News
Fair Trading Practices: It’s All About Balance
Since the 17th century, the scales have symbolized justice: a balanced weighing of interests and arguments. Today, that balance is wavering in the food supply chain. At the European level, important decisions are on the table. Will our policymakers choose real balance, or will they allow the scales to tip toward a few economic interests? The Fevia economist Carole Dembour weighs the challenges and risks. On the scales: principle above threshold The European directive on unfair trading practices (the UTP Directive) was intended to protect suppliers from abuses of power within the agri-food chain. But that protection is based on an arbitrary threshold: only companies with a global turnover below 350 million euros* fall under its scope. Anyone who exceeds that ceiling—even by a single euro—is left out, while the problems remain the same. Justice does not stop at numbers. An unfair practice remains unfair, regardless of a company’s size. Unfair is unfair, no matter the size. A joint survey by Fevia and BABM, the Belgian brand association, shows that more than 9 out of 10 companies encounter trading practices that are prohibited by the directive, both below and above the threshold. That says it all: the current framework is inadequate and needs adjustment. The consumer as an argument or an alibi? In the debate on fair trading practices, the consumer is often put forward by the retail sector as the main argument. But in reality, the consumer stands on both sides of the scale: suppliers and retailers both want to offer affordable, high-quality food. However, it is misleading to pretend that retailers negotiate “for the consumer.” Those negotiations are not about the shopping basket, but about market share and margins. The power of large European purchasing alliances has grown so significantly that even multinationals can barely counterbalance them. More than half of the companies in the survey indicate that a large part of their negotiations takes place directly with such alliances. These are structures representing hundreds of billions of euros, often based in countries with minimal protection (such as Belgium or the Netherlands), or even outside the EU. This is why it is crucial that policymakers take the growing power of these European purchasing alliances** into account. Legislative proposals aiming to better regulate this are currently on the table. One European market, but not one price There is increasing pressure to abolish so-called territorial supply constraints (TSCs) altogether. These are arrangements that allow food companies to organize their supplies per country, based on the structure and characteristics of each national market. According to a — biased — study by the European Commission, abolishing these arrangements could save consumers 14 billion euros. What is not mentioned is that this would only be possible if food products were bought and produced everywhere in Europe at the lowest price level—often in Eastern European countries. The economic impact would be devastating. Such a scenario would severely affect the Belgian food industry, a sector that, according to the Federal Planning Bureau, is the most deeply rooted in its economy. The consequences are significant: 230,000 jobs and 23 billion euros in added value are at stake. Existing European competition law already provides the tools needed to tackle abuses of market power. New and hasty rules risk not restoring balance but disturbing it. True balance: the right prize, not the lowest A healthy relationship between farmers, food companies and retailers begins by recognizing the value of food. Not only in euros, but also in terms of societal impact and the future of our agriculture and food sector. The right price is not necessarily the lowest one, but the one that allows companies to invest, innovate and continue producing locally. Only then will our food chain remain fair, resilient and future proof. Beautifully balanced, as it should be. Maintaining that balance is not a matter of market forces, but of political choices. So, dear policymakers: make the right choices. Choices that reconcile fair trading practices with fair pricing *Adjusted for inflation in recent years, today that ceiling would amount to 465 million euros.**4 in 10 brands negotiate more than half of their turnover at the European level. For private-label products the share is slightly lower—but still striking: more than one-third negotiate over 20% of their turnover through these alliances. Carole Dembour | Fair Trading Practices Balance | Green Seed Group Carole Dembour, Economist, (The Belgian Food and Drink Federation)
Unlocking Growth Through Strategic Sales Execution
Sales execution isn’t just about getting your product on shelves, it’s about getting it into baskets, building strong customer relationships, and meeting your commercial goals. For food and drink brands competing in the UK and abroad, strategic sales execution is what turns a listing into long-term shelf success. At Green Seed Group, we support brands with strong propositions by helping them execute smarter. This blog outlines our approach to strategic sales execution, and how turning a clear plan into action can create real results. The Green Seed Approach We follow a phased approach to sales execution: Seed → Incubate → Grow → Harvest. Each stage is designed to build momentum and deliver results in a structured, manageable way. Seed: Setting the Foundation and Identifying the Target Market Before you step into a buyer