How to Market Your Products | Sea to Sale

1

00:00:03.405 –> 00:00:04.065

Hi everyone.

 

2

00:00:04.405 –> 00:00:05.825

Um, welcome in.

 

3

00:00:06.485 –> 00:00:09.945

So for this month’s seed of sale, um, I’m so excited to chat

 

4

00:00:09.945 –> 00:00:12.345

with three industry experts, um,

 

5

00:00:12.395 –> 00:00:14.065

about all things kelp marketing.

 

6

00:00:15.045 –> 00:00:17.585

If you haven’t joined us before, my name’s Grace Collary

 

7

00:00:17.605 –> 00:00:19.265

and I’m the senior market development program

 

8

00:00:19.265 –> 00:00:20.665

manager here at GreenWave.

 

9

00:00:21.245 –> 00:00:23.345

Uh, it’s so great to be here with you today.

 

10

00:00:23.605 –> 00:00:26.345

And, um, we’re getting started with introductions,

 

11

00:00:26.845 –> 00:00:28.705

so I’d love to just learn a little bit

 

12

00:00:28.705 –> 00:00:29.865

more about who’s here.

 

13

00:00:31.925 –> 00:00:34.985

If you haven’t had a chance to say hello, um, feel free

 

14

00:00:35.045 –> 00:00:38.025

to post your name, uh, your current role

 

15

00:00:38.205 –> 00:00:40.225

or intended role in the industry as well as

 

16

00:00:40.225 –> 00:00:42.345

where you’re joining us from in the chat.

 

17

00:00:43.005 –> 00:00:45.625

Um, it’s great to get a sense of who’s here

 

18

00:00:45.625 –> 00:00:47.105

and potentially make connections

 

19

00:00:47.105 –> 00:00:48.345

with folks after the webinar.

 

20

00:00:49.365 –> 00:00:52.145

Um, so while you’re doing intros, I’m gonna go

 

21

00:00:52.145 –> 00:00:54.105

through some webinar logistics just quickly.

 

22

00:00:55.125 –> 00:00:58.025

So as per usual, we’re recording this session.

 

23

00:00:58.565 –> 00:01:01.065

Um, so we have the opportunity to share it out

 

24

00:01:01.065 –> 00:01:02.425

with you all after the fact.

 

25

00:01:02.725 –> 00:01:05.625

And, um, you can, you can watch the content later on.

 

26

00:01:06.365 –> 00:01:09.225

And, um, after introductions are finished up,

 

27

00:01:09.275 –> 00:01:11.985

we’re gonna close the chat function on Zoom

 

28

00:01:12.405 –> 00:01:14.225

and we encourage you to use the q

 

29

00:01:14.225 –> 00:01:16.785

and a function throughout the presentation, um,

 

30

00:01:16.785 –> 00:01:19.185

to start asking questions to our speakers.

 

31

00:01:19.555 –> 00:01:22.105

We’ll actually save all those questions till the very end,

 

32

00:01:22.365 –> 00:01:25.265

um, but you’re welcome to start posting throughout

 

33

00:01:25.265 –> 00:01:26.345

while they’re top of mind.

 

34

00:01:29.385 –> 00:01:31.845

Um, and today I’m really excited

 

35

00:01:32.025 –> 00:01:34.445

for our super stellar lineup of speakers.

 

36

00:01:35.105 –> 00:01:37.685

Uh, so for first, um,

 

37

00:01:38.095 –> 00:01:41.365

we’ll have Cadet Remar from Food for Climate League

 

38

00:01:41.865 –> 00:01:44.845

and, um, she’ll be discussing effective narratives

 

39

00:01:44.845 –> 00:01:46.045

to increase interest

 

40

00:01:46.045 –> 00:01:48.565

and consumption of sustainable aquatic foods.

 

41

00:01:49.385 –> 00:01:53.125

Um, then we will move on to chat with Be Fish

 

42

00:01:53.305 –> 00:01:57.085

and, um, Trin will share their journey as a brand

 

43

00:01:57.185 –> 00:02:00.005

to make consumers, um, fall in love, not just

 

44

00:02:00.005 –> 00:02:01.365

with their plant-based tuna,

 

45

00:02:01.385 –> 00:02:03.725

but also, um, the story of seaweed.

 

46

00:02:04.465 –> 00:02:08.685

And, um, finally, Alyssa Pace will discuss seaweed, um,

 

47

00:02:09.105 –> 00:02:12.045

as sort of the icing on the cake for sways, um,

 

48

00:02:13.045 –> 00:02:14.165

B2B marketing strategy.

 

49

00:02:14.865 –> 00:02:17.285

Uh, and as I mentioned, we’ll have about 10

 

50

00:02:17.285 –> 00:02:19.125

to 15 minutes at the end for q and a.

 

51

00:02:19.145 –> 00:02:21.525

So please ask these incredible speakers.

 

52

00:02:21.715 –> 00:02:22.765

Lots and lots of questions.

 

53

00:02:24.705 –> 00:02:25.845

Um, and just, just

 

54

00:02:25.845 –> 00:02:27.925

to give you some background on why we’re hosting this

 

55

00:02:27.925 –> 00:02:31.325

webinar, uh, if you’re joining us today, you’re probably,

 

56

00:02:31.545 –> 00:02:35.045

um, aware of the fact that telling the story of seaweed, um,

 

57

00:02:35.385 –> 00:02:36.445

is isn’t easy.

 

58

00:02:37.365 –> 00:02:40.085

I actually learned this firsthand, um, while stopping

 

59

00:02:40.145 –> 00:02:42.885

by Kelp Brands demo at a local grocery store.

 

60

00:02:43.705 –> 00:02:46.805

And I was super excited to chat with all the customers, um,

 

61

00:02:46.815 –> 00:02:48.085

about all things kelp farming

 

62

00:02:48.385 –> 00:02:50.125

and the multitude of sustainability

 

63

00:02:50.185 –> 00:02:51.605

and health benefits of seaweed.

 

64

00:02:52.065 –> 00:02:54.805

Uh, but I quickly realized that folks were, you know,

 

65

00:02:54.805 –> 00:02:55.925

excited about all of that.

 

66

00:02:55.985 –> 00:02:58.205

But at the end of the day, they were there to, um,

 

67

00:02:58.585 –> 00:03:01.005

buy groceries, buy food that tasted good

 

68

00:03:01.105 –> 00:03:02.365

and put meals on the table.

 

69

00:03:03.105 –> 00:03:06.325

Um, and I think, uh, in the kelp industry, it’s really easy

 

70

00:03:06.385 –> 00:03:09.125

to forget that our target customers don’t live

 

71

00:03:09.125 –> 00:03:10.805

and breathe seaweed like we do.

 

72

00:03:11.385 –> 00:03:14.885

Uh, so you’ll really wanna understand, um, their priorities

 

73

00:03:14.885 –> 00:03:17.525

and motivations, um, for making a purchase.

 

74

00:03:18.505 –> 00:03:21.525

So, uh, today we’ll have the opportunity to dive into what

 

75

00:03:21.525 –> 00:03:23.965

that looks like through effective kelp marketing

 

76

00:03:24.545 –> 00:03:26.125

and specifically talk about how

 

77

00:03:26.125 –> 00:03:28.125

to succinctly tell your story, um,

 

78

00:03:28.345 –> 00:03:30.645

and quickly capture the attention of your audience.

 

79

00:03:32.725 –> 00:03:36.665

Um, and I think you know, why we’re hosting this webinar is

 

80

00:03:36.665 –> 00:03:39.025

to definitely help you with your marketing strategy,

 

81

00:03:39.165 –> 00:03:42.665

but also to support the larger seaweed industry, um,

 

82

00:03:43.005 –> 00:03:45.425

to start to think about consistent messaging.

 

83

00:03:46.085 –> 00:03:48.705

So it probably will come as no surprise to you

 

84

00:03:48.775 –> 00:03:52.665

that sales typically require many, many touch points, um,

 

85

00:03:52.805 –> 00:03:54.985

and especially for a product like seaweed

 

86

00:03:55.185 –> 00:03:57.825

or kelp that might not be familiar to consumers.

 

87

00:03:58.405 –> 00:04:02.065

So the more our sector is able to align on messaging, um,

 

88

00:04:02.125 –> 00:04:05.625

the more our story will be amplified, um, making it easier

 

89

00:04:05.765 –> 00:04:06.905

for you all as a brand.

 

90

00:04:07.125 –> 00:04:10.105

And of course you’ll need a unique value proposition.

 

91

00:04:10.485 –> 00:04:14.345

Um, but as an emerging sector, we just have so much to gain

 

92

00:04:14.345 –> 00:04:16.385

through consistent messaging, um,

 

93

00:04:16.405 –> 00:04:18.385

and the opportunity to bolster awareness

 

94

00:04:18.605 –> 00:04:20.265

of the amazing story of seaweed.

 

95

00:04:21.005 –> 00:04:23.905

And aside from this conversation today, there are

 

96

00:04:24.205 –> 00:04:26.465

so many awesome resources already available.

 

97

00:04:27.125 –> 00:04:30.585

Um, you can check out things like GreenWave has some hub

 

98

00:04:30.585 –> 00:04:32.465

marketing content, um,

 

99

00:04:32.845 –> 00:04:35.905

sea Grants National Seaweed Hub has a seaweed toolkit

 

100

00:04:36.055 –> 00:04:38.785

that actually has example social media posts

 

101

00:04:38.885 –> 00:04:40.545

and messaging that you can leverage.

 

102

00:04:41.205 –> 00:04:44.305

Um, and Sarah will be posting those links in the chat.

 

103

00:04:44.845 –> 00:04:47.505

And then, um, there’s also the Food

 

104

00:04:47.505 –> 00:04:49.305

for Climate Leagues Aquatic toolkits,

 

105

00:04:49.305 –> 00:04:51.345

which are actually coming up next.

 

106

00:04:52.125 –> 00:04:56.305

Um, so with that I, I’d love to welcome our first speaker.

 

107

00:04:56.965 –> 00:04:59.745

Um, cadet is a research associate at the

 

108

00:04:59.745 –> 00:05:00.825

Food for Climate League.

 

109

00:05:01.605 –> 00:05:03.345

Um, in her past lives, she has served

 

110

00:05:03.405 –> 00:05:04.705

as an instructional designer,

 

111

00:05:04.705 –> 00:05:07.825

project manager in behavioral health researcher across

 

112

00:05:07.845 –> 00:05:11.025

higher education, nonprofit and tech industries.

 

113

00:05:11.555 –> 00:05:14.785

Originally from Washington DC Cadet is passionate about

 

114

00:05:14.785 –> 00:05:17.545

public service and has enjoyed working on a variety

 

115

00:05:17.565 –> 00:05:19.705

of projects spanning public health

 

116

00:05:19.845 –> 00:05:23.225

and climate education at the United Nations talk base

 

117

00:05:23.365 –> 00:05:27.145

and Teacher’s college, uh, she earned her MA in psychology

 

118

00:05:27.285 –> 00:05:30.665

and her BA in Political Science in East Asian Languages

 

119

00:05:30.665 –> 00:05:32.665

and Cultures from Columbia University.

 

120

00:05:33.535 –> 00:05:34.985

Over to you Cadet.

 

121

00:05:35.975 –> 00:05:39.495

Alright, so hi everyone, my name is Cadet.

 

122

00:05:40.135 –> 00:05:42.335

I am part of the team at Food for Climate League

 

123

00:05:42.595 –> 00:05:44.695

and I’m so excited to be here today

 

124

00:05:44.955 –> 00:05:47.615

and to introduce you to FCL as well

 

125

00:05:47.615 –> 00:05:52.465

as our research on sustainable seed vegetables like slide.

 

126

00:05:54.455 –> 00:05:57.125

So let me tell you a little bit more about who we are are,

 

127

00:05:57.545 –> 00:06:01.965

we are a interdisciplinary team of designers, researchers,

 

128

00:06:01.965 –> 00:06:03.325

strategists, you name it.

 

129

00:06:03.585 –> 00:06:06.445

And we’re all really passionate about building a more

 

130

00:06:06.475 –> 00:06:08.245

sustainable food system for all.

 

131

00:06:08.785 –> 00:06:10.765

Our specialty is in communications,

 

132

00:06:11.325 –> 00:06:14.445

specifically using narrative design, which is storytelling

 

133

00:06:14.945 –> 00:06:17.445

and behavioral science, which is understanding

 

134

00:06:17.595 –> 00:06:19.805

what really drives human behavior.

 

135

00:06:20.345 –> 00:06:22.645

And if you aren’t familiar with either of these things,

 

136

00:06:22.905 –> 00:06:26.365

I’m here to remind you that you use these tools every day in

 

137

00:06:26.365 –> 00:06:28.685

your job, every time you market your product

 

138

00:06:28.825 –> 00:06:30.525

or you tell the story of your brand.

 

139

00:06:30.985 –> 00:06:32.405

Um, and some of the strategies

 

140

00:06:32.405 –> 00:06:36.605

that we use at FCL include leveraging food trends in market

 

141

00:06:36.605 –> 00:06:39.485

reports, collaborating with folks such

 

142

00:06:39.485 –> 00:06:42.005

as yourself in industry and using data

 

143

00:06:42.065 –> 00:06:46.045

and analytics to really measure and scale our impact slide.

 

144

00:06:47.665 –> 00:06:50.335

Today we’ll talk a little bit about sea vegetables

 

145

00:06:50.595 –> 00:06:53.855

and uh, really focusing on how to boost their appeal

 

146

00:06:54.235 –> 00:06:56.175

and then we’ll wrap up with some really useful

 

147

00:06:56.455 –> 00:06:57.775

resources slide.

 

148

00:06:59.565 –> 00:07:02.265

So why see vegetables slide

 

149

00:07:03.795 –> 00:07:06.495

and what do you mean by sustainable aquatic foods?

 

150

00:07:06.705 –> 00:07:08.455

Those are all really good questions.

 

151

00:07:08.875 –> 00:07:12.135

And so just for context, our research at FCL has looked at

 

152

00:07:12.285 –> 00:07:14.815

both c vegetables and BI bulbs,

 

153

00:07:15.075 –> 00:07:17.335

but for the purposes of this presentation,

 

154

00:07:17.705 –> 00:07:19.895

we’re focusing only on sea vegetables,

 

155

00:07:20.655 –> 00:07:24.825

specifically kelp right at FCL.

 

156

00:07:25.085 –> 00:07:27.865

We recognize, um, that agriculture

 

157

00:07:27.965 –> 00:07:31.505

and food systems must adapt to meet some of the challenges

 

158

00:07:31.505 –> 00:07:33.545

that we’re facing because of climate change.

 

159

00:07:34.085 –> 00:07:37.145

And this means shifting towards more sustainable aquatic

 

160

00:07:37.145 –> 00:07:42.085

foods like, but sustainability

 

161

00:07:42.255 –> 00:07:45.565

isn’t the only challenge that we face in our food system

 

162

00:07:46.255 –> 00:07:48.125

menus and food options and restaurants

 

163

00:07:48.125 –> 00:07:51.205

and grocery stores that we encounter often lack in

 

164

00:07:51.205 –> 00:07:53.245

biodiversity, in nutritional value,

 

165

00:07:53.585 –> 00:07:56.685

and they don’t always tap into existing eater trends,

 

166

00:07:56.695 –> 00:07:59.525

which is really a missed opportunity slide.

 

167

00:08:00.995 –> 00:08:03.535

And this is something that we can actually

 

168

00:08:03.935 –> 00:08:05.135

leverage as an opportunity.

 

169

00:08:05.325 –> 00:08:07.935

This is something that seed vegetables can address.

 

170

00:08:08.475 –> 00:08:11.495

Uh, kelp, as you all know, is a gem of the sea.

 

171

00:08:12.125 –> 00:08:15.135

It’s tasty and versatile. It’s umami packed.

 

172

00:08:15.435 –> 00:08:17.415

You can have it as a snack or an entree.

 

173

00:08:17.725 –> 00:08:19.055

It’s healthy and nutritious.

 

174

00:08:19.475 –> 00:08:22.095

Uh, we often call it a wellbeing booster.

 

175

00:08:22.435 –> 00:08:25.055

And as an aside, this claim of wellbeing

 

176

00:08:25.155 –> 00:08:27.375

and holistic health is really popular

 

177

00:08:27.485 –> 00:08:28.935

with consumers right now.

 

178

00:08:29.355 –> 00:08:31.535

So kelp is really, um, on brand.

 

179

00:08:32.115 –> 00:08:35.215

Um, and we also know that kelp is very sustainable.

 

180

00:08:35.475 –> 00:08:36.495

It is regenerative

 

181

00:08:36.755 –> 00:08:40.055

and it has this power to really heal our ocean.

 

182

00:08:40.395 –> 00:08:42.135

And you see this messaging on a lot

 

183

00:08:42.135 –> 00:08:45.535

of popular brands like Ocean’s, halo and Gu Me Seaweed.

 

184

00:08:46.155 –> 00:08:50.575

And uh, more importantly, kelp adds biodiversity

 

185

00:08:50.755 –> 00:08:52.815

to our diets and our lifestyles.

 

186

00:08:53.275 –> 00:08:55.725

It adds a little bit of sparkle, so to speak.

 

187

00:08:56.425 –> 00:08:57.765

And in terms of flavor,

 

188

00:08:57.995 –> 00:09:01.405

kelp also fit seamlessly within today’s top eater trends,

 

189

00:09:01.515 –> 00:09:05.725

whether it’s plant-based or global and international flavors

 

190

00:09:05.825 –> 00:09:08.505

or climate smart eating slide.

 

191

00:09:10.305 –> 00:09:12.045

But the problem is sustainable.

 

192

00:09:12.045 –> 00:09:14.725

Aquatic foods like kelp are still quite niche.

 

193

00:09:15.645 –> 00:09:18.365

Consumers aren’t really familiar with these ingredients

 

194

00:09:18.385 –> 00:09:19.805

or even how to prepare them,

 

195

00:09:20.655 –> 00:09:24.395

but we know that kelp is gaining traction among eaters

 

196

00:09:24.815 –> 00:09:27.235

and on our end, the more work that we do

 

197

00:09:27.295 –> 00:09:28.995

to increase their awareness

 

198

00:09:29.215 –> 00:09:31.795

and familiarity, not only of these ingredients

 

199

00:09:31.895 –> 00:09:35.075

but our brands as well, the better that we’ll be able

 

200

00:09:35.075 –> 00:09:36.915

to engage with these consumers.

 

201

00:09:36.985 –> 00:09:38.795

Down the line slide.

 

202

00:09:40.665 –> 00:09:44.245

So how did we at FCL boost the appeal

 

203

00:09:44.665 –> 00:09:47.365

of sea vegetables like Health slide?

 

204

00:09:48.835 –> 00:09:52.695

Our insights stem from a multi-year research effort in food

 

205

00:09:52.695 –> 00:09:55.735

service, incorporating a couple of CPG products.

 

206

00:09:56.275 –> 00:09:59.535

In 2022, we conducted dozens

 

207

00:09:59.595 –> 00:10:03.455

of expert interviews in industry, reviewed over a hundred

 

208

00:10:04.055 –> 00:10:05.575

research papers and friend reports

 

209

00:10:06.555 –> 00:10:10.135

and got feedback from over a thousand eaters, uh,

 

210

00:10:10.135 –> 00:10:13.615

to identify the most, um, effective narratives

 

211

00:10:13.615 –> 00:10:15.335

to promote sustainable quality food.

 

212

00:10:15.955 –> 00:10:20.175

In 2023, we conducted not one, not two,

 

213

00:10:20.915 –> 00:10:22.735

but three case studies in food service

 

214

00:10:23.195 –> 00:10:24.935

to put these narratives to the test

 

215

00:10:25.275 –> 00:10:27.935

and see how they actually drive consumption in real life.

 

216

00:10:28.935 –> 00:10:30.515

Now we’re in 2024

 

217

00:10:31.135 –> 00:10:33.915

and we hope to reach over a thousand chefs in food

 

218

00:10:33.915 –> 00:10:35.595

service in our industry.

 

219

00:10:35.645 –> 00:10:37.515

These are the change makers, the people

 

220

00:10:37.575 –> 00:10:39.595

who are actually moving the product.

 

221

00:10:40.255 –> 00:10:41.795

Um, and we hope to reach them

 

222

00:10:41.825 –> 00:10:43.755

through our Cook Aquatic Foods program

 

223

00:10:44.175 –> 00:10:46.115

to really encourage them, um,

 

224

00:10:46.295 –> 00:10:49.235

to add more sustainable aquatic foods on their menus

 

225

00:10:49.535 –> 00:10:51.635

and reach eaters nationwide.

 

226

00:10:52.665 –> 00:10:54.975

Slide. So

 

227

00:10:55.125 –> 00:10:58.455

what were our findings from our two years of research?

 

228

00:10:59.455 –> 00:11:02.115

The first, in terms of how to talk about sea vegetables,

 

229

00:11:02.455 –> 00:11:04.595

we identified four key themes.

 

230

00:11:05.135 –> 00:11:06.835

The first being health and nutrition.

 

231

00:11:07.255 –> 00:11:11.195

So really talking about and using claims like nourishing

 

232

00:11:11.255 –> 00:11:14.115

and nutrient rich were really effective, uh,

 

233

00:11:14.145 –> 00:11:17.435

with eaters talking about sustainability in climate,

 

234

00:11:17.575 –> 00:11:21.315

as you all know, really focusing on this planet friendly

 

235

00:11:21.735 –> 00:11:24.075

aspect also resonated with eaters.

 

236

00:11:24.455 –> 00:11:28.275

Uh, leveraging the taste of seed vegetables like kelp as

 

237

00:11:28.955 –> 00:11:30.275

savory and refreshing

 

238

00:11:30.275 –> 00:11:33.115

and flavor packed was also really effective.

 

239

00:11:33.615 –> 00:11:38.235

And lastly, talking about the versatility in the diversity

 

240

00:11:38.815 –> 00:11:42.235

of ke uh, across different dishes and cuisines

 

241

00:11:42.235 –> 00:11:46.335

and formats was also really effective slide

 

242

00:11:48.035 –> 00:11:51.175

in terms of labeling sea vegetables in the best

 

243

00:11:51.495 –> 00:11:54.285

communication practices across CPG and Conserv.

 

244

00:11:54.825 –> 00:11:58.005

We found that it’s actually best to compare kelp

 

245

00:11:58.225 –> 00:11:59.645

to land-based vegetables,

 

246

00:11:59.945 –> 00:12:03.445

really putting like a foot in the familiar, so you can think

 

247

00:12:03.445 –> 00:12:06.245

of kelp as like the new kale or spinach

 

248

00:12:06.305 –> 00:12:09.725

and really lead with what is accessible to eaters as opposed

 

249

00:12:09.725 –> 00:12:11.885

to starting with something new and foreign.

 

250

00:12:12.665 –> 00:12:16.205

We also found that visually presenting kelp as a convenient

 

251

00:12:16.805 –> 00:12:19.485

everyday food was the best way to go.

 

252

00:12:19.985 –> 00:12:23.845

So thinking of kelp, not as just an ingredient on a plate,

 

253

00:12:24.305 –> 00:12:28.205

but as the base for AAMI rich crunchy salad

 

254

00:12:28.825 –> 00:12:33.285

or as the base of a umami veggie burger, um,

 

255

00:12:33.625 –> 00:12:35.445

was really the best approach here.

 

256

00:12:35.745 –> 00:12:38.725

And tapping into these familiar, again, familiar

 

257

00:12:39.265 –> 00:12:41.445

and convenient and tasty formats.

 

258

00:12:41.865 –> 00:12:43.245

Our research also found

 

259

00:12:43.245 –> 00:12:46.645

that eaters preferred the D term seed vegetable seaweed.

 

260

00:12:46.905 –> 00:12:48.925

And this was due to negative associations

 

261

00:12:48.955 –> 00:12:50.365

with eating a weed.

 

262

00:12:50.625 –> 00:12:52.405

And we’ve actually found this in some

 

263

00:12:52.405 –> 00:12:54.325

of our other research on different projects.

 

264

00:12:54.745 –> 00:12:57.685

Uh, we found that people, when we ask them what they think

 

265

00:12:57.685 –> 00:13:00.765

of kelp, uh, the first thing that comes to mind is,

 

266

00:13:00.765 –> 00:13:03.565

you know, something that floats in the ocean, something

 

267

00:13:03.565 –> 00:13:06.325

that get gets stuck to their leg at the beach, um,

 

268

00:13:06.425 –> 00:13:08.525

as opposed to something that is delicious

 

269

00:13:08.705 –> 00:13:11.005

and that they’d want to eat in a dish.

 

270

00:13:11.895 –> 00:13:14.475

We found that in CPG, um,

 

271

00:13:14.855 –> 00:13:17.755

really tapping into our audience’s trusted voices

 

272

00:13:18.175 –> 00:13:19.235

was also effective.

 

273

00:13:19.615 –> 00:13:22.955

So by trusted voice we mean influencers, friends

 

274

00:13:23.055 –> 00:13:25.835

and family, medical professionals like dieticians,

 

275

00:13:26.105 –> 00:13:29.555

whoever eaters turned to for recommendations on what

 

276

00:13:29.855 –> 00:13:34.075

and how to eat was also, uh, really resonant.

 

277

00:13:34.855 –> 00:13:38.635

And, uh, in terms of descriptors, really tuning into

 

278

00:13:38.635 –> 00:13:42.395

what was, uh, appealing favorably to people’s senses

 

279

00:13:42.935 –> 00:13:45.195

was also very, uh, effective.

 

280

00:13:45.215 –> 00:13:48.635

So for example, talking about kelp as umami rich

 

281

00:13:48.735 –> 00:13:52.795

and crunchy as opposed to briny, um, was, was one approach.

 

282

00:13:53.495 –> 00:13:55.555

And lastly, uh, we found

 

283

00:13:55.555 –> 00:13:58.875

that highlighting the safety in talking about the origin

 

284

00:13:58.975 –> 00:14:02.795

of kelp to connect eaters with this broader story about

 

285

00:14:02.795 –> 00:14:05.395

where their food comes from was really powerful.

 

286

00:14:05.895 –> 00:14:09.355

Not only to reassure eaters of, you know, the food quality

 

287

00:14:09.455 –> 00:14:13.035

of this ingredient, but also to engage them into this more,

 

288

00:14:13.495 –> 00:14:17.075

um, di direct narrative of farm to table.

 

289

00:14:17.175 –> 00:14:20.195

And you actually see this effective storytelling with a lot

 

290

00:14:20.195 –> 00:14:23.795

of brands like Forge and Bound or Atlantic Sea Farms.

 

291

00:14:24.015 –> 00:14:25.755

And the latter, and I don’t know if you know this,

 

292

00:14:25.815 –> 00:14:28.875

but the latter actually has this QR code on the back

 

293

00:14:28.875 –> 00:14:31.275

of their products where consumers can actually scan

 

294

00:14:31.735 –> 00:14:34.355

and, you know, learn about the farmer in Maine

 

295

00:14:34.415 –> 00:14:37.275

who grew their burger, which I think is just so, uh,

 

296

00:14:37.275 –> 00:14:41.755

infinitely cool, um, in a good way of tapping into a lot

 

297

00:14:41.755 –> 00:14:43.795

of consumers who are always using their phones

 

298

00:14:43.815 –> 00:14:46.515

for everything, I think is a really great way

 

299

00:14:46.515 –> 00:14:47.595

that engaging them.

 

300

00:14:48.255 –> 00:14:52.585

Uh, slide. And these were some

 

301

00:14:52.585 –> 00:14:56.465

of the dishes that we, uh, tested using CPG products.

 

302

00:14:56.845 –> 00:14:58.785

So the billow names on the left

 

303

00:14:59.005 –> 00:15:02.225

and then the Hardy Fusion burger on the right in particular,

 

304

00:15:02.645 –> 00:15:06.065

uh, were made, um, using products from Akua

 

305

00:15:06.125 –> 00:15:08.065

and that really appealed to eaters.

 

306

00:15:08.365 –> 00:15:11.345

So something that I wanna note is the flavors

 

307

00:15:11.365 –> 00:15:12.465

and the textures

 

308

00:15:12.485 –> 00:15:15.545

and the sensory aspect in the name and the description.

 

309

00:15:15.575 –> 00:15:17.385

That is really what sells.

 

310

00:15:17.385 –> 00:15:21.215

That is really what appeals to consumers slide.

 

311

00:15:22.835 –> 00:15:27.485

And to wrap it all up, uh, slide, uh,

 

312

00:15:27.555 –> 00:15:30.285

aquatic foods like health are this really amazing

 

313

00:15:30.555 –> 00:15:34.005

opportunity to address, uh, some of the challenges

 

314

00:15:34.005 –> 00:15:35.965

that we’re facing because of climate change.

 

315

00:15:36.585 –> 00:15:40.285

And despite these perceptions around what consumers like

 

316

00:15:40.285 –> 00:15:43.085

and what they don’t like, there is growing interest in

 

317

00:15:43.105 –> 00:15:44.445

sea vegetables like kelp.

 

318

00:15:44.865 –> 00:15:47.645

And I think that brands can actually capitalize on this

 

319

00:15:47.645 –> 00:15:51.285

through narrative design and strategic communications.

 

320

00:15:52.065 –> 00:15:53.765

How you communicate is critical

 

321

00:15:53.985 –> 00:15:57.125

and in our research we found that health sustainability,

 

322

00:15:57.725 –> 00:16:00.205

versatility, um, and taste narratives

 

323

00:16:00.345 –> 00:16:03.765

or in lieu of taste really appealing to that sensory aspect

 

324

00:16:03.865 –> 00:16:06.525

for sea vegetables was most effective

 

325

00:16:06.665 –> 00:16:09.345

for generating excitement slide.

 

326

00:16:10.595 –> 00:16:12.495

So if you liked what you heard today

 

327

00:16:12.555 –> 00:16:13.655

and you want to learn more,

 

328

00:16:13.925 –> 00:16:15.695

then I have some really good news for you.

 

329

00:16:16.155 –> 00:16:17.855

We have several resources

 

330

00:16:17.855 –> 00:16:19.975

for you available online and they’re free.

 

331

00:16:20.445 –> 00:16:23.575

Just use my code Cadet 20 at checkout. I’m kidding.

 

332

00:16:23.625 –> 00:16:26.055

These are all free resources, no code is needed

 

333

00:16:26.475 –> 00:16:30.095

and you can find them online on our website Eat aquatic

 

334

00:16:30.095 –> 00:16:31.855

foods.org slide.

 

335

00:16:34.145 –> 00:16:37.045

And I know that was an ocean of information, so thank you

 

336

00:16:37.425 –> 00:16:38.765

for taking this plunge with me.

 

337

00:16:39.105 –> 00:16:40.925

And if you’d like to learn more about FCL

 

338

00:16:40.945 –> 00:16:44.205

and what we do, you can swim on over to our website at food

 

339

00:16:44.205 –> 00:16:45.685

for climate league.org.

 

340

00:16:46.015 –> 00:16:47.725

Thank you so much and feel free

 

341

00:16:47.725 –> 00:16:49.445

to drop your question into the chat.

 

342

00:16:51.115 –> 00:16:52.805

Amazing. Thank you cadet.

 

343

00:16:52.985 –> 00:16:56.365

Um, and Sarah should be posting those links in the chat

 

344

00:16:56.465 –> 00:16:59.085

so you can, um, check out their website and resources.

 

345

00:16:59.665 –> 00:17:02.805

Um, I think it was super interesting your point about, um,

 

346

00:17:02.835 –> 00:17:04.805

calling kelp sea vegetables.

 

347

00:17:05.005 –> 00:17:06.565

I think, you know, thinking about

 

348

00:17:06.845 –> 00:17:09.925

what words we use in our marketing since we have, um,

 

349

00:17:09.955 –> 00:17:11.045

such a short amount of time

 

350

00:17:11.065 –> 00:17:13.245

to capture people’s attention is really important.

 

351

00:17:13.425 –> 00:17:15.005

So, um, being intentional

 

352

00:17:15.005 –> 00:17:17.685

and doing research around that is very insightful.

 

353

00:17:18.585 –> 00:17:23.045

Um, next up I am really excited to welcome um, tau Trend.

 

354

00:17:23.745 –> 00:17:27.245

Um, starting at Beta Fish as a working student.

 

355

00:17:27.545 –> 00:17:29.125

Tao was right there from the beginning.

 

356

00:17:29.665 –> 00:17:31.445

She helped build the brand as well

 

357

00:17:31.445 –> 00:17:32.485

as the marketing department

 

358

00:17:32.485 –> 00:17:35.285

and supported in launching the brand in product in Germany

 

359

00:17:35.745 –> 00:17:39.005

and later all across Europe, um, from social media

 

360

00:17:39.145 –> 00:17:41.405

to event sponsorships, press relations

 

361

00:17:41.405 –> 00:17:42.685

and partner marketing.

 

362

00:17:43.135 –> 00:17:45.005

She’s done it all having followed

 

363

00:17:45.065 –> 00:17:47.125

and supported the whole journey up until now.

 

364

00:17:47.265 –> 00:17:49.125

She knows the changes in the food industry

 

365

00:17:49.225 –> 00:17:50.245

and consumer trends.

 

366

00:17:50.905 –> 00:17:52.285

Um, so over to you Tao.

 

367

00:17:54.695 –> 00:17:57.005

Thank you very much. Um, hi there.

 

368

00:17:57.265 –> 00:17:59.845

I’m Tao and the marketing manager of Better Fish.

 

369

00:18:00.545 –> 00:18:03.965

Um, we’re creating the most authentic fish alternatives made

 

370

00:18:03.965 –> 00:18:06.125

from seaweed and just like you all,

 

371

00:18:06.255 –> 00:18:08.205

we’re totally fascinated by it.

 

372

00:18:08.865 –> 00:18:12.045

Um, we actually invest a lot in seaweed RD

 

373

00:18:12.385 –> 00:18:15.005

and research projects to create novel ingredients

 

374

00:18:15.005 –> 00:18:16.405

for the food in industry.

 

375

00:18:17.205 –> 00:18:20.485

I already saw some people, um, working in this field.

 

376

00:18:21.105 –> 00:18:24.605

Um, but today let’s just focus on our end consumer products.

 

377

00:18:25.485 –> 00:18:28.905

I’m going to be talking about how we build up our B2C brand

 

378

00:18:29.365 –> 00:18:32.345

and how it evolves since we launched in October, 2020,

 

379

00:18:32.485 –> 00:18:34.655

2021 slide.

 

380

00:18:35.915 –> 00:18:38.255

Um, as you all know, sea, we has a lot

 

381

00:18:38.255 –> 00:18:40.735

of positive impact on our oceans and environment.

 

382

00:18:41.075 –> 00:18:43.535

We also see the opportunity of sea, we cultivation

 

383

00:18:43.535 –> 00:18:45.935

to reduce the pressure of fishing, uh,

 

384

00:18:46.155 –> 00:18:47.255

in the fishing industry

 

385

00:18:47.475 –> 00:18:50.415

and often an alternative income source

 

386

00:18:50.515 –> 00:18:51.655

for coastal community.

 

387

00:18:52.235 –> 00:18:53.415

So that’s why we want

 

388

00:18:53.415 –> 00:18:56.615

to max seaweed an integral part in every category

 

389

00:18:56.635 –> 00:18:58.575

of the food industry, right?

 

390

00:18:59.715 –> 00:19:01.895

Um, the challenge at the moment, as we all know,

 

391

00:19:02.045 –> 00:19:03.055

there’s no demand

 

392

00:19:03.115 –> 00:19:06.015

and seaweed farms like our partners in Norway

 

393

00:19:06.015 –> 00:19:08.335

and Ireland are struggling to get rid

 

394

00:19:08.335 –> 00:19:10.255

of the harvested seaweed slide,

 

395

00:19:11.645 –> 00:19:14.915

which means our mission at Better Fish is to increase demand

 

396

00:19:14.915 –> 00:19:16.355

by taking seaweed mainstream.

 

397

00:19:16.885 –> 00:19:19.315

We’re sourcing the seaweed from our European seaweed partner

 

398

00:19:19.325 –> 00:19:21.555

funds develop unique processing methods

 

399

00:19:21.615 –> 00:19:24.035

to make the seaweed not only applicable

 

400

00:19:24.095 –> 00:19:26.355

to in our own alternative products,

 

401

00:19:26.375 –> 00:19:28.435

but eventually also for the food industry.

 

402

00:19:29.015 –> 00:19:32.155

You can already see our fish alternatives are actually only

 

403

00:19:32.695 –> 00:19:35.315

the trillion horse to make people eat seaweed.

 

404

00:19:35.815 –> 00:19:38.275

And by that, uh, we try to increase the demand

 

405

00:19:38.295 –> 00:19:39.595

for the young seaweed industry

 

406

00:19:39.895 –> 00:19:42.555

and also increase impact slide.

 

407

00:19:44.415 –> 00:19:45.835

And that’s cool and all,

 

408

00:19:46.015 –> 00:19:47.955

but let’s go to why we’re actually here.

 

409

00:19:48.255 –> 00:19:51.035

So how do we market and sell our fish alternatives?

 

410

00:19:51.655 –> 00:19:53.315

We claim to make the most authentic

 

411

00:19:53.345 –> 00:19:54.555

fish alternatives out there.

 

412

00:19:55.015 –> 00:19:56.115

And our key ingredient,

 

413

00:19:56.215 –> 00:19:58.595

the seaweed brings the authentic ocean flavor.

 

414

00:19:58.655 –> 00:20:01.555

Of course, we are not only aiming at the vegan niche,

 

415

00:20:01.895 –> 00:20:04.875

but especially at the mainstream flexitarians

 

416

00:20:04.875 –> 00:20:08.755

and the younger generations who are obviously very aware

 

417

00:20:08.755 –> 00:20:10.555

of our sustainability challenges.

 

418

00:20:11.255 –> 00:20:13.995

And when you look at our product portfolio, which we

 

419

00:20:14.015 –> 00:20:15.115

of course optimize

 

420

00:20:15.135 –> 00:20:18.155

and reduce over the years, you can see that we try

 

421

00:20:18.155 –> 00:20:20.675

to have a packaging format for every occasion,

 

422

00:20:21.255 –> 00:20:24.835

but also having a tuna can as our current flagship product.

 

423

00:20:25.495 –> 00:20:26.955

Um, it’s easy to understand

 

424

00:20:27.055 –> 00:20:29.755

and people are very familiar with this product, uh,

 

425

00:20:29.755 –> 00:20:32.315

with this format and that’s what you need

 

426

00:20:32.415 –> 00:20:34.875

and that’s what my talk will be about.

 

427

00:20:35.235 –> 00:20:37.675

Familiar familiarity, uh,

 

428

00:20:37.675 –> 00:20:41.275

which ADEs also talked about already slide

 

429

00:20:43.375 –> 00:20:47.805

What was, um, and yeah, it all started with tuna actually.

 

430

00:20:48.385 –> 00:20:51.085

Um, what was important to us when it comes to branding

 

431

00:20:51.625 –> 00:20:54.605

or what that we don’t look like a typical vegan brand,

 

432

00:20:55.155 –> 00:20:57.405

like all green and brown and organic.

 

433

00:20:57.985 –> 00:21:01.165

Um, we knew that we needed to create a lifestyle brand

 

434

00:21:01.165 –> 00:21:02.245

that’s young and fun.

 

435

00:21:02.425 –> 00:21:04.645

And so that’s how it started with tuna.

 

436

00:21:05.275 –> 00:21:07.685

When we talked, when talking about how

 

437

00:21:07.685 –> 00:21:11.205

to sell seaweed based food product, there’s no way

 

438

00:21:11.205 –> 00:21:13.565

around talking about how to sell food product.

 

439

00:21:14.185 –> 00:21:16.125

And when you’re selling food, taste

 

440

00:21:16.225 –> 00:21:18.845

and pricing are the two most important

 

441

00:21:19.445 –> 00:21:20.565

arguments for the end consumer.

 

442

00:21:21.225 –> 00:21:24.085

It doesn’t matter how sustainable you are,

 

443

00:21:24.225 –> 00:21:26.485

if it’s not tasty, if it’s not at price parity

 

444

00:21:26.485 –> 00:21:28.765

with the animal product, people just don’t care.

 

445

00:21:29.065 –> 00:21:31.005

So at the beginning we tried

 

446

00:21:31.005 –> 00:21:34.405

to sell tuna just like we would sell real tuna

 

447

00:21:34.465 –> 00:21:37.365

or any other kind of food that’s new in the supermarket.

 

448

00:21:38.135 –> 00:21:41.645

There was not much of impact communication, no,

 

449

00:21:41.665 –> 00:21:43.325

no seaweed communication at all

 

450

00:21:43.555 –> 00:21:46.205

because back then when we started people

 

451

00:21:46.205 –> 00:21:47.365

didn’t like seaweed.

 

452

00:21:47.825 –> 00:21:49.685

We did a lot of social media,

 

453

00:21:49.935 –> 00:21:52.365

tried leveraging our existing community in Berlin

 

454

00:21:52.945 –> 00:21:54.445

and quickly got into contact

 

455

00:21:54.555 –> 00:21:57.005

with opinion leaders to spread the message.

 

456

00:21:57.545 –> 00:22:00.205

So I think press relations and social media relations

 

457

00:22:00.205 –> 00:22:02.485

and networking were our key channeled.

 

458

00:22:02.905 –> 00:22:04.485

And after we, after that,

 

459

00:22:04.825 –> 00:22:07.645

we quickly realized we should sponsor events

 

460

00:22:08.185 –> 00:22:10.565

to sample our product and get people to try.

 

461

00:22:11.345 –> 00:22:14.805

And this is what worked really well for us until now slide

 

462

00:22:16.475 –> 00:22:18.335

and now there’s seaweed.

 

463

00:22:18.595 –> 00:22:20.895

So as you see consumers change

 

464

00:22:20.915 –> 00:22:22.175

and the market also changes,

 

465

00:22:22.875 –> 00:22:26.775

we actually see a new seaweed hype popping up, um,

 

466

00:22:27.155 –> 00:22:30.455

and consumers actually understand the benefits of seaweed

 

467

00:22:30.475 –> 00:22:32.295

for our health and for the flavor profile.

 

468

00:22:32.715 –> 00:22:34.855

That’s why we quickly jumped on this hype strain

 

469

00:22:35.275 –> 00:22:38.695

and started using the seaweed messaging even more in our

 

470

00:22:38.935 –> 00:22:42.895

communications for B2C, we use all the popular channels,

 

471

00:22:42.895 –> 00:22:44.575

of course, like Instagram, TikTok,

 

472

00:22:44.915 –> 00:22:46.855

but we still do a lot of press relations

 

473

00:22:46.915 –> 00:22:48.015

and sponsoring events.

 

474

00:22:48.515 –> 00:22:51.455

We try to have really good relationships with the media

 

475

00:22:51.595 –> 00:22:52.855

and also with influencers

 

476

00:22:52.855 –> 00:22:55.215

because at the end, um, if they like you,

 

477

00:22:55.365 –> 00:22:56.575

they will promote your product.

 

478

00:22:57.315 –> 00:22:59.415

Um, so you can see we,

 

479

00:22:59.545 –> 00:23:02.615

where we communicate didn’t change a lot, it’s just rather

 

480

00:23:02.765 –> 00:23:03.855

what we communicated.

 

481

00:23:04.435 –> 00:23:08.615

So sustainability became a very big important topic for us.

 

482

00:23:09.195 –> 00:23:11.375

So CBE becomes our USP

 

483

00:23:11.555 –> 00:23:13.095

and also made it possible

 

484

00:23:13.115 –> 00:23:15.975

to really differentiate ourself from the

 

485

00:23:16.525 –> 00:23:17.695

growing competition.

 

486

00:23:18.435 –> 00:23:21.055

Um, we actually needed to talk about seaweed now

 

487

00:23:21.055 –> 00:23:23.175

to stay relevant slide.

 

488

00:23:24.825 –> 00:23:27.365

Um, so yeah, then there’s the questions.

 

489

00:23:27.985 –> 00:23:31.365

How can we make people fall in love with seaweed?

 

490

00:23:32.065 –> 00:23:36.785

Um, slide, uh, we’re still learning

 

491

00:23:36.925 –> 00:23:38.105

and we also failed a lot.

 

492

00:23:38.285 –> 00:23:40.385

Um, but these are our experiences.

 

493

00:23:40.685 –> 00:23:43.505

So the firstly learning was of course taste

 

494

00:23:43.525 –> 00:23:45.065

and price are still number one

 

495

00:23:45.235 –> 00:23:46.965

because yes, we are still food.

 

496

00:23:47.385 –> 00:23:48.965

That’s why we’re still stick sticking

 

497

00:23:49.025 –> 00:23:50.485

to these two messaging pillars

 

498

00:23:50.485 –> 00:23:53.925

because it’s just the basic need customers want from food.

 

499

00:23:54.355 –> 00:23:56.045

It’s also helping us selling the product

 

500

00:23:56.275 –> 00:23:59.645

because for one price parity with original product

 

501

00:24:00.375 –> 00:24:02.685

makes the product more accessible for everyone

 

502

00:24:03.295 –> 00:24:05.155

and we can offer better prices even

 

503

00:24:05.175 –> 00:24:09.435

to our retail food service partners, which means, um, yeah,

 

504

00:24:09.545 –> 00:24:11.955

they are just deciding for us because we have better prices.

 

505

00:24:12.615 –> 00:24:15.075

Uh, we’re honestly not 100% there yet

 

506

00:24:15.075 –> 00:24:16.195

where we want the price to be,

 

507

00:24:16.615 –> 00:24:18.035

but I think it’s already good start

 

508

00:24:18.055 –> 00:24:21.275

and quite good to net to not have increased any prices

 

509

00:24:22.025 –> 00:24:23.075

despite inflation.

 

510

00:24:23.815 –> 00:24:26.795

Um, also one retail tip I can give to you is

 

511

00:24:26.795 –> 00:24:30.515

to have the RRP, like the recommended retail price to be

 

512

00:24:30.645 –> 00:24:33.515

below three euros for our con consumer goods.

 

513

00:24:34.175 –> 00:24:35.555

And for the taste messaging,

 

514

00:24:35.765 –> 00:24:38.235

we’ve actually tried it out in our ad campaigns,

 

515

00:24:38.235 –> 00:24:41.915

for example, we’ve tested it against other messagings like

 

516

00:24:42.055 –> 00:24:43.435

impact and sustainability,

 

517

00:24:44.215 –> 00:24:47.875

but selling the tasted looking product perform best overall.

 

518

00:24:48.785 –> 00:24:51.155

Also, we try to sponsor as many events as possible.

 

519

00:24:51.265 –> 00:24:54.195

This is very imp or this was and is very important for us.

 

520

00:24:55.015 –> 00:24:57.995

Um, sample our product there, getting into goody bags,

 

521

00:24:57.995 –> 00:25:00.235

getting people to try us, um,

 

522

00:25:00.235 –> 00:25:03.435

because we think it’s the ultimate brand experience at the

 

523

00:25:03.435 –> 00:25:05.435

end and it really pays out.

 

524

00:25:06.545 –> 00:25:09.875

Um, slide the next learning was

 

525

00:25:09.975 –> 00:25:11.555

to make your impact tangible.

 

526

00:25:11.975 –> 00:25:13.795

So if you’re talking about your impact,

 

527

00:25:14.245 –> 00:25:16.795

we’ve made good experiences with making it tangible.

 

528

00:25:17.025 –> 00:25:20.835

Instead of saying we’ve saved that much carbon emissions,

 

529

00:25:20.975 –> 00:25:23.915

we try to translate it into car rides,

 

530

00:25:23.965 –> 00:25:25.475

plane flight, et cetera.

 

531

00:25:26.095 –> 00:25:28.995

And also big numbers are more impressive.

 

532

00:25:29.535 –> 00:25:33.035

Um, and also to personalize things, we actually calculate

 

533

00:25:33.095 –> 00:25:34.595

how much tons of byc edge

 

534

00:25:34.595 –> 00:25:37.355

or tuna fishes our business partners are

 

535

00:25:37.555 –> 00:25:38.795

saving together with us.

 

536

00:25:39.425 –> 00:25:41.475

This is also actually a very good story

 

537

00:25:41.615 –> 00:25:43.275

for their sustainability goals.

 

538

00:25:44.055 –> 00:25:48.835

Um, slide and third lesson was

 

539

00:25:48.895 –> 00:25:50.315

to let the seaweed shine.

 

540

00:25:50.695 –> 00:25:53.355

Um, something we’ve learned on the way actually

 

541

00:25:53.355 –> 00:25:56.235

and why we had to include seaweed more into a communications

 

542

00:25:56.855 –> 00:25:59.275

was when it comes to alternative product,

 

543

00:25:59.655 –> 00:26:03.035

people are starting to worry about, um, yeah,

 

544

00:26:03.035 –> 00:26:05.515

about artificial flavoring and additives.

 

545

00:26:05.935 –> 00:26:08.715

So to prove that we are not made of all the stuff

 

546

00:26:09.015 –> 00:26:12.395

and um, yeah, we are just all natural.

 

547

00:26:12.535 –> 00:26:13.915

We are letting the seaweed shine.

 

548

00:26:14.455 –> 00:26:18.435

So seaweed and seaweed farms are actually already beautiful

 

549

00:26:18.455 –> 00:26:22.235

as they are and we just give the consumers like a very good

 

550

00:26:22.235 –> 00:26:24.155

conscience when eating because it’s all

 

551

00:26:24.155 –> 00:26:25.235

natural and growth in the water.

 

552

00:26:25.695 –> 00:26:28.115

It eases their mind and also it increases

 

553

00:26:28.175 –> 00:26:29.555

of course our own brand.

 

554

00:26:29.695 –> 00:26:32.075

Um, authenticity applied

 

555

00:26:33.925 –> 00:26:36.265

and the fourth lesson was like

 

556

00:26:36.325 –> 00:26:38.945

to add some sea magic to your brand.

 

557

00:26:39.765 –> 00:26:41.145

Um, but we actually had

 

558

00:26:41.145 –> 00:26:43.605

to further develop our brand this year

 

559

00:26:43.605 –> 00:26:47.085

because back then it was really all about tuna

 

560

00:26:47.425 –> 00:26:49.845

and we feel like it was very restricting

 

561

00:26:50.105 –> 00:26:52.165

and we didn’t talk about seaweed at all

 

562

00:26:52.165 –> 00:26:55.765

because we thought consumers were um, yeah,

 

563

00:26:55.765 –> 00:26:56.805

very hesitant to try.

 

564

00:26:57.705 –> 00:26:59.765

So with our new colors and new icon

 

565

00:26:59.765 –> 00:27:04.005

and more optimized brand identity, we made space for seaweed

 

566

00:27:04.025 –> 00:27:07.085

and also more fish alternatives beside the tuna,

 

567

00:27:07.085 –> 00:27:08.085

just like our salon.

 

568

00:27:09.025 –> 00:27:12.565

Uh, we even further developed our packaging placing little,

 

569

00:27:13.025 –> 00:27:14.485

uh, seaweed icons in the front

 

570

00:27:14.545 –> 00:27:16.605

and add more waves and ocean features.

 

571

00:27:18.005 –> 00:27:19.865

Um, also something we had to add

 

572

00:27:20.025 –> 00:27:22.105

because people were getting more suspicious

 

573

00:27:22.105 –> 00:27:23.465

towards alternative products.

 

574

00:27:23.935 –> 00:27:25.105

It’s just a tiny switch.

 

575

00:27:25.245 –> 00:27:27.585

Um, but sometimes that helps consumers

 

576

00:27:27.585 –> 00:27:29.305

to make the connection between seaweed

 

577

00:27:29.305 –> 00:27:32.945

and our product, um, without being too obvious

 

578

00:27:33.125 –> 00:27:36.145

and just don’t overexplaining anything.

 

579

00:27:37.285 –> 00:27:40.985

Um, yeah, we tried incorporating seaweed without losing the

 

580

00:27:41.225 –> 00:27:42.625

original brand identity actually.

 

581

00:27:42.725 –> 00:27:46.185

So because we still wanted to stay playful and fun

 

582

00:27:46.405 –> 00:27:48.705

and also prove that seaweed can be that too.

 

583

00:27:49.325 –> 00:27:51.025

If you are too focused on seaweed,

 

584

00:27:51.205 –> 00:27:53.985

I’m afraid consumers might be overwhelmed

 

585

00:27:53.985 –> 00:27:56.545

because seaweed is still new and it’s still unfamiliar

 

586

00:27:57.685 –> 00:27:59.945

and also they might be hesitant to try.

 

587

00:27:59.945 –> 00:28:03.425

Then, um, one thing we try is so obviously familiar

 

588

00:28:03.485 –> 00:28:06.785

to consume with, so which is especially important when

 

589

00:28:06.785 –> 00:28:08.905

selling innovative and new products.

 

590

00:28:09.605 –> 00:28:11.665

Um, yeah, slides.

 

591

00:28:13.695 –> 00:28:18.035

And then lastly, um, I call it, if you talk about us,

 

592

00:28:18.105 –> 00:28:19.275

talk about seaweed two.

 

593

00:28:20.335 –> 00:28:22.955

So just means becoming a seaweed brand is

 

594

00:28:23.095 –> 00:28:25.595

of course still a process for us.

 

595

00:28:25.855 –> 00:28:28.555

Um, one goal we actually made this year was

 

596

00:28:28.615 –> 00:28:31.835

to include seaweed on every piece of article

 

597

00:28:32.095 –> 00:28:36.795

or every feature, every posting we, yeah, we get.

 

598

00:28:36.935 –> 00:28:40.275

So we updated all our press materials to focus on seaweed

 

599

00:28:40.615 –> 00:28:43.115

and we just never stopped talking about it.

 

600

00:28:43.935 –> 00:28:47.795

So this goal, of course, actually focus on our press work.

 

601

00:28:47.975 –> 00:28:49.395

Um, when you talk to journalists,

 

602

00:28:49.395 –> 00:28:51.395

when people read your press, release it

 

603

00:28:51.395 –> 00:28:52.875

and access your press material,

 

604

00:28:53.285 –> 00:28:54.915

there should be always a little bit

 

605

00:28:54.915 –> 00:28:56.755

of seaweed magic everywhere.

 

606

00:28:57.455 –> 00:29:00.515

Um, actually this has helped us to stay relevant

 

607

00:29:00.815 –> 00:29:02.195

and newsworthy too

 

608

00:29:02.195 –> 00:29:05.435

because seaweed is one of the new superfood at the moment.

 

609

00:29:06.655 –> 00:29:09.995

You can see like even a tiny feature in a magazine right

 

610

00:29:09.995 –> 00:29:13.955

here on the, uh, right side, um, still include seaweed.

 

611

00:29:14.335 –> 00:29:16.475

So these are like our vehicles.

 

612

00:29:16.535 –> 00:29:19.315

So people slowly connect seaweed with our brand.

