How Food Brands Can Tell Their Ingredient Story Better with Ali Cox, Founder & CEO of Noble West

In this episode of the Produce Moms podcast, Lori Taylor and Ali Cox, OLY , founder and CEO of Noble West , discuss the importance of branding and marketing in the produce industry, as well as the challenges faced by growers in promoting their products.

"I think the big challenge is that (fresh produce is) brought to market as a commodity," said Lori. "Consumers are pretty agnostic as to whether (broccoli is) grown by Ocean Mist or Boscovich or Duda or whoever the grower might be. They just want the broccoli."

Ali believes that, until brand marketing in embraced in produce, it's going to continue to be the same.

"Those who know how to get their boxes and displays in the produce aisle in the produce section are really, really sophisticated," she said. "That's a branded experience. The carton, the sticker, the e-commerce, it all works.

"So that's where I was like, if you don't think that brand marketing works, you're crazy."

Read and Listen on The Produce Moms Website

Other Key Points in the Conversation

• Branding and marketing are crucial in the produce industry to differentiate products and increase consumer demand.
• Growers face challenges in promoting their products due to commoditization and the rise of private label brands.
• Consumers prioritize price, taste, availability, and sustainability when making purchasing decisions.
• Investing in branding and marketing can help growers improve their value proposition and stand out in the marketplace.
• Storytelling and strategic marketing are essential tools for promoting produce and connecting with consumers. Farmers need to tell their differentiated story and communicate their sustainable and regenerative practices to consumers.
• Industry-wide initiatives are crucial in driving consumption and demand for fruits and vegetables.
• Supporting local and domestic farmers is essential for national food security and a strong farming economy.
• Upcycling farm excess can provide a valuable value proposition for farmers.
• Effective marketing requires understanding the realities of feeding a family and connecting with consumers on social media platforms.

Chapters:

• 00:00 Introduction and Background of Guest
• 06:25 The Iconic Growing Region of Turlock
• 09:23 From Working at the Family Business to Founding Noble West
• 13:24 The Challenge of Branding and Marketing in the Produce Industry
• 16:17 Consumer Values and the Importance of Branding
• 19:28 Overcoming Challenges and Investing in Brands
• 22:05 Consumer Priorities and the Role of Sustainability
• 24:17 The Power of Storytelling and Value Proposition
• 26:16 Supporting Local and Domestic Farmers for Food Security
• 28:08 Regulation and Compliance in International Farming
• 30:07 The Importance of Understanding Farming Practices
• 32:01 The Challenge of Buying Locally and Understanding Farming Practices
• 33:59 The Value Proposition of Upcycling
• 36:03 The Need for a Differentiated Story and Value Proposition
• 39:03 The Impactful Media Buy on Social Media
• 40:48 The Grit and Determination of Olympic Athletes

About The Produce Moms

The Produce Moms? is on a mission to put more fruits and vegetables on every table to change the way America eats. Through our platforms and produce supplier partnerships, we educate consumers on the benefits of eating fresh produce, the growing process, and how to select, store and serve it. The Produce Moms? was founded by Lori Taylor whose experience as a mom and produce supply chain professional helped her to identify innovative ways to inspire consumers to eat more fresh fruits and veggies.