Food Marketing Nerds Restaurant and CPG Marketing Podcast (Blue Bear Creative)
Explore every episode of Food Marketing Nerds Restaurant and CPG Marketing Podcast
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| 14 Oct 2020 | Creating Change: Outmaneuvering the Titans of Industry, with Chloe’s Fruit CEO, Michael Sloan | 00:36:12 | |
On the podcast today, we have Michael Sloan, CEO of Chloe’s Fruit. If you’re not familiar with the company, you are seriously missing out. Chloe’s makes several different varieties of clean ingredients, frozen treats that I can say from personal experience, are incredibly delicious and very quality. Whether you’re a rising startup or the industry leader, product quality is critical to long term success. But, as you likely know as a listener of this podcast, there’s so much more than goes into which challengers become and remain household names, and which ones become statistics. In most David and Goliath scenario’s, Goliath often wins. But in this episode, Michael tells us the story of how Chloe’s mission to create more accessible better for you options, not to mention a lot of savvy tactics met with great execution, has taken the company from a single shop in New York to the freezer aisle of over 10,000 stores across the country. We get into a lot of things...
...and so much more. Michael is an amazing thought leader, and you’re going to come away from this episode with a lot of new thinking around non-traditional ways to build your company through the rapid changes in the food and bev industry. Recommended Reads:
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| 15 Jul 2020 | Why You Need to Rethink Your Growth Strategy with Michael Silverman of SBG | 00:40:27 | |
On the show today, we’re talking with Michael Silverman, Managing Director of the Samantha Brands Group, or SBG for short. SBG is an investor group that helps promising consumer brands quickly scale and develop into enduring household names, and in talking with Michael, we get a glimpse into how SBG makes it happen. Michael is a brilliant guy who knows the business of CPG as well as any guest we’ve ever interviewed. His firm has successfully scaled brands like Wild Made Snacks and Tres Latin Foods, maker of the Pupusas that are near and dear to my heart. We dive deep into some of the commonly shared notions around marketing and distribution strategy, and why much of what you’re hearing around making it big may actually be leading you down a slow, painful path of destruction. This is only scratching the surface, but in today’s episode, you’ll learn
Recommended Reading & Listening
Find out more about the Samantha Brands Group and Associated Brands: | |||
| 16 Jun 2017 | FMN 043: In-Store Marketing Tips to Increase Your Sales Velocity with Luke Lahman | 00:35:49 | |
On the show today, we have Luke Lahman, who is the field marketing manager for E&J Gallo. If you’re not already familiar, Gallo is the largest producer of wine in the world, and they own and distribute a number of the popular wine and spirit brands you’ll see at most liquor and grocery stores, like Barefoot, Apothic, and New Amsterdam Vodka. From being on the front lines to training and managing over 30 salespeople, Luke has spent his career in the industry and where he’s really making a name for himself. In this episode, you’ll learn:
And plenty more… So let’s go chat with Luke. | |||
| 11 Nov 2020 | How Actually Listening to Customers Can Uncover Huge Opportunities, with Jägermeister's Chas Littlefield | 00:30:59 | |
On the show today, we have Chas Littlefield, VP of Marketing for one of the largest spirit brands in the world: Jägermeister. As a heavy hitter in the industry, Jägermeister is recognized across the globe, in just about every country. New product launches aside, brand awareness isn’t necessarily the main challenge at Jäger’s scale. the question instead becomes “how do you influence the way consumers think or feel about a brand they already know,” or at least think they know. In our conversation, Chas and I discuss some of Jäger's recent campaigns and innovations, all of which bring different use cases of the product to the forefront. Jäger’s marketing team has done a great job highlighting the unique strengths of their product by identifying and leaning into how consumers are actually behaving. We discuss the campaigns from insight to execution, how they’ve adapted the ideas to a changing wine and spirits landscape, and plenty of the learnings in between. It’s not everyday you get to learn from a marketing legend, discussing one of the most recognizable brands in the world. Joining us out of New York, we're excited to welcome Chas Littlefield. Recommended Reads
Learn More About Jägermeister:
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| 24 May 2017 | FMN 042: Trends with Huge Growth Potential in Food & Bev w/ Eric Pierce | 00:47:59 | |
We have Eric Pierce, Director of Business Insights for New Hope Network. If you’ve been following the podcast, we had Eric on the show back at episode 19. It’s been one of our most popular episodes so we asked Eric to come back on the show to share some more insights on trends and he graciously obliged. Eric is incredibly talented in helping entrepreneurs and companies uncover opportunities in the market, and I always walk away from our conversations feeling more in tune with what’s happening emerging in the industry. In this episode, Eric answers the following questions:
And plenty more… So let’s go chat with Eric.. | |||
| 25 Jan 2017 | FMN 025: Leveraging Emerging Social Trends to Build National Awareness with Marie Miller | 00:36:41 | |
On the show today, we have Marie Miller, who handles social media and public relations for Four Peaks Brewing Company out of Tempe, AZ. Marie brings a cool perspective to the table because she’s not only marketing for a brewery with multiple restaurant locations, but also a CPG brand with distribution all over the country. Today, we’re talking about emerging social media platforms and how you can leverage things like Facebook Live to grow your business. If you haven’t dabbled in Snapchat or are hesitant to test out live streaming apps, Marie offers some practical advice as someone who has been implementing and strategizing ways to build a national brand. In this episode, you’ll learn
And a lot more… it’s a fun and lively episode and I think you’ll all enjoy it. | |||
| 15 Feb 2017 | FMN 028: The Smart Approach to Developing Food Products with Barr Hogen | 00:21:32 | |
We’re changing gears a little bit in today’s episode, and I think you'll really enjoy it. On the show, we have Barr Hogen, owner of Barr-None Consulting, and we’re going to talking about developing food products with an approach that sets you up for success. It today's episode, we talk with Barr about her expertise in developing food products that appeal to a specific target demographic’s flavor preferences. Barr is a product development consultant with an extensive background in creating healthy, and delicious food and beverage products. Before spending nine years at Odwalla creating products they still sell today, Barr helped open one of, if not the first, whole foods restaurants in San Francisco. In other words, Barr was creating nutritious products way before it was trendy. In this episode, you’ll learn:
And plenty more… Let’s go chat with Barr. Resources from the Episode:
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| 21 Oct 2020 | Performance Branding: Building Brand Equity at Every Stage of the Funnel with Hayley Raymond of HelloFresh | 00:42:51 | |
We have an awesome interview lined up for you. Hayley Raymond, Associate Director of Brand Marketing at HelloFresh, joining us out of Brooklyn for today’s episode. HelloFresh has grown into the leader in the meal kit space, and as a direct to consumer company, they’ve built their portfolio of brands largely through performance marketing. While branding and performance marketing have traditionally been somewhat at odds with one another, a big part of Hayley’s role is to break down silos and make sure HelloFresh is building brand equity at every stage of their marketing funnel. In this episode, we talk through
And plenty more. A lot of times, branding and performance marketing are discussed as two completely separate schools of thought, but Hayley connects the dots of that right and left brain thinking in a really elegant and original way, that I think you’ll find very refreshing. So without further adieu… | |||
| 01 Jul 2020 | How to Compete Against Industry Giants with Shauna Martin | 00:31:04 | |
Today we’re sitting down with Shauna Martin, the founder and CEO of Daily Greens. Shauna started her career in corporate law, and after being diagnosed with breast cancer in her early 30’s, she discovered her passion for green juice and plant-based nutrition. Her green juice recipes had a profound impact on her own well-being, and wanting to share that benefit with the world, she set up shop at her first farmer’s market. As you may have guessed by the fact that she’s on this podcast, those initial batches sold pretty well, and Daily Greens became one of the companies to kick start the green juice movement. Fast forward to today, and you can find Daily Greens on the shelves of every major retailer across the country. While dealing with everything from the ups and downs of the green juice category to competitors getting acquired by the Coca Cola’s of the world, Daily Greens has managed to stay independent and remain a key player in the industry. In this episode, you’ll learn:
