Food Business Marketing Podcast - Strategy, Stories, and Tips to Build a Strong Brand

People want to feel a sense of belonging. They like to be a part of something. Brands who tell a story that invites people in and offer a solution to a problem (versus just talking about themselves and what they offer) are more memorable, referable and create a sense of loyalty for all involved. Today on the Real Food Brands Podcast, host and food & bev Brand Strategist Katie Mleziva chats with Anna Bradshaw, a conversion copywriter specializing in brand story and ecommerce marketing for independent CPG brands. In this episode, we talk about how to create a brand story that makes a connection with your consumers and other stakeholders. We are going to help you figure out how to set up the problem, explain why you're the solution, and play up the outcome of using your products. In This Episode: What is conversion copywriting and how can it help you? Why customer research is at the core. How to be clear about your brand story. When the StoryBrand framework is useful, and when it's not. How to get past common roadblocks. Why it's important to look past solutions and focus on outcomes. Where to communicate your brand story. How to strike a balance in your customer communications. Resources: Anna Bradshaw @Anna_K_Bradshaw on Instagram Connect with Anna on LinkedIn Connect with Katie on LinkedIn Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website

Your brand strategy serves as a "North Star" to align the front and back end of your business as you scale. But how do you know if what you're doing is working? In this episode of the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva goes over the difference between a product and a brand, the difference between a brand refresh and a rebrand, a quick 3C's review and six signs you should rebrand your food business. In This Episode: Why a great brand strategy starts with the three C's: Competitors, Consumers, and Company. The difference between a product and a brand, and a rebrand versus a brand refresh. What to do if you just aren't excited about your brand anymore. How to listen to feedback and when it's time to consider a rebrand. What to do if you feel like the market is shifting around you. When you need to rebrand to align your portfolio. Why you shouldn't jump right to a rebrand without careful consideration. Resources: Podcast Ep #27: How Brand Strategy Brings Consistency, Efficiency and Value to Your Company Podcast Ep # 45: The 5-Minute Food Business Brand Strategy Formula Ep #23: How to Find Your Unfair Advantage Connect with Katie on LinkedIn Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website Nosh.com

Influencer marketing is a key strategy for growing food brands large and small, but how you go about finding influences and what you do once you've connected with them can vary widely based on your goals. For many of us, it can be hard to even know where to start. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva gets a chance to catch up with Elexis Schroder, Founder of SchroderHaus, a Marketing Communications firm based in Denver, Colorado. In this episode, we talk about how to create an influencer marketing strategy that works with your brand's goals and budgets -- and the keys to making it work for you no matter what size of brand you are leading. In This Episode: How marketing has changed with the increase of social media. Why influencers should be a key component of your marketing strategy. Why influencer marketing is never one-size-fits-all. How to identify the right influencers for your brand. Why the best influencers are often right under your nose. Why it all comes back to your marketing goals. How to send samples in a way that is sure to get influencers talking. The 5 tips to activating your influencer campaign with success. Resources: SchroderHaus Marketing Communications @SchroderHaus on Instagram Connect with Elexis on LinkedIn Connect with Katie on LinkedIn Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website

Creating your point of difference can be a big challenge, especially in a crowded category. Our guest today has been able to do that and more, growing a product in an incredibly popular category into a brand with national distribution. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva sits down with Abe Kamarck, CEO and Founder of True Made Foods. In this episode, we talk about how he's been able to get his all-natural ketchup product to a point where national brands are taking notice. In This Episode: How Abe's Italian background helped inspire True Made Foods. Why he decided to create healthy ketchup, barbeque sauce, and sriracha. Why 5-year-olds can be the best taste testers. The mistakes he made along the way. Why emphasizing your point of difference is so important. The difference between ketchup and other categories. How Abe grew True Made Foods into a nationally distributed product. Resources: True Made Foods @TrueMadeFoods on Instagram Connect with Abe on LinkedIn Connect with Katie on LinkedIn Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website

While your marketing and sales plans are important steps to building your brand, you need to back them up with solid forecasting and demand planning if you want to grow your food business in a profitable way. Everything from efficient ordering and production planning to making sure you can properly serve your customers hinges on the work you do in this area. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks with Alex Duong, Founder – Ancient Provisions. In this episode, we talk about how to balance your sales projections with the lead time you need to hit those goals, and how to plan for growth. In This Episode: The difference between forecasting and demand planning, and the pillars of each. Why forecasting and demand planning are essential when you're planning for growth in your food business. The different factors that come into play when you're forecasting. How to avoid analysis paralysis. Striking the right balance between risk and potential for growth. Why communication with your co-packers about lead time is essential. How to identify what's driving your lead times. Resources: Ancient Provisions Connect with Alex on LinkedIn Connect with Katie on LinkedIn Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website

Stopping power is everything when you're trying to compete in a crowded category -- in the grocery store or online. How do you create a brand that jumps off the shelves and stands out from the rest? Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva sits down with Candice Crane, Founder and CEO of Petal Sparkling Botanicals, a brand that stops you in your tracks when you see it. In this episode, we talk about how Petal has been able to stand out in a crowded category and grow so fast in just a year and a half. In This Episode: How Candice's South African roots lead to her create Petal Sparkling Botanicals. The story behind Petal's unique logo and package design. How Petal has grown to be in almost 700 locations nationwide in just a year and a half. Why there's no substitute for talking in-person with people about your product to hear feedback first hand. How having a complex flavor profile serves a growing segment of people choosing to skip the alcohol. The joys and challenges of balancing life as a mom and a food startup CEO. Resources: @DrinkPetal on Instagram Petal Sparkling Botanicals The 5-Minute Food Business Brand Strategy Formula Edible-Alpha Connect with Katie on LinkedIn Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website

