You know me, I always like to test new stuff. I had the feeling the last newsletters were a bit theoretical.

So this time, I want to walk you through some real-life business hacks. For this, I choose Juicy Marbles as a case study as they are becoming one of the rising stars of the plant meat movement.

The idea from these case study is to share with you practices that you can implement for your biodiversity business or NGO.

Heads up

A couple of things first.

1. What has plant meat to do with biodiversity? Actually, a lot. Livestock production is the single most significant driver of habitat loss¹. The production is heavily increasing in developing tropical countries where some wild places remain. Therefore, meat alternatives are crucial to tackling the biodiversity crisis.
2. I don’t get paid by Juicy Marbles for this post. I just think they are a great best practice we all biodiversity heroes should learn from.
3. I never tried their actual product. So all tips are based on what I see from the outside, not the product.

Case study: Juicy Marbles

Before we dive into the 6 hacks, a brief intro. Juicy Marbles is a premium plant meat producer that sells its products in the US, UK & EU.

Unlike other plant meat producers, they focus on creating a product that reflects meat as closely as possible.

I couldn’t find their sales numbers. But they managed to create a big audience on Instagram of 55k followers and got a $4.5M investment from the World Fund.

So they seem to do alright.

Now let’s dive into the 6 business hacks you can learn from them.

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6 business hacks to learn from the rising plant meat star

Hack #1: Know your target audience

Last week I talked about how crucial it is to know your target audience. Knowing your target audience provides you with a laser focus on how to address them and what your product should look like.

Juicy Marbles did this brilliantly. Their target groups are flexitarians, vegetarians, or vegans that like to eat a good steak without the catastrophic environmental impact.

They truly cater to those that miss the taste and look of meat. As you can see in all the images and text, they use across their communication channels.

By doing so, they don’t address those plant-based eaters that don’t like the taste or look of meat. Focus.

Hack #2: Create a recognizable brand

The plant-based meat market is getting crowded. So how do you make yourself stand out? By creating a unique brand.

What Juicy Marbles did:

• Created a mascot: Mr.Marbles – produces an iconic feeling.
• Chosen a unique color – this orange is easy to recognize & only paired with black.
• Used humor all the time – more on this in the next hack.
• Developed a recognizable product – whenever you see a picture, you immediately identify that it is from Juicy Marbles.

Hack #3: Use humor to entertain people

The world is a grim place right now. So if you can make people laugh and provide a brief escape, they won’t forget you. In content marketing, you usually want to do 4 things: entertain, inspire, educate and convince.

Humor is the best way to keep your audience entertained. I don’t have to buy their products and still get something out of it.

Now Juicy Marbles humor might not be yours. Still, you can take plenty of inspiration from their copywriting, comics, and social media posts.

Most importantly, be yourself. This super clean and polished image is getting old-school (obviously, this always depends on your industry).

Hack #4: Don’t be afraid to go premium

For them, it seemed it wasn’t a choice. Due to the small quantities they produce, their production costs were high. Maybe they were afraid to put 70€ on a package of steaks, but they did it anyways.

Sometimes, bold ideas never get realized because of our fears that nobody would pay such a high price for our product. Especially when we are just starting with it.

Don’t be afraid to charge more. You always just need to find the people that are willing to pay for it.

Hack #5: Build a great website

By now, you have probably realized my love for great websites. Juicy Marbles website is an incredible best practice, which you can copy-paste for your biodiversity company or nature NGO.

Here are some of the best practices:

• Clear start – right when you come on the website, you know what they do and what you can do on the website.
• Micro copywriting – they gave buttons, newsletters boxes, text boxes, etc., that are usually dry a great refreshing feeling by making the text in them more engaging.
• Build credibility – right from the top, they share which credible news outlets created some buzz about them.
• Specific landing page – they have a landing page directly catered to their B2B clients.
• Sparkling product page – often neglected, the product pages of Juicy Marbles are just great.

Hack #6: Assemble a kickass pitch deck

Usually, it is hard to get your hands on the pitch decks of companies that raised investment rounds.

Lucky for us, Juicy Marbles is sharing their pitch deck directly with us on their website.

As expected, they nailed it.

Some tips for you that they nailed:

• Increase the pain – right on the second slide, they create a big pain for the reader. If you are a restaurant, you are missing out on business.
• Don’t forget your brand – your brand needs to shine through your pitch deck, like everywhere else
• Use statistics – using stats and not just a pretty brand brings home your argument.
• Show your product in action – rather than just plainly placing their products, they show them in various dishes.
• Apply targeted communication – this pitch is for restaurant owners, so they focus on the key messages that are important to them e.g. meat texture.
• Provide social Proof – they show their traction by showing the great feedback they received.

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Your turn: time to put the 6 business hacks into action

5 actions to implement for your nature venture

1. Block yourself an hour to reflect on this case study. What can you adapt in your biodiversity company or NGO?
2. Go through the six business hacks and pick one you want to work on. Critically reflect this choice. Which of those hacks can boost your nature venture the most?
3. Dive deeper into the hack you have chosen. To keep things short, I only touched the tip of the iceberg. Go on the website, their social, etc., and understand how they did it.
4. Create an action plan with a clear timeline of tasks you and your team will tackle.
5. If this sounds overwhelming or you lack the time, set up a 30min free call with me to explore how I can help you.

Cheat sheet to learn more about best practices

In a nutshell: Juicy Marbles used their strong communication skills to make some noise in a crowded market.

Best practices: Right from the start, build a brand that people can identify with.

Best book: Brand the Change by Anne Miltenburg

More info: Juicy Marbles Website, Instagram

Before you go, if this newsletter provides any value to you, I would love to ask you for a favor. Please share it with 1 nature enthusiast that could benefit from this content too.

This will help me massively to keep on providing this content for free.

New ideas can emerge even in a crowded market like the plant meat market.

Juicy marbles have proven it. So those 6 hacks will help you to prove it in your industry.

See you next week. Have a wild one!

Oliver

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¹ Biodiversity conservation: The key is reducing meat consumption, Science Direct.