Effective marketing and branding strategies are essential for agri-food businesses to succeed and thrive. Agri-food marketing involves the promotion and sale of agricultural products and services, while branding is the process of creating a unique identity and image for a product or company. Together, marketing and branding help agri-food businesses differentiate themselves from competitors, build customer loyalty, and increase their market share and profitability.
Marketing Mix in Agri-Food Sector
The marketing mix is a fundamental concept in marketing that describes the set of controllable variables that a company can use to influence consumer behavior and achieve its marketing objectives. In the agri-food sector, the marketing mix typically consists of the "4 Ps": product, price, place, and promotion. Understanding and optimizing these elements is crucial for agri-food businesses to create value for their customers and capture value for themselves.
Product
The product is the core element of the marketing mix, as it represents the goods or services that a company offers to its customers. In the agri-food sector, products can range from raw agricultural commodities, such as fruits, vegetables, and grains, to processed and packaged food and beverages, such as cheese, yogurt, and wine.
When developing and marketing agri-food products, businesses need to consider several key aspects, such as:
- Quality and safety: Agri-food products must meet the quality and safety standards and regulations set by relevant authorities, such as the Food and Drug Administration (FDA) in the United States or the European Food Safety Authority (EFSA) in the European Union. Quality and safety are critical factors that influence consumer trust and loyalty, as well as the reputation and liability of the company.
- Nutritional value and health benefits: Many consumers today are looking for agri-food products that are not only tasty and convenient but also nutritious and healthy. Agri-food businesses can differentiate their products by highlighting their nutritional value and health benefits, such as high protein, low fat, rich in vitamins and minerals, or free from allergens and additives.
- Sensory attributes and packaging: The sensory attributes of agri-food products, such as appearance, texture, flavor, and aroma, play a significant role in shaping consumer preferences and experiences. Packaging is also an important aspect of the product, as it not only protects and preserves the product but also communicates its brand identity, quality, and value to consumers.
- Innovation and variety: To stay competitive and relevant in the market, agri-food businesses need to continuously innovate and diversify their product offerings, by introducing new flavors, formats, or ingredients that meet the changing needs and preferences of consumers. Product innovation can also help businesses to enter new market segments, such as organic, plant-based, or functional foods.
The table below provides some examples of successful agri-food product innovations and their key features:
| Product | Company | Key Features |
|---|---|---|
| Oatly | Oatly | - Plant-based milk alternative made from oats - High in fiber and low in saturated fat - Sustainable and environmentally friendly - Fun and engaging brand personality |
| Beyond Meat | Beyond Meat | - Plant-based meat alternative made from pea protein - Mimics the taste and texture of real meat - High in protein and iron, low in saturated fat - Appeals to flexitarians and meat-lovers |
| Chobani Flip | Chobani | - Greek yogurt with mix-in toppings - High in protein and calcium Convenient and portable packaging - Variety of flavors and texture combinations |
| Impossible Foods | Impossible Foods | - Plant-based meat alternative made from soy protein and heme - Mimics the taste, texture, and cooking properties of real meat - Sustainable and environmentally friendly - Targeted at meat-eaters and fast-food chains |
Price
Price is another critical element of the marketing mix, as it determines the revenue and profitability of the company, as well as the perceived value and affordability of the product for consumers. Pricing strategies in the agri-food sector can vary widely, depending on factors such as the type and quality of the product, the target market, the competition, and the supply and demand conditions.
Some common pricing strategies used by agri-food businesses include:
- Cost-based pricing: Setting prices based on the cost of production, plus a markup or margin to cover overhead and profit. This strategy is often used for commodity products with low differentiation and high price sensitivity, such as grains, milk, or eggs.
- Value-based pricing: Setting prices based on the perceived value of the product for consumers, taking into account factors such as quality, convenience, brand image, and customer service. This strategy is often used for premium or specialty products with high differentiation and low price sensitivity, such as organic, artisanal, or gourmet foods.
- Competitive pricing: Setting prices based on the prices of similar products offered by competitors, either by matching, undercutting, or premium pricing. This strategy is often used in highly competitive markets with many players and substitutes, such as snacks, beverages, or frozen foods.
- Dynamic pricing: Adjusting prices in real-time based on changes in supply and demand, using data analytics and algorithms. This strategy is often used for perishable or seasonal products with high price volatility, such as fresh fruits, vegetables, or seafood.