Brand strategy is an essential part of building a business that will grow, but we see a lot of food businesses make the same mistakes when it comes time to actually put it into action. On this episode of the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva goes over the four most common brand strategy mistakes, and what to do if you think you might be making them. In This Episode: The resources Real Food Brands is offering to help you build your brand. How to differentiate your brand in the market. The question you need to ask yourself about how to make your brand stand out. Why consistency is so important in all of your brand's materials. How to use the "one-room test" to see if your brand is showing up consistently in the marketplace. Why "I" and "we" are dangerous words to overuse in your marketing copy. Why many founders forget to communicate their brand strategy to their team, and what to do about it. Resources: Podcast Ep #2: How to Start Building and Documenting Your Brand Strategy Podcast Ep # 18: 3 Ways to Rally Your Team Around Your Brand Ep #23: How to Find Your Unfair Advantage The 5-Minute Food Business Brand Strategy Formula Edible-Alpha Connect with Katie on LinkedIn Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website

Having one integrated marketing plan, versus a more ad hoc and piecemeal approach, helps make sure that all of your efforts are consistent, coordinated and focused on creating a purchase cycle that eventually turns your customers into brand advocates. Between the visuals and the brand story that you're telling, your content is your chance to draw people in, build trust, and have a genuine conversation with your customers. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks with Chelsea Rainey, the Founder of Culinistics, which helps aspiring food and beverage entrepreneurs create a powerful brand story, focus their brand strategy, target their ideal customer, and showcase their signature offer through mindset coaching and research-based creative design. In this episode, we talk about how to develop your content strategy, maintain consistency across channels, and avoid burnout. In This Episode: The key pieces that should make up the backbone of your content strategy. How to maintain consistency across online and offline content. How using the three pillars approach can help keep your content consistent. The difference between creating content and strategizing content. How to develop content with a specific purpose in mind. The questions Chelsea walks her clients through to develop a content strategy. Resources: Culinistics Find Chelsea on LinkedIn Real Food Brands Marketing Roundtable Facebook Group Brand Checkup Scorecard RFB Round Table Mastermind info Ways to work with Katie 1:1 Connect with Katie on LinkedIn

We talk a lot on the Real Food Brands podcast about having a Brand Strategy in place to align everything on both the front and back end of your food business to deliver on your brand's vision. The same concept holds true within every area of your business; your strategy needs to come to life through your operations, marketing, customer service...even Amazon. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva is joined by Shannon Roddy, an Amazon expert who helps brands develop their Amazon strategy and grow their businesses on Amazon. In this episode, we talk about how to build brand equity, control who's selling your product and why Amazon is so important as a product research and branding platform. In This Episode: Why the value of selling on Amazon goes beyond just sales. The differences between Amazon Vendor Central and Amazon Seller Central. Why you shouldn't rely on Amazon for too much of your sales mix. How to get more control over your Amazon listings. Strategies to protect your brand on Amazon. The keys to creating a good product listing. The special offer Shannon put together for Real Food Brands listeners. Resources: Special Offer: Free 10 Minute Food Brands Course (get your free 1:1 session with Shannon if you purchase the full Amazon Success Strategies by 1/31/20 using this link) Find Shannon on LinkedIn Real Food Brands Marketing Roundtable Facebook Group Brand Checkup Scorecard RFB Round Table Mastermind info Connect with Katie on LinkedIn Real Food Brands Episode 24: Building Trust With Brand Consistency with Ainsley Moir Real Food Brands Episode 40: Reprise: Using Email Marketing to Build Your Food Brand with Anna Sonnenberg

Having a well-defined brand strategy in place for your natural food company helps you clarify a message that resonates with your consumers, and makes stakeholders like buyers and investors to want to learn more. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks to Maria Garcia Brennan and Pete Brennan, co-founders of Soñar! Foods, an organic grain-free tortilla chip company that brings a focus to uplifting the Latino community as part of everything they do with their business. Katie highlights Soñar! as an example of a natural food brand that is well-aligned on both the front and back end of the business when it comes to supporting the brand strategy, or "north star." In This Episode: Why a question from their daughter lead Maria and Pete to start Soñar. How Maria and Pete met and combined their experience to start Soñar!. What it looks like to align a company with your brand strategy from the top down. What it means to be certified as a B Corp. How pursuing more than profits helps keep Soñar! grounded. How their mission extends to their packaging. The trade shows they did that helped them grow their brand. Resources: BCorporation.net Soñar! Foods Find Pete on LinkedIn @SonarOrganic on Twitter Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website Brand Checkup Scorecard Connect with Katie on LinkedIn Expo West 2020 Pitch Slam Application

There's so much that goes into developing and documenting the brand strategy for your food business, but if you want to pare it all down to the basics to define or refine your strategy in just a few minutes, this formula will help you get you started. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva does just that, with her V+3 C formula. That stands for Vision, Competitor, Consumer, and Company - the four things that can guide your efforts to create a meaningful point of difference for your brand so you can meet your consumers' needs in a way your competitors can't, or won't. In This Episode: What Katie would do if she only had five minutes with a brand. The V and 3 C's of Brand Strategy for food and beverage companies. Thought starters to articulate your vision for your business. Why a vision statement is so important for your team. Why every brand needs to know what's going on with its competitors. How to define your primary and secondary consumer. What psychographics are and why they're even more important than demographics. How to define your company's unfair advantage. The three P's that can help you further define what you do best and communicate it to your team and other stakeholders. Why it's so important to put pen to paper. Resources: Simon Sinek's TED talk, "How great leaders inspire action" Edible-Alpha Katie's LinkedIn profile Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard and join the email list here)