Check out Daily Greens online and on social: | |||
| 13 Jul 2017 | FMN 046: Trends to Watch for a Future-Proof Brand with Fred Hart | 00:35:14 | |
Fred Hart is joining us on the show today. We had Fred on the podcast back at episode #30, and if you haven’t listened to that interview yet, we talked all about honing brand strategy, and I’d definitely recommend checking that one out. Fred is a Partner and Creative Director of Interact, one of the most sought after packaging design firms in the industry. Part of Fred’s job as creative director is keeping a pulse on industry trends and how to leverage that knowledge to set brands up for the future. Fred and his team recently returned from the Fancy Foods show in New York, and on the show today, we talk about:
And plenty more… Fred is a rock star in the industry and has plenty to teach us all in his approach to keying in on trends, branding, and design. Resources: | |||
| 07 Dec 2016 | FMN 019: 2017 Trends Shaping the Food and Beverage Industry with Eric Pierce | 00:38:36 | |
On the show today, we have Eric Pierce, Director of Strategy and Insights at New Hope Natural Media. We’re talking 2017 trends that are affecting natural products and CPG companies. While this interview may be more geared toward our CPG marketing nerds out there, the macro and cultural shifts Eric covers really apply to anyone with a business model that relies on selling what people eat or drink. Restaurant marketing nerds, there’s knowledge for you to be gained here too. Eric and his team are extremely tapped in to the industry, and having just released their 2017 Trends and Opportunities Forecast, it was the perfect time to have him on the show. You'll get to hear about the report in this episode. If you're interested in where the industry is headed, new categories of products that are starting to emerge, or are looking for potential areas of opportunity for your brand, you're going to take a lot away from our interview with Eric. In our conversation, Eric tackles the latest trends and how as a marketer you can make the most of what's going on. Here are just a few topics we touch on in the interview: What categories within natural products industry are most rife with opportunity in 2017 and beyond? (Eric and his team's ability to see and contextualize macro level data puts them in a unique position to catch trends ahead of the market. I think you'll enjoy hearing his answer to this question.) What are the biggest 2017 trends food and beverage companies should watch out for? (With their 2017 Trends and Opportunities Forecast hot off the press, Eric shares findings from what he and his team have been working on.) What are some of the driving forces behind the shifts in consumer taste? (The food industry is changing, and Eric connects the dots between a few trends in technology that may have a correlation to why we demand different food than we did just a decade ago.) Links discussed in the episode: Books: Blue Ocean Strategy | |||
| 28 Jul 2017 | FMN 047: How Organic Brands Are Crushing It On QVC with Serafina Palandech | 00:40:14 | |
Today we’re chatting with Serafina Palandech of Hip Chick Farms. Serafina’s company makes a line of extremely high quality organic chicken products, like nuggets and tenders, and was founded 4 and half years ago in an effort to provide healthy food to people and children on a mass scale. From being on a reality show to selling out of inventory on QVC, her company has had amazing success and is growing like crazy. On the show today, we discuss:
And a lot more... Recommended Read:Killing It: An Entrepreneur's Guide to Keeping Your Head Without Losing Your Heart - Sheryl O'Loughlin | |||
| 08 Jul 2020 | Why Your Company's Mission is Crucial for Long-Term Growth with Kristen Majdanics | 00:29:39 | |
In this episode, we’re talking to Kristen Majdanics, VP of Marketing for Firehouse Subs. We were already huge fans of their sandwiches, but chatting with Kristen gave us a whole new appreciation for the brand and how they’ve managed to grow, in spite of intense competition. Kristen started as a brand manager with Firehouse back when they had 300 locations and a marketing department of just two people. Well, the company grew quickly and so did Kristen’s role. She now leads the marketing department of 17 people, with Firehouse clocking in at over 1,100 locations nationwide. She talked us through what’s driven the company’s growth, and learnings she’s picked up along the way. In today’s episode, you’ll hear:
Kristen’s Recommended Podcast: Learn More About Firehouse Subs: | |||
| 05 Apr 2017 | FMN 035: How to Enter New Markets Like a Champ with Billie Jo Waara | 00:35:53 | |
On the show today, we’re talking with Billie Jo Waara, who is the CMO of a brand doing some really interesting things in a sector that’s flooded with competitors with deep pockets. We’re talking about Taco Johns. Here’s a fun little fact about Taco John’s. They actually invented and own the trademark for the term Taco Tuesday. See, you already learned something new and the interview hasn’t even started yet. Billie Jo spent the first part of her career in advertising before joining Taco Johns as their CMO, so she has a lot of great stories and insights we talk about in the interview. In today’s episode, you’ll learn:
And a ton more. Billie Jo's Book Recommendations:
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| 14 Dec 2016 | FMN 020: Turning Customers and Employees into Brand Advocates with Pat Warner | 00:32:03 | |
Today, we’re talking with Pat Warner, VP of Culture at the Waffle House. For those of you who are not familiar with the Waffle House brand, they have over 1800 locations in 25 states — they are huge! They’ve also got social media presence that gotten them coverage on Colbert, ESPN, and TMZ — just to name a few. Waffle House has a case study of how to turn customers and employees into advocates for the brand and a lot of it comes from using social media and how it is intended to be used. If you’re interested in strengthening your company’s culture and how to measure the impact of your social media efforts, you’ll to take a lot away from this interview with Pat. Pat’s job is to focus on building the company’s culture, while always staying true to the brand. Here are a few key topics we discuss about how Waffle House has grown to 1,850 locations in a less than in-your-face restaurant marketing approach: How can large restaurants listen to employee and customer sentiment at scale? What are the driving forces behind culture at a successful restaurant brand? (Pat believes that each restaurant has its own personality, and you’ll get to hear how his corporate office enables, and even facilitates the uniqueness and culture people keep coming back for.) Can social media be used for both PR and restaurant marketing? (Short answer: Yes. Social media is a perfect extension of the discussions being had in your restaurant – as you’ll hear from Pat, leveraging those conversations can land you on the Colbert Report when done well.) Books mentioned in the episode: Links mentioned: | |||
| 09 Feb 2017 | FMN 027: From Local Startup to 4000 Stores with Matt D'Amour | 00:39:16 | |
In this episode, we're chatting with Matt D'Amour, CEO of Yumbutter, about how he built his B Corp from the ground up, increasing his ability to make a positive impact on the world. Starting with only $900 and zero industry experience, Matt and his business partner launched the business, which has grown in distribution by over 430% this past year. Through their Buy One, Feed One model, which you'll get to hear about shortly, Yumbutter has helped feed over 150,000 children with malnutrition since 2015. In this episode, you'll learn:
And a whole lot more. For more information on Yumbutter, check out their website at Yumbutter.com. | |||
| 23 Mar 2017 | FMN 033: Marketing Tech You Should Know About with Andrew Borella | 00:18:30 | |
We're changing pace a little bit in today's episode, talking about the new advances in marketing technology and automation. Marketers barely have enough time as it is to get their own work done, let alone invest the added time in researching the latest innovations in marketing tech. That's exactly why we reached out to today's guest, Andrew Borella, Director of Business Development for Zenreach out of San Francisco. Zenreach is a super interesting company, working to quantify the foot traffic to grocery stores and restaurants as a result of your digital marketing efforts. They've received some pretty substantial investments lately, and after this interview, I think you'll start to understand why. Joining us for San Francisco, let's go chat with Andrew... For show notes, and more information on the podcast, visit FoodMarketingNerds.com.
