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In this weekly interview series, Alex Oesterle asks the hard and sometimes uncomfortable questions to dive into what's working and what isn't in world of food and beverage marketing. From CMO's to social media managers, the ideas and strategies will change the way you approach building your brand. If you're a marketing professional in the food and beverage space or intend to launch a new product, these interviews are an amazing resource for practical tactics you can implement from day one. A ...
 
Looking for ways grow your natural food or beverage business? Find actionable tips and insights from industry experts regarding why building a strong brand strategy matters not only to connect with your ideal audience but also when building relationships with external stakeholders like buyers, suppliers and investors. Continue the conversation by joining the Real Food Brands Marketing Round Table group on Facebook! Brought to you by Real Food Brands (www.RealFoodBrands.com) and hosted by Kat ...
 
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show series
 
In Part 1 of this two-part series on Amazon you learned how SEO and search terms work on Amazon, and in Part 2 we’re continuing the conversation about using that information to create advertising campaigns on Amazon that convert and how to get the data that will help you optimize over time. For part two of our Amazon Series on the Real Food Brands …
 
Amazon is a growth channel for many food and beverage brands, but how do you stand out in the sea of options? And how do you improve the chances that your brand will show up in searches that will actually convert to sales? In this episode of the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva talks with Shanno…
 
On the path to build your brand, there are always new developments that force you to consider whether you should stay the course or make an adjustment. But how do you know when it’s time to make a pivot? And what can you do to make sure you stay aligned with your core brand strategy principles? This week on the Real Food Brands Marketing Podcast, h…
 
Ecommerce is one of the hottest topics in the food business. However, if you try to jump straight to tactics without thinking through your goals, you’re likely to run into trouble. Today on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva talks to Chelsea Jones and Rachel Saul, founders of Chelsea and Rache…
 
Social media is a powerful tool to learn about and connect with your consumers. But what are you doing with those insights? Are you using them to really inform and shape your brand strategy and brand activation? If your food business isn’t currently leveraging insights from social media, you may be wondering how you even get started? For this episo…
 
On February 5th, Katie is launching her new Brand Strategy Streamlined program, which provides content, coaching, and collaboration to define, align, and activate your brand strategy. It’s a combination of on-demand content you can move through at your own pace and live coaching and guidance to help you along the way. One of the key outcomes of a s…
 
Your consumer needs and company advantages are at the core and your brand strategy, but you need something to tie everything together into a unified front. You may hear it referred to as your Brand Essence, or Big Idea. It’s the singular idea or concept that you want to come to life and run throughout everything you do to bring your brand strategy …
 
In this special bonus episode of the Real Food Brands Marketing Podcast, host and Food & Beverage Brand Strategist Katie Mleziva sits down for a roundtable discussion with industry experts Alli Ball, of the Food Biz Wiz podcast, and Sarah Delevan, of the Good Food CFO podcast, to talk about the three pillars of a successful food business. You’ll he…
 
Brand Strategy can feel like a topic that is reserved for big food businesses more than emerging food businesses, but the concepts matter to brands of all sizes and make a big difference if you take the time to get clear about who your brand is at the core, who you serve and how you meet your consumers’ needs in a way your competitors can’t, or won…
 
It’s safe to say that no matter who you are or what your goals were for 2020, things probably didn’t quite go as planned. The critical thing to remember is that with everything that’s changed in 2020, there are also new opportunities we’re not seeing if we focus only on what didn’t go as planned. For our end-of-the-year episode of the Real Food Bra…
 
When it comes to Marketing Planning, Katie likes to say that 1+1=3. In other words, when all of your tactics are working together based on your marketing strategy, the whole is greater than the sum of its parts. This week on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva shares a three step process for ma…
 
Brand Strategy is the “North Star” to guide everything you do in your food business, but how do you actually go about using it in the day-to-day decision making that comes with leading a business? For this episode of the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva sits down with Maria Capecelatro and Tom M…
 
On the show, we have David Czinn, co-founder and president of D'Vash. If you’re not already familiar, D’Vash’s makes a line of all-natural sweeteners which are derived from superfoods, like dates and sweet potatoes, (think “syrups" and "nectars”, except with 25% less sugar than regular honey). While the idea of using dates to create a sweetener is …
 
Collaborating with a marketing agency can do a lot of good things for your brand, but you need to do some homework to make sure you find the right partner for your business, and then align them with your brand strategy. What you need is a creative brief, something that helps your potential partners know what you’re looking for and how they can knoc…
 
On the show today, we have Chas Littlefield, VP of Marketing for one of the largest spirit brands in the world: Jägermeister. As a heavy hitter in the industry, Jägermeister is recognized across the globe, in just about every country. New product launches aside, brand awareness isn’t necessarily the main challenge at Jäger’s scale. the question ins…
 
Joining us on this episode, we have Michael Keplinger, Director of Strategy at Smashbrand. Even if you’re not familiar with Michael’s agency, you’ve certainly seen their branding and packaging work on shelves, both at grocery stores or even in your own home. Smashbrand uses a research-forward process to stress-test brand strategy and packaging desi…
 