Figuring out how to compete in a new, or underdeveloped, food or beverage category is a challenge -- especially if you're a disruptive natural foods business determined to shake things up! Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva takes us back to revisit a great episode with Amy Zitelman, Co-Founder and CEO of Soom Foods, to talk about how they build relationships with influencers like food bloggers and top chefs to create excitement for a relatively underdeveloped category in the US. When thinking about marketing it can be easy to put selling your product as the focus. However, as Soom Foods has shown, by going a step further and focusing on building strategic but genuine relationships, successful promotion comes as a natural byproduct! The original episode covers a lot of great topics about Soom Foods' marketing tactics, but we also have an update from the team about how things have been going since we recorded the episode and what marketing tactic is really working well for them to build relationships today. In This Episode: How Amy and her sisters started Soom Foods How Soom built awareness for tahini, a relatively unknown product in the US market Why it's important to have a diverse team with complimentary skill sets How to find and build genuine relationships with influencers, including bloggers and award winning chefs How Soom utilizes user generated content (recipes) in social media How to build associations with adjacent food categories to bring awareness to your own product How demos can help build your brand even if store traffic is slow that day Why Amazon can help small food businesses build an online presence How the Soom team uses social media to build something meaningful beyond sales What single # skyrocketed their visibility on social media Resources: Soom Foods Website and Instagram Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here) Chef Michael Michael Solomonov — Zahav restaurant and cookbook

Do you ever feel like you're starring in your very own David and Goliath story as you try to take on big brands for market share and shelf space? Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva has a conversation with Matt Parry, founder of the Good Crisp Company, the canister chip brand that has replaced Pringles on all Virgin Australia and Tiger flights, is stocked in more than ten thousand supermarkets across the US, and is in the top ten fastest-growing brands in Whole Foods stores. In This Episode: How Matt's desire for a healthy snack for his daughters became a fast-growing brand. Why Matt was able to look at his brand as both a marketer and a customer. When your point of difference can become your competitive advantage. The appeal that smaller brands have with customers. Why they're as comfortable in Walmart as they are in Whole Foods. How Matt navigated the broker system. The importance of peer networking. What the Good Crisp Company does on social media and how they work with influencers. Resources: @TheGoodCrispCompany on Instagram Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

There are many different ways to grow your sales numbers. You can increase your market penetration, by going deeper within your existing market in order to reach new customers. You can focus on market expansion, moving into new geographical areas to find new people. Finally, you can increase buy rate, finding new ways for your existing customers to use your product so they buy it more frequently. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva breaks down how to think about alternative usage ideas for your brand. These are new and different ways for your customers to use your product they already buy and love, which hopefully leads them to buy it more frequently. We have a few ideas to get you started, but what we really want to happen is that we're able to spark some ideas of your own based on what you know about your products and consumer. In This Episode: Three approaches for growing your sales. What an alternative usage is and how you can learn from Elmer's glue. How alternative usages can result in incremental growth. Why your product might work for something that may surprise you. How to brainstorm new usages for your product. 10 ideas to get started. How to take advantage of alternative usages to market more effectively. Resources: Katie's LinkedIn profile Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

While optimism can get us far in the natural food business, you also need to spend some time thinking about what could go wrong. Planning for the worst-case scenario means that you can more confidently move forward with a positive outlook, knowing that you won't get blindsided if things don't go as planned. No matter what phase of business you're in, it's worth it to invest time to think ahead to what could go wrong. This could be applied to any area of your business (e.g. new product launch, distribution issues, supplier shortages, etc) but our focus here is on PR crisis planning. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks with Jeff Hahn, Owner and Head of Strategy for Apron Food PR. His new book, Breaking Bad News, which launches soon, teaches you how to communicate with your audience and customers about any crisis. In This Episode: Why everyone needs a crisis communications plan. Jeff's five-step framework for developing a food PR crisis communications strategy. Why getting the right people together in a food PR crisis is often the trickiest part. How to issue a holding statement to buy yourself time. A framework for figuring out the right message to say. The balance your spokesperson needs to strike. How to choose the right method of delivery for the job. Resources: Apron Food PR Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

Recently many online gurus have been identifying email as the next big thing, but it has really never gone away. Social media still has its place, but ultimately, it's something that you rent because they can completely change the game on you at any moment. Email is something you own—even with algorithms sorting you into different inboxes you can still get through to the right audience if you're careful about your approach. Today on the Real Food Brands Podcast, we're looking back at Ep #19: Using Email Marketing to Build Your Brand, where host and Brand Strategist Katie Mleziva sat down with Anna Sonnenberg, Owner of Sonnenberg Media, to talk all things email marketing. If you're newer to the Real Food Brands podcast we wanted to make sure you didn't miss this excellent episode, and even if you've heard it before, Katie adds some tips at the top of the podcast to build on what they covered the first time. In This Episode: Why quality is so important for an email list. Creative ways to offer value to your subscribers. Why email is an important part of your integrated marketing strategy Why email is the perfect place to share your brand's story How email can be used to drive sales both online and in brick and mortar stores How to use email to solicit customer feedback How feedback helps your customers feel invested in your brand Why email gives you more ownership over your audience than social media How often you should email How to balance the types of content in your emails Why you should link ecommerce with your email marketing service Ways to use automated emails Resources: Sonnenberg Media How to Get Started With Email Marketing Ep #19: Using Email Marketing to Build Your Brand RFB Round Table Mastermind Groups Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

