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How do you really know if your packaging works? If your campaign will land? If your new flavour will sell?

You ask the people who matter most - your customers. Fast.

In this episode of Foodpreneur with Chelsea Ford, I chat with Anna Henwood, CEO of Stickybeak, a rapid consumer testing platform that delivers feedback from your target audience within 48 hours.

Anna reveals her frameworks for marketing effectiveness that help you get more product into more consumer baskets. We dig into the everyday decisions that often leave brand owners stuck at a fork in the road - campaign creative, pack design, claims, naming, flavours - the ones where a wrong move can be costly, but intel is hard to access quickly.

You'll hear Anna's three game-changing frameworks and:

📦 Why packaging is your silent salesperson (and your brand billboard) - and how to balance sell and brand without smashing it all on the front

📊 When to trust your gut and when to test it with real consumer feedback

💰 How smart foodpreneurs use accessible, affordable data to avoid expensive mistakes

🎯 Why what you think matters isn't always what your target market cares about (even if you have the same gluten intolerance)

🛒 How to make decisions that move product off the shelf and into baskets in cluttered retail environments

This episode is for foodpreneurs who are tired of second-guessing their marketing decisions and want to move forward with confidence, backed by real consumer insight that doesn't break the bank or take months to gather.

Season 15 is brought to you by Foodpreneurs Festival - a year's worth of sales and promotion opportunities under one roof.

LINKS & RESOURCES:

• Anna Henwood on LinkedIn 
• Stickybeak Research 
• Stickybeak Website
• Graze 
• Churn Foods 
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• BiteBack Awards
• Chelsea Ford Co. website

Season 15

Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.

The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.

You can't miss these events. Here’s why:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
• Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.