Sales and Marketing

Market Research, Branding, Distribution, and Sales are all essential building profitable food companies. Our resources help food, beverage and value-added agriculture businesses learn these essentials so they can focus on getting profitable and raising money.

Grocery Store Categories Growth

Define It: Categories In Action

10 minute Free read by Edible-Alpha®

What category means in the context of a grocery store is difficult to define. Categories could be defined as groups of products that meet a similar consumer need or that can substitute for each other. This allows something like snacks, as a category, to cover many different types of products and have a plethora of sub-categories (salty snacks, sweet snacks, etc.).

Article about Business Models for businesses that are Pre-Venture | Startups | Growing and Scaling

Distribution

Pricing Through Distribution Worksheet

Free tool by Edible-Alpha®

Food and Beverage producers should always work backwards from the selling price to determine the wholesale price. Sometimes both retailer and distributor margins can be lower in certain competitive product categories and in large scale conventional distributors and retailer. However, it is difficult to sustain at a Gross Margin Contribution of less than 35%.
Wisconsin Local Food Marketing Guide

Wisconsin Local Food Marketing Guide

106 pages of Free report content by Wisconsin DATCP

How do you get started in local food production and marketing? What do you need to consider? Like any business venture, establishing the entire concept and developing the initial steps may seem overwhelming. You must learn a whole new set of skills and be proficient at them for your business to succeed.

Books or Guide about Operations for businesses that are Pre-Venture | Startups

Food And Tech

Innovation in Food Is Different Than Tech

10 minute Free read by Edible-Alpha®

Big food companies realize that they need to innovate. Rather than innovating only in-house, many have been acquiring or strategically investing in new brands at a rapid pace. Innovation in food needs to be matched with an emotional and cultural connection to the consumer through relentless communication about food company's brand promise.

Article about Business Models for businesses that are Growing and Scaling

Amazon’s Acquisition of Whole Foods Disrupts Distribution And Presents Opportunities

20 minute Free read by Edible-Alpha®

There are many reasons why selling food online is difficult. When cognitive neuroscientist track our brain activity as it relates to food, they find that the pleasure centers of our brains light up when we eat and even when we shop. This acquisition opens the possibility that consumers can benefit without degrading their shopping experience.

Article about Business Models for businesses that are Growing and Scaling

Organic Agriculture Wisconsin

Organic Agriculture in Wisconsin: 2017 Status Report

44 pages of Free report content by University of Wisconsin-Madison

According to data from the USDA National Organic Program (NOP), Wisconsin had 1,334 organic farms in 2015, nearly doubling over the last 10 years. Wisconsin remains the second state in the nation in total number of organic farms, second only to California. Wisconsin ranks third behind California and Montana in the number of organic acres.

Books or Guide about Operations for businesses that are Growing and Scaling

Wisconsin Local Food

What does “local food” mean to Wisconsin consumers?

4 page Free report brief by University of Wisconsin-Madison

What "local" means is not universally agreed upon. Most Wisconsin consumers (86%) agree that food grown in Wisconsin is local. Many (75%) consumers also feel that food grown within 50 miles and/or a one-hour drive from them is local.

Books or Guide about Operations for businesses that are Pre-Venture | Startups

Grocery Store Produce Section

Advisors and Feedback Are Essential to Food Business Success

10 minute Free read by Edible-Alpha®

Most successful entrepreneurs have a network of support behind them, like an advisory team, board of directors and funders. These individuals provide mentorship and guidance that is invaluable for that company's success, augmenting what the entrepreneur and management team bring to the fold.

Article about Operations for businesses that are Pre-Venture | Startups

True “Disruption” of Food Is Difficult

10 minute Free read by Edible-Alpha®

Consumer tastes, preferences and expectations around food consumption and distribution are changing. People are demanding more healthy food while also sometimes making the foray into purchasing food items online, mostly non-perishable, potentially hollowing out the center of grocery stores.

Article about Business Models for businesses that are Pre-Venture | Startups

The Locavore's Dilemmavideo

The Locavore’s Dilemma

5 minutes of Free video by Edible-Alpha®

The limited amount of people in many communities who are able and willing to buy purely local products creates the "locavore's dilemma." This underscores the importance of using market research data to inform how big the market size is and what people are actually purchasing and where.

Video about Sales and Marketing for businesses that are Growing and Scaling

Edible Startup Summitvideo

Advice From Food Entrepreneurs to Food Entrepreneurs

35 minutes of Free video by Edible-Alpha®

Having your own business is difficult and as a founder, you start out with just you. So many things that are difficult to deal with happen in business and how you adapt is key to business survival. Finding creative revenue streams and maybe even a new business model can be the way your business survives deaths, fires and funding falling through.

Video about Business Models for businesses that are Pre-Venture | Startups

Crowdfundingvideo

Equity Crowdfunding

15 minutes of Free video by Edible-Alpha®

Equity-based crowdfunding (not to be confused with donation or rewards-based crowdfunding) is a new industry and it may not be worth pursuing as a source of capital for such small amounts of money from so many investors who now have an ownership stake in the business.

Video about Raising Capital for businesses that are Growing and Scaling

UW Law and Entrepreneurship Clinic

What’s In a Name? Trademark Protection for Your Food or Beverage Brand

40 minutes of Free audio by Edible-Alpha®

Since selling food or beverages like beer are about selling your brand, protecting that brand and its growth in value through the trademark process is very important. Trademarks should be distinct and evocative as opposed to generic and descriptive, mimizing the likelihood of confusion with other trademarked intellectual property.

Podcast about Operations for businesses that are Growing and Scaling

Legal Documents

Formation Documents, Raising Equity, and Protecting Recipes

30 minutes of Free audio by Edible-Alpha®

The type of entity you form and the type of legal protections you undertake matters in terms of your strategic path to grow and what kinds of money you are able to raise to support that growth. When raising equity, find legal counsel that understands what you need to do to comply with securities law and its required disclosures to investors or potential investors.

Podcast about Raising Capital for businesses that are Growing and Scaling