I've Missed You Australia

I’ve Missed You Australia

It was so nice to be back in Australia during July! Being previously based in Sydney, many of Green Purse’s clients are in Australia and it's a place I absolutely love! It’s been years since I was last in Australia due to the pandemic days, so this recent visit felt even more special. This trip was for my client, Land to Market, to support their expansion into the Australian market.

Below are some photos showing a visual recap of my recent trip. Some highlights include farm visits — meeting Aussie graziers and farmers that are working to improve environmental health through regenerative agriculture. We also met with companies looking to source materials (like meat, leather, wool, etc) and Land to Market verified regenerative products from the Land to Market member base. In addition to work, I managed to make time for spotting some pretty views and lots of delicious food & drink.

The Australian market continues to be a major focus for myself and Green Purse PR. We work with many of Australia’s leaders in agriculture, red meat, wine and honey. Australia has a lot to offer the world in terms of natural and organic products. I'm keen to help Australian companies be successful in the American market by helping them better understand the market and their consumers. Learn more about our experience with other leading Australian companies (like Meat & Livestock Australia) and research capabilities here and contact me if you're keen to learn more. 

- Lisa Mabe, CEO of Green Purse PR

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Curious to know what American women think about products from Australia?

Watch this video Green Purse produced, featuring our shop-along research.

Marketing Third Party Labels to Consumers

Marketing Third Party Labels to Consumers

Best practices to leverage certifications at the retail shelf

Certifications go a long way to assure consumers and B2B customers of product quality, brand value and commitment to trust. Third party labels or trust marks, like USDA Certified Organic, Non-GMO Project Verified, Fair Trade Certified or Global Animal Partnership Animal Welfare Certified, are growing. According to the New Hope Network’s NEXT Trends Database, there is a 34% growth in the number of food and beverage products earning certifications. Similarly, data collected from Natural Products Expo 2019 reveals that 78% of new food and beverage products launched carried one or more certification type, and half of all food and beverage products exhibited carried two or more certification types.

I’ve conducted shopper research and manage public relations for labeling programs. As a result, I’ve created some recent thought leadership content on the topic of marketing third party labeling programs to consumers. See the links below, including a podcast and some articles, along with one slide from my presentation during a speaking engagement at the 2019 SupplySide West Show in Las Vegas. Whether you work directly for a labeling program or are a brand that has earned certifications, you’ll likely find some insights below to help your consumer marketing program.

Insights on certifications & labeling programs

• Natural Products Insider | Get more from your third party certifications www.naturalproductsinsider.com/certification/get-more-your-third-party-certifications

• Natural Products Insider | Claims and certifications: What do they mean and who cares? www.naturalproductsinsider.com/claims/claims-and-certifications-what-do-they-mean-and-who-cares

• Natural Products Insider | Exploring claims & certifications from the consumer perspective www.naturalproductsinsider.com/branding-marketing/exploring-claims-and-certifications-consumer-perspective

• Natural Products Insider Podcast | The impact of third-party certifications on shopping behaviors – podcast www.naturalproductsinsider.com/certification/impact-third-party-certifications-shopping-behaviors-podcast

How is your brand communicating that your products are better because they have third party labels?

Hungry for more? Set up a 1-hour virtual consult with Green Purse PR at →→→ www.greenpursepr.com/consult and we'll share our proprietary list of eight best practices + you'll come away with a plan to better communicate the value of your labels to consumers.

- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR

SPEAKING ENGAGEMENT | LISA SPEAKING AT SUPPLYSIDE WEST, LAS VEGAS OCT. 17

Speaking Engagement | Lisa Speaking at SupplySide West

We are excited to announce that Green Purse PR Founder & CEO, Lisa Mabe, will be sharing her expertise at the trade show and conference, SupplySide West on October 17th in Las Vegas, Nevada.

CPG manufacturers, marketers and formulators rely on SupplySide West when searching for their next innovative ingredient. More than 17,000 people will attend SupplySide West -- companies in the global dietary supplement, functional food and beverage, personal care, and sports nutrition industries to drive their innovation, growth and profitability, with input from purchasing, R&D, product development, executive management, marketing, compliance, supply chain management, QA/QC and more.

Lisa will be participating in the workshop, Claims & Certifications: What Do They Mean and Who Cares? taking place Thursday, Oct. 17 from 9 - 11 AM.

Plan to join us if you are attending the trade show. If you are interested, but cannot attend the event in person, follow the dialogue online by using the hashtag, #SSWExpo. Follow Lisa on Twitter @LisaMabe and the conference at @supplyside; both will be tweeting from the show.

