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Pitching your story does not mean telling people everything about your product.

Yet many do. When you're close to what you've built — every detail, every decision, every reason it's better — it can all come out at once when given half a chance to talk about it.

The problem is, customers, buyers and distributors won't listen for more than a few seconds. And buyers have heard it all before. #sorrynotsorry

The consequence is real. Inconsistent, overloaded messaging erodes trust before a customer even picks up your product, makes ranging conversations harder, and means every new stockist, channel, or distributor feels like starting from scratch.

In episode 157 of the Foodpreneur with Chelsea Ford podcast, Jayne Gallagher and Helen Johnston from Honey & Fox, a specialist branding and marketing agency working with premium food and drink businesses, walk through how to fix it, including their framework for building the soundbites that become the foundation of everything your brand says and does.

Don't miss this episode — you'll learn: 

🎬 How to create a movie trailer, not an essay, for your brand story 

🗣️ The "and, but, therefore" structure for building soundbites that stop people in the aisle

🚫 The language trap that makes good brands invisible 

👁️ How inconsistency across your touchpoints kills consumer trust 

💡 Why you can't build your brand story alone and what to do instead

This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Jayne and Helen are also bringing their Brand Story Studio to Foodpreneurs Festival in May. Details are on the Foodpreneurs Festival website.

LINKS & RESOURCES:

• Honey & Fox website
• Episode 148 Marketing System for Food Brands: Clear, Consistent, Low Maintenance 
• Your Free Pitch Plan
• Grab Your Foodpreneurs Festival Ticket
• Chelsea Ford Co. Industry Newsletter

Season 16

Season 16, out now, is 'Planning Season' and is being presented by Foodpreneurs Festival - a must-attend event dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists, distributors and investors together under one roof.

Here’s why you should be there:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• ‘Brand Story Studio’ - 1:1 help with your messaging strategy - you'll leave with your founder story dialled in (THIS IS NEW!)
• ‘Distributor Lunch & Learn’ opportunity to speak directly with distributors about how they work and what they need you to do to work successfully with them.
• Opportunities to get recognised and get your brand in front of brand owners, buyers, media, industry specialists, distributors and investors.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

Schedule May 21-22 in your diary and click this link to see how you can be part of it.