Foodpreneur with Chelsea Ford
Imagine a consumer packaged goods (CPG) industry where both small and large players coexist on a level playing field, consumers have choice, there’s integrity in what they’re buying and they experience innovative, sustainable products.
In this weekly podcast, hosted by founder, award-winning coach, consultant & small business advocate, Chelsea Ford, you'll hear interviews with incredible founders and hard-to-reach industry specialists as well as practical and actionable content that directly supports your CPG business to grow, become more profitable and thrive.
Learn more at www.chelseaford.com .
Foodpreneur with Chelsea Ford
#144 Test the Ingredients, Not the Cake: Marketing Decisions That Move Product
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How do you really know if your packaging works? If your campaign will land? If your new flavour will sell?
You ask the people who matter most - your customers. Fast.
In this episode of Foodpreneur with Chelsea Ford, I chat with Anna Henwood, CEO of Stickybeak, a rapid consumer testing platform that delivers feedback from your target audience within 48 hours.
Anna reveals her frameworks for marketing effectiveness that help you get more product into more consumer baskets. We dig into the everyday decisions that often leave brand owners stuck at a fork in the road - campaign creative, pack design, claims, naming, flavours - the ones where a wrong move can be costly, but intel is hard to access quickly.
You'll hear Anna's three game-changing frameworks and:
📦 Why packaging is your silent salesperson (and your brand billboard) - and how to balance sell and brand without smashing it all on the front
📊 When to trust your gut and when to test it with real consumer feedback
💰 How smart foodpreneurs use accessible, affordable data to avoid expensive mistakes
🎯 Why what you think matters isn't always what your target market cares about (even if you have the same gluten intolerance)
🛒 How to make decisions that move product off the shelf and into baskets in cluttered retail environments
This episode is for foodpreneurs who are tired of second-guessing their marketing decisions and want to move forward with confidence, backed by real consumer insight that doesn't break the bank or take months to gather.
Season 15 is brought to you by Foodpreneurs Festival - a year's worth of sales and promotion opportunities under one roof.
LINKS & RESOURCES:
- Anna Henwood on LinkedIn
- Stickybeak Research
- Stickybeak Website
- Graze
- Churn Foods
- Your Free Pitch Plan
- Become A Foodpreneurs Festival Insider
- BiteBack Awards
- Chelsea Ford Co. website
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
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