The healthier, more efficient way to make meat

We at Emergent believe that pushing your product concept and brand positioning sufficiently to the right or left of center is desirable to author a new category, one that your brand can own and thus define as state of the art. This action delivers a unique opportunity to be No. 1 in a new business segment controlled by the brand. With a bold move like this, an emerging challenger can radically differentiate itself in an otherwise murky “sea of sameness” – in this case, among all-too-similar novel protein brands. 

Of course, category creation comes with unique challenges related to pioneering a new idea in the face of consumer behavior that is systemically wired to avoid any perceived risk. Overcoming this consumer-perceived risk isn’t as easy as you might think, and that task stands as the primary barrier to mainstream market adoption of anything new and different.

Today we’re taking a closer look at an emerging success story in alternative proteins, a Boulder, CO-based animal-free meat maker that has managed to integrate nutrition density with an amazing animal meat taste but without having to resort to “highly processed” formulation wizardry to get there.

Meati is the brainchild of Tyler Huggins and his team of MushroomRoot™ experts who are on an expansion drive at food retail to bring their muscle meat chicken and beef products to everyone with a taste bud. They’re offering a compromise-free meat solution that replicates the animal version, only at a fraction of the environmental and resource consumption impacts of livestock agriculture.

Here is our deep dive interview with Meati founder and CEO, Tyler Huggins. Emergent’s brand building guidance follows the Q&A, so stay with us.

How is our legacy food system currently contributing to global warming and what changes must occur to stay within the Paris Climate Agreement ceiling of 1.5˚ Celsius?

Huggins: Stepping back and recognizing the overarching principle that demands greater attention from all of us is crucial. In essence, efficiency is the key to success. We need to strike a better balance between the resources invested in food production and the outcomes of that process.

This principle strongly influenced our business, known as Meati Foods, but legally registered as Emergy – a term denoting the total energy expended in creating something. Our mission is to create significantly more delectable and nutritious food while minimizing resource usage. This approach leads to less strain on our ecosystems and reduces the factors destabilizing them.

How important is sustainability readiness (responsibility) performance to your brand narrative and to consumer preference for Meati?

Huggins: Sustainability is becoming or has already become a normalized expectation for consumers — it is no longer a distinguishing feature or distinct selling point. Still, it is absolutely essential. There are different degrees of sustainability, but the main takeaway is that what we produce and consume to run our societies must use far fewer resources, pollute far less, and regenerate and protect nature’s riches. It’s the efficiency issue described above. If you cannot demonstrate sustainability, it will be noticed, and you won’t be considered if there is another good-enough option that does. Sustainability is table stakes, just as taste, texture, and nutrition are in the food business. We took years to find a type of MushroomRoot™ with natural characteristics that allow a vastly more sustainable way to produce a scalable, delicious, and high-quality source of nutrition that is affordable and easy to work into familiar cooking routines.

Sustainability has transitioned from a unique selling point to a standard expectation among consumers. Nevertheless, it remains absolutely vital. While sustainability can manifest in various degrees, the primary message is that our societal production and consumption must significantly reduce resource usage, pollution, and actively regenerate and safeguard nature’s resources. This aligns with the efficiency concept mentioned earlier. Failing to demonstrate sustainability will not go unnoticed, and if there is another viable option that meets the required standards, it will likely be chosen over non-sustainable alternatives. Sustainability has become a fundamental requirement, just like taste, texture, and nutrition are essential in the food industry.

The retrenching of Impossible and Beyond has poured cool water on the ‘plant-based meat for meat lovers’ hype machine while serving a reality check on brand strengths and weaknesses in alt. proteins. What is Meati doing to secure sustained business traction with consumers that will help avoid these hiccups and convince retailers your new category isn’t a one hit wonder?

Huggins: It’s important to acknowledge that there was a considerable amount of excitement surrounding Impossible and Beyond, and rightfully so. They were pioneers, turning futuristic visions into a reality in the present. They deserved all the attention they received for leading the conversation about the food system and the environment. Over time, the world has become more accepting of alternative proteins, and the stock value and demand are now stabilizing at more realistic and sustainable levels.

However, the fundamental desires of people have not changed. The current food system exacts a heavy toll on the environment without adequately meeting people’s needs, especially with a growing global population. As income levels rise, more individuals crave a meat experience. To become a staple in people’s regular diets, our approach has been to fulfill every essential criterion for a successful protein today: deliciousness, check; irresistible texture, check; nutritional value, check; use of simple and natural ingredients, check; significantly more efficient and sustainable, check; convenience and easy integration into familiar cooking techniques, check; and scalability to ensure affordability and accessibility, check.

The time has come for “and/and” products that offer it all, without compromising on any aspect. Our company is built on this philosophy, and we have carefully chosen our star ingredient to achieve precisely that.

For decades people have been taught that meat from animals is always the best source of great tasting protein. Old habits die hard. How are you currently working to convince serial risk-avoiding consumers to switch to Meati?

Huggins: A funny recurring story related to this is that we’ve heard from our restaurant partners that people who order our cutlets sometimes come back declaring the restaurant made a big error and served them chicken. The point there is that we think the product speaks for itself. Still, you’ve got to get people in the door and taking that first bite, right? To achieve that, it’s a mixture of approaches to reach people at different stages of comfort or interest in animal-free meat made from MushroomRoot. A big part of that mix is enlisting folks whose opinions about food are respected, sought out, and trusted. That can mean we work with famed chefs like Dave Chang reaching millions of people in a video of him cooking with a Classic Cutlet. We may work with lesser-known influencers who have smaller but passionate audiences excited to explore with them. We’re also being mindful of collaborating with people and brands that are all about practical, varied, and realistic solutions to eating well for health and the planet.

Flexitarians fit into this category, and they’re often great at connecting the animal-based food universe with other types of food. Rachael Ray is a great example. Derek Jeter is another one — here is a star athlete, someone who clearly understands nutrition and performance, who was happy to announce he is investing in Meati.

