Elly Truesdell

How did jackfruit become a plant-based success? It took strategy, innovation, and understanding consumer drivers: taste, health, and sustainability. The Jackfruit Company shows how combining natural benefits with market insights can break barriers. Can jackfruit inspire more breakthroughs in sustainable food systems? https://lnkd.in/eJaF_Jgc

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Community Call: Whole Foods Market - Updates for Local and Emerging Brands Kristin Sherman, Principal Local Forager at Whole Foods Market, and Casey Gaston, Executive Leader of Local and Emerging Brands, join Community Call to share essential updates and strategies for local and emerging brands who want to get their products on shelf including: *Changes to how the local and emerging team operates *Current differentiation and innovation the team is looking for *Inside tips for submissions and pitching *Distribution recommendations *Pricing strategies *Special diets and macro trends of note

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🚀 The rise of functional beverages is more than just a trend—it's a movement reshaping how we think about what we drink. 📖 Great piece by Keren Landman at Vox on why the better-for-you beverage category is surging, with the market set to surpass $200 billion by 2027. Millennials are leading the charge, consuming these beverages at twice the rate of other age groups.   🌱 This is just the beginning. The rapid innovation and demand we’re seeing are a testament to consumers seeking healthier, more mindful alternatives to traditional drinks.   🌵 We look forward to continuing to pave our own unique path forward for MAGIC CACTUS and provide consumers with a refreshing, healthier beverage that can be enjoyed by a broad base of drinkers nationwide. ✨   Link to full article below:

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Great time with Elanie and Kay from the Renegade Nutrition Podcast! Their content is always so timely related to changes in the science of nutrition, it's impact on our wellness, and how we can all be better at 'biohacking'. We discussed the importance of polyphenols in the diet for longevity, data from blue zones, and Goode Health. Give it a listen (if you have an hour or listen at 1.75x speed) and follow Renegade!

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Once again food retailers are following rather than leading in the food-as-medicine space. Instacart has partnered with New York's largest health system, Northwell Health, to provide stipends for patients to purchase healthy food. Food retailers have an opportunity to take a leading role in helping shoppers improve their wellbeing and control, if not eliminate, some of the chronic health conditions that afflict a majority of the U.S. population. Technology is providing the tools - extensive attributes on every food item driven by diet, health condition, lifestyle, drug interactions, and more, are coming together with automated hyper-personalization to enable retailers to guide each individual shopper to foods beneficial to them. My white paper, Next-Generation Food-As-Medicine, lays out how food retailers can do well by doing good. The paper is available here: https://lnkd.in/gq-QuR5T https://lnkd.in/gGSaBJE2 #FAM Center for Advancing Retail & Technology (CART) Sifter Birdzi, Inc. Andrew Parkinson Thomas Parkinson Shekar Raman #food #grocery #supermarket #health #health&wellness #innovation #retail #CEO #CIO #CMO Supermarket News Instacart

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Narrative Food is one of hundreds of companies that is committed to leading the way—right now. We're proud to announce today we are officially Climate Neutral Certified. We've spent months working with @ChangeClimate to measure and take accountability for our annual carbon footprint. We've: - Calculated all of the emissions that it takes to make and ship our products - Set time-bound reduction action plans to reduce our emissions - Compensated for 100% of our carbon footprint by investing in climate change solutions, including the planting and protection of blue carbon coastal ecosystems with @SeaTrees. Climate change requires immediate action—there isn't a minute to waste when it comes to reducing and removing emissions. Look for the Climate Neutral Certified label when you shop to support the companies taking immediate climate action. Together, we can tackle the climate crisis. #bcorp #b1 #climateneutral #1percentfortheplanet #wethechange,#businessasaforceforgood #consciouscapitalism,#giftsthatgiveback #giftwithpurpose #impactfulgiving,#sustainablefood #eatkind,#esg #environmentalsocialgovernance https://lnkd.in/gwFMdZmH

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🍾 NEW WEBINAR for non-alcoholic beverage + #CPG brands: Breaking into Retail: A Roadmap for Emerging Brands w/ SPINS and the Adult Non-Alcoholic Beverage Association (ANBA). For a growing brand, succeeding in physical retail stores is the key to scale. In the USA, there are over 2,500 natural grocery stores, 110,000 conventional grocery, mass, drug and club outlets, and over 100,000 convenience stores. In this webinar, Benji Fitts from SPINS will teach you strategies on how to pick the perfect retail partner that aligns with your needs and mission, and divulge tips and tricks to craft a smartly tailored pitch to curious category managers. If your goal in 2025 is succeeding in the retail marketplace, don't miss this important webinar. RSVP & REGISTER AT: https://lnkd.in/eekgh59s ~~~~~~~~~~~~~~~ ♻️ #Repost if you like this content and follow me, Marcos Salazar 🍺🍷🥃 , for more content like this. ~~~~~~~~~~~~~~~