Whether you're just starting out or scaling your food or beverage business, there are so many things to do that you can't possibly do them all (well) at the same time. The key is to figuring out how to prioritize so you can turn your laser-like focus into a competitive advantage. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks with Ainsley Moir, Founder and Lead Brand Strategist of the Healthy Food & Beverage Group, about how to set your priorities with a Strategic Mapping exercise, including the 8 Strategic Priorities Katie had adapted specifically for food and beverage companies. You'll also hear how Katie and Ainsley recommend finding the right people and resources at the right time for your business. In This Episode: The 8 Strategic Priorities you need to consider for your business. What the CUBES method of goal setting is and how to use it. Why small teams especially need to focus on focusing. What you can get from the two RFB Round Table Mastermind groups for early-stage and scaling brands. Why it's important to align every member of your team around your brand strategy. More info about the Food and Beverage Growth Summit that Ainsley hosts. Resources: RFB Round Table Mastermind Groups The Food and Beverage Growth Summit Ep #24: Building Trust With Brand Consistency Build Your Healthy Food and Bev Facebook Group Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

One of the most frequently asked questions is how to scale a business into a national brand. The answer definitely requires more than one podcast episode, but today we have an opportunity to talk to a food company founder who has done it and hear the lessons he's learned along the way. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva sits down with Scott Demers, co-founder of Scott & Jon's premium frozen seafood meals. We learn how the brothers made the decision to leave their jobs to launch their business and start their journey to becoming a national brand. In This Episode: How Scott & Jon evolved their business and brand over time. Why having no capital can be a gift when you're starting out. Scott and Jon's simple litmus test for deciding to rebrand. How the brothers identified a white space they could occupy in the frozen food category. Why outsourcing their salesforce worked for them. The connections that helped them pivot their product. How to find the right brokers who will grow with you. Why Scott obsesses over the in-store experience. Resources: Natural Products Expo East Natural Products Expo West Summer Fancy Food Show Frozen and Refrigerated Buyer The Shelby Report Ep #23: How to Find Your Unfair Advantage Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

Being an entrepreneur and building your food brand is not easy. Having a trusted circle of other entrepreneurs in your life to share your opportunities and hurdles to help you determine the best path forward can make all the difference. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva tells us why building a peer community for yourself as an entrepreneur is so important when building your food brand. Katie is going to be offering a Food & Beverage Entrepreneur Mastermind group this Fall, and she wants you to be aware of that opportunity, however, the Mastermind won't be right for everyone and there are many ways to connect with peers to build your trusted circle! In This Episode: How building your peer community can help you build your brand. Why Katie is starting a Mastermind group for food & bev entrepreneurs. How local food and beverage organizations near you can help you get to the next level. Why you only get out what you put into local groups. The benefit of connecting with entrepreneurs across industries. How Facebook groups can help you find a community on specific topics. How to prepare to network at live events. Why making your own meetup can sometimes be the best way to connect. Resources: Podcast Ep #1: Why Real Food Brands is Launching a Podcast About Food Marketing Katie's LinkedIn profile Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

Brand strategy and marketing can be really confusing for a lot of people. There are a lot of options out there, and in order to make the right decisions, you need to lay a strategic foundation for your brand. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks through her 3-step framework for developing and implementing a brand strategy to make sure that everything you do helps you achieve your business vision and objectives. In This Episode: Why a brand strategy is essential for your business' success. The 3-step framework Katie uses when she works with natural food and beverage businesses to develop a brand strategy. How to identify where you meet your ideal consumer's needs in a way your competitors can't or won't. Why it's so important to understand the competitive landscape in your category. How to think about your brand's unique offer. The evolving ways that we think about ideal consumers. How to align your team around your brand strategy. Katie's tips and tricks to activate your brand strategy. The "one room test" you can do to look at whether or not all of your marketing is working together. Resources: Ep #23: How to Find Your Unfair Advantage Katie's LinkedIn profile Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

There's an old saying that if Henry Ford would've asked people what they wanted, they would've said, "A faster horse." Being a challenger brand in an established food category means you need to be willing to shake up the status quo and take the risks that bigger brands won't. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks with Fred Hart, Creative Director and Partner at Interact Boulder, an entrepreneurial branding and packaging design agency obsessed with the food and beverage industry. We talk about what you can do to stand out as a small to mid-sized food brand, and the three design tips Fred has to differentiate yourself on shelves as well as examples of brands that have done it. In This Episode: Why brands need to think about more than just branding and packaging from the get-go. How to challenge the category, not the consumer. What BOOMCHICKAPOP did to stand out in a crowded category. The dangers of being different for difference's sake. Why people don't read, they recognize. How Boxed Water used packaging to differentiate themselves. How to take advantage of color to stand out. Why imagery is key to recognition. Resources: Interact Boulder Fred's LinkedIn Profile "The restaurant owner who asked for 1-star Yelp reviews" BevNet Nosh The Edible-Alpha Podcast Katie's LinkedIn profile Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