meeting, you need clarity on your value proposition, your target customers and your ideal retail partners. This early work involves refining your brand story, aligning your goals with market opportunities, conducting market research to inform these decisions and stress testing your proposition with potential buyers or distributors. At this stage, we help brands prioritise markets, identify commercial objectives, and leverage customer data to inform these priorities. We also focus on building relationships with key retailers and partners as a core activity. Incubate: Market Entry & Listings With the groundwork laid, the next focus is on gaining traction. This means introducing your product to the right people: category buyers, distributors, wholesalers or regional operators — depending on your route to market. Leveraging inbound marketing and consistent marketing efforts is essential to generate interest and attract qualified leads at this stage. We support this with tailored buyer presentations, partner search and negotiation strategies. Our team can help you prepare for important retail meetings, ensuring your pitch is clear, compelling and aligned with what buyers are looking for. Fostering customer engagement during these interactions is crucial for building lasting relationships and increasing your chances of success. Grow: Supporting Sales & Visibility Securing a listing is just the start. To succeed at shelf level, you need visibility, repeat sales and sustained support. During the Grow phase, we help manage the listing process and monitor performance. This might involve working with field teams, tracking sales data, adjusting activation plans or responding to buyer feedback. We also look at ways to deepen brand awareness and encourage rate of sale — whether through in-store promotions, trade media, sampling or category led storytelling. Harvest: Building Long-Term Value and Driving Revenue Growth Once the basics are in place, we work with you to optimise and expand. That may mean entering new channels, scaling within the UK or launching in other key territories. At this stage, it’s also crucial to nurture existing prospects to support ongoing expansion and maintain a healthy sales pipeline. By this stage, we’ll have built trusted relationships with your buyers and partners, giving you a firm foundation for future growth. Mapping the Path: Understanding the Customer Journey To optimise sales execution, it’s essential to understand the customer journey in detail. Mapping out each stage of the sales process, from initial awareness through to closing the deal, enables sales teams to pinpoint where potential customers may drop off or encounter obstacles. By analysing these touchpoints, including marketing campaigns, sales calls and customer interactions, sales professionals can gain valuable insights into customer behaviour and preferences. This comprehensive view allows sales teams to develop targeted sales strategies that resonate with their target audience and address their specific needs. By continuously refining the customer journey map, sales teams can improve customer satisfaction, enhance effective sales execution and increase the likelihood of successful sales. Understanding the customer journey is not just about tracking steps; it’s about using those insights to deliver a seamless, effective sales experience that leads to lasting business relationships. Why Sales Execution Often Fails Even great brands can falter when it comes to execution. Common challenges include: Underestimating the lead time to secure listings Lack of alignment between marketing and sales functions Not understanding buyer or category manager needs Weak partner relationships or unclear accountabilities Inability to scale due to operational gaps We’ve seen time and again that early-stage excitement can fade fast without the right support. That’s why it’s essential to treat sales execution not as a final step, but as a continuous, evolving part of your go to market strategy. Measuring What Matters: Evaluating Sales Performance Tracking and evaluating sales performance is vital for any successful sales execution strategy. By monitoring key performance indicators such as sales revenue, customer acquisition costs and the length of the sales cycle, sales leaders can identify strengths and areas for improvement within the sales process. Leveraging analytics tools and automation helps sales teams reduce repetitive tasks like data entry, freeing up time to focus on high value activities and close more deals. Regularly reviewing sales performance metrics empowers sales teams to make data driven decisions, refine their sales execution plan and adjust their sales strategy to stay on track with revenue targets. By understanding customer behaviour through analytics, sales professionals can optimise their approach and ensure that their sales efforts are consistently driving successful sales outcomes. Growing Stronger: Continuous Improvement in Sales Execution Continuous improvement is at the heart of effective sales execution. Sales teams that regularly review and refine their sales execution plan are better equipped to adapt to changing industry trends, market dynamics, and evolving customer needs. By staying informed and responsive, sales professionals can develop sales strategies that keep them ahead of the competition and drive ongoing revenue growth. Utilising sales execution models, such as the sales funnel, helps visualise the sales process and identify opportunities for optimisation. Embracing customer feedback