Friday Nov 22, 2024

#86 - Ryan Pintado-Vertner @ Smoketown - How Do We Unlock Massive Demand For Regenerative?

On this episode, we have Ryan Pintado-Vertner who is the Founder and CEO at Smoketown.

Smoketown is a boutique brand consultancy that helps visionaries, mission-driven brands and nonprofits maximize their growth and positive impact without one compromising the other. They use empathy to help solve complex marketing challenges for their clients who are creating more justice, generosity, equity, and regeneration in the world.

Smoketown is supporting regenerative agriculture with their recently released white paper: Unlocking Demand for Regenerative - A Crowdsourced Blueprint for Accelerating Consumer Demand for Regenerative Agriculture

It will come as no surprise to anyone who has listened to this show before to hear that we are convicted in our belief that we need to figure out how to improve our ability to increase consumer awareness and demand for regenerative products. Well, Ryan shares that conviction with us and this white paper was his attempt to explore that concept and share his findings with the community.

And boy did he deliver. The white paper is full of really insightful takeaways and recommended actions to take, and Ryan is here with us today to break it all down. You’ll also learn about his background as an activist and big-CPG brand builder, his previous work at Sometown with mission-driven brands, and his regen awakening that led to him producing this blueprint for driving change.

Join us as we break down how the regenerative community can 1) Increase Consumer Empathy, 2) Refine the Messaging Frame, 3) Double Down on Loyalty and Share of Wallet, and 4) Boldly Collaborate for Big Awareness.

Episode Highlights:

🙏 How his spiritual practice sparked a regen awakening

❤️ Why collaboration has to be a superpower

🎯 Making marketing decisions based on consumer empathy

❌ The limits of sustainability-themed messaging

📈 Why self-interest always outsells altruism

💣 The BIG need for more consumer research

🤝 How cross-promotion can help brands boost regen ROI

🧪 What we can apply from the proliferation of probiotics

🛒 Why retailers have to help drive high-level awareness

💪 How linking regen to nutrition is the biggest unlock

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