AgInnovation 2019: Targeting the Californian Conscious Foodie – Hugh Good
Channel: Beef + Lamb New Zealand
Date: 2019-06-19

In this presentation B+LNZ's Hugh Good shares the development process of consumer understanding underpinning the launch of the Taste Pure Nature brand in California; from the initial global segmentation, to consumer ethnography, to brand and message localisation, to live test and learn.