Plant-Based Food Has a Communication Problem
Your brand has big dreams and big plans. You’re on a mission to change the world 🌎 with better food and sustainable production practices.
It’s amazing. It’s admirable. But in your excitement to tell your customers about what you’re doing, you may be going right over their heads. 😵
The average consumer–the one who’s going to see your brand at the store or find it online–hasn’t read all the science.
He hasn’t watched all the documentaries. 📺
She doesn’t have the time to compare carbon footprints (if she’s even aware that’s a thing).
The Average Consumer is the Confused Consumer
What consumers do know is bits and pieces.
Buying local, choosing organic, shunning GMOs, shopping the periphery of the grocery store. 🍓🥑🥒🥔🍄🥕
And maybe that intermittent fasting might help them lose weight if the keto thing doesn’t work.
How Can We Fix Consumer Education?
Learn who the target market really is, meet them where they are and start speaking their language.
Create high-quality consumer-focused resources that teach–instead of selling.
Follow through with engaging nurture campaigns that create long-lasting customer relationships.
Meet the Chief Nerd
Hi there! I’m Theresa “Sam” Houghton, and I love nerdy content.
What started as a journey to better health turned into a passion for sharing actionable, life-changing information. In 2009, I went plant-based; in 2014, I became a health coach. All the while, I was writing content to pay the bills.
But I’ve always been a writer. Since I was a kid, I’ve been crafting stories and writing informative reports. I’ve been hunting down all the news that is the news and digging into characters’ psyches because I love to explore.
Now, I’m using all that to help plant-based companies (like yours!) bridge the gap between their products and their customers with educational, actionable content.
And I spend the vast majority of my time hanging around with your target audience. I hear them talk, I know how they think and I know what confuses them. It’s my nerdy pleasure to work with companies to unlock all those secrets and create content customers can understand and appreciate.
Full story coming soon…