The NOSH Podcast: Brand Building Atop An Established Creator Base
On this week’s show, NOSH editor Carol Ortenberg, editor-in-chief Jeff Klineman and reporter Adrianne DeLuca chat about the ever-growing plant-based alternatives space, including Adrianne’s first encounter with an Impossible Burger. Carol and Jeff also run through the implications of the recent sale of Popchips to the parent company of Real Foods From the Ground Up and how the deal is indicative of the changing financial markets. Later, we hear Jeff’s NOSH Live discussion with Emma Chamberlain, online creator and founder of Chamberlain Coffee, to learn how the social media star built the brand on her ethos of authenticity and transparency.
Show Highlights:
02:16: The NOSH team discusses the palatability of plant-based meat and cheese alternatives while highlighting some new cheese brands entering the space.
08:52: The discussion then turns to the potential impact of Velocity Snack Brand’s Popchips joining the portfolio of better-for-you snack platform Powered By Real Food From the Ground Up, parent company to Real Food From The Ground Up and You Need This.
20:45: Emma, Jeff and Chamberlain Coffee CEO, Chris Gallant, get honest about how the duo approached building the coffee brand’s identity without making it synonymous with the online creator.
33:19: As an active partner with brands outside of the food and beverage scene, Emma outlines what makes for successful brand-influencer relationships and cautions those who only value follower counts over a creator’s character and commitment to the product.
“Listening to what people want is crucial…because if you’re not, there’s so many opportunities that will be missed. But you also can’t base every decision off of what everyone’s asking for. What inspires me is – what do people want, that they don’t even know that they want?”
– Emma Chamberlain
