Because in food marketing the history of the product is not enough (and what does it really need to be chosen)

For years I have been feeling stories of products: recipes handed down, family traditions, uncontaminated lands, secrets kept for generations. Yet despite the sincere emotion of many stories, they often don't work. Because today, infood marketing, the story of the product alone is no longer enough. A strategy is needed. We need direction. It is necessary to understand why that story should convince someone to choose you.

Storytelling in food is everywhere (and often all the same)

There is nothing wrong with wanting to tell your origin, on the contrary. But in recent years an self -referential and repetitive narration has spread, where everyone speaks of authenticity, grandmother, fatigue and passion. The result? The public was addicted. The messages are confused. The words, even the authentic ones, lose strength.

I have often read different presentations with the same sentences. And the risk is very high: to suggest that your product is "one of many", even when it is not.

Communication, especially in food, must distinguish, not to confuse. He must attract, not only to reassure.

Telling the story is useful only if it serves to choose

A good story must answer an implicit question of the customer:Why should I choose you?And to do this, he must combine emotion and strategy. It is not enough to say that the oil comes from centenary olive trees: it must be explainedWhat changes for methat I use it in my cuisine. It is not enough to say that wine is natural: I have to understandBecause it is suitable for my table, my philosophy, my experience.

In other words:The history of the product is a means, not an end. And if we do not connect it to a positioning, to a precise identity, we risk making only poetry.

Three common mistakes in the story of the product

• Speak only of oneself: The manufacturer tells what he does, but does not listen to the public and his needs.
• Generic: terms as "artisan", "good", "quality" are too vague if they are not demonstrated or contextualized.
• Ignore the context: Do not adapt the messagetochannels, the seasons, to the type of customer to whom you contact.

What does it really work today

1. Clear positioning
A small producer can also compete with the adults, if it has a clear identity. Better to be strongly recognizable for a few, than vaguely interesting for everyone.

Think of a small farm that produces only fresh fruit jams, in limited edition, without added sugars and clearly communicates that its productions are designed for an audience that seeks natural taste and true seasonality. This is a positioning: direct, defined, courageous. It is not for everyone, but whoever recognizes himself feels "his" immediately.

2. Report and truth
Today people do not buy only out of need, but by affinity. The contents that show their hands, faces, consistency over time work. And sincerity works: saying "We are not for everyone" can attract much more than to say "we are for anyone".

A caseWhich I often tell is that of a small country bakery that publishes only three posts per month but authentic: a shot of the hands floured at dawn, a story about a historic customer, a photo without freshly baked bread filters. No aggressive strategy, only real presence. Still, they manage to attract customers from kilometers away, precisely in truth they transmit.

3. Strategy and adaptation
Each channel has its own language. An emotional story can work on Instagram but on a product sheet it serves clarity, benefits and persuasive levers. A bridge is always needed between those who tell and those who listen.

A concrete example: if I sell an artisanal pasta and talk about it on Facebook, I can focus on the story of wheat, processing, bond with the territory. But if I propose it on an e-commerce platform, I must add precise information: cooking times, for which recipes it is suitable, health benefits, reviews of those who have already tried it. Adapting does not mean distorting, but translating the same message into a useful form for those who read there, at that moment.

Conclusion: from history to choice

Food marketing today requires something more than passion. It requires awareness, direction, precision.Telling is fine, but you have to know where you want to arrive. We don't just have to get excited, we have to let ourselves be chosen. And to do it, the story must become a relationship. He must turn into value for the reader, look, listen.

If you feel that your communication is stopped at the "beautiful but not very incisive story", we can work together. We can build a strategic story, which combines what you are with what your audience really looks for.

Book a free adviceAnd let's start building an identity that represents you, distinguish you and help you sell consistently.