active in her community, Emily regularly participates in the Greater KC
Food Policy Coalition, is Co-Chair of Children’s Mercy Hospital’s (CMH) Food Allergy Family Patient Advisory Council (FAFPAC),CMH Family Advisory Board(FAB), CMH Hunger-Free Hospital Taskforce, Secretary of the Eugene Ware Elementary PTA and member of the KU Medical School Admissions Task Force.

Emily resides in Kansas City, KS with her family where she enjoys gardening, cooking with love and a good book.

Website: https://foodequalityinitiative.org/

LinkedIn: https://www.linkedin.com/in/emily-brown-866092a7/

Show Resources

Food Equality Initiative – Founded in 2014 by Emily Brown, Food Equality Initiative (FEI) is the nation’s leading organization working to increase access to allergy friendly and gluten free foods to individuals who need them the most. FEI is a registered 501(c)(3) that collaborates with healthcare providers, local and national nonprofit organizations, government agencies, schools and food manufacturers to help clients.

Poor and minority children with food allergies are overlooked and in danger – Washington Post

Free-From Foods Have Become a Movement – Food Processing

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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Reimagining Well Being Snacking with Brigette Wolf, Mondelēz International

Gooder Podcast with Brigette Wolf

Brigette Wolf is the Global Head of SnackFutures, Mondelēz International’s innovation and venture hub. She is a solutions-oriented, forward-thinking disruptor in the snacking space committed to reorienting the way food and beverage brands talk about snacking by making it a more holistic and wellness-oriented experience. She is on – a – mission.

Brigette and I discuss how she successfully led the development of this new SnackFutures division inside of Mondelēz, bringing global resources, teams, thinking and a new way of talking about healthy food inside the world of snacking.

In this episode, we learn:

  • Why Mondelēz took the plunge into better-for-you with SnackFutures, and what they’re up to.
  • How great teamwork and great culture have aided the success SnackFutures.
  • About the impact of SnackFutures sustainability initiatives.
  • What’s driving innovation in mainstream better-for-you snacking.
  • How serving consumers and employees adds value to the business.
  • What’s driving big CPG to better embrace healthy snacking, healthy eating and healthy lifestyles.
  • About the impact that Gen Z has on plant-based snacking.
  • Why we need to make healthy living affordable to all consumers.
Gooder Podcast

Reimagining Well Being Snacking with Brigette Wolf, Mondelēz International

About Brigette Wolf:

Brigette Wolf is the Global Head of SnackFutures, Mondelēz International’s innovation and venture hub.

Since its creation in 2018, Brigette has led the creation of a cross-functional ecosystem of partners around the world, launched SnackFutures’ first market hub in Australia and created five completely new brands that are currently being piloted in the US and Europe.

Brigette has played a key role in advancing the company’s innovation agenda since its inception in 2012 serving as the senior director of Global Platform Innovation for Gum, Candy and Biscuits – leading the development and launch of Trident Vibes as well as brand manager for Belvita. Brigette’s history with the company also goes back to Kraft Foods with roles including the Global Innovation Manager for Oreo and working across several of the pizza and meal brands.

Prior to being part of the food industry, Brigette worked in investment banking at Morgan Stanley and Credit Suisse First Boston.

Brigette received her undergraduate degrees from The University of Pennsylvania, The Wharton School and her MBA from Northwestern Kellogg School of Management.

LinkedIn: https://www.linkedin.com/in/brigetterwolf/

Show Resources:

Mondelēze – Mondelez International, Inc., often stylized as Mondelēz, is an American multinational confectionery, food, holding and beverage and snack food company consisting of former Kraft Foods Inc brands. Owners of some of the most iconic brands in the world, including Oreo, Tang Tobelerone, Halls, Mirla, Philadelphia Cream Cheese, Cadbury and more.SnackFutures – SnackFutures is Mondelēz International’s new innovation hub that is dedicated to unlocking emerging snacking opportunities around the world. SnackFutures will capitalize on new trends and mobilize entrepreneurial talent and technologies to build and grow small brands with large-scale potential, and leverage other growth opportunities across snacking.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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The Future of Plant Based Period Products with Denielle Finkelstein, TOP

Gooder Podcast Featuring Denielle Finkelstein

In today’s episode, we are joined by a highly accomplished retail executive with a proven track record in growing large scale businesses profitably and creating new business opportunities within brands, sharp business acumen with a keen ability to assess business conditions and manage towards opportunity with a relentless focus on the customer, Denielle Finkelstein, President and Co-Founder of TOP (the organic project). She is experienced in overseeing brand development and strategy, launching businesses, Omni-channel merchandising, marketing, international expansion and operations. She is also recognized as a passionate and strategic leader, known for relationship building.

