Mission Driven: Developing A Values-Based Food Brand

Mission Driven: Developing A Values-Based Food Brand

Online Courses

TBD

5 weeks

Brief Description

In today’s crowded food marketplace, authenticity is everything. In a few scant years, values-based brands have moved from the fringe to the limelight—on restaurant menus, on consumers’ dinner tables, and on grocery store shelves. Mission-Driven: Developing a Values-Based Food Brand will guide you to develop an authentic brand strategy, built on your company’s unique core values, ready to compete in today’s highly competitive marketplace. Whether you’re developing a new food brand or seeking to refine your existing positioning, this course equips you with the toolset to align a myriad of creative and strategic choices with your mission in a way that builds authentic emotional connection with all your stakeholders. Once you’ve developed a brand blueprint, grounded in authentic values and accurate trend-spotting, you’ll learn the practical marketing techniques—from promotion to packaging—that you can use to drive product preference and move consumers from buying to buy-in. Click here to download a weekly course sampling.

Sangita Forth

Lead Faculty


Sangita Forth is a seasoned marketer and entrepreneur at heart whose passion is building mission-driven, lifestyle brands. Her brand experience spans from managing world-class brands at Kraft Foods and General Mills to growing early-stage challenger brands, including Method Products and Plum Organics. Sangita is currently the Chief Marketing Officer of Pique Tea.

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Locations, Dates & Fees

All Online

Special tuition pricing available for CIA Alumni.
For more information, contact our Admissions Team at admissions@foodbusinessschool.org or 1-866-242-9876.


This course is all online and asynchronous, at your own pace, with weekly deadlines and occasional weekly meetings. Please plan to commit to 3-5 hours per week.

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Personalized Mentorship
Available to all enrolled learners and our alumni, the FBS 1:1 Mentor Network connects you to top leaders in the food industry. See our full list of mentors and learn more about the platform here.

Have questions?
Contact our Admissions Team at admissions@foodbusinessschool.org or 1-866-242-9876.

Who It's For

Food industry entrepreneurs, company founders, product marketers, brand strategists, and small business owners who seek to grow their food company, roll out new products, and connect with consumers in real, authentic, meaningful ways, while remaining true to their values.


In a few scant years, values-based brands have moved from the fringe to the limelight—on restaurant menus, on consumers’ dinner tables, and on grocery store shelves.

  • Sangita Forth

    Start Up Advisor; Chief Marketing Officer, Pique Tea; Former VP of Brand, Plum Organics; Former GM/Brand Director, Method Products

    Lead Faculty

  • Sangita Forth

    Start Up Advisor; Chief Marketing Officer, Pique Tea; Former VP of Brand, Plum Organics; Former GM/Brand Director, Method Products

    Lead Faculty

Overview

Values-based food brands are flourishing—stealing market share, gaining national distribution, and amassing a strong consumer following. These brands’ success is founded on their deep understanding of their purpose and promise and the intangible value they deliver to loyal consumers. Mission-Driven: Developing a Values-Based Food Brand will teach you how to identify and develop a brand strategy that illustrates your core values, is true to your mission, and demonstrates a solid understanding of your product line’s positioning within the competitive market. Through hands-on and practical assignments, completed in cohorts comprised of you and your fellow learners and industry peers, you’ll work closely with FBS course leaders to learn techniques—from packaging to promotion—that deliver your brand promise through resourceful and conscious marketing. You’ll study and analyze real world examples to understand how successful mission-drive food brands challenge the status quo to steal share from existing incumbents. Most importantly, you’ll leave the program with an action plan to implement in your own organization.

Topics covered include:

  • Develop unique and enduring brand proposition for your food company based on your purpose, core values, and beliefs
  • Create lasting competitive advantages for your brand platforms
  • Apply consumer research, including the use of archetypes, to define your target audience
  • Employ innovative techniques food companies use to build an authentic connection with consumers
  • Develop a brand personality that communicates consistently through every facet of your brand’s experience
  • Leverage social media and key market influencers to amplify your brand’s purpose and message
  • Cultivate a powerful, values-based culture within your organization, from operations and finance to marketing and HR

A highly respected and seasoned marketer with brand-experience at Kraft Foods, General Mills, Method Products, and Plum Organics, lead faculty Sangita Forth is the Chief Marketing Officer at Pique Tea and is a brand advisor to Somersault Life Company and Dang Foods. She earned an MBA from the Wharton School at University of Pennsylvania.

 

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