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| 31 Mar 2017 | FMN 034: A Facebook Ad Strategy to Increase Your ROI | 00:14:12 | |
This week’s episode is a solo-cast - which means you’re hanging out with yours truly. We’re talking about smart Facebook ad strategies to grow your sales without breaking the bank. As a marketing consultant, I firmly believe there is no better place to spend advertising dollars right now than Facebook, which is why I wanted to do an episode solely focus ed on this topic. While we have another solocast planned on Facebook ads for restaurant brands, this episode focuses primarily on how CPG brands can grow their sales with a few simple tactics. In this episode, you’ll learn:
And a lot more… If you’re a Facebook ads whiz, go ahead and skip this episode. But if you’re not, or you’re starting to dabble in Facebook ads and want to up your game, then don’t go anywhere just yet.
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| 12 Aug 2020 | Building a Household Brand Name From Scratch Featuring Jeremy Gregory of Montucky Cold Snacks | 00:25:14 | |
On the show today, we’re chatting with Jeremy Gregory, co-founder and marketing director of Montucky Cold Snacks. If you haven’t already seen Montucky’s distinctive beer cans on shelves, you probably will soon. As of February of this year, Montucky became one of the fastest-growing brands in the category, second to only White Claw. As a light lager, Montucky is up against stiff competition, and yet, their product continues to fly off the shelves. In today’s episode, you’ll hear:
Montucky’s marketing vibe and brand voice are one of, if not the company’s, biggest strengths and we’re thrilled to introduce you to the guy behind it all. Recommended Resources: | |||
| 27 May 2020 | The Right Approach to Twitter Marketing: How Kum & Go Builds Clout | 00:33:44 | |
Season 2 is in full swing and we are kicking things off strong! In today’s episode, we’re talking to Ariel Rubin, Director of Communications for convenience store chain, Kum & Go. With 400 locations, they may not be the biggest player in the category, but you wouldn’t know that by the amount of clout they’ve built up as a brand. Ariel has certainly had a hand in that. Heading up communications for a company that services hundreds of thousands of customers is no small feat. Yet, Ariel is on the front lines of the Kum & Go’s Twitter, because of the upside the platform has for both PR & brand awareness.
Links mentioned in the episode: Ariel's Book Recommendation: Anti-Social by Andrew Morantz Kum & Go Social Pages:
Connect with Ariel on Twitter: @arieljrubin | |||
| 19 Aug 2020 | How 2020 Is Influencing the Social Landscape Featuring Emily Larsen of Blue Bear Creative | 00:18:58 | |
Hey folks, thanks for tuning in. On the show today, we have Blue Bear’s own Social Media Strategist, Emily Larsen. Emily has spent her career in social and digital marketing, and today, we’re discussing opportunities and watch-outs for Food & Beverage brands on social media. In this episode, you’ll hear:
And plenty more. I should caveat this by saying, this episode is being recorded in late August of 2020, and with how quickly social media changes if you happen to be listening back on this episode, the window of the arbitrage from being an early adopter to certain features may have already closed. What we’re saying is, social changes quickly, so the landscape may look a little different if you’re tuning into this at a later date. Other Resources: | |||
| 11 Jan 2017 | FMN 023: How to Market Innovative Food Products with Jenny Burns | 00:45:31 | |
On the show today, we’ve got Jenny Burns, Marketing Director of Dang Foods. If you’re not already familiar with Dang Foods, I’m sure you’ve seen their packaging and would recognize their line of toasted coconut chips on the end caps of most grocery stores around the country. Dang Foods was the trailblazer in the coconut chip category and since their founding several years back, there have been plenty of similar products to hit the market. They’ve recently launched a new line of onion chips to compliment what they’re already doing, and Jenny’s experience in branding and marketing has been a big contributor to their recent success. In this episode with Jenny, you’ll learn:
And plenty more… Jenny brings years of high level marketing experience to the table so you’ll have plenty of practical takeaways from this episode. | |||
| 26 Aug 2020 | Why You Need to Think More Like a Direct-to-Consumer Brand with Yoon-Ji Nam of Magic Spoon | 00:31:29 | |
If you’re the type of person who likes to geek out on paid social, sales funnels, or just all-around masterful digital marketing, then boy do I know the episode for you. I’m excited to introduce you to our guest, Yoon-Ji Nam, Head of Growth at the company transforming the cereal category: Magic Spoon. And by cereal, I mean like breakfast cereal you eat with milk, not serial, as in the true-crime podcast with a bummer of a second season. Magic Spoon is the healthy version of your favorite childhood cereals, and if you’re anything like me, you might already be somewhat familiar with them from an eye-catching Instagram or Facebook ad. Magic Spoon is turning the cereal aisle upside down, and the crazy part is, they aren’t even in the cereal aisle. That’s where Yoon-Ji comes in. Having worked at successful online-only companies like Away and Hawthorne, she’s helping Magic Spoon leverage a similar direct to consumer approach, to build emotional connections to the brand that money can’t buy. From general mindset down to tactical execution, there’s so much to learn from this interview, like:
And a ton more. We’ve dabbled in topics like digital media, sales funnels and e-commerce in previous episodes, but not like this. Get ready for it, Nerds. More Resources: | |||
| 12 Apr 2017 | FMN 036: Disrupting a Food Category with a Healthier Option with Lacie Mackey | 00:52:19 | |
On the show today, we have Lacie Mackey, co-founder and COO of Caveman Coffee. If you’re not already familiar with the story behind Caveman, then you’re in for a treat. Lacie is a professional stunt trainer and crossfit athlete with a business background in guerilla marketing. Her co-founders Keith Jardine and Tait Fletcher are both professional MMA fighters who combined have either acted in or did stunts for Breaking Bad, Maze Runner, Jurrassic World and a lot more stuff you’ve probably seen or heard of. We’re talking with Lacie today about how she and her cofounders stumbled upon their successful business idea, and then leveraged their skills to grow their business through social media, podcasting, and just being themselves. On the episode, you’ll learn:
And plenty more. Caveman Coffee is doing a lot of things right, tapping marketing channels most companies haven’t even thought about yet, and it’s paying big off for them in a big way. You’ll learn a lot from Lacie in this episode, not just about how to approach business, but managing the lifestyle as a marketer and entrepreneur. | |||
| 21 Dec 2016 | FMN 021: How to Thrive in a Competitive Market with Kim Bartley | 00:27:23 | |
In today's episode, White Castle CMO, Kim Bartley, discusses how and why their iconic restaurants continue to thrive despite fierce competition in the burger space. When talking about competitive landscapes, most industries have something in common. You’ve got a few big fish with huge marketing budgets, and then you have the challengers, waking up each day looking for innovative ways to compete for the same customers in the same market. Some challengers lean on creative marketing, some invent unique business models, others are absolute fanatics about building customer relationships. Today’s guest, Kim Bartley, is the CMO for a company that's happened to have mastered all three of those things. Yep, we are talking about White Castle. From tactical Facebook advertising to strategically providing a medium for "Cravers" to share about their love for the brand, White Castle has been building community and customer loyalty from the top down. In today’s interview, Kim explains how White Castle has been so successful in the face of steep competition and changing consumer tastes. She discusses restaurant marketing topics that apply to brands both big and small, including: How can you leverage data to thrive in a market full of brands with huge ad budgets? (This is one of Kim's main teaching points in her lectures at Ohio State, and her answer is about as practical as any food and restaurant marketing advice you'll hear.) What can marketing leadership do to build a more loyal fanbase? (A little preview to this answer...Kim herself makes time each day to respond directly to customer feedback about new products and store experiences. Listening to customers isn't just an afterthought.) Did Harold and Kumar Go to White Castle influence the restaurants' sales?(Ok, this answer might not help your business, but I couldn't resist asking. Plus, it's fun getting to second-hand experience what transpired since the idea of the movie was first introduced.) References: Books:
