Food Business News - February 2, 2021 - 33

more, " said Michelle Lorge, vice president of marketing for
Simple Mills, Chicago, when explaining the difference between
working with a big company and a startup. " We basically hire
our customers by asking them what they think. We need to get
information anywhere we can to gain insights. You need to learn
your market and adjust. "
A startup company's team must be a group that eats, drinks
and works late together. They must be respectful of all players.
Most startups have little or no marketing dollars, so it should be
used wisely and properly managed.
" We invest in influencers because we can better control our
message, " Ms. Lorge said. " Everyone needs to be on the same page.
Working through others will help you reach more consumers. "
Ms. Hagan described " the scrappy ways to get the data
you need on a small business budget. " In-store sampling and
high-volume events (with trade shows being an example) are
two of the best ways to get cheap data. Unfortunately, neither

Winter wheat conditions appear
very good in the Central states
Only Illinois among the Central states provided an
update of soft red winter wheat condition last week,
but it suggested the crop was faring well in the region
thus far this winter. The USDA Illinois office said
winter wheat condition as of Jan. 24 was 65% good to
excellent, 24% fair and 5% poor to very poor, compared
with 50%, 25% and 25%, respectively, at the end of
December.

GONANAS

In contrast, hard red winter wheat condition slipped in some key states, including
Kansas, Colorado and Nebraska.

GoNanas founders Annie Slabotsky, left, and Morgan Lerner had to shift
their focus to retail after the pandemic started.

have been options this past year, and likely will not be in 2021.
Sampling is key to purchase, said Eric Loper, vice president
and general manager of Live Real Farms, St. Paul, Minn., a brand
owned and managed by Dairy Farmers of America Inc. (DFA),
Kansas City, Kan. The company introduced Dairy Plus Milk
Blends in select Midwest retailers in late 2019. The refrigerated
beverage combines lactose-free dairy milk with almonds or oats.
The pandemic prevented in-store sampling. The company
learned many consumers were reluctant to try anything new during
uncertain times, making the first year even more challenging than
expected for DFA's new brand. Learnings over the past year now
have the brand pivoting with its messaging and target consumer.
This is the type of consumer information that does not
come from the gut. Ms. Hagan said startups looking to collect
data with minimal cost should use free survey sites.
Develop about 10 questions " to get quick answers to some
of your burning questions to help you make better decisions
for your business, " Ms. Hagan said. " Keep the survey short to
prevent fatigue.
" Review the results and be open to feedback, whether
positive or negative. Don't be defensive. Be ready to retest the
product to see if you have moved the needle. " FBN

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Donna Berry
editor@sosland.com
The author is a contributing editor for Food Business News and a principal in the firm Dairy and Food Communications, Inc. Her website address
is www.berryondairy.com.
February 2, 2021

www.mennel.com/xpress
sales@mennel.com | 800.688.8151 x95273
Food Business News

33


http://www.mennel.com/xpress http://www.berryondairy.com https://twitter.com/mennelmilling?lang=en https://www.linkedin.com/company/the-mennel-milling-company/ https://www.facebook.com/MennelMilling/

Food Business News - February 2, 2021

Table of Contents for the Digital Edition of Food Business News - February 2, 2021

Food Business News - February 2, 2021 - 1
Food Business News - February 2, 2021 - 1
Food Business News - February 2, 2021 - 2
Food Business News - February 2, 2021 - 3
Food Business News - February 2, 2021 - 4
Food Business News - February 2, 2021 - 5
Food Business News - February 2, 2021 - 6
Food Business News - February 2, 2021 - 7
Food Business News - February 2, 2021 - 8
Food Business News - February 2, 2021 - 9
Food Business News - February 2, 2021 - 10
Food Business News - February 2, 2021 - 11
Food Business News - February 2, 2021 - 12
Food Business News - February 2, 2021 - 13
Food Business News - February 2, 2021 - 14
Food Business News - February 2, 2021 - 15
Food Business News - February 2, 2021 - 16
Food Business News - February 2, 2021 - 17
Food Business News - February 2, 2021 - 18
Food Business News - February 2, 2021 - 19
Food Business News - February 2, 2021 - 20
Food Business News - February 2, 2021 - 21
Food Business News - February 2, 2021 - 22
Food Business News - February 2, 2021 - 23
Food Business News - February 2, 2021 - 24
Food Business News - February 2, 2021 - 25
Food Business News - February 2, 2021 - 26
Food Business News - February 2, 2021 - 27
Food Business News - February 2, 2021 - 28
Food Business News - February 2, 2021 - 29
Food Business News - February 2, 2021 - 30
Food Business News - February 2, 2021 - 31
Food Business News - February 2, 2021 - 32
Food Business News - February 2, 2021 - 33
Food Business News - February 2, 2021 - 34
Food Business News - February 2, 2021 - 35
Food Business News - February 2, 2021 - 36
Food Business News - February 2, 2021 - 37
Food Business News - February 2, 2021 - 38
Food Business News - February 2, 2021 - 39
Food Business News - February 2, 2021 - 40
Food Business News - February 2, 2021 - 41
Food Business News - February 2, 2021 - 42
Food Business News - February 2, 2021 - 43
Food Business News - February 2, 2021 - 44
Food Business News - February 2, 2021 - 45
Food Business News - February 2, 2021 - 46
Food Business News - February 2, 2021 - 47
Food Business News - February 2, 2021 - 48
Food Business News - February 2, 2021 - 49
Food Business News - February 2, 2021 - 50
Food Business News - February 2, 2021 - 51
Food Business News - February 2, 2021 - 52
Food Business News - February 2, 2021 - 53
Food Business News - February 2, 2021 - 54
Food Business News - February 2, 2021 - 55
Food Business News - February 2, 2021 - 56
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