What does a successful multi-channel strategy in the food and retail industry look like? This question was asked by around 70 participants and experts from the corporate, startup & VC sector at the Food Tech Meetup on 11 June 2019 – organized by Hungry Ventures and Project A.
The exchange was stimulating and the content exciting. The discussion covered a wide array of topics, ranging from the importance of retail, direct-to-consumer approaches and the transformation of target groups to successful multi-channel cases. There was also enough room for the participants to discuss their opinions in the subsequent networking with the experts and to develop interesting concepts.
- Inga Steuwe from Edamama Foods showed how to create real added value for retailers and how to successfully distribute pasta made from 100% organic beans through a smart combination of online and offline measures.
- Heiko Butz and koawach – the fair trade caffeine cocoa – presented how new product ideas can be generated through online channels, how to start cooperations, how advertising works for traders and how customer insights can be gathered.
- Denis Ehlicker from Spryker spoke about the future of trade and presented examples of successful multi-channel approaches.
The Food Tech Meetup panel with Florian Heinemann from Project A Ventures, Volker Weinlein from Katjesgreenfood & Katjes International GmbH & Co. KG, Benjamin Seer from Hummingbird and Torsten Arnold from HUNGRY VENTURES discussed the dynamics and potential that the interaction of online and offline strategies in the food sector offers.
What we take away from the Food Tech Meetup
- Retail is still a relevant, and in many cases, the most important distribution channel.
- Companies should create added value for retailers and consumers, for both their product and the services connected to it.
- Target groups are irrelevant – the focus should lie on interaction groups. Here it is necessary to reduce the distance and build up interaction.
- Online channels are suitable for direct customer interaction, for increasing your own business intelligence and for building up positive brand perception.