Links:
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| 05 Aug 2020 | How COVID is Changing Consumer Behavior and What You Can Do to Adapt with Rifle Hughes of JPG Resources | 00:32:06 | |
Today we’re sitting down with Rifle Hughes, Strategy and Innovation Business Partner at JPG Resources. Rifle has spent over 20 years helping companies build strong connections between brands and consumers. He’s worked with a range of companies within the industry, from start-ups to heavy hitters like Nestlé, Hormel, and Pepsi. Rifle and I discuss how COVID is influencing consumer behavior, and how both CPG and restaurant brands should adapt. In this episode, you’ll hear:
Recommended Resources: | |||
| 29 Jul 2020 | Taking Action to Build a More Inclusive Industry with Vanessa Santana of General Mills | 00:30:02 | |
On the show today, we have Vanessa Santana, Brand Experience Planner at General Mills. We’re discussing some of the most important issues the industry is wrestling with today, the lack of diversity and what leaders can do to play a role in making a positive change. We invited Vanessa onto the show to talk through this from both a personal and business perspective. And looking forward, what actions we can take to build a more inclusive industry. Recommended Reading: | |||
| 08 Mar 2017 | FMN 031: The American Food Revolution with Taylor West | 01:07:09 | |
On the show today, we have Taylor West, VP of Marketing for Kodiak Cakes. Taylor has a wealth of experience in the food industry - before making the move into the Natural Products space, he spent around seven years in marketing for General Mills learning how the big dogs roll. Taylor recently published an incredible article on the state of the food industry in America and what’s driving the success behind natural food brands, which we’re going to be discussing a little more today. From the world of cost cutting to make shareholders happy, to an environment where focusing the why behind the brand can be all the difference, Taylor offers some amazing insight into what makes natural brands like Kodiak grow 100% year over year. In today’s interview, Taylor answers: DOES IT MAKE MORE SENSE FOR THE GIANTS IN BIG FOOD TO ACQUIRE, RATHER THAN COMPETE WITH NATURAL PRODUCTS COMPANIES?In short answer, yes. There's a reason big food companies aren't successfully knocking off smaller brands on a regular basis. Sure, there may be some instances, but Taylor discusses why brands like Justin's are pulling huge acquisition deals, rather than having to compete with large companies developing similar products. HOW DOES THE SWITCH FROM BIG TO SMALL FOOD IMPACT YOUR CAREER?Coming from General Mills, Taylor went from one of the largest food companies in the business to practically a startup. He discusses the impact on his career trajectory, along with what one should consider when thinking about a similar change. HOW CAN SMALL BRANDS MARKET THEIR PRODUCTS BETTER THAN BIG FOOD COMPANIES WITH HUGE BUDGETS?Taylor has first-hand experience with leveraging the benefit of being small in marketing, in a way no big can imitate. From sending out gifts to loyal clients, to direct and in-depth surveys, Kodiak Cakes sets the bar for agile, and thoughtful marketing. And so much more. For anyone in CPG marketing, whether in Big Food or the natural category, you may want to pause and grab a pen and paper before hitting the play button, because Taylor offers a ton of great advice thats actionable and practical.
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| 05 May 2017 | FMN 039: How Organic Valley's Content Consistently Connects | 00:51:48 | |
On the show today, we have Tripp Hughes, Director of Brand Management for a company whose marketing I absolutely love, Organic Valley. Organic Valley seems to have figured out the recipe behind viral marketing content, and before the interview, I wondered how they consistently put out content that was on brand, and always felt so genuine. You’ll get to hear more about it in just a second, but Organic Valley’s business model is extremely unique. With some context, you'll start to understand why their marketing is so strong. In the episode with Tripp, you’ll learn…
And plenty more…
Book Recommendation: Let My People Go Surfing - Yvon Chouinard | |||
| 15 Mar 2017 | FMN 032: Why a Great Product Isn't Enough with Pete Truby | 00:39:04 | |
Whether you're thinking of launching a new CPG brand, or just finding ways to differentiate a product that's already on the shelves, today's guest is a wealth of knowledge in the natural foods startup space. We're talking with Pete Truby, founder of Salazon Chocolate. From working at Mrs. Meyer's when it was in its early stages, to being one of the first employees at Honest Tea, Pete has been a sponge - soaking up knowledge and information when it comes to startups, entrepreneurship, and the natural foods industry. Today, you'll get to hear how he's applied that knowledge in bootstrapping Salazon into a brand with national distribution. In our interview, you're going to learn:
And a whole lot more... Pete teaches at a local university, so I think you'll really appreciate the way he approaches my questions. For show notes or to get more information about the podcast, go to FoodMarketingNerds.com. Thanks for listening! | |||
| 22 Feb 2017 | FMN 029: Thinking (and Growing) Like a Tech Company with Rich Hope | 00:30:06 | |
On the podcast today, we've got Rich Hope, CMO of one of the fastest growing restaurant brands in the country, Jersey Mike's. At over 1,200 locations (and counting), we talk about the catalysts for the growth behind Jersey Mike's. You'll get a peak behind the curtains about how they're adjusting to account for underlying changes in the market. Jersey Mike's has nailed it when it comes to serving up a great product, but what might surprise you is how the company has adapted to the advancing tech in marketing and the restaurant industry. If you've yet to fully embrace marketing technology, or are wondering how the fastest growing brands do, there are plenty of takeaways in today's interview with Rich. Let's get after it. For show note and additional resources, visit FoodMarketingNerds.com. | |||
| 30 Sep 2020 | Performance Marketing Like the Pros with Margaret Fortner of Hydrant | 00:38:55 | |
We’re chatting with Margaret Fortner, Head of Growth at the digitally savvy Hydration mix company, Hydrant. The company has thrived as a direct to consumer brand; so much so, they’ve recently expanded into the retail space. Hydrant is as data-driven as companies come, which has helped them dominate the world of e-commerce. As Head of Growth, a big part of Margaret’s role is to help make sense of the company’s sales and marketing data, making sure important learnings are taken into account throughout her team’s ongoing efforts. Looking at their digital advertising, Hydrant may have 50 or more different ads running at any given moment, testing and uncovering what levers deliver the highest ROI. And in this episode, you’ll learn:
And plenty more. Just a friendly heads up, in a couple of sections of the conversation, we get a little more into the weeds of data analysis than usual, but those parts are relatively short. If that’s not your thing, bear with us, because there’s plenty of practical insights around performance marketing applicable to all food and beverage brands with a growing digital presence, D to C or otherwise. So without further adieu! Recommended Reads & Other Resources: Learn More About Hydrant on: For full interview transcripts, visit FoodMarketingNerds.com. Food Marketing Nerds is a production of Blue Bear Creative, the Social Media Agency for CPG and Restaurants. | |||
| 10 Jun 2020 | Building a Business That Builds the Community with Evo Hemp CEO, Jourdan Samel | 00:27:03 | |
We have Jourdan Samel, CEO of Evo Hemp, on the show today, and we’re talking about how he and his co-founder Ari built Evo Hemp from the ground up, managing to help underserved communities in the process.