Sometimes you get a brilliant, game-changing idea and the best thing is to get it to market as quickly as possible. The problem is that it's not as easy as coming up with a great recipe in your kitchen and then immediately scaling it. You need to source commercial ingredients, work around suppliers' and co-packers' limitations, and make sure you have the certifications your brand needs to reflect your values. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks with Emma Nelson, Principal at G'Day Foods. She uses her expertise in commercial development to help brands make their products work at scale. In This Episode: How Emma got into the food industry. Her three biggest tips for getting a product to market more quickly. What makes for commercially available ingredients. Why you need a "gold standard" formula. The importance of understanding your co-manufacturer's and suppliers' timelines. Why working with suppliers is a give-and-take relationship. Why it's so important to know where you can make concessions with your formula. The factors you might not consider when you make a go-to-market timeline. Resources: G'Day Foods BevNet Nosh Taste Radio Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

Building a relationship with grocery retailers is about more than just making a great product they can put on their shelf. You need to have a real understanding of who your consumer is, what else they put in their shopping carts, and why your food or beverage brand provides value to a store beyond the profit margin on an individual sale. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks with Dan Lohman, a CPG and Natural and Organic Industries Strategic Adviser. His company, Brand Secrets and Strategies, helps provide brands with actionable insights and strategic solutions to get on more store shelves and into the hands of more shoppers. He's also the host of the Brand Secrets and Strategies Podcast. In This Episode: Why category management is so important for developing deeper relationships with retailers. What most people get wrong about category management. How to focus on market basket to help grow your retailer partners' total sales. The questions you need to ask to develop your brand story. What retailers want to see to justify stocking your product. Why you don't want to have to keep reacquiring the same customer. Why issues at the store ultimately reflect on your brand, not the retailer. How to get data and what to do with it. What Dan did when a competitor showed up with a big check to get his product off the shelves. Resources: Take a Course with Dan (If you enjoyed the podcast, please this unique affiliate link for Dan's courses!) Brand Secrets and Strategies The Brand Secrets and Strategies Podcast Secrets 115: SUCCESS = Brand Strategy + Execution With Michael J. O'Donnell From The Belmullet Food and Beverage Group Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

Research and Development (R&D) is one area many brands need help with in order to bring an idea to life with new product samples or to scale your recipe to production level. In this episode of the Real Food Brands Podcast, host Katie Mleziva sits down with Lindsay Wisener, an independent beverage development consultant working on everything from baby formula to plant-based protein drinks. She's the Owner/Principal Consultant at WiseBev, and shares with us the ins and outs of product development. In This Episode: Hear Lindsay's path to owning her own beverage development lab. How small businesses can get what they need from R&D experts. Why flexibility is key to a successful development process. What you need to know when you work with R&D. The role packaging plays in which shelf your product winds up on. How to effectively develop new product lines and extensions. The key to great product testing. Resources: WiseBev Lindsay Wisener LinkedIn Food Navigator Katie Mleziva LinkedIn Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

Where do you find inspiration? Today on the Real Food Brands Podcast, host Katie Mleziva walks us through what she does when she or her food and beverage company clients need to find new insights and innovations. In This Episode: How to prepare for inspiration when it may strike at any moment. Why getting out of your office or production facility is so important. Why traveling is a great time to find new ideas to bring back home. The best way to find inspiration in other aisles than your category. What to look for when you visit other stores your ideal audience loves. How a DIY food combination can represent an opportunity. Why kids are great people to ask for feedback. Finding alternative distribution opportunities, such as sporting goods stores. Resources: How Brooklyn Delhi Blends Cultures in Taste and Design podcast episode Key Insights From Natural Products Expo West podcast episode Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

Getting started with your food startup, or scaling to the next level can be exciting. You get to share something you love with new people, and (at some point) make some money for your efforts. As you start making moves to make your passion into your career, however, you'll run into some problems if you don't have a clear idea of who you're marketing to and how you want to grow. Today on the Real Food Brands Podcast, host Katie Mleziva has a conversation with Sari Kimbell, Founder of Sari Kimbell Consulting and creator of Food Business Success, a consulting agency that helps food startups plan for growth. She shares with us the 5 mistakes she sees food startups make, and how to avoid them. In This Episode: Sari's path to becoming a food startup consultant. Why bootstrapping may be necessary, but can cause problems down the road. The reason belief in your product is so important when you're starting out. Why pricing correctly from the beginning is so important. How to factor in the Cost of Goods Sold (COGS). The hidden costs selling on Amazon. Why it's so important to develop a clear plan for growth. Why you want to define your brand strategy from the start. Where to reach out for help. Resources: Sari Kimbell - Food Business Consulting Food Business Success Why a Clear Brand Strategy Matters When Seeking Financing With Tera Johnson The Food Business Success Facebook Group Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)

Working with co-packers, co-manufacturers, and everything else required to get your brand onto shelves that matter can be a daunting task for the sharpest entrepreneur. Making sure that you're consistently delivering at the quality level you expect while staying within your budget is the secret to long-term growth. This week on the Real Food Brands Marketing Podcast, host Katie Mleziva sits down with Sandro Gerbini, founder of Gatherer's Granola and Empire Co-Packing, to get into the nitty-gritty of how you take a product that works at small scale and make the logistical decisions you need to see wider distribution. In This Episode: How Sandro started a granola company, and why quality concerns drove him to start his own co-manufacturing business. Why consistent quality means everything in contract manufacturing. How finding the right contract manufacturer frees you up to focus on marketing your brand. What the difference is between contract manufacturers, co-packers, and private brand manufacturers is, and where there is overlap. Why geographic proximity to a contract manufacturer matters. How integrated ingredient sourcing, production, and packaging makes a difference to your bottom line. How you can make sure your contract with a co-manufacturer is rock-solid. What fees most contract manufacturers add to invoices and what they mean. What mistakes most brand owners make when they're trying to scale, and how to avoid them. Resources: Gatherer's Granola Empire Co-Packing FMI Emerge How FMI Emerge Helps Brands Find More Shelf Space Podcast Episode Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

