The importance of digital marketing and e-commerce has grown steadily over the past decade and has greatly accelerated due to the COVID pandemic of 2020. Whether in response to lockdowns, closures of favorite businesses, fear of in-person shopping or a host of other factors, there has been a clear shift in how consumers discover, experience and purchase food brands, whether new or familiar. Navigating e-commerce and online marketing can be both intimidating and overwhelming for food businesses.
In the current economy, an online presence is imperative for even the newest brands. Few consumers will see a brand as credible if they can’t pick up their mobile device and quickly gain at least a little bit of knowledge about it. The obvious question for a food entrepreneur is “What does my brand need to look like online?”
This video details the work of the Agricultural Utilization Research Institute and CLUTCH Business Acceleration Experts in learning about a new online resource, funded in part by the Minnesota Department of Agriculture, delivering fundamental information and considerations for food business as they consider how to build their brand’s online presence. This webinar will highlight content from a new online AURI resource on “Demystifying Digital Marketing and E-Commerce for Food Businesses” and the related entrepreneurial experience of Humble Nut Butter.