Consumer

We commit to reaching a broader CONSUMER base through innovations in product development, branding and marketing, and accessibility

Expand to view each of the four Consumer Commitments including action steps and supporting strategies, success indicators, tools, resources and solutions partners:

Innovate products that are more relevant to a broader range of consumers

Success looks like:

A greater diversity in the natural products consumer base.

Strategies:
  • Design products for a broader audience
  • Conduct market research aimed to understanding marginalized community’s needs, perspectives, and desires
  • Involve people with marginalized identities in product development (e.g., focus group, brainstorming, product development, advisory committee)
  • Hire creative consultants (graphic design, branding, etc.) holding marginalized identities
Tools/Resources:
Grow Your Circle

Grow Your Circle is a place to find POC and minority creatives in production, communication, strategy etc.
Growyourcircle.org

Abby Allen: Neon Butterfly
Ryan Pintado: Smoketown Strategy

Ensure your branding and marketing speak to a broader audience

Success looks like:
  • A greater diversity in the natural products consumer base.
  • An improvement in public perception about the relevance of natural products to a broader range of people and communities
Strategies:
  • Hire a diverse marketing team that can authentically speak to a broader audience
  • Engage in multicultural marketing efforts (language translation, non-English language radio and other ad channels)
  • Ensure imagery shows visible diversity
  • Ensure storytelling is diverse in stories and storytellers
  • Avoid tokenizing the people and stories you feature by ensuring stories are told by them, in their voices and words, with their approval.
  • Involve people with marginalized identities (e.g., focus groups) in product naming, taglines, messaging, & branding
  • Establish ambassador programs aimed to attract a broader audience
  • Publish articles on efforts to promote JEDI in the company and industry as a model for others
Tools/Resources:
IBIS Communications
Shine Diversity

Ensure products are more financially and geographically accessible

Success looks like:
  • An increase in distribution of natural products across retailers (including rural retailers)
  • A decrease in price point in some foods (or specific product lines)
Strategies:
  • Create more affordable product lines (underwritten by the less affordable product lines)
  • Intentionally place products in non “premium” retail markets such as Walmart to challenge the perception that creating affordable natural products will tarnish the reputation of the industry
  • Utilize e-commerce as a tool to increase accessibility
  • Provide retail accessibility in areas that don’t have access to grocery, etc.
  • Work with retailers to become more J.E.D.I friendly and shoppable
Tools/Resources:

Address environmental, climate, social, and food injustices that impact your current and prospective customers with more robust brand activism.

Success looks like:
  • A greater number of campaigns focusing on issues impacting frontline communities
  • More conversations at trade events on brand activism supporting front line communities
Strategies:
  • Partner with and support food justice organizations to better understand how to increase accessibility of healthy foods
  • Support industry-wide conversations and collaborations at ExpoWest and other related events on the topic of justice
  • Engage in advocacy/lobbying for equitable and just food and agriculture policies at the federal and state levels
  • Engage in corporate giving in service of justice (e.g., 2% of revenue for job creation for marginalized communities)
Tools/Resources: