But the industry has changed — and so must B2B strategy.

Today’s marketing plans too often stop at the buyer, overlooking or not inspiring the true end user: the chef and culinary decision-makers. Their daily reality is defined by speed, labor constraints, menu differentiation, and guest expectations. As a foodservice supplier, you’re not just selling a case. You’re selling ease of execution, plate appeal, back-of-house efficiency, and creative possibility.

Winning means recognizing that every B2B transaction is ultimately validated or vetoed by a chef partner. It’s time to move from B2B to B2Human. Here are reasons to shift your marketing strategy:

1. The Psychology of the Modern Chef: Why “Corporate” is Losing

Source: Getty Images

Today’s Executive Chefs and F&B Directors are increasingly Millennial and Gen Z “digital natives.” They value authenticity and efficiency over polished corporate literature. They don’t want to be “sold” to, they want to be “supported.”

When a chef validates a new supplier, they are asking themselves three questions:

1. Does this solve a labor problem? Chefs are looking for products or equipment that streamline repeatable tasks, reduce back-of-house strain, and save valuable prep time.
2. Does this improve my margin? Chefs need solutions that control inventory, reduce waste, and deliver consistent cost-per-plate performance to protect profitability.
3. Does this make my final dish more “Instagrammable” or unique? Chefs gravitate toward offerings that elevate presentation, spark creativity, and help their menu stand out both on the table and on social feeds.

If your marketing content doesn’t answer these questions, it’s just noise. Humanizing your brand means acknowledging the chaos of the kitchen and positioning your product as the solution within the storm.

2. Benchmarking Success: The “Engagement Rate” Reality Check

Source: Getty Images

How do you measure “human” connection? You need to look beyond the surface. In standard B2B industries like SaaS or manufacturing, a “good” engagement rate often hovers around 1–2%. However, in the food and beverage world, content is inherently visual, and that sets the bar significantly higher.

The most successful foodservice brands are benchmarking against these three high-intent signals:

1. “Save” is the New “Lead”: For a chef, a “Save” on social media is a high-intent signal. It means your product or recipe application has been filed away for the next seasonal menu change. In B2Human marketing, 50 saves are more valuable than 5,000 likes.
2. The Peer-to-Peer Share: Kitchens are tight-knit communities. When one chef sends your video to their sous-chef or a colleague at another restaurant, your brand has achieved “earned trust.” This peer-to-peer validation is the ultimate benchmark of B2Human engagement.
3. The Feedback Loop: Are they commenting with questions about yield, prep time, or smoke points? These responses show that they aren’t just looking at a pretty picture. They are mentally placing your product on their line.

Focusing KPIs simply on clicks and open rates is not enough of a story. Digging deeper into human engagement will guide long-term content development and drive stronger performance for more impactful analytics.

3. SEO Strategy: Solving the “Labor-Saving” Pain Point

Source: Getty Images

To rank for the terms modern chefs are searching for, your content must address operational pain points. Keywords like “labor-saving ingredients,” “cross-utilization,” and “speed-scratch solutions” are the bridge between your product and their kitchen.

• The “Hero” Ingredient: Don’t just market a sauce – market a “3-way flavor base.” Show how a single product can be used for a coating, a sandwich spread, and a salad dressing.
• Menu Engineering for Margins: Help your restaurant partners build profitable menus without increasing their SKU count. Manage inventory by demonstrating how one ingredient can be used across multiple dining occasions and dayparts.

Exploring how chefs and culinary teams are searching for inspiration and new recipes, and in turn, being able to solve for these searched terms can set you apart from a competitive supplier offering the same types of products. The goal is to earn high rankings on SERP pages with content that’s relevant to the challenges today’s chefs are facing every day.

4. Content Tactics: How to Humanize Your Brand Today

Source: Getty Images

If you want to move the needle on your engagement rate, implement these three tactical shifts:

• Scrap the “Studio” Look: Authenticity beats high production value every time. Use “behind-the-scenes” footage. Show the stainless steel, the high-BTU burners, and the real textures of the food.
• Video Over Text: Show the product in a real, high-volume environment. A 30-second reel showing a “labor-saving” prep technique is worth more than a 10-page white paper.
• Speak the Language: Replace corporate jargon with kitchen vernacular. Talk about “plate coverage,” “holding time in a window,” and “flash-point stability.” When you speak their language, you prove you’ve been in the weeds with them.

Using specific “chef language” within your social posts and digital content connects you to culinary partners and demonstrates that you understand and relate to their unique needs.

5. The Long-Term Play: Building Lifetime Value (LTV)

The ultimate goal of B2Human marketing isn’t just getting that first order. It’s earning a long-term value and partnership. In foodservice especially, loyalty is built over time through consistency, credibility, and real operational impact. Insights that help chefs run tighter kitchens, improve execution, or drive profitability are examples of value-first content.

By providing value-first content, you lower your Customer Acquisition Cost (CAC) over time because you become a trusted resource rather than just another vendor. Brands that invest in educational content, operator guides, culinary inspiration, and problem-solving insights often see a gradual reduction in CAC.

Trust compounds. Prospects enter the sales conversation already informed, and existing accounts expand more readily. And because of these, sales cycles shorten and retention improves. Instead of repeatedly paying to reintroduce yourself to the market, your reputation begins working on your behalf.

Win the Kitchen, Win the Business
The line between B2B and B2C has blurred. The “Omnichannel Eater” is the same person as the “Omnichannel Chef.” They want transparency, they want efficiency, and they want to feel understood. Understanding chefs’ pain points and the content that matters most to them builds trust and connectivity.

By focusing on B2Human, thoughtful content can turn your brand from simply being a supplier to being a true partner. From startups to legacy, regional to global, we’ve helped foodservice brands shift marketing plans, tactics, and content from purely B2B to B2Human.

If you’re ready to connect deeper with your chef audience, we’re ready to help. Schedule time with a brand strategist today.

Looking for related content, read these blogs:
Standing Out In A Crowded Digital Space and How Chefs Are Turning Viral Food Trends Into Menu Staples

The post B2B to B2Human: The Ultimate Guide to Marketing to the Modern Chef appeared first on Omnivore | A Food & Beverage Advertising Agency.