Consumers now care more about your brand’s “why” than either how or what you do. What is Meati’s higher purpose, mission and beliefs that transcend the usual mix of balance sheet considerations such as increasing investor returns?

Huggins: As a registered public benefits corporation, Meati has ingrained its commitment to more than just the bottom line into all aspects of our operations. Our mission statement encapsulates our core purpose: To elevate humanity’s collective health and longevity through the limitless power of MushroomRoot.

We firmly believe that the world requires innovative and superior solutions that allow us to care for the planet while still indulging in the pleasures of good food and the communal experience it brings. We understand that people genuinely care about the environment, but they often need support from companies like Meati to provide them with accessible tools for making a positive impact in their daily lives. Our aim is to assist individuals in making a difference without entirely upending their meal planning, sourcing, preparation, cooking, and eating habits. We strive to offer convenient and practical options that empower people to contribute to a better future for the planet.

Meati is made from a unique ingredient – MushroomRoot. Please explain your technology and process to deliver an authentic analog eating/taste experience to animal-based beef and chicken products?

Huggins: The beauty of our process lies in its simplicity, which is immensely appealing to consumers who are tired of lengthy ingredient lists and heavily processed foods. It shares similarities with the art of brewing beer or crafting cheese. We start by placing spores of our MushroomRoot (also known as N. crassa mycelium) into a tank along with sugar, water, and nutrients, and then it grows rapidly. Once harvested, we combine it with other wholesome ingredients and gently shape it into our various cuts.

That’s about it — all the texture that people love in animal-based options is naturally present in our animal-free MushroomRoot. This is a major reason why we explored various types of mycelium before discovering this incredible one. Its inherent texture sets it apart and ensures an enjoyable culinary experience for our customers.

Is MushroomRoot a farmed ingredient? How do you source this ingredient and how will your supply chain offer an improvement over existing vulnerabilities in supply?

Huggins: Depends on what you mean by farmed! But, yes, we would say it is farmed. All you need are the spores of our type of MushroomRoot, and you can go from there. Once we have the spores, we simply keep regrowing them from a batch of MushroomRoot and reusing them. Picking them up is as simple as finding a provider of all types of spores or tracking it down in the wild, but we’re well past needing to do that. We grow and prepare it completely in-house, which does indeed make our supply chain less complex — we need only our MushroomRoot spores, sugar, water, nutrients, energy, a modest amount of other ingredients like natural flavors, a tiny slice of land to house everything, and the equipment similar to what you might see in a beer brewing facility. We don’t need to rely on external partners halfway around the globe to prep critical components of our products.

To boot, we can do all this indoors — we’re not beholden to radical weather shifts impacting our growing cycles. If we’re facing any issues in the supply chain, they’re low in quantity and of a generic quality — they are issues common to all types of companies operating in a post-COVID world. When it comes to the supply chain issues that may affect the few ingredients, we do use outside our own MushroomRoot, we also have a lot of confidence in getting a hold of them, because we’ve aimed to work with experienced suppliers in extremely developed industries who are as near to us as possible. We always knew achieving supply chain simplicity would be essential in a more chaotic world, and the simplicity of our MushroomRoot also helps us realize this goal.

No offense intended towards farmers, but we proudly identify ourselves as ranchers. Our process starts with a mere spoonful of spores, and from there, we nurture and cultivate our MushroomRoot, creating the perfect conditions for it to flourish and yield a variety of nutrients, including protein. All of this takes place within our specially designed “Mega Ranch,” a name befitting one of North America’s largest end-to-end meat production facilities.

One of the remarkable aspects of our approach is that we don’t need to rely on distant external partners for crucial components of our products. Everything happens under one roof. This indoor setup provides us with stability, unaffected by radical weather shifts that could otherwise disrupt growing cycles.

By streamlining our supply chain and partnering with a select few experienced suppliers from well-established industries, located as close to us as possible, we have achieved significant simplicity. We have always recognized the importance of simplifying our supply chain, especially in an increasingly chaotic world. Our MushroomRoot’s inherent simplicity plays a vital role in realizing this essential goal.

Meati is in-market and rapidly expanding. What key learnings can other alt. protein brands take away from Meati to accelerate the commercialization of their businesses?

Huggins: To succeed, you must showcase sustainability and a genuine dedication to safeguarding the environment. However, it’s equally vital to satisfy consumers’ valid expectations concerning taste, texture, nutrition, price, availability, convenience, and culinary versatility. Food holds a deeply personal place in everyone’s daily life—it’s both ordinary and sacred. When we select and savor our meals, it’s only natural to momentarily set aside broader concerns and concentrate on the individual sensory pleasures and experiences that elicit the heartfelt declaration, “I love this food.”

Our primary goal is for everyone to express this sentiment when they try our food. We aim to provide an unforgettable culinary experience that captures people’s hearts and taste buds while reassuring them that they are contributing positively to the planet in the process. Balancing these aspects is what drives our mission—to create food that brings joy to people’s lives while also caring for our precious environment.

One of the biggest challenges alt. protein companies have on the path to market is scaling their production. What advice would you offer to others coming up as the best and most efficient path to manufacturing at sufficient scale to supply demand? At what level of production do you reach price parity with the products Meati replaces?

Huggins: First, our goal is not so much to 100% replace this or that product, but to offer another option that people can work into their diets that makes it easy to adjust mealtimes to be better for the planet without sacrificing joy. People love animal-based meat and will continue to do so, but it does come with immense costs that we may start seeing very clearly present in its price, so it’s important to have another option to scratch that “meat experience” itch that does not feel like a compromise. Other than that, my general advice would be: Pick your ingredients carefully! We spent years researching different types of mycelium looking for one that naturally possessed all the characteristics of a great and sustainable food and scalable food.

We are already reaching price parity with certain cuts of organic and super high-quality animal-based meat. We’re confident that as we ramp up to millions of pounds of Meati, we’ll start to see exciting shifts in the price. At the same time, again, it is very likely the price of animal-based meat will start to rise in the face of supply chain chaos, health emergencies, weather patterns, and reduced externalization of environmental costs.

