Driving Demand: Identifying your Target Consumer and Crafting a Story that Will Sell – August 27, 2025
September 9, 2025 - Jamie Rahrig
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EmailIn this webinar hosted by the Great Lakes Regional Food Business Center on August 27, 2025, Jamie Rahrig and speakers from Integral CPG discussed key strategies to increase sales for food and farm businesses. Glenn Pappalardo and Arwen Kimmel of Integral CPG highlighted how understanding a business’s customer base and their purchasing habits is key to growing sales.
Through the presented, Pappalardo and Kimmel emphasized how answering these questions can drive customers to a brand:
- Who is the product for?
- Why would a consumer buy the product?
- What products are they currently buying?
Featured Resources:
- Loan Readiness for First Time Borrowers webinar recording
- Preparing for Funding: Self-Guided Study online modules
- Starting a Commercial Food Business, online course, MSU Product Center
- Become a client of the MSU Product Center
Interested food and farm business owners are also encouraged to reach out to Glenn and Arwen from Integral CPG by email at: glenn@integralcpg.com or arwen@integralcpg.com
Per the USDA announcement on July 15, 2025, the Regional Food Business Centers program was terminated, prior to its original end date of July 2028. Because of this, the Great Lakes Midwest Regional Food Business Center will halt operations on September 15, 2025. Please see our related press release. Resources intended to help food and farm businesses will remain freely available on this website and additional resources can be found at foodsystems.msu.edu/resources.
About the Great Lakes Midwest Regional Food Business Center
The Great Lakes Midwest Regional Food Business Center is dedicated to offering coordination, technical assistance, and capacity building opportunities for farmers, producers, and other food business owners in support of a more resilient and competitive food system. Michigan State University Center for Regional Food Systems (MI) coordinates the Great Lakes Midwest Regional Food Business Center comprised of network coordinators – Chicago Food Policy Action Council (IL), Northwest Indiana Food Council (IN), Food Finance Institute of the University of Wisconsin System (WI), and the Menominee Indian Tribe of Wisconsin Department of Agriculture and Food Systems – who seek to take a transformational, rather than transactional, approach. Learn more at glm-rfbc.msu.edu