An impactful calendar is a driver of relevance, consistency, and measurable results. By mapping your content with intention, you can create stronger connections with your audience and reinforce your brand’s broader strategy. Here are four proven tips to ensure your content and calendar deliver on objectives:

1. Balance Timely Topics With Evergreen Content

• Highlight industry events: Anchor your calendar around annual trade shows and conferences where your company will be exhibiting or attending. Use a pre-, during-, and post-event plan to build anticipation, amplify your presence, and extend value after the show.
• Tap into seasonal moments: Align your content with holidays, food occasions, and category-specific days to keep your brand top of mind. From National Coffee Day to grilling season or back-to-school, these moments bring relevancy and festive energy to your calendar.
• Showcase growth and innovation: Share key announcements like new product lines, flavor launches, or expanded distribution to reinforce momentum with operators, distributors, and retailers.
• Spotlight company wins: Recognize anniversaries, awards, or partnerships that highlight your company’s credibility and forward progress.
• Bring your brand to life: Use behind-the-scenes content, employee spotlights, or cultural initiatives to humanize your company and strengthen trust.
• Reinforce thought leadership: Publish evergreen insights such as white papers, webinars, Q&As, and sustainability updates to demonstrate expertise and value to your audience.

Whether you’re planning 3 months out or mapping a full year, a proactive calendar shifts your content strategy from reactive to intentional, helping you stay ahead, stay consistent, and stay top of mind with your audience.

2. Align Content With Business Goals

• Support sales cycles: Plan content for key reset periods, such as menu refreshes, retail resets, and operator planning windows. This ensures your messaging hits the right audience when they’re making critical purchasing decisions.
• Showcase product versatility: Build content themes that demonstrate how your products meet evolving customer needs throughout the year. For example:
  • Dessert manufacturers: Activate around moments like Mother’s Day brunch, Valentine’s Day dinner specials, and holiday occasions to boost seasonal engagement and provide solutions to help operators meet increased traffic demands and highlight your products’ versatility.
  • Sauce manufacturers: Tie into sporting events with crowd-pleasing snacks and appetizer recipes. Savor summer BBQ season with bold flavor solutions. And inspire menu ideation within the growing beverage category with refreshing LTO launches.
• Link marketing and sales priorities: A well-aligned calendar gives your sales team valuable, timely content they can use in conversations with operators, retailers, and distributors. This creates consistency between what customers see in market and what they hear from your team.

When content is strategically tied to business goals, it shifts from being just “nice to have” marketing to becoming a growth driver that amplifies your sales strategy.

3. Repurpose Content:

• Extend: Expand the lifecycle of one piece of content by repurposing it from one format to fit another. For example, turn an article or white paper into a short video or extract specific trends or insights to be used as a series of digestible individual social posts or infographics.
• Merge: Covert a series of images, posts, or videos into one holistic piece of material. Individual product features and benefits videos can be combined into one longer video for use at trade shows, in webinars and marketing emails, or during sales presentations.
• Recycle: Updating previously published organic blogs or articles, for example, with fresh insights or data, keeps your evergreen content relevant and extends ROI by saving time in content development while maintaining a consistent message.

Content repurposing is all about giving existing assets a second life by reshaping or reusing them in new ways. Instead of letting valuable material sit in your archives, you can extend its reach and impact.

4. Track Content Performance:

• Measure: Engagement tracking is a powerful tool for understanding user interaction with content. Metrics such as page views and new users, time spent, shares, and conversions provide invaluable data to guide future content and distribution optimizations that better align with your audience set.
• Refine: Frequently collecting and analyzing metrics provides actionable insights into patterns in user behavior and audience sentiment of what content resonates and what falls short. Identify the differences between underperforming and highly engaging content to make strategic, timely adjustments to your content calendar and materials.

Understanding content performance enables brands to reassess their content calendar and materials, making informed adjustments in real-time to enhance engagement and optimize ROI.

Building a year-round content calendar isn’t about filling space. It’s about creating a consistent messaging cadence that supports your company’s goals, resonates with your audience, and adapts to the shifts of the food industry. With the right balance of timely, seasonal, and evergreen content, your brand can stay top of mind, month after month.

Need help creating an effective content strategy, calendar, and materials? Our team of content strategists and creators loves crafting stories that resonate with today’s disparate operator customer and consumer. Let’s connect on how we can help bring your brand’s vision and business goals to life.

Sources:
Semrush.com
Sitecore.com

The post How to Plan a Year-Round Content Calendar appeared first on Omnivore | A Food & Beverage Advertising Agency.

Source: Getty Images

What is blockchain, and why does it matter? By definition, blockchain is a “decentralized, digital ledger technology that records transactions across multiple computers” in a way that cannot be altered retroactively. Each transaction (or “block”) is “time-stamped, encrypted, and linked” to the one before it, creating an unchallengeable “chain” of data. Essentially, blockchain is a shared digital notepad that keeps track of every step food takes on its journey from farm to fork in real-time. Unlike a traditional notepad, no one can remove a page or rewrite the food’s history once it’s in there. The records are permanent and trustworthy. For food supply chains, this technology ensures:

• A farmer can log when and where crops were harvested for end-to-end traceability.
• A distributor can record how products were transported for complete visibility.
• A retailer can show when and where items arrived in-store to reduce fraud.
• A consumer can scan a code or label and instantly see the entire history.

Blockchain is a valuable tool for food brands as it creates a single source of truth that everyone, processors, distributors, retailers, and customers, can rely on. It makes fraud harder, speeds up recalls, and allows brands to verify their sourcing, safety, and sustainability claims.

A business case for blockchain. Utilizing blockchain builds more than trust for companies and their customers. It delivers essential time savings, generates financial value, and opens real operational efficiencies across the supply chain. By the numbers, blockchain provides measurable results:

• 2.2 seconds vs. 7 days it took Walmart cut the time to trace a mango’s origin to just seconds. (Deloitte)
• $31 billion is the estimated industry-wide savings from cutting fraud, recalls, and traceability costs. (IBM)
• 71% of consumers say they prefer buying from brands that use blockchain for transparency. (WifiTalents.com)
• 30–50% efficiency gains from less paperwork, fewer errors, and faster reconciliation. (FoodIndustry.com)
• 86% of supply chain leaders believe blockchain gives them a competitive advantage. (World Economic Forum)
• Coca-Cola, when tracing oranges, saw a 96% reduction in verification time. (WifiTalents.com)

Integrating digital technologies empowers blockchain. Pairing supporting tech tools creates a seamless process from back-end procedures to consumer-facing validity drivers. These real-world products boost blockchain capabilities:

Source: Getty Images

• QR Codes: Consumer-friendly QR codes link physical products to their blockchain record, allowing customers to verify details about essential items such as chicken, beef, and vegetables.
• RFID & IoT Sensors: Tags and devices upload location, temperature, and handling information onto the blockchain, ideal for perishable goods like seafood or dairy.
• Micro-trackers: Embedding tiny p-Chips into food items, for example, allows a digital identity to be tied to blockchain to reduce counterfeiting.
• Smart Contracts: Automated rules built into the blockchain that activate when conditions are met, like triggering supplier payments once deliveries are confirmed.

