CPG Week Podcast

On this week’s show, NOSH editor Carol Ortenberg, editor-in-chief Jeff Klineman and reporter Adrianne DeLuca talk about some notable, viral marketing campaigns as well as some tips, tricks and potential trends for Expo West. Later, Carol chats with Bobo’s CEO TJ McIntyre about the common missteps he believes brands make when they approach innovation and growth in tandem. Show Highlights: 02:22: The NOSH team talks through how Three Wishes used a TikTok trend to promote their own rebrand as well as the ‘nepo babies’ that appeared in Silk’s plant-based iteration of the iconic Got Milk campaign. 06:34: The discussion then shifts toward Expo West and the team shares some handy supplier sorting strategies, how they intend to tackle the troves of booths and what they are looking out for on the floor this year (Hint: Adrianne wants to meet all the millet makers) 21:10: TJ reigns in brand expectations about launching new innovations. He also explains why he believes introducing a new product to work your way out of business and financial troubles is a big mistake. 36:19: What happens to your margins when rapid innovation is the near-term goal? TJ said in his experience, the business quickly ends up building off pennies instead of cash and long term, can lead itself right to extinction. “If you’re going to come out with new innovation and put it into another category, don’t believe in your own hype that people are going to follow you there.” -TJ McIntyre, CEO at Bobo’s About the NOSH Podcast The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food. New episodes are released every week. Send us comments and suggestions anytime to [email protected]. Subscribe on Apple Podcasts

On this week’s show, NOSH editor Carol Ortenberg, editor-in-chief Jeff Klineman and reporters Adrianne DeLuca and Lukas Southard chat about the rise of cauliflower, its place on Chick-fil-a’s menu and the veggie’s larger role in branded and private label CPG. Later, we hear from Ted Wright, CEO of word of mouth marketing agency Fizz to hear how the business of face-to-face conversation, and the practice of friendly recommendations, has fared for brand builders throughout the pandemic Show Highlights: 01:58: This week the NOSH team takes on cauliflower. While in the land of social media it’s sometimes negatively referred to as ghost broccoli, the once-despised dinner table veggie has taken the vegan, vegetarian and keto sets by storm and the team sets out to determine the root cause of Cauliflower’s lasting popularity. 23:22: Ted talks through brand building activities at the onset of the COVID-19 pandemic and how as consumer shopping habits shifted, certain products were able to shine and drive trial by properly executing word of mouth marketing tactics. 29:05: The age of influencers has not changed the playbook for Ted’s tried-and-true tactics either, he claims. Ted runs listeners through the proper use of influencers, how influencer impressions vary from true word of mouth tactics and why both methods are necessary for successful brand building. “Conversation is the goal of all marketing in North America today. It is not broadcast. Nobody gives a bleeped out word about your ad… What they care about are stories that are authentic, interesting and relevant, that they can then share with their friends.” – Ted Wright About the NOSH Podcast The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food. New episodes are released every week. Send us comments and suggestions anytime to [email protected]. Subscribe on Apple Podcasts

  Welcome to The NOSH Podcast The NOSH.com news team that has brought you news, analysis, events, and stories focused on the entrepreneurial food business is now going to be present in your ear on a weekly basis with the launch of our brand new NOSH Podcast. Featuring discussions of the breaking news and long term trends affecting natural, organic, sustainable and healthy food brands, as well as in-depth interviews, the NOSH Podcast will bring perspective and analysis to the business in a rapid, digestible, personable pace. Led by NOSH Editor Carol Ortenberg, the podcast offers a chance for entrepreneurs and their supplier and investor universe to hear about the issues affecting their chances for growth, and the strategic and tactical options that can overcome challenges. Interviews will go beyond founder success stories and bring attention to the way current events ripple through the marketplace, the opportunities that can be generated through different sales and marketing approaches, the ways investors and retailers help build brands and the various social and economic trends that are changing the atmosphere around the CPG food business. Our first episode will be available on all of your favorite streaming platforms – and right here – on September 29, with an interview featuring leading CPG investor Kiva Dickinson. It’s a preview of the kind of work the podcast will bring – an exploration of whether investors’ unrealistic enthusiasm for the concept of D2C sales led food businesses astray, and how those brands can best use D2C tools to build strong businesses as the industry reframes that channel. In this episode: 06:55: The NOSH team talks about this week’s top stories including consolidation within an innovative meat snack category and the impact a recent court ruling for snack maker KIND could have on upcoming FDA regulations. 15:50: The D2C brand positioning, and accompanying aesthetic, have created an easy and attractive point of entry for emerging food makers, but has its value overshot the mark when longevity comes into the conversation? Dickinson believes the channel aims to solve pain points for both brands and consumers, but if not executed properly, it can often do more harm than good. 24:40: Subscription-based selling, user-friendly landing pages and continuous website evolution. These components may make D2C work for your business, but Dickinson challenges how long the runway will last and believes investors who focused solely on the channel have reached a moment of reckoning. About the NOSH Podcast The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food. New episodes are released every week. Send us comments and suggestions anytime to [email protected]. Subscribe on Apple Podcasts