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2min chapter
What It Really Takes To Build a Food Business: Part 2
How I Built This with Guy Raz
Building a Brand Through Ambassadors and Sustainable Seafood
This chapter delves into the creation of a brand ambassador program focused on promoting sustainable seafood. It explores the benefits of having an in-house team to enhance brand messaging and reshape consumer attitudes towards canned fish.
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Speaker 1
The
Speaker 2
last data point that I'll put in is we do have this pretty robust brand ambassador program that I'm really proud of, honestly. Yeah, tell us about it. Yeah. So, I mean, like Kauai was saying, I think we all started out doing our own demos, and that was just such a rich data pool and such rich experience to talk to people that had never heard of Fishwife before. So at this point, we have about 15 brand ambassadors nationwide in our primary markets. We've built that team in-house, which for those that are less indoctrinated into this area of work, a lot of people use third-party BAs, which is great. And we have done it before, and it has been extremely effective. But having them internally, having them in-house, allows us to, A, I think, get them to truly understand and transmit our brand message more effectively, and also, in return, to get better data.
Speaker 1
How big do you want to be? What does success look like for Fish Wife in your
Speaker 2
view? It's really summed up in our mission, which makes it easy. Our mission is to make premium, sustainable tin fish a staple in every American cupboard. Definitely the vast majority of Americans still think of canned fish as commodity chunk light tuna. And having, you know, one or two use cases, a tuna fish sandwich, a tuna casserole. We know there are so many more use cases that are so much more delicious. There's, you know, beautiful pastas, there's rice bowls, there's oniguris, there's sandwiches. So they're just, you know, we have this opportunity to introduce people to so many species that they're not familiar with. To anchovies, mackerel, trout. Sardines. Sardines. And
Speaker 1
they're plentiful and they're also sustainable. Exactly.
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