Considerations before adopting blockchain innovation. As with any technology, brands must tackle potential challenges upfront. This not only sets a company up for success but also gives a competitive advantage over others who hesitate. Technology-forward brands should consider:

• Cost: Upfront investment is required to set up systems and onboard partners.
• Scale: Large networks of suppliers, especially smaller farms, need time and support to get on board.
• Accuracy: Blockchain locks in information, but it only works if the data entered is correct.
• Compatibility: With multiple standards emerging, ensuring systems “talk” to one another is still evolving.
• Management: From growers to retailers, stakeholders need education and incentives to participate fully.

Source: Getty Images

Looking ahead. Leveraging blockchain technology starts now. The FDA’s Food Traceability Rule begins January 2026, requiring food companies to closely track products as they move through the supply chain. Forward-thinking brands that integrate blockchain will be critically positioned ahead of their competitors.

With blockchain, operational efficiencies can be realized. Processes like tracking carbon footprints will help verify sustainability claims, and standardizing systems will allow different systems to seamlessly work together. Farmers and small producers will be granted access to global markets through transparent reporting. Blockchain technology will give consumers greater transparency to data beyond QR code capabilities, instantly seeing a product’s environmental impact and a company’s ethical practices.

Blockchain, at its core, is purely about creating trust through clarity. For food companies, that means being able to prove every claim throughout the supply chain, from where ingredients were grown to how products were shipped. As regulations tighten and consumers continue to demand deeper authenticity, brands that embrace blockchain now will be the ones setting the standard for the industry. Beyond simply meeting expectations, blockchain is truly turning transparency into a clear competitive advantage.

Need help bringing your blockchain storyline to life? Our content strategists are standing by to help differentiate your brand. Let’s connect today.

Other sources:
Blackduck.com
Builtin.com

The post Why Blockchain Is Essential for Food Brands appeared first on Omnivore | A Food & Beverage Advertising Agency.

From legacy brands to savvy startups, food and beverage companies are in a race to be found—online. Whether you’re promoting a new product line for non-commercial foodservice, trying to get discovered by restaurant buyers, or launching an e-commerce section on your site, your digital presence matters. At the core of that visibility is Search Engine Optimization (SEO)—and presently, the rise of AI-driven search experiences is adding a new layer of opportunity through what’s being called Answer Engine Optimization (AEO).

In this blog, you’ll learn how smart SEO tactics like keyword research, recipe and product application content, and ongoing optimization can help your food brand(s) increase rankings, along with how AI-driven search evolution is part of what’s shaping SEO today. We’ll explore why both are worth a second look if growth is a key piece of your business blueprint.

Why SEO Matters For Food and Beverage Brands

Bing SERP: Foodservice Beef Suppliers

SEO is the practice of improving a website’s content, structure, and discoverability so your site ranks higher in search engine results. The connection between search and discovery is especially strong in the food space with SEO being a key driver of organic traffic, brand awareness, and long-term growth. For B2B food brands, SEO supports a longer, more complex buying journey—where decision-makers like chefs, procurement teams, and foodservice directors are researching solutions, product specs, and reliable partners.

68% of all online experiences start with a search engine¹ and operators and distributors are searching for short- and long-keyword terms such as “best bulk condiment dispensers for QSR,” “sustainable packaging for grab-and-go meals,” and “foodservice sauces from Midwest distributor.” These are highly specific, high-intent keywords, and ranking for them means you’re showing up at a key moment in the buyer journey.

Increasingly, some of those searches are being answered not just by traditional SEO keywords and links, but by AI-generated summaries, like ChatGPT or Google’s Gemini-powered overviews. That’s where AEO comes into play. AEO favors clear, conversational answers with sources—ideal for B2B brands looking to get cited in AI summaries.

Google AI Overview Page

Appearing on higher search engine results page (SERP) positions and AI-powered summaries increase visibility and translate directly to more traffic to your website. However, ranking higher may get you in the digital door, but content is what keeps your buyers there. When your content delivers real value, it builds credibility, keeps visitors interested, and guides them toward conversion.

Key Takeaway: If your brand isn’t showing up on the first page, you’re likely invisible to a large portion of your target audience. And, if the content within your site doesn’t provide the information potential customers searched for, meaning the page they land on isn’t useful, clear, or relevant to their needs, they’ll bounce—and possibly turn to a competitor.

How Recipe & Product Application Content Is An SEO Goldmine

While consumer-facing recipe content may not be the priority for B2B brands, application-based content remains a powerful tool—especially when tailored to the operational needs of foodservice segments.

Google: Healthcare Dining Applications

Instead of lifestyle-driven content, think in terms of efficiency, consistency, and ease of execution at scale. Here are some examples across different buyer audiences:

1. Healthcare Foodservice:
Healthcare kitchens must balance nutrition standards, dietary restrictions, and high-volume service. They also care deeply about waste reduction, ease of compliance, and patient satisfaction.

Examples:

• Low-Sodium, High-Flavor Meals Using Our Ready-to-Serve Meal Kits
• Build a 4-Week Heart-Healthy Cycle Menu with Our Pre-Portioned Side Dishes
• Our Textured Proteins Make It Easier to Meet USDA Dietary Guidelines

2. Restaurants (QSR & Fast Casual):
Restaurant operators are always looking for ways to streamline prep, maintain consistency, and cut labor costs. Content that shows your product in use within real kitchen workflows can help build both interest and trust.

Examples:

• 3 Limited-Time Menu Ideas Using Our Flame-Roasted Veggie Blends
• How to Build a Consistent Sandwich Topping Station with Our Portion-Controlled Condiments
• 1 Ingredient = 5 Signature Sauces with Ease

3. Colleges & University Dining:
Campus dining programs juggle diverse dietary needs, high volume, and Gen Z expectations for variety and sustainability. Content that shows menu innovation and labor efficiency can resonate strongly.