What three things should consumers know about Meati that will influence them to give it a try?

Huggins: Delicious with the just-right texture, easy to cook with, and nutrition like you wouldn’t believe.

The next chapter in food has arrived

Meati is an iconic example of the future of food – new processes that help us reimagine where food comes from and how it is produced. The changes we’re witnessing are the most pervasive and fundamental to how we feed ourselves, since the domestication of plants and animals 10,000 years ago.

With the dawn of a new food system and the entrance of a host of new brands creating various forms of protein using fermentation techniques, cultured solutions and evolutionary improvements to plant-based version, come unique challenges to securing marketplace traction.

• Even today, in the ramp up phase for many new brands, the storytelling, value propositions and brand imagery are remarkably similar business to business. Sameness is a calcifying phenomenon that works hard to commodify brands. Distinctiveness is necessary and harder to achieve because it requires an intentional push towards radical differentiation.

The great lesson embodied in Tyler Huggins’ organization is the effort to establish a new category that is unique to the Meati brand. Consumers always think category first and brand second – like Mexican beer and then Corona. Category ownership is a power position and enabler of competitive advantage. Retaining the edge and distinctiveness over time isn’t easy – it requires constant attention and occasional refurbishment to stay ahead of those who will

rush to mimic your success. Being first with the most is an incredible advantage.

The coming revolution of new food brands and categories, all competing for share of mind, stomach, wallet, shelf space and devotion will elevate the premium for sound strategy, well-executed.

Here are some fundamentals to stay ahead of the pack:

Refined higher purpose

You would think that new tech food brands would be the industry darlings of mission and higher purpose thinking, yet all-too-often we find that isn’t the case. A quick pass on a change-the-world origin/founder story may appear to be checking the higher purpose box. However, building a sound mission, values and belief system for a brand requires more work and a defined process to thoroughly vet the details of a relevant and resonant purpose-driven platform. Posers not allowed.

Inspiration and education, not manipulation

The path to engagement between brands and consumers is paved with recognition that consumers (and trade customers for that matter) are human beings and biology is at work in how we make decisions and take action. People are not fact-based, analytical decision-making machines. We are feeling creatures who think and not thinking creatures who feel.

Thus why a brand’s “why” – its purpose and deeper meaning served with a honed beliefs system – is the path to inspirational, emotion-resonant communication. Emotion drives decisions and actions, not feature and benefit selling. This rightfully places insight to behavioral psychology in the center of strategic planning.

Education, coaching, guidance are the tools and role brands play in successful communication – the consumer is always the hero of our storytelling. Inspiration not manipulation is the path to building a community of brand advocates and evangelists. Want to have a deeper relationship with consumers, then imbue your brand with deeper meaning.

Symbols, symbols everywhere

Consumers now look upon the brands that matter to them as flags and symbols of who they are, what they value. Is your brand communication intentionally designed to help them signal to the world around them the meaning you bring and thus amplifying how they see themselves?

Your brand communication and digital channels need to supply the symbolism they want to convey. This is intentional and designed to help them “feel” a certain way when they are in the presence of your brand.

The path ahead

Tyler Huggins and his team are working on the next generation of food products that deliver on taste and nutrition but at a fraction of the environmental and natural resource impact of conventionally made foods. This is how we will affordably feed 10 billion souls by 2050, and without further damaging the planet we call home. The great news: we can accomplish this mission while amplifying and enhancing our love of great taste and elevated eating experiences. If this story raises questions about the right mix of strategic tools to breakout from the sea of brand sameness, use this link to ask questions and start an informal conversation.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Confronting the immutable truths ahead

This report is ultimately a call for renewal of purpose and commitment to sustainability policies, principles and behaviors that consumers are increasingly demanding. It is also a roadmap for alternative food technologies to regain momentum after a period of honest reassessment on the fundamentals of taste, nutritional composition, price and brand sustainability narrative.

Stay tuned for more guidance – but first a look at the current conflagration.

Two steps forward. One step back.

At the moment we are in the midst of a tug of war on sustainability commitments and performance. Despite mounting evidence of environmental trouble, some organizations over inflate their progress (greenwashing), while others green-hush by downplaying practices or abandoning them all together.

Progressive large food industry organizations like ADM and PepsiCo continue to lead the charge, working to secure improvements at the farm level. Others such as McDonald’s, who earlier addressed their ESG commitments head on have receded, horns pulling inward. Further some brands tempt a flame out on the path to redemption by intentionally hiding the ESG candle of achievement, preferring to operate in the dim shadows away from public or media attention.

We inquire: what’s going on here

We are confronted daily with the epic impacts of climate change. The situation is worsening. Evidence is all around us that carbon emissions and the resulting planet warming outcome is playing havoc with the balance of nature. Yet political considerations remain powerful deterrents to some organizations, apparently afraid of special interest criticism or concerned their current actions will be deemed subpar by climate watchdogs.

The fossil fuel industry tries to preserve the status quo by casting doubt on the efficacy of climate science. Some political groups snarl over “woke” capitalism even as our global “Rome” burns around us as violins play Emperor Nero style.

In a recent Fast Company article about current disinformation tactics taking aim at the plant-based meat industry, Sara Aniano, an analyst at the Anti-Defamation League’s Center on Extremism, was quoted stating, “Anything that strays from what’s deemed natural, primal, or masculine is automatically deemed dangerous. Innovative food products are seen as a dystopian consequence of leftist politics.”

Yet we know this July was officially the hottest on record for planet earth.

Our food system already represents nearly 24% of global greenhouse gas emissions, more than all transportation systems combined. Increasingly, people believe companies have an obligation to address and mitigate System 3 (GHG) emissions now rather than wait for any future regulatory mandate. Moreover, there are only 7 more harvests on the run-up to 2030 as we face the prospect of irreversible climate change impacts if emission reductions aren’t realized.

