Initiated a storytelling initiative around ingredients & sourcing

Premium organic products have to work tirelessly to prove why they are worth paying a significantly higher price.

One reason why customers are willing to cough up is ethical sourcing of ingredients - and in a rapidly growing market, people increasingly want to see tangible proof of this rather than rely on promises.

I initiated a company-wide policy change, encouraging colleagues in purchasing to request as much storytelling-related information as possible from ingredients suppliers: information about the farmers that grow the product, their situation, unique challenges of growing organic...

Initial results were mixed: suppliers on the farm and wholesaler level creating content for end users is not a top priority in the industry yet. But some had extensive information available, even top-tier quality video and other content, which we were more than happy to use in our own channels.

Also, our requests caused several suppliers to look into providing such content in the future.