Examples:

• Plant-Based, Global-Inspired Bowl Recipes
• Create Vegan Grab-and-Go Options With Our High-Protein Wraps and Heat-and-Serve Fillings
• Prep for Peak Hours: Speed Scratch Recipes That Help Your Team Serve More Students Faster

Key Takeaway: It’s not just about visibility—it’s about proving your product belongs in their kitchens and offers immediate value to foodservice operators trying to solve real-world challenges.

SEO Isn’t a One-Time Task—It’s Ongoing

Search engine algorithms evolve and so do user habits and competitors’ strategies. That’s why brands who treat SEO as a one-and-done project often fall behind. If your site hasn’t been touched since your last product launch, it’s probably not working as hard as it could be.

And now, search behavior is evolving, too. A recent study found that 27% of Americans are turning to AI tools like Microsoft Copilot and Perplexity instead of traditional search engines.² As indicated, these tools generate instant answers rather than displaying a list of links, and optimizing for this shift through AEO increases your chances of being pulled into AI-generated summaries.

Google AI-Powered Search: Packaged Foods

AEO and SEO optimization is crucial for foodservice B2B environments:

• Buyer Needs Evolve—And So Do Their Searches: Operators’ challenges shift with the seasons, trends, and regulations. One quarter, they’re searching for labor-saving equipment. The next, they need solutions for cold menu items during summer service. Ongoing SEO ensures you’re aligning with those evolving needs in real-time.
• Content Performance Needs Continuous Improvement: Just because a blog or product page ranked well last year doesn’t mean it’s still performing. Reviewing analytics tools like Google Search Console or GA4 can help identify pages with declining traffic or high bounce rates.
• Competitors Are Optimizing, Too: If your competitors are consistently creating fresh, keyword-optimized content such as blogs, applications pages, spec sheets, or industry guides, they’re slowly pulling ahead in search visibility. Ongoing SEO helps you defend your rankings and uncover new opportunities before they do.

Key Takeaway: If you’re not optimizing content, you’re not maximizing search discoverability. Refining content, adding new pages and solutions to your site, and staying informed on what you’re competitors are creating will help your food brand maintain and boost your SERPs.

Summary

For B2B food brands, SEO is less about volume and more about visibility in niche, high-value searches. Done right, it can shorten sales cycles, generate leads, and position your brand as the go-to solution for foodservice operators from restaurants and college and university dining to healthcare and beyond.

SEO-optimized pages with clear product benefits, usage cases, or menu applications help build trust and answer questions early—before sales outreach even begins. SEO is not a one-and-done tactic to check off a list, it requires ongoing attention to ensure your results rank high and your site pages drive traffic to valuable leads. As AI-powered search experiences continue to grow, integrating AEO strategies into your SEO approach can help ensure your content gets discovered—whether it’s by a person scrolling search results or AI generating instant answers.

Want to see what’s possible for your brand? Let’s connect on how we can tailor an SEO strategy with AEO integration that increases rankings and meets your business and brand goals.

Sources:
¹ BrightEdge
Google Food Trends Report
² Is AI-focused AEO the new SEO?, The Hustle, May 13, 2025

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AI-Powered Fast Food: Yum Brands Brings Nvidia’s Tech In-House

Yum Brands is partnering with Nvidia to develop AI-powered services, starting with voice ordering at drive-throughs and phones across 500 restaurants. The company aims to move all orders to digital channels, enhancing sales while using AI for internal operations like computer vision to reduce errors and AI-driven sentiment analysis for customer feedback. Unlike relying on third-party vendors, Yum is building these AI solutions in-house with Nvidia’s tools to control intellectual property and cut costs. With over 50% of orders already digital, Yum sees AI as a key driver for increasing consumer spending and navigating economic challenges. Learn More

Menu Expansion Satisfies Consumer Demand

As consumer preferences evolve, restaurant menus are expanding to balance variety, innovation, and efficiency. Datassential’s ‘Menu Expansion By The Numbers’ highlights shifts in strategic menu development across segments:

• Fast Casual Growth: Menus have expanded by 33% over the past two decades, driven by strong demand and the addition of new bowls, rice dishes, and a la carte proteins.
• Midscale Restaurant Expansion: Brands like Cracker Barrel and First Watch increased menu sizes by 29%, catering to loyal diners seeking both indulgent and health-conscious options.
• Casual Dining Stagnation: Chains like Applebee’s and Outback have only grown menus by 4%, struggling with post-pandemic recovery and consumer shifts toward more affordable dining.
• Quick Service Gains: Fast food chains have grown their menus by 20%, benefiting from increased consumer trade-downs and a strong value-driven approach.

Explore Trends

From Grapes To Glass: How AI Can Optimize Agriculture & Production

AI is revolutionizing the wine industry by enhancing various aspects of production and management. In vineyard management, AI-powered smart agriculture utilizes sensors to monitor soil moisture, sunlight exposure, temperature, and nutrient levels, enabling precise irrigation and nutrient application, which improves grape yield and quality. AI also assists in disease detection through aerial imagery analysis, allowing for early intervention and reduced crop loss. In winemaking, AI aids in predicting fermentation outcomes and optimizing blending processes, leading to consistent and high-quality wines. For the broader beverage industry, integrating AI signifies a shift towards data-driven decision-making, operational efficiency, and sustainability, setting new standards for quality and innovation. Read Article

What’s All The Fizz About Prebiotic Soda?

Soda brands invest in prebiotic beverages to align with the growing consumer demand for healthier, functional drinks promoting gut health. PepsiCo’s recent acquisition of Poppi, a leading prebiotic soda brand, for nearly $2 billion, exemplifies this strategic shift. This move reflects a broader industry trend where traditional beverage companies diversify their portfolios to include wellness-focused products, aiming to revitalize sales amid declining traditional soda consumption. As consumers increasingly seek beverages with added health benefits, such investments indicate a significant transformation in the food and beverage industry towards more health-conscious offerings. Read On

Requirements For A Successful C-Store Coffee Bar

“Roughly 75% of coffee-market spending occurred away from home in 2023. That figure will grow to 81% by 2033,” according to TD Cowen. High-quality, fresh coffee is mandatory for a coffee program to succeed and a convenience store to become a coffee destination. Yet, a well-maintained and thoughtfully stocked coffee condiment bar can be crucial for C-Stores aiming to enhance their beverage programs and boost profitability. Providing a variety of customization options, such as diverse creamers, sweeteners, toppings, and flavorings, caters to the growing consumer demand for personalized beverages, thereby encouraging repeat visits, increasing sales, and fostering customer loyalty. Read More

Enjoying our roundup? Stop back every Friday for the top food and beverage news stories of the week.

The post Weekly Roundup – Week of 3.17.25 appeared first on Omnivore | A Food & Beverage Advertising Agency.

The days of one-size-fits-all marketing are long gone. Today, AI enables brands to analyze consumer behavior in real-time, allowing for precise targeting, predictive insights, and more meaningful interactions. According to a 2024 survey by SAS and Coleman Parkes Research, 75% of marketing executives are already integrating AI into their strategies, making personalization a competitive necessity rather than a luxury.

Explore these ways in which AI personalization in marketing is empowering restaurants and food brands to bridge deeper connections and heighten consumer experiences:

Customizing Dining Experiences: AI-Driven Personalization at the Table

Source: Getty Images

AI is reforming the restaurant experience by tailoring it to individual preferences. From AI-powered menus that adjust based on past orders to dynamic pricing models that respond to demand fluctuations, foodservice venues are leveraging technology to enhance satisfaction and build loyalty.

Intelligent chatbots and virtual assistants also streamline customer interactions. These AI-fueled tools handle reservations, answer FAQs, and provide personalized menu suggestions, creating a seamless and engaging dining experience. By anticipating diner preferences and delivering targeted promotions, restaurants can increase repeat visits and strengthen brand affinity.

Enhancing Consumer Connections: AI in CPG Marketing

Customization isn’t just transforming restaurants—it’s reshaping how consumer packaged goods (CPG) brands engage with their audiences. A 2024 RRD Awareness-to-Action Study found that brands that align personalization with consumer budgets and values foster stronger loyalty in an increasingly crowded marketplace.

AI-produced product recommendations, predictive analytics, and hyper-targeted promotions allow brands to create meaningful, one-to-one connections with consumers. Whether through online shopping, in-store experiences, or social media engagement, AI ensures marketing messages feel relevant and personalized. This level of customization strengthens consumer-brand relationships, building trust and long-term loyalty.

Influencing Consumer Behavior: The Power of AI-Optimized Marketing

Source: Getty Images

AI is redefining how brands optimize their entire marketing ecosystem. AI-crafted insights help brands anticipate customer needs, refine targeting strategies, and ensure that the right message reaches the right audience at the perfect moment.

Brands can increase marketing efficiency and maximize ROI through dynamic content generation, real-time campaign adjustments, and predictive analytics. AI enables seamless omnichannel integration, ensuring consistency across digital, in-store, and social platforms. As brands continue to refine AI-driven marketing strategies, personalized engagement will change from a competitive advantage to a consumer expectation.

Transforming Personalization: Advanced AI Segmentation

Source: Getty Images

Advanced segmentation is altering personalization by shifting the focus from traditional demographics to behavioral intelligence. AI-powered platforms analyze real-time data, including browsing habits, purchase history, and engagement trends, allowing marketers to reach customers at the most opportune moments.

Since consumers are more likely to buy from brands that offer personalized experiences, businesses are leveraging data-driven insights to tailor messaging, product recommendations, and offers to individual preferences. To enhance these efforts, marketers are turning to MarTech solutions that provide real-time behavioral analysis, enabling them to predict customer needs and craft highly relevant campaigns.

Looking Ahead: The Future of AI in Food Marketing

AI’s influence on food marketing is only just beginning. Industry leaders predict that hyper-personalization at scale will become the norm in a matter of months, not years. However, as automation advances, brands must strike a balance between efficiency and maintaining genuine, human-centered connections with their audiences.

AI-powered personalization is no longer a futuristic concept—it’s the present and future of food marketing. Brands that invest in AI strategies can create more relevant, engaging, and tailored experiences, positioning themselves as leaders in an industry increasingly defined by consumer-centric innovation. As technology continues to advance, the brands that embrace AI will be the ones that stand out, drive loyalty, and ultimately redefine the way food is marketed.

Struggling to take a more personalized, data-driven approach to your omnichannel marketing strategy? Our team of brand strategists and marketing professionals can help you harness the power of AI to create meaningful consumer connections, boost engagement, and drive conversions. Let’s craft a strategy tailored to your brand’s unique goals. Connect with us today to get started!

Sources:

2024 survey by SAS and Coleman Parkes Research

RRD Awareness-to-Action Study, August 2024

RRD Awareness-to-Action Study, May 2024

Why does genAI for retail personalization matter right now?, EMARKETER, August 2024

2025 Marketing benchmark report, Acoustic, L.P.

The post How AI Personalization Is Revolutionizing Food Marketing appeared first on Omnivore | A Food & Beverage Advertising Agency.

In today’s crowded food and beverage (F&B) market, consumers are inundated with choices. Brands that rely solely on price or product features often struggle to differentiate themselves. That’s where storytelling comes in. A compelling narrative doesn’t just sell a product—it creates an emotional connection, builds brand loyalty, and helps businesses stand out. According to Harvard Business Review, emotionally connected customers are 50% more valuable than highly satisfied ones.

Consumers don’t just buy products; they buy experiences, values, and emotions tied to a brand. Storytelling taps into this by transforming a brand from a faceless organization into a relatable company with purpose and authenticity. Gallup research discovered that about 70% of decisions, including brand preference, are based on emotional factors, and only 30% are based on rational factors. Meanwhile, Headstream found that 92% of consumers prefer ads that feel like stories rather than traditional promotional messages. By leveraging storytelling, F&B brands can humanize their identity, foster loyalty, and make a lasting impression on consumers.

KEY ELEMENTS OF A COMPELLING BRAND STORY

1. Origin Story

Where did your brand come from? Consumers love hearing about humble beginnings, passionate founders, and challenges overcome. Consider highlighting family roots, adding quotes from key stakeholders, including testimonials by dedicated employees, and showcasing timelines of your company’s milestones. “Brands with strong emotional connections have 306% higher lifetime value than those without,” according to Motista.

2. Mission & Purpose

What does your brand stand for? Today’s consumers, especially Millennials and Gen Z, want brands that align with their values and are more likely to support brands with strong ethical or sustainability-driven missions. Stories about renewable materials, ethical labor, and environmental responsibility resonate deeply.

