Tag Archives | food and beverage

Ketchum Food Forecast 2018: Ketchum’s Global Food and Beverage Practice Shares What It Sees for Food in 2018.

For questions and additional implications for food marketing and communication professionals, contact borderlessnutrition@ketchum.com.

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Food 2020: The Transparency Paradox of the Food eVangelist

Food eVangelists – small group, BIG influence?
Skepticism of the food industry—based on the belief that it is motivated by self-interest—has resulted in the creation of an influential group of consumer advocates who are passionately driving a movement to challenge and change the industry. We call them the Food eVangelists. In the most recent findings of Ketchum’s Food 2020 Survey, the fourth in the proprietary global research series conducted by Ketchum’s Food & Beverage and Global Research & Analytics groups, we track the expectations of Food eVangelists and get a glimpse into the future (click to tweet).

Success in the food industry today, more than any other business sector, is a reflection of how much trust has been built between company, brand and consumer. The irony is that as people demand and get more information, they often find it difficult to understand. And this confusion leads to even greater skepticism.

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New Food, Where Content is King

Last week, we launched our new, state-of-the-art Ketchum Food Studio. It was an exhilarating moment to unveil our commitment to creating compelling food content and to serving it across digital and traditional platforms to reach the broad new array of audiences interested in food.

The event was a great — and delicious — success, with celebrity chef Gary Danko serving his famous buckwheat blinis with smoked salmon and caviar and Ketchum Food Studio chef David Shalleck treating our 100 guests to a sizzling cheese-topped asparagus gratin.

With that mouth-watering backdrop, I found myself reflecting on the evolution of food communications. We are at a major inflection point where technology dominates how consumers receive and evaluate information related to the food they consume, and opinions are shaped by many sources — from food influencers to visionary chefs, farmers, food scientists, nutritionists and even self-appointed consumer “experts.”

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