Some individuals are willing to change their diets because of idealistic principles or a dedication to a cause. They might become vegetarian or vegan out of compassion for animals, for instance. They might modify their diet to exclude foods they believe have been produced in ways harmful to the environment. They can find information Online from Hampton Creek to help them in their goals.
This company does, indeed, have idealistic commitments and is dedicated to making the world a better place. Nevertheless, the chief executive officer has said he understands most people don’t modify their diet because they want to change the world. Instead, they respond with their flavor preferences and their wallets. Most people essentially want food that tastes great and doesn’t cost a lot of money compared with similar choices.
Consider a section of a grocery store featuring mayonnaise and other sandwich spread. The average consumer sees an array of containers and wants to make a selection. If this person has never bought a jar of sandwich spread before and doesn’t have a favorite brand and type, now the narrowing process begins. Some shoppers are entirely cost conscious and select the store brand because it’s cheap. They may discover they’re not happy with the flavor, so the next time, they decide to choose a brand that’s priced a little higher. This is where the challenge for a vegan food producer like Hampton Creek comes in.
The shopper may not buy Hampton Creek’s Just Mayo sandwich spread if it’s priced considerably higher than the more familiar brands are. If the price seems reasonable, this shopper may choose Just Mayo because the label promises it doesn’t contain genetically modified organisms, soy or gluten. The shopper must be satisfied with the flavor and texture; otherwise, the next jar of sandwich spread he or she buys will be a different brand. Since so many shoppers make their decisions this way, a food producer who wants to change the world must effectively respond to their buying habits. This is how Hampton Creek plans to make its mark in the mainstream grocery market with its egg-free products.