The food industry is booming, but a lot of contract manufacturers and raw ingredient suppliers are left out of the biggest growth.
As a copywriter, I’m seeing more and more requests from Business-to-Consumer (B2C) food companies. This is a sign of a growing inequality.
You see, most of the growth is happening in the B2C side of the industry. This growth naturally increases demand and brings more business to manufacturers and suppliers of ingredients, but with an important difference.
The B2C companies create and promote new products at will, charging whatever the market will bear and using copywriters to market their goods and increase demand. At the same time, they get to pick and choose the best deals from multiple food ingredient suppliers and manufacturers who offer (at least superficially) the same things.
You’re often shut out of the consumer end of the dialogue, with almost no way to differentiate yourself from your competitors. This takes away your power to choose the pricing for your products and hard work.
How can we add value to our products, and ultimately play a part in the consumer end of things, where most of the marketing and valuation traditionally takes place? This shouldn’t be an “us vs. them” battle. The best solution would be win/win partnerships where specific ingredient suppliers or specific processes become critical elements of the brand.
I don’t pretend to have the solution to this challenge, just a few suggestions. If you’ve subscribed to my newsletter you’ve probably received the white paper I wrote about this more than a year ago. Email me if you’d like a copy.