Instant Coffee & the Problem with Single-Sector Marketing

Smithsonian.com’s K. Annie Smith recently published a fascinating post on the improving market share of traditional instant or ready-to-drink (RTD) coffee. In the United States, those brands haven’t fared well recently; the rise of Starbucks and the specialty coffee trend have shifted consumer tastes in a more high-end direction, and […]

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Superfoods: Marketing and/or Mysticism

Perhaps no label has more power over the health-focused consumer than that of “superfood,” a whole food said to have uniquely valuable nutrition benefits. One food after another has been labeled a superfood, from blueberries to açai berries to kale, resulting in booming sales. A recent study identified newly-popularized superfoods as […]

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5 Steps to Feeding 9 Billion

9,000,000,000. Nine billion. If you pay attention to news about food and the environment, you’re probably used to hearing that number, which represents the likely size of the global population by the middle of the century, up two billion from where we are now. The biggest concern about this growth […]

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Stomaching the Unfamiliar: How Food Trends Take Shape

NPR’s food blog The Salt recently reported on a pop-up restaurant in Washington, D.C., serving a menu devoted to insects. Sponsored by an exterminator and called the “Pestaurant,” the eatery features grasshoppers, crickets, mealworms, and ants. As it happens, we talked last year about whether eating bugs could be one […]

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Regulatory Compliance: from Meh to Marketing

Food Safety Modernization Act Since the Food Safety Modernization Act (FSMA) was signed into law in 2011, the food industry has been faced with the prospect of greatly increased safety and transparency regulations. Today, those changes are still being rolled out—from much more frequent FDA inspections to stricter requirements for […]

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3 Marketing Secrets of the Seed Catalog

At MarketPlace, we’re all about food, and for several of us that includes growing some ourselves. That means we have a more than passing familiarity with the old-fashioned seed catalog. These catalogs go back to the seventeenth century in Europe, with the first American version established in 1784. Since that […]

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The Basics of Marketing GMOs

Food companies confront no more sensitive topic today than the debates over genetically modified organisms (GMOs). Consumers are deeply concerned, asking questions like “What are GMOs doing to our food supply,” “Are they dangerous,” and, whether they are or not, “Should they be labeled?” Many of us have strong opinions […]

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The Specialty Coffee Trend (& 3 Ways to Upgrade Your Brew)

Specialty coffee is one of the biggest recent trends in beverages. Over the last couple of years, the sector has seen the founding of a new consumer-facing publication, a hot startup mail-order service, and numerous local and, increasingly, national roasters and coffee shops. Specialty coffee has gained something like the […]

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