On Earth Day and the first warm day of spring, I had a delightful conversation with Joy S. Cho from Food & Wine at the UWS Salt & Straw, while also racing to eat a melting ice cream cone (equal parts stressful and delicious).
We talked about the history of upcycled foods within the consumer environment and how this movement can be tricky to sum up, as each upcycled food has it’s own unique background.
Even beyond this, marketing in this space can be a heavy lift! It takes the balance of standard taste/nutrition messaging with the origin story that’s almost always behind the scenes of our big and complex food system.
At the end of this conversation, I realized not only was there an unreasonable amount of chocolate on my face, but that partnerships like this, with scale and storytelling power, are one of the few ways we can truly weave these unique stories together.
Salt & Straw did another world class job with this year’s Upcycled Food Series, and I’m just grateful to have played a small part.