On the show today, we have Fred Hart, partner and creative director at Interact. Fred is a Food Marketing Nerds regular - he’s been on the podcast a handful of times, and he always brings new knowledge and a fresh perspective – which is why we keep inviting him back on. Interact, is a world class branding and packaging design firm that specializes …
 
Sales is an important channel to bring your Brand Strategy to life and set you apart in a crowded market. But how do you put on your sales hat and adapt your Brand Strategy specifically to a conversation with buyers? And what goes into a successful sales pitch? This week on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategis…
 
We have an awesome interview lined up for you. Hayley Raymond, Associate Director of Brand Marketing at HelloFresh, joining us out of Brooklyn for today’s episode. HelloFresh has grown into the leader in the meal kit space, and as a direct to consumer company, they’ve built their portfolio of brands largely through performance marketing. While bran…
 
On the podcast today, we have Michael Sloan, CEO of Chloe’s Fruit. If you’re not familiar with the company, you are seriously missing out. Chloe’s makes several different varieties of clean ingredients, frozen treats that I can say from personal experience, are incredibly delicious and very quality. Whether you’re a rising startup or the industry l…
 
When most people think of marketing, they think about promotion—pushing out your message to people and hoping they’ll decide to buy. But who wants to be “marketed” to anymore? Instead, what if we thought of marketing as connecting? For this week’s Real Food Brands Marketing Podcast, host and Food & Beverage Brand Strategist Katie Mleziva lays out a…
 
Luke Lahman, who is a long-time friend of mine and repeat guest on Food Marketing Nerds joins us on the show today out of Scottsdale, AZ. Luke is the Business Development Manager at E. & J. Gallo, the largest winery in the United States. Luke joined us back in Season 1 to discuss in-store marketing, which I’d strongly recommend if you’re interested…
 
We’re chatting with Margaret Fortner, Head of Growth at the digitally savvy Hydration mix company, Hydrant. The company has thrived as a direct to consumer brand; so much so, they’ve recently expanded into the retail space. Hydrant is as data-driven as companies come, which has helped them dominate the world of e-commerce. As Head of Growth, a big …
 
Now that we’ve reviewed how to create a brand strategy in the past 3 episodes, hopefully you are excited to put those ideas into action! As you work to bring your brand strategy to life and move into the brand strategy activation phase, however, there are a few common mistakes you can avoid by learning from other emerging food brands. This week for…
 
We’re chatting with David Klavsons, CEO of King Juice / Calypso. By volume, Calypso is the leader in bottled lemonade, and while the product has always been amazing, the company’s growth was a little stagnant. That is, until David entered the picture. Since assuming the role of CEO, David has staged a massive turnaround, helping Calypso in all area…
 
On the show today, we’re jumping into some do’s and don’ts of social media video. With how aggressively social platforms change and release new features, we brought on Matt Oesterle, manager of video production at our own Blue Bear Creative, to talk through the latest best practices relevant to food marketing in 2020. If you’re looking to up your c…
 
During this three-part Brand Strategy series, we’ve covered competitors and customers, so now it’s time to look at the final C: Company. This is where we put together all of our inputs and start to look at outputs. Get specific about these components of company strategy, and you’ll figure out how to really set your brand apart. Today on the Real Fo…
 
Today’s episode goes out to all the Kombucha nerds in the audience. This interview is a little bit of a change in pace from our usual conversations around tactics and strategies within food and beverage marketing - instead, we're diving deeper into a category that's had a major impact on the food and beverage industry. Today, we’re chatting with Ha…
 
Joining us on the show today, we’ve got Lucinda Wright, Co-Founder and CEO of Cask & Kettle. If you aren’t familiar, Cask & Kettle is a company that is truly in a category of one. They make the first and only spiked coffee K-Cups on the market, ranging from the more traditional Irish Coffee to their Hot Blonde Coffee with vodka, and even a Spiked D…
 
Figuring out your core consumers, aka the biggest fans of your brand, can be one of the hardest parts about building a food or beverage business, but it’s critical to your success. Luckily, there’s a tool to help you get specific about what you want to do: an ideal consumer profile. Today on the Real Food Brands Marketing Podcast, host and Food & B…
 
If you’re the type of person who likes to geek out on paid social, sales funnels, or just all-around masterful digital marketing, then boy do I know the episode for you. I’m excited to introduce you to our guest, Yoon-Ji Nam, Head of Growth at the company transforming the cereal category: Magic Spoon. And by cereal, I mean like breakfast cereal you…
 
Hey folks, thanks for tuning in. On the show today, we have Blue Bear’s own Social Media Strategist, Emily Larsen. Emily has spent her career in social and digital marketing, and today, we’re discussing opportunities and watch-outs for Food & Beverage brands on social media. In this episode, you’ll hear: How platforms are catering to the rise in e-…
 
We talk a lot about how Brand Strategy is the North Star for your food business that helps you align your team and guide them in the right direction towards your Purpose & Vision. And while we already have some great episodes devoted to the topic (see below for links), we wanted to put everything together in one place to really walk you through eac…
 