Join us as we dive deep into healthy living, her organic business, plant-based organic period products and the challenges that come with being an entrepreneur and how to overcome them. We discuss the decisions that helped her leave the retail fashion world to focus on a passion and build a brand (from the ground up) to tackle the legacy taboo of period products, building a greener product and doubling down on the leadership and innovation that she’s been craving.

In this episode we learn:

  • The genesis of The Organic Movement (TOP) – organic/natural period products.
  • How Gen Z is changing the conversation around personal care and period products.
  • What plant-based innovation has been a game-changer for the brand and the industry.
  • How the leadership experience of a large retail brand helps, and hinders the start-up business process.
  • The challenges legacy conventional brands may have converting natural shoppers.
  • What period poverty is and how pervasive it is in the United States.
  • Denielle’s call to arms to major period product brands.
Gooder Podcast

The Future of Plant Based Period Products with Denielle Finkelstein, TOP

About Denielle Finkelstein:

Denielle Finkelstein, President and Co-Founder of TOP (the organic project) was raised in Rhode Island and graduated from Union College in Schenectady, NY. Post graduation, she moved to NYC with her future husband and started her career in fashion retail at Ann Taylor. She went on to executive merchandising roles at Coach, Kate Spade and Talbots. She was always recognized for her strength in building businesses, finding the white space and managing high performing teams. At the height of her career, she began looking for more purpose in her work and how she could do things differently for future generations.

After spending 22 years in fashion retail and sitting in the C-suite, she took the best risk both professionally and personally and left the corporate world to join Thyme Sullivan, to launch TOP the organic project. As moms, they went searching for organic period products that were healthy and safe for their girls and the environment and came away empty-handed. They have set out to build TOP as a business to drive positive social and environmental change.  TOP is bringing innovation to period products with Organic and Plant-based Tampons & Pads.  What we put in and on our bodies matters more than ever!

Show Resources:

TOP (the organic project) – We are here to educate, enlighten, and embarrass ourselves so that every girl and woman on the planet has access to healthy, 100% organic, eco-loving tampons and pads. and every step of the way, we’ll inspire stigma-shattering conversations about periods.

Poo-Pourri – We’re Poo~Pourri. A poop-positive brand dumping the shame around the things we *all* do. We deliver quality products made with natural essential oils that leave the bathroom smelling amazing and liberate you from harmful ingredients and inhibiting worries.

Beautycounter – One by one, we are leading a movement to a future where all beauty is clean beauty. We are powered by people, and our collective mission is to get safer products into the hands of everyone. Formulate, advocate, & educate—that’s our motto for creating products that truly perform while holding ourselves to unparalleled standards of safety. Why? It’s really this simple: beauty should be good for you.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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FoodNavigator-USA Summit 2020: Food for Kids: David Lemley Keynote: How To Build A Brand Kids and Parents Will Love

School closures – and tentative re-openings – have compounded stress levels for families, while COVID-19-induced economic anxiety is also straining household budgets. So how can food and beverage brands come up with enticing – but affordable – recipes, products and culinary solutions to make life easier for parents when long-established routines have been upended?

What does the ‘new normal’ look like for families and has this crisis given a boost to direct to consumer brands targeting babies, toddlers, and young children? Will the recent growth in interest in kids’ multivitamins continue, or is it risky to assume that buying patterns in 2020 provides a useful indicator of where consumers are heading in 2021?

Find out the answers at FoodNavigator-USA’s third Food for Kids summit – which is transitioning from our usual face-to-face event to an interactive broadcast series.

The series will bring five category-focused events, including:

  • The Consumer Panel
  • Kids and the Plant-Based Trend
  • Beverage Trends
  • Innovation in Action… Meet the Trailblazers
  • Meeting Children’s Nutritional Needs, from Foods to Supplements

Watch the On-Demand Event Now

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

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The Simplicity of Life and Health in a Bite-Sized Moment with Christy Goldsby, Honey Mama's

Gooder Podcast featuring Christy Goldsby

Food as medicine is not an out-of-the-box idea now. But back in 2011, it was not conventional thinking. After watching a friend struggle with food-related illness and attending the journey of wellness self-discovery, Christy went on a mission to change the diets of us all. The goal: refocus people away from diets fill with processed foods and bring back health empowerment through food choice . As she says – knowing what you’re eating may be the first step of and most powerful form of medicine.