Meanwhile “fake it ‘til you make it” greenwashing gets harder to pull off as deep knowledge about credible sustainability best practices becomes more pervasive among media and consumers. No matter what, the in-parallel denier criticisms are getting more difficult to defend in the midst of real-world crisis after crisis related to climate change impacts that manifest in floods, droughts, hot oceans and wildfires. The reality of climate turmoil is at humanity’s proverbial front door now.

What comes first: the sustainability chicken or the egg?

Stated another way which must come first, actions taken by brands and business to mitigate environmental impacts? Or second, the universal acceptance of these remedies as normal, practical, required and sought after by every conceivable audience and constituency a business might encounter?

• Can you be a responsible sustainability transition plan implementer, and also present your organization publicly as a neutral Switzerland on the climate policy-making front?

No.

“One of the most important and challenging missions that I think one company could try to do, which is basically to replace animal farming as the primary source of protein production for humanity, is very much the reason why we started the company,” said Andre Menzes, CEO of alt. chicken protein company, Tindle Foods.

Despite Tindle’s enviable progress, why the current backslide for plant-based meat?

The media flourish over “plant-based meat for meat lovers” saw the Impossible and Beyond Meat businesses rapidly accelerate; both brands hoping to jump the normal new category creation arc and leap instantly into mainstream acceptance. This required attracting consumers who are more price sensitive, more demanding on taste and less “environmental issues” motivated at a time when inflation was running up the prices of groceries right and left.

Weaknesses in the brand story around the reality of “healthier” (sodium?) left the door open to  “highly processed” attacks that stole precedence over the earlier perceptions of meat-like eating experience. Hype machinery ground to halt when declining sales performance tarnished the golden meat-from-plants goose. Revenue for Beyond Meat plunged 30.5% in the second quarter this year, prompting CEO Ethan Brown to call (finally!!) for more education on their better-for-you improvements and sustainability bona fides.

So is plant-based a fading fad? Absolutely not. This is a blip as brands optimize and improve taste, the ultimate decider on marketplace traction alongside input cost management to finally reach pricing parity.

• Plant-based must win more fans.
• Precision fermentation deserves its protein game-changing shot.
• Cultivated meat will earn its time in the shining retail sun.

Why? We simply can’t continue to endlessly add more animals as the primary source of protein in our diets. Animal meat on the menu isn’t going away. However, the composition of our dietary decisions and choices should adjust. Improvements from new protein technologies that come at a fraction of the environmental impacts of conventional food creation deserve our support.

Still, it’s a noisy fickle environment right now…

Why are companies afraid to plant their sustainability flag in the sand?

Escalating impacts surround the planet begging for mitigation attention.

Consumers increasingly demand action from business to solve the sustainability crisis.

Plant-based takes a step back amid criticism of its formula composition bona fides.

(Heavy sigh)

Landing on the side of the angels

• What is the essential truth here? For one, our food system is an actor in the carbon emissions build-up. The impact of global warming is escalating, and you can see the tipping point on the horizon. Food technologies that answer the crisis with a fraction of conventional food system carbon impacts are coming but desperately need more investment to close the last mile to commercialization.

• Sustainability performance matters. Science-based LCA level analysis of carbon footprints should be happening everywhere because you can’t know where you’re going until you know where you are. Boulder, CO based Meati, with its novel mycelium-based meat products, is already in retail distribution with an eye-opener on replicating the eating experience of muscle meat cuts of chicken and beef. Their story is a sustainable solution.

• Brands that look to help address the food and beverage industry’s carbon footprint are operating on the side of the angels and should do so fearlessly knowing the consumer is going on the journey with them. We have little time to solve the industry’s climate impacts so special interests should put down the quill of complaint and take up the mantle of participating in advancing change, not resisting it.

Guidance in the months ahead

• Taste and price optimization are job one. It’s table stakes for growth.
• Investments in Sustainability education for consumers and stakeholders should get more energy and funding, right now.
• We have ample data and evidence that sustainability readiness commitments backed with consumer-facing outreach to inform stakeholders of this progress is a recipe for balance sheet benefits and marketplace competitive advantage.

Can we climb back on the horse of wisdom knowing these shifts are vital to keeping our planet safe, and to nourishing people affordably in the future?

Sustainability isn’t a hassle, it’s a business-building opportunity if we play our collective cards right.

Your brand can make a difference. Yes, sound strategy is needed. Linking sustainability expertise with marketing know-how is a loop that must be closed to gain business benefits from climate-responsible performance.

• Let’s renew our vows at the altar of sustainable best practices. Time is not on our side, and we have policy ground to cover in a relatively short span of time.

Can we agree change is needed and desirable? We have a responsibility here to protect the future for our families and many others coming in the decades ahead. We have designed the recipe for success. We need to implement and keep at it as we move from friction around the birth of new ideas to transformation while new behaviors take root.

If you believe further guidance and fresh thinking on the path to sustainability performance excellence is in order, use this link to ask questions or start an informal conversation. We’re here to help.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Divining the formula for consistent engagement and growth…

Are you aware of the remarkable chain reaction that will unleash powerful forces to immediately increase your brand’s salience, relevance, resonance and traction? Significant brand dynamism and energy are released when this singularly vital key unlocks engagement with your intended customer audience.

• This is a law of marketing physics that creates trust and enduring relationships with consumers who will join your brand as supporters, believers, advocates and evangelists. Read on…

The theory we’re working to change…

Marketing has been hamstrung for decades on a recurring, reflexive default to using various forms of manipulation as the primary currency for purchase motivation. Chasing consumers with messaging that pushes status seeking, vanity, peer pressure, fear or social acceptance, alongside a devotion to amping product features and benefits often goosed with a price incentive. All of these tactics won’t deliver on the requirement of consumer trust and relationship. Brand business built on a foundation of transactional thinking is passé and expensive. Over time these all-too-familiar tactics inevitably commoditize your brand while forcing a continuous, elusive pursuit of incremental differentiation.

