Summary:

In this episode of the Produce Moms podcast, Lori Taylor interviews Ali Cox, the founder and CEO of Noble West. They discuss the importance of branding and marketing in the produce industry, as well as the challenges faced by growers in promoting their products. They also touch on the current values and priorities of consumers, including price, taste, availability, and sustainability. Ali emphasizes the need for growers to invest in their brands and tells the story of how she started Noble West. The conversation highlights the importance of storytelling and strategic marketing in the produce industry. The conversation explores the importance of storytelling and value proposition in the produce industry. It emphasizes the need for farmers to differentiate themselves and communicate their sustainable and regenerative practices to consumers. The discussion also touches on the role of industry-wide initiatives in driving consumption and demand for fruits and vegetables. The conversation highlights the significance of supporting local and domestic farmers for national food security and a strong farming economy. It also delves into the topics of upcycling and the potential for processed or manufactured products using farm excess. The conversation concludes with a focus on the power of marketing and the need for marketers to understand the realities of feeding a family and connect with consumers on social media platforms.

Takeaways:

• Branding and marketing are crucial in the produce industry to differentiate products and increase consumer demand.
• Growers face challenges in promoting their products due to commoditization and the rise of private label brands.
• Consumers prioritize price, taste, availability, and sustainability when making purchasing decisions.
• Investing in branding and marketing can help growers improve their value proposition and stand out in the marketplace.
• Storytelling and strategic marketing are essential tools for promoting produce and connecting with consumers. Farmers need to tell their differentiated story and communicate their sustainable and regenerative practices to consumers.
• Industry-wide initiatives are crucial in driving consumption and demand for fruits and vegetables.
• Supporting local and domestic farmers is essential for national food security and a strong farming economy.
• Upcycling farm excess can provide a valuable value proposition for farmers.
• Effective marketing requires understanding the realities of feeding a family and connecting with consumers on social media platforms.

Chapters:

00:00 Introduction and Background of Guest

06:25 The Iconic Growing Region of Turlock

09:23 From Working at the Family Business to Founding Noble West

13:24 The Challenge of Branding and Marketing in the Produce Industry

16:17 Consumer Values and the Importance of Branding

19:28 Overcoming Challenges and Investing in Brands

22:05 Consumer Priorities and the Role of Sustainability

24:17 The Power of Storytelling and Value Proposition

26:16 Supporting Local and Domestic Farmers for Food Security

28:08 Regulation and Compliance in International Farming

30:07 The Importance of Understanding Farming Practices

32:01 The Challenge of Buying Locally and Understanding Farming Practices

33:59 The Value Proposition of Upcycling

36:03 The Need for a Differentiated Story and Value Proposition

39:03 The Impactful Media Buy on Social Media

40:48 The Grit and Determination of Olympic Athletes

Resources:

Website: Home :: Noble West (wearenoblewest.com)

Instagram: Noble West (@wearenoblewest) • Instagram photos and videos