3. Customer-Centric Approach

How do your products enhance consumers’ lives? Showcasing real experiences, customer stories, and relatable scenarios strengthens the connection. RRD’s Awareness-to-Action Study found that “Fifty-one percent of consumers say that when a brand understands their preferences and values, it makes them feel valued and more likely to remain loyal to the brand over time.” Understand your customer demographics and audience set to craft stories that resonate with their lifestyles.

4. Authenticity & Transparency

Consumers crave honesty, especially regarding sourcing and ethical production. Brands that embrace transparency foster deeper trust. Be genuine and direct with your consumers, highlighting product or ingredient origins or demonstrating the making of a product to help build consumer faith and brand excitement.

ACTIONABLE TIPS

• Be Relatable: Speak directly to your audience’s aspirations, struggles, and passions. Share personal stories or customer experiences that reflect their lifestyles and values.
• Use Video & Visuals: According to cognitive psychologist Jerome Bruner, “Stories are 22x more memorable when told visually.” Invest in high-quality video content, animations, and behind-the-scenes footage to captivate your audience.
• Leverage Social & Influencers: Creators can bring your story to life in an authentic way. Partner with influencers who align with your values to expand reach and credibility.
• Create Multi-Platform Narratives: Adapt your storytelling for different platforms—short-form videos for TikTok, immersive posts for Instagram, and long-form articles or blogs for your website.
• Engage with Your Community: Foster conversation and interaction by encouraging user-generated content, responding to comments, and running interactive campaigns that make consumers feel like part of your story.

Storytelling isn’t just a marketing tactic—it’s a way to build long-term emotional bonds. By crafting authentic, value-driven narratives, F&B brands can create lasting impressions, boost customer loyalty, and stand out in an increasingly crowded market.

The right brand story doesn’t just engage—it drives real business impact. Want to captivate your audience with a brand story that resonates? Connect with Omnivore Agency’s team of storytellers to bring yours to life.

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2025 promises to be a transformative year for brands across all industries, including food and beverage. As we navigate this new era, insights from Hootsuite’s 2025 Social Media Trends report and HubSpot’s 2025 State of Marketing report highlight key shifts for success, offering emerging trends in social media, data-driven strategies, AI-powered content, and the undeniable power of authenticity. For B2C and B2B food brands, these changes present both challenges and opportunities to connect with audiences in fresh, meaningful ways. In this blog, we’ll explore these trends and unpack how they can inspire innovation and growth in the food industry.

Trend 1: Experimenting with Content

Source: Getty Images

Traditional boundaries in content creation will continue to blur as brands embrace creative experimentation to engage new audiences. For food brands, this means stepping beyond the tried-and-true playbook and exploring bold, daring ideas that resonate with the culture of each social platform. While food brands have often been cautious with their messaging, this year will challenge them to test new tones, experiment with unconventional personas, and create content that stands out in crowded feeds. Social media is no longer just a tool for visibility—it’s a playground for creative innovation and platform-specific storytelling.

Key Opportunity: Food brands can experiment with:

• Playful Reels: Showcasing behind-the-scenes processes or recipe hacks.
• New Personas: Introducing fictional characters or alternate brand voices to engage niche audiences.
• Localized Content: Creating region-specific campaigns that “blend in” with local trends and cultures.
• Push Entertainment: Creative risk-taking brands post 81% to 100% of entertainment-driven content.

By daring to be different, food brands can push boundaries effectively,
delight existing customers and entice new ones—all while staying
authentic to their core values.

Trend 2: Social Listening – Turning Insights into Impact

Source: Getty Images

Social listening has evolved from a “nice-to-have” to an essential strategy for brands that want to remain competitive. For food brands, tapping into real-time audience insights provides a clear understanding of consumer preferences, shifting trends, and even product gaps. Beyond likes and comments, social listening offers the ability to anticipate needs, address concerns before they escalate, and refine marketing strategies with precision. The ability to link these insights to ROI will elevate the value of social listening for food brands, helping them make data-driven decisions that create real business impact.

How Food Brands Can Leverage Social Listening:

• Spot Trends Early: Identify rising consumer preferences, like plant-based or functional foods, before competitors.
• Personalized Campaigns: Use insights to tailor content for specific demographics, such as Gen Z’s interest in ethical sourcing.
• Proactive Crisis Management: Address potential issues, like recalls or ingredient concerns, before they escalate.

Brands that integrate social listening into their broader strategy will have the
ability to adapt, innovate, and connect with consumers on a deeper level.

Source: Social Media and AI Source Hootsuite Social Media Trends 2025 Survey

Trend 3: Empower Strategies with AI-Powered Content

Leveraging AI-powered tools will be crucial in 2025. From creating personalized content at scale to analyzing massive datasets for actionable insights, AI will become a staple for efficiency and creativity. Food brands that use AI strategically will not only streamline their operations but also unlock new opportunities for storytelling and customer engagement. However, the key to success will be finding the right balance between AI’s capabilities and the human touch, ensuring that content remains authentic and relatable.

Food brands can use AI to:

• Streamline Recipe Content Creation: Generate recipes, visuals, and social copy tailored to specific audiences.
• Predict Consumer Behavior: Analyze purchasing data to anticipate demand for seasonal products.
• Enhance Visual Content: Create realistic, mouthwatering images of dishes or beverages.

In 2025, balancing human creativity with AI efficiency will set innovative
food brands apart. AI tools can handle repetitive tasks while marketers
focus on crafting authentic narratives that resonate.

Trend 4: Authenticity Leads the Way

Today’s consumers, particularly Millennials and Gen Z, are drawn to brands that are authentic and aligned with their values. For food brands, this means going beyond product promotion and sharing stories that reflect sustainability, transparency, and social responsibility. In 2025, authenticity won’t just resonate; it will be a requirement. By prioritizing brand-led campaigns that emphasize real connections, food brands can establish trust, foster loyalty, and stand out in a saturated market. This shift represents a powerful opportunity to strengthen relationships with an increasingly values-driven audience.

Practical Steps for Food Brands:

• Showcase Brand Values: Share stories about ethical sourcing, environmental sustainability, or community impact.
• Highlight Real People: Feature chefs, farmers, or team members to humanize the brand.
• Engage with Social Responsibility: Address issues like food waste or accessibility in campaigns.

Authenticity builds trust and loyalty, turning casual customers
into passionate advocates.

