How to use storytelling as a way to differentiate your brand in the Chinese marketplace

Written by Andrew Kuiler, Managing Director, The Silk Initiative Welcome to our second article in this three-part series where we share insights drawn from our experience helping American food and beverage brands navigate the complexity of the Chinese marketplace. As we explored in the first article, US brands wanting to successfully enter the Chinese market can…
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How to capitalize on the unexploited link between brand and country of origin for US food and beverage brands in China

  Written by Joel Bacall, Senior Client Manager @ The Silk Initiative Welcome to this, the first in a special three-part US brand case study series where we share insights drawn from our experiences helping American food and beverage brands navigate the complexity of the Chinese marketplace. In our numerous engagements, ranging from US global…
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Chinese go nuts for nuts – exciting new food and beverage brand opportunities

Written by Joel Bacall @TheSilkInitiative Food and beverage manufacturers can leverage China’s growing appetite for nuts by creating value-added products suited to more affluent tier 1 cities. Almonds are leading the way in the Australian nut industry, largely driven by growth in Asia, with total exports expected to hit $605 million by 2020. As China’s population…
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