Agri-food businesses also need to consider the impact of pricing on their brand image and customer relationships. Setting prices too low can signal low quality or value while setting prices too high can limit accessibility and affordability for consumers. Finding the right balance between profitability and customer satisfaction is key to long-term success in the agri-food market.
Place
Place, also known as distribution, refers to the channels and locations through which agri-food products are made available to consumers. The choice of distribution channels can have a significant impact on the cost, efficiency, and reach of the product, as well as the customer experience and satisfaction.
Some common distribution channels used by agri-food businesses include:
- Direct-to-consumer (DTC): Selling products directly to consumers through owned channels, such as farm stands, farmers' markets, e-commerce websites, or subscription boxes. DTC channels allow businesses to have more control over the supply chain, pricing, and customer relationships but also require more resources and capabilities for sales, marketing, and fulfillment.
- Retail: Selling products through third-party retailers, such as supermarkets, convenience stores, or specialty shops. Retail channels provide access to a large and diverse customer base, as well as economies of scale and scope, but also involve more competition, margin pressure, and compliance requirements.
- Foodservice: Selling products to restaurants, cafes, hotels, or institutional customers, such as schools, hospitals, or corporate cafeterias. Foodservice channels offer opportunities for bulk sales, customization, and innovation, but also require consistent quality, safety, and service standards.
- Wholesale: Selling products to intermediaries, such as distributors, brokers, or exporters, who then resell them to other businesses or consumers. Wholesale channels can help businesses to expand their market reach and share risk and costs with partners, but also reduce their control and visibility over the end customer.
Agri-food businesses need to carefully evaluate and select the distribution channels that best fit their products, target markets, and growth strategies. They also need to manage and coordinate the flow of products, information, and payments across the supply chain, using tools such as logistics, inventory management, and data analytics.
Promotion
Promotion, also known as marketing communication, involves the activities and messages that agri-food businesses use to inform, persuade, and remind consumers about their products and brands. Effective promotion can help businesses to raise awareness, generate interest, stimulate demand, and build loyalty among their target audiences.
Some common promotional tools and tactics used by agri-food businesses include:
- Advertising: Paying for media space or time to present or promote products, through channels such as television, radio, print, outdoor, or digital. Advertising can help businesses to reach a wide and diverse audience, create brand awareness and preference, and drive sales, but also requires significant investment and creativity.
- Public relations (PR): Managing the communication and relationships between the business and its stakeholders, such as media, influencers, or community groups, to build and protect its reputation and credibility. PR can help businesses to generate positive publicity, handle crises, and influence public opinion, but also requires strategic planning and execution.
- Sales promotion: Offering temporary incentives or rewards to encourage consumers to try, buy, or repeat purchase products, such as discounts, coupons, samples, or loyalty programs. Sales promotion can help businesses to stimulate short-term demand, clear inventory, or cross-sell products, but also can erode brand equity and profitability if used excessively.
- Personal selling: Engaging in face-to-face or personal communication with customers or prospects to inform, persuade, and close sales, such as through farm visits, trade shows, or sales calls. Personal selling can help businesses to build relationships, provide customized solutions, and gather market intelligence, but also requires time, skills, and resources.
- Digital marketing: Using online and mobile channels, such as websites, social media, email, or apps, to connect and engage with consumers, provide information and value, and drive conversions and loyalty. Digital marketing can help businesses to target and personalize their messages, track and optimize their performance, and create interactive and immersive experiences, but also requires continuous learning and adaptation.
Agri-food businesses need to develop and implement integrated marketing communication strategies that leverage and coordinate multiple promotional tools and tactics, based on their marketing objectives, target audiences, and budgets. They also need to measure and evaluate the effectiveness and efficiency of their promotional efforts, using metrics such as reach, engagement, conversion, and return on investment (ROI).
