Forever Green Initiative, University of Minnesota | Brand Awareness Strategy
From Field to Foodservice: Building Awareness for Kernza
the IN take
At IN Food, we often partner with long-established brands to help them evolve by refreshing websites, launching new products, and preparing for what’s next. With the potential to make a meaningful impact on the food system, Kernza offered a unique opportunity to share the story of how this small grain had such outsized benefits.
opportunity
Unlike traditional annual grains, Kernza is a perennial plant that grows for multiple years without plowing and replanting. It establishes a deep root system that improves soil quality, prevents water pollution, and sequesters carbon. The grain itself creates delicious and nutritious food and beverage products.
approach
To encourage key B2B segments to use Kernza in their consumer food and beverage products, we elevated their website and created engaging, audience-specific marketing tools to communicate everything Kernza has to offer.
services
Brand Guidelines
Insights Discovery
Photography
Recipe Development
Website Mapping
Marketing Materials
Kernza serves many audiences with the potential for each to use the grain in different ways. We created focused materials that make its unique benefits clear and actionable for food formulators, brewers, farmers, and chefs.
Turning Interest Into Action
To help bakeries, brewers, restaurants, and other operators confidently bring Kernza into their operations, we developed clear usage guidelines alongside consumer-facing point-of-sale materials that make it easy to communicate the value of Kernza.
Bringing Kernza to Life on the Plate
To showcase how Kernza performs in real-world applications, we planned and shot original photography that highlights its versatility and visual appeal.
IN Food delivered exceptional project management throughout a lengthy, evolving project—staying on top of every detail with clear, timely communication. Their cohesive, positive team is talented, kind, efficient, and brings deep food-industry expertise.
Product and Market Development Specialist, UMN Forever Green Initiative
