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Nick Budden

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I'm an innovation strategist on a mission to create $500MM in healthy, sustainable food innovation by 2030 in support of the United Nations' SDGs. It's a blend of food innovation, brand strategy, consumer insights, and environmental & social impact work. ➤ Who I Help: ✓ Entrepreneurs: co-founders | bootstrapped startups | investor-backed scaleups ✓ Intrapreneurs: purpose-driven brands in the food & beverage and CPG industry ➤ Where I Started: ✓ In-house brand management / strategic marketing for... ✓ Unilever (Popsicle, Klondike, Hellmann's, Best Foods) ✓ Yum! Brands (KFC) ✓ Wells Enterprises (Blue Bunny) ➤ What I Do: ✓ Food Innovation: product-market fit | category extension | category creation | brand stretch | whitespace mapping | platform innovation | portfolio architecture | competitive landscaping | innovation process design | concept writing ✓ Consumer Insights: concept testing | consumption data analysis | qualitative research | focus groups | interviews | ethnography | consumer journey mapping | workshop facilitation | research vendor referrals ✓ Brand Strategy: value proposition | brand positioning | brand purpose | social mission | vision | values | brand personality | brand archetypes | distinctive attributes | functional benefits | emotional benefits | brand key ➤ Why I Do It: 1) We need to accelerate our transition to a more sustainable food system. Today, global food production accounts for ~35% of emissions and ~50% of habitable land use, yet ~1/3 of the food we produce goes to waste. By 2050, there will be 10 billion people on this planet. They will need to eat. 2) We need to encourage people to make healthier choices with food. 1/3 of Americans are obese. Another 1/3 of Americans are overweight. Plant-based diets reduce the risk of heart disease, cancer, and stroke, and simultaneously improve our quality of life while we're here. 3) If the core skills of a marketer are behavior change & demand generation, and if the core function of innovation is to solve human problems, I can think of no better use of my time & talents than helping people make better choices with food -- both for themselves and for the planet we all inhabit. ➤ How I Do It: ✓ Values: growth, truth, freedom ✓ Strengths: learner, focus, achiever, analytical, significance ✓ Archetypes: creator, explorer, sage ✓ Enneagram: 5 (investigator), 1 (reformer), 8 (challenger) ✓ MBTI: INTJ (architect) If you're a founder, entrepreneur, investor, innovator, or strategist working to make the food world a better place... 🌍 read more: FlavorFwd.com 👍 let's connect!

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