The table below summarizes the key elements of the marketing mix and their implications for agri-food businesses:
| Element | Description | Key Considerations |
|---|---|---|
| Product | The goods or services offered to customers | - Quality and safety - Nutritional value and health benefits - Sensory attributes and packaging - Innovation and variety |
| Price | The amount of money charged for the product | - Cost-based, value-based, competitive, or dynamic pricing - Profitability and customer satisfaction - Brand image and positioning |
| Place | The channels and locations where the product is made available | - Direct-to-consumer, retail, food service, or wholesale - Market reach and control - Supply chain management and coordination |
| Promotion | The activities and messages used to communicate the product and brand | - Advertising, PR, sales promotion, personal selling, or digital marketing - Awareness, interest, desire, and action - Integrated marketing communication and measurement |
Branding Strategies in Agri-Food Sector
Branding is the process of creating, communicating, and delivering a unique and compelling promise of value to customers, that distinguishes a product or company from its competitors. A strong brand can help agri-food businesses create emotional and functional connections with consumers, command premium prices and loyalty, and protect against market disruptions and imitation. Some key branding strategies used by agri-food businesses include:
Brand Positioning and Differentiation
Brand positioning refers to the place that a brand occupies in the minds of consumers, relative to its competitors. It involves defining and communicating the unique attributes, benefits, and values that the brand offers, and how it meets the needs and preferences of its target market. Brand differentiation is the process of making the brand stand out from its competitors, by highlighting its distinctive features, personality, or story.
Agri-food businesses can position and differentiate their brands based on various factors, such as:
- Product attributes: Emphasizing the unique or superior characteristics of the product, such as taste, freshness, naturalness, or convenience.
- Health and wellness: Focusing on the nutritional and health benefits of the product, such as high protein, low sugar, or gluten-free.
- Sustainability and ethics: Highlighting the environmental and social responsibility of the brand, such as organic, fair trade, or animal welfare.
- Origin and heritage: Leveraging the geographical, cultural, or historical roots of the product or brand, such as local, artisanal, or traditional.
- Lifestyle and identity: Appealing to the values, interests, and aspirations of the target market, such as adventurous, sophisticated, or family-oriented.
For example, Patagonia Provisions, the food division of the outdoor clothing company Patagonia, positions itself as a sustainable and ethical brand that offers "foods that restore our planet." It differentiates itself by sourcing ingredients from regenerative organic farms, using minimalist packaging, and supporting environmental causes. Its brand personality is adventurous, authentic, and purpose-driven, appealing to conscious consumers who love the outdoors and care about the planet.
Brand Identity and Personality
Brand identity is the visual and verbal expression of a brand, including its name, logo, colors, typography, imagery, and tone of voice. It reflects the brand's positioning and differentiation and creates a consistent and recognizable look and feel across all touchpoints. Brand personality is the set of human characteristics and traits that are associated with the brand, such as being friendly, sophisticated, or rebellious. It helps to create an emotional connection and affinity with consumers and guides the brand's behavior and communication.
Agri-food businesses need to develop and manage their brand identity and personality consistently and authentically, across all channels and interactions. They also need to align their brand identity and personality with their target market's preferences and expectations and adapt them over time as the market evolves.
For example, Oatly, the Swedish oat milk company, has a distinct and playful brand identity and personality. Its logo features a simple and bold typography, with the brand name in lowercase and a leaf accent, conveying naturalness and friendliness. Its packaging uses a white background with colorful and quirky illustrations and copy, such as "Wow no cow" or "Post-milk generation." Its tone of voice is humorous, irreverent, and conversational, with a hint of Swedish accent. Its brand personality is fun, honest, and unconventional, appealing to millennials and Gen Z consumers who seek alternative and sustainable options.
Brand Storytelling and Content Marketing
Brand storytelling is the art and science of using narratives and emotions to engage and inspire consumers, and create memorable and meaningful experiences. It involves crafting and sharing stories that convey the brand's history, values, and vision, and that resonate with the target market's interests and aspirations. Content marketing is the strategic approach of creating and distributing valuable and relevant content to attract, engage, and retain a clearly defined audience, and ultimately drive profitable customer action.
Agri-food businesses can use various formats and channels for brand storytelling and content marketing, such as:
- Website and blog: Creating informative and engaging content about the brand, products, and industry, such as recipes, tutorials, or interviews.
- Social media: Sharing visual and interactive content on platforms such as Instagram, Facebook, or Twitter, and engaging with followers and influencers.
- Video and podcast: Producing compelling and entertaining videos or audio content, such as product demos, farm tours, or cooking shows.
- Email and newsletter: Delivering personalized and valuable content to subscribers, such as exclusive offers, news, or tips.
- Events and experiences: Creating immersive and memorable events or experiences, such as tastings, workshops, or farm visits.
