In recent podcasts, I addressed quite extensively the tenacity and resilience of the animal protein industry, amid the various challenges that cross the path of food production and security. Profitability is crucial to keep producers going and equally important is focus on the impact and clarity of marketing. There are numerous compelling stories that go alongside the creation and development of protein products that are marketed, like Betagro’s SPF pork, BaF Vietnam’s vegetarian pork and Universal Robina’s sustainability focus. How do you craft a compelling marketing program from this?
