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Healthy INSIDER Podcast 75: Appealing to the Beverage Consumer

Design, transparency and the right ingredients are critical to attracting beverage consumers, according to Dan Mader, senior vice president, Califia Farms, who spoke at Beverage Marketplace at Ingredient Marketplace in Orlando in April 2017. In this podcast, Mader and Sandy Almendarez, editor in chief, INSIDER, discuss how beverage brands can appeal to, fascinate and engage today's consumers, who demand knowledge and trust from their products.

Sandy Almendarez

June 5, 2017

Design, transparency and the right ingredients are critical to attracting beverage consumers, according to Dan Mader, senior vice president, Califia Farms, who spoke at Beverage Marketplace at Ingredient Marketplace in Orland in April 2017. In this podcast, Mader and Sandy Almendarez, editor in chief, INSIDER, discuss how beverage brands can appeal to, fascinate and engage today’s consumers, who demand knowledge and trust from their products.

They also cover:

  • How to get the right mix of art and science to design an eye-catching beverage package

  • The best way to tell the brand story (people don’t want to think of their foods as being produced in a factory)

  • The reason Califia Farms maintains in-house production for its products rather than relying solely on co-packers

Learn more from other speakers at Beverage Marketplace

About the Author(s)

Sandy Almendarez

VP of Content, Informa

Summary

• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.

• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.

• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — are what drive industry growth, so that’s where she looks for content opportunities.

Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands Natural Products Insider and Food and Beverage Insider, the education programming for the health and nutrition trade shows SupplySide East and SupplySide West, and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.

In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!

Awards:

Speaker credentials

Resides in

  • Phoenix, AZ

Education

  • Arizona State University

Contact:

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