It can be hard work for a food or supplement brand to track down and explain every aspect of its supply chain, but it's becoming necessary as consumers are demanding more information and spending money on products that align with their values. And those values often include the ethical treatment of the planet and communities that support those products—a concept that can only be shown after a brand knows who its suppliers are.
Brands must carefully execute a marketing plan to show their supply chain transparency in a way that consumers are ready to hear and can understand, as is noted in the attached infographic taken from the presentation “Tell Me a Story About Supply Chain Transparency” given by Todd Pauli, founder and managing partner of 24 Stories, at SupplySide East in Secaucus, New Jersey, in April 2019.
Hear more from Pauli in the Health Insider Podcast “Marketing supply chain transparency.”
