For years, I conducted anthropological and quantitative research into the category-specific motivations for trading up to premium food and beverage brands. There is no one reason consumers enter this space. It is all about category trends and drivers. Know those, and you have the levers to achieve above average growth.
I keep up to date on major and minor developments in the food and retail sectors, so you don't have to. I also understand the variables that separate the fast growers from the slow growers among food start ups. Category context is the most overlooked variable. I know how to deconstruct category growth, relevant consumer trends and apply them to your business.
While getting on the shelf is obviously critical to a brand's survival, it is important not to over-estimate the power of specific go-to-market variables like sales at the expense of others. My professional consulting experience has taught me never to prioritize any one marketing lever as dogma. I will evaluate your business holistically against all 4 Ps.