How Conversation Creates Converts

On this week’s show, NOSH editor Carol Ortenberg, editor-in-chief Jeff Klineman and reporters Adrianne DeLuca and Lukas Southard chat about the rise of cauliflower, its place on Chick-fil-a's menu and the veggie’s larger role in branded and private label CPG. Later, we hear from Ted Wright, CEO of word of mouth marketing agency Fizz to hear how the business of face-to-face conversation, and the practice of friendly recommendations, has fared for brand builders throughout the pandemic Show Highlights: 01:58: This week the NOSH team takes on cauliflower. While in the land of social media it's sometimes negatively referred to as ghost broccoli, the once-despised dinner table veggie has taken the vegan, vegetarian and keto sets by storm and the team sets out to determine the root cause of Cauliflower's lasting popularity. 23:22: Ted talks through brand building activities at the onset of the COVID-19 pandemic and how as consumer shopping habits shifted, certain products were able to shine and drive trial by properly executing word of mouth marketing tactics. 29:05: The age of influencers has not changed the playbook for Ted’s tried-and-true tactics either, he claims. Ted runs listeners through the proper use of influencers, how influencer impressions vary from true word of mouth tactics and why both methods are necessary for successful brand building. “Conversation is the goal of all marketing in North America today. It is not broadcast. Nobody gives a bleeped out word about your ad… What they care about are stories that are authentic, interesting and relevant, that they can then share with their friends.” -Ted Wright  About The NOSH Podcast The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food. New episodes are released every week. Send us comments and suggestions anytime to [email protected]. Subscribe on Apple Podcasts

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