“I had the pleasure of working with Peter as a client and I wholeheartedly recommend his expertise in marketing and innovation. Peter's unparalleled skills in these domains were evident immediately from the start of the project that we worked on together. His innovative thinking and effective communication allowed for us to complete a complex digital concept into an MVP with impressive results. Peter has a unique blend of business acumen and creative thinking that makes him a rare find. He is a trusted partner for anyone seeking to elevate their brand. I hope to be able to continue to work with Peter into the future on innovative and creative projects.”
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Petaluma, California, United States
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Packaging Design, Brand Design, Brand Marketing, Brand Consulting, Marketing Consulting, Graphic Design, Logo Design, Web Design, Product Marketing, and Marketing Strategy
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- Packaging Design
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Explore more posts
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Amy Kushner
I'm not sure this is the great white hope, either. I have been in the belly of vegan/ plant-based for many years now with a brand devoid of any investment spend, and all I can say is we see things. Solomon said it best so many years ago: "There is nothing new under the sun." Alt-meat is not new. I am not so sure that alt-meat is "dead, "but it is not thriving. And, I am opinionated and have written endlessly on this (in my hard drive, as I fear no one wants to hear the truth, and it is pretty simple). One thing is a constant: we will always need to eat. There will always be "vegan, alt, future, mushroom, whatever," but is there a big enough contingency to support the dollar spent at the current valuation? And are the ingredients going to get better (come on, I don't like fibers from other plants taken and put in my food; it seems so counter-productive and akin to taking the peanut oil out of peanut butter and replacing it with a hydrogenated oil and a $hi+ ton of sugar- but hey who cares about quality, right)? There is something about opening a box of frozen food into a seal-a-meal formation that looks like pressed wood. Food is supposed to look like food. Yeah, I am the picky-ass-tofu-eating vegan of 25 plus years. I love the "new innovation" (see previous note), but you will lose me every single time if it doesn't taste (or look good) and it costs too much money. Just saying.
45 Comments -
Ivonne Kinser
I look forward to seeing you all at the Digital Food & Beverage conference on June 24-26 at the JW Marriott Desert Springs Palm Desert, CA, where I'll be speaking with Alex Tummons from Tyson Foods in a very insightful and informative Fireside Chat. We’ll be discussing key strategies for optimizing B2B eCommerce to drive growth. B2B sales are a critical path of eCommerce growth, and the food service industry is rapidly catching up on digital transformation. This is a significant growth opportunity for brands. Find out how to engage mission-driven, multi-generational buyers to drive strategic growth, including: - Designing a B2B site and customer journeys that drive conversion - Leveraging existing capabilities and technologies for the B2B buyer - Engaging independent retailers to enable digital conversions - Personalization for the B2B buyer Use code DFB24SPEAKER for $10 off your registration. #DigitalMarketing #B2BeCommerce #GrowthStrategies #FoodAndBeverage #Leadership #Innovation #Marketing
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David Volker
Functional beverage will grow at approximately 200% in 2024. Compare that with soda's projection of 8% and low-sugar/diet drinks at 12 - 17%. What's behind these staggering numbers—and what does it tell us about the changing lifestyles of consumers? Valerie Jacobs and Jesse McMullin take us inside the category shifts in this new piece. #functionalbeverage #foodandbev #consumertrends
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Paul J. Springer
Have you tried #LavenderSeaSalt? This slightly floral and aromatic #salt is more versatile than most people realize. I like to sprinkle it over roasted butternut squash, goat cheese/arugula pizza, and chocolate chip cookies while they're still warm. How do you like to use this #SpecialtySalt? #SeaSaltSuperstore #FlavoredSalt
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Ewan Maalerud
