Foodnavigator-usa Podcast

Successful CPG startups not only strike the right balance between delivering on product claims and branding aesthetics — the head and heart of building a food and beverage business — but also provide consumers easy ways to learn about their brand when they spot the product on shelf, Christy Lebor, partner and director of brand development at SmashBrand, told FoodNavigator-USA.

Consumer interest in products made with ingredients from regional smallholder farmers or those practicing regenerative agriculture is on the rise, but CPG companies and suppliers are struggling to meet their demand in part because most farmers are unable to access sufficient capital on their own to scale specialty crops and sustainable growing practices.

Food and beverage industry stakeholders and consumer advocates are lauding FDA’s commitment to enhance its post-market assessment of chemicals in food, but they worry the agency’s proposed process is “thin on details,” including lacking sufficient transparency about how it would select ingredients for review, how it will assess their safety and the extent to which the public can contribute.

As US consumers embrace a wider variety of seasonings to flavor their food they increasingly want to know where spices come from, their safety profile and environmental and social impact – prompting the industry stakeholders to rethink spice supply chains, which historically have been purposefully opaque to hide widespread inequity and exploitation.

Food and beverage CPG startups can set themselves up for long-term business success by slowly and strategically growing their retail footprint, focusing first on product-market fit, unique branding and wisely allocating marketing dollars to build loyalty with customers, Jordan Buckner, founder of online CPG food and beverage community Foodbevy, shared on a recent episode of FoodNavigator-USA’s Founders’ Fundamental podcast.

More Americans – especially younger generations – are drinking tea and herbal tisanes more regularly as brands lean into the beverages’ innate functional health benefits and positive sustainability story as well as enhance accessibility with innovative packaging with appealing flavor combinations.

Nutrient dense dairy often is positioned as a posterchild for tackling malnutrition and feeding the world, but it also can have a significant impact on climate change due to greenhouse gas emissions, water pollution and biodiversity loss among other factors depending on how it is produced, transported and used – creating a difficult dichotomy for a healthy future.

Nutrient dense dairy often is positioned as a posterchild for tackling malnutrition and feeding the world, but it also can have a significant impact on climate change due to greenhouse gas emissions, water pollution and biodiversity loss among other factors depending on how it is produced, transported and used – creating a difficult dichotomy for a healthy future.

After three years of double-digit declines in volume and dollars in plant-based meat alternatives, the hemorrhaging in the category is steadily slowing, according to data from Circana – tentatively giving credence to claims by segment stalwarts that the best days are ahead for alternative protein.

To create a sustainable business, early-stage CPG companies must be prudent in how they spend their limited capital — being cautious on how much they pay in slotting fees — and ensure they maintain authenticity and their disruptor mentality when hitting financial milestones, Managing Director at Greenwich Capital Group, Andrew Dickow, shared during the third episode of the Founders’ Fundamentals Podcast.

With Red dye No. 3 soon to be banned in California and potentially in other states, and Red dye No. 40 along with the whitener titanium dioxide also in the crosshairs of some legislators and public health activists, food and beverage companies that rely on the colors are searching for alternatives that will deliver vibrancy without significantly impacting taste or driving up costs.

Between ongoing inflation, rising fears about climate change’s impact on the food system, and increasing physical and mental health concerns turbo-charged by the pandemic, consumers have been through a lot in recent years, and in response, new data from Cargill shows they want a lot in return.

The Startup Pavilion at the Institute of Food Technologists’ annual Food Improved by Research Science and Technology (IFT FIRST) in Chicago earlier this month featured cutting-edge solutions to some of the most pressing challenges facing the food system, including food safety, nutrition security, climate change and diet-related chronic disease.

Mega-viral social media trends promoting water “recipes” and consumption, including #watertok, #beveragegoblin and #sexywater, alongside surging demand for hard-to-find Stanley cups may lead one to believe that Americans are sufficiently hydrated – but a recent YouGov/Yahoo News poll suggests the opposite is true, underscoring a tremendous market opportunity for beverages making hydration claims.

Many CPG brands eager to grow their retail footprint often rely on the expertise of brokerage firms. However, finding the right partner can be a nuanced challenge that requires founders to have a detailed growth strategy down to specific channels and regions, as representatives from brokerage firm C.A. Fortune told FoodNavigator-USA during a recording of the Founders’ Fundamentals podcast.

In an era where money is tight for consumers and companies alike, and leeway for new products to fall short of expectations is even tighter, many CPG companies are rethinking their innovation investment strategy to make fewer but bigger bets – a strategy that is paying off for Danone.

At the Summer Fancy Food Show in New York City last week, health claims were downplayed and flavor came first – for real – followed by personalization with more brands offering consumers ways to dial up or down the heat, tang, funk and other characteristics that can be polarizing.

An end may be in sight for the capital crunch that has slowed innovation, growth and M&A activity in the food and beverage space in recent years, according to one investment insider, but she warns the timeline is longer for closing deals and the bar is higher for small and midsize companies or startups to successfully exit than pre-pandemic.

As the media landscape has become more fragmented in the past ten years, social media has emerged as one of the most influential sources of information on the consumer path to purchase and many companies are shifting advertising dollars accordingly – but new research from the marketing communication agency HUNTER suggests going all in on Facebook, TikTok, Instagram and other social media outlets may not be the best marketing strategy for food and beverage brands.

Food and beverage brands should focus on the fundamentals of growing slowly and strategically to set up long-term success while also complementing a founder's vision with a team of experts with diverse skillsets, Seth Goldman, co-founder and chief change officer at Eat the Change, shared in the first episode of FoodNavigator-USA’s Founders’ Fundamentals podcast.