 

613

00:29:19.855 –> 00:29:21.555

Um, but still just don’t forget,

 

614

00:29:21.585 –> 00:29:24.675

it’s just such a long process and we are still in it.

 

615

00:29:25.495 –> 00:29:28.235

Um, also I think it really depends on a channel,

 

616

00:29:28.235 –> 00:29:31.035

whether you want to really dive deep into the seaweed story

 

617

00:29:31.135 –> 00:29:34.675

or not, or make it more digestible for the end consumer.

 

618

00:29:35.415 –> 00:29:38.195

Um, so for example, with the press, it’s easier to tell

 

619

00:29:38.215 –> 00:29:41.485

or see which story, and it’s also the reason why they’re

 

620

00:29:41.645 –> 00:29:44.325

actually interviewing us and not another food startup,

 

621

00:29:44.325 –> 00:29:45.765

another fish alternative startup.

 

622

00:29:46.545 –> 00:29:48.845

Um, but for our own channels like social media,

 

623

00:29:49.385 –> 00:29:52.165

we really need to make it yeah, easy to understand.

 

624

00:29:52.465 –> 00:29:54.365

Um, and sometimes that also means

 

625

00:29:54.365 –> 00:29:55.725

that seaweed can come short.

 

626

00:29:57.485 –> 00:30:01.065

Um, slide. So yeah,

 

627

00:30:01.235 –> 00:30:04.705

these were actually my five key learnings in the process.

 

628

00:30:05.405 –> 00:30:08.145

All summarized of course to make it all happen.

 

629

00:30:08.285 –> 00:30:11.065

We have like a very talented team, uh,

 

630

00:30:11.205 –> 00:30:13.345

and creative people in the marketing team.

 

631

00:30:13.415 –> 00:30:16.225

Currently we’re like three people handling all this,

 

632

00:30:16.765 –> 00:30:20.665

but we’re actually working a lot with like, um, freelancers

 

633

00:30:20.685 –> 00:30:22.545

and agencies too, just

 

634

00:30:22.545 –> 00:30:24.065

because we are such a small company,

 

635

00:30:24.725 –> 00:30:26.305

you cannot have everyone on a team.

 

636

00:30:26.645 –> 00:30:29.425

We pick and choose people and experts just when we need them

 

637

00:30:29.725 –> 00:30:32.145

and also like, um, an added bonus.

 

638

00:30:33.125 –> 00:30:36.745

Um, and we already look into future consumer trends already,

 

639

00:30:36.795 –> 00:30:39.225

which might be another bonus learning

 

640

00:30:39.845 –> 00:30:42.025

to jump on a hype train slide.

 

641

00:30:43.735 –> 00:30:46.155

So we know that there’s this huge health trend,

 

642

00:30:46.205 –> 00:30:47.795

which Kidde already talked about,

 

643

00:30:48.255 –> 00:30:50.915

and we want to leverage this for our communications as well.

 

644

00:30:52.215 –> 00:30:55.035

Me or we, we’ve picked out for potential topics

 

645

00:30:55.035 –> 00:30:58.635

that we are actually focusing on right now.

 

646

00:30:58.785 –> 00:31:02.275

Look into more and see what we can use for our product

 

647

00:31:02.375 –> 00:31:03.875

and our civic communications.

 

648

00:31:05.215 –> 00:31:08.755

And yeah, that’s actually it from my side.

 

649

00:31:10.675 –> 00:31:13.375

If you want to get in touch, um, feel free to scan the code,

 

650

00:31:13.605 –> 00:31:15.295

text me, uh, whatever.

 

651

00:31:15.475 –> 00:31:17.495

I’m really looking forward to network

 

652

00:31:17.875 –> 00:31:20.535

and exchange ideas, um, especially

 

653

00:31:20.535 –> 00:31:21.535

because I saw a lot

 

654

00:31:21.535 –> 00:31:25.455

of people working in the seaweed ingredients food industry

 

655

00:31:25.455 –> 00:31:27.655

already, and I think we can make something happen.

 

656

00:31:28.065 –> 00:31:29.065

Thank you.

 

657

00:31:29.825 –> 00:31:32.415

Thank you so much. Um, so cool

 

658

00:31:32.415 –> 00:31:34.415

to see your branding and, and messaging.

 

659

00:31:34.415 –> 00:31:37.655

It’s just so fun and approachable, so I really love that.

 

660

00:31:37.875 –> 00:31:39.895

And um, your point about the different

 

661

00:31:39.895 –> 00:31:41.335

channels is a really good one.

 

662

00:31:41.675 –> 00:31:42.815

Um, you might not be able

 

663

00:31:42.815 –> 00:31:46.335

to tell your whole story if it’s just a small space on your

 

664

00:31:46.335 –> 00:31:49.015

packaging, um, but if you have the opportunity to do so,

 

665

00:31:49.015 –> 00:31:51.255

like in the press or um, videos, then

 

666

00:31:51.255 –> 00:31:52.575

that’s a really great opportunity.

 

667

00:31:54.295 –> 00:31:58.835

Um, okay, so I’d like to pass it over now to, um,

 

668

00:31:58.835 –> 00:32:00.435

Alyssa Paste from Sway.

 

669

00:32:01.095 –> 00:32:04.475

Um, Alyssa is a multimedia communications professional,

 

670

00:32:05.155 –> 00:32:06.835

cultivating a thriving regenerative future

 

671

00:32:06.835 –> 00:32:08.475

through the power of storytelling.

 

672

00:32:08.905 –> 00:32:10.915

With nearly a decade of experience in marketing,

 

673

00:32:11.275 –> 00:32:13.075

communications, project management

 

674

00:32:13.095 –> 00:32:15.355

and partnership development, she’s growing

 

675

00:32:15.415 –> 00:32:18.235

and engaging a community that champions sways vision.

 

676

00:32:18.975 –> 00:32:21.835

Um, some past clients include the Regenerative Organic

 

677

00:32:22.235 –> 00:32:24.315

Alliance, California Native Plant Society,

 

678

00:32:24.585 –> 00:32:27.835

planned Parenthood, um, 1% for the planet and more.

 

679

00:32:28.295 –> 00:32:31.315

She carries a BA in Environmental studies from the

 

680

00:32:31.315 –> 00:32:33.075

University of California, Santa Barbara.

 

681

00:32:33.935 –> 00:32:38.525

And over to you Alyssa. Thanks Grace. And hi everybody.

 

682

00:32:38.705 –> 00:32:40.685

I’m so happy to be here with you all today.

 

683

00:32:41.305 –> 00:32:42.565

Um, thank you Cadet

 

684

00:32:42.565 –> 00:32:45.365

and Al for some amazing first presentations.

 

685

00:32:45.845 –> 00:32:47.245

I was already learning so much

 

686

00:32:47.265 –> 00:32:48.765

and I feel like the learnings that I’m about

 

687

00:32:48.765 –> 00:32:50.365

to share are very complimentary, so I hope

 

688

00:32:50.365 –> 00:32:52.605

that this feels like a really fruitful presentation

 

689

00:32:52.605 –> 00:32:53.645

for everyone listening in today.

 

690

00:32:54.505 –> 00:32:55.965

Um, so I’m Melissa Pace

 

691

00:32:55.965 –> 00:32:58.365

and I’m the communications lead with Sway.

 

692

00:32:58.945 –> 00:32:59.965

Uh, if we get to meet,

 

693

00:33:00.025 –> 00:33:02.205

let me share a little bit about Sway slide.

 

694

00:33:03.425 –> 00:33:05.925

Uh, we come in from a slightly different angle than food.

 

695

00:33:06.065 –> 00:33:08.805

Uh, we are a material innovation startup using seaweed

 

696

00:33:08.805 –> 00:33:10.725

to create home compostable packaging

 

697

00:33:11.025 –> 00:33:14.005

for consumer good brands with an eye towards a whole range

 

698

00:33:14.065 –> 00:33:17.485

of products that have increased renewable content

 

699

00:33:18.005 –> 00:33:21.325

included in an accelerated end of life slide.

 

700

00:33:22.305 –> 00:33:24.645

Our products aim to match the necessary performance

 

701

00:33:24.645 –> 00:33:28.485

qualities of single use plastic, but they regenerate social

 

702

00:33:28.745 –> 00:33:31.405

and ecological systems that plastic destroys.

 

703

00:33:31.945 –> 00:33:34.365

So as an example, this is a seaweed poly

 

704

00:33:34.585 –> 00:33:35.605

bag that you’re looking at.

 

705

00:33:35.735 –> 00:33:38.005

We’re launching this this fall with fashion brands

 

706

00:33:38.065 –> 00:33:41.085

to replace that kind of waste you receive in online orders

 

707

00:33:42.055 –> 00:33:44.585

slide sway.

 

708

00:33:44.725 –> 00:33:47.585

And many incredible peers of ours are using seaweed

 

709

00:33:47.585 –> 00:33:49.985

to fuel a regenerative material future.

 

710

00:33:50.565 –> 00:33:52.265

But seaweed is such an incredible resource.

 

711

00:33:52.385 –> 00:33:54.425

I don’t have to explain, explain that to you all.

 

712

00:33:54.885 –> 00:33:57.985

Um, its use cases seem to be infinite slide

 

713

00:33:59.065 –> 00:34:00.225

companies are using seaweed

 

714

00:34:00.225 –> 00:34:01.865

to power our regenerative food future.

 

715

00:34:02.375 –> 00:34:03.745

Like Food for Climate League

 

716

00:34:03.745 –> 00:34:06.025

and Beta fists just shared slide,

 

717

00:34:06.955 –> 00:34:10.795

a regenerative fabric future, like many of our peers slide

 

718

00:34:11.785 –> 00:34:15.035

from fertilizers to fuels to so many more use cases.

 

719

00:34:15.385 –> 00:34:17.755

Seaweed sits at the heart of a spectrum

 

720

00:34:17.895 –> 00:34:22.715

of really incredible innovation slide serving as a tool

 

721

00:34:22.775 –> 00:34:23.875

for a regenerative future.

 

722

00:34:24.775 –> 00:34:26.875

And you all, as the farmers

 

723

00:34:27.055 –> 00:34:31.755

and organizations, um, cultivating seaweed hold the key

 

724

00:34:31.755 –> 00:34:35.635

that unlock a wealth of knowledge about this wonder crop.

 

725

00:34:35.955 –> 00:34:38.515

Hmm, you have the power to paint a vision of

 

726

00:34:38.515 –> 00:34:39.875

what a seaweed future looks like

 

727

00:34:39.875 –> 00:34:41.955

through your marketing slide.

 

728

00:34:43.935 –> 00:34:45.275

Um, I’m really happy to share

 

729

00:34:45.275 –> 00:34:47.515

that Sway has garnered an incredible amount

 

730

00:34:47.575 –> 00:34:49.235

of attention in the last few years.

 

731

00:34:50.015 –> 00:34:53.555

We won first place in the Tom Ford Plastic Innovation Prize.

 

732

00:34:54.045 –> 00:34:56.675

We’re named a world changing idea by Fast Company

 

733

00:34:56.935 –> 00:34:59.075

and a finalist in the Beyond the Bag Challenge.

 

734

00:34:59.695 –> 00:35:02.675

Our work has been featured in the Guardian Forbes Financial

 

735

00:35:02.675 –> 00:35:03.875

Times Sourcing Journal,

 

736

00:35:04.135 –> 00:35:06.155

and we’ve spoken at the White House, the UN

 

737

00:35:06.175 –> 00:35:08.115

and Climate Week slide.

 

738

00:35:09.625 –> 00:35:12.045

We are championed by a community

 

739

00:35:12.045 –> 00:35:15.085

of over 125,000 on Instagram

 

740

00:35:15.345 –> 00:35:17.325

and 15,000 on LinkedIn,

 

741

00:35:17.665 –> 00:35:20.205

and we have over a thousand consumer brands in our sales

 

742

00:35:20.565 –> 00:35:21.645

pipeline slide.

 

743

00:35:22.415 –> 00:35:23.845

We’ve launched packaging partnerships

 

744

00:35:23.845 –> 00:35:25.285

with cult favorite brands like Noah,

 

745

00:35:25.285 –> 00:35:26.685

which you can see here on the left.

 

746

00:35:27.265 –> 00:35:29.285

And Florence Marine X on the right,

 

747

00:35:29.535 –> 00:35:31.445

which is the outdoor gear brand started

 

748

00:35:31.445 –> 00:35:34.645

by World Surf Champion John John Florence slide.

 

749

00:35:36.655 –> 00:35:38.635

It might surprise you that this is,

 

750

00:35:38.635 –> 00:35:40.195

this is completely organic growth.

 

751

00:35:40.225 –> 00:35:42.635

There’s no marketing budget behind any of this really,

 

752

00:35:43.055 –> 00:35:45.795

and it’s executed entirely by a two person team,

 

753

00:35:45.795 –> 00:35:49.515

which is myself and Julia Marsh Sways, co-founder, and CEO.

 

754

00:35:50.175 –> 00:35:52.275

So I’m here today to share that marketing doesn’t have

 

755

00:35:52.275 –> 00:35:54.635

to be expensive and it doesn’t need a huge

 

756

00:35:54.825 –> 00:35:56.035

team to make it work.

 

757

00:35:56.795 –> 00:35:58.435

I wanna let you in on a few of the fundamentals

 

758

00:35:58.435 –> 00:36:01.555

that I believe have really paved sway success to getting to

 

759

00:36:01.555 –> 00:36:03.955

where we are today and hopefully leave you

 

760

00:36:03.955 –> 00:36:06.315

with a few tangibles that you can integrate into your own

 

761

00:36:06.315 –> 00:36:08.075

marketing strategy slide.

 

762

00:36:10.095 –> 00:36:11.755

So to start, I think one

 

763

00:36:11.755 –> 00:36:13.075

of the most important things is just

 

764

00:36:13.075 –> 00:36:14.835

to identify your incumbent.

 

765

00:36:15.345 –> 00:36:17.115

What are you using seaweed to replace

 

766

00:36:17.115 –> 00:36:18.315

and why is that so critical?

