Interview with: Agatha Achindu, Founder, Yummy Spoonfuls. Achindu is a keynote speaker at the marcus evans AmericaPack Summit 2018, in Las Vegas, Nevada, February 22-23.

1. Interview with: Agatha Achindu,
Founder, Yummy Spoonfuls
“Authenticity is key. Businesses must be
profitable, but customers – especially
millennials – are motivated by emotion
and connection. They want to feel that
we are making food out of love for their
babies – and we are! That is authentic-
ity. So it is not just about spending
money, it is about being a part of a
tribe, a community that is loyal and
committed for all the right reasons,”
according to Agatha Achindu, Founder of
Yummy Spoonfuls Organic Baby & Tots
Food. “When things get rocky, staying
true and authentic keeps you on track.”
Achindu is a keynote speaker at the
marcus evans AmericaPack Summit
2018, in Las Vegas, Nevada, February
22-23.
How are your marketing, branding
and packaging strategies inte-
grated? What makes a brand
experience holistic?
All parents want the best food for their
babies. We believe every child deserves
access to homemade food, but we know
that not all parents have the time to
cook from scratch. So we make it
exactly like they would, without any
hidden ingredients. Busy mums thank
us for that. They do not mind paying a
bit extra. They want packaging that is
recyclable and biodegradable, that will
not harm the planet.
Our company exists to meet our
customers’ needs and desires. By
putting your customers first, you build
trust. Some organizations lose
momentum because instead of
cultivating their tribe, they chase
trends. Again, it comes back to
authenticity – knowing your brand,
market and customer.
To be sustainable in the market, we
have to meet people where they are. It
does not matter how large our
organization grows, we have to make
sure our customers know that we have
their interests at heart.
Most buying decisions are emotional, so
we have to connect with our customers’
feelings. When the company is growing,
customers must feel that the changes
will benefit them, that your products will
get cheaper without compromising
quality.
Many companies do things differently
from what the market demands,
perhaps because they are entering new
markets, or for other reasons. They
think they do not have a choice. But
they do. They can stay authentic to
their base. Being authentic never fails.
When I first started, I used BPA free
clear cups so parents could see the
vibrancy of the food inside. Although
part of the packaging was recyclable,
we moved to paper cups, because our
customers wanted that. We want people
to see inside the pouches and cups,
because I cannot talk to people in the
stores. Packaging is a very important
tool. It can tell a story in a few seconds.
How do you connect with custom-
ers?
We host community events where we do
not sell anything! Mums come together
to discuss baby related issues. We
realized this was the biggest selling tool
we have. We instantly create 40 brand
ambassadors. Mums leave the room in
disbelief that the company’s Founder
just talked about baby wearing.
Large companies must realize that what
used to work before will not work with
millennials. Millennials want to see a
face, someone they can connect with,
and whose values they share. If they do
not share my values, they will not
understand why I do this. Social media
has made it easy for us to be in front of
customers. Companies can share a
video and instantly give a face to their
brand. Even large companies have a
mission, and they should not keep
customers guessing what it is. No
matter how large the company grows,
the front should always feel like a home.
Millennials want to know your why. It is
the cheapest thing to do, yet many
large companies do not do it.
Your baby & tots food can be found
in the frozen food aisle. How are
you changing consumer behaviors
and building awareness?
Forty percent of baby food in America is
homemade and we wanted to bring
those parents back into the store. We
make food just as they would, without
citric or ascorbic acid. Those parents do
not want food that has been on a shelf
for two years, sterilized and denatured.
We needed to ignite the conversation
that frozen food is good. Parents were
not used to seeing baby food in the
freezer aisle. We had to make people
realize that when they make food at
home, they freeze the leftovers. The
moment they connect the dots, they
start appreciating frozen baby food.
Next, we needed signage in the baby
section to direct people to the frozen
food aisle.
People do not want cheap food
anymore. It boggles my mind that as a
society we continue to feed babies food
that has no taste, little nutrition, traces
of arsenic, cadmium, BPA and nickel.
There is a demand for healthy and large
companies must move fast! Change is
inevitable and we have to be proactive.
Change is
inevitable
and we
have to be
proactive
Lessons from a CPG Startup:
How Yummy Spoonfuls is Changing Consumer Behaviors

2. About the AmericaPack Summit 2018
The AmericaPack Summit is the premium forum bringing elite buyers and sellers
together. The Summit offers FMCG packaging executives and suppliers and solution
providers an intimate environment for a focused discussion on how to win the battle
for market and mind share through packaging. Taking place at The Cosmopolitan of
Las Vegas, Las Vegas, Nevada, February 22-23, the Summit includes presentations
on propelling brand identity through packaging and design, sustainable packaging
best practices, developing functional, convenient packaging to satisfy the modern
shopper, and exploring the latest smart technology & labels.
http://americapacksummit.marcusevans-summits.com
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, case studies, roundtables and one-on-one business meetings.
For more information, please visit: www.marcusevans.com
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