and monitoring key metrics on an ongoing basis ensures that sales teams are always moving toward greater business success. A commitment to continuous improvement transforms the sales execution process into a dynamic engine for growth, enabling sales teams to achieve and exceed their goals. A Partner Led Approach What makes Green Seed different is our hands on approach. We don’t just advise from a distance — we actively connect you with the right people and stay involved throughout the process. With over 25 years of experience in food and drink sales across the UK, Europe and beyond, we’ve built an extensive network of trusted buyers, distributors and trade contacts. Whether you need to run a structured partner search, refine your retailer pitch or build a full sales execution plan for a new market, we can help you move forward with confidence. Final Thoughts Sales execution is where vision meets reality. For food and drink brands aiming to grow, it’s no longer enough to have a great product — you need a clear, actionable plan for commercial success. From creating your sales story to managing long-term retailer relationships, execution is the key to unlocking sustainable growth. If you’re ready to take the next step and ensure your product doesn’t just launch, but lasts, we’re here to help. Explore our Sales Execution services to learn more.
From Shelf to Strategy: 11 Essential Tips for a Strong Food and Drink Marketing Plan
The food and beverage industry is fast moving, highly competitive and shaped by evolving consumer expectations. Whether you’re launching a new product or reassessing your brand’s direction, a well-structured marketing plan with a clear value proposition is essential to building visibility, sustaining engagement and fostering sustainable development. Yet, effective food and beverage marketing goes beyond following trends and seasonal promotions. It requires a grounded understanding of your market, thoughtful positioning and the ability to adapt quickly without losing strategic focus. Here are 11 practical insights to consider when developing or refining your marketing plan. Introduction to Food and Drink Marketing In an industry as dynamic and competitive as this, a successful marketing strategy requires a deep understanding of your target audience, market trends and thorough competitor analysis. Effective marketing efforts can significantly increase brand awareness, drive sales and help businesses achieve their business objectives. A clear marketing strategy is essential for standing out in a crowded market and attracting new customers. The food and beverage industry is complex and ever changing, necessitating that businesses stay up to date with the latest marketing trends and technologies. This includes making use of social media and optimising for search engines to ensure your brand remains relevant and visible to your target audience. 1. Build Your Plan Around Evidence, Not Assumptions Too often, marketing plans are built on broad generalisations: “health-conscious millennials”, “rushed parents” or “ethical consumers.” While these labels can be useful, they risk oversimplifying behaviour. Instead, use data to understand what really drives customer behaviour and purchasing decisions. Look at customer reviews, shopper behaviour data, in store feedback and digital analytics. Are consumers buying based on price, provenance, packaging or sustainability claims? This kind of detail allows for more accurate targeting and better campaign planning, particularly in such a crowded category. 2. Conducting Consumer Research Market research is a crucial step in developing a successful marketing strategy for food and beverage businesses. It helps you understand your target audience, including their preferences, pain points and behaviours, which are essential for tailoring your marketing efforts effectively. There are various methods to conduct consumer research, such as surveys, focus groups and social media listening. Analysing customer data and feedback allows businesses to identify areas for improvement and optimise their marketing strategies. Moreover, market research can uncover new opportunities and trends, such as the growing demand for sustainable and healthy food options. By staying informed about these trends, businesses can adapt and innovate to meet the evolving needs of their customers. 3. Be Precise About Your Brand Positioning for Your Target Audience Defining a clear market position is fundamental. It should go beyond product features and reflect the emotional or practical value you deliver to your audience. This positioning needs to be consistently expressed. Whether you’re selling an upmarket ready meal or a functional drinks brand. Are you aiming to be seen as innovative, trustworthy, accessible, indulgent or purpose driven? A clear position helps align your messaging, packaging, tone of voice, and promotional strategy across all channels, contributing to a strong brand identity. 4. Building a Strong Marketing Mix The marketing mix, also known as the 4 Ps, refers to the combination of product, price, promotion and place that a business uses to market its products. Building a strong marketing mix is essential for food and beverage businesses to attract and retain customers. The product speaks for itself – the special qualities which differentiate your range, while price is the message you send with your on-shelf price and its attractiveness vs the competition. Promotion encompasses the various marketing tactics used to promote these products, such as advertising, social media campaigns and in-store promotions. Place refers to the distribution channels used to get the products to the customers, including retail stores, online marketplaces and food delivery services, or even your own website – think about the different challenges and opportunities presented by each channel. A well balanced marketing mix ensures that all aspects of your marketing strategy work together to achieve your business goals. 