June 6, 2022

The butter against climate change | Chris Delahunty - Head Digital Benelux, Netherland, France Upfield | E7






Topics:


1. Upfield - Plant-based food leader in EU
2. Transforming: Food Supply Chain and People Mentality
3. Where can you find the butter against climate change?
4. How do you measure marketing, when you don't sell directly?
5. How do you plan an inclusive marketing campaign?



Chris:

https://www.linkedin.com/in/chris-delahunty-a413094/


Watch the episodes on Youtube: 

https://www.youtube.com/watch?v=ErNlM2suOx4

Follow me on Linkedin: https://www.linkedin.com/in/marcolanzi/
or subscribe on https://www.marcolanzi.com/

Transcript

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Welcome To LeMLVP we are here today with Chri Delahunty is 
the Head of Digital

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for Benlux Netherland, and France for Upfield, So welcome 
Chris.

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Good to be here.

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nice to have you. so let's Chp straight into it, Upfield, 
What is it? What is

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it that you guys are doing? I know you guys are trying to 
change the word for

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good, so tell us a little bit more about it.

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Absolutely so Upfield is the world's largest plant based 
food manufacturer,

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so we own a lot of brands under the portfolio

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Boy, iss plant based food. It's

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obvious it food made out of plants, so I guess you, you can 
look at the

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news these days with using what's going on in the worldate. 
Is driven by

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man,

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and one of the big things we do as people is the the choices
 that we make

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how we travel, how we eat, and very passionate that if you 
switch from a

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meat based diet to a plant based dit the the sciences there 
you do lessver

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the environment. You make the plane a better place. So we, 
we're

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encouraging people to help save the planet by improving 
their diet and it's

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healthier, so

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that that's what we're here to do.

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Oh nice and sorry when you talk like plant based food, That 
is actually what we

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see, and probably a lot of people like soul. So like some of
 the documentary

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that are going on now around then the science is behind it 
and it's really

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fascinating actually, to see how how little we know may be 
on how we how eat

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plan based food is. So we are talking like, of course, like 
vegetable fruit.

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All of that that's a easy one. The obvious one. but I assume
 it's also like,

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like the new type of's, a new type of meat. If I can, if I 
can

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Mhm,

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say, is like all those new products that actually are, as 
you say, healthier

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and actually more sustainable, also for there for the planet
 as well,

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Yeah, that's right. So we. we specialize in yellow fats, 
which is by plant

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base, butter is margarine in its vegan cheese as well. So 
it's

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okay, okay,

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it's getting people to make the switch from I guess dairy 
into

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Mhm,

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something that is made out of vegetables. So yes, I think 
you. you're

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right. People are used to think in plant base must be meat, 
sub, or fruit

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and vage, But there are other changes you can make and 
should make as well.

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okay, Okay, So it's really like, all rounded, like old old, 
all type of

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product, but starting off from Uh, from the vegetable, Uh, 
work.

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Yeah, exactly yeah. And it's I think a lot of people don't 
realize how far

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plant base food goes.

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I think anything you you have at the moment, which is kind 
of meat to

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animal. Bas, you can replace with a plant. instead.

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okay,

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cool and uh. and sorry. The, and that, like, Where does it 
happen? Like the the

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production of those kind of products like that and I, is it 
like locally? So

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like, for example, on your case, like, is it in Europe? Is 
it somewhere and

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then get transported? How is the like? in Re in a naturalat 
dis supply chain of

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that? Because I really, I cannot imagine.

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you know it's it's a really good question. so Um, our, our 
production

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actually happens in the Netherlands at the moment.

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Okay,

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So we have our office where we work and literally two floors
 below is the

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factory that makes our products, so it's very locally. Bring
 in the crop

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from. I don't know where it's grow in the field somewhere, 
but it recovers

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in covers here, and it produced and maing European, then 
sentd out across

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Europe, so it's very locally based.

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okay, okay, Nice, So that's cool. so it's like really 
pretty, also closed. It's

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uh

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Yeah,

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that that's super good. Be cause. Many times now we get also
 food that just

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comes from all over the place on the other side of the 
globe, So it's also good

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that you have. like also like a really short, uh, kind of 
supply line so that

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it can be just straight there.

