Because we need to know everything about where our food is from and what is in it, scientists are hard at work developing ways to measure everything from exactly where a coffee bean was grown to whether that mozzarella is made from cow's milk.
When supersecretive agriculture giant Cargill decided to attack the no-calorie-sweetener market dominated by Sweet'N Low, Splenda, and Equal, it sent its best marketers and scientists to basement war rooms and covert labs. Only now can the inside story of Truvia -- and its unlikely success -- be told.
The viral video of a cat on a trampoline often seeks nothing more than the bragging rights of the number of views that it generates. In contrast, well executed brand-based social media campaigns strive to raise consumers' awareness and improve brand opinion--while driving trial and conversion.