We went to the #PlantedExpo2024 in Vancouver this past weekend and here's are some of my initial takeaways: 👉 Sampling is great, take home samples are even better. While I maneuvered my way from booth to booth, stuffing my face with free samples, I can barely remember any of the brand names. So if you're trying to get 'liquid to lips' or 'samples to mouths', people need to remember you. As a CPG owner, you're not there for fun. You're there to win customers. A takeaway sample allows a customer to have a better shot of remembering your name and logo, and more importantly, become a repeat customer. If they don't have a takeaway, there's a really good chance they've already forgotten about you the second they walk away. 👉 Have the right staff working the booths. If you are not outgoing and love people, maybe it would be best to have a more behind-the-scenes role. Friendly, social people work wonders for brand loyalty. We saw a lot of founders working the booth who seemed like they didn't want to be there. No smile, no chat, not asking questions about their product, not trying to build a relationship... I get it, when it's busy, it's not always possible, but there were many occasions when I was the only one there and they didn't seem to try to win me over. 👉 Customers are judging your entire presentation. Your booth, your packaging, your staff, your attire, your posters, your sample sizes... everything should be well thought-out and executed at a high level. I get it - margins are super slim with CPG and running an event is probably stretching your budget. If you can't afford to be there, then don't go. Large samples go a long way. Production value goes a long way. Professionalism goes a long way. 👉 Have an incentive to purchase People LOVE a deal. We noticed the prices were not visibly displayed nor deeply discounted. Have a discount structure that encourages people to increase their order value (e.g. 1 for 10, 2 for 15, 3 for 18). Is your goal to turn a profit, or to win loyal customers? I think it's better to have a great deal, have people fall in love with your product, and become repeat customers. 👉 Coupons are a cost-effective way to offer samples. You need a way for people to find your product after the expo. Driving DTC sales can be a great way to have brand recall and loyalty. If they don't need or want your sample, no worries, all it cost you was the price of printing a coupon. 👉 Have incentive to collect emails. This is related to the last two points. At this stage, your product is probably not that easy to find in stores. Emails and DTC are a way to build a relationship with your audience and to circumvent getting on store shelves and paying costly fees. We saw giveaways that encouraged visitors to provide their email address and thought that was smart. Did you go to the expo? If so, what were some of your takeaways? ##PlantedExpo #branding #marketing #vancouver
51 Comment -
Jackie Summers
Sorel Liqueur: The Ultimate Modifier Alcohol has a problem no one in the spirits industry talks about: alcohol doesn't taste good. This is by design. Taste (like most of our senses) doubles as a defensive mechanism: our body rejects things that are (or might be) poison. Pure alcohol, by definition, is poison: that's why every bottle of alcohol sold comes with a warning label; why it's a controlled substance. This has in no way diminished human desire to consume alcohol. Humans discovered the effects alcohol has on the body (both good and bad) and have spent thousands of years desperately trying to minimize the impact so we can enjoy the effect. Ancient Egyptians soaked botanicals in alcohol to make tinctures. The Celts began the practice of aging spirits in wood. Water, sugar, fruits; all things people have added over the millennia to make spirits more potable. Big liquor solves this problem by adding flavor to alcohol. This is why things like cinnamon flavored whiskey, blueberry flavored vodka, and jalapeño flavored tequila exist. At Sorel Liqueur we reverse the logic. Everyone else starts with alcohol and adds flavor: We start with flavor and add alcohol. The end result isn't just objectively delicious. It's also infinitely flexible. The combination of botanicals in Sorel effectively masks the flavor of ethanol. Practically, this means not only will it combine with any base spirit, it compliments the base by suppressing the flavor of ethanol, thus enhancing flavors. Gins have more botanical notes. Aged liquors (rum or whisky) have more barrel notes. Agave bases (tequila or mezcal) show more fruit and smoke. Don't believe me? Try mixing your favorite base 1:1 with Sorel. I've got a restaurant in Northern KY who's serving equal parts Sorel and Chartreuse. A spot in DC is serving equal parts Sorel and Sake. A dive bar in ATL is serving equal parts Sorel and peanut butter whisky (it's a perfect PBJ shot). And then there's this conversation from a decade ago, from my friend Matthew Sheinberg: Sorel and Laphroaig. Given modern drink trends, you may not need a base spirit at all in your favorite Sorel cocktail. Add a bit of Sorel to your favorite carbonated beverage, alc or non-alc. Top off your sparkling wine with Sorel instead of wasting your orange juice in a mimosa. Add Sorel to your seltzer with a spritz of lime. Ginger beer and Sorel makes a hibiscus mule that absolutely crushes summer drink menus. Or just drink it neat. The ultimate modifier requires no modification. #Caribbean #BlackOwned #ForTheCulture #DrinkSorel
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Rob J Day
