Tomorrow's Bites with Andrés and Sjacco E46: 3 Common Mistakes In Marketing Sustainable and Healthy Food Products that Most Companies Make - with Marketing Expert Sebastiaan Aalst from the Food Cabinet
Sebastiaan Aalst is dedicated to helping good food companies with their marketing and communication strategies.
To shift people toward better diets, effective and innovative communication is essential. Sebastiaan, the latest in his family to enter the food industry, is now making a significant impact.
We delved into his career, discussing his inspirations and key learnings. Sebastiaan believes food is often underestimated as merely an economic sector, despite its deep ties to culture and health.
He analysed consumer profiles in the Netherlands and emphasised tailoring strategies for these profiles. Sebastiaan highlighted the common marketing mistakes healthy and sustainable food companies make and shared how to communicate effectively to attract consumers. He provided examples of successful campaigns he's worked on.
Finally, he addressed how to influence consumers' unconscious food choices and how it is being an entrepreneur in this space.
Topics:
- Sebastiaan explains why listeners should stay tuned to this episode.
- Key moments that shaped his career path towards food marketing.
- How his understanding of food choices has evolved over the years.
- Biggest inspirations in the food industry and beyond.
- The original vision behind the Food Cabinet and its evolution.
- A campaign that significantly changed consumer behaviour towards healthier food options.
- Challenges of changing someone's food behaviour.
- Using psychological insights to craft marketing strategies.
- Insights from creating different consumer group profiles.
- Aligning consumer behaviour with healthier and sustainable choices.
- Empowering consumers to make healthier food choices through campaigns like 'Break free, eat broccoli'.
- Incorporating sustainability into Food Cabinet campaigns.
- Challenges faced when promoting healthier food options.
- Top 3 marketing food companies make.
Quote: "We make over 200 food choices a day, mostly unconscious."
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😊 The Guest: Sebastiaan Aalst
His Marketing Agency Company The Food Cabinet: