Plant Powered Podcast Episode 2: Interview with Sandra Nomoto, Vegan Communications Expert & Author
When I became a vegan in 2019, I was the only vegan I knew in my social circle and family (in fact...still am!). This became an issue. I quickly realized how amazing this lifestyle is, and I wanted to tell everyone.
I started to understand why someone would run up to people and say: "Hi my name is Katie and I'm a vegan!!!!!!" ::does Lisa Simpson dance:: immediately upon meeting people (thus proving the "How do you know you're talking to a vegan? Don't worry, they'll tell you!" meme 100% accurate).
Look - I didn't want to be that person, even though every ounce of my soul wants me to be that person. I decided that I love my friends and family too much and still wanted to be invited places.
So, what did I do instead? I started an Instagram page. I didn't tell anyone about it. I just started posting about different recipes I was trying, tips, inspiration, and started to build a library of content about the benefits of plant-based eating.
An amazing thing happened: I started to connect with (seriously connect!) with like-minded people from all over the world!
I'm not alone in feeling this sense of community. Rey Ortega of Sun Flour Baking Co. and I discussed the welcoming nature of the natural foods/plant-based community on the first episode of the Plant Powered Podcast.
When I'm able to travel again (currently quite busy with the twins), no matter what continent I visit, I'll have people I can DM and say "Hey, where's the best place to eat? Would you like to meet there?" I can't wait!
Today I'm thrilled to link you to the Plant Powered Podcast Episode 2 with another great connection made via Vegan Instagram!
Based in Vancouver, Canada, Sandra Nomoto is a self-described "ethical marketer and book whisperer," but she's also an award-winning communications professional and author.
Sandra provides marketing services to vegan companies and offers coaching, ghost writing, editing, formatting, and marketing services to authors. You can see her full list of services here. She also has a blog series that covers vegan marketers all around the world (as a marketing and comms nerd, I love this!).
She wrote the world's first (and currently only) vegan marketing book, Vegan Marketing Success Stories, which came out in 2022. I've been reading this book and it's such a helpful resource as I start to grow my own brand in the space.
She also has a newsletter, which you can sign up for on her website.
On this podcast we get into:
- How an intuitive reading inspired her to publish the world's first and only vegan marketing book.
- Her journey to becoming vegan and the documentary that deeply impacted her.
But wait! There's more!
I couldn't have a marketing and comms expert on without getting a little "inside baseball" on the topic!
We talk:
- Vegan products, commercials and advertising (we mention the new Impossible Foods campaign where they spoof a holiday movie)
- The only two vegan companies that have ever had Super Bowl commercials (FYI: this year is Super Bowl 56)
- The amazing sales increase a steakhouse had when they introduced more vegan options
- And a discussion around terminology. Is it "plant-based" or "vegan"? How does terminology play into the marketing aspect of vegan foods, especially for omnivores?
Bonus: Sandra's Tip for Vegan Entrepreneurs
I did edit the podcast for time but wanted to share this.
There's so much opportunity and innovation in this space at the moment. Here's Sandra's advice on where to begin:
"One great place to start is in the vegan Facebook and Linkedin groups [...] starting with the vegan community is a great way to go. That's how Beyond Meat really grew. Vegans were buying their product!"
She also suggests that you create a profile of your target vegan and omnivore customer. This not only helps to grow your business but helps grow the number of people making more plant-based choices!
"What does your target customer look like outside of the vegan community? That's how we spread the message, and that's how vegan companies grow. We need omnivores to buy our products and services too!" - Sandra Nomoto, sandranomoto.com
Comments