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Good Food and its Good Goal: Reversing the Climate Crisis
Manage episode 340176200 series 2792654
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When I speak about good food, I don’t mean the taste. The GOOD FOOD industry revolves around a philosophy: to create food choices that have a positive impact on the environment, the economy, and our local communities.
We are in a climate crisis, and now is the time when good food companies need to step up the game if they want redefine the food market in ways that can get more food into more mouths without killing the planet.
But advocacy alone is not sustainable. Your job as a good food brand is to foster a community of transparency and clarity about what your brand is, what it stands for, and how you're making these decisions about your good food product that you are bringing into the market.
I help small brands communicate their story and their advocacy in ways that are targeted, manageable, and repeatable. When your marketing strategy, your brand, and your messaging, advocacy and philosophy are all in sync—that’s when you start to control your business. And when you’re in control, that’s when you can really make change.
Virginia Foodie Essentials:
- GOOD FOOD is not about flavor. The GOOD FOOD industry is about making choices that have a positive impact on the environment, on the economy, and on local communities.
- If we don't change how we use our natural resources and soon, we're going to lose them. It makes me a little bit sad that we have to be this close to things being desperate for there to be real change.
- We have to make change, or we're going to be losing things in a pretty dramatic hurry.
- I don't think real change will take root until it makes money for someone.
- For your great food idea to survive, good food cannot be a charity endeavor. It needs to be a strong and thriving business. And in order to have a strong thriving business, we need to have a strong community of people who care about good food.
- So, if you built your brand platform and your messaging in your own community to where you have a strong business, it brings power to the table. You can communicate from a sense of knowing who you are and what you need for your brand to be successful.
Key Points From This Episode:
- One-to-one sales are not enough to sustain most GOOD FOOD business. A business model that captures manufacturing customers gives a brand the opportunity to potentially provide thousands of meals.
- In dealing with a climate crisis, changing how we use our natural resources is necessary.
- To make an impact and positive changes on the environment, good food businesses also need to make money.
- Big companies got to be big because they focused on reinvesting and growing their business based on economy of scale—and that’s the genesis of our situation now.
- Business owners and brand managers need to communicate the value of good food in targeted ways that are manageable and repeatable so it can grow beyond the boundaries.
- Once you have established your brand value and have become a profitable business, big corporations and distributors would come and ask you to be part of their network—and that puts you in a position of power as you can control and evaluate if what they are offering fits your business.
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