MOMENTUM by 37W© with Adam Levene
DIRTEA Co-Founder Andrew Salter on how to make a brand go VIRAL
Nov 16, 2024
Andrew Salter, Co-founder of DIRTEA, dives into the world of functional mushrooms and their health benefits. He shares inspiring stories behind their multimillion-pound brand and discusses innovative marketing strategies that helped shift public perceptions. Andrew emphasizes the importance of community engagement and education in growing their business. He also highlights the challenges of rapid growth on social media and outlines plans for global expansion, showcasing DIRTEA's commitment to quality and healthy living.
31:39
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Quick takeaways
- The rising consumer preference for natural health solutions highlights a cultural shift towards preventive wellness and self-care instead of quick fixes.
- Unique branding and community engagement strategies, such as in-person events and immersive experiences, are essential for fostering customer loyalty and brand growth.
Deep dives
The Rise of Functional Mushrooms
The podcast highlights the growing popularity and allure of functional mushrooms as a key component in health and wellness. There is a shift in consumer behavior where younger generations are moving away from conventional medications in favor of more natural solutions for health issues like anxiety and fatigue. This change represents a broader cultural movement towards prioritizing preventive health and self-care rather than resorting to quick fixes provided by traditional medicines. The speakers emphasize their ambition to educate people on the benefits of functional mushrooms, aiming for widespread acceptance and daily consumption.
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