Tomorrow's Bites with Andrés and Sjacco Build In Public #3: What If Your Marketing Strategy Isn’t What Consumers Actually Want? - with Andres Jara Co-founder Favamole & Elise Bijkerk Marketing & Food Transition Expert
What if the biggest risk for your startup isn’t product, funding, or scaling, but talking about the wrong thing?
In this Build in Public episode of Tomorrow’s Bites, we zoom in on one of the most uncomfortable (and crucial) questions founders avoid for too long:
Are people actually waiting for what you’re building?
To unpack this, we bring in Elise Bijkerk, a marketing and food transition expert with years of corporate and global experience, to sit down with Andres Jara, co-founder of Favamole. Together with Sjacco & Andrés, they dissect Favamole’s value proposition live, no pitch decks, no filters, no safe answers.
This is not a branding theory episode. It’s a real-time founder intervention.
We explore:
- Why marketing is not the final step, but the starting point
- The danger of trying to be “everything” and ending up as “nothing”
- Why purpose alone doesn’t make people change their behavior
- How emotional needs often matter more than functional benefits
- What Andres will actually change in the next month as a founder
If you’re building a food startup, impact brand, or mission-driven product, and you’ve ever struggled to explain why someone should care, this episode will hit close to home.
And if you want to know more around marketing, here is the episode with Elise Bijkerk itself.
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