• It’s a hamster wheel of strategic misfires that springs from a misunderstanding of how human beings are wired to make decisions.

Let’s take a collective timeout, step back and consider more deeply the human condition. New insight on how our minds function can indeed lead your brand to create trusted consumer relationships.

This requires moving away from a perception that consumers strictly buy “products” – and the only message that resonates is repetition of feature/benefit selling.

People aren’t buying what you do anymore, they’re buying why you do it.

Inspiration vs. manipulation

A reliable formula for repeatable, predictable results founded on brand mission and purpose is fundamentally more effective.

People are on a continuous search for deeper meaning. They innately resonate to values and beliefs that are aligned with their own views. When your brand reflects their values, you offer them a symbolic flag they wave as evidence to the world around them of who they are and what’s important to them.

In reality, this is human biology at work. Two important areas of the brain govern how we operate – the limbic and neocortex. The thinking, rational side of the brain (neocortex) governs learning, analysis and language. The limbic area informs our decisions and behaviors. It is driven by emotion. Brands want to find a home in the limbic zone that influences our decisions. It’s only there, that a brand will truly matter to the user beyond its functionality.

We know the sheer volume of data the limbic side can process per second is vastly superior to the learning area. Simply stated the limbic brain is far smarter than we give it credit for – thus, why our “gut instinct” can be so immediate and important to informing behaviors. This explains why the neocortex routinely defaults to the limbic part of the brain for our actions.

Inspiring consumers with your higher purpose, beliefs and mission – your “why” – is the pathway into the limbic brain. If you want to have a deeper relationship with consumers, then imbue your brand with deeper meaning by focusing on your why.

• Brands that fail to focus on an emotive sense of “why” end up forcing people to make decisions with only empirical evidence, reluctantly burning precious mental calories in the neocortex. This explains why those decisions often require more personal commitment of time and energy, leaving us feeling taxed and uncertain.

This is what we mean when we talk about winning hearts and minds. The heart represents the limbic feeling part of the brain, and the mind is the rational, language center. Most brands are quite adept at attempting to win minds; that usually requires a comparison of product features, benefits and price points. Winning hearts, however, takes more effort and in the long run is far more rewarding.

• Products with a clear sense of “why” give people an emotional pathway to trust them. Their purchase of your product serves as another way to tell the outside world who they are and what they believe.

In his book, Start with Why, author Simon Sinek provides a salient example:

“WHAT Apple makes, serves as the tangible proof of what they believe. It is that clear correlation between WHAT they do and WHY they do it that makes Apple stand out. This is the reason we perceive Apple as being authentic. Apple’s WHY, to challenge the status quo and to empower the individual. It is a pattern that repeats in all they say and do. Apple, unlike its competitors, has defined itself by WHY it does things, not WHAT it does. It is not a computer company, but a company that challenges the status quo and offers individuals simpler alternatives.”

There are lots of ways to temporarily manipulate people to do things – lowering price, for example. However cultivating long lasting brand advocacy is an outcome of inspiring people with your mission and beliefs. Only when your brand “why” is clear and people believe what you believe can a true consumer-to-brand relationship unfold.

It’s hard to make a case that your products or services are important to someone’s life if your efforts are founded on analytical facts and arguments the brand deems as valuable. However, if your “why” corresponds with consumers’ beliefs, they will see your products as a tangible way to help them express what they believe.

This formula for success shows up in messaging

Your brand narrative and story are either founded on your “why” (inspiration) or on what you do and how you do it (features and benefit selling). Inspiring consumers to join your brand as advocates and evangelists begins with embracing your mission and higher purpose. At Emergent we’ve created proprietary messaging process designed to refine and articulate brand higher purpose and how that manifests in characterizing the company’s mission, products and business strategy.

• We’ve learned that the journey through this experience can be enlightening for company leadership. The outcome produces a clear foundation and anchor to help inform strategies, decisions and business investments moving forward.

Importantly, the real magic here is the shift a refined “why” creates in resonance and relevance of brand communication. By replacing the outmoded manipulation selling tactics and its requisite higher media costs to generate traction, this new modality of inspiring consumers will open doors to sustainable engagement and improved relationships with your brand’s user base. This is how communities of believers are created and brand trust is secured.

If you are inspired to further investigate and optimize your company’s “why” use this link to open an informal conversation on how this can work for your business.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Awareness drives preference for sustainable choice

After 15 months of collecting data from a wide variety of companies that participated in our Sustainability Readiness assessment questionnaire, we can confirm the most common area of shortfall and weakness in sustainability performance is communications.

We’ve consistently encountered a disconnect between yeoman efforts by companies to improve their environmental and emissions outcomes, but too often without the integrated communications strategies that effectively tell that story to consumers and stakeholders.

It may be due to pervasive silo conditions where sustainability teams work separately from marketing, or the more intentional ‘greenhushing’ out of fear any sunlight might expose sustainability practices to criticism. However you slice it, without a robust, integrated communications strategy, it is virtually impossible to convert sustainability investments into related sales and share growth for the very reason people aren’t aware of what the brand has accomplished.

Building sustainability awareness

Without top-of-mind awareness your brand’s sustainability story isn’t considered. Awareness is also elusive and fleeting. It can be here today and gone tomorrow; thus, why continuous investments are required to keep your sustainability story front and center with the audience most likely to resonate to your environmental mission.

To be clear, aggregating eyeballs as the ultimate (and only) goal could overshadow some of the most important principles governing consumer engagement and consideration. Your brand’s higher purpose should inhabit every strategic decision you make when organizing an effective awareness-building strategy.

Note: be sure to check out the best practice example at the end of this article.

Earlier in my career while at Ogilvy & Mather, we always considered awareness purely in mass media terms, balanced with the twin towers of reach and frequency. In those days it was about hammering home a message in as many channels as budget would permit, as many times as the available media dollar could acquire. Tonnage in media spend was a thing and the share-of-voice advantage went to larger spenders. Hangover from this era of brand message carpet bombing still, unfortunately, exists.