Join Christy Goldsby, CEO and Founder of Honey Mama’s and I, as we discuss how her love of baking, innovating and caring for people developed into a healthy indulgence brand with the express goal of spreading vitality and playfulness into everyone’s life.

Innovation and change doesn’t happen in one moment. – Christy Goldsby

In this episode we learn:

  • The genesis of the Honey Mama’s brand.
  • How Christy’s health experiences combined with her baking background turned into a passion for caring for people beyond her immediate community.
  • How slowing down and being present can be a powerful leadership tool.
  • The long-term vision and impacts Honey Mama’s wants to make in the world.
  • Why brands producing snacks should innovative and promote healthy snacking.
  • How indulgent treats can boost our immune systems to prevent illnesses in more than one way.
  • Fundraising during COVID and how Amberstone Ventures is poised to help spread Honey Mama’s vision.
Gooder Podcast

The Simplicity of Life and Health in a Bite-Sized Moment with Christy Goldsby, Honey Mama's

About Christy Goldsby:

Christy Goldsby, CEO & Founder of Honey Mama’s, an award-winning premium melts in your mouth delicious, honey-sweetened cocoa bar in the refrigerated better for you indulgence category. Growing up in a family of cooks, bakers, farmers, and gardeners, the kitchen was always a place of celebration, creativity, nourishment and joy for Christy. She started Honey Mama’s as a way to share these celebrated family traditions, a passion for healthy living, and a love of the natural world. She was determined to create a treat that exudes vitality and playfulness, something you’d as likely take to a formal dinner party as enjoy on the hiking trail or share around a campfire. Made with pure honey as the only sweetener, Honey Mama’s are full of everything delightful: bold, deep flavors, and decadent textures and are naturally free from gluten, soy, dairy, and grain, allowing your body to thrive.

LinkedIn:  https://www.linkedin.com/in/christy-goldsby-30201866/

Show Resources:

Honey Mama’s – “We create opportunities that empower well-being for all people by making treats that are fun, nutritious and delicious. They are an invitation to be present, playful, open, and genuine. Our bars are full of bold, deep flavors, decadent textures, and are free from gluten, soy, dairy, and grain, allowing your body to thrive and your taste buds to celebrate. Made from five whole foods, Honey-Cocoa Bars are perfect to grab as a snack between meals, buy as a gift, or serve at your next dinner party.”

Amberstone Ventures – We started Amberstone to support entrepreneurs building breakthrough food and consumer product companies. We partner with brands at their earliest stages, providing the capital and insights necessary to scale efficiently into category leaders.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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Changing Consumers Behavior Around Happy Hour with Sharelle Klaus, DRY Soda Company

Gooder Podcast with Sharelle Klaus

In our current culture, alcoholic beverages have traditionally been the center of all celebrations. It’s how we wind down our day, relax and give ourselves a moment to rest. That is until now. Generation Z and Millennials are bucking those habits and finding better and healthier ways to relax. Part of it is self-awareness, the ability to recognize when alcohol is a crutch – rather than a treat, and some of it is “I’m not doing what my parents did”. They are normalizing alcohol-free celebrations, getting real about mental health, and creating an inclusive environment for everyone. It’s time for the sober revolution.

Sharelle Klaus and I walk through her journey of self-discovery, and the ins and outs of finding her and her brands true north. We discuss her passion to create inclusive celebrations for all people. And that sometimes, you just have to start all over.

In this episode we learn:

  • Sharelle’s aha moment that turned into DRY.
  • The story of teaming up with Sans Bar.
  • How Millennials and Generation Z are changing our relationship with alcohol consumption.
  • How to educate, socialize, and enroll behavior change for consumers.
  • How “bad news” can be the path to opportunity.
  • To trust your gut, even when you’re the only one in the room that believes it.
Gooder Podcast

Changing Consumers Behavior Around Happy Hour with Sharelle Klaus, DRY Soda Company

About Sharelle Klaus:

Sharelle Klaus is the Founder and CEO of DRY Soda Company  As the visionary behind DRY Soda Company, Sharelle has always had a passion for the culinary world and celebrating each part of a meal – including the beverage. After having four children, she didn’t want to let a lack of wine or cocktails stop her from being a part of the party. Klaus recognized an absence of refreshing, clean, non-alcoholic options in the market, and became determined to create the first line of botanical bubbly that was worthy of meal pairing. She believed savory and sweet flavors more commonly used in cuisine could offer exciting compliments to her favorite meals. In 2005, Klaus crafted the first batches of DRY in her home kitchen and officially launched DRY Soda Co. a few months later.

