I am currently reworking the website for my primary business, Wildya. So, I was looking for some best practices in the nature venture field to learn how to create a successful business. Luckily enough, I came across Natoora.

Natoora is a start-up that wants to fix our food system. They focus on locally and seasonal sourced products and work hand in hand with farmers to produce quality food.

Checking out their website, I had plenty of learnings I took away, which I can use to bring my nature venture to the next level.

Rather than keeping it to myself, I thought I would share it with you so you can also know how to make your brand successful!

The 9 Natoora’s best practices to create a successful business and the hottest food startup

1. They created a brand that customers love

By now, you probably know my passion for great brands. Natoora just did a phenomenal job on that part. Here is how they manage to develop an effective branding strategy:

• unique logo;
• excellent copywriting;
• three colors only;
• pictures focus on people & food;
• 1 font in 2 different layouts;
• smart approach to providing video content;
• Same editing style for all photos.

If I see a social media post from them, I would immediately recognize that it is Natoora. This is precisely what you want to achieve with your brand, too.

2. They are crystal clear on their WHY

Many nature ventures struggle here. They need 5 minutes to explain the mission of their biodiversity business or NGO. Natoora makes this pretty simple.

They say about themselves, “We exist to fix the food system.” Easy. Short. It is simple to share this message with your friends.

To ensure you truly internalize it, they mention it on almost every web page.

Genius.

3. They invest heavily in content marketing

Again, I am massively biased because I wrote my entire bachelor thesis on this topic. But content marketing is a great way to gain more attention for your nature cause, especially if you are low on budget.

They do it by providing:

• on-the-ground stories from their farmers;
• infos about an upcoming event;
• activism campaigns;
• podcast episodes;
• yummy recipes.

Why would they do such a thing?

• Create more trust;
• Increase brand awareness;
• Boost their notoriety in this field;
• Add more value for their customers;
• Provide inspiration on how to use their products.

Just to name a few.

4. They are collaborating rather than shaming

Farmers are some of the people who currently have one of the hardest jobs in the world. They need to keep our mouths fed. They have low margins, high expenses, and immense pressure to change everything they do so that their industry can go from destruction to regeneration.

Tough spot to be in.

Rather than shaming them further, Natoora works together with them to change the food system one step at a time.

Collaborating rather than pointing fingers.

Truly inspiring.

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5. They are very clear about what the current problem is

A solution only gets powerful when it truly tackles a massive problem. I have seen countless nature ventures with incredible solutions. But they forget to educate people who aren’t in this field along the way.

For us to jump on your idea, you need to be clear about what problem exists and make it as big of a pain as possible.

This will then create the urgency to use your solution right away.

6. They put their money where their mouth is

Not only do they talk about the change they want to create, they also enable it. To do so, they created a Farm Fund that helps young farmers get the ball rolling.

Like this, they are immediately creating the partners they need to run their operations in the following decades successfully.

Instead of quarter to quarter, they have a long-term mindset.

7. They educate people about seasonal food

A massive pillar in their work is also their education of people. The way that they use the website to encourage people to learn more about seasonal produce is inspiring.

What I love most about it is that the environmental benefit is a positive side note. Instead, they want to convince people by sharing with them when the taste of these products is the best.

For most people, this is the number one criterion when they pick their veggies.

So rather than pointing the finger, they provide helpful assistance to make more delicious & eco-friendly choices.

8. They create a clear separation between their B2C & B2B business

All nature ventures want to grab as many opportunities as possible to create a positive impact. However, what often happens is that it becomes pretty unclear who the actual target audience of their product is.

Natoora did a great job by separating the 2. The shop is for their B2C customers. The Whole Sale part is for their B2B customers.

The rest of the page is helpful for both. The app is only useful for B2B, and most content marketing is mostly beneficial for B2C.

9. They write some powerful copy

Copywriting is also an art form. Explaining an idea, concept, or vision is easy if you can talk endlessly.

But it gets much more challenging if you can only say one sentence.

Natoora has some excellent copywriting that you should look at to figure out how to explain your idea better.

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Your turn: how to make your brand successful with these 9 lessons?

5 actions you can take to implement these best practices:

1. Take 30 minutes next week to reflect on this article

Why? All theory is useless if you don’t implement it. The implementation is the hardest bit. So, dedicating time to it ensures that you will take action.

What made the most sense to you? What is currently holding you back the most?

2. Pick 1 of those tips that you want to tackle right now

Why? Of course, you should improve everything. But picking the most important one will help you keep expectations realistic and move faster.

3. Block some time slots in the following weeks to work on it

Why? Your week will be hectic again. Don’t get an excuse to push this activity into another week.

4. Create a SMART goal of what you want to accomplish and create small actions to get you there

Why? With the SMART goal method, you can ensure that it actually leads to the desired impact.

5. Execute!

Now that you have the theory and know how to create a successful nature business or NGO, it’s time to make it happen!

A cheat sheet to start creating a successful nature business or NGO

In a nutshell, Natoora is succeeding because it has built a compelling brand. With those 9 lessons, you will manage to incorporate some similar best practices into your nature venture, too.

To have a better understanding of everything I’ve mentioned in this article, I highly recommend you to check their Natoora website.

Do you want to go further with this topic?

Then you should read the books Brand the Change by Anne Miltenburg and The Infinite Game by Simon Sinek.

Before you go.

If you think this newsletter is helpful, please share it with 1 ecopreneur in your network.

This will help me massively to keep these tips free.

Natoora does a fantastic job in taking you on board with their mission. I want the same for your nature ventures, which is why I wrote this piece. I hope it helps you understand what you must do to create a successful nature business or NGO.

Those lessons sometimes can feel overwhelming because you might not have a designer, photographer, or copywriter. But just take one step after another.

Nobody expects you to rebrand your entire nature venture in 2 days. Do it step by step, small but consistent.

The most crucial step is the one you take today. So, start small and walk from there.

See you next week. Have a wild one!

Best,

Oliver

🦧 Whenever you are ready, there are 2 ways Wild Business Mates can help you grow and double your impact:

1. 1-to-1 business consulting. Detailed and personalized consulting to double the impact of your biodiversity organization in the shortest possible time. Not sure how good your pitch deck is?

Sign up for the waiting list by writing us at oliver@wildbusinessmates.com (unfortunately, we are booked out at the moment).

2. Wild Business Mates in Action. Wild Business Mates help you execute in areas you are struggling with. Tech, Marketing, Sales, Communication, etc. We can realize all the steps I mentioned above.