Welcome to episode 3 of the Why People Buy podcast. A show about customer motivation in food & beverage, and why people buy (or don’t) the products that end up in the pantry or fridge. Hosted by Seth Waite, buyer psychologist.
Episode Summary
“More bang for your bite.”
In this episode, Seth Waite interviews Andrea Schwenk, the Chief Marketing Officer of Egg Life, discussing the motivations behind consumer choices in the food and beverage industry. Andrea shares the origin story of Egg Life, her role in the company, and how they are innovating traditional food products by using eggs instead of flour. The conversation delves into consumer insights, emotional connections with the brand, and the evolving trends in the protein market. Andrea emphasizes the importance of understanding consumer psychology and the need for brands to adapt to changing preferences while maintaining a strong emotional resonance with their audience.
Visit: Egglife
Connect: Andrea Schwenk
Chapters
“Egglife is like a swiss army knife.”
00:00 Introduction to Egg Life Foods and Andrea Schwenk
02:47 The Origin Story of Egg Life Foods
05:10 Andrea’s Role and Day-to-Day Responsibilities
08:20 Consumer Insights and Product Versatility
10:52 Expansion into Pasta and Consumer Use Cases
13:42 Understanding Customer Experience and Feedback
16:19 Shifts in Consumer Demographics and Preferences
19:00 The Protein Renaissance and Marketing Strategies
21:36 Building a Brand in a Competitive Market
24:24 Final Thoughts and Key Takeaways
