Many ‘Goods’ Defined

Defining ‘Good’ in Food & Beverage Marketing:
Bader Rutter’s LinkedIn Live

On Aug. 25, we gained a better understanding of food marketing’s evolving definitions of “good” through a discussion moderated by our ECD Dennis Ryan. The panel featured marketing leaders from Quaker, Tillamook and the National Pork Board.

A quick un-summary

Although the appeal of a Chewy granola bar is radically different from a premium ice cream or a tasty ham, these food leaders did share a few common themes important to food marketing: a concern for environmental stewardship, the importance of sound agricultural practices (both crops and livestock), and empathy for the communities their brands and products serve.

In practice, defining “good” is specific to each brand and builds from the aggregation of every consumer touchpoint, whether marketing, the internal company or the partners in the supply chain.


Panelist Perspectives

Kristin Kroepfl, Quaker CMO

‘We try to do good on a daily basis.’

In keeping with PepsiCo’s commitment to diversity and inclusion, Kristin led the transition from Aunt Jemima to Pearl Milling. She considered the decision “as important as anything we do when it comes to the environment or agricultural practices because it’s about human beings; it’s about people.”

The company not only changed the brand name but also pledged over $500 million in investments over the next five years to the Black community through initiatives like supplier sourcing, employee hiring and promotion practices. “Our approach was listening and learning and reflecting the input from multiple diverse groups to show our value of inclusion,” Kristin said.

Hear from Kristin

Jarrod Sutton, National Pork Board CSO

‘We’re the folks who bring you bacon, so you’re welcome.’

With over 20 years spent at the National Pork Board, Jarrod has seen the definition of “good” evolve from food safety to social responsibility to environmental claims like carbon footprints. He sees pork as “positioned to fundamentally become part of the solution as a carbon sink. We’re not too far from carbon neutrality. In fact, we’re less than one-third of 1% of total agriculture greenhouse gas emissions in the United States. Our intent is to be net negative. We know we can get there, and we can get there in relatively short order.” Jarrod also explained the industry’s decade-old responsibility commitment We Care, which “establishes six ethical principles by which our farmers operate.”

Hear from Jarrod

Joe Prewett, Tillamook EVP of Brand

‘We’re constantly exploring the intersection of health and wellness and joy and indulgence.’

Joe shared how this storied brand has given him a distinct perspective on sharing stories of corporate good: “It’s like good storytelling. You know, what did you specifically do, and what is the scale of the impact, and how are you telling that story so it cuts through the clutter — which is just good marketing, right?” He also spoke to the power of focus and alignment. “Take that one thing that you’re doing, that you think is relevant in culture, that consumers are already talking about, and you can tie into their conversations. That’s where you can find magic.”

Hear from Joe

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