It seems that every few weeks, a little-known (often exotic) fruit or veggie is declared the next superfood. By moving so quickly from one proclaimed superfood to the next, we’re left to semi-seriously infer that the previous one failed to live up to its moniker and (innumerable) promises. This fact, however, doesn’t stop certain stripes of… Continue reading <span class="meta-nav">→</span>
Our client IOI Loders Croklaan recently tasked us with the unveiling of their latest product, a line of colored and flavored shortenings called FuseRite™. Through solid communication and a strategic ingredients marketing plan, we established the following: Primary goals: Stress FuseRite’s versatility; clearly communicate that it makes the job of product development easier; and highlight… Continue reading <span class="meta-nav">→</span>
When I first took a bite of sushi when I was four years old, or should I say, after my mother shoved it into my mouth, I knew it was my new favorite. Growing up, when asked about what my favorite food was, I always took secret delight in the gasps of “gross!” or “you… Continue reading <span class="meta-nav">→</span>
Starbucks has been slinging (can you sling a latte?) its incredibly popular Pumpkin Spice Latte for around a decade. While they didn’t invent the spice combination, they’re at least partially responsible for the increased pumpkin-spicing of our drinks and desserts every fall for the past ten years. Drinks and desserts are one thing, but now… Continue reading <span class="meta-nav">→</span>
When it comes to food ingredient labels, consumers are savvier than ever, and those shelf-smarts have, over the last few years, begun extending to ingredient lists for our pets’ food, but all is not yet perfectly clear, even for the shrewdest of label readers. As with human nutrition, pet ingredient lists, due to terminology, don’t… Continue reading <span class="meta-nav">→</span>
The holiday season is staring us down. Seeing Thanksgiving tchotchkes in stores already is stressful, but what’s more stressful about this season is budget planning. If, like us, you’re responsible for marketing products and building brands, this tends to be a precarious time of year, as you’re simultaneously carrying out the remainder of your marketing… Continue reading <span class="meta-nav">→</span>
From the samples to the demonstrations to the entertainment factor (yes, even the tchotchkes), trade shows make us happy. We especially love trade shows that combine the subject matter and disciplines that hit our collective sweet spot. Perhaps no show does that better than SupplySide West. If you’re reading this, you’re probably aware that we… Continue reading <span class="meta-nav">→</span>
I’ve had the pleasure of working with the food ingredient media for over 20 years, 11 years of which has been on behalf of MarketPlace. The media regularly tells me a version of “we love working with you because you really understand media.” At MarketPlace, our job is to provide value to our partners through… Continue reading <span class="meta-nav">→</span>
For businesses whose clients are other businesses, branding – or rebranding – isn’t often a top priority. There are always other tasks to tackle, other fires to put out. Who has time for branding with sales to make, supply issues to resolve, new products to launch, and marketing initiatives to fulfill? The way we see… Continue reading <span class="meta-nav">→</span>
Developing a new website can be daunting, all-consuming, and intimidating. There are so many details to consider, and with the rate at which technology moves, keeping up can be taxing…and that’s not even considering the maintenance of the content! Because we go through the process regularly with our partners, we’re used to juggling all these… Continue reading <span class="meta-nav">→</span>
I’ve been thinking about insects. Specifically, I’ve been thinking about eating them (or, so far, not eating them). Meat isn’t usually considered a luxury item in western culture, but prices are predicted to rise substantially in the next decade. If meat consumption grows concurrently in developing parts of the world, the strain that meat puts… Continue reading <span class="meta-nav">→</span>
One of the biggest opportunities to make an impression with current and potential food industry partners is the Institute of Food Technologists Expo. A symposium of 1,191 exhibitors, thousands of attendees, and a million split-second opportunities to get the attention of your audience, companies rely on the IFT Expo to build brands, introduce new ingredients,… Continue reading <span class="meta-nav">→</span>
Officially launching a website isn’t the exhale that it used to be. We certainly high-fived and enjoyed the moment recently after we hit the “Publish” button on a new social site for our client FURminator, but we sat right back in our seats after the high-five and got back to work creating more content. The… Continue reading <span class="meta-nav">→</span>
Did you know that sriracha is a style of hot sauce, not a brand of sauce? Just like ketchup, sriracha can be manufactured by anyone. However, in the U.S. at least, when someone says sriracha (or rooster sauce for that matter), they’re talking about Huy Fong Food’s spicy elixir with the iconic green cap and… Continue reading <span class="meta-nav">→</span>
When’s the last time you clicked on a banner ad? Or felt anything but annoyed by one? After years of increasingly aggressive banners – flashing, expanding, even sneaking onscreen – we’ve started to train ourselves, when not actively despising them, to ignore them. But that doesn’t mean they can’t be worth the investment. So why… Continue reading <span class="meta-nav">→</span>