Tyson Foods Launches New Content Network in Partnership with Foodable Network

In today's rapidly moving digital climate, restaurant brands are trying to stay ahead of the game to catch the attention of the ever so restless consumer. 

Devices are now inundated with ads from brands. While these touchpoints will likely remain part of marketing strategies, a smart marketer realizes that quality trumps quantity. 

With that in mind, content marketing is king. 

Creating and distributing valuable and relevant content to a restaurant consumer makes much more of an ever-lasting connection. It's not about pushing a brand logo or inserting ads, instead, it's about sharing compelling stories and information that connects with your customers, while also entertaining and educating them on topics of interest. 

According to a recent "Content Marketing Institute" report, 91 percent of B2B marketers reach customers by utilizing this type of strategy. 

But this should be done carefully. As "Thrive Global" says it's okay to break the rules. Rule #1 for example, "create content that is aligned with your product or service." It's okay to branch out and cover other unique topics too. Would your audience find this interesting? This doesn't mean you should be covering a recap of the latest Game of Thrones episode. But if you can spin the topic to be more relevant to your business it’s the type content that will attract clicks. 

Since customers are so tired of ads, it's time to get creative with your content marketing. 

"A report by "PageFair" and "Adobe" shows that more than 198 million people around the world use ad blockers. You need to use educational messages along with promotional ones and approach your consumers tactfully," writes "Thrive Global." "You can strategically place your propositions in your content. For example, if you don’t include a CTA (Call to Action), some consumers will never make a move."

So which brands are ahead of the curve when it comes to this marketing strategy? 

Tyson Foods is taking content marketing to the next level. In partnership with Foodable Network, the brand is launching The Modern Chef Network. 

The Modern Chef Network will offer tools operators need to compete. The platform will be dedicated to delivering ideas, innovations, research, and insights designed specifically for the foodservice operator across a multitude of business sectors.

"B2B content marketing is the most effective way to deliver a message in today's crowded digital space, it used to be a simple social media post, but today operators are seeking more video, podcast, and research and expect their partners to deliver more than just a product. A handful of companies are moving fast to create new direct to operator communication and education platforms like The Modern Chef Network from Tyson Foods. The Modern Chef is an advanced "on-demand" platform that features video, podcasts, research, product demos as well as original stories," said Paul Barron, editor-in-chief and executive producer of Foodable Network. "We are betting on a whole new breed of food suppliers and operators alike to move to more efficient ways to reach and influence those that matter to their business. I expect B2B Content marketing to consume more than 50% of marketing budgets by 2020."

Check out The Modern Chef Network.

Big Food is Fostering Innovation

Large corporations have been noticing how consumers have been favoring products made by independent startup food companies, since a good chunk of those provide craft, high-quality, niche, and, a lot of times, healthier products.

Needless to say, big food wants in. Especially, since this specialty food segment has a tremendous growth potential.

So, how is big food seeking innovation?

Companies like Campbell Soup, Chobani, Kellogg, Kraft Heinz, Nestlé, PepsiCo, and Tyson Foods are creating innovation centers and/or partnering with existing incubators to help niche brands grow and flourish.

PepsiCo

Pepsico’s new center for innovation is called “The Hive.”

According to Food Dive, “this incubator will be a separate entrepreneurial group outside of the core headquarters that will help nurture niche products already in the portfolio,” like for example Stubborn Soda.

As Foodable has reported in the past, PepsiCo also partnered with a Chicago-based, food and beverage incubator, The Hatchery, in order to look at other startup brands that have the potential of becoming a possible venture for the beverage giant.

Tyson Foods

Earlier this year, Tyson Foods announced that it will be working with two incubators—Plug and Play and 1871—linking the food giant to innovation hailing from Silicon Valley and Chicago.

That’s not the first time Tyson showed it’s commitment for innovation. In fact, the company launched a venture capital fund in late 2016 “to invest in companies developing breakthrough technologies, business models and products to sustainably feed the growing world population,” according to the company website.

Since then, Tyson has invested in brands like for example Beyond Meat, that promote sustainability and others that promote the internet of food, like FoodLogiq.

Tyson is spearheading innovation through its own brand, ¡Yappah!, which aims to fight food waste by utilizing “forgotten” ingredients like rescued vegetable puree and spent grain to make protein crisps, and investments in companies like Future Meat Technologies, an Israel-based “biotechnology company aiming to transform global meat production through distributive manufacturing of fat and muscle cells, increasing food safety and reducing ecological impact worldwide,” as stated in the company’s website.

Chobani

Chobani is another company looking to foster innovation through its Food Tech Residency. The company set out specific challenges in the food and agriculture value chain they would like to tackle (like food waste, food safety, water conservation, logistics, etc.) and invites like-minded, early-stage tech and agriculture startups to apply for funding.

Currently, the brand is hosting it’s fourth incubator class, since it launched the program in 2016, with companies developing products like tea, hummus and allergen-free baking ingredients. Alongside the food startups, two tech companies will be participating in Chobani’s inaugural Tech Residency Program—CinderBio and Skyven Technologies.

Watch the video above to learn more and stay tuned to other Industry Pulse episodes to keep up with all the innovation happening around your business! To learn about other consumer trends involving sustainability like plant-based meals, watch the video below:

SFA Live: Food Incubators Keep Tech Out of Food, But In the Manufacturing Processes

SFA Live: Food Incubators Keep Tech Out of Food, But In the Manufacturing Processes

Canopy Foods is a food production studio working as both a manufacturer and also as brand support, assisting with things like distribution and fulfillment.

Elly Truesdell has a ton of experience growing food in the incubator space. She sits on the Board of Canopy Foods, acts as a mentor to FOOD-X and Chobani Food Incubator and acts as an advisor to Agbotic, automated Organic soil greenhouses.

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