For example, Tender Belly, a premium pork company based in Denver, Colorado, uses brand storytelling and content marketing to differentiate itself and connect with its customers. Its website features a "Our Story" page that tells the history and values of the company, emphasizing its commitment to humane and sustainable farming practices, and its passion for delicious and high-quality pork. It also includes a recipe blog that showcases creative and inspiring ways to cook and enjoy its products, from bacon jam to pork belly ramen.
Its social media feeds are filled with mouth-watering photos and videos of its pork dishes, as well as behind-the-scenes glimpses of its farms and team. Its email newsletter delivers exclusive offers, news, and recipes to its loyal customers, fostering a sense of community and appreciation.
The table below outlines some key branding strategies and examples in the agri-food sector:
| Branding Strategy | Description | Examples |
|---|---|---|
| Brand Positioning and Differentiation | Defining and communicating the unique attributes, benefits, and values of the brand | - Patagonia Provisions: Sustainable and ethical food brand - Rotten Robbie: Convenience store chain with fresh and local food |
| Brand Identity and Personality | Creating a consistent and recognizable visual and verbal expression of the brand, and a set of human characteristics and traits associated with it | - Oatly: Playful and unconventional oat milk brand - Guayakí: Organic and fair-trade yerba mate brand with a bohemian and adventurous personality |
| Brand Storytelling and Content Marketing | Using narratives and emotions to engage and inspire consumers, and creating and distributing valuable and relevant content to attract and retain a clearly defined audience | - Tender Belly: Premium pork brand with a story of humane and sustainable farming, and a recipe blog and newsletter - Califia Farms: Plant-based beverage brand with a content hub of recipes, wellness tips, and sustainability stories |
Consumer Trends and Insights in Agri-Food Marketing
To effectively market and brand agri-food products, businesses need to understand and respond to the changing needs, preferences, and behaviors of consumers. Some key consumer trends and insights that are shaping the agri-food market include:
Health and Wellness
Consumers are increasingly seeking agri-food products that support their health and well-being, both physically and mentally. They are looking for products that are natural, nutritious, and functional, and that can help them prevent or manage health conditions, such as obesity, diabetes, or allergies. They are also interested in products that promote mental wellness, such as stress relief, cognitive performance, or mood enhancement.
Agri-food businesses can capitalize on this trend by developing and marketing products that are:
- Clean label: Made with simple, recognizable, and minimally processed ingredients, and free from artificial additives, preservatives, or GMOs.
- Nutrient-dense: Rich in vitamins, minerals, protein, fiber, or other beneficial nutrients, and low in empty calories, sugar, or unhealthy fats.
- Functional: Containing specific ingredients or properties that provide health benefits beyond basic nutrition, such as probiotics, antioxidants, or adaptogens.
- Personalized: Tailored to individual needs and preferences, based on factors such as age, gender, lifestyle, or genetics, using tools such as DNA testing or AI-powered recommendations.
For example, Vital Farms, a pasture-raised egg company based in Austin, Texas, markets its products as a healthier and more humane alternative to conventional eggs. Its eggs come from hens that are raised on small family farms, with access to outdoor pastures and a diet of natural grasses and grubs. Vital Farms claims that its eggs have higher levels of nutrients such as vitamin E, omega-3 fatty acids, and beta-carotene, compared to conventional eggs. It also uses transparent and informative packaging, with a "Farm ID" that allows customers to trace the origin of each egg and learn about the farmer who produced it.
Sustainability and Ethics
Consumers are also increasingly concerned about the environmental and social impact of their food choices and are seeking products that are sustainable, ethical, and responsible. They are looking for products that are produced with minimal harm to the planet, animals, and people, and that support local communities, fair trade, and regenerative agriculture. They are also interested in products that reduce waste, packaging, and carbon footprint, and that contribute to a circular and resilient food system.
Agri-food businesses can respond to this trend by developing and marketing products that are:
- Organic and regenerative: Grown without synthetic pesticides, fertilizers, or GMOs, and using practices that enhance soil health, biodiversity, and carbon sequestration, such as cover cropping, composting, or agroforestry.
- Plant-based and alternative proteins: Made from plant-based ingredients, such as soy, pea, or algae, or from alternative protein sources, such as insects, fungi, or cell-based meat, that have a lower environmental impact than animal agriculture.
