The go-to-market strategy that launched the world’s largest brewer into food ingredients
EverGrain, a nutrition ingredient company by AB InBev, sought to enter the B2B ingredient space with upcycled plant protein. As veterans of the food industry, we tapped into our vast industry network and expertise to activate a breakthrough go-to-market strategy.
The Situation
Many predict that the future of food lies in plant-based ingredients, but those ingredients do not come without their challenges—modern consumers also have high expectations for taste, functionality, sustainability, and nutrition. Enter AB InBev, the parent of some of the most recognizable consumer brands in the world. AB InBev saw a chance to challenge the status quo, launching a portfolio of upcycled barley ingredients that set a new standard for quality and sustainability in the plant protein category.
What We Did
The challenge? AB InBev was new to the supply side of B2B ingredients. And that’s where MarketPlace came in. As 20+-year veterans in the business-to-business ingredient space for foods, beverages, and supplements, we shaped the go-to-market strategy and facilitated the brand’s launch, carving a space for barley protein within the blossoming plant protein category. Today, barley protein appears on CPG labels for brands like Athletic Brewing, activist James Wilks’ FȲTA, and Garden of Life.
EverPro B2B Landing Page
Food + Beverage Photography
B2B Social Media Videos
Trend Forecasting + Market Research
Brand Positioning
Brand Activation
Annual Marketing Planning
Facilitated Ideations
Trade Show + Event Strategy
Trade Media Strategy
Digital Strategy
Visual Identity Systems
Iconography
Brand Style + Application Guide
Product Branding
Environmental Branding
Trade Show Booths
Sales Tools
Website Development
UX + UI Design
Trade Media Programs
B2B Lead Acquisition
Press Releases
White Papers + Advertorials
Video Production
Photography
Motion Graphics