The Natural Products Expo West show is an exciting gathering of people dedicated to shaking up shopping carts, and the energy was infectious. The convention covers 555,000 square feet of booths and brings in over eighty-five thousand people over the course of a week. Real Food Brands Marketing Podcast host Katie Mleziva is back with insights on where the industry is headed and what trends you can tap into for your brand. In This Episode: The Color Blocking packaging trend. Is CBD an ingredient or a brand foundation? How to start thinking about functional foods. Why functional carbonated beverages that replace soda have big potential. New trends to pay attention to in the plant-based foods and snacks space. How protein and snacking go together. The tricks and traps of sugar replacement. Why bars and balls are worth looking into, and how to stand out in a crowded market. Resources: Natural Products Expo West RFB Ep #23: How to Find Your Unfair Advantage Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

In this episode of The Real Food Brands Marketing Podcast, Host Katie Mleziva talks about why your brand strategy should come first as you launch or scale your food or beverage business. Katie shares four ways that documenting your brand strategy supports your business goals: clarifying your vision and setting your north star, streamlining decision making and aligning your team, preparing for buyer and investor meetings and saving you time and money. In This Episode: The Three C's of brand strategy: Competitors Consumers Company Why a documented brand strategy is so important Documentation clarifies your vision and helps with decision making Decisions are streamlined and more consistent Aligning your team with the vision becomes easier, saving time and money Buyers and investors can better understand your strategy, giving them more confidence in your brand's ability to win at shelf Resources: RFB Episode #2: How to Start Building and Documenting Your Brand Strategy RFB Episode #8: How to Define Your Ideal Audience Using Personas RFB Episode #23: How to Find Your Unfair Advantage RFB Episode #15: How to Activate Your Brand Strategy Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Kara Hanninen, Founder and CEO of Craveity Marketing, joins the Real Food Brands Marketing Podcast to discuss all things social media marketing, from choosing the right platform, to ads, to influencers...and more! In This Episode: Why Kara moved from digital marketing ad agencies to her own mission focused food related marketing firm. Seven important things to consider when creating your integrated social media marketing plan: Planning and strategy Choosing the right platforms How to approach influencer marketing What kind of social media content you should be posting Scheduling your social media posts How to use social media ads effectively Using social media as part of a larger integrated marketing plan Resources: Check out Kara's list of social media tools and resources here Real Food Brands Marketing Roundtable Facebook Group Real Food Brands Real Food Brands Instagram Good Food Expo

Alli Ball, Creator of Retail ReadyTM and Founder of Allison Ball Consulting, returns to the Real Food Brands Marketing Podcast to discuss selecting the right food & bev industry trade show events and maximizing your trade show success, as well as tips to avoid common pitfalls. In This Episode: Why Alli decided to start Retail Ready Why industry trade shows are not about making direct sales How to determine if your business is ready to be at a trade show Why it is generally better to start with smaller regional shows Four common traps that businesses fall into: Being unprepared for questions Not having a sample strategy Not trying hard enough to collect buyer information Failing to follow up with buyers after the show How to prepare and strategize for a trade show Resources: Allison Ball Consulting Retail Ready Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Ainsley Moir, Founder and Chief Brand Engineer of Engineer Your Brand, joins Katie Mleziva on the Real Food Marketing Brands Podcast to discuss the value of consistency in everything you do in both the front end and backend operations of your business in order to build your food or beverage brand. In This Episode: Why Ainsley was inspired to start her own company while working in CPG at a large food company. How taking a brand management mindset will help you and your team build your brand. Why your brand is more than a logo, and your marketing is so much more than advertising and promotions! "The Four P's of Marketing" Pricing Product Placement Promotion Why you must have consistency in your branding across ALL areas of your business. How packaging consistency helps customers trust your brand more How small things matter, and simple tweaks can often lead to better brand consistency and building trust. A special deal for listeners to access Ainsley's Build Your Healthy Food & Beverage Business Virtual Summit. Resources: Engineer Your Brand Access the Build Your Healthy Food & Beverage Business Virtual Summit Branding Beyond Logos (book) Real Food Brands Marketing Roundtable Facebook Group Real Food Brands (scroll down to access the Brand Checkup Scorecard)

