Building Community Around an Authentic Brand

Prior to joining Egglife Foods, I spent my career building well-known food and alcoholic beverage brands. While fun, (delicious) and exciting, I felt the urge to work for a company that stood for something more. I wanted to work with a brand that I would feel good about eating and sharing with my family. There are a number of reasons Egglife was the right fit – not only for me personally, but as a healthy alternative for the community it’s built.

Being Authentic to Our Brand’s Origin

When defining a brand, particularly as a startup company, I believe it’s especially important to identify core values that align with your company’s mission, vision and product or service. Those values, when truly authentic to a company, have the ability to attract and maintain a community-like employee and consumer base. ?

According to the Ipsos Global Trends 2021 report, 70% of surveyed consumers say they buy from brands they believe reflect their own principles. We’ve found that to be especially true with Egglife, as much of our consumer base has been built on unlocking new eating opportunities and the need for a clean, tastier food solution. Here at Egglife, our brand’s origin story generates that connection for consumers. The first egglife egg white wraps were created out of necessity from the kitchen of our founder, Peggy Johns. Dealing with her own health challenges, she faced the question: “How can I navigate dietary restrictions and still live my life?” Driven by a desire to help others that faced the same dilemma, Egglife Foods was born.

Walking the Walk

At Egglife, we believe wellness is a holistic journey, not a destination. Food is a connector, a comfort and a celebration for people – which is why consumers aren’t willing to sacrifice taste for nutrition. As someone who has experienced gestational diabetes, I know what it means to find food intimidating and restricting. I felt my own personal connection to the brand and what Egglife stands for, which is what drew me to the position I’m in now.

I’ve found brand authenticity and vulnerability to be a key ingredient in building brand loyalty. In my role as Chief Marketing Officer, I’ve worked to ensure Egglife’s emphasis on consumer wellness. Through our most recent partnerships with Beyond Type 1 and the American Diabetes Association? (ADA), we’re helping raise awareness around the challenges of managing diabetes and connecting consumers with strict dietary needs with the knowledge to make simple lifestyle changes. These organizations are authentic partners for Egglife, as offering consumers food freedom is something that aligns perfectly with our company goals.

The Importance of Brand Authenticity

Transparency and consistency in messaging are key to ensuring an authentic brand. Consumers, particularly in younger generations, are much more likely to give preference to brands that are real and organic versus those that appear “perfect.”

At Egglife, we place a high importance on our ability to be personalized. We’ve spent a lot of time and effort understanding our consumers to ensure we are catering to their needs and wants and aligning our own messaging and values. From individuals with diabetes to those eating gluten-free or keto diets, we understand that our brand is most authentic to consumers that are actively trying to make better lifestyle choices. Our connections with those communities are what has helped us break through the saturated market as a challenger brand.

Changing Lifestyle Perceptions

The most rewarding part of my role has been hearing our consumers share their stories of how egglife has been a game changer in their lives. The fact that so many people feel seen by our brand has been incredibly rewarding, particularly because at surface level, these stories stem from a simple tortilla alternative. Since joining the company, I’ve even been inspired to prioritize lifestyle changes of my own. From being more conscious of the products I consume to finding balance wherever I can, I genuinely feel empowered by our brand to make strides in my own wellness journey – and it’s my hope that our consumers continue to feel encouraged to do the same.