Stay tuned on our speaker page for other upcoming speaking engagements. 

Webinar May 15th with the Specialty Food Association | Register for 'Understanding Millennial and Gen Z Shoppers'

Webinar May 15th with the Specialty Food Association | Register for 'Understanding Millennial and Gen Z Shoppers'

We’re excited to partner with the Specialty Food Association to bring the specialty food industry fresh insight into younger generations of shoppers.

Join Green Purse PR’s CEO, Lisa Mabe-Konstantopoulos, for an in-depth look at how Millennials and Gen Z shoppers are learning about, shopping for, using and sharing specialty food products.

Lisa will share some valuable insights from the qualitative research (shop-alongs) she’s recently conducted with Millennial and Gen Z shoppers, as well as examples of other makers who are successfully connecting with young shoppers. Come away with practical insights makers can use in their own specialty food businesses to better understand your shoppers and how best to communicate with them.

The webinar will address these questions and more:

• How well do you know your younger consumers?

• How can I find who my “tribe” or most passionate consumers are/will be?

• How are other makers effectively reaching younger consumers?

• What should I be doing now to better understand my company’s young shoppers?

Date: Wednesday, May 15, 2019

Time: 2:00pm EST (USA time)

Register on the Specialty Food Association’s website here → → → https://bit.ly/2J3GMIb.

Good to be back in Sydney, Australia

Green Purse PR's Lisa Mabe Back in Sydney

It was so nice to be back in Sydney during June to speak at conferences and meet with some of Green Purse PR's clients. Being previously based in Sydney, many of our clients are in Australia and it's a place I absolutely love. 

Below are some photos showing a visual recap of my recent business trip. Highlights of the trip included speaking about marketing to millennial consumers at the Naturally Good Business Summit, and Naturally Good Expo / Fantastic Food + Drink Show. More on those trade shows + links to my presentations here.

While there, I toured some of the local grocery stores, and visited some of my old stomping ground. Have a look at some of the grocery stores we visited here:

• About Life in Crows Nest, Sydney

• Fourth Village Providore in Mosman, Sydney

• Woolworths in Crows Nest, Sydney

The Australian market continues to be a major focus for myself and Green Purse PR. Australia has a lot to offer the world in terms of natural and organic products. I'm keen to help those companies be successful in markets like the USA, Middle East and Asia. Learn more about our expertise and capabilities here and contact me if you're keen to learn more. 

- Lisa Mabe-Konstantopoulos, Founder, Green Purse PR

Curious to know what women in the USA think about products from Australia?

Watch this video I produced, featuring our shop-along research, for the Naturally Good Expo.

Speaking Engagement | Lisa Speaking at SupplySide West, Las Vegas Sept. 26

We are excited to announce that Green Purse PR Founder & CEO, Lisa Mabe, will be a speaker at the trade show and conference, SupplySide West September 26, 2017 in Las Vegas, Nevada.

CPG manufacturers, marketers and formulators rely on SupplySide West when searching for their next innovative ingredient. More than 15,000 people will attend SupplySide West -- companies in the global dietary supplement, functional food and beverage, personal care, and sports nutrition industries to drive their innovation, growth and profitability, with input from purchasing, R&D, product development, executive management, marketing, compliance, supply chain management, QA/QC and more.

Lisa's session, How Millennials Are Transforming Modern Marketing, will focus on how health-conscious Millennials think, behave, buy and share. The session takes place Tuesday, September 26 at 9 AM.

For more details on the panel presentation, click this link. Also listen to this new podcast from Natural Products Insider where Lisa previews some insights on millennial women that she will share at the workshop at SupplySide West. 

Plan to join us if you are attending the trade show. If you are interested, but cannot attend the event in person, follow the dialogue online by using the hashtag, #SSWExpo. Follow Lisa on Twitter @LisaMabe and the conference at @supplyside both will be tweeting from the show.

Stay tuned on our speaker page for other upcoming speaking engagements. 

What do American women think about products from Australia & New Zealand?

Watch health-conscious American women tell us their impression of products from Australia and New Zealand

For companies keen to export to the USA, it's critical to understand the retail landscape and how consumers shop for products in their category. Before coming to Sydney to speak at the Naturally Good Expo, we crafted a short film featuring 'woman-on-the-street' style interviews.

We specifically targeted health-conscious women, asking them about products like fresh beef and lamb, as well as baby products, body care and healthy snacks. Watch the video below.

We regularly conduct shop-along research with female shoppers around the world. Our clients (and their retail customers) value the insights and practical recommendations we garner as a result of shopping with women who already shop at retail stores where our clients' products are sold.