5. Account For the Full Purchase Journey Consumers rarely buy on impulse alone, especially in categories where choice is overwhelming. From first discovery to repeat purchase, each touchpoint needs consideration. Your food and beverage marketing plan should outline how you’ll support the entire journey: Brand awareness: e.g., PR, influencer partnerships Consideration: e.g., sampling, educational content Purchase: e.g., retailer support, POS materials Retention: e.g., loyalty campaigns, CRM Many plans focus on product launches, but neglect follow through, which is often where momentum stalls. 6. Plan For Retail and Digital Alignment Food and beverage brands often face the challenge of working across multiple channels: physical retail, D2C websites, marketplaces and third-party delivery platforms. Each channel requires a tailored approach but should still feed into a cohesive whole. Make sure your marketing plan factors in this complexity as part of your company’s marketing strategy. For example, the promotional tactics used to drive supermarket sales won’t be the same as those needed for a subscription-based model. Coordination between teams, messaging consistency and shared KPIs can help bridge the gap between online and offline strategies. 7. Internal Team and Business Goals A successful marketing strategy requires a strong internal team with clear business goals and objectives. This team should include professionals with expertise in marketing, sales and customer service, all working together towards common goals. Business goals should be specific, measurable, achievable, relevant and time-bound (SMART) and aligned with the company’s overall mission and vision. The internal team should collaborate to develop and implement a comprehensive marketing plan that aligns with these goals. Regular communication and collaboration between team members are essential to ensure that everyone is working towards the same objectives and that the marketing efforts are effective. This cohesive approach helps in executing a successful marketing strategy. 8. Use Seasonality Strategically, But Don’t Rely on It Seasonal peaks such as Christmas and Veganuary are crucial sales moments for food and beverage brands. But over reliance on seasonal marketing can leave your brand without presence for large parts of the year. Instead of building your plan solely around seasonal spikes, create a content strategy and promotional calendar that supports year-round relevance. Identify other recurring themes in your niche (e.g., sports events, school holidays, awareness weeks), and layer in evergreen content that builds brand story, educates or supports retention during quieter periods. 9. Marketing Plan Cost and Budgeting Developing a marketing plan requires a budget, and businesses should allocate sufficient funds to support their marketing efforts. The marketing budget should be based on the business goals and objectives, as well as the target audience and market trends. Consider the cost of various marketing tactics, such as social media advertising, content creation and event marketing. Additionally, a marketing plan should include a budget for measuring and evaluating the effectiveness of the marketing efforts, using tools like Google Analytics and social media metrics. Regular review and adjustment of the marketing budget are essential to ensure that the marketing efforts are effective and aligned with the business goals. This ongoing evaluation helps in making informed decisions and optimizing the marketing strategy for better results. 10. Invest In Measurement from the Outset A marketing plan without a framework for measuring impact and clear marketing goals is a missed opportunity. Whether you’re testing new formats, launching a regional rollout or rebranding entirely, clear KPIs and regular review points should be embedded into your plan. Make space for both short term metrics (engagement, click-through rates, conversions) and longer term indicators (brand awareness, market penetration, customer lifetime value). With food and beverage marketing budgets under pressure, being able to demonstrate ROI is increasingly important when making the case for ongoing investment. 11. Leave Space for Agility and Innovation The most effective marketing plans leave room for change. Consumer tastes evolve, new channels emerge and unforeseen events (as recent years have shown) can disrupt even the best laid strategies. Rather than locking your team into a rigid 12 month calendar, build in flexibility. Plan for quarterly reviews, test and learn cycles, and contingency budgets. Being able to pivot without losing sight of your brand’s core objectives is often what separates resilient brands from reactive ones, ultimately driving business growth. Final Thoughts In an industry defined by tight margins, fast-changing trends, and demanding consumers, an effective marketing strategy is more than a nice to have, it’s a strategic necessity. By grounding your approach in insight, positioning, and adaptability, you’ll be better equipped to navigate complexity and build lasting brand value.
