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Food eVangelists

Oct 24, 2016

Recently, I read an interesting article about a new class of consumers called “Food eVangelists” – individuals that, day to day, ask challenging questions based on their concerns regarding the food industry. The term was first coined by Ketchum, an American worldwide public relations firm, and presented at the NAMA (National Agri-Marketing Association) conference back in September. The typical “Food eVangelist” is an individual that is social media savvy and tends to engage online at least four plus times per week, according to Ketchum. They ask interesting and challenging questions since they have deep concerns about the food industry. In Ketchum’s made it clear in their NAMA presentation that these individuals are passionate about the food they eat, but not considered the same as activists (food advocates) who tend to protest (e.g., animal rights).

Some interesting characteristics about “Food eVangelists” are as follows:

  • Initially, back in 2013, the group was primarily composed of Millennials, married with children, but now only account for half of the group while the other half is 35+.  The demographic split among males and females is 50/50. For food-related information, they look to their family, friends, chefs, food media/journalists and regulatory groups. The typical “Food eVangelists” tends to click and share everything!

Given the power of social media, our team here at Custom Culinary® is very cognizant of the preferences and attitudes of consumers as it relates to food – sourcing, labeling, ingredients, etc. We share the insights we gather with our customers so they can deliver menu solutions that meet the needs of their guests. “Food eVangelists” might be a new form of consumer segmentation, but long-term we believe everyone is going to be better informed about the food they eat - thanks to the information exchange on the Internet. The key? Be True to the Food.   

Joe Beitzel

Joe Beitzel
Director of Channel Marketing
Custom Culinary, Inc.

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