The Plantbased Business Hour Is Nutrition A New Investing Theme? Tufts Research Fellow Suzi Gerber
Sep 5, 2024
Suzi Gerber, a Chef and USDA-NIFA Research Fellow at Tufts University, dives into the emerging realm of nutrition as a key investment theme. She discusses the impact of VegTech companies on sustainability and food supply chains. Gerber emphasizes the role of effective marketing strategies that leverage nostalgia to resonate with consumers while advocating for transparency and trust in the plant-based market. The conversation also touches on the intersection of nutrition with environmental factors and the vital role of investors in shaping a healthier food system.
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Challenges in Online Plant-Based Marketing
- Online retail marketing for plant-based foods lacks consistent control and regulation.
- Excessive, inconsistent info often confuses consumers and dilutes effective messaging.
Effective Plant-Based Marketing Tips
- Prioritize health claims that are simple and relatable to consumers.
- Use emotional and evocative marketing rather than just "tastes great" or sustainability claims.
Nostalgia Drives Plant-Based Demand
- Nostalgia strongly motivates demand for plant-based alternatives mimicking animal products.
- Dandies making vegan marshmallows revives childhood memories and emotional connection.