Mass media is a relic. We have clear digital advantages today that level the competitive voice playing field for smaller brands and budgets. Social channels also enable a much closer, deeper relationship and dialogue with specialized consumer tribes. We can accentuate the best practices of audience focus and message customization because broadly targeted appeals in mass channels no longer apply.

Here we weigh in on Ten Steps to Better Sustainability Awareness to engage and endear your stakeholders.

1. Be where your audience is

Sounds a little like water is wet, but we often find that insight research doesn’t get the respect or attention it deserves. It’s how we get underneath the media consumption habits and preferences of a brand’s most prolific users. Hunches and assumptions here can divert outreach priorities down the wrong channels. Your goal is to emphasize the media they consume most often. You have to probe to know what that really looks like.

2. Show why you’re committed

The relationship you are trying to build with people is based on solving sustainability challenges and operating as a mirror to their beliefs and values on the journey. Your brand should be positioned as an enabler of their sustainable lifestyle aspirations, as well as an educator focused on helping them determine sustainable choices. Relevance to their environmental concerns is key to engagement and it will always be about them and not brand self-promotion, touting good corporate citizenship accolades.

3. Create “useful” branded content

Every time you solve a sustainability barrier or enable an aspirational activity people care about (you have to study to know what those activities might be) you earn trust, the most important component of any brand-to-consumer relationship. The litmus test for your content is its usefulness in helping or enabling your audience on the path to a sustainable lifestyle. Your consumer is always the story hero and the role your brand plays is always as coach and guide.

4. Take advantage of the publishing platforms

You should be present early and often in the right channels, depending on your category and audience priorities. YouTube, Instagram, LinkedIn, Medium, TikTok and Facebook can be addressed in optimized content that best fits the format of each platform. How you show up ought to be distinctive of your brand voice and personality – and focused on engagement, not re-treading old mass-marketing and self-promotion tactics.

5. Humanize your brand sustainability story

No corporate-speak or science-driven dissertation please. Instead present a human, conversational voice. If you’ve done your homework on brand archetype and narrative, your highly differentiated persona will shine through. Emotion is imperative and sustainability is an emotion-driven subject. This is a time to amplify your beliefs, values, commitments, standards and informed opinions on relevant sustainability performance goals and its value to your users’ lives.

6. Be a mirror

People like to see themselves in your stories, so hold up a mirror to them. Employ language they use (you have to know them to speak to them effectively). Your goal in storytelling is to generate a reflection of their concerns and motivations. It’s easier to talk about yourself, but that’s almost always going to lead to a disconnect because it means they are no longer the hero of the story. Determine what their sustainability concerns are, then speak to those priorities.

7. Storytelling

Stories are 22 times more likely to be remembered than fact telling. We love stories because we can see ourselves in the characters. We can relate to fears, struggles, challenges and triumphs. Wrap key messages inside stories where people can see themselves. Fact-based downloads won’t have the same stickiness and emotional staying power.

8. Focus on social media channels

Proof. Validation. Verification of what you want people to believe. Social media can be a rich trove of shared experience and advocacy. The voices of users carry more credibility than what your brand claims. You should encourage and facilitate sharing in the social platforms your customers use most often. Brand-created content should focus on education, help and emotion ahead of promotion.

9. Leverage your expertise

As a subject matter expert, you have a forum and a platform to be the knowledgeable guide. Elevate your voice and perspective on the larger more compelling sustainability issues your audience cares about – and then weigh in. Podcasts can be an excellent channel for this type of communication.

10. Harness editorial credibility

Beyond the digital paid advertising platforms of pay-per-click and paid social, editorial media placement is a powerful tool to deploy because it is inherently more trusted and credible. It stands as a form of education and information vs. straight promotion. Editorial requires focus on the problem solving and thus newsworthy aspects of what your brand has accomplished.

The Promised Example: sustainability awareness and education in action

Putting some of our Ten Steps to Better Sustainability Awareness to work, Emergent recently produced a sustainability education and information forum for food industry stakeholders.

(Read on to learn how this valuable content will be available to you.)

Here’s how it worked:

Current reports on the progress of the food industry’s sustainability transition planning show a gap between intention and measurable outcomes. To help bring the food and beverage industry further along the continuum, we recruited a panel of experts from some of the most influential organizations leading sustainability readiness and improvement.

Our theme: “Sustainability and the Future of Food” began as a live presentation at the Food Marketing Institute’s industry executive gathering, the MidWinter Executive Conference in January 2023. Here senior food industry leadership teams, both CPG brand and retailers, gathered to focus on key issues facing the industry in the year ahead.

Our experts included sustainability executives and senior executives from the leading organizations mapping the future of sustainability performance including PepsiCo, ADM, Change Foods (an emerging new technology player in precision fermentation tech), The Good Food Institute, the alternative protein’s industry association, and the team at Boston Consulting Group that produced landmark studies on the growth and potential impact of sustainable food technologies.

The sustainability messaging focus:

• Elevate understanding of the foundational reasons why the global food system is a significant contributor to climate threat (not sustainable), and the innovative, novel solutions that will forever shift where food comes from (future of food) and how it is produced.

• Reveal the foundational elements of sustainability best practices. Discuss how organizations can address the complex requirements for new standards, policies and systems required to decarbonize their businesses while offering consumers healthier, better tasting, affordable and sustainable food solutions.

• Introduce the face of new food production technologies now taking shape that are not dependent on carbon heavy, inefficient and vulnerable legacy supply chains to create the proteins necessary to nourish a growing global population.

• Inspire a path forward for evolutionary change that will maintain the U.S. food industry’s historic global leadership in bringing new solutions to the most challenging conditions the food industry has ever faced; addressing a sustainability mission that must be achieved to avoid the economic and societal impacts of future climate damage.

