On this week's show, NOSH editor Carol Ortenberg and reporter Adrianne DeLuca run down NOSH Live Winter 2022, highlighting key themes and trends threaded through the discussions with industry experts. Later, we hear Carol's NOSH Live discussion with Holly Adrien, Natural and Organic Innovation and Strategy Manager at Kroger, to learn how emerging natural product brands can strategize for success when pitching the grocery giant.

Show Highlights:

01:28: The NOSH team breaks down discussions from the conference including the various approaches to brand building and community, the shifting demands of natural and organic shoppers, and what categories are seeing a spike in better-for-you innovation.

19:30: Adrien kicks off the discussion with a look into how grocery buyers work to understand consumers at every level, when they harness both internal and external data for new in-store activations, and how they view the space for natural, organic and sustainable food.

28:08: Be realistic about distribution and have a plan to drive consumers into the store. Those aspects are key for a founder to differentiate its brand from everyone else on the shelf, according to Adrien. She said that strategy starts with how it pitches the brand to buyers.

"I've been having a lot more conversations with [brands saying] – 'we don't have to go everywhere.' It is important to have someone that is that honest with themselves [and willing] to start small." - Holly Adrien