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At Ingredient Communications, we are excited by the opportunities presented by Artificial Intelligence (AI). However,…

By Richard Clarke, Managing Director, Ingredient Communications As a PR agency we spend most of…

By Richard Clarke, Managing Director, Ingredient Communications Ten years ago, eating plant-based foods meant biting…

By Leila Simpson, Consultant, Ingredient Communications In the world of PR and marketing, the potential…

In Jurassic Park, Jeff Goldblum’s Dr Ian Malcolm famously complains that the park’s scientists were so preoccupied with whether or not they could recreate the dinosaurs, they didn’t stop to think if they should.

One of my favourite words is ‘serendipity’. It sounds nice when you say it, and it also has an uplifting meaning – the accidental discovery of something good. It’s like when you clear out your wardrobe and find money inside the pocket of a pair of trousers that you haven’t worn for years.

Most ingredient businesses operate exclusively at a B2B level, and this means they tend to have a lower public profile than the companies they supply their products to. Perhaps this is why, in our opinion, they haven’t always been getting the recognition they deserve through the COVID-19 pandemic.

The term ‘thought leadership’ has existed for a quarter of a century, which has proven more than enough time to establish itself as a staple among ‘annoying business jargon’ lists. Yet while the term’s reputation may have suffered a little in certain quarters, the concept behind it remains undiminished.

In a crowded field, standing out isn’t easy. With more than 1,700 stands at Food Ingredients Europe this month, exhibitors had to work hard to get visitors’ attention – and that led to some truly spectacular results. From giant video screens to interactive experiences to cocktail parties, many exhibitors found ways to make their stands unmissable.

A Russian news website named City Reporter once carried out an experiment in which, for 24 hours, it published only good news. The result was sadly predictable: readership for that day plummeted by two-thirds.