Emergent then extended the panel discussion to editorial media, with the speakers recently reprising their stories on readiness best practices and emerging technology for a two-hour, four-part video on best practices and the future of food. The series was produced in collaboration with Food Navigator. The videos will air in weekly installments early this summer at Food Navigator’s website.

The food industry’s sustainability concerns and activations are ramping up as consumer sentiment and interest is already steps ahead.

What are your next moves?

If you think it’s time to refresh your sustainability awareness- and engagement-generating strategies and investments, use this link and let’s talk about how best to design improvements.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

New report confirms ESG impact on business outcomes…

The consumer’s growing concern about sustainability and the environmental impact of food products is translating into behaviors on the path to purchase. A new study released by Glow, a Nielsen IQ research partner, affirms that ESG performance is impacting brand switching, preference and purchase.

• Glow reported their calculations that a brand with $500 million in sales and a Social Responsibility Score (SRS) that is 10 points higher than a similarly sized competitor, can expect to secure an additional $25 million in revenue over three years, on average.  

Glow’s study verified consumers are exercising choice by “shedding” brands that don’t meet their sustainability expectations, while also moving their allegiance to products that are more closely aligned with their values. In sum, consumers are increasingly regulating their purchases to operate in sync with their beliefs about environmental responsibility.

Sustainability driven brand switching – how much and which categories

The percentage of consumers switching brands based on their assessment of devotion to more sustainable behaviors and policies ranges currently between 30 and 40 percent. The categories where switching is occurring most often include:

Meat and seafood

Pantry (pasta, rice, condiments, oils)

Frozen

Pet

Bakery

Dairy

Don’t ignore the business driver – communications

The research also flagged that some brands aren’t getting the sustainability performance recognition they deserve, and thus aren’t seeing an impact on business outcomes. This happens because their environmental story isn’t breaking through. Glow’s report is a rallying cry for food brands to work harder to close the gap between rising consumer expectations of ESG commitments and actual progress towards credibly fulfilling and activating the brand’s sustainability story.

• Emergent’s recent Brand Sustainability Solution analysis of 25 food, beverage and lifestyle brands and retailers’ sustainability readiness, showed an almost universal weakness tracing back to sub-optimal communications efforts. Sustainability communications outreach to close the loop with consumers is missing or tepid. Read: not effective.

Glow’s study revealed the top five channels where consumers prefer to learn about ESG commitments:

1. News media
2. Product packaging
3. Advertising
4. Brand web site
5. Social media

News media scored highest because of its perceived credibility as a trusted third-party source. Packaging also tracked high given it’s a shelf-ready, shopper-facing place to get information. The most important on-pack claims to consumers were animal welfare, environmental impact, social responsibility and sustainable packaging.

According to Glow:

• Nine out of 10 consumers believe it is important for brands to act responsibly in their environmental policies and actions.

• One out of two consumers say they have changed brands based on their perceptions of ESG performance.

• 78% of consumers say brand purpose and values play an important role in their purchase decisions.

• 79% claim they are more loyal to brands with a clearly defined higher purpose.

• 85% believe it’s important for companies to act responsibly about climate impact.

• One in five rank ESG and sustainability in the top three purchase considerations alongside price and quality.

• Despite the challenges of inflation, sustainability commitments also provide a compelling reason not to trade down, especially among Millennial consumers.

Glow’s study analyzed the impact of 13 different ESG characteristics on consumer behavior. In the food category the most important considerations are:

1. Reducing emissions and climate change
2. Respecting natural resources (like water)
3. Protecting wildlife and eco-systems.

This study verifies what we at Emergent have been reporting now for over a year, that sustainability and environmental policies and commitments have formed one of the most important foundations of marketplace competitive advantage for the foreseeable future.

• Consumers are voting their preferences in the checkout lane and make decisions on the brands they prefer based on their perceptions of sustainability readiness.

When sustainability communications is just a quarterly progress report

Importantly, strategic communications cannot be underestimated in its relevant role to close the deal and convince consumers. And this goes way beyond regurgitating complex and often confusing scientific data points. Creative outreach works to connect investments in sustainability readiness progress with audiences most likely to act on that information. The absence of strong communications usually occurs when the sustainability team is not connected to the marketing team, or it operates as a stand-alone silo and isn’t integrated into the main go-to-market strategic plan.

• The Glow study validates that sustainability commitments, policies and performance isn’t just “talk” as far as consumers are concerned. It is impacting the “walk” of what goes in the shopping cart and gets purchased.

In our view, when organizations understand and act to secure the business benefits of sustainability investments, we will see more meaningful progress on the path to emission reductions and a healthier planet. And businesses will see consumer reciprocation in the form of enhanced brand preference, purchase intent and product movement. Sustainability is a business builder.

If you believe your sustainability strategies and communications could use fresh strategic eyes and a creative lift, use this link to start an informal dialogue around your questions.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Novel protein likely to leap ahead of other emerging food tech…

It is time for the food and beverage industry to pay closer attention to an emerging food tech category that is highly likely to change the course of how food is created. It arrives at a time when our current food system is increasingly critiqued as an actor in the climate impact drama.

• At the end of this article, download our Emerging Companies to Watch list in this exciting evolutionary story.

The next great disruption in food creation

We are about to witness a wholesale transformation of where our food comes from and how it is produced – the first major sea change of its kind in 10,000 years since animals and plants were first domesticated. What’s at stake? No less than our planet’s health, impacted by decades of obscured mistreatment from an industrial food system that contributes roughly 24% of climate warming greenhouse gases – more than all types of fossil fuel powered transportation combined. For many this is a jolting discovery.

Dawn of the low carbon food system

Advances in bioengineering have served to refine a centuries old technology we know as fermentation. A familiar process used in some form for a millennium to brew beer, craft wine and create cheese and yogurt. This evolved tech is employing uniquely programmed microbes (micro) instead of animals (macro) to create high quality, healthy, great tasting proteins like meat, eggs and dairy.