Brand-to-hand is thriving again
In a landscape saturated with digital messages, it’s the tactile, human experiences that are cutting through. Brand-to-hand marketing, and more specifically product sampling, is enjoying a renewed relevance, especially for FMCG brands looking to build genuine connections with consumers. It’s no surprise that sampling fell by the wayside during the pandemic, when face-to-face engagement was off the table. But now, the tide is turning. Sampling is back and it’s proving more effective than ever. While it may not suit every product or sector, there are countless brands, particularly in the fast-moving consumer goods arena, that can benefit from this hands-on approach. Consumers are craving authentic interactions. While they continue to shop, they are increasingly wary of being aggressively marketed to. Sampling allows them to feel like they’ve discovered a brand organically and, let’s face it, everyone enjoys a freebie! This form of marketing doesn’t just generate smiles; it generates results. According to Marketing Week, 63% of consumers say they’re likely to purchase a product they’ve tried via sampling, with 38% ready to buy immediately. Events and exhibitions remain prime environments for this approach. At Storm, we worked with our client Parmigiano Reggiano at the Spirit of Christmas fair at Olympia, London. Over the course of a week, we handed out more than 80kg of cheese samples. What might sound excessive on paper proved incredibly effective in practice. The stand drew in passersby, sparked countless conversations, and ultimately put Parmigiano Reggiano top of mind (and shopping lists). Of course, it’s not just about being in the right place. To maximise results, physical sampling should integrate with broader digital campaigns. Encouraging consumers to share their experiences online – whether through reviews, photos or social content – amplifies the moment and influences wider audiences. The revival of sampling offers an exciting opportunity for marketers. But it’s not just about giving something away — it’s about crafting an experience that stands out and sticks. When executed thoughtfully, product sampling becomes more than a promotion; it becomes a powerful tool for brand storytelling, awareness and loyalty. If you would like to speak to Storm about sampling or other marketing initiatives, drop us a line at hello@stormcom.co.uk. By Elinor Tyler, head of consumer at Storm Communications (Green Seed UK’s communications partner)
Why Food Photography Belongs at the Centre of Your Brand Marketing Strategy
In food and drink marketing, visuals often speak louder than words. A single image can suggest quality, create emotion or spark an appetite — long before a product is tasted or even purchased. This is why, in the context of brand marketing, food photography isn’t just a creative tool; it’s a strategic one. From social media and packaging to PR and e-commerce, the way food is photographed shapes how it’s understood and remembered. For brands developing a strategy to stand out in a competitive market, well executed food photography is one of many visual tools that can make the difference between blending in and being remembered. Introduction to Brand Marketing Brand marketing is a crucial aspect of any business, as it involves creating a unique identity for a company. A strong brand marketing strategy is essential for businesses to differentiate themselves from their competitors and build a loyal customer base. Effective brand marketing involves creating a unique and relatable brand voice, increasing brand awareness and measuring success through key performance indicators (KPIs). By developing a comprehensive brand strategy, businesses can create a unified identity that resonates with their target audience and drives brand recognition. Photography Is Often the First Touchpoint In many cases, photography is a consumer’s first interaction with your product. Making a strong first impression through visuals is crucial. Whether it’s a social post, a press feature or a listing on a retailer’s website, your imagery is making the strongest impression — it sets expectations, communicates positioning and influences perception. Photography can tell a story quickly and clearly: Is this premium or everyday? Comforting or innovative? Health led or indulgent? That clarity is critical when attention spans are short, and consumers are navigating a crowded shelf — physical or digital. Creating a Unique Brand Voice Creating a unique brand voice is vital for businesses to establish a strong brand identity. A brand voice refers to the tone, language and personality that a company uses to communicate with its customers. To create a unique brand voice, businesses should consider their core values, mission statement and brand personality. A strong brand voice should be consistent across all marketing channels, including social media, website and advertising. By developing a unique brand voice, businesses can build trust and loyalty with their customers and differentiate themselves from their competitors. This involves creating a unique message that resonates with the target audience and fosters loyalty. The Social Media Impact Social platforms are driven by