Edward Hoffman

Feb 19, 2021

Plant-based food brands need new language to create and define their categories.

It should come as no surprise that plant-based foods are having a huge moment. In fact, ‘moment’ sounds like an understatement when you look at the explosion of available products, sharp ascent in sales and amount of media coverage the category receives. At the risk of sounding dramatic, I think…

Plant Based Food

4 min read

Plant Based Food

4 min read

Nov 24, 2020

Marketing Food as ‘Clean’ Should End

Marketing food and beverages as ‘clean’ has never sat well with me. It sparks a lot of questions with inconsistent and conflicting answers: what is and isn’t clean, who decided and how? …

3 min read

3 min read

Nov 23, 2020

Tapping into our expansive food culture is a powerful way for brands to connect with people

What does the phrase food culture mean to you? (pause for serious pondering) I had about 10 ideas come to mind in a quasi-connected manner — from indigenous ingredients and regional cuisines to traditional holiday foods and my family’s favorite dishes. They encompass global, community-driven and very personal experiences, but…

Food Culture

3 min read

Food Culture

3 min read