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Yeah, is right next to us.

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So

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the first question for the digital transformation question, 
as usual in the

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podcast that comes to my mind is

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So what are you trying to transform? Is that the people is 
that the mentality

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is that the food. The supply chain iss how we consume. What 
is it that you guys

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are trying to transform

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Um. all of the above, I guess

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um. so let let's think about, um. I guess food and fast 
moving consumer

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goods. How they are perceived, It's very traditional. You go
 to the shop,

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you see something, help you pick up and buy it, Um. But I 
think what we've

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what we've seen, and this is the reason I joined Upfield. 
What we've seen

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is that people get inspired by what they're seeing online. 
That's where

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they're finding new things. We want to shift into where the 
consumer is.

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Now we want to have our messages in front of them in a 
targeted and

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interesting way. But then we also need to change the mindset
 of the people

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who are working here, So moving away from thinking the way 
you get people

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to learn about your product, is you put a poster outside 
that that kind of

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thinking needs to change if you want to get in front of an 
audience. But

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then also y, you're right. The processes, like how do we 
measure our

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performance? How do we look at our supply chain? Um, how do 
we speak to the

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right people? So I think a lot of time digital 
transformation can be seen

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as we're just going to spend more money in digital. and 
that's not

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transport that shifting. Th. This is a true transformation 
of a business

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where it comes from a very very traditional background and 
we need to shift

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it into the modern world, Um.

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I. I. It's interesting. We've got a lot of competitors who 
are kind of

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aren't making that move at the moment, which is really good 
for us. Um,

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because they, they can stay where they are and we'll make 
all the changes.

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We know. we'll bring people to us and that' the right thing 
to do as well.

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Whovs faster? Wins

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Yeah, absolutelyly, Yeah, it's the old story right if if you
 stand still,

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you die. Me to keep changing.

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that that isper super true. And let's say in this in this 
great mission you

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guys are after? how do you create awareness? So how do you 
create awareness of?

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Like? What is it that you are doing? What is? for example, 
What the extent for

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to which this product goes like it? The commercial is like 
cobnding

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withestimon, How how you bring it to the people?

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Yeah, I think. What one of the things I, I say to people 
when they talk

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about the product we sell, they say we w him in spread, and 
I say no. not.

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We are selling the battle against climate change. I think 
it.

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Okay,

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Yeah, it. it's that mind shift of why's you doing something 
really

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important

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and

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why he is up bringing that message to people. It it a, It's 
a stand of

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standard. It's a clever, a digital marketing, Uh technique 
of we find the

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right people and we put an interesting message in phantthom.
 So let's talk

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about climate change and sustainability. Let's talk about 
plant based Dit

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don't really talk about the product to begin with, But once 
you've got

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people involved in that conversation, then you can start 
explaining why

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your products important why it's part of this whole story, 
Um, the I was

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going to say young people, but basy, any one under fifty now
 cares about

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climate change. Um, so we're playing an important role 
there, so it's is

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getting our advertising in the right place is stay in the 
right things, and

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from a digital perspective, it is also testing and learning 
those messages.

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See what combination works and its pro is what gets me 
excited. Is if I sha

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message A and then B and then see. Does that work better? 
maybe be indeed,

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And what is message D? What about Mesage?

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I think awareness in in a old traditional sense is have one 
message and

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repeat as much as you can that market. I think when we look 
at digital,

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then it's find

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the messages, the collection of messages that resonated 
different groups of

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people and talk those different groups of people in the 
right place at the

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right time.

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okay, no, that's uh. That sounds awesome and I love the we 
sell butter against

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climate change. That like a really really nice. uh tag line.
 Just there. So if

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I understand correctly, what you're saying is like, don't 
just show like a Isma

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product. You got it. Uh, this is my range, but it is more 
like Hey, this is why

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we're doing this is our mission. This is what we're going 
after like the, The,

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The batter against climate change. And then, of course, then
 you're going to

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get to the product That's at some point of like how you're 
actually sustaining

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your your mission

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Yeah, absolutely,

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cool.