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US spirits consumption has declined, with volume sales shrinking by 3% in the first seven months of the year compared to the previous year, as higher prices deter consumers. Vodka, rum, and Scotch whisky were the worst performers, with vodka sales down 3.8% and Scotch whisky by 5.8%. The spirits sector had previously enjoyed steady growth, peaking during the pandemic before falling back. Analysts are debating whether this decline is cyclical or structural. Some point to factors like the popularity of GLP-1 weight-loss drugs, Gen Z’s lower alcohol consumption, and marijuana legalisation as long-term challenges. However, others suggest the current weakness is primarily cyclical, driven by destocking and competition from the growing “ready-to-drink” (RTD) category, which saw an 11% rise in spirit-based RTD sales. Spirits companies such as Pernod Ricard, Diageo, and Brown-Forman have seen their share prices drop, with inflationary pressures and destocking weighing on revenues. Despite the current challenges, Diageo’s CEO remains optimistic about the industry’s long-term fundamentals.

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The Ready-to-Drink (RTD) alcohol market is witnessing explosive growth, fueled by a shift in consumer preferences towards convenience and premiumization. Modern consumers, particularly millennials and Gen Z, are embracing these easy-to-serve options that offer quality and variety without the need for bartending skills. The surge is also supported by innovative flavors and healthier choices, such as low-calorie and organic options.

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I love the protein bar category. We've seen significant consolidation over the past few years, but it's still as competitive as ever (see the timeline below). While we often talk about the challenges of going up against the big players, the data tells a different story. Shout out to the privately-owned protein bar brands, Robert Irvine, Barebells, IQBAR, Clio Snacks, Power Crunch, GoMacro who continue to grow the category and drive innovation. Also kudos to the financial wizards Bain Capital and 1440 Foods Lets go! 🔥 It's been a challenging time for Mondelēz International , Mars and Kellogg Company Below is a quick timeline for the sake of posterity. Also I took the liberty to add Mars as the owner of RXBAR and Special K due to the Mars purchase of Kellenova (please be easy on me on in the comments) October 2017: RxBar acquired by Kellogg’s for $600 million. July 2019: Perfect Bar acquired by Mondelez International for $340 million. August 2019: Quest Nutrition acquired by Simply Good Foods Co. for $1 billion. November 2020: Kind Bar fully acquired by Mars, Inc. for an estimated $5 billion. August 2022: Clif Bar acquired by Mondelez International for $2.9 billion. August 2024: Kellanova (Kellogg's Snack Division) acquired by Mars, Inc. for an estimated $36 billion. #SnackWars #ProteinPowerPlays #BarFight #SnackAttack #BigSnackEnergy

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Anyone in Drinks CPG read this article as it sums up the current state with what new brands face from finding investors, getting and keeping shelf space, and the age old question if DTC is worth it. Has some good lessons from the Aura Bora founder and simple take home message is focus of getting to profitability if you want to raise money. Top line metrics, growth at all costs KPIs are all but dead except in very very rare cases.

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🍺 On NPR yesterday, “After almost 20 years of explosive growth in the craft beer industry, more U.S. breweries closed than opened…the biggest challenge for breweries right now is standing out.” - Bart Watson , incoming CEO of the Brewers Association . “Demand for craft beer really stemmed for three things - for flavor, for variety and for a set of values around local, independent and just the companies themselves.” He goes on to note that they’ve succeeded in variety and flavor, which leaves the companies—branding—to make the difference. At Creature Theory we’ve been pessimistic about #craftbeer growth for nearly 10 years, and as strange as this sounds, that’s why so many of our craft beer clients have achieved so much success. We take nothing for granted. Saying “local” isn’t enough any more. Saying “quality” or “independent” is just white noise. Purchase behavior is emotional—and often irrational. By applying audience profiles, core operating principles, competitive audits and a bit of poetic license in sweeping brand storytelling, Creature Theory devises a three-dimensional, strategic exploration of your brand. And that’s all before we get to award-winning #logos #packagedesign #websites etc. Link to Article: https://lnkd.in/eiTK2zet Link to Creature Theory for more beer branding: https://lnkd.in/gSKJyXms Some of my most well known craft brewery experience includes working with Stone Brewing Funky Buddha Brewery Odell Brewing Company Cigar City Brewing Carolina Brewery Garage Beer Humm Kombucha 49th State Brewing Precarious Beer Engkanto Brewery Green Flash Brewing Co. Blue Mountain Brewery, Inc. Mother Earth Brewing ——— #craft #brewery #beer #craftbrewery #beerbranding #branding North Carolina Brewers Guild #labeldesign #beerlogo #candesign

