Success in the eco niche is one thing, but staying visible in the broader mainstream market is a challenge that organic food brand followfood and its Head of Strategy and Brand, Julius Palm, are currently facing.
"Originally founded as followfish, the eco-food provider has grown from a small fish into a medium-sized company with 70 million euros in revenue and 140 products, now competing with the big sharks in the food market. How does one avoid ending up as plankton in this shark tank? How does the eco-brand differentiate itself from competitors trying to ride the followfood wave? And how does it manage to stand out in the murky pond of sustainability communication?
We discuss all this with Julius Palm, the 'Green CMO of the Year.' Julius reveals how followfood has grown with a cutting-edge marketing strategy, why the brand had to reinvent itself halfway through, and why the most important OOH (out-of-home) space is free."