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RE: The Creation Of A New Food Regime - Can We Find Sovereignty and Spirituality In Our Food System Once More? // Plus Photos From My Garden
@kevinwong, Gary Vaynerchuk once went on a 5 minutes rent on why our food will be de-centralized and why it will be inevitable. I should find the video, I even wrote the entire rant down so I won't forget.
That basically big agra won't be able to compete against homemade brands that are more focused on health, taste.. It's a long list of reasons he described. :) I'll look for it and post it here. :)
NIce.. would be interesting to get some insight :D
This is part of the talk that I've typed down:
“A direct to consumer is inevitable, the problem is the following, big brands like Dove or Pepsi can’t go to direct to consumer because Costco and Wal-Mart and Tesco will say: What are you doing? You are not cutting us out.
And so, the second these companies show a move to wanting to do direct to consumer, the big retailers are gonna drop their product from N-caps to the bottom shelf or kick them out of the store, which then would affect them in a 90 day period because their sales will collapse, which then would make their stock price collapse because they are basically caught in what is called channel conflict, they can’t do it.
So, what’s gonna happen? Here’s what’s gonna happen:
India, or her mom are gonna invent the best peanut butter that you’ve ever tasted and they gonna start going direct to consumer, and they are gonna sell on Instagram and Snapchat and Facebook and quietly but surely because that’s where the attention is, all of the sudden their businesses are gonna start doing forty millions not four, or 1,4 or not four hundred thousands, and then what’s the best peanut butter these days?
Let’s use the soda analogy, then Coke and Pepsi are gonna say what’s this new craft soda? That’s driving real volume and then we’re gonna be stuck, because they are gonna be squeezed from both sides, they are going to be squeezed from up-and-coming entrepreneurs that now know how to scale using things like Uber, Postmates or whatever channels of distribution, and use social media for awareness, and they are going to be pressed from the retailers for them not to do the same”.
Echoing @rinmann's comment, I want to see the video too, I hope you can find it! Super interesting analysis, I've never heard that perspective before, but it makes sense and we are already seeing such a shift towards decentralization from big agra to homemade brands!
find that video! I want to see it