Entrepreneur Clara Paye, CEO and founder of food bar maket Unite Food, understands how to effectively build a brand from the ground up. She will speak about everything budding businesses need to know when laying the groundwork for a successful specialty food business on Saturday, January 14, during SFA’s The Basics at the 2023 Winter Fancy Food Show in Las Vegas.
Paye is passionate about supporting solopreneurs and entrepreneurs getting started in the industry, particularly if they, like her, represent diverse backgrounds. She is a founding member of (included), a group that serves BIPOC CEOs and founders in CPG, and a member of the Young Presidents Organization and the Network of Executive Women.
SFA News Daily recently spoke with Paye.
What are the key considerations when building a brand?
Differentiation and a true “why.” There are thousands of unsuccessful "me too" products launched every year. It's been said that a brand either must be first to market and make that your advantage (Airbnb) or be better than what's already out there (Amazon). Imitation is tempting, but it won't get you the attention a new brand needs to be noticed. Focus on adding value to the shelf or space you want to occupy.
Where do you suggest specialty food businesses should begin?
Begin by creating a minimum viable product—a term borrowed from the tech industry. This means getting your product in the hands and mouths of potential consumers as quickly, efficiently, and cost-effectively as possible, and leaving room to iterate and make improvements. Be obsessed with your target market and don't be surprised if your true market turns out to be different from your original market.
Can you recommend a successful branding strategy to look to for inspiration?
A phenomenal recent example is Liquid Death. A brand selling the most generic product ever—water—but they have literally and figuratively drawn a moat around the brand by being different, knowing their consumer, and creating enough controversy that it draws interest.
What are some consequences of ineffective branding?
You will miss the opportunity to capture the consumer in the 1-3 seconds they are looking in your direction. If they're not clear on your value proposition you have missed an opportunity to engage.
What would you like attendees of your session to walk away with ready to implement in their business?
I'm always inspired by hearing the stories of others on the entrepreneurial journey. I would hope that some portion would resonate with the stage of every attendee's business, and they would leave with actionable tools and resources to implement in their business.
To hear more from Paye, attend The Basics at the Winter Fancy Food Show. The in-depth workshop features founders and principals from some of the most iconic brands in specialty food as they share their experience on building a brand, pricing, selling, trade promotions, ecommerce, and more. At the end of the workshop, attendees will head to the Brain Trust Office Hours for a chance to ask the experts questions in small groups.
Related: (included) Pavilion to Make Winter Fancy Food Show Debut; Industry Voices: Spill & Dish Makers Share Their Experiences.