Page 13 - Food & Drink Business Nov-Dec 2019

businesses and events for real world customer engagement,” he said.
“Who are the trusted faces that you interact with on a daily basis? They have a huge physical reach and each of them has undeniable ‘real world’ influence that’s authentic and untapped.”
“Just like Uber unlocked transport, and Airbnb accommodation, we’re unlocking the world’s physical reach, empowering a growing network of premium businesses to earn media revenue and delight customers with brand experiences.”
Hurle said many brands have been leaning into the virtual world but brave marketers are doing the opposite 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 brand owners 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 Natalie Moubarak from Plus Hemp, the panel delved into how they individually pushed boundaries, overcame challenges, and navigated their brand with brave moves to achieve their status today.
For Moubarak, the path to establishing Plus Hemp started with her thorough investigation of 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 really important and it’s important to show them that consumers do want this product.”
“It’s not only about getting people on board but also staying
LIVE REPORT
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