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Pitching your story does not mean telling people everything about your product.
Yet many do. When you're close to what you've built — every detail, every decision, every reason it's better — it can all come out at once when given half a chance to talk about it.
The problem is, customers, buyers and distributors won't listen for more than a few seconds. And buyers have heard it all before. #sorrynotsorry
The consequence is real. Inconsistent, overloaded messaging erodes trust before a customer even picks up your product, makes ranging conversations harder, and means every new stockist, channel, or distributor feels like starting from scratch.
In episode 157 of the Foodpreneur with Chelsea Ford podcast, Jayne Gallagher and Helen Johnston from Honey & Fox, a specialist branding and marketing agency working with premium food and drink businesses, walk through how to fix it, including their framework for building the soundbites that become the foundation of everything your brand says and does.
Don't miss this episode — you'll learn:
🎬 How to create a movie trailer, not an essay, for your brand story
🗣️ The "and, but, therefore" structure for building soundbites that stop people in the aisle
🚫 The language trap that makes good brands invisible
👁️ How inconsistency across your touchpoints kills consumer trust
💡 Why you can't build your brand story alone and what to do instead
This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Jayne and Helen are also bringing their Brand Story Studio to Foodpreneurs Festival in May. Details are on the Foodpreneurs Festival website.
LINKS & RESOURCES:
Season 17 with NFTC
Season 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.
If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.
They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.
Think of them as the ingredient partner that grows with you—not one you'll outgrow.
Check them out at nftc.com.au