Klaus brings over two decades of entrepreneurial, financial and technology industry experience to her role as CEO at DRY, and oversees all marketing, strategic planning, and innovation for the brand. With guidance from some of the Pacific Northwest’s best chefs and a savvy corporate team, Klaus pioneered a new category of sparkling beverages, fearlessly leading DRY’s aggressive growth in a male-dominated industry. Prior to founding DRY, Klaus worked as a consultant for Infrastructure Management Group and Price Waterhouse. She also served as president of the Forum for Women Entrepreneurs, where she drove strategic development of programs, events, and fundraising for the organization’s 250+ Seattle-area members. Klaus has been featured by Huffpost, Forbes, Wall Street Journal, Imbibe, and others.  Klaus has also won several honors including, Seattle Business Magazine’s CEO of the year, Puget Sound Business Journal Women of Influence, and PSBJ 40 under 40.

With a keen appreciation for humor and wit, Klaus is an avid supporter of entrepreneurship and frequently speaks at professional conferences, workshops, and the University of Washington Business School, where she also participates as a judge for the Michael G. Foster’s School’s well-known business plan competitions. She is also a board member of the Aliados Foundation that builds resilient community business based on biodiversity in the Andes and the Amazon—and connect them to markets across the globe.  Klaus graduated from Seattle Pacific University with an undergraduate degree in political science and currently resides in Seattle, Wash.

LinkedIn – https://www.linkedin.com/in/sharelle-klaus-1804078/

Show Resources

DRY – Welcome to DRY Botanical Bubbly! The non-alcoholic sparkling soda perfect for celebrating any occasion. Enjoyed on the rocks or in your favorite zero-proof cocktail.

Sans Bar – We are a growing group of average people who recognize that life can be fun without alcohol.  We are sober, we are on the move, and we believe that real connection happens when people are sober.  We want to create a space that is free of alcohol and welcoming to all.  We believe that the best version of anyone’s life includes healthy socialization, helping others, and taking care of both mind and body.  Sans Bar is composed of people who want to change themselves and the world around them.  We believe positive change can happen in the smallest ways, and still yield a tremendous impact.

This Naked Mind: Control Alcohol, Find Freedom, Discover Happiness & Change Your Life (Book) – offers a new, positive solution. Here, Annie Grace clearly presents the psychological and neurological components of alcohol use based on the latest science, and reveals the cultural, social, and industry factors that support alcohol dependence in all of us.  Packed with surprising insight into the reasons we drink, this book will open your eyes to the startling role of alcohol in our culture, and how the stigma of alcoholism and recovery keeps people from getting the help they need. With Annie’s own extraordinary and candid personal story at its heart, this book is a must-read for anyone who drinks.

BevMo – a privately held corporation based in Concord, California, selling mainly alcoholic beverages.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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White Paper: DTC for CPG Brands

Why it’s time to use DTC to establish a first-party data strategy to increase your CPG Brands brand’s relevance.

Learn why food, beverage, and wellness brands are rethinking their DTC strategies to include consumer insights. As CPG Businesses have come to DTC marketing’s new frontier many leaders are looking to answer critical questions about their brand’s medium and long term viability. Key business areas of concern include:

  • Lost brand relevance due to marketplace disruption
  • Competitive pricing strategies vs. brand value
  • When the DTC bubble will burst in the new normal brought about by Covid-19

By switching to a brand-driven first-party data strategy, better-for-you brand owners are future-proofing their business and retooling for growth.

Download this white paper to learn how to:

  • Identify entrepreneurial cognitive bias and develop strategies to break out
  • Reduce reliance on pantry stocking and plan for two-way relationships with consumers
  • Reduce the risk of commoditization by leveraging first-party data to elevate brand purpose

Get this exclusive report brought to you by Retail Voodoo, the branding firm that has helped KIND, Essentia, LesserEvil, Wedderspoon, PCC Natural Markets, REI, and Starbucks build brand-driven strategies that create meaningful, sustained growth.

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

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