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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.

Awareness of Evergrain skyrocketed, marked by record-breaking trade media coverage.

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Industry-informed positioning backed the brand’s credibility among discerning R&D audiences.

EverPro B2B Landing Page

EverGrain EverPro Landing Page
Outcomes
From media activations to trade show strategies to protocept development, MarketPlace shepherded Evergrain and its flagship product EverPro through its first years in the industry and prepared the company for the big leagues.
earned articles in leading trade publications
40+
protocepts developed for sales presentations
30+
press pickups through strategic PR campaigns
200+
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Imagining the future of barley with product protocepts.
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EverGrain_Brand_Activation_Product_Rendering_Barley_Protein_Bread
EverGrain_Brand_Activation_Powder_Logo
EverGrain_Brand_Activation_Product_Rendering_Barley_Pound_Cake
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EverGrain_Brand_Activation_Product_Rendering_Barley_Creamer
EverGrain_Brand_Activation_Product_Photo_Coffee_Pouring

Food & Beverage Photography

B2B Social Media Videos

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EverGrain Vertical Supply
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EverGrain The Future of Barley
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