- Local and seasonal: Sourced from local and regional farmers and producers, and harvested at the peak of freshness and flavor, to reduce food miles, support local economies, and preserve culinary traditions.
- Zero waste and circular: Designed to minimize waste and packaging, and to be reused, recycled, or composted, using materials such as glass, metal, or biodegradable plastics, and innovative solutions such as refillable containers or edible packaging.
For example, Apeel Sciences, a California-based startup, has developed a plant-based coating that can extend the shelf life of fresh produce by up to three times, without the need for refrigeration or preservatives. The coating is made from lipids and glycerolipids extracted from seeds, peels, and pulp of fruits and vegetables, and is applied to the surface of the produce to create a protective barrier that slows down water loss and oxidation. Apeel claims that its technology can help to reduce food waste, which accounts for 8% of global greenhouse gas emissions and can enable more sustainable and efficient supply chains for fresh produce.
Convenience and Experience
In addition to health and sustainability, consumers are also seeking convenience and experience in their food choices. They are looking for products that are easy to prepare, consume, and dispose of, and that fit their busy and on-the-go lifestyles. They are also interested in products that offer unique and memorable sensory experiences, such as new flavors, textures, or formats, and that can be shared and enjoyed with others.
Agri-food businesses can cater to this trend by developing and marketing products that are:
- Ready-to-eat and portable: Packaged in single-serving or grab-and-go formats, such as snack bars, drinks, or meal kits, that can be consumed anytime and anywhere.
- Customizable and interactive: This allows consumers to personalize their food choices based on their preferences, dietary needs, or moods, using tools such as online ordering, subscription boxes, or vending machines.
- Experiential and shareable: Creating immersive and engaging experiences around food, such as tastings, pairings, or workshops, that can be enjoyed and shared with friends, family, or social media followers.
- Innovative and disruptive: Introducing new and exciting products or services that challenge the status quo and create value for consumers, such as plant-based meat alternatives, upcycled ingredients, or AI-powered food recommendations.
For example, Farmer's Fridge, a Chicago-based startup, offers healthy and fresh meals and snacks through a network of smart fridges located in offices, hospitals, and airports. Customers can browse the menu order their food using a touchscreen interface, and pay using a credit card or mobile app. The fridges are restocked daily with chef-curated salads, bowls, and snacks, made with locally sourced and organic ingredients. Farmer's Fridge aims to make healthy eating more convenient and accessible while reducing food waste and packaging.
The table below summarizes some key consumer trends and examples in the agri-food market:
| Consumer Trend | Description | Examples |
|---|---|---|
| Health and Wellness | Seeking products that are natural, nutritious, functional, and personalized | - Vital Farms: Pasture-raised eggs with higher nutrient levels - Olipop: Functional soda with prebiotics, botanicals, and plant fiber |
| Sustainability and Ethics | Seeking products that are sustainable, ethical, responsible, and circular | - Apeel Sciences: Plant-based coating to extend shelf life and reduce waste - Imperfect Foods: Subscription box of "ugly" and surplus produce |
| Convenience and Experience | Seeking products that are convenient, customizable, experiential, and innovative | - Farmer's Fridge: Smart fridges with healthy and fresh meals and snacks - Impossible Foods: Plant-based meat alternatives that mimic the taste and texture of beef |
Future of Agri-Food Marketing and Branding
Looking ahead, the agri-food market is likely to continue to evolve and innovate, driven by changing consumer demands, technological advancements, and global challenges. Some key trends and opportunities that are shaping the future of agri-food marketing and branding include:
Personalization and Customization
With the rise of big data, artificial intelligence, and digital technologies, agri-food businesses will have more opportunities to personalize and customize their products and services to individual consumers. By leveraging data on consumer demographics, preferences, behaviors, and health, businesses can create tailored and targeted marketing messages, product recommendations, and experiences that meet the unique needs and desires of each consumer.
For example, Nestle, the world's largest food and beverage company, has launched a personalized nutrition program called "Nestle Wellness Ambassador" in Japan. The program includes a home kit that allows consumers to collect and analyze their DNA, blood, and urine samples, and receive personalized recommendations for Nestle products that match their nutritional needs and health goals. The program also includes an AI-powered chatbot that provides ongoing support and coaching to help consumers stick to their nutrition plans.
