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Marketing supply chain transparency – podcast

Marketing a transparent supply chain is the icing on the cake of achieving knowledge of a brand’s sourcing, but 24 Stories’ Todd Pauli notes a company must speak to consumers in engaging terms.

After a food or supplement brand does the hard work of cleaning up and truly understanding its supply chain, it’s eager to get the work out to its consumers, who are increasingly interested is spending money on products they can trust. But that story may be too technical and complex for a distracted consumer. The key is finding the right information and for each marketing channel, according to Todd Pauli, founder and managing partner, 24 Stories.

In this podcast with Sandy Almendarez, editor in chief, INSIDER, Pauli covers:

  • How brands can “act like journalists” to discover the compelling stories in their supply chains.
  • Why investing in relationships with consumer influencers can reap better ROI (return on investment)
  • Why brands should save technical information for their websites, and use user-friendly terms on social media.

Links and resources:

This podcast was recorded at SupplySide East in April 2019 in Secaucus, New Jersey. Got feedback? Email Sandy at Sandy.Almendarez@informa.com, or tweet to @NatProdINSIDER using the hashtag #INSIDERPodcast.

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