Kristin Demoranville

speaker

976 appearances 11 recordings 1 series first heard Jun 2024 last heard Mar 2025

Kristin Demoranville’s voice in public audio — every appearance, attributed to the second.

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Bites and Bytes Podcast · Brand & Butter of Agriculture with Maureen Ballatori · 31 Jul 2024 podcast

So both food and BEV for CPG. Yeah. And I think we ended up connecting because I stalked you on LinkedIn. I'll just be honest. And because I noticed that you were working a lot with small vineyards and medium sized vineyards. And I was just like, who is this woman? I must know her now. Like, this is amazing. And the fact that you keep going on site.

And I think it was that one post that you put up and you're like, look, I got gifts because my clients are awesome. Oh, yeah. Yes. I was like, yeah. Yeah, I was like a woman after my heart and I had to talk to her. So yeah, I think it's amazing what you do with these companies. And I think also watching the community building that you've done. I know it's like online and things like that.

And obviously, you know, that's what it is. But I can tell that it's really life changing. And you can see it, you know, when what's happening. And you also work with some restaurants too, right? Like restaurant brands.

And keep doing it because we need more of that. Less of the crappy noise that we all deal with. But, you know, I like the positive vibes for sure. Mm hmm. I know that obviously everybody's like, why are you talking to a marketer like this is a technology podcast? Well, marketing is super important to technology. I don't know if anybody's caught that yet.

I'm not going to go down the rabbit hole of cybersecurity marketing. Shout out to anybody who's listening from that side of the house. But branding to the food industry and the ag industry is super important. And that's why I wanted to have Maureen on because I really want to dig into that. And like what that means for us is trying to protect the brand from a different side of the house.

In today's day and age, can you give us kind of a little bit more of what branding means to the ag sector now and the food industry now? And you can even give us a little timeline if you want, because the branding really kind of took off like in the... I'm going to say the 40s, probably a little before that, but we really felt it more after that. What do brand means to these companies?

What's important about it from a food and ag standpoint? Because like, why do we need branding in food and ag? Tomato is a tomato, right? Like, why do we need to brand the tomato? In fact, I can't even name a tomato brand. Actually, that was really sad analogy. Yeah. I should have thought of something else. We'll talk about milk. We can talk about milk. There's so many brands of apples.

Well, actually we've done a lot of apples and that's an excellent example. And also what happens when a brand suffers and we can say from a cyber attack or an incident and what that does to the brand and how do people stay resilient through that? Do they stay resilient? Can they stay resilient?

And I don't want to necessarily talk about like super crisis management because that's not a world I want to get into with you. But from your standpoint where you've seen it, go ahead. Yeah.

But you know what? Everybody's really curious, though. So I'm sure somebody was like, wow. And you got me thinking that it's like the opposite in wine. We know wine based on the brand name of the wine, not the grape that goes in it. So I always get sort of flustered when people ask me, well, what's your favorite wine? Because they're expecting me to name a brand. And I don't keep track of brands.

I keep track of grapes. Like I love a petite for dough. That's like, that's my jam. I love that stuff, you know, and I can't name a brand that does petite for dough. Cause it's a blending grade for dough or very good. If you're on the U S side, it's something like that. But it's so funny how apples are sort of like risen up as their, their actual name. I'm sorry.

I just find that to be really fast. That's fascinating me already.

I think that that's a very optimistic viewpoint of what's happening in the industry, because a lot of times you can't talk about a cyber attack. It's like Fight Club, you know? Usually there has to be a massive investigation. They're asked, the lawyers get involved. There's possibly a privacy violation, all these things.

And I think the founders of the companies that are small, medium, not necessarily large, maybe a little large, are more inclined to be more transparent because they can be, because they can be more agile, right? There's less detriment.

So if something like a larger brand, like, I don't know, one like JBS happened or Dull Package Lettuce or any of those, that's a different conversation because that's, major, major dollars. That's major, major issues. This is why I do love our big brands. Absolutely.

But I love our small mediums because they need more love from us, both on a technology front and a marketing front, because they are doing this out of a major passion. Could be that they're sharing a generational recipe depending on the product that they're making. So there's a lot more personal effectiveness and you'll be affected personally more so if you're tied to the brand in that regard.

This is what I wish cybersecurity in general would share more across the board. We tend to keep things really close to our chest. And for those who are listening, they know I don't have to like beat them. This is a dead horse conversation, honestly. But it's hard. And I love that the food industry, especially, and I know you've seen this, Marina, is really trying to be transparent.

Transparent in all aspects. Food safety, food defense, the whole, they talk about it. I sit in these conferences and they talk about it. We're trying to be more transparent. They want to be so transparent that they actually go down to the exact seed that grew the product that potentially caused the problem. Yes. Which I think is brilliant.

And I really hope that that carries forward into technology more and more and more because we need it to. We desperately need it to. I think that how can a consumer trust a brand if they don't even understand what they're doing on a digital front?

right yeah so that's that's the that's the weirdness that's going to start happening more is that consumers are going to drive this hey i need you to be more transparent because look at what the company a is doing they're doing that right why aren't you doing that you're bigger than them and badder than them like what's going on um yeah i'm waiting for that moment it's happening slowly but i'm waiting

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