There's been a lot of heat on the poppi class action lawsuit over the past couple of weeks (some good reads below). I'm not posting to pile on, but rather share some advice for other beverage marketers. Health claims are NOT to be taken lightly... ever. Seriously, just don't. It's tempting. The functional beverage category is valued at about $13Bil (according to SPINS), so it's tempting to grab a slice of functional pie. But do your research, get independent verification, and be prepared to support any health claim you make. I believe that is why OLIPOP PBC has stayed above the fray for now. There's clear research, ingredient transparency, 3rd party validation on claims, and conservative marketing claims. It's not to say that there won't be any friction for them, but there's a strong foundation to stand on. We're even more restricted in the Bev Alc space on making health claims, so it's best to avoid in this case. If you're not in alcohol then put the work in to support claims and lean conservative on the claims you make to avoid a potentially costly mistake. https://lnkd.in/eCtPJvqz https://lnkd.in/e9EwSU2j https://lnkd.in/e4c59sNH
171 Comment -
Jackie Summers
Sorel: The ULTIMATE Modifier I'm about to say The Quiet Part Out Loud: the liquor industry has a problem nobody talks about: Alcohol (in its pure form) doesn't taste good. This is because the sense of taste is designed to detect poison. Over the millennia, the knowledge that alcohol is poison has dismayed humans, little. As a species we've spent thousands of years trying to figure out how to enjoy the effects of alcohol, without dying. There's a reason why alcohol is a controlled substance; why every bottle comes with a warning. The ancient Egyptians added botanicals to alcohol, creating tinctures. The Celts are credited with beginning the practice of aging alcohol in casks, to absorb the flavor of the wood. Over the centuries the methods of making alcohol more potable has become increasingly sophisticated. Big liquor's solution to this problem is to take vast amounts of GNS and simply add flavor. This is why we have blueberry flavored vodka, cinnamon flavored whisky, and jalapeño flavored tequila. Sorel Liqueur reverses the logic. Everyone else takes alcohol and adds flavor. We take flavor, and add alcohol. The difference in this methodology is what makes Sorel the most versatile modifier on the planet. Sorel does one thing better than any other modifier, in that it masks the taste of ethanol, while pushing flavor forward. Add Sorel to gin, and you'll get more floral notes. Add it to an aged spirit (whisky or rum) and you'll get more barrel notes. Add it to an agave base (tequila or mezcal) and you'll get more fruit and smoke. Add it to other liqueurs and you'll get pure flavor. Don't believe me? Try adding equal parts Sorel and Chartreuse. Or equal parts Sorel and Skrewball Peanut Butter whisky. With hundreds of possible flavor combinations to play with, and how its flavor changes based on temperature, the possibilities with Sorel are endless. We're honored to be included among this list of fine liqueurs. With thanks to SevenFifty Daily and Susannah Skiver Barton https://lnkd.in/ebPgM3Vg #DrinkSorel #BlackOwned #ForTheCulture #Caribbean #Brooklyn
181 Comment -
Jenn Litz-Kirk
Ever wonder what’s about to hit the shelves in cans? Marshall Thompson, co-founder of Craftworks, can tell you. They’ve become the largest digital can printer in the U.S. in less than a handful of years, churning out 100 million cans annually. Where they envisioned that 90+% of their customers would be brewers, “beer is probably 40% of our business these days,” says Marshall. That’s still the single largest contingent, but the other 60% of offerings is a “pretty wide category that could be … coffee, tea, delta-9, delta-8, and more,” including RTD cocktails and seltzers. Hemp THC/CBD offerings are the second biggest bucket right now – from about “0.0% this time last year,” he said. What’s on the horizon for them 2-5 years in the future? Check it out. https://lnkd.in/gvsT5eAD
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Chloë S.
FIRST 👏 EVER 👏 UPCYCLED 👏 SNACKS 👏 GONDOLA 👏 END This is actually a huge deal. And it took standing next to it for 3 hours [while sampling, not lurking..] for the magnitude of this event to sink in. Whole Foods Market took a risk to list nibs etc. Ltd, no doubt about it. A small, new, relatively unknown brand. But a calculated one. 📈 Upcycled Foods are driving category growth. 💪 Upcycled Foods are serving customers naturally nutrient packed options. 🌍 Upcycled Foods are meeting customer and retailer needs to align their money where their mouth is. To the entire team at Whole Foods Market, from the folks in store to those in head office: THANK YOU. For taking your calculated risk with us and giving us every opportunity to make this partnership a success, for all of us. For the first time ever, upcycled apple pulp granola sits proudly on a gondola end. A breakthrough for upcycled foods in the UK. Don’t mind if I continue to lurk I mean sample next to it to revel in it a little longer [until the end of the month, to be exact] 🤩 #UpcycledFood #EarthDay #WholeFoods
425143 Comments -
Ana Reisdorf, MS, RD
I am writing a post for our Food Trends website about the new trend of unique flavor combinations or combining ethnic foods to create something new. (Think: Korean BBQ tacos, Ranch Dressing Ice Cream, etc) If you are a brand with a product that has a unique flavor combo or a food/health pro who wants to be featured in my article about flavor combos, please fill out the form below and I’ll be in touch!
