Of all the exciting things that happen at MarketPlace on a regular basis, one of my favorites is when we kick off new partnerships. One of our most recent partners is IDF (International Dehydrated Foods), a global leader in the design and
production of poultry, meat, and broth ingredients. We recently began work with IDF on developing their brand story, which is amazing and has so much potential to say and do big things in the industry. (more…)
The twitterverse and tech blogs are abuzz: as of today, one million apps have been launched via Apple’s App Store. While gaming apps tend to have the highest number of downloads (shout out to Angry Birds), there are a number of food, photo, news, and music apps worth checking out. To commemorate this million-app milestone, I’m sharing five of my favorites. (more…)
In 2008, flax was all the rage among health-conscious consumers. Declarations of its near-magical powers significantly boosted consumer recognition of this cancer-preventing, menopause-easing superfood.
Cooking shows made classic baked goods healthier with the incorporation of flaxseed. Magazines urged consumers to sprinkle it on their cereal and yogurt for an added health boost. Boasting high fiber and omega-3 content, flaxseed was the darling of the health food movement. (more…)
At a recent industry trade show, several attendees asked me, throughout the course of an afternoon, what a food marketing agency does and why an agency would have a booth at a food show. Though my colleagues will tell you I’ve never offered a simple answer in my life, the answers this time really were quite simple. (more…)
Typically, I’m neither for nor against shrimp. This morning, though, I felt very deeply about them. On my drive to work, I listened to a podcast. The specific episode of this podcast deals with color—its nature, how we experience it, why it matters, etc. As color is a crucial issue for many of our partners and their products, I was excited to learn more. Then the podcast folks mentioned shrimp, and I felt pretty good about myself, now learning more about color and food. (more…)
We love challenges, whether they’re related to marketing strategy, advertising, brand building, or eating X number of Y in Z minutes. So we especially love it when we partner with a client who enjoys challenges as much as we do. Solazyme Roquette Nutritionals, a new client, is doing amazing things in the food, beverage, and ingredients world. For instance, they harnessed microalgae for use as a whole food ingredient, and their product Almagine™ literally has the potential to revolutionize the future of nutritional food development. Being relatively new to the industry, they approached us to help build awareness of their company and spread the word about them and their amazing microalgae-based product platform in advance of their appearance at various trade shows. (more…)
We recently began working with Martin Bauer Inc, an integrated division of the Martin Bauer Group, a German-based supplier of herbal and fruit infusions, teas, and tea extracts. Their customers include companies from the tea, beverage, and pharmaceutical industries, and we’re working with them to help them break into the US market. (more…)
The value proposition for health & wellness products, whether it be foods or ingredients or even capabilities, can be tough to communicate clearly. Everyone knows that health & wellness is now a standard, not a niche, however not every company offers the same products or capabilities in delivering what businesses need and ultimately what the end-consumer wants in achieving success in this ever evolving market. (more…)
Baldwin Richardson Foods is a manufacturer of ingredients and products for the industrial and foodservice markets. Additionally…they produce and market (3) distinct consumer brands. Challenging? Yes. In approaching the development of this new website, our two largest tasks were to 1) develop a brand face for Baldwin Richardson as an identity did not exist and 2) devise and implement a marketing communications strategy to manage and develop the user experience depending upon market and information sought….and to develop content accordingly. We began with a few brochures and product lists.
We started by first developing brand elements including the overall and business unit branding statements that resulted in the tagline, “Our Passion, Your Brand.” Baldwin Richardson Foods services large global brands and they wanted that expertise to reinforce their capability.