The tech leap for food lovers: these new proteins are bioidentical to the animal version. That means virtually indistinguishable in taste and eating experience, while eliminating things people don’t want such as cholesterol, lactose and antibiotics. Moreover, they come to us at a fraction of the environmental emissions impact of livestock farming and its drastic over-consumption of limited water and land resources.

Precision fermentation may also work to leap over some of the shortcomings in plant-based products that retain a higher taste hill to climb because the proteins are not identical to what they’re trying to replicate. Their recipe goal is to mimic and simulate the flavor and mouthfeel of animal versions. They strive to do this by using plant-based ingredients and other food science wizardry to recreate textures, chew, even the bloody juice of a burger patty. The plant-based industry currently chases consumers who believe the eating experience may be close but is just not a full analog of what they expect from the meat and dairy products they crave.

Consumers are changing

Most of us grew up with deeply engrained, idealized and nostalgic beliefs about food. In its most authentic and revered form, it is always sourced from the soil or raised in a verdant pasture. For eons we’ve paid homage to an impression that real, nutritious food is an outcome of things we harvest on a family farm, delivered with as little adulteration as possible.

Moreover, in the past food science was often viewed skeptically as a precursor to over-processing and manipulating food ingredients – or creating not-in-nature versions of same in the laboratory. This reached its apex in the reduced calorie and fat wars of the 1990s where food science made addition by subtraction infamous via food engineering – sugar and fat removed and replaced with other artificial ingredients as glorified in the fat-free cake and donut craze.

Sense of urgency flipping the paradigm

The historic friction between science and nature is evolving now as consumers become aware of the relationship between industrial food production and climate change, its impact on scarce resources, the link to animal welfare issues and looming food scarcity challenges as world population accelerates.

People are coming around to see science as part of the solution, not a menace to be avoided. In a recent study by The Hartman Group on the future potential of precision fermentation technology, they describe the tech as a powerful advancement. Due in part to its familiarity with consumers, more so than cellular meat technologies that require a sophisticated and somewhat complicated explanation of how it works.

• Familiarity is important to adoption and trial because it feels less risky to people who are systemically driven to avoid risk in their food purchase decisions.

According to Hartman, millennials’ (born between 1981 and 1996) openness to the idea may comprise the ideal core “early adopter” audience for precision fermentation food products.

• 67% of millennials now believe science and technology may offer the best hope to address climate change.

• 62% agree science and tech innovations can help make food more sustainable.

• 62% believe foods made this way would be healthier.

In short, they believe this new approach to food creation may transcend the limitations and excesses of the current food system. In fact, Hartman states 84% of this cohort say they would be likely to purchase precision fermentation made products, and half would be willing to pay more for them.

Part of the comfort level (easier to grasp) consumers have with fermentation is its legacy use in beer, wine and cheesemaking. Additionally precision fermentation is already in our lives, used for decades to make insulin, vitamins, and the enzyme rennet that causes dairy milk to coagulate and separate into curds for cheesemaking.

The path to market for precision fermentation

Hartman’s research revealed that 50% of consumers are already looking for products that prioritize sustainability and animal welfare in how they’re created. Further when asked about what will influence their preferences and willingness to try these new foods, safety (60%) and taste (59%) scored almost equally as top priorities followed by healthy (53%).

The study showed the top three environmental benefits they expect from this emerging food category:

1. Reducing greenhouse gas – 38%
2. Minimizing other forms of pollution – 37%
3. Merchandized in sustainable packaging – 29%

Size of the prize

Hartman forecasts a potential market of 132 million consumers by 2027, with millennials most likely to replace all or most of current products with new precision fermentation versions.

The adoption curve follows a familiar path for new premium CPG food and beverage categories:

15% are ready to go

11% will be easily convinced

14% will be convinced with clear benefits

This falls in line with existing research and numerous case studies that confirm in any emerging premium CPG food business, approximately 14% of the addressable market will be early adopters – those less concerned with risk and more drawn to being first-in to try new products. Breaching the chasm between early adoption and mainstream acceptance is the marketing challenge of the ages and requires a carefully formulated strategy of validation, verification, channel management and calibrated expansion aimed at reaching the right audience segment at the right time in the right place.

Overly ambitious extensions too early into the wrong channels, retail locations or foodservice environments can set the business up for retrenchment when audiences less enthralled with the deep sustainability story and for whom price is king, may not be ready to push aside their habitual choices. Perceived risk is a hurdle that needs to be flattened.

Emergent marketing guidance

What will be required to nurture these new brands to fame and fortune? Education, education, education and more education.

How is it made?

Will it be safe to eat?

Will it taste good?

How is it better for the environment?

Will it be healthier for me?

Is it affordable relative to the product it will replace?

What about allergens?

The narrative should be built around what Hartman calls the “intersection of good for me and good for the planet.”

Food is an emotional category – we eat with our eyes, we respond to perceived deliciousness because we crave great taste experiences. We are drawn to the familiar. Thus, the language that’s used, the narrative story that’s created should avoid descriptions that are founded in scientific and technical lingo.

The experiences of respected voices in the culinary world, the outcome reports in social media from early adopters all coalesce to provide an eco-system of credible proof of satisfaction and value. This is NOT the time for old-school CPG claims and ad tropes that glorify self-promotion of features. This is your opportunity to employ new strategies founded in generating trust, belief and a heavy lean on values and deeper meaning.

• Your story focus is the consumer and their journey, and how these new products will help support planet health as well as personal wellbeing.

This may well be the most exciting adventure to arise in the food industry since homogenous audiences and mass media created a gigantic market for packaged food and beverage in the 1950s. Importantly, it also offers a viable solution to the planet crisis we’re in and a path to correct an unsustainable food system in a manner that will also help solve how we will affordably feed 10 billion souls by 2050.

If you’re interested in launching a conversation about strategies to nurture, grow and set these new brands up for success, use this link to start an informal conversation with us. If you’re interested in our take on the brands to watch and collaborate with as this story unfolds, use this link to download our Emerging Brands to Watch list.