 

767

00:36:18.975 –> 00:36:21.275

At sway, we’re using seaweed to displace oil

 

768

00:36:21.585 –> 00:36:22.995

that goes into plastics.

 

769

00:36:23.935 –> 00:36:25.395

So here are the quick facts on

 

770

00:36:25.395 –> 00:36:26.675

that industry that we’re shaking up.

 

771

00:36:27.525 –> 00:36:32.035

There are 160,000 plastic bags

 

772

00:36:32.515 –> 00:36:36.755

produced every second, every second, every second.

 

773

00:36:38.375 –> 00:36:39.515

And plastics are expected

 

774

00:36:39.515 –> 00:36:41.915

to quadruple fossil fuel demand by 2050.

 

775

00:36:42.775 –> 00:36:44.915

So identifying our audience becomes pretty easy.

 

776

00:36:45.375 –> 00:36:46.915

Our customers are brands that are looking

 

777

00:36:46.915 –> 00:36:49.755

to reduce their footprints and move away from oil.

 

778

00:36:50.535 –> 00:36:52.595

So my advice to you is find your incumbent

 

779

00:36:52.895 –> 00:36:55.835

and then round up strong facts that underscore how

 

780

00:36:55.975 –> 00:36:57.595

and why seaweed is better.

 

781

00:36:58.345 –> 00:37:00.995

That becomes the icing on the cake slide.

 

782

00:37:03.205 –> 00:37:04.585

And this might be my favorite point.

 

783

00:37:05.115 –> 00:37:07.825

Paint a picture of the future your product enables.

 

784

00:37:08.445 –> 00:37:11.425

The most asked question that sway receives is why seaweed,

 

785

00:37:11.845 –> 00:37:13.625

and I mean, frankly, who better to answer

 

786

00:37:13.625 –> 00:37:15.465

that question than everyone tuning in today?

 

787

00:37:16.045 –> 00:37:18.945

The way that we like to frame it is when cultivated

 

788

00:37:18.975 –> 00:37:22.385

responsibly, IE in line with GreenWave practices,

 

789

00:37:22.935 –> 00:37:25.825

seaweed can purify water, enhance biodiversity,

 

790

00:37:26.705 –> 00:37:28.105

mitigate the impacts of climate change

 

791

00:37:28.285 –> 00:37:30.385

and secure climate resilient employment

 

792

00:37:30.385 –> 00:37:31.465

in coastal communities.

 

793

00:37:32.085 –> 00:37:34.065

It provides all of these benefits without the need

 

794

00:37:34.065 –> 00:37:36.865

for fresh water, arable land or chemical inputs.

 

795

00:37:37.165 –> 00:37:39.465

So that’s avoiding many of the downfalls that come

 

796

00:37:39.535 –> 00:37:41.105

with terrestrial agriculture,

 

797

00:37:41.235 –> 00:37:43.065

which personally my background is in.

 

798

00:37:43.065 –> 00:37:44.465

So I love to talk about this point.

 

799

00:37:45.595 –> 00:37:48.065

These are really incredible narratives.

 

800

00:37:48.335 –> 00:37:51.345

They’re unique and pretty much untold when it comes

 

801

00:37:51.345 –> 00:37:53.745

to regeneration, circularity, and ocean health.

 

802

00:37:53.805 –> 00:37:56.425

And your brand has the opportunity to be at the forefront

 

803

00:37:56.425 –> 00:37:59.025

of the storytelling at sway.

 

804

00:37:59.025 –> 00:38:01.865

We wanna make the future look irresistible, thriving,

 

805

00:38:02.465 –> 00:38:06.305

colorful, joyful, friendly, community oriented, similar to

 

806

00:38:06.305 –> 00:38:07.465

what you’re seeing in this graphic

 

807

00:38:07.465 –> 00:38:09.745

that we use pretty amply in our marketing.

 

808

00:38:10.565 –> 00:38:12.185

But what I wanna know is what does it look like

 

809

00:38:12.185 –> 00:38:13.585

through your lens and

 

810

00:38:13.605 –> 00:38:16.305

how can this vision be reflected in your brand’s color

 

811

00:38:16.305 –> 00:38:19.345

palette, tone of voice, imagery, taglines,

 

812

00:38:20.165 –> 00:38:22.425

and how can this be done in a way that’s genuinely your own?

 

813

00:38:23.045 –> 00:38:25.465

We believe that fostering unique visual identities

 

814

00:38:25.665 –> 00:38:27.025

and diverse narratives is key

 

815

00:38:27.025 –> 00:38:29.825

to distinguishing our brand’s unique value propositions.

 

816

00:38:30.375 –> 00:38:32.585

This is an industry that is so new,

 

817

00:38:32.585 –> 00:38:34.665

there’s ample creative freedom to shape a brand

 

818

00:38:34.665 –> 00:38:36.125

that is distinctive to you.

 

819

00:38:37.125 –> 00:38:41.325

Slide make it accessible and inclusive.

 

820

00:38:42.085 –> 00:38:45.365

Sways communications are often inspired by new packaging PO

 

821

00:38:45.885 –> 00:38:49.165

policies that are released or new research papers on Ocean

 

822

00:38:49.165 –> 00:38:52.085

Health, but they’re distilled in a way that’s easy

 

823

00:38:52.085 –> 00:38:54.725

to understand and compelling to consume.

 

824

00:38:55.265 –> 00:38:56.605

As our team likes to say,

 

825

00:38:57.225 –> 00:38:59.165

you shouldn’t need a material science degree

 

826

00:38:59.165 –> 00:39:01.245

to understand why a seaweed poly bag is cool.

 

827

00:39:01.765 –> 00:39:03.045

I certainly don’t have one myself.

 

828

00:39:03.785 –> 00:39:06.685

The seaweed product movement should include everyone from my

 

829

00:39:06.685 –> 00:39:10.205

10-year-old niece to my 65-year-old mom who yeah,

 

830

00:39:10.515 –> 00:39:13.805

both follow us on Instagram slide.

 

831

00:39:15.545 –> 00:39:18.045

Um, a great tactic that I like to use for

 

832

00:39:18.045 –> 00:39:20.525

that specifically is bread crumbing your

 

833

00:39:20.525 –> 00:39:21.925

information, as I like to say.

 

834

00:39:22.385 –> 00:39:25.005

So teasing it out in a way that lures your audience

 

835

00:39:25.005 –> 00:39:26.805

to their appropriate information level.

 

836

00:39:27.505 –> 00:39:28.965

And I’ve modified this ocean metaphor

 

837

00:39:28.965 –> 00:39:30.605

for my ocean folks in the audience.

 

838

00:39:31.525 –> 00:39:34.485

Starting with level one, the dune, this is kind

 

839

00:39:34.485 –> 00:39:36.685

of like the first glance at your marketing.

 

840

00:39:37.145 –> 00:39:39.325

So the packaging that you’re seeing at the store,

 

841

00:39:39.425 –> 00:39:43.285

the social media feed, your website homepage, um, this is

 

842

00:39:43.285 –> 00:39:45.885

where you would use the most catchy user effective language

 

843

00:39:45.955 –> 00:39:47.285

like what cadet mentioned.

 

844

00:39:47.665 –> 00:39:49.765

And I love the idea of using QR codes

 

845

00:39:49.765 –> 00:39:53.245

to layer your way into the beach, which is the next level.

 

846

00:39:53.705 –> 00:39:55.125

That’s the rest of your website.

 

847

00:39:55.125 –> 00:39:57.845

Presentations, news articles, events or op-eds.

 

848

00:39:58.305 –> 00:39:59.405

And then there’s the wave.

 

849

00:39:59.745 –> 00:40:00.725

So that’s, you know, you’ve made

 

850

00:40:00.725 –> 00:40:01.565

it all the way to the ocean.

 

851

00:40:01.565 –> 00:40:04.245

There’s this seemingly infinite amount of information

 

852

00:40:04.245 –> 00:40:06.245

that you can explore and you have plenty of space to do.

 

853

00:40:06.245 –> 00:40:09.045

So this is where your case studies live,

 

854

00:40:09.355 –> 00:40:11.725

your research papers, your podcast interviews

 

855

00:40:11.905 –> 00:40:16.725

and more slide bring your audience

 

856

00:40:16.725 –> 00:40:18.645

underwater or to the water at least.

 

857

00:40:19.065 –> 00:40:20.605

Uh, not everyone has the good fortune

 

858

00:40:20.705 –> 00:40:21.805

of living near the sea,

 

859

00:40:21.865 –> 00:40:24.445

but everyone it seems in some ways

 

860

00:40:24.445 –> 00:40:25.845

captivated by the big blue.

 

861

00:40:26.465 –> 00:40:29.325

You are the lucky ones who get to experience it firsthand.

 

862

00:40:29.825 –> 00:40:33.125

So share that gift with the world. This comes in two forms.

 

863

00:40:33.125 –> 00:40:35.725

There’s information and visuals.

 

864

00:40:36.685 –> 00:40:38.925

I listed out our most asked questions

 

865

00:40:38.995 –> 00:40:42.885

because I promise you will attract an audience if you build

 

866

00:40:42.945 –> 00:40:45.885

out strategy around concert content that answers

 

867

00:40:46.785 –> 00:40:48.005

how is seaweed grown?

 

868

00:40:48.955 –> 00:40:50.485

What kinds of seaweed do you grow?

 

869

00:40:51.075 –> 00:40:52.725

What is regenerative seaweed farming?

 

870

00:40:52.995 –> 00:40:54.925

What are the benefits of growing seaweed?

 

871

00:40:55.345 –> 00:40:57.565

And how can this positively impact social

 

872

00:40:57.705 –> 00:40:58.845

and ecological systems?

 

873

00:41:00.025 –> 00:41:03.085

And as for imagery, invest in good imagery.

 

874

00:41:03.385 –> 00:41:06.885

And a lot of it, whether it’s hiring photographers

 

875

00:41:06.885 –> 00:41:09.125

to create high quality website photos

 

876

00:41:09.585 –> 00:41:13.765

or generating iPhone video to create Instagram reels,

 

877

00:41:14.315 –> 00:41:17.125

just build your robust image library up.

 

878

00:41:17.575 –> 00:41:19.845

We’ve seen those same kelp forest stock

 

879

00:41:19.845 –> 00:41:21.125

photos a million times over.

 

880

00:41:21.305 –> 00:41:25.285

So share what makes your operation unique slide

 

881

00:41:27.765 –> 00:41:29.465

and finally build your community.

 

882

00:41:29.775 –> 00:41:32.265

Perhaps the most important point I’ll make today is

 

883

00:41:32.265 –> 00:41:35.445

that sway would not be where we are without community.

 

884

00:41:36.075 –> 00:41:39.325

From day one. We’ve designed our business products

 

885

00:41:39.385 –> 00:41:42.645

and audiences through the support of our amazing allies,

 

886

00:41:43.405 –> 00:41:46.245

advisors, investors, NGOs, coalitions,

 

887

00:41:46.525 –> 00:41:49.645

academic research institutions, peers, the list goes on.

 

888

00:41:50.225 –> 00:41:52.205

We engage in reciprocal relationships

 

889

00:41:52.235 –> 00:41:53.445

with each of these allies.

 

890

00:41:53.675 –> 00:41:55.005

Writing op-eds together,

 

891

00:41:55.115 –> 00:41:57.085

designing collaborative social posts,

 

892

00:41:57.265 –> 00:42:00.885

asking strategy questions, sharing opportunities, um,

 

893

00:42:01.145 –> 00:42:04.325

and being connectors where whenever and wherever possible.

 

894

00:42:05.105 –> 00:42:07.725

So invest in these relationships, they will take you far

 

895

00:42:08.855 –> 00:42:12.645

slide Seaweed’s, renewable

 

896

00:42:12.785 –> 00:42:15.125

and regenerative nature makes it a critical

 

897

00:42:15.485 –> 00:42:16.725

resource for our future.

 

898

00:42:17.515 –> 00:42:18.845

It’s the farmers, buyers

 

899

00:42:19.385 –> 00:42:21.605

and other kelp curious folks in the audience

 

900

00:42:21.665 –> 00:42:24.125

who are here right now today listening in

 

901

00:42:24.425 –> 00:42:26.565

who are actualizing the supply chains

 

902

00:42:26.565 –> 00:42:28.045

that make this future possible.

 

903

00:42:28.825 –> 00:42:31.685

We all have a role to play, a vision to see,

 

904

00:42:31.685 –> 00:42:32.965

and a voice to speak out with.

 

905

00:42:33.685 –> 00:42:36.565

I encourage you to find yours, play and experiment with it

 

906

00:42:36.945 –> 00:42:39.085

and find the niche that makes the most impact.

 

907

00:42:39.815 –> 00:42:43.825

Slide together we are swaying the future.

 

908

00:42:44.445 –> 00:42:46.345

If you have any follow-up questions, I would love

 

909

00:42:46.345 –> 00:42:47.385

to hear from you in the chat.

 

910

00:42:48.245 –> 00:42:50.065

Thanks so much to Greenway for hosting.

 

911

00:42:51.495 –> 00:42:52.605

Thank you so much Alyssa.

 

912

00:42:53.065 –> 00:42:55.085

Um, that was super inspiring

 

913

00:42:55.145 –> 00:42:57.125

and Sway does such an incredible job

 

914

00:42:57.185 –> 00:42:59.445

of really painting a picture of that, uh,

 

915

00:42:59.445 –> 00:43:00.925

wonderful regenerative future.

 

916

00:43:01.105 –> 00:43:02.885

So really appreciate you letting us

 

917

00:43:02.885 –> 00:43:04.045

in on some of those secrets.

 

918

00:43:04.785 –> 00:43:08.325

Um, and it looks like we have about 15 minutes for q

 

919

00:43:08.485 –> 00:43:09.765

and a now, so, um,

 

920

00:43:09.825 –> 00:43:14.045

please start posting your questions in the chat, um, and,

 

921

00:43:14.385 –> 00:43:17.565

and we can pick our incredible speakers brain some more.