visuals. Particularly in food and drink, strong photography plays a key role in generating engagement, building brand recognition and driving organic discovery. Brands that consistently invest in quality imagery tend to build stronger visual identities, and that consistency pays off. It creates a recognisable presence across platforms, supports influencer partnerships and encourages shareability. But it’s not just about polished studio shots. The most effective social content often balances professional photography with lifestyle led, real world imagery. The key is ensuring that all assets, regardless of format, are aligned with your brand’s tone, audience and goals. That’s where brand strategy, like the kind we support at Green Seed, becomes essential. Photography’s Role in Consumer PR Press and media need visuals, often before they need a quote or even a headline. High resolution, on brand imagery significantly increases the chances of securing quality coverage. This is especially true for product-based PR, where image led storytelling is essential. A strong hero image can bring a product launch to life, help media and buyers quickly grasp its shelf presence, and add credibility to seasonal campaigns. It’s less about perfection and more about purpose — showing the product clearly, in context, and in a way that reflects the brand’s identity. For brands running campaigns, hosting events or collaborating with chefs and influencers, high quality photography — guided by a clear strategy — becomes even more integral by supporting the story across owned, earned and shared media. Increasing Brand Awareness Increasing brand awareness is a key objective of brand marketing. Businesses can increase brand awareness by creating a strong brand identity, developing a comprehensive brand strategy and using effective marketing channels. Digital marketing, including social media marketing, is a vital part of increasing brand awareness. Businesses should use social media platforms to share engaging content, interact with their customers, and build a community around their brand. By increasing brand awareness, businesses can drive brand recognition, build customer loyalty and ultimately increase sales. This can be achieved by creating branded content that resonates with the target audience and using design visuals that reflect the brand’s personality. Bringing Photography Into Your Marketing Strategy The strongest food and drink brands treat photography as part of their broader strategy — not as a last-minute content need. That means planning ahead, building a versatile image library and creating assets that serve multiple functions. When photography is integrated early into marketing and brand development, it becomes more efficient, more effective and more aligned with business objectives. At Green Seed, we often advise on how visual assets like food photography intersect with other areas of our work— from shaping brand positioning and tone of voice, to informing content planning and campaign direction. Visuals aren’t separate from strategy; they’re a part of how strategy is expressed. Questions to Ask When Planning a Shoot If you’re commissioning photography or reviewing your current assets, it can help to ask: What platforms or touchpoints will these images support? Do they reflect your product’s actual use, environment or audience? Are you capturing both brand-led and campaign-specific assets? Can they be used across seasons or multiple markets? Do they sit well alongside your packaging, web design or retailer content? The answers can help ensure your investment delivers value beyond a single post or campaign. Measuring Success Measuring the success of brand marketing efforts is crucial for businesses to evaluate the effectiveness of their strategy. Key performance indicators (KPIs) such as brand awareness, customer engagement and sales should be used to measure success. Businesses should also conduct market research to understand their target audience, identify areas for improvement and adjust their brand marketing strategy accordingly. By measuring success, businesses can refine their brand marketing strategy, optimise their marketing efforts and achieve their long-term goals. This involves analysing the data and adjusting the brand’s position in the market, as well as adjusting the brand guidelines to ensure a unified identity across all marketing channels. Final Thoughts Food photography is often seen as the creative part of the process — and it is. But it’s also deeply strategic. It shapes perception, drives discovery and supports consistency across channels. When approached thoughtfully, it becomes one of the most effective tools in your marketing toolkit. Food photography also plays a crucial role in supporting the broader narrative of the brand’s story, helping to coordinate various marketing efforts and enhance brand presence and engagement across channels. If your brand is thinking about how visuals support the bigger picture, especially through the lens of brand positioning, storytelling and strategy, we’d say you’re asking the right questions. If you’d like to explore how photography and other visual content can support your brand strategy, explore our Brand Marketing Strategy Services.
