Regional and Local food marketing has gone mainstream. Available almost everywhere, from shiny Supermarkets to humble Farmers’ Markets – booming in popularity the world all over, looking ’small’ is BIG business.

And yet it has never been so confusing… (to consumers)

Why?

Food Branding has taken a new level of interest in all things cute and human, marketeers around the world have finally worked out that people buy people (not products). Often these people come from a specific place where the product is made. This explains the extended effort now dedicated to the ’story’ behind food.

And when it’s a good story, alleluia – leep for joy! When it’s just a ’story’ (ie. fiction) then BS! – sorry, but this stuff annoys me immensely.

For the unconverted (and believers) take a moment to watch this clip from a recent TV programme in the UK. If you need one, this is a salutary lesson in food branding and marketing for rule number one:

1. Don’t try to fool the consumer.

(I personally helped this programme, including an interview regards food branding… so I hope you find it interesting, if not controversial).

Enjoy!

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‘Food Marketing Network’

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Rob Ward | Founder of Food Marketing Network