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Mark Crowell
Shout out to Food & Beverage Insider for featuring CuliNEX - Food Development Pros in their recent article on the revolution in clean label foods driving healthier eating trends. We're proud to be a part of this movement towards better food choices. At CuliNEX, we understand that clean label formulations not only benefit our health but also the environment and the overall food system. We always consider the impact of our products on sustainable ingredient sourcing and work towards strengthening the food industry as a whole. Check out the article and join us in this journey towards a healthier future. #whatsculiNEXT, #cleanlabel, #foodsystem, # https://hubs.li/Q02wwZQ20
281 Comment -
Dave Murray
I find this really intriguing - Impossible Foods make some great products, but it seems the Futuristic Food approach wasn't bringing customers on board. Instead, they've bought an honest-to-goodness ranch. It's in South Carolina and will grow the soy, coconut, etc. and give it the same "real" product treatments as animal proteins, avoiding the sterile lab connotations. Now, I've only just emerged from the research gap on perceptions of meat and the effect on brand communications but I feel this approach needs careful handling. Putting veggie protein in the realm of Stetson wearin', Marlboro smokin' cowboys addresses a key objection and could shorten the gap between consumers and feeling familiar with the product - and it's probably what Impossible are aiming for. My red flag is that problematic "factories, not farms" industrial meat processes often rely on a lack of consumer curiosity and want to maintain the illusion that meat comes from wide open ranches. By putting plant and animal protein in the same (conceptual) setting, it risks the accusation "Well if it's all from the ranch, why not just eat the meat?" and could actually legitimise bad meat production practices. I don't doubt that Impossible have done their homework and are prepared to differentiate, reinforce and persuade regarding the benefits of their products, but there are still some active parties that use misunderstandings and obfuscation to undermine brands and products they object to. https://lnkd.in/dnYz2s6h
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Sean Halter
Great points below from MiO Marketplace partner Connectivity Media Strategy and the rapid pace at which consumer behavior has changed across multiple verticles. Through their partnership with YouConnex - A Digital Media Marketplace and their seat on The Trade Desk they’ve been helping brands all year to build hyper-targeted local campaigns at the on and off premise level. One of their more interesting campaigns was Geo fencing around specific retailers for smaller brands to drive mobile ads in-store and to split test that to potentially supliment an existing retail media network campaign. Strategic scalpel precision is often what’s needed to survive mixed in with potential new types of partnerships like Swish Brand Experiences. Sri Rajagopalan and Peter V.S. Bond what are you seeing from a The CPG Guys perspective? Eric Dopkins, Sean Eckhardt, Jamie Miller, Brandon Cason, Tim Carter what are you seeing? Diana Haussling, Vinny Rinaldi, Adam Stave what do you feel like consumer CPG brands figured out earlier in that consumer shift that other verticles could learn from?
41 Comment -
Alex Brooks
The Adult Non-Alc space is fascinating. As it evolves I think we’ll see some stratification between the functional ingredient beverages and the alcoholic beverage analogs with no functional ingredients. I think the route to market and consumer demand segment will end up being very different for these two distinct categories. I think there’s a bright future for both. What do you think?
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Michael Handman
🚨 Outdated Alcohol Laws Alert 🚨 Tennessee’s recent lawsuit against six online retailers for shipping alcohol without proper licensing highlights a bigger issue: the outdated three-tier system. It’s time to ask ourselves when this prohibition-era relic will catch up with modern society. Consumers today expect convenience and choice, yet these antiquated laws stifle innovation and limit access. #Innovation #Alcohol #Laws #ConsumerRights #Modernization https://lnkd.in/g4bQr4bn
196 Comments -
Ewan Maalerud
Thoughts on this Liquid Death spot? This came out a few months ago in partnership with Rebel Moon. It's very on-brand for them - edgy, humourous, and totally ridiculous. I love how this brand is unapologetically taking big swings that so many other brands are too afraid to attempt. I think advertising should be fun, unique, and memorable. This accomplishes all of that and more. https://lnkd.in/gm37WcgS #advertising #creativity #marketing
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Max Goldberg
From The Washington Post, everyone needs to know the truth about what is going on behind the scenes to limit consumers' ability to hold corporations accountable. A few bullets: * The biotech giant Bayer (Monsanto) has lobbied Congress over the past year to advance legislation that could shield the company from billions of dollars in lawsuits, part of a national campaign to defeat claims that its weed killer Roundup causes cancer in people who use it frequently. * The approximately 1,000-page House version of the Farm Bill contains a single section — drafted with the aid of Bayer — that could halt some lawsuits against Roundup. * Bayer also has sought to reshape federal, state and local laws, hoping to erect a blockade against future lawsuits. Over the past year, the company has helped advance bills in Idaho, Iowa and Missouri, according to state lobbying records, each of which could effectively immunize the company against allegations that its chemicals can cause cancer. * Two key politicians who are helping to push this agenda forward in DC are Reps. Dusty Johnson (R-S.D.) and Jim Costa (D-Calif.), both of whom are members of the House Agriculture Committee. https://lnkd.in/ecWGqGn9 #organic #pesticides #glyphosate #cancer
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