A quick guide to how food brands can use digital marketing
Almost every consumer searches information on new products online, gets inspiration through social media or tries to find the best recipe for a vegan Sunday roast. But with plenty of different channels available, it can be overwhelming to know where to focus a food brand ́s efforts in the online world. And without a good understanding and strategy for the opportunities, marketing efforts can quickly become costly. In this article, we will therefore shed some light on the five most important channels to use in digital food marketing to reach your target audience and grow your business efficiently. 1. Social Media: They allow you to connect with consumers, share mouth-watering images of your food, and promote special offers and events. By creating engaging content, you can build a loyal following, build and strengthen your brand and drive sales. There are several platforms that are particularly important for our industry. Facebook is a great channel for connecting with consumers, sharing updates about your business, and promoting special offers, behind the scenes information and events to a slightly older, more classic audience. Instagram is a visual-heavy platform with high audience growth rates, perfect for sharing mouth-watering images and recipes. On this channel, pretty visual content is key, as it also offers the best opportunity to work with influencers. Pinterest is a slightly smaller platform that allows users to create pin boards to save and organize images and links and get great inspiration. It’s a great platform for food businesses as it allows you to create boards with your dishes and recipes, making it easy for customers to save and find your content. TikTok is still a relatively new platform, but it has quickly grown in popularity and is already highly important. It’s a great platform to reach the young audience and for creating short, engaging videos that showcase your food, your business, and some behind the scenes footage. 2. Influencer Marketing: By partnering with influencers on social media, you can reach a larger audience than your own by using the followers of the influencer. Your brand also gains credibility through the endorsement of a trusted figure, that users also buy from (positive word of mouth & sales recommendations). Influencer marketing works best on the platforms Instagram and TikTok, where they are mostly called (content) creators. A relatively new category are so-called adfluencers, who don ́t focus on building their own audience, but simply create great (ad) content for brands in their name. This can be a great way to outsource costly content production. 3. Website: the food & beverage industry is getting better at creating great brand hubs and online shops, that brands can use as their digital hub and go-to-place for users. A brand ́s website is often the first point of contact for potential customers, so it’s important to make a great impression in the first seconds and professionalism is key. 4. Digital ads: A very cost-effective way for food brands to reach a large audience (especially when compared to classic media like print or TV). Companies like Google (with Google display and search ads) and Meta (with online ads on Facebook, Instagram and other channels) allow businesses to target specific demographics and interests, ensuring that their ads reach exactly the right people without scattering losses. This is a great way to generate massive awareness, generate new followers, newsletter-signups or – if an online shop is in place – direct sales at low cost. 5. Email Marketing: When all other digital tools are in place, email marketing is a powerful tool for reaching existing customers over and over again. A newsletter allows you to stay in touch with customers and keep them engaged with your brand on a running basis. Sending out small “purchase reminders” every once in a while and letting them know your brand is available for them, can drive sales and allow long term brand engagement. In conclusion, digital food & beverage marketing might seem difficult to steer, but if these five channels are in place, a brand is prepared for long term success. At SPOONFUL food & beverage marketing, we are a team of specialized experts, focusing on exactly this digital customer journey, branding & online sales activities, that are crucial for the digital success of food & beverage brands in the current times.