On the show today, we’re chatting with Jeremy Gregory, co-founder and marketing director of Montucky Cold Snacks. If you haven’t already seen Montucky’s distinctive beer cans on shelves, you probably will soon. As of February of this year, Montucky became one of the fastest-growing brands in the category, second to only White Claw. As a light lager…
 
Today we’re sitting down with Rifle Hughes, Strategy and Innovation Business Partner at JPG Resources. Rifle has spent over 20 years helping companies build strong connections between brands and consumers. He’s worked with a range of companies within the industry, from start-ups to heavy hitters like Nestlé, Hormel, and Pepsi. Rifle and I discuss h…
 
As Katie likes to say, “your Brand Strategy is how you’ll meet your consumer’s needs in a way your competitors can’t, or won’t, in order to set your brand apart.” When the front and back end of your business is integrated and aligned around your “North Star,” every resource you put behind your brand is so much more efficient and effective. When it …
 
On the show today, we have Vanessa Santana, Brand Experience Planner at General Mills. We’re discussing some of the most important issues the industry is wrestling with today, the lack of diversity and what leaders can do to play a role in making a positive change. We invited Vanessa onto the show to talk through this from both a personal and busin…
 
Howdy folks, today we’re chatting with Jim Lamancusa, founder and CEO of Cusa Tea and Coffee. Cusa is not your usual tea or coffee company. What started as a small line of innovative instant tea products soon grew into multiple product lines (including coffee), a handful of patents, and multiple global awards. Having worked at CPG start-ups that we…
 
People need to be aware of your food brand if it’s going to get from the shelf into their shopping carts. But how do you get people talking about your brand? Today on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva sits down with Nikki Nardick, Founder of Knack PR, to discuss how to connect with media outl…
 
On the show today, we’re talking with Michael Silverman, Managing Director of the Samantha Brands Group, or SBG for short. SBG is an investor group that helps promising consumer brands quickly scale and develop into enduring household names, and in talking with Michael, we get a glimpse into how SBG makes it happen. Michael is a brilliant guy who k…
 
In this episode, we’re talking to Kristen Majdanics, VP of Marketing for Firehouse Subs. We were already huge fans of their sandwiches, but chatting with Kristen gave us a whole new appreciation for the brand and how they’ve managed to grow, in spite of intense competition. Kristen started as a brand manager with Firehouse back when they had 300 lo…
 
In this episode of the Real Food Brands Podcast, host and Natural Food Brand Strategist Katie Mleziva shares a story that highlights why sometimes you need to just put in the work and watch out for shortcuts, what might happen when you change directions, and why you shouldn’t be afraid to ask for help. In This Episode: How races are won and lost on…
 
Today we’re sitting down with Shauna Martin, the founder and CEO of Daily Greens. Shauna started her career in corporate law, and after being diagnosed with breast cancer in her early 30’s, she discovered her passion for green juice and plant-based nutrition. Her green juice recipes had a profound impact on her own well-being, and wanting to share …
 
In this episode, we’ll be chatting with Tiffany Yang, the CMO of Sweety Ice Cream. Tiffany is going to take us through how she and her cousins went from the corporate world to transforming their family’s 1970’s ice cream shop into a modern brand with national distribution. Tiffany has a background in strategy and consumer insights, and having been …
 
Every food business should be thinking about an integrated marketing plan that pulls all of your marketing efforts together into one coordinated strategy working towards one set of goals. Implementation of tactics just won’t be as effective if you don’t know who want to reach or what you want to say. Plus, it will be harder to measure what success …
 
Today we’re sitting down with Kerry Carlson, Founder and President of not one, but two companies: Tundalya and Coconut Cloud. Kerry has been in the industry for a majority of her career, first founding Tundalaya in 2003, which manufactures dried goods and teas for private label and foodservice companies. With the infrastructure of Tundalaya and 15 …
 
We have Jourdan Samel, CEO of Evo Hemp, on the show today, and we’re talking about how he and his co-founder Ari built Evo Hemp from the ground up, managing to help underserved communities in the process. Evo Hemp is a health and wellness brand that makes a number of Hemp & CBD products like nutrition bars, gummies and supplements. I guess it could…
 
Whether you lead a team of one or one hundred, it’s critical to think about your role as a leader and how you’re going to lead based on your values. For our guest today, that comes down to having the courage to acknowledge past mistakes and use them to learn and grow. Today on the Real Food Brands Podcast, host and Food & Bev Brand Strategist Katie…
 
In this episode, we’re chatting with Simran Sablok, Global Marketing Director of the Meatless Farm Co. The Meatless Farm is based in the UK, and while they just entered the US market eight months ago, they have some big plans for expansion. Simran’s expertise is in marketing products that warrant a change in consumer behavior or mindset, ergo plant…
 
Season 2 is in full swing and we are kicking things off strong! In today’s episode, we’re talking to Ariel Rubin, Director of Communications for convenience store chain, Kum & Go. With 400 locations, they may not be the biggest player in the category, but you wouldn’t know that by the amount of clout they’ve built up as a brand. Ariel has certainly…
 
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