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media revenue and delight custom- ers with brand experiences.”
Hurle said many brands have been leaning into the virtual world – but brave marketers are doing the oppo- site to achieve cut-through, results, and revenue by maximising the experiential marketing sector.
A PANEL OF BRAVERY
The final session of the day saw Food & Drink Business editor Kim Berry moderate a panel of brave brands from across the food and beverage industry.
Featuring Cameron Prowse from The Alt Meat Co, Teresa Cutter from The Healthy Chef, Nicole Ohm from Brownes Dairy Company, and Nata- lie Moubarak from +hemp, the panel delved into how they individually pushed boundaries, overcame chal- lenges, and navigated their brand with brave moves to achieve their status today.
For Moubarak, the path to estab- lishing +hemp started with her thor-
ough involvement in the hemp industry and seeing whether the Australian market could follow a similar path of legalisation that the UK and US experienced years ago.
“I formulated the product and spent a lot of money and time prior to hemp being legalised, and did a lot of the brand and packaging hoping that it would be passed through. It was a big risk,” she said.
“Building the relationship and trust with customers and stockists who might be a little scared or hesitant to have our products on shelf is vital, and it’s important to show them that consumers do want this product.
“It’s not only about getting peo- ple on board but also staying on board, which is time consuming and challenging. The product is something new and so every day for me was to make sure it was getting positioned right in store and getting point of sale,” she said.
There’s a genuine opportunity for Australian brands to gain unfair competitive advantage in today’s marketplace.”
When it comes to an established brand with a rich history such as Brownes Dairy, however, being brave is operated through different tactics. Ohm said that one of the major themes prevalent for Brownes was sustainability.
“Sustainability is here to stay, and for us as a dairy company, it is particularly uncomfortable to be talking in that space, but we have no choice but to take the small steps we can,” she said.
“Partnering with Tetra Pak to bring these renewable cartons into Australia and being the first to do that was uncomfortable.
“It was a necessary step and, at the same time, if we’re going to be active in this space, we have to be vocal about being active and mak- ing it count.”
Ohm said Brownes continues to work closely with customers and “we aren’t afraid to throw the rule- book out occasionally”.
Cutter highlighted that, in the competitive and rapidly growing sector of functional foods, The Healthy Chef stemmed initially
Food & Drink Business + PKN LIVE: Brands Behaving Bravely forum welcomes a full crowd at Melbourne’s Arts Centre.


































































































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