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Food and drink brands that stand for nothing fall for everything. And that doesn't work.
In episode 166 of the Foodpreneur with Chelsea Ford podcast, my guest is Janice Williams from Universal Media Co, a digital marketing and publishing company working with food and wellbeing brands. Janice makes the case for finding the right audience, not just a bigger one.
We get into why behavioural data beats demographics every time, and why borrowing trust from a brand that already has it can do more for a new product than any ad spend. The opportunity you now have is finding which brand is best for you to borrow from. Listen to learn how and:
đź’¬ How to distil years of product development into one or two lines that land;
🤝 Why media should be treated as an influencer, not just a channel; andÂ
đź›’ What retailers actually want to see before they'll back you.
If you've ever felt like you're shouting into the void on social media, wondering why sales still aren't moving, this episode will change how you think about where your marketing effort goes.
Season 18 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, landing your first major retailer, or figuring out procurement — NFTC is worth knowing about.
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Season 18 with NFTC
Season 18, 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