 

922

00:43:18.665 –> 00:43:23.245

Um, so to kick us off, um, we have an initial question,

 

923

00:43:23.575 –> 00:43:26.845

which I think is for, um, cadet, um,

 

924

00:43:26.945 –> 00:43:31.245

and it’s around sensory studies on Fresh Kelp, um,

 

925

00:43:31.645 –> 00:43:32.645

specifically by itself.

 

926

00:43:32.785 –> 00:43:34.605

Um, but have you done any sensory studies

 

927

00:43:34.715 –> 00:43:37.725

with kelp in like dishes or other ingredients

 

928

00:43:37.785 –> 00:43:39.285

or, um, on its own?

 

929

00:43:40.595 –> 00:43:42.655

That’s a really good question from Charles.

 

930

00:43:43.315 –> 00:43:48.295

Uh, keeping me on my toes, um, from a B2B perspective. Yes.

 

931

00:43:48.945 –> 00:43:51.685

So at SCL one of our projects, um,

 

932

00:43:51.885 –> 00:43:55.325

involves developing this market strategy for Alaskan kelp

 

933

00:43:55.325 –> 00:43:59.805

and oysters in the lower 48, so increasing the uptake, um,

 

934

00:43:59.945 –> 00:44:02.005

of, of those ingredients and those products.

 

935

00:44:02.345 –> 00:44:05.725

So, uh, as part of our marketing segmentation research,

 

936

00:44:06.225 –> 00:44:07.845

we actually interviewed chefs

 

937

00:44:07.985 –> 00:44:10.245

and stakeholders to help us do

 

938

00:44:10.315 –> 00:44:13.005

what we call a ingredient evaluation.

 

939

00:44:13.585 –> 00:44:16.445

So do, through that evaluation, we were able

 

940

00:44:16.445 –> 00:44:19.085

to understand the various different, uh,

 

941

00:44:19.085 –> 00:44:23.805

product opportunities for kelp from a sensory, uh,

 

942

00:44:24.565 –> 00:44:25.885

culinary nutritional perspective.

 

943

00:44:26.345 –> 00:44:29.765

And then from there we were able to make a couple specific,

 

944

00:44:30.025 –> 00:44:33.045

uh, recommendations for application and food service

 

945

00:44:33.425 –> 00:44:34.445

and CPG.

 

946

00:44:34.705 –> 00:44:38.165

So I, I don’t have the actual report with me now,

 

947

00:44:38.305 –> 00:44:42.125

but I do remember a key insight is that in, um, you know,

 

948

00:44:42.125 –> 00:44:46.045

we looked at the different species of kelp, um, in, in

 

949

00:44:46.045 –> 00:44:48.925

that part of the us so looking at sugar ribbon and,

 

950

00:44:50.185 –> 00:44:51.845

and we found that sugar

 

951

00:44:52.025 –> 00:44:54.925

and ribbon tend to have the greatest versatility

 

952

00:44:55.065 –> 00:44:59.445

and can be used, you know, blanched in salads, uh,

 

953

00:44:59.445 –> 00:45:03.365

freeze dried in snacks, uh, dehydrated was noodle,

 

954

00:45:03.865 –> 00:45:06.285

but Bull Whip has this really like unique shape

 

955

00:45:06.625 –> 00:45:07.725

and briny flavor

 

956

00:45:07.945 –> 00:45:10.925

and we found that it was actually better suited for pickles

 

957

00:45:10.985 –> 00:45:14.845

and, and sauces and, you know, dehydrated in seasonings.

 

958

00:45:15.225 –> 00:45:17.245

So those were a couple of insights

 

959

00:45:17.245 –> 00:45:19.205

that I remember from our evaluation.

 

960

00:45:20.775 –> 00:45:22.865

Awesome, thank you so much for sharing all that.

 

961

00:45:23.245 –> 00:45:25.185

Um, t did you have anything to add?

 

962

00:45:25.255 –> 00:45:28.225

Have have you done any sensory testing at Bed Fish?

 

963

00:45:30.755 –> 00:45:34.215

Um, not on the kelp itself. Actually.

 

964

00:45:34.435 –> 00:45:38.255

We do do a lot of sensory tests with our tuna

 

965

00:45:38.255 –> 00:45:41.735

and our Sonna, um, but not on like real kelp.

 

966

00:45:44.435 –> 00:45:47.765

Awesome. Um, any insights from the, uh, tuna

 

967

00:45:48.345 –> 00:45:50.205

or salmon sensory testing?

 

968

00:45:51.965 –> 00:45:54.295

Yeah, I think they’re pretty interesting actually

 

969

00:45:54.295 –> 00:45:58.055

because we started of course with like a green blob

 

970

00:45:59.435 –> 00:46:02.455

and um, then of course we have, um, the luck

 

971

00:46:02.555 –> 00:46:05.335

to be in a coworking space here at Kitchen Town.

 

972

00:46:05.875 –> 00:46:08.335

So it’s like a hub, innovation hub

 

973

00:46:08.395 –> 00:46:10.495

for all food startups a located in Berlin,

 

974

00:46:11.275 –> 00:46:14.895

and of course Kitchen Town has a lot of, um, networking, uh,

 

975

00:46:14.895 –> 00:46:16.655

like network op opportunities.

 

976

00:46:17.435 –> 00:46:19.935

Um, so we do these kind of sensory tests

 

977

00:46:19.935 –> 00:46:21.615

with like hundreds of people sometimes.

 

978

00:46:22.595 –> 00:46:25.175

And then by that we just keep improving the,

 

979

00:46:25.715 –> 00:46:29.215

our two now our products, um, in the beginning, as I said,

 

980

00:46:29.215 –> 00:46:30.735

it was like some,

 

981

00:46:31.565 –> 00:46:33.855

some m we didn’t even get the texture right.

 

982

00:46:34.235 –> 00:46:36.455

Uh, we started with sandwiches, we started with pizza

 

983

00:46:36.455 –> 00:46:38.455

because this is what, it was easier for us

 

984

00:46:38.455 –> 00:46:40.855

because anything that’s mixed in with Mayo

 

985

00:46:40.855 –> 00:46:43.455

or mixed in with something else, which is easier to

 

986

00:46:44.365 –> 00:46:45.775

make it taste like tuna,

 

987

00:46:46.075 –> 00:46:48.055

but the texture is something we just, uh,

 

988

00:46:48.055 –> 00:46:49.495

really succeeded last year.

 

989

00:46:50.275 –> 00:46:52.175

So it was a journey of two years.

 

990

00:46:54.145 –> 00:46:55.995

Cool. Thank you so much for sharing those insights.

 

991

00:46:56.935 –> 00:46:59.515

Um, we have a question from Oakley.

 

992

00:46:59.855 –> 00:47:02.275

Um, and, and maybe I’ll start us off with this,

 

993

00:47:02.275 –> 00:47:03.715

and then if any panelists wanna jump

 

994

00:47:03.735 –> 00:47:04.835

in, you’re more than welcome to.

 

995

00:47:05.575 –> 00:47:09.035

Um, so as a nascent industry, particularly in the states

 

996

00:47:09.255 –> 00:47:12.395

and demand being limited, um, do you see the development

 

997

00:47:12.395 –> 00:47:15.315

of demand more in food or biotechnology applications?

 

998

00:47:15.695 –> 00:47:18.395

Um, granted it’s subject to plenty of variables,

 

999

00:47:18.415 –> 00:47:19.675

but rough expectations.

 

1000

00:47:20.415 –> 00:47:22.275

Um, and obviously this is,

 

1001

00:47:22.275 –> 00:47:25.355

this is a question we get asked a lot, um, at GreenWave

 

1002

00:47:25.355 –> 00:47:27.475

and other organizations here across the board.

 

1003

00:47:27.935 –> 00:47:30.405

Um, and I think, you know, as we all know,

 

1004

00:47:30.835 –> 00:47:33.765

seaweed right now the primary market is food and,

 

1005

00:47:33.785 –> 00:47:36.085

and there is a lot of potential for growth there.

 

1006

00:47:36.305 –> 00:47:39.405

Um, as cadets has touched on in, in food service

 

1007

00:47:39.505 –> 00:47:41.565

and working with chefs and CPG products.

 

1008

00:47:42.025 –> 00:47:46.005

Um, but there’s equal potential in whether it’s agriculture

 

1009

00:47:46.145 –> 00:47:48.925

or materials, um, across the board.

 

1010

00:47:48.985 –> 00:47:51.365

You know, cosmetics are a big opportunity area,

 

1011

00:47:51.815 –> 00:47:54.325

extracting valuable compounds from seaweed.

 

1012

00:47:54.705 –> 00:47:57.925

Um, so there isn’t just one potential application.

 

1013

00:47:58.265 –> 00:48:01.365

And I think there are, there are so many potentials as,

 

1014

00:48:01.385 –> 00:48:02.765

as Alyssa talked about as well.

 

1015

00:48:03.385 –> 00:48:06.325

Um, do any panelists have something to add?

 

1016

00:48:07.835 –> 00:48:09.685

Yeah, I, I would add here, I’m,

 

1017

00:48:09.685 –> 00:48:13.405

I’m not an expert on US production versus global production,

 

1018

00:48:13.405 –> 00:48:16.445

but there’s a really amazing report done by the World Bank

 

1019

00:48:16.445 –> 00:48:18.765

that identifies 10 different categories

 

1020

00:48:18.785 –> 00:48:20.805

of emerging seaweed based products.

 

1021

00:48:21.305 –> 00:48:23.485

Uh, like Grace said, food is going to be number one there,

 

1022

00:48:23.545 –> 00:48:26.685

but Sea seaweed based bioplastics, like

 

1023

00:48:26.685 –> 00:48:28.365

what Sway is creating was positioned

 

1024

00:48:28.365 –> 00:48:30.965

as a medium term growth opportunity.

 

1025

00:48:31.515 –> 00:48:34.925

This report came out a couple years ago, so it, it channeled

 

1026

00:48:34.925 –> 00:48:35.965

that 2000

 

1027

00:48:36.145 –> 00:48:38.445

or 2024 to 2028,

 

1028

00:48:38.525 –> 00:48:41.005

I believe would be like the biggest growth years for that.

 

1029

00:48:41.065 –> 00:48:42.565

So I’ll find that report

 

1030

00:48:42.565 –> 00:48:44.085

and I can throw it in the chat if

 

1031

00:48:44.085 –> 00:48:45.165

you wanna take a look yourself.

 

1032

00:48:46.245 –> 00:48:47.255

Yeah, that would be great.

 

1033

00:48:47.395 –> 00:48:50.095

Um, yeah, there are definitely market reports out there.

 

1034

00:48:50.635 –> 00:48:53.575

Um, and another resource that I’ll mention at the very end,

 

1035

00:48:53.795 –> 00:48:56.775

um, GreenWave is actually we just launched an emerging

 

1036

00:48:56.925 –> 00:48:59.375

buyer’s guide, um, where we touch on a lot

 

1037

00:48:59.375 –> 00:49:00.815

of the existing market research

 

1038

00:49:01.115 –> 00:49:04.055

and potential applications for kelp as well as,

 

1039

00:49:04.195 –> 00:49:05.815

um, functional benefits.

 

1040

00:49:05.955 –> 00:49:07.815

So, um, that’s a really great resource

 

1041

00:49:07.875 –> 00:49:09.495

for folks looking to learn more.

 

1042

00:49:10.515 –> 00:49:13.015

Um, let’s move to our next question.

 

1043

00:49:13.275 –> 00:49:16.255

So, um, Mike is asking, um,

 

1044

00:49:18.665 –> 00:49:21.775

About, um, the terms c vegetables

 

1045

00:49:22.515 –> 00:49:26.295

and, um, if, if trying to use a different name

 

1046

00:49:26.355 –> 00:49:29.215

for seaweed such as sea vegetables might do it a disservice.

 

1047

00:49:29.995 –> 00:49:33.255

Um, and specifically different producers have different

 

1048

00:49:33.255 –> 00:49:35.575

preferences to market their products, um, whether

 

1049

00:49:35.575 –> 00:49:37.615

that’s species or product, et cetera.

 

1050

00:49:38.035 –> 00:49:41.095

Um, you know, I, I know for example that, um,

 

1051

00:49:42.035 –> 00:49:45.775

the brand 12 tides like likes to use the word, um, kelp

 

1052

00:49:45.835 –> 00:49:47.015

as opposed to seaweed since

 

1053

00:49:47.015 –> 00:49:49.135

that can differentiate them from some

 

1054

00:49:49.135 –> 00:49:50.855

of the existing products on the market.

 

1055

00:49:51.115 –> 00:49:53.895

Um, and, and maybe like imported products from Asia.

 

1056

00:49:54.475 –> 00:49:56.655

Um, so cadet, do you wanna share a bit more about

 

1057

00:49:56.655 –> 00:49:59.175

that term sea vegetables and what you found?

 

1058

00:50:00.355 –> 00:50:03.805

Sure. I think ultimately there is flexibility

 

1059

00:50:04.115 –> 00:50:06.445

with these communication best practices.

 

1060

00:50:07.065 –> 00:50:10.605

So, uh, really it’s really important

 

1061

00:50:10.625 –> 00:50:13.965

to tailor these labels based on your specific context

 

1062

00:50:14.105 –> 00:50:18.045

and audience ultimately, you know, best, uh,

 

1063

00:50:18.385 –> 00:50:19.445

for your consumers.

 

1064

00:50:19.705 –> 00:50:21.525

And in our research we found

 

1065

00:50:21.525 –> 00:50:25.125

that while in CPG it was more effective to all

 

1066

00:50:25.505 –> 00:50:28.365

or to refer to seaweeds as sea vegetables in food service,

 

1067

00:50:28.665 –> 00:50:32.445

it was actually more resonant to eaters to refer

 

1068

00:50:32.445 –> 00:50:33.885

to sea vegetables by their names.

