In today’s competitive marketplace, it’s tempting to use any and all of the health and nutrition buzzwords to entice consumers to buy your product and to showcase an ownable point of difference. From free range, sugar free or hormone free to all natural, locally grown or organic, some descriptors have formal definitions and others do not. How do brand marketers and product innovators effectively leverage the food and beverage lexicon of the day, while maintaining truthfulness and credibility? This talk will focus on how to develop a descriptive brand storyline which effectively balances creative marketing with evidence-based science…and doesn’t require a PhD in health and nutrition to decode!
About the presenter:
Dr. Rachel Cheatham is Founder & CEO of Foodscape Group, LLC, a nutrition marketing consultancy based in Chicago, IL, USA. Serving as a navigation partner, Rachel helps companies, brands and entrepreneurs successfully conceptualize, create and position healthier foods and beverages in the global marketplace. Rachel holds a doctorate in nutritional biochemistry from Tufts University, where she is an adjunct Assistant Professor of Food Marketing. She has been a commercial television producer, Director at the International Food Information Council, and Senior Vice President at Weber Shandwick, a global public relations firm. She is a Professional Member of the Institute of Food Technologists, and member of both the American Society of Nutrition and Academy of Nutrition and Dietetics. She blogs regularly on hot topics impacting the food industry and consumers alike at Foodscape Finds.