Transparency and Traceability
Consumers are also demanding more transparency and traceability in their food choices, as they become more aware of the social and environmental impact of their consumption. They want to know where their food comes from, how it was produced, and who was involved in the process, and they expect agri-food businesses to be open and honest about their practices and values. Blockchain and other digital technologies are enabling new ways to track and verify the origin, quality, and safety of food products, from farm to fork.
For example, IBM, in partnership with major food companies such as Walmart, Nestle, and Unilever, has launched the "IBM Food Trust," a blockchain-based platform that allows participants to share and access information about the provenance, authenticity, and sustainability of their food products. The platform creates a tamper-proof and transparent record of every transaction and interaction along the supply chain, from the farmer to the consumer, and enables end-to-end traceability and trust.
Purpose and Impact
In addition to transparency, consumers are also looking for agri-food brands that have a clear purpose and make a positive impact on society and the environment. They want to support businesses that not only provide good products and services but also contribute to the greater good and align with their values and beliefs. Agri-food businesses that can demonstrate their commitment to social and environmental responsibility, and communicate their impact and progress, will have a competitive advantage in the market.
For example, Ben & Jerry's, the iconic ice cream brand owned by Unilever, has a long history of social activism and advocacy, dating back to its founding in 1978. The company has taken strong positions on issues such as climate change, racial justice, and LGBTQ+ rights, and has used its brand platform to raise awareness and mobilize action. In 2021, Ben & Jerry's announced that it would stop selling its ice cream in the occupied Palestinian territories, citing inconsistencies with its values. The decision sparked controversy and backlash but also earned praise and support from consumers and activists who share the brand's commitment to social justice.
The table below outlines some future trends and examples in agri-food marketing and branding:
| Future Trend | Description | Examples |
|---|---|---|
| Personalization and Customization | Using data and AI to create tailored and targeted products, services, and experiences for individual consumers | - Nestle Wellness Ambassador: Personalized nutrition program based on DNA and biomarker analysis - Habit: Personalized meal delivery service based on nutrition assessment and testing |
| Transparency and Traceability | Using blockchain and other digital technologies to track and verify the origin, quality, and sustainability of food products | - IBM Food Trust: Blockchain-based platform for end-to-end food traceability and transparency - Provenance: Transparency and storytelling platform for food and consumer goods |
| Purpose and Impact | Aligning brand values and actions with social and environmental responsibility, and communicating impact and progress | - Ben & Jerry's: Ice cream brand with a long history of social activism and advocacy - Tony's Chocolonely: Dutch chocolate brand with a mission to end slavery in the cocoa industry |
Conclusion
Agri-food marketing and branding are critical components of the food system, as they shape the way consumers perceive, choose, and experience food products. To be successful in the highly competitive and dynamic agri-food market, businesses need to develop and implement effective marketing and branding strategies that meet the changing needs and preferences of consumers, while also addressing global challenges such as health, sustainability, and social justice.
The marketing mix, including product, price, place, and promotion, provides a framework for agri-food businesses to create and deliver value to their target customers. By carefully designing and aligning these elements, businesses can differentiate their products, build customer loyalty, and drive sales and growth.
Branding, including positioning, identity, personality, storytelling, and content marketing, is another key aspect of agri-food marketing. A strong and consistent brand can help businesses create emotional and functional connections with consumers, command premium prices and loyalty, and protect against market disruptions and imitation.
To stay relevant and competitive in the agri-food market, businesses also need to stay attuned to the latest consumer trends and insights, such as health and wellness, sustainability and ethics, and convenience and experience. By understanding and responding to these trends, businesses can create products and experiences that meet the evolving needs and desires of consumers, and build long-term relationships and trust.
Looking ahead, the future of agri-food marketing and branding is likely to be shaped by several key trends, including personalization and customization, transparency and traceability, and purpose and impact. By leveraging data, technology, and values, agri-food businesses can create more tailored, transparent, and meaningful products and experiences for consumers, and contribute to a more sustainable, equitable, and resilient food system.
Ultimately, agri-food marketing and branding are not just about selling products and making profits, but also about creating value and making a difference in the world. By aligning their marketing and branding strategies with their mission and values, and by engaging and empowering consumers as partners and advocates, agri-food businesses can not only succeed in the market but also help to transform the food system for the better.