Launching Montly Conversations: Food Brands That Last 

We kicked off our new member concept, Monthly Conversations, with a breakfast seminar on brand and packaging design. On February 3, Foodtech Innovation Network gathered members for a session hosted by Kolossal, a communications agency, at their offices at Media Evolution City. 

The conversation explored how strong food brands are shaped through the balance of business strategy, intuition, and deliberate brand work. A central insight was that brands must be built from within. When employees are engaged and aligned with the brand, credibility and long term value follow. 

We also heard from Arash Sabet from KADO / Simply No Waste, who shared their journey and offered a wealth of insights and eye opening details. Some stories are best experienced live, and this was definitely one of those moments. 

The discussion reflected changing consumer expectations. Taste and price still matter, but food brands are increasingly chosen based on authenticity, origin, values, and storytelling. Consumers are not only buying products, but meaning and connection. 

Brand value was another key theme. In food and beverage, a significant share of company value is intangible, with the brand often representing a critical business asset. Examples such as Oatly illustrate how brand value can exceed traditional balance sheet assets. 

Key takeaways from the session: 

• Strong brands are built from the inside out, employee engagement and employer branding matter  

• Brand is a strategic business asset, not just marketing 

• Authenticity and values increasingly drive consumer choice 

• Storytelling creates connection beyond taste and price 

• In food & beverage, brand value is often a major (intangible) part of company value 

• Clear identity comes from combining functional product value with emotional resonance 

• Understanding your landscape: competitors, categories, and signals, enables clearer positioning 

Monthly Conversations is our recurring member event series, with one themed gathering each month. Through these sessions, we create space for learning, inspiration, and meaningful connections within our community. 
 
Kolossal is also one of the sponsors behind last year’s Foodtech Company of the Year 2025 award at Foodtech Forum.