Join host Katie Mleziva as she outlines ways to identify theunique "unfair advantage" that sets your food or beverage brand apart from the rest of the market. In This Episode: Three ways of looking at your main strengths Your product: What is it that makes your food product stand out? Is it a completely new kind of product, or if it is a commodity product, what about the ingredients or the story makes it uniquely beneficial to your customers? Your people: Starting with yourself, what about your personal and professionalstory sets your brand apart from the rest of the market? Is there someone in your team who brings a unique benefit to your business, and if so, how can you translate that into a story for your consumers without focusing too much on that one person? Your process: What about your process, whether on the front end or behind the scenes, allows you to have an "unfair advantage" over your competition? Does your location provide a unique advantage or story? Examples of unique advantages from various businesses A sneak peek at Real Food Brands new Food & Beverage Mastermind coming later this year Resources: Katie's interview with Joe Henry of J. Henry Bourbon Katie's interview with Chitra and Ben of Brooklyn Delhi Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Joe Henry of J. Henry Bourbon joins the Real Food Brands Marketing Podcast to discuss the importance of setting a brand strategy and then delivering on your promises through consistent operational and marketing excellence in order to help your company stand out in a crowded marketplace. In This Episode: The story behind the J. Henry & Sons Wisconsin Straight Bourbon brand strategy How J. Henry revived of a dormant heirloom corn to help create a unique mash bill Why J. Henry put quality over profit to age their bourbon for five years before their initial release How the wildly inconsistent weather in Wisconsin actually benefits the bourbon aging process Why sampling is so important for smaller food and beverage companies Why saturating your core market(s) is important before expanding too quickly How to turn onsite events and demos into memorable experiences that create brand advocates Resources: J. Henry Bourbon J. Henry Instagram (@jhenrybourbon) J. Henry Facebook Wisconsin Foodie Episode at J. Henry Farm Outstanding in the Field Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Join host Katie Mleziva as she discusses the ways a clearly defined brand strategy can keep you on track to meeting your goals and help you bring more value to your customers. In This Episode: A quick overview of what should be included in a brand strategy How a brand strategy guides you towards your goals Why action does not necessarily equal progress How to refine and update your brand strategy Why your brand strategy needs to be clear to your entire team Resources: How to Start Building and Documenting Your Brand Strategy Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Chitra Agrawal and Ben Garthus, founders of Brooklyn Delhi, join the Real Food Brands Marketing Podcast to discuss taking inspiration from their personal backgrounds and leveraging their professional expertise in food blogging and packaging design firm to start their own food company. In This Episode: The story behind how and why Ben and Chitra started Brooklyn Delhi How Ben and Chitra educated consumers about their new product How choosing a product name can affect your target audience How Brooklyn Delhi got their product placed in Blue Apron meals Why Brooklyn Delhi takes a fusion style approach to their products rather than a more traditional Indian approach How Ben captured the cultures of both India and New York in their packaging design Tips for great packaging design Why a creative brief is an important part of creating package design Resources: Brooklyn Delhi ABDCs of Cooking Garden Haus Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Anna Sonnenberg, Owner of Sonnenberg Media, joins Katie Mleziva on the Real Food Brands Marketing Podcast to discuss email marketing strategy as part of your integrated marketing plan, and why email is certainly not dead. In This Episode: Why email is an important part of your integrated marketing strategy Why email is the perfect place to share your brand's story How email can be used to drive sales both online and in brick and mortar stores How to use email to solicit customer feedback How feedback helps your customers feel invested in your brand Why email gives you more ownership over your audience than social media How often you should email How to balance the types of content in your emails Why you should link ecommerce with your email marketing service Ways to use automated emails Resources: Sonnenberg Media How to Get Started With Email Marketing Real Food Brands Marketing Roundtable Facebook Group Real Food Brands Connect with Katie on LinkedIn

Katie Mleziva, Host of the Real Food Brands Marketing Podcast offers three simple ways you can engage your team to help you build a strong brand. In This Episode: How your team plays a critical role in building your brand The origin of the word "brand" and how it's still relevant today Three steps to help your team "ride for the brand" Define, document, and share your brand strategy Ask for input from your team Let your team know how important they are Why you should include your team in both celebration and problem solving Resources: Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Amy Zitelman, Co-Founder of Soom Foods, joins the Real Food Brands Marketing Podcast to discuss building awareness and trial of the tahini category in the US market. In This Episode: How Amy and her sisters started Soom Foods How Soom built awareness for tahini, a relatively unknown product in the US market Why it's important to have a diverse team with complimentary skill sets How to find and build genuine relationships with influencers, including bloggers and award winning chefs How Soom utilizes user generated content (recipes) in social media How to build associations with adjacent food categories to bring awareness to your own product How demos can help build your brand even if store traffic is slow that day Why Amazon can help small food businesses build an online presence How the Soom team uses social media to build something meaningful beyond sales What single # skyrocketed their visibility on social media Resources: Soom Foods Website and Instagram Real Food Brands Marketing Roundtable Facebook Group Real Food Brands Chef Michael Michael Solomonov -- Zahav restaurant and cookbook

Ryan Pintado-Vertner, Founder of Smoketown LLC, joins the Real Food Brands Marketing Podcast to discuss how solving problems for your customers fuels innovation. In This Episode: Why building an innovation pipeline is so crucial for food brands How food businesses can build their own innovation pipelines How to create empathy for your customers How to balance short-term wins with longer term disruptive innovation Why you should focus on solving problems for your customers Resources: HBR: What Your Innovation Process Should Look Like Smoketown Website Ryan Pintado-Vertner Linkedin Foodscape Group (the producer of Meta Trends report referenced by Katie) Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Join host Katie Mleziva as she discusses the importance of taking a Brand Management approach to integrate your brand strategy into every aspect of your food business. In This Episode: Why it is important to be present and engage with your customers face to face Defining the term "brand management" How every aspect of your brand is tied together Ways to align your business around your brand and activate your strategy for a better customer experience This includes: Marketing Product Formulation/Ingredients Operations Packaging R&D And more! Resources to get started creating an integrated brand strategy Resources: Podcast Episode #2: How to Start Building and Documenting Your Brand Strategy Real Food Brands Marketing Roundtable Facebook Group Real Food Brands Real Food Brands on Instagram

