96% of people say they want to eat “healthy.” But, they’re actually baffled about what that really means.
My belief: food brands could fix the problem. This all comes from the personal: In 2011, I started a journey that’s maximized my diet and wellbeing. And now, I’m combining that learning with my marketing chops to help brands win at shelf and create consumer loyalty. Enjoy.

Nutrition Marketing with Heart and Soul

With all the competiton in the natural channel; with all the authentic brands getting gobbled up (and in many cases, ruined) by Big Food, it’s never been more important to make your consumers FEEL something. BeeFree gets that part, and other parts, right.

The folks at BeeFree reached out, asking if I’d like to try their products — what followed was a BIG box of their Warrior Mix and the offer of more. Could my miniscule blog help them? I don’t think they really cared — maybe they were simply being, as their name suggests, sweet. The story is authentic and human. Jennifer Wiese’s oldest son had just been diagnosed with Autism. And while these kids are said to be “on the spectrum,” I’d imagine Jennifer and her husband were too — on an emotional spectrum between disbelief and desperation. Jennifer decided [...]

Nutrition Marketing for Creating a Household Name

This authentic Mexican-American brand is finding success on Whole Food’s top shelf. How did they get here, what does the future hold for grain-free Siete, and how can you apply it all to your brand?

When Veronica Garza found out she had a grain-intolerance, it meant more than missing out on certain foods, it meant losing part of her culture. As a Mexican-American, tortillas were front and center in her family’s kitchen. Suddenly, tacos, enchiladas, fajitas and burritos were off that table. Par for the course in CPG world, the family of seven (“Siete,” get it?) decided to create a grain-free tortilla — and well, you can guess the rest. The result was something that demanded to be shared, big time. Here are a few ways Siete grew their newly-invented family of products into [...]

Nutrition Marketing Without All the Suffering

If you want people to truly understand (and yes, love) your brand, find a unique story that creates an advocacy position for your consumer, connect that story to everything you do and suffer a whole lot less to succeed.

Let’s get a little boozy with Sufferfest, a line of beers that’s different because they’re “Celebrating Athletes.” Great line. First, it says exactly who the brand wants to be for. Secondly, it says it’s for athletes who are celebrating super hard workouts. So what’s Sufferfest doing really well? They know why they started this brand, and who they started it for. When you put your consumer at the center of the story, you make people feel special — people like that. They have specific reasons to believe. Their beer is “Crafted to remove gluten.” They likely know a lot [...]

Marketing Nutrition Needs a Strong Story at the Core

You have a passionate mission, super-clean ingredients and a diverse product portfolio. You need to wrangle all that into a cohesive, well-explained story or what’s the use?

I noticed something new — and in a way, old — yesterday at my Whole Foods. Core Bar from Core Foods. I’ve known this brand for years, but only for their Core Meal, which was for the longest time, the only brand sitting next to Perfect Bar. I wanted to know more about the story, so I grabbed a bar and started digging in. What I found was a combination of cool, curious and confusing. All adding up to a “C” for Core. First, what is the brand doing well, from a story perspective? They have a great name [...]

Taking the Junk out of Nutrition Marketing

Part of gaining loyalty for your food brand involves having a clear mission on behalf of your consumers — if part of that mission is helping people eat better, take a look at what SnackNation has done, and apply those lessons.

The mission of some food brands is laser-focused. Enter SnackNation, who states it very clearly: “We got started with this crazy idea of making healthy food more convenient than junk food, and we’ve been on an epic ride ever since.” Perfect, especially when so many offices feature the old, boring source of super-junky-junk food — vending machines. If you don’t already know, SnackNation curates healthier snack foods for a ton of brands they personally vet, boxes it all up and sends it to your office (or home). Simple. My office has been a subscriber for around a year and it’s great [...]

How Influencers Can Keep Your Nutrition Brand Fresh

What you can learn from HelloFresh on making your social media game about more than just some pretty food photos.

As much as I try to live by the no phones at the dinner table rule— It’s hard to resist pulling out that appendage to snap a pic of an artfully plated meal. And I’m not alone — especially since that photo of an eye-popping smoothie bowl can get as many likes as a famous celeb these days. One brand that’s capitalized on food-fame is meal subscription service, HelloFresh. Their clever use of influencer marketing has created a unique brand story that’s all about the benefits of convenient, nutritious home cooking. Here’s what you can learn from this brand’s fresh [...]

Nutrition Marketing That Makes the Truth Easy to Swallow

Your food brand has to decide between truth and spin, between helping people and only helping yourself — take a page out of The New Primal’s book if you’re deciding on the former rather than the latter.

There’s never been a better (or worse?) time for content. Anyone with a url or social media account, including me, can churn the stuff out. But ever since I met them at Expo West 2018, the guys at The New Primal have helped keep this wanna be wanting to help. They know I need to make a living, but they’ve engaged with my dumb little blog, never categorizing me as a guy trying to make a sale. What’s the point? It’s simple: their people-ness is the same as their brand — honest, helpful and just damned nice. Look at [...]

A Tough Nut to Crack: Nutrition Marketing for a Rapidly Expanding Brand

How Justin’s Nut Butter achieved massive expansion, while staying true to their roots. How can you apply these lessons to your brand?

There are brands people like, brands people love, and then, those that tap into the most coveted rank of consumers: the brand obsessed. Justin’s Nut Butter has managed to do that from the beginning — winning over consumers with their farmer’s market roots, simple ingredients, and addictive flavors. But, this could have become a riches to rags tale when Hormel Foods, the Skippy Peanut Butter giant, acquired the company in 2016. When I heard the news I thought it might be the beginning of the end of the Justin’s tribe. I waited to see if their cult following of [...]

Nutrition Marketing That Puts Some Skin in the Game

If you really, truly, passionately believe your food or beverage product offers a big benefit to people, go all in, take the consumer’s side in a big way. And watch interest grow into fervor.

I try to do double duty with these articles — be super respectful toward someone’s life’s blood while offering suggestions that might help their brand and yours. But this time, especially given Vital Proteins’ Collagen Peptides is a cow-based product, I might just step in it. Here goes. We’ve come a long way since “glucosamine.” You know, the stuff that was supposed to help our joints get some young back in ‘em. RIP old school, long live Collagen Peptides. New, better, sexy name and the promise of additional good stuff for hair, skin and nails — all kinds of [...]

Nutrition Marketing with a Wilde Idea

What the rise, fall, and rise again of Wilde Brands says about innovation and perseverance.

With an all-star team of food industry veterans, a seemingly innovative product idea, and millions in funding — Wilde Brands was too big to fail. At the core of this Boulder-based brand was the idea to create a meat-based bar, less like jerky, and more like a traditional nutrition bar. In 2015, the prettily packaged Wilde Bars hit the shelves of Whole Foods. The brand took inspiration (and their name) from Oscar Wilde who once said, "Be yourself; everyone else is already taken."​ It turns out that the eponymous writer’s words would foreshadow what was to come for the bright-eyed [...]