M&A and Private Equity recent activity in Spain – Status in Good4U Food & Food Supplements
Wellbeing is one of the main trends that we are currently experiencing, also driven by the pandemic. Therefore, the growth of markets such as healthy food, supplements, sports nutrition or plant-based food will not surprise anyone. As we know, growth trends attract investment and this is reflected in a very dynamic M&A and Private Equity market, as we will see below. Spain in particular is a reference as far as food is concerned, as demonstrated by the major industry events that take place in our country. To maintain this leadership, it is essential to continue innovating, an aspect in which Spain also stands out in view of the large number of Foodtech startups in our country. So, how has this translated into deal activity? The healthy food & supplements industry has experienced significant movements in recent years. This trend seems to continue in 2023. Just a few days ago Nazca Capital acquired a minority stake in the shareholding of 226ERS, a company specialized in sports nutrition. Below we highlight our selection of operations from recent years: Abac Capital takes a majority interest in the leading manufacturer of natural antioxidants, BTSA. Nexxus Iberia has invested in Chef Sam, a company that supports brands with sustainable and healthy food concepts in their international expansion and innovation strategies and new product launches. Kensing, owned by One Rock Capital Partners, has acquired Vitae Naturals, previously owned by Oquendo Capital. Its main line of business uses natural derivatives of vitamin E that are mainly used in vitamin supplements and as natural antioxidants. Within baby food, DeA Capital, the manager of the Italian group De Agostini, acquired a majority of Alnut, a supplier to Mercadona. On the other hand, Smileat, manufacturer of healthy and ecological baby food products, has recently acquired a factory from Midsona in Andalusia. Smileat’s capital includes funds such as Quadia, Creas Fondo Social and Clave. In addition to the recent entry into the sports nutrition firm 226ERS, Nazca Capital has in its portfolio Nutris, specialized in functional gummies, or Laboratorios Almond, manufacturer and distributor of vegan and ecological food. It is worth noting also companies that are currently on the market. Frias Nutricion, a plant-based food manufacturer launched its sale process last year. Apparently the transaction has been put on hold after the binding offers received did not meet the expectations of the shareholders. Private Equity firm Alantra is the majority shareholder. All of these transactions have been backed by Food Experts in strategies and marketing working together with Financial advisors
The role of PR in a social media dominated world
By Elinor Tyler, Head of Consumer Division, Storm Communications In today’s digital-first world, food and drink brands often question how public relations fits into the marketing mix. If they have a solid presence on social media, does that suffice? Is there any merit in courting the traditional media for editorial mentions if newspapers and magazines are increasingly taking a backseat when it comes to consumers’ media appetites? The answer isn’t straightforward and for every FMCG brand the answer differs because of many nuanced factors. However, there are some truths that can help food and drink brands navigate whether PR should be a key player in their comms strategy. Firstly, don’t forget that having a brand presence on social media is a form of PR. You may be the ‘journalist’, videographer, photographer, and publisher, but the content that you post is still working as a public relations tool. And journalists will often refer to social media channels when writing about your brand: there is a symbiosis in place that cannot be ignored. Read any article on an online media outlet about a food trend or product consumers are going crazy for, and you will see that journalists use quotes from the public that have posted on social media. The reality is that having a presence on social media is considered a hygiene factor nowadays for consumer-facing brands. And although it is a PR tool, there are many reasons that social media alone cannot fully maximise a brand’s PR potential. Be assured that traditional media is also very much alive and kicking! While readership of hard copies of newspapers and magazines is in decline, collectively they are still read by millions of consumers. Add to that the fact that their online editions are read by millions more readers still, they offer an excellent platform to get your story out there. And no brand is going to say no to PR coverage on a prime-time TV programme or radio show – they continue to be worth their weight in gold. It is also worth bearing in mind that off-page SEO, delivered via a compelling PR story placed in national digital news outlets, has the ability to rocket power traffic to a website and engage consumers in a way that advertising or a proprietary social media channel rarely does. When brands consider their audience, it may be that traditional PR – namely media relations to generate editorial mentions – remains the best route to PR the brand or product. A general rule of thumb is that the older the audience, the less valid social media is, and the more important media relations is. Again though, depending on the brand, there can be subtleties that can turn this rule on its head. The truth is that for most food and drink brands, to maximise their PR potential it is crucial to implement social media marketing and a more traditional PR strategy. The bias towards these disciplines will change depending on the products and audience, and the tactics employed for each will differ markedly because of these factors, but doing both will ensure a more robust and effective marketing approach. To speak with someone about the right PR strategy for your brand, contact hello@stormcom.co.uk.