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We need to empower consumers to make informed choices about the products they purchase if we are to truly have mass adoption of alternative proteins. The USDA's recent update on meat label guidelines is a significant step forward in ensuring transparency and accountability in the food industry. By requiring evidence-based claims for terms like 'climate-friendly' and 'humanely-raised,' this policy change not only helps combat greenwashing but also incentivizes innovation in sustainable and ethical meat production practices. I really believe the future of food depends on our commitment to transparency and accountability. It will be interesting to see how this sparks the industry. I liked this overview analysis in the Green Queen: https://lnkd.in/eZHJGpcG #agrofoodtech #sustainability #ClimateTech #USDA #MeatLabels

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"How to accelerate your startup journey in a crowded marketplace" 16-Apr-2024 By FoodNavigator BeyondSKU Accelerator is calling for innovative New Yorkers to apply to its upcoming fall cohort. "We can’t believe how accelerated our growth has been since participating in Cohort 4 of BeyondSKU," said Daniel Auld, co-founder of Kekoa Foods. "The mentors are seasoned CPG leaders who encouraged us to share our biggest pain points so they could offer their insight, expertise and connections to help us develop a solid growth plan over an 18-month period." Read more below and deadline for companies to apply is June 15. If YOU are a founder interested in joining us, please visit www.beyondSKU.org ! #cpg #foodandbeverage #cpgindustry #entrepreneur #innovation #mentors #cpgleaders #cpgexpert #accelerator #beyondsku #newyorkcity BeyondBrands

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For those interested in making angel investments into plant-based foods companies that continue to grow sales very nicely quarter after quarter, here's a great crowdraise investment opportunity into Lever VC portfolio company Blackbird Foods: https://lnkd.in/ery9MMDy

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I undertand everyone wants to increase profits in the CPG but at what cost? Working with large natural food distributors like KeHE and UNFI can feel like a double-edged sword for emerging and independent brands. On one hand, they offer the reach and shelf space that smaller players desperately need. On the other, their fees and markups—sometimes 30% or more—can create serious challenges. Does a distributor really need to make a 30% markup just to move a box to a retailer they’re already servicing? Consider this: If their load for a single drop-off is valued at $1,000 or more, slapping on a 30% markup means tacking on an extra $300 to the cost—well above what it might actually take to cover the delivery expenses (often closer to $150 or so). That difference doesn’t just vanish; it ultimately shows up on the consumer’s receipt and squeezes margins for small brands. When the media talks about inflation, they often gloss over how many layers of corporate markup are built into the grocery supply chain—layers that can include sheltered income streams, administrative fees, and other hidden costs. If we want a healthier and more transparent grocery landscape, we need to shine a light on these markups. Supporting local supply chains, demanding fair distribution policies, and insisting on clearer pricing structures can help remove these unnecessary barriers. Otherwise, small brands and consumers alike will continue to pay the price of an overly complex—and often inflated—system. Share your thoughts and lets start a conversation to make it better for everybody. Is the system broken? #NaturalFoods #FoodIndustry #SmallBusiness #Distribution #CorporateGreed #GroceryIndustry #Transparency #Inflation Alex BayerMatt Weiss, CFAKenny HausmannWayne WuSteven KaplanJohn ForakerPeter GialantzisAdam SiskinAdam LejaChris RobbStephen GaitherBrenda SteeleJim SimonPeter RahalMelanie KahnWill NitzeAlan MurrayWade Yenny