We know Australia and New Zealand have a lot to offer consumers at home and abroad. Both countries have exceptional reputations for producing high quality, clean and green products that appeal to those looking for healthier options. The better you understand your shoppers, the more successful you can be to serve up the right kinds of marketing content at the right times and in the right places.  

Contact us to learn more about our shop-along research and how we use shopper insights to build and execute successful consumer-facing PR and social communications programs. 

Recap of Naturally Good Expo in Sydney, Australia

Download my presentations from Naturally Good Expo

I just wrapped up several days at the Naturally Good Expo and Business Summit here in Sydney, Australia where I spoke to some of Australia and New Zealand's leading natural products and retail companies. During the conference and trade show, I spoke about marketing to health-conscious women, mums and millennials. 

While the sessions were not recorded, I have published my presentations online (see form below at the end of this blog post) for you to have a look at, as well as the video that I produced for attendees of Naturally Good Expo. 

As you may already know, I've gotten to know the market here well (I used to be based in Sydney,) am here a few times per year, and am particularly passionate about helping market products from this region to overseas consumers, in places like the USA, Canada, the Middle East and parts of Asia.

For those focused on exporting, getting a good distributor and onto retail shelves or online is NOT enough to be successful in places where you have little to no brand awareness. My consultancy, Green Purse PR, works with companies in Australia and New Zealand to help them understand their shoppers (through our shop-along research) and work on public relations and social media marketing programs to connect directly with health-conscious shoppers.

We support clients with research, strategy and executing ongoing public relations programs. For those who may just be after some initial direction, ideation, training or feedback, we also offer consulting, including one-hour, virtual consult sessions to get you headed in the right direction. 

If you're keen to create more awareness and drive sales at retail or online, contact us. Happy to have an initial chat about our expertise and services, as well as learn where your products are sold, who your target consumers are and what we can do to help you engage with shoppers and drive sales. 

Please fill out this form for access to both of my presentations (Get In Her Trolley & The Next Generation of Shoppers) from Naturally Good Expo. If you are unable to fill out the form, email me at lisa {at} greenpursepr.com and I'll send directly to you. Cheers!  - Lisa, CEO of Green Purse PR

Get in Her Trolley | Presentation + Video from Naturally Good Business Summit

For those who attended Naturally Good Expo's Business Summit in Sydney, view Lisa's presentation, 'Get In Her Trolley,' and accompanying video below.

Fill in your contact information in the form below and press 'submit' to receive a link to our presentation.

We're happy to chat to you about the value of getting to know your female shoppers, in the Australian market, as well as in export markets like the North America, Middle East and Asia. Contact us to learn more about our shop-along research service.

Green Purse PR's Lisa Mabe to Keynote Naturally Good Business Summit in Sydney

Green Purse PR's Lisa Mabe to Keynote Naturally Good Business Summit in Sydney

We are excited to announce that Green Purse PR Founder & CEO, Lisa Mabe, will present the keynote address at the Naturally Good Business Summit in Sydney, Australia 2 June, 2017 at 9:00 AM.

The Naturally Good Business Summit is a growth strategy event that aims to push businesses to the next level. The one-day forum will fuel strategic thinking, business development and industry connections.

Lisa's keynote, Get in her trolley: Global insights for connecting with women shoppers, will cover:

• Looking into the shopping trolleys of women
• The importance of understanding how women shop
• How retailers and brands can engage women in stores and online

Women are the fastest-growing economy in the world, influencing 90 per cent of purchasing decisions and driving the global cultural shift towards cleaner, greener, healthier products for themselves and their families. If companies with healthy products want to succeed in this evolving marketplace, they must win with women.

But how do you influence purchasing decisions and what makes women choose one product over another? Who are the key segments you should be connecting with to sell healthy products? Attend Lisa's keynote presentation to find out.

For more details on the Business Summit, click here.

Plan to join us if you can. Otherwise, follow the dialogue online by using the hashtag, #NaturallyGoodExpo. Follow Lisa on Twitter @LisaMabe as she will be live tweeting from the event.

In addition to the Business Summit, Lisa is also speaking a few days later at the Naturally Good Expo. There, Lisa will discuss marketing to health-conscious Millennial shoppers. More on that here.

Lisa is CEO of Green Purse PR, a boutique research and public relations consultancy based Washington, DC. Lisa is an award-winning public relations expert with recognized expertise in social communications and marketing to women. Lisa has over 12 years experience working with leading companies around the world, including Australian companies like OBE Organic and Changing Habits. Lisa was previously based in Sydney, and is often in the region servicing clients throughout Australia and New Zealand.

Want to connect with Lisa ahead of the Summit? Contact her via this form.