• Brand Guide and The Greater Goods Partner

    to Help Better-For-You CPG Food Startups Build a Go to Market Launch Strategy

    Kristine Carey Of Brand Guide And Bernard Verkaaik Of The Greater Goods Food Business Consulting Bring Enhanced Expertise To CPG Brand Building And Go-To-Market Strategies For The Better-For-You Food Category.

    The duo of Brand Guide and The Greater Goods are helping startup companies to win consumers and build brand recognition in the better-for-you food category. The Greater Goods food business consulting team has developed the Go To Market Program which is a two-phased approach to launching a startup food business into the market. Phase one is brand positioning, creative development, and buyer validation. Phase two is the go-to-market strategy and launch plan.

    Brand Guide has partnered with The Greater Goods to provide branding expertise and work directly with the startup founders to align the companies with consistent and authentic messaging. The goal is to combine the entrepreneur’s passion for starting the business, product innovation, and relevant trends and consumer needs in the category.

    “We launched the Go To Market Program because of an influx of food startup inquiries in our business,” says Bernard Verkaaik, founder of The Greater Goods. “There are so many new and exciting food company introductions that we know we can help launch into North America. We support both Canadian and US markets and we are the starting point for grocery buyer validation and in-market launch. We are currently taking submissions to join the Go To Market Program.”

    Phase 1: Assessing Market Opportunity

    Buyer validation with brand positioning and mock packaging

    Phase 2: Go-to-Market Strategy

    Plan your launch with experts from Brand Guide and The Greater Goods

    “I’m am excited to share my expertise for brand building along with a strong roadmap for developing messaging and creative storytelling that connects with consumers,” said Kristine Carey, Founder of Brand Guide and Brandamentals Academy. “The Greater Goods Go To Market Program is an excellent guide to help startup and emerging brands launch into the natural, specialty, and conventional grocery markets.”

  • Success Stories

    The Greater Goods and Brand Guide work with food entrepreneurs to help them build their company from the ground up. Starting with purposeful alignment for the company's Vision, Values, Mission, and Unique Value Proposition. With the brand fundamentals crafted we develop the brand characteristics to bring the company and products to life.
    • Brand Positioning - authentic & consistent messaging
    • Mood Boards - confirmed visual personality direction
    • Mock Packaging - proof that the products are ready for primetime
    • Brand Presentation Slides - for buyer validation

  • Ademi

    “Kristine is an incredibly talented brand strategist and a wonderful person to work with. We’ve enjoyed the process of brand creation and strategy for the product that we are developing. There were a lot of good communication and creative sessions, helping us define our brand and create a vision that is meaningful. I definitely recommend Kristine for anyone who is looking for a world class brand strategist. Thank you Kristine!”

    Aidar and Aizhan Co Founders of Ademi

    Vision: We believe in living harmoniously with animal and marine life and promoting healthy plant-based alternatives for the benefit of all including the mother Earth. Our purpose is to promote and educate our community to live a sustainable and healthy lifestyle through biodiversity, animal rights, and environmental protection.


    Mission: Our mission is to develop a like-for-like seafood experience, without compromise. Using plant-based ingredients to offer FRESH (raw, ready to cook) seafood alternatives.


    Challenge: Develop brand position that brings Ademi to life in a newly evolving plant-based seafood category.

    Strategy: Build brand positioning that showcases innovation in flavor and texture with an approachable and curious personality

  • Nessa Creations

    “We are a family team and upon first meeting Kristine from Brand Guide we were excited. She could feel our energy, our vibe, and our vision. She asked the right questions to help us reach our end goal. If we weren’t happy she was not happy. We are ecstatic about our brand messaging and packaging. The buyers were impressed and we are working on the next phase of full brand development.”
    Vanessa James Founder of Nessa Creations

    Design Credit: Fizz Design

    Our Mission is to redefine ‘treats’. We create amazing allergy-free treats that everyone wants to eat, made with simple ingredients and packed with flavor. We put the SMILE into eating allergy-friendly treats. No more cardboard, no more bland flavors, no more compromise.

    Nessa Creations

    Challenge: Introduce allergy-friendly, better-for-you pastry products.

    Strategy: Develop a brand personality and messaging that aligns with Millennials and Gen Z target audience. Develop a unique value proposition and brand messaging that aligns with the founder's goals. Create packaging that is uniquely designed to stand out on the shelf.

    Value Proposition: Nessa Toasty's redefines the toaster pastry category. It’s a gluten-free, allergy-friendly, scrumptious version of a familiar product (Pop Tart™) that addresses dietary challenges, allergies, and sensitivities.

  • Granny Lee's Kitchen

    "I had the pleasure of working with Kristine while preparing Granny Lee's Extra Fluffy Pancake Mix for the marketplace. Before our first meeting, I was very nervous, as branding was like a foreign language to me. Kristine put me at ease immediately and made it easy for me to share my story and experiences with her so that she could help me shine through my brand. She translated my story, feelings, and beliefs into the perfect voice and personality that speaks of everything I love and hold dear."

    Leonie Segall, Founder and CEO Granny Lee's Kitchen Limited

    Granny Lee’s Kitchen is an approachable, family-focused business of secret recipes and family traditions. We are on a mission to share a collection of storied dry mixes and fresh baked goods. Whether you are connecting and eating in our family-friendly cafe or shopping online or in-store for our tasty breakfast and baking treats we have a warm Granny Lee hug ready for you.

    Granny Lee's Kitchen

    Challenge: Elevate a cottage foods business into mainstream grocery.

    Strategy: Develop a brand personality that aligned with the founder and her goal to encourage family togetherness through cooking. Create approachable messaging and packaging with updated colors, imagery, and logo.

    Vision: Our vision is to bring people together with wholesome meals and supportive conversations that nurture the spirit of family.

  • Chef Yoda

    “I believe everyone has struggled to bring their dreams to life. I was having that kind of difficulty bringing my business Chef Yoda Foods to life before I started to work with Kristine. I had a whole bunch of ideas, images, and colors in my head but couldn't describe or draw what I really wanted. But once I started to work with Kristine, she asked the right questions from many different angles and took my ideas, images, words and colors from my head, and created a brilliant brand message with visuals.”
    Ikumi Yoda, Co-Founder Chef Yoda

    Value Proposition

    Unique |Versatile |Convenient

    • Unique traditional Japanese flavors with a modern, artisanal twist
    • Versatile sauces are multi-purpose, serving as marinades, dressings, zesty accompaniment to meats, salads, sandwiches, sides, rice, etc.
    • Convenient opportunity for consumers to add Japanese flavors at home, and with their own personal spin.

    Chef Yoda

    Challenge: Introduce Chef Yoda sauces and develop a brand strategy and visual packaging that will pop off the shelf at the grocery store.

    Strategy: Create a cultural love affair with Chef Yoda sauces as an ambassador to magical new realms of taste that adventurous foodies will crave. Start with traditional recipes and techniques adding a modern twist of artisan flavors. The result is amazingly versatile sauces that add zest and excitement to any meal.

    Vision: Our vision is to bring people together with wholesome meals and supportive conversations that nurture the spirit of family.

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