Evo Hemp is a health and wellness brand that makes a number of Hemp & CBD products like nutrition bars, gummies and supplements. I guess it could certainly vary depending on where you’re listening to this from, but here in Colorado, Hemp and CBD have all but broken free from their negative stigma. Not quite the case back when Jourdan and his business partner Ari first started Evo Hemp - CBD and hemp weren’t just in the taboo category, but the laws were also much different, and as you’ll hear more about in a minute, Evo hemp didn’t just market around the regulations, they were on the front lines of helping shape the laws into what they are today.
Growing your business is tough as it is, but throw some extra red tape and regulation into the mix, and you have to get pretty innovative to accomplish what Jourdan and Ari have in Evo Hemp.
In this episode, you’ll learn:
And plenty more...
Jourdan's Recommended Reads:
Learn more about EVO Hemp at evohemp.com
Social Accounts:
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| 23 Sep 2020 | How Break Through Your Brand's Growth Plateau with David Klavsons, CEO of Calypso Lemonade | 00:32:53 | |
We’re chatting with David Klavsons, CEO of King Juice / Calypso. By volume, Calypso is the leader in bottled lemonade, and while the product has always been amazing, the company’s growth was a little stagnant. That is, until David entered the picture. Since assuming the role of CEO, David has staged a massive turnaround, helping Calypso in all areas from marketing and branding to sales and distribution. In his words, Calypso has focused on mastering the basics, and that approach is paying dividends. David has extensive CPG experience, having worked at Pepsi, Kraft, and Frito Lay - helping companies thrive in the industry is basically second nature for him. Thankfully, he was happy to dumb things down to help me understand. While this specific conversation focuses a lot on bottle beverages specifically, a lot of the topics would be make perfect chapters in a “Winning in CPG for dummies” book. In this episode, you’ll learn
And plenty more. David is awesome, and I know you’re about to learn a ton from his interview. Learn more about Calypso: | |||
| 17 Sep 2020 | The Do’s and Don’ts of Social Video in 2020 with Matt Oesterle | 00:15:45 | |
On the show today, we’re jumping into some do’s and don’ts of social media video. With how aggressively social platforms change and release new features, we brought on Matt Oesterle, manager of video production at our own Blue Bear Creative, to talk through the latest best practices relevant to food marketing in 2020. If you’re looking to up your content game on social, this episode offers plenty of practical insights on how to set your videos up for success. Let’s get after it. | |||
| 29 Jun 2017 | FMN 045: Hustling Your Way to Category Dominance with Kate Weiler | 00:45:35 | |
On the show, we’ve got Kate Weiler, co-founder of DrinkMaple- and we’re talking about being the champion of your own new category. Kate’s maple water is now sold in over 12,000 stores, which has taken years of grit, passion, and in her words “blissful ignorance” to make happen. As you’ll hear from Kate, there are pros and cons to creating a product that’s the first of it’s kind, especially as a start-up bootstapping it to the top. Kate’s got hustle, and is a wealth of information about entrepreneurship and marketing. In the episode, you’ll learn:
And plenty more... Kate has some hilarious stories of the early days and lessons learned which I think you’ll really enjoy, so let’s go on and get after it. Recommended Reads:David and Goliath - Malcolm Gladwell Crush It! - Gary Vaynerchuk | |||
| 17 May 2017 | FMN 041: The Do's & Don'ts to Getting Funded with Ben Fenton | 00:19:55 | |
Today, we're talking with Ben Fenton of Boulder Food Group about the do's and don'ts if you're looking for outside investment for your food or beverage company.
...and plenty more.
Book Recommendations: The Book of Joy - Archbishop Desmond Tutu Dalai Lama | |||
| 20 Apr 2017 | FMN 037: How Suja Broke the Internet with Influencer Marketing with Katie Washburn | 00:33:00 | |
On the show today, we have Katie Washburn, Manager of Marketing Partnerships for Suja Juice. Katie has been with Suja since they were just local San Deigo brand selling a few hundred bottles per week, to where they are now bottling 800k bottles per week. Today’s episode is all about influencer marketing. We’ll be diving into how Suja’s launched their midnight tonic last October with an influencer campaign that was so successful, it crashed their website and they sold out of the product in just three days. On the episode, Katie discusses Why a follower count isn’t the only thing you should look at when selecting influencers How to build an influencer program that’s sustainable for the long term What platforms you should focus on for the most effective influencer marketing… And of course, what made the launch of their midnight tonic so ridiculously successful. If you’ve had influencer marketing on your radar or you’re thinking it’s time to up your game, you are in for a treat. Book recommendation:The Leader Phrase Book - Patrick Alain | |||
| 30 Nov 2016 | FMN 018: Cause Marketing Done Right with Amanda Sains | 00:30:36 | |
Over the past several years, marketing to millennials has been a hot topic of conversation. By most definitions, millennials are anyone born between the early 80’s to the late 90’s, best known for their lov of snapchat, obsession with traveling, and most importantly, their massive spending power and large makeup of the US work force. So, It’s no surprise that many brands have shifted marketing budget to engage this generation – whether through relevant product offerings, on trend design, cause marketing, or in the case of today’s guest, it’s pulling together all the above. We’re talking with Amanda Sains, Marketing Director of B’More Organic, about their recent rebrand and cause marketing done right. Just a little back story, B More Organic has donated over $600k to an awesome cause you’ll get to hear about in a minute. In this episode, you’ll learn:
And a lot more… | |||
| 10 May 2017 | FMN 040: How Noosa Bootstrapped Their Way to $100M with Koel Thomae | 00:32:10 | |
Today we’re talking with Koel Thomae, Founder of Noosa Yoghurt. I’m sure you’ve seen the Noosa brand in the thousands of stores they’re in across the country, and today, Koel discusses what it was like growing the business with an extremely tight budget. Before partnering with an investment firm, Koel and her business partner had bootstrapped their way to a projected $100M a year in revenue. Everyone loves to talk about big investments and overnight successes, which is why I wanted to dig into the early years of Noosa, what it was like growing the company in the early stages to where it is now. In the episode, you’ll learn
And plenty more… Books Mentioned in the Episode | |||
| 02 Sep 2020 | Applying Big Brand Principles with Start-Up Scrappiness with Lucinda Wright of Cask & Kettle | 00:39:24 | |
Joining us on the show today, we’ve got Lucinda Wright, Co-Founder and CEO of Cask & Kettle. If you aren’t familiar, Cask & Kettle is a company that is truly in a category of one. They make the first and only spiked coffee K-Cups on the market, ranging from the more traditional Irish Coffee to their Hot Blonde Coffee with vodka, and even a Spiked Dry Cider. Lucinda has an incredible depth of expertise in CPG. She was VP of Marketing at Kelloggs, where she helped to build Raisin Bran into a powerhouse brand. She’s also worked with a number of similar household names, before getting into consulting for, you guessed it, growing CPG brands. Lucinda has been putting her past experience to good use, from navigating the regulation heavy spirits industry to borrowing big brand principles and executing with start-up scrappiness. We’re discussing a lot of the do’s and don’ts when it comes breaking ground with an innovative product, and in this episode, you’ll also learn:
And plenty more... More Resources: | |||
| 17 Jun 2020 | Building a Scalable CPG Brand with Kerry Carlson of Coconut Cloud | 00:28:52 | |
Today we’re sitting down with Kerry Carlson, Founder and President of not one, but two companies: Tundalya and Coconut Cloud. Kerry has been in the industry for a majority of her career, first founding Tundalaya in 2003, which manufactures dried goods and teas for private label and foodservice companies. With the infrastructure of Tundalaya and 15 years' worth of food experience, Kerry launched her own line of plant-based coffee creamers under the Coconut Cloud brand. And while we focus more on brand marketing in this particular episode, we’ll certainly touch on Kerry’s expertise in manufacturing because of the influence it had in her ability to rapidly scale Coconut Cloud. Kerry’s previous experience with Tundalya helped in building a successful food brand, but she encountered plenty of challenges unique to marketing a product line which we discuss, along with how she continues to tackle those (challenges) today. In this episode, you’ll learn:
And a lot more...