Trend 5: Data-Driven, Content-Rich Visuals

Visuals must be guided by data to ensure they resonate with the right audience set.         Source: Getty Images

In an age where attention is fleeting, visual storytelling will remain at the forefront of marketing strategies in 2025. For food brands, this trend offers a golden opportunity to shine. Whether it’s through mouthwatering short-form videos, behind-the-scenes live streams, or stunning imagery of their products, food brands can captivate their audience while driving results. Nevertheless, the reliance on visuals must also be guided by data, in that each piece of content resonates with the right audience at the right time. Food brands can craft visual experiences that leave a lasting impression by combining creativity with analytics.

Content Strategies for Food Brands:

• Leverage Short-Form Video: Create quick cooking tutorials or product spotlights.
• Invest in Live Streaming: Host live tastings, Q&A sessions, or factory tours.
• Optimize for Emerging Platforms: Explore Reddit, Discord, and Threads to reach niche foodie communities.

Visual content’s ability to grab attention and drive engagement is unparalleled,
especially when backed by data-driven insights that inform creative choices.

Looking Ahead

Food brands have a unique opportunity to welcome experimentation, increase authenticity, and integrate data-driven, visual storytelling strategies to stand out in an increasingly competitive marketplace. Brands that create engaging content, harness the power of social listening, and leverage AI tools, will build trust with customers and consumers in ways that drive both connection and conversion. The key to success will be staying adaptable, creative, and true to your brand’s values. Those who embrace the trends while staying grounded in what makes their brand unique will have the best chance of thriving.

How can Omnivore help? From content and social strategies to social listening and engaging storytelling, we bring more to the table with a suite of services.

_{Sources: 2025 Social Media Trends Report, Hootsuite and 2025 State of Marketing Report, HubSpot}

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For manufacturers, food transparency means providing comprehensive details about production processes, including sourcing, environmental conditions, and ethical practices. There’s been a significant shift in consumer expectations, particularly within the agriculture sector, where there is a strong demand for information about GMOs, pesticides, organic practices, and the fair treatment of farmers.

In this blog, we will explore how transparent practices by manufacturers and food producers, retailers, and restaurants can lead to increased trust, brand loyalty, and customer recommendations, ultimately enhancing long-term business results. Additionally, we will examine the importance of product labeling and spotlight new technologies that can streamline the transparency process.

Consumer Demand Is Transparent

Consumers have conveyed they are demanding transparency from brands and manufacturers, with 93% stating it’s important to know what’s in their food and how it’s made.¹ They want details about the food’s origin and production environment, including whether it was cage-free, grass-fed, organic, or treated with GMOs or antibiotics. Furthermore, a recent DNV GL Viewpoint survey found that when making purchasing decisions, consumers look for and would welcome information on a product or origin of ingredients (63.7%) and the source of raw materials and ingredients in the product (65.2%).² Research indicates that consumers are willing to pay more if a product or manufacturer is certified to a quality, claim, or food safety standard.

Welfare within the supply chain plays a crucial role in consumers’ shopping and dining decisions. Consumers are increasingly concerned about the ethical treatment of farmers and animals, seeking assurance that they are local, well-compensated, and treated fairly. Notably, 48% of Americans plan to change their consumption habits to reduce their environmental impact, and 67% want comprehensive information about the food they buy.³

Now more than ever, it is imperative that brands and food producers make information readily accessible to all. Food manufacturers can support their operator and retailer customers by providing detailed information on ingredient origins, production processes, and nutritional claims, achieved through onsite displays or digital platforms. Maintaining openness about the food being sold or served builds trust with patrons and highlights a brand’s values, along with those of the establishment. This traceability fosters customer loyalty, leading to repeat visits and purchases, and ultimately boosting product sales.

New FDA Mandates Require Greater Transparency

Starting in January 2026, the new Food Traceability final rule under the FDA Food Safety Modernization Act (FSMA) will enhance food recall processes by enabling quicker identification and removal of contaminated food from the market. This rule mandates that food businesses—including farms, manufacturers, processors, distributors, restaurants, and retailers—must:

• Create comprehensive traceability plans, allocate lot codes for tracking, and ensure all records are up-to-date and precise.
• Maintain thorough documentation of product details, origins, amounts, and measurements.
• Deliver traceability data promptly and accurately to the FDA when requested.

Restaurants and food businesses must evaluate their current practices and make necessary adjustments to comply with these upcoming requirements. For detailed information, visit the FDA’s FSMA Final Rule page.

Technology Solutions To Optimize Information Disbursement

Brands can leverage technology to meet consumers’ transparency expectations and provide end-to-end visibility in the food supply chain. Here are a couple of tech platform options to consider:

RFID Tags

Radio Frequency Identification (RFID) tags offer intelligent labeling solutions, ensuring comprehensive transparency and traceability from farm to table. RFID technology allows real-time tracking of items, from seeds and crops to processed foods, by embedding tags with valuable information such as dates, descriptions, humidity, and temperature levels.

Consumers can access this data by scanning RFID tags, whether in a grocery store, online, or at a local restaurant. This provides them with detailed insights into the origins, nutritional content, and any additives in their food. Moreover, RFID technology helps mitigate risks by enabling real-time, traceable data, which can prevent cross-contamination, reduce waste, curb the spread of foodborne illnesses, and lower the economic costs associated with product recalls.⁴

Blockchain

Blockchain technology, a secure digital ledger system, is another powerful tool for enhancing transparency in the food supply chain. This technology is used to track and trace products from seed to manufacturer to store to consumer.⁵ It’s particularly useful for verifying organic certifications and other credentials, ensuring accurate quantities during processing, and maintaining detailed records of shipments.

Distributors use blockchain to track inventory, while retailers employ it to verify product credentials and prevent fraud. Across all stages of the supply chain, blockchain helps organizations comply with food safety regulations, such as those set by the FDA, fostering greater transparency and trust.

Conclusion

As food manufacturers are challenged with meeting high standards of safety, quality, sustainability, and ethics, transparency remains a crucial component. Consumers today want to know the logistics of food production, and have this information easily accessible, to make informed purchasing decisions. Technologies like RFID and blockchain can offer the solutions needed to provide this transparency, enhancing trust and fostering a more informed consumer base. These tech platforms are revolutionizing recall management within the food industry. From predictive analytics to automated traceability systems and streamlining notification processes, tools like these improve all aspects of the recall process.

For help finding clarity in messaging and crafting the stories behind your brands and products, connect with our team here.