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Diageo doubles down on non-alcoholic spirits with the acquisition of Ritual Zero Proof & now owns three of the five world's largest non-alcoholic spirit brands Ritual Zero Proof was founded in 2019, and became the #1 non-alcoholic spirits player in the US after joining Diageo’s accelerator program in 2020. Five reasons why this deal makes sense: 1) Fast growing: The US non-alcoholic spirits has been the fastest growing category with +31% L5Y CAGR. 2) Incremental: 94% of non-alc buyers in the US also purchase alcoholic beverages, spending on avg $292 more than households exclusively purchasing alcohol demonstrating the incrementality of the category to beverage alcohol. 3) High Right-to-Win: Ritual is already a #1 non-alcoholic spirits player in the US, with a strong market position and tailwinds 4) Synergistic: being a #1 player globally in both alcoholic and non-alc spirits Diageo is well positioned to build on Ritual’s current success and scale it up further leveraging its GTM muscle and category expertise 5) Close to the Core: being a part of Diageo’s accelerator (Distill Ventures) since 2020, Ritual already knows what it takes to make cooperation with a spirits giant successful, limiting risks of integration challenges Exciting times for Diageo 𝗔𝗯𝗼𝘂𝘁 𝘂𝘀: FF&A solves the most complex strategic problems of the world's largest FMCG companies across Corporate Strategy, Organic Growth, Digital RTM (eCommerce, DTC, and eB2B) and M&A. 14 out of the world's 20 largest FMCG companies are repeat Clients 𝗧𝗼 𝗸𝗻𝗼𝘄 𝗺𝗼𝗿𝗲, 𝗰𝗳. 𝗼𝘂𝗿 𝗹𝗮𝘀𝘁 𝗙𝗠𝗖𝗚 𝗠&𝗔 𝗽𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗹𝗼𝘄: https://lnkd.in/efD5RNWX 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 & 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #fmcg #cpg #mergersandacquisitions https://lnkd.in/dXAZQ242 Pernod Ricard The HEINEKEN Company AB InBev Carlsberg Group Campari Group William Grant & Sons The Coca-Cola Company PepsiCo

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Coca-Cola relaunches Mexican soft drink brand Barrilitos in California and Texas The beverage manufacturer said the fruity offering, which first launched in 1938, appeals to consumers craving nostalgia and a connection to heritage and authenticity. Coca-Cola is relaunching the Mexican soft drink brand Barrilitos in the U.S., starting with California and Texas. There is likely to be further near-term expansion into Nevada and Oklahoma. Barrilitos was discontinued a few years ago after Coca-Cola said it listened to consumer feedback and chose to concentrate on other imported brands, the company stated in an email to Food Dive. The beverage manufacturer said Barrilitos appeals to people craving nostalgia, its connection to heritage and authenticity, and its vibrant flavors and quality. Barrilitos, which debuted in 1938 in Monterrey, Mexico was purchased by Coca-Cola in 2008. Coca-Cola said the fruity beverage is getting a new formula. The company declined to offer specifics about the reformulation, except to say that it appeals to a new generation of consumers. Hispanics are fueling 16% of total consumer packaged goods (CPG) growth in the U.S., according to a report from Circana.The data firm noted the demographic makes up a fifth of the American population and accounts for 71% of national population growth between 2022 and 2023. At the same time, more than 25% of Gen Z and Gen Alpha identify as Hispanic, Circana said, demonstrating the long-term potential of the Hispanic consumer group. In relaunching Barrilitos in the U.S., Coca-Cola noted that the beverage appeals to multicultural Gen Z’ers, millennials and families. This wide consumer base immediately gives Coca-Cola a diverse cross-section of the public to target, most notably younger consumers who are looking for novel flavors and increasingly control a larger portion of consumer spending. “Barrilitos is evolving to meet the needs of a new generation, without losing sight of its rich history,” Maria Correa, who leads the Barrilitos brand for Coca-Cola, said in a statement. “We’ve infused Barrilitos with a refreshed brand identity while preserving the classic flavors and traditions that have made it a beloved part of Latino households. This relaunch is an invitation to experience Barrilitos and celebrate its heritage in a whole new way.” Barrilitos, which is produced in Mexico, is available in four flavors — Mandarina (Mandarin), Manzana (Apple), Piña (Pineapple), and Ponche de Frutas (Fruit Punch) — packaged in a twist-glass bottle. In relaunching Barrilitos, Coca-Cola is likely looking to tap into some of the attributes that made its Topo Chico brand a success. Coca-Cola paid an estimated $220 million in 2017 to purchase Topo Chico, a Mexican sparkling water brand it had worked closely with for nearly a century before, as it moved aggressively to diversify its beverage portfolio and reduce its dependency on sugary drinks.

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“Growing a CPG company, especially in the food and beverage space, ‘is astronomically harder today,’. ” Paul Voge you said it, man. So many truth bombs dropped in this article about the challenges and difficulties growing and scaling a CPG brand in today’s world. The cruel reality is that it takes a whole lot of money or a whole lot of time (and most times both) along with a fair amount of luck to have a chance at making it. If you dont have a ton of money then you better have a ton of time, some good fortune, and a product that can withstand many changes of the seasons (and "trends"). For most emerging brands today its all about survival and just finding a way.  There are lots of traps out there– lots of shiny objects– lots of vanity metrics hoping to be noticed and cared about–but at the end of the day sometimes its just about living to see another one. Here’s to all you day-to-dayers and week-to-weekers out there that are all just finding a way. Keep finding it.

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