Kerry's recommended reads: Coconut Cloud Social Accounts: Learn more about Coconut Cloud at https://coconutcloud.net/ | |||
| 03 Jun 2020 | How to Win as a Challenger Brand with Simran Sablok of The Meatless Farm | 00:25:32 | |
In this episode, we’re chatting with Simran Sablok, Global Marketing Director of the Meatless Farm Co. The Meatless Farm is based in the UK, and while they just entered the US market eight months ago, they have some big plans for expansion. Simran’s expertise is in marketing products that warrant a change in consumer behavior or mindset, ergo plant-based meat substitute. It’s what she’s done for the majority of her career, including nine years with Yum Brands helping launch some of their game-changing products into untapped markets. You might say that Simran specializes in helping high potential brands maximize their upside. She’s now leading The Meatless Farm’s growth throughout the world, by tapping into the unique cultural nuances of each market. In this episode, you’ll learn:
Links from the Interview:
Connect with The Meatless Farm Co.: | |||
| 21 May 2020 | We're Back for Season 2! | 00:01:09 | |
Great news folks...after a teensy, tiny-little hiatus, the Food Marketing Nerds podcast is back for Season 2, and we have some amazing guests looking to hit you with some food marketing wisdom. Tune in 5/27/20 for a two episode launch, jam packed with marketing insights, strategies and stories from leaders in the restaurant and CPG space. New episodes airing Wednesday mornings starting 5/27! | |||
| 23 Aug 2017 | FMN 049: Using Social Ads Like a Boss, with Nik Ingersoll | 00:27:58 | |
We’ve got an awesome interview lined up for you today. I’m chatting with Nik Ingersoll, Co-Founder of Barnana. Nik is on the list of Forbes 30 Under 30 and just an all around cool dude. Before starting Barana, Nik founded a digital agency which eventually formed into an augmented reality firm. And today, we dive into how he’s leveraged creative thinking and guerrilla and social marketing tactics to grow Barnana so quickly. In this episode, you’ll learn:
And so much more. It’s a bit of a shorter episode, but it is packed with tons of unfiltered, actionable advice for food marketers. We discuss a lot of extremely useful Facebook Ad Tactics in a short amount of time, so rather than having you pause and write down notes every couple seconds, we’ve compiled all the best tips into a downloadable PDF, at FoodMarketingNerds.com/facebook-ads/. | |||
| 10 Aug 2017 | FMN 048: Using Social Data to Be a Smarter Marketer with Lauren Shafer | 00:36:46 | |
On the show today, we have Lauren Shafer of Michele’s Granola, and we’re talking all about social media, and how to find what works for your brand. Michele’s Granola is a fast-growing brand that makes delicious, small batch granola products you can find in stores across the country. Since joining the company, Lauren has grown into her role of marketing manager, where she leverages the social media data, to constantly improve how Michele’s Granola communicates with their customers. In the episode, you learn
And plenty more.
Recommended Read:No LOGO: Taking Aim at the Brand Bullies - Naomi Klein To learn more about Michelle's Granola, check out their website here. For links and show notes, visit FoodMarketingNerds.com. | |||
| 22 Jul 2020 | How to Drive Repeat Customers with Digital Featuring Jim Lamancusa | 00:41:02 | |
Howdy folks, today we’re chatting with Jim Lamancusa, founder and CEO of Cusa Tea and Coffee. Cusa is not your usual tea or coffee company. What started as a small line of innovative instant tea products soon grew into multiple product lines (including coffee), a handful of patents, and multiple global awards. Having worked at CPG start-ups that went from a million in revenue per year to over 100 million, Jim experienced the internal workings of a natural foods unicorn. He’s taken that know-how, along with his own scrappy mentality, to develop some really smart marketing initiatives that might leave you thinking, “hmm why didn’t I think of that?”. After seeing the cost and conversion rates of his in-store demos, Jim was looking for a better way to grow his base of loyal customers. Cusa Tea and Coffee began refining its digital presence and hasn’t looked back since. Cusa’s approach to digital marketing is extremely savvy and anyone looking to establish or build on an existing e-comm presence, especially in the wake of COVID, has so much to learn from today’s episode. In this show, you’ll learn:
So, let’s get after it. Recommended Resources: Find Cusa Tea & Coffee Online: | |||
| 18 Nov 2020 | What to Know When Scaling From Farmers Markets to +5000 Stores with David Czinn | 00:33:11 | |
On the show, we have David Czinn, co-founder and president of D'Vash. If you’re not already familiar, D’Vash’s makes a line of all-natural sweeteners which are derived from superfoods, like dates and sweet potatoes, (think “syrups" and "nectars”, except with 25% less sugar than regular honey). While the idea of using dates to create a sweetener is pretty new in the US, date syrup has been around for a long time – as in, dating back to the biblical era. During a trip in the Middle East, David and his best friend, Brian, tried date syrup for the first time and became obsessed. Realizing there was nothing like it sold in the US, David and Brian soon partnered up, founding what would become D'Vash. In just a couple years, D'Vash went from two friends selling their Original Date Syrup at Farmers Markets, to now, where they're sold in over 5000 stores, and have a growing product line. On today’s episode, David takes us through how he and his partner scaled the business up, from developing the product, to shifting to a co-packer, to landing the golden ticket of their first Walmart PO. Obviously things have been going pretty well for D'Vash, but there were certainly bug learnings in the process, which David shares in today’s episode. Whether you’re thinking of starting your own food company, in the midst of scaling, or are trying to gain more market share, David’s interview will leave you with plenty of savvy marketing ideas applicable at almost any size company.
