Words matter: Messaging and nomenclature for novel proteins
As cultivated and fermentation-enabled products come to market, questions abound on how best to position these products for mainstream consumers. Which terms will effectively describe cultivated meat and animal-free dairy and eggs to consumers discovering them for the first time? Which messages are ripe for communicating the many benefits of these products and positioning them for rapid trial and adoption?
Join us for a discussion covering the cutting edge of research on nomenclature and messaging for novel proteins, including how industry companies are thinking about incorporating these findings into their strategies.
Speakers:
Emma Ignaszewski, Associate Director, Industry Intelligence and Initiatives, Good Food Institute (moderator)
Irina Gerry, Chief Marketing Officer, Change Foods, and Vice Chair of the Board, Precision Fermentation Alliance
Andrew Noyes, Head of Global Communications and Public Affairs, Eat Just
Christian Poppe, Director of Global Public Affairs and Sustainability, Formo, and Spokesperson, Food Fermentation Europe
Barb Stuckey, Chief Innovation and Marketing Officer, Mattson
Nicky Quinn, Vice President of Marketing, Aleph Farms
Fiona Bennie, Managing Director - Sustainability Studio, Accenture
Session slide deck: https://drive.google.com/file/d/1Av2s...