Carrie Arndt, Senior Research Executive at MMR Research Worldwide, joins the Real Food Brands Marketing Podcast to discuss ways good marketing research can help you stand out from the competition and connect with your ideal customers. In This Episode: Ways MMR Research Worldwide helps brands with qualitative and quantitative research Types of research businesses can conduct when developing food packaging Why chasing design trends can be detrimental to your marketing strategy How to balance standing out with fitting in with your category Why packaging design can have a significant emotional impact on consumers Quotes: "Format and structure have a huge influence on success." — Carrie Arndt "It is important to visually represent the experience of the product while staying aligned with the promise of the brand." — Carrie Arndt "Emerging brands need to ground themselves in their own identity." — Carrie Arndt Resources: MMR Research Worldwide website Carrie Arndt LinkedIn Profile (look for her posts about food packaging!) Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website

Julie Pryor, Director, Emerging Brands at Food Marketing Institute, joins the Real Food Brands Marketing Podcast to discuss FMI Emerge and helping emerging food and beverage brands gain more shelf space. In This Episode: Why FMI Emerge was developed and how it can help emerging food and beverage brands Common struggles and opportunities facing emerging brands How FMI Emerge brings the industry together to ultimately benefit consumers Resources available through FMI Emerge Ideal subscribers for FMI Emerge Resources: FMI Emerge (including the 5-minute FMI Emerge Company Sales Assessment) Real Food Brands Marketing Roundtable Facebook Group Real Food Brands Brand Checkup Scorecard

Learn how to write a creative brief that helps align your creative team with your strategy in order to achieve your business goals. In This Episode: Why a creative brief is a crucial extension of your brand strategy when it's time to implement your marketing plan 10 sections to include in your creative brief Company background Project purpose Advertising objective Ideal audience and insights Brand personality and voice Message priorities Deliverables and format Executional mandatories Schedule Budget Resources: How to Start Building and Documenting Your Brand Strategy (they will need to request access to get into the group, so I'm thinking maybe delete this and keep what I added below?) Real Food Brands Marketing Roundtable Facebook Group (click here to join the group and get access to the creative brief sample). Real Food Brands

Episode 11: Brainstorming a product or company name can be hard work, but having a process to inspire you and tie your efforts back to your strategy make your efforts more efficient and effective. In this solo episode, Katie explains how to develop a name that is both creative and strategic. In This Episode: How working within parameters can improve creativity when brainstorming 7 Steps for naming Set decision criteria for what makes a winning name Review your brand strategy and pull key concepts/words as inspiration Choose your top 5 concepts and begin brainstorming as many words as possible related to each concept to create concept clusters of words (no filtering yet!) Review clusters for each concept and begin narrowing down to just a few concepts that energize you the most based on your decision criteria Narrow your list down further, now focusing on words that could be actual names Perform a competitive search for potential conflicts with existing names Seek feedback from your ideal audience, or people who understand your ideal audience and your objectives. Next steps after you find you land on the perfect name Resources: United States Patent and Trademark Office Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Layne Booth, Owner and Operations Catalyst for Small Businesses at The Project Booth, joins the Real Food Brands Marketing Podcast to discuss profitably scaling your business and questions to ask when assessing new opportunities. In This Episode: Questions to ask when assessing new opportunities for your business How will this affect your business on the backend? How will this affect your bottom line? What will you be saying "no" to by saying "yes" to this opportunity? How will you need to scale up with staffing? How will this affect your supply orders? How much inventory do you need? Can I negotiate any flexibility with my suppliers and partners? Resources: The Project Booth Backend Brilliance Facebook Group 5 Profit Mistakes to Avoid When Scaling Your Business Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Tera Johnson, Founder of teraswhey and the Food Finance Institute, joins the Real Food Brands Marketing Podcast to discuss food financing and why a clear brand strategy is crucial when building your business and approaching investors. In This Episode: How Tera started Tera's Whey, now the #1 whey protein brand in the natural category and #4 overall The importance of the company name and product label How Tera's Whey paved the way for organic whey protein Why a clearly defined brand strategy matters when working with financing and investment Why becoming a national brand needs to be an early decision Why your target market may not be your local market Resources: Edible Alpha Tera's Interview with Jacqueline Claudia, CEO of Love The Wild Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Join host Katie Mleziva as she breaks down audience personas and gives practical steps to identifying your ideal customer. In This Episode: Where to begin when defining your target audience Why you should not model your ideal customer only after yourself How to validate your ideas and assumptions about your audience Questions to answer when building your audience persona How to identify your customer's pain points and needs How using your audience persona can guide your decisions Resources: Full Blog Post Real Food Brands Marketing Roundtable Facebook Group Real Food Brands

Nancy and Bob Frame, Owners of Nancy Frame Design and the creative minds behind the Whole Foods 365 package designs, join the Real Food Brands Marketing Podcast to discuss what makes good food package design and common pitfalls to avoid. In This Episode: Why good packaging is a crucial part of building your food or beverage brand How to communicate your brand values quickly through your packaging Why your packaging needs to stand out Why it is important to know the category rules and when to break them How to communicate with a designer when creating a label design How to approach redesigning an existing brand or package Common mistakes brands make with packaging Resources: Real Food Brands Marketing Roundtable Facebook Group Real Food Brands Nancy Frame Design

Katie outlines six key steps to building an integrated marketing plan for your food or beverage business, and gives examples to help you create or refine your own plan. In This Episode: Why an integrated marketing plan is so important for your food or beverage company The main components of a food marketing plan Six steps to creating a successful marketing plan Strategies for overcoming marketing challenges Complimentary 30 minute strategy sessions if you are stuck Resources: Full Blog Post Real Food Brands Marketing Roundtable Facebook Group Real Food Brands To set up your complimentary 30 minute Marketing Planning call, email [email protected] with 1-2 places you're stuck in your planning and she will contact you to set up a time.