FRESH Communications

Today’s news landscape is crowded, and it is getting harder for brands to grab a share of voice in earned media coverage. While creativity and connections continue to be the backbone of PR, a new component is emerging as critical for success in this competitive terrain: targeted expertise. Establishing trust in the market is challenging for food brands, as the slightest inaccuracy can cause confusion and consumer backlash. Trust, especially between health-conscious consumers and better-for-you brands, is built by credibility and meaningful connection.

FRESH Communications, a women-owned PR and communications agency, has shifted the paradigm of media relations to leverage the unique expertise of registered dietitians. Led and staffed by nutrition marketing experts, FRESH specializes in growing better-for-you food, beverage, and lifestyle brands. Their clients, vying for the attention of wellness-minded consumers, range from consumer-packaged goods to agricultural technology to entire farming sectors.

“Our agency was built on the premise that credibility is crucial, and consumers are seeking more information about their food than ever before. However, very few brands or agencies are harnessing the expertise of registered dietitians,” says Stephanie Ferrari, MS, RDN, co-founder of FRESH Communications. “Our agency fills that gap and gives brands access to dietitian-led strategies and messaging, which in turn builds trust with consumers.”

Consumers are overwhelmed by “healthy” products and wellness trends. The volume of options combined with confusing labels and constantly evolving science makes it difficult to keep up. FRESH Communications’ public relations campaigns are designed to inform and simplify food purchasing decisions. This approach starts with an intimate knowledge of the products and focuses on audience values and priorities.

“Our education-based PR campaigns clearly illustrate how a product supports consumer wellness and lifestyle goals,” says Sheri Kasper, RDN, co-founder of Fresh Communications. “Brand growth starts with value-alignment.”

Food brands often struggle to connect brand awareness efforts to product access, whether that is in-store, online, or direct-to-consumer. One-way FRESH Communications navigates these challenges is by pairing PR strategies with targeted influencer programs focused on key partners, such as health professionals, topic area experts and culinarians, as well as retailers. These programs drive awareness of products at stores, support retailer relationships, and reveal new consumer audiences. This integrated approach helps the agency’s clients expand within and enter stores across the US.

FRESH’s work with an erythritol-based sweetener is a prime example of the agency’s education-focused approach. At the start of their engagement, erythritol was a misunderstood ingredient. Consumers either did not understand it or, in some cases, feared it. Using a combination of public relations, social media, and content strategies, FRESH successfully shifted the conversation around erythritol. Their dietitians worked with media, influencers, authors, and celebrities to help consumers recognize erythritol as a safe, natural ingredient that supports several major diet trends. This resulted in an exponential increase in brand awareness and loyalty. A few years later, the brand was acquired, and today FRESH Communications remains the client’s valued partner and represents several brands under the new parent company.

As consumers are becoming more educated about the quality of their food, brands are under increased pressure to understand the values that drive purchasing behavior and communicate product attributes accordingly. This requires an intimate understanding of how a product supports the lifestyle of the target audience. Historically public relations agencies represent a variety of sectors. Could credibility-centric public relations be the next wave? It might just be the most impactful and cost-effective approach for better-for-you brands.