No matter how cool or innovative a new natural product is, consumers aren’t likely to try it if it doesn’t somehow fit into their lives. You’re not going to sell organic beef jerky to vegans or a BPA-free travel mug to someone who doesn’t drink coffee. For shoppers to shell out money for your product, it has to feel relevant to their world. Liz Myslik, executive vice president of brand management at Fresca Foods, offers expert advice on how to make your brand do just that.