David's Recommended Reads: Learn More About D’Vash at:
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| 19 Jan 2017 | FMN 024: Building a Brand That Makes a Positive Impact with Kris Ford | 00:26:37 | |
On the show today, we’ve got Kris Ford, Marketing Director at Deep River Snacks, a company on a mission that makes some delicious, better-for-you chips. Deep River’s tagline is “We Give a Chip”, because they commit 10% of their net profits from each bag of chips sold to support a number of different charities. I love companies like this that use business as a vehicle to make the world a better place, and if you’re considering implementing a similar program, you’ll have plenty to learn from Kris. In this episode, you’ll learn
And plenty more… | |||
| 22 Jun 2017 | FMN 044: Acquiring & Delighting Your Best Customers with Mike McDevitt | 00:40:01 | |
We have Terra's Kitchen's CEO/Co-founder, Mike McDevitt, on the show today. Terra’s Kitchen is a meal prep company out of Baltimore and they are sweeping the nation with their one of a kind meal prep delivery service. They were founded in 2016 and already have a run rate of $20 million a year. Pretty phenomenal. Their business model is unique to the industry, which allows them to offer up to 60 different meal choices at a time. Terra's Kitchen is set up in a really interesting way, allowing them to focus heavily on customer acquisition and retention, which is primarily what you’ll hear more about from Mike in a second. In this episode, you’ll learn:
And so much more. Mike is an extremely savvy marketer and outstanding business man, and you’ll have plenty to learn from his approach to growing Terra’s Kitchen
Book Recommendation: How Adam Smith Can Change Your Life - Russ Roberts | |||
| 04 Jan 2017 | FMN 022: Content Marketing that Drives ROI with Julie Feickert | 00:40:41 | |
Is your content marketing moving product for your brand? If you're like most people, you probably have a blog, a social media presence, and little to no idea of what kind of return your content is delivering. We took a week off for the holidays but the amount of knowledge today’s guest is about to drop on you will do plenty to make up for lost time. We’ve got Julie Feickert on the show today, who is the owner of Cultures for Health. Julie is somewhat of accidental food entrepreneur, her words not mine, but her company has hands down, one of the best content marketing strategies in the natural products industry. Julie is a self taught ma ster of digital marketing and has built her company to 30 people over the past eight years. She’s got a great story and awesome products, and she’ll surely teach you a thing or 10 about content marketing. On today’s episode, you’ll learn:
And a ton more, so let’s go chat with Julie…
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| 01 Mar 2017 | FMN 030: Hone Your Brand Strategy with Fred Hart | 00:43:21 | |
For those of you looking to lock down your brand strategy, differentiating yourself in a crowded market, this episode is a gold mine for creative inspiration and how to get your marketing together. On the show, we’ve got Fred Hart, Creative Director of Interact, which is one of top branding and packaging design firms in the food and beverage industry, and they’re based in our home state of Colorado - so bonus points in my book. Fred is a thought leader on design thinking, especially in the food and beverage industry, and you’d have to pay a pretty penny for the advice he gives away for free in this interview. In this episode, you’ll learn
And plenty more. For show notes, visit FoodMarketingNerds.com.
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| 26 Apr 2017 | FMN 038: How Wendy's Rallied the World Around Free Nuggets with Brandon Rhoten | 00:37:11 | |
It’s episode number 38, and definitely one of my favorite interviews we’ve done, and I don’t say that often. We have Brandon Rhoten on the show, who get ready for this title, is the VP, Advertising, Social Media, Media, and Digital Marketing for Wendy’s. It’s a mouthful, and I don’t know how he does it, but everything you see with a Wendy’s logo on it, is the work of Brandon and his team. This episode is all about how Wendy's went from middle of the pack, to a front runner with one of the strongest brands in the industry. Of course, we discuss the insane amount of publicity they've received from Carter's quest to 18 million Retweets - and more importantly, how to create a culture where partners and employees can do work that gets those kinds of results. Brandon has a history of transforming brands, and since joining the company in 2011, he’s done the same for Wendy’s in an industry that’s notorious for commoditizing it’s products. To give you a little more context, since Brandon joined Wendy’s, their stock price has increased nearly 200%, not to mention the 15 consecutive quarters of positive same-store sales they’ve had – which is unreal in that industry. In this episode, you’ll learn
Yes, this is a food marketing podcast, and yes, we talk about food marketing, but the a lot of the advice in this episode is universal to building a great brand in any industry. So grab a pen a paper, and get ready to jot down some notes, because Brandon is about to lay down some knowledge on you. | |||
| 04 Nov 2020 | How to Stress-Test Your Brand Strategy with Michael Keplinger | 00:38:05 | |
Joining us on this episode, we have Michael Keplinger, Director of Strategy at Smashbrand. Even if you’re not familiar with Michael’s agency, you’ve certainly seen their branding and packaging work on shelves, both at grocery stores or even in your own home. Smashbrand uses a research-forward process to stress-test brand strategy and packaging design, which helps them better understand what sways consumers in a given purchase decision. Smashbrand works with brands like Kool-Aid, Yucatan Guacamole, 7-Eleven Private Label, Duracell, and even PayPal. While their brand work reaches beyond the food and beverage space, make no mistake, these people are absolutely food marketing experts. In this episode, you’ll learn how Smashbrand uncovers the hidden insights that validate or nullify ideas around what influences purchase decisions. If you’re in the strategy or consumer research side of marketing, I think you’ll find this conversation to be especially useful. Learn more here:
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| 24 Jun 2020 | How to Use Brand Storytelling to Improve Customer Loyalty with CMO Tiffany Yang | 00:27:59 | |
In this episode, we’ll be chatting with Tiffany Yang, the CMO of Sweety Ice Cream. Tiffany is going to take us through how she and her cousins went from the corporate world to transforming their family’s 1970’s ice cream shop into a modern brand with national distribution. Tiffany has a background in strategy and consumer insights, and having been on the marketing teams for the likes of Vans, Barbie and Taco Bell, she’s built a knack for brand storytelling in a way that resonates with customers and buyers alike. She’s been putting those skills to work for Sweety, and in this episode, you’ll hear:
Tiffany’s Recommended Read: Shoe Dogs by Phil Knight Check out Sweety's website & Social: | |||
| 07 Oct 2020 | How COVID-19 is Impacting the Wine and Spirits Industry, with Luke Lahman, Business Development Manager at E&J Gallo | 00:29:35 | |
Luke Lahman, who is a long-time friend of mine and repeat guest on Food Marketing Nerds joins us on the show today out of Scottsdale, AZ. Luke is the Business Development Manager at E. & J. Gallo, the largest winery in the United States. Luke joined us back in Season 1 to discuss in-store marketing, which I’d strongly recommend if you’re interested in learning more about merchandising and influencing purchase decisions at the POS. It was one of our most downloaded episodes of last season, so we invited Luke back on to talk to us through the impact COVID-19 has had on the wine and spirits industry. If you’re not already familiar, E & J Gallo is a winery and distributor; they have a ton of household names in their portfolio and, fun fact, they’re also the largest exporter of California wines. By the nature of Luke’s role, he has a great pulse on consumer behavior around wine and spirits, and he’s tapped into what’s selling at both a category and brand level. We’ll be covering all of that in this episode, along with a few of Luke’s thoughts around how you can adapt your in-store marketing to the current state of socially distanced store layouts. For full interview transcripts, visit FoodMarketingNerds.com. Food Marketing Nerds is a production of Blue Bear Creative, the Social Media Agency for CPG and Restaurants. | |||
| 09 Sep 2020 | A Deep Dive into the World of Kombucha with Hannah Crum of KBI | 00:30:04 | |
Today’s episode goes out to all the Kombucha nerds in the audience. This interview is a little bit of a change in pace from our usual conversations around tactics and strategies within food and beverage marketing - instead, we're diving deeper into a category that's had a major impact on the food and beverage industry. Today, we’re chatting with Hannah Crum, founder and president of Kombucha Brewers International. Hannah, otherwise known as the "Kombucha Momma", has a profound understanding of the industry, best practices, and what it takes to be a success. As you’ll soon hear, Hannah’s demeanor is as effervescent as the Kombucha her trade association represents. If you’ve ever considered launching a Kombucha product line or have crossover with the category in some way, then stay tuned for today’s deep dive into the rapidly evolved world fermented tea! Hannah's Recommended Reads: Resources: | |||
