Good Morning readers! ☕
How are you all doing this supa-fyne morning? 😁
It's been a pretty short week, hasn't it? Well, we hope this edition covers your dose of surprise and content!
Almund's newsletter will let you in on all kinds of tips for D2C brands and "much much" more.
Alright, so let's get right to it!
This newsletter is going to dive into :
📜 Top reads for this week,
🌏 Feeling the supply chain squeeze?
👩🏻💻 Whats(h)app, social media?
🗝️ How does Facebook marketing, Instagram, and YouTube help DTC brands flourish?
⭐ BRAND of the week - ALLBIRDS
🧀 US Food Trends
👩🏻💼 Plenty of jobs awaiting you!
So, scroll down already to THE VERY END & read up on what's yet to come your way!
TOP READS FOR THIS WEEK
🌏 Brilliant Earth joins IPO party
🤖 Private equity-backed haircare brand Olaplex files for IPO.
🏃 Hoka One One tests brick and mortar with first stores
🩳 Chewy sales leap 27% as it takes market share.
😴 Martha Stewart Wine Co. announces Brand Expansion.
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WHAT’S COOKING, HUH?
Feeling the supply chain squeeze?
Remember the 2020 Great Toilet Paper Shortage? Perhaps that was just the beginning. In August, the world's third-busiest port was closed for two weeks due to a covid outbreak. That means weeks of backlog for shipments all over the world, which will almost certainly lead to shortages and slowed economic activity during the holiday season.
It's terrifying stuff with no upside, but these shortages and the factors that cause them are a major challenge for the food tech industry. So, this week, we're delving into the enticing topic of supply chain disruption and what it means for entrepreneurs, investors, and eaters.
Major food distributors such as Sysco are reporting an increase in late deliveries and failure to get items on shelves and in professional kitchens, with one distributor reporting that nearly half of deliveries are arriving late, down from 10 percent in normal times.
Are you reading this newsletter while waiting for your meal/product? Is there a hiccup with your delivery? It's a difficult time all around, and we can expect some delayed product launches and, yes, higher consumer prices. With our supply chains as they are now, the only certainty is uncertainty. All aboard the supply chain shambles.
The entire world is experiencing severe labour shortages in key industries such as trucking, warehousing, and food processing. In Central Asia and Australia, there are 20% fewer truckers than are required. Despite high demand, there are still fewer truckers in the United States than there were before the pandemic. In the United Kingdom, Brexit has contributed to a 100,000-trucker shortage.
WHATS(h)APP, SOCIAL MEDIA?
How do Facebook marketing, Instagram, and YouTube help DTC brands flourish?
I bet you associate Facebook, Instagram, YouTube, and Twitter with networking, dull tik to videos, celebrity posts, and teenagers battling for followers as if it were the end of the world. How does one progress from there to making a living off of social media?
Tap below to know more 😁
U.S. food trends
GWI conducted a survey and discovered that the past year has made Americans more conscious of what they eat and where their food comes from.
61% of Americans are trying to eat more healthily
All of America seems to be more concerned about the healthfulness of the food they’re eating, and the changes have affected the nature of what we consider healthy in 2021.
20% of millennials say they are tracking their food consumption/caloric intake
By Q2 2021, over 1 in 5 Americans used an app to track elements of their health, an increase of nearly 20% in a single year. Over the same timeframe, the number of people who used herbal medicines or regularly took vitamins grew nearly the same amount.
More than 20% of Americans are dieting to improve their fitness
So trying to be healthy in 2021 doesn’t necessarily mean doing away with desserts or attempting to look a certain way. It’s moving toward the concept of health as an all-encompassing set of behaviors that give way to feeling good about one’s mental and physical wellbeing.
36% of Americans think it’s important that the food products they buy are made in the U.S
Turns out there are relatively very few Americans who are following the keto or the paleo diet, and instead the most common dietary preferences are ones that suggest a movement toward moderation and higher quality ingredients.
29% of meat-eaters are interested in reducing or eliminating their meat consumption
The growing availability of plant-based food options also plays a huge role in the rising comfort Americans show toward ditching meat. Over the past few years, both grocery store shelves and restaurant menus have filled up with products from companies, like Impossible Foods and Beyond Meat who have spent millions attempting to recreate popular meat flavors from plants.
BRAND OF THE WEEK is…
Allbirds, the D2C darling, has officially filed for an IPO with theSecurities and Exchange Commission, following rumours of one. It intends to list its stock on the Nasdaq under the ticker "BIRD." Allbirds, like others in the D2C space, revealed net losses in the run-up to its IPO.
The brand's revenue increased to $219 million in 2020, up from $194 million the previous year, but its net loss increased during the same time period, from $14.5 million in 2019 to $25.9 million in 2020.
Allbirds described its IPO as "the first sustainable public equity offering" in its SEC filing, and boasted that its footwear has a 30 percent lower carbon footprint than a standard pair of sneakers.
The company said its supply chain has been carbon neutral since 2019. Allbirds also highlighted its status as a public benefit corporation in the filing, noting that its "duty to balance a variety of interests may result in actions that do not maximize stockholder value."
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