 

1069

00:50:34.225 –> 00:50:36.885

So if you’re using kelp, you, you call it kelp,

 

1070

00:50:36.885 –> 00:50:37.925

if you’re using dos,

 

1071

00:50:37.985 –> 00:50:40.925

you call it do you’re using nori, call it Nori.

 

1072

00:50:41.145 –> 00:50:43.445

So I, I think there’s flexibility with that approach

 

1073

00:50:43.585 –> 00:50:47.085

and it really just depends on the context and the audience.

 

1074

00:50:49.115 –> 00:50:50.535

Thanks for that. Um,

 

1075

00:50:50.915 –> 00:50:53.535

the next question’s actually about this terminology as well.

 

1076

00:50:54.115 –> 00:50:58.015

Um, so they’re wondering, um, you know,

 

1077

00:50:58.165 –> 00:51:00.975

obviously you mentioned sea vegetables and then be fish

 

1078

00:51:01.035 –> 00:51:04.415

and sway, um, use the word seaweed a lot in their products

 

1079

00:51:04.415 –> 00:51:05.735

and in their packaging.

 

1080

00:51:06.115 –> 00:51:07.295

Um, so as you said,

 

1081

00:51:07.295 –> 00:51:09.095

there are definitely different approaches and,

 

1082

00:51:09.115 –> 00:51:10.975

and it really depends on your target audience.

 

1083

00:51:11.475 –> 00:51:14.575

Um, have you or anyone else, um, on this panel,

 

1084

00:51:14.575 –> 00:51:15.895

have you done research

 

1085

00:51:15.915 –> 00:51:18.615

or do you have any insights around the term algae as opposed

 

1086

00:51:18.675 –> 00:51:20.455

to seaweed or sea vegetables?

 

1087

00:51:23.475 –> 00:51:26.215

Uh, so we haven’t done any research, it’s just

 

1088

00:51:26.255 –> 00:51:28.775

because we, I think seaweed

 

1089

00:51:28.775 –> 00:51:32.695

and al algae is like two different type of plants

 

1090

00:51:33.395 –> 00:51:35.975

or that’s what our r and d team tells me.

 

1091

00:51:36.555 –> 00:51:40.695

Um, so we are using seaweed, so we use like red seaweed,

 

1092

00:51:40.695 –> 00:51:44.855

brown seaweed and um, green algae,

 

1093

00:51:44.995 –> 00:51:46.975

and these are like type of seaweed.

 

1094

00:51:46.975 –> 00:51:49.255

So that’s why we use this this term.

 

1095

00:51:49.765 –> 00:51:51.415

Also, we don’t use kelp as a name

 

1096

00:51:51.415 –> 00:51:54.815

because kelp is only part of, um, yeah, brown algae.

 

1097

00:51:55.235 –> 00:51:57.135

And the overall term is just seaweed.

 

1098

00:51:57.135 –> 00:52:00.735

And we use like a mix of different, uh, seaweed species,

 

1099

00:52:00.825 –> 00:52:04.175

which is why we decided on the name seaweed, a lot

 

1100

00:52:04.175 –> 00:52:05.215

of seaweed mentioned now.

 

1101

00:52:05.675 –> 00:52:07.655

Um, and also translated in German

 

1102

00:52:07.655 –> 00:52:10.055

because we, of course we market in German a lot.

 

1103

00:52:10.715 –> 00:52:12.975

We don’t say a, we say like Migos A,

 

1104

00:52:13.345 –> 00:52:17.455

which actually translate to ocean seaweed, ocean agi.

 

1105

00:52:18.115 –> 00:52:21.535

Um, just to add like a positive connotation into the world

 

1106

00:52:22.035 –> 00:52:25.415

and make it more yeah, attractive to end consumers.

 

1107

00:52:27.505 –> 00:52:30.715

Super interesting. Alyssa, do you have insights?

 

1108

00:52:30.935 –> 00:52:33.355

Um, why does sway talk about seaweed?

 

1109

00:52:34.265 –> 00:52:36.275

Yeah, this is a little bit more food for thought here,

 

1110

00:52:36.295 –> 00:52:38.155

but I’m, I wanna ponder it with you all.

 

1111

00:52:38.335 –> 00:52:41.835

Um, I know that Cades said that they have avoid seaweed

 

1112

00:52:42.035 –> 00:52:44.915

because generally the public doesn’t wanna be

 

1113

00:52:44.915 –> 00:52:46.035

consuming weeds.

 

1114

00:52:46.575 –> 00:52:49.275

Uh, we don’t shy away from seaweed. We do love that term.

 

1115

00:52:49.295 –> 00:52:50.475

We love seaweed itself.

 

1116

00:52:50.655 –> 00:52:52.755

Um, and we’re trying to kind of change the narrative around

 

1117

00:52:52.755 –> 00:52:54.835

what seaweed is, but also I wonder

 

1118

00:52:54.835 –> 00:52:58.555

because we’re creating packaging, it’s a cool concept

 

1119

00:52:58.575 –> 00:53:00.875

to think about weeds, uh,

 

1120

00:53:01.045 –> 00:53:04.755

being turned like upcycled into this really amazing, um,

 

1121

00:53:05.185 –> 00:53:07.275

product, you know, that’s not being consumed.

 

1122

00:53:07.415 –> 00:53:10.115

So just curious how that, how that lands.

 

1123

00:53:10.255 –> 00:53:12.555

And then yeah, to expand we do like

 

1124

00:53:12.555 –> 00:53:13.915

to get a little bit more specific.

 

1125

00:53:14.015 –> 00:53:17.475

We use all kinds of seaweeds, like tau was saying, uh,

 

1126

00:53:17.475 –> 00:53:18.875

but we do like to differentiate

 

1127

00:53:19.065 –> 00:53:21.515

that we’re using responsibly farmed

 

1128

00:53:21.515 –> 00:53:24.755

or regeneratively ocean farmed macro algae.

 

1129

00:53:27.615 –> 00:53:29.835

Thanks so much. Um, and,

 

1130

00:53:29.975 –> 00:53:32.035

and while I have you, Alyssa, there’s another question

 

1131

00:53:32.095 –> 00:53:34.635

for you, um, which is just about your product

 

1132

00:53:35.295 –> 00:53:38.835

and um, specifically how long does it take for your, um,

 

1133

00:53:39.365 –> 00:53:42.515

bioplastic to decompose using, um, backyard

 

1134

00:53:42.575 –> 00:53:44.395

or at home composting techniques?

 

1135

00:53:45.145 –> 00:53:46.715

Yeah, thank you for asking Erin.

 

1136

00:53:47.055 –> 00:53:48.955

Uh, so I can’t really speak to our peers,

 

1137

00:53:49.015 –> 00:53:50.155

but first wave specifically,

 

1138

00:53:50.215 –> 00:53:52.995

we are always designing our products to be in line

 

1139

00:53:52.995 –> 00:53:55.955

with the gold standard of home composting legislation.

 

1140

00:53:56.295 –> 00:53:58.995

So we adhere to TUV Austria’s Home

 

1141

00:53:58.995 –> 00:54:00.555

and Industrial Compost Certification,

 

1142

00:54:01.135 –> 00:54:04.515

our very first product First wave is already certified.

 

1143

00:54:04.895 –> 00:54:07.435

And essentially that just, um, it means

 

1144

00:54:07.435 –> 00:54:10.715

that it will break down within 180 days in a

 

1145

00:54:10.715 –> 00:54:12.315

healthy backyard compost.

 

1146

00:54:12.655 –> 00:54:14.395

So it’s gotta have the microbes heat

 

1147

00:54:14.395 –> 00:54:16.075

and humidity to make it all possible.

 

1148

00:54:16.575 –> 00:54:19.115

Um, but with that first product, it’s actually been shown

 

1149

00:54:19.135 –> 00:54:22.075

to break down and as little as six to eight weeks,

 

1150

00:54:22.965 –> 00:54:24.875

we’re going through the certification process

 

1151

00:54:25.215 –> 00:54:27.235

for our newer film, which was the poly bag

 

1152

00:54:27.235 –> 00:54:28.595

that I showed in my presentation.

 

1153

00:54:29.255 –> 00:54:31.555

And that might take a couple weeks longer,

 

1154

00:54:31.895 –> 00:54:35.275

but it will still be within 180 days no matter what.

 

1155

00:54:36.915 –> 00:54:39.535

So incredible. Um, yeah, just,

 

1156

00:54:39.535 –> 00:54:41.335

just such important work that you all are doing.

 

1157

00:54:41.475 –> 00:54:46.295

So thank you so much. Um, I think that’s,

 

1158

00:54:46.295 –> 00:54:47.735

that’s it on the questions.

 

1159

00:54:48.475 –> 00:54:51.135

Um, if, if anything else comes up, feel free

 

1160

00:54:51.135 –> 00:54:52.135

to post it in the chat.

 

1161

00:54:52.595 –> 00:54:55.455

Um, any, any final thoughts from any of our speakers?

 

1162

00:54:55.455 –> 00:54:57.255

If not, I can close us out for the day.

 

1163

00:55:01.475 –> 00:55:04.395

Awesome. Um, well,

 

1164

00:55:05.435 –> 00:55:07.035

I can’t believe I’m saying this, um,

 

1165

00:55:07.255 –> 00:55:09.795

but next month is actually our final seat

 

1166

00:55:09.795 –> 00:55:11.275

to sale conversation for the season.

 

1167

00:55:11.895 –> 00:55:15.395

Um, it’s been such an incredible journey with you all, um,

 

1168

00:55:15.805 –> 00:55:17.315

since February 20, 24.

 

1169

00:55:17.655 –> 00:55:21.435

And, um, next month we have a really fun topic as well.

 

1170

00:55:21.735 –> 00:55:23.835

Um, so we’ll be talking about, um,

 

1171

00:55:24.195 –> 00:55:25.195

thriving in the blue economy

 

1172

00:55:25.855 –> 00:55:28.755

and, um, we’ll be bringing in accelerators, investors

 

1173

00:55:29.055 –> 00:55:32.115

and startups to share their, um, experiences

 

1174

00:55:32.175 –> 00:55:35.195

and some of the resources available to companies who want

 

1175

00:55:35.195 –> 00:55:36.555

to help bring seaweed to market.

 

1176

00:55:37.015 –> 00:55:39.075

Um, there, there are a lot of resources

 

1177

00:55:39.415 –> 00:55:41.475

and we’re really excited to share that with you all.

 

1178

00:55:41.975 –> 00:55:44.195

Um, should be a super lively discussion,

 

1179

00:55:44.335 –> 00:55:45.995

so hoping to see you all there.

 

1180

00:55:47.465 –> 00:55:49.525

Um, and, and that’s it for today.

 

1181

00:55:49.825 –> 00:55:52.525

Um, thank you all again, just a quick request.

 

1182

00:55:52.745 –> 00:55:54.685

Um, we’re going to post a feedback survey.

 

1183

00:55:55.225 –> 00:55:57.965

Um, we’ll send it both via email and live right now.

 

1184

00:55:58.065 –> 00:55:59.805

So please, please, please fill that out.

 

1185

00:56:00.025 –> 00:56:01.045

We really appreciate it.

 

1186

00:56:01.665 –> 00:56:04.485

Um, if you have any additional questions, um, either

 

1187

00:56:04.505 –> 00:56:06.765

for GreenWave or our speakers, you’re always welcome

 

1188

00:56:06.825 –> 00:56:08.285

to email us, um,

 

1189

00:56:08.385 –> 00:56:10.605

or post your questions in our hub community.

 

1190

00:56:10.995 –> 00:56:13.085

We’d love to chat with you further and see you there.

 

1191

00:56:13.585 –> 00:56:15.845

Um, and I mentioned this briefly during the q and a,

 

1192

00:56:15.845 –> 00:56:18.805

but I also wanted to take a moment to highlight this, um,

 

1193

00:56:18.805 –> 00:56:20.885

incredible new resource from GreenWave.

 

1194

00:56:21.345 –> 00:56:24.645

Um, uh, a roadmap for emerging kelp processors and buyers.

 

1195

00:56:25.305 –> 00:56:30.085

Um, we, we spent the time pulling together 82 resources, um,

 

1196

00:56:30.305 –> 00:56:33.685

and, and getting insights from active kelp farmers, buyers,

 

1197

00:56:34.265 –> 00:56:36.885

um, and direct trade experts on land, um,

 

1198

00:56:36.945 –> 00:56:40.285

to compile this guide for anyone looking to purchase kelp.

 

1199

00:56:40.785 –> 00:56:44.605

Um, it has detailed information on kelp components, um,

 

1200

00:56:45.165 –> 00:56:46.925

functional benefits by market sector,

 

1201

00:56:47.525 –> 00:56:49.205

a sourcing specification worksheet,

 

1202

00:56:49.305 –> 00:56:52.045

and um, best practice for direct trade with farmers.

 

1203

00:56:52.665 –> 00:56:54.525

So Sarah posted that link in the chat.

 

1204

00:56:54.625 –> 00:56:56.965

Um, we really encourage you to check it out as you start

 

1205

00:56:56.965 –> 00:56:59.685

to think about your sourcing strategy, um,

 

1206

00:56:59.785 –> 00:57:01.405

for the 2025 season

 

1207

00:57:01.785 –> 00:57:04.205

and start talking to, um, suppliers

 

1208

00:57:04.205 –> 00:57:06.325

so they can get the right amount of kelp in the water.

 

1209

00:57:07.225 –> 00:57:09.005

Um, thank you again for joining us

 

1210

00:57:09.345 –> 00:57:11.045

and hope to see you all in August.

 

1211

00:57:12.765 –> 00:57:14.385

Thanks so much, GreenWave team.

 

1212

00:57:15.095 –> 00:57:18.305

Yeah, thank you for having me. Thanks. Thank you so much.

 

1213

00:57:19.125 –> 00:57:20.585

Bye everyone. Thanks. Bye.