| 28 Oct 2020 | Demystifying Branding: How to Develop to a Winning Brand Strategy with Fred Hart | 00:33:37 | |
On the show today, we have Fred Hart, partner and creative director at Interact. Fred is a Food Marketing Nerds regular - he’s been on the podcast a handful of times, and he always brings new knowledge and a fresh perspective – which is why we keep inviting him back on. Interact, is a world class branding and packaging design firm that specializes in CPG. They recently launched a really informative series called SprintToSuccess, which explains the branding and packaging design process. The content dives into the research, strategy, and creative work that goes into identifying and capitalizing on the white space in a given category. In today’s episode, Fred talks us through the process of developing a winning brand strategy, and applying it through all facets of the brand. While Interact specializes in CPG, and the deliverable of the process we discuss is ultimately new packaging design, the knowledge Fred shares around brand strategy and how to apply it in the real world is universal across a spectrum of different industries within food & beverage. Whether or not you have a rebrand in the pipeline, there are plenty of valuable takeaways in this episode for all of you brand marketers out there. Additional Resources: For full interview transcripts and other valuable resources, check out FoodMarketingNerds.com. Food Marketing Nerds is a production of Blue Bear Creative, the Social Media Agency for CPG and Restaurants. | |||
| 01 Feb 2017 | FMN 026: Capitalizing on a New Era of Advertising with Richard Cran | 00:46:47 | |
Today’s episode is a little longer than usual, but it's well worth taking the time to listen to the podcast. We’ve got Richard Cran on the show who is about to drop some serious advertising and branding wisdom on you. Richard’s resume would make Don Draper jealous. Throughout Richard’s career, he’s worked with powerhouses like Taco Bell, Nike, Audi, Samsung, and Harley Davidson just to name a few. Over the past several years, and most relevant to our restaurant marketing nerds out there, Richard was VP of Marketing Communications for Jack in the Box, where he headed up campaigns impressive enough to make it into Facebook’s quarterly earnings reports. He’s joining us on the show today having recently started his own firm called AdHoc Advertising, which you’ll get to hear more about in a minute. On this episode, you’ll learn
And so much more. If you'd like to get in touch with Richard, you can contact him via email at richard.cran@adhocadvertising. So sit back, grab a pen and paper, and get ready to learn. | |||
| 23 Sep 2016 | FMN 009: Bootstrapping a Food Startup to Explosive Growth with Lizzi Ackerman | 00:27:08 | |
What’s up guys, this is Alex Oesterle and thank you for tuning into episode 9 of Food Marketing Nerds. We’ve all heard stories of food startups that have achieved insane growth in a short period of time. If you’re anything like me, those stories leave you thinking, Ok so I know what they achieved, but how did they go about doing it? Today’s guest is Lizzi Ackerman, who is the COO of the all-natural pancake mix brand, Birch Benders. Over the past two years, Birch Benders has gone from a distribution of just under 20 stores to now over 5000. And after talking with Lizzi, I can tell you that it wasn’t luck, but smart, well thought out strategy that led to Birch Benders’ success. A lot of which, you’ll get to hear from Lizzi. In this episode, we’ll be discussing: How your distribution strategy will make or break you Where to focus marketing budget when funds are limited What tools Birch Benders uses to stay lean And many more insights from an entrepreneur who is practicing what she preaches. | |||
| 30 Sep 2016 | FMN 010: Challenging Food Industry Norms on a Startup Budget with Scott Jensen | 00:27:48 | |
What does it really take to challenge the status quo in the CPG industry? Some might say time, or creativity, others might say strategy. Well today’s guest would likely say, “all of the above”. If you’ve never heard of Scott Jenson before this episode, then surely you’ve heard of his first food startup, Stubbs Barbeque sauce. Scott Jenson co-founded Stubbs BBQ sauce in the early ‘90s, which he sold just a few years ago. Being the pioneer that he is, Scott is now the CEO of Rhythm Superfoods and has his hands in some other great ventures you’ll hear in this episode. In this episode with Scott, you’re gonna learn: - Where your marketing focus needs to be to increase sell-through rate - How often you should be updating your packaging - Why going after different retail channels at once can backfire - And a whole lot more… For links mentioned in the episode or for a full recap, go to FoodMarketingNerds.com. | |||
| 07 Oct 2016 | FMN 011: Going Beyond Traditional Food Marketing with Will Schafer | 00:32:25 | |
Is it possible to change the way people think about a food they’ve loved their entire lives? Today’s guest will tell you that it isn’t easy, but with a great product, and outstanding marketing, it is possible. Will Schafer is the Director of Marketing at Beyond Meat, a company that has been changing the game around plant based protein. And it’s not just vegetarians and vegans, carnivores are embracing their products and for good reason, because they taste exactly like actual meat. In our interview Will talks about how Beyond Meat has been successful in pushed back against conventional norms, especially with their newest product, the Beyond Burger. Even though Beyond Meat has created its own category, the marketing and social media strategies we discuss can be super effective for any food or beverage company launching a new product. In this episode, we talk about: How to introduce a product to a demographic outside your core customers Why social media is so effective for revolutionary food brands How to create demand before your products even launch And a ton more… | |||
| 17 Oct 2016 | FMN 012: Reinventing an Entire Food Category with Will Burger | 00:25:28 | |
Today we’re talkin' Hummus. Hummus has been around for THOUSANDS of years, and yet, Hope Foods, makers of Hope Hummus, has redefined the category as we know it. On the show today, we’re gonna be chatting with Will Burger, Director of Marketing for Hope Foods, about how a group of friends went from making hummus in their kitchen at home, to now, still a group of friends making hummus for stores all over the country, all on a shoestring budget. On today’s episode, you’ll learn: How to get buyers and customers talking to each other about your products What you should be doing on social media to build awareness when you’re entering a new market Where to look for inspiration for launching new flavors that people will love And much more… | |||
| 24 Oct 2016 | FMN 013: Grassroots Food Marketing Like a Boss with Hannah Kullberg | 00:43:12 | |
I don’t know about you but it feels like every other week, there's yet another food company being acquired by an industry beast for 10’s and even 100’s of millions of dollars. It’s encouraging for food entrepreneurs, knowing that many of these companies started with good old-fashioned, grassroots marketing. But does that type of approach even work anymore? Well today’s guest will be the first to say that, yes, it absolutely does. Hannah Kuhlberg is the Bean Queen, aka handler of many things including marketing, for a company called Better Bean Co. She’s been using some really creative, not to mention super effective, ways to leverage this new landscape of marketing and PR to grow her business, one cheeky grassroots effort at a time. On today’s episode, you’ll learn: What strategies work to drive measurable ROI with in-store demos Where to start out to build a successful brand ambassador program How to indirectly help customers find your product on the shelves And much more… | |||
| 09 Nov 2016 | FMN 015: Marketing Like an Olympic Sponsor with Steele Meisenger | 00:28:06 | |
Over the past several years, the beef jerky category has been on fire with investments from big money players and major acquisitions, and today, we’re talking with Steele Meisinger, te brand manager for one of the companies that started it all: Krave Jerky. After being acquired by Hershey in 2015, Krave has been growing like crazy, and it’s allowed them to do some amazing things in the marketing department. And you’re gonna get to hear about a few of those things from Steele herself. On today’s episode, you’ll learn: Where to start when approaching a truly 360 degree campaign How to integrate native advertising into your marketing strategy What it was like working with Michael Phelps as an Olympic sponsor And much more… | |||
| 16 Nov 2016 | FMN 016: Reinventing Food Brands to Attract New Customers with Juv Marchisio | 00:21:18 | |
When it comes to the companies who win awards for product innovation, the first thought that comes to mind is probably some hot new startup on the bleeding edge of an emerging trend. And while that might be true in some cases, B&G Foods is no start up by any stretch of the imagination, and they’ve been reinventing some of the most classic brands in the CPG industry lately, picking up awards while they’re at it . Today we’re talking with Juv Marchisio, Marketing Director of B&G Foods, about innovating both from a product development and marketing standpoint with recent examples from the brands in his portfolio, like Cream of Wheat and Ortega. On this episode, you’ll learn: How to take an analytical look at growth opportunities for your brand Where and when to start in generating demand for a new product What characteristics make food companies an attractive acquisition And much more… | |||