Sponsored: On the couch with Foodcom founder Julie North

Channeling a love for food and well-being to better connect businesses to consumers, Foodcom is a specialist consultancy that supports local start-ups and global brands, by integrating sound nutrition with clear communication into the food and beverage industry. This month, founder Julie North talks about getting it right when it comes to telling your ‘food story’.

Why is it important for businesses to have a specialist consultant on board?

A consultant can guide a business through the requirements to bring a product to market. Our expertise lies in claims, health marketing and storytelling - connecting businesses to consumers. We love to get to know the people behind the product and find the best way to engage with their audience. There are several challenges for a food business or industry to grow and enjoy success. It can seem daunting, but being compliant with food standards is essential. It can be quick and easy to set a clear direction, then it’s a matter of finding the story and getting it out there.

What does a typical week look like for Foodcom?

We could be checking over labels for an artwork refresh, preparing an annual report, creating resources for the health sector or schools, preparing information in Mandarin or German to support our foods in the overseas markets, running a social media campaign to engage food writers, or out in the field talking with growers at sunrise. We have a genuine passion for what we do and some of our best days involve high-vis and sturdy boots, others involve farmers, videographers and chefs.

What is your go-to tip for those in the industry?

Seek advice early. Time and investment are less wasted if you can get your plan robust from the outset. Google is not your friend when finding health benefits for your food and drinks. Compliance sets the tone for sound business and from there get into the fun. Don’t be shy - if you are in food production, be it field or factory, you are likely driven by a huge love for what you do, and great food. Let’s get your story out there. For those starting as a consultant - qualify in nutrition, food science and/or communications. It’s important to be able to sort fact from fiction. This also helps build useful networks. Look after those relationships and remember your integrity is your greatest asset. It helps to have a genuine love for good food - and a love for talking about it. Opportunities lie in building value, innovation and quality, then telling the story. There is plenty of passion in the food sector – let’s share it and get more people connected to our wonderful New Zealand food.

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