Sources:

^{1, 3} https://www.forfarming.co/why-is-food-transparency-important-for-businesses/

² https://www.dnv.com/assurance/viewpoint/viewpoint-surveys/2020Q2/Copy_of_qrcode-insights

^{4, 5} The Consumer Demand for Transparency in Food – How Technology Can Help, Newcastle Systems, November 20, 2023

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For marketers, the time to take notice is now. Gen Alpha isn’t just the future; they’re already shaping it. From their early years, they’ve been guiding purchasing decisions and navigating a digital realm where authenticity, mental well-being, and global perspectives reign supreme. So why wait? Read our blog to better understand their mindsets and learn how engaging with Gen Alpha today is key to staying ahead in tomorrow’s market.

Who Is Gen Alpha?

Source: Getty Images

Projected to become the largest generation in history by 2025, Gen Alpha is predicted to reach 2 billion in population.¹ These technologically and digitally advanced consumers, born into a world of seamless connectivity, wield significant economic influence even in their youth. Research suggests that a staggering 81% of Gen Alpha children already shape their family’s purchasing decisions, amounting to a substantial $500 billion annually.² According to EMarketer, in the United States alone, the 45.6 million members of Gen Alpha represent a demographic more diverse than the general population,³ exposed to a rich tapestry of cultures and perspectives.

Recent intel from Britopian⁴ reveals that authenticity, sustainability, and inclusivity rank high among Gen Alpha’s values. 92% of Gen Alphas feel that being their authentic self is important and this demographic is also more likely to voice their opinions and share their views with others.⁵ In addition, 96% of Alpha kids believe in fair treatment, and 66% of them want to buy from companies that have a purpose.⁶ They demonstrate independence and self-awareness, craving information presented visually and interactively. Self-expression and mental well-being are paramount to their consumer experience

What this means for marketers: Understanding and aligning with Gen Alpha’s unique characteristics is paramount. Incorporating augmented reality (AR) and virtual reality (VR) into marketing strategies, demonstrating transparency efforts, and addressing mental health concerns and general well-being are essential. Embracing a global perspective and crafting communication that resonates authentically with this audience will cultivate lasting connections and foster invaluable loyalists.

Food and Beverage Purchasing Power

Source: Getty Images

The influence of Gen Alpha on food and beverage purchasing decisions cannot be overstated or overlooked. A significant 77% of Gen Alpha parents prioritize products that appeal to both children and adults during grocery shopping, while over half (52%) allow their kids to select their meals when dining out.⁷ These trends are further underscored by a Morning Consult survey, revealing that Gen Alpha’s exposure to a multitude of choices is shaping strong brand preferences in food, snacks, and restaurants. Approximately 80% of Gen Alpha parents report their children frequently request specific brands.⁸

Gen Alpha is likely to possess palates inclined toward exploration like their primarily Millennial “foodie” parents. Growing up among social media’s culinary trends and in increasingly diverse environments, they are receptive to global flavors alongside traditional favorites. This generation seeks a balanced approach to eating, encompassing fresh produce, international cuisines, and occasional indulgences like fast food.

What this means for marketers: It’s crucial to recognize Gen Alpha’s proactive role in food choices as a developmental asset, fostering critical thinking and independence. Content that educates and introduces adventurous foods and international flavors in an interactive manner resonates with them. Marketers must craft a comprehensive digital strategy integrating online and in-store promotions to effectively engage Gen Alpha where they spend the majority of their time.

YouTube’s Dominance

Source: Getty Images

YouTube is the primary social channel for engaging Gen Alpha kids. The video platform was named the coolest brand by Gen Alphas in 2023, followed by Netflix, Amazon, and Sour Patch Kids, according to kids-focused research firm Beano Brain as reported by SGB Media. More than half (57%) of parents with children aged 2 or younger, and a whopping 81% of parents with kids aged 3 or 4, said their child watches videos on YouTube, according to ALMANAC research.⁹

Kids use YouTube for multiple purposes from education to entertainment. Morning Consult findings reveal that nearly 60% of Gen Alpha parents observe their children engaging with shopping content on YouTube, where they encounter new products and brands, often influencing purchase decisions. Remarkably, 55% of Gen Alpha kids express a willingness to purchase products endorsed by their favorite YouTubers.”¹⁰ While on YouTube, Gen Alpha is learning about brands from creator content, watching influencers engage with products (e.g., haul and unboxing videos), and commenting on company and consumer-generated videos. They are also tuning in to watch YouTubers play video games such as Roblox and Minecraft.

What this means for marketers: Establishing a presence on YouTube is imperative for connecting with and captivating Gen Alpha consumers. Collaborating with YouTube influencers on branded content that strikes the perfect balance of fun, authenticity, and informativeness is key. Leveraging interactive features such as polls and promotions can enhance engagement, but tread carefully to avoid coming across as overly sales-oriented. Gen Alpha possesses a keen digital shrewdness and can quickly discern insincere marketing efforts, opting instead for content that aligns closely with their preferences and interests.

In Summary

Gen Alpha, with its diverse backgrounds and digital fluency, is poised to revolutionize consumer culture. As marketers, we must grasp the essence of Gen Alpha’s traits to craft impactful strategies. Authenticity, independence, and an affinity for digital interaction are the driving forces behind their behaviors, influencing everything from food preferences to social media engagement. With YouTube emerging as their preferred platform, marketers must adapt and engage with Gen Alpha where they are most active. Staying attuned to this dynamic demographic is essential for staying ahead in the ever-evolving market landscape.

Are you looking to engage with Gen Alphas or in need of a digital strategy geared towards this growing demographic? We’re here to help. With our industry knowledge and years of expertise in crafting communication strategies, we’re committed to assisting you in navigating the exciting world of Gen Alpha consumers. Let’s work together to unlock the full potential of this dynamic demographic.

^{1, 2, 9} ALMANAC_GenerationAlpha_V7.pdf
^3,5,6 Guide to Gen Alpha, the generation marketers need to start attracting, Emarketer January 16, 2024
⁴ The Top 5 Gen Alpha Characteristics Every Marketer Should Know, Britopian, September 15, 2023
⁷ FoodBytes – Issue DATASSENTIAL TRENDSPOTTING // VOL. 116
^{8, 10} https://www.foodbeverageinsider.com/market-trends-analysis/5-ways-gen-alpha-is-impacting-food-and-beverage-purchases

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