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and sor

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you know is one thing. I don't understand why people don't 
get it. I think

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this is beyond upfi. This isous hold, people still think 
that the We Cell

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product is. Say, here's our product, please By why should I 
buy? I, nothing

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about it until have

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you need to have that story behind and then people will be 
interested Int.

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01:09:50,791 --> 01:09:54,208
I. I agree. I agree. Now there are definitely a lot of 
products out there. I

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think understanding why you arere doing something is ▁timly 
the the drive and

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the motivation and say hey, Actually, I want. I want to get 
that. That's why I

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want it. Then, of course, needs to be good, needs to be 
healthy and need to be

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sustainable by getting why you want you want to have. This 
product is probably

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the the first step which you're selling clothes or food. Is 
actually the the

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same. Really The same concept that apply.

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and

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and to to these who who are your clients like you're looking
 into? Like More

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01:10:26,458 --> 01:10:31,625
like B to B is be to see it's It's a mix of those. What's 
your target? Like

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what are you targeting to? To?

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They bring the products to the market.

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Yeah, it. it's mixed. I guess it is both. I mean, for me 
personally, my

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01:10:40,958 --> 01:10:45,708
focus is be to see is about finding that consumer insight. 
Finding the

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right consumers to tout them, get a message in front of 
them, but actually

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the one big part of Ofield is that B to be section as well, 
So when you go

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to your favorite pizza restaurant and they have vegant 
cheese on top is

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making sure that there is up filled vegan cheese on top.

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Okay,

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Um, so that that's a big part of our business and going to 
restaurants and

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saying, Hey you, you need to make a shift from dairy based 
butter, which is

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terrible and move into plant base, but which is good and 
tastes fantastic.

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And that that's just a fact. That's not me. just saying it. 
Um, so it's

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there's a big be to be part of our field that we need to do,
 and I think we

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all know that. Yeah, you, if you do beat to your targeting 
consumers, but

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people working businesses of people as well, so they see the
 same messages.

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Um, so I've always been quite passionate that when when 
you're trying to

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build your business connections there, they're just people 
to make sure

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01:11:46,875 --> 01:11:48,791
that your messages appeal to them as well.

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Okayk, So is really like about? Like say the old category 
like you can get it

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in the supermarket. You can get like in the restaurant as 
ingredient to

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Yeah,

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your listen to the composition or the creation of food that 
people are doing,

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And of course you can buy. I assume like on your website or 
from your digital

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channel.

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01:12:09,625 --> 01:12:10,875
actually, No, you can't

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Oh, okay.

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01:12:12,250 --> 01:12:16,583
yet. Um, so we, we don't this, and this is an interesting 
bit around

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marketing directly to consumers. We don't sell directly, so

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okay,

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01:12:21,291 --> 01:12:25,291
we have the relationship with the retailers. so within my 
team we're we're

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building fantastic relationships with people who product, 
but we don't sell

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01:12:29,916 --> 01:12:34,000
it directly. Um, which is interesting for me coming from a D
 to C

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01:12:34,333 --> 01:12:39,125
background where it was all about the daily sales, now daily
 sales, but I

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01:12:39,125 --> 01:12:41,291
don't control it Is the relationship

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okay,

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01:12:41,875 --> 01:12:43,291
of the supermarket selling instead.

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01:12:44,916 --> 01:12:47,791
so in in your case, when you're talking about, like when you
 were talking about

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01:12:47,875 --> 01:12:51,875
awareness before, is really like the really high high part 
of the final because

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01:12:52,583 --> 01:12:55,708
you you cannot convert you. Really, Just need to understand 
how you influence

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01:12:56,041 --> 01:13:00,583
people to get closer to the product and then complete the 
purchase in one of

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01:13:00,583 --> 01:13:02,583
the retails You guys are partning with

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01:13:02,875 --> 01:13:06,583
Yeah, and what one of the transformation pieces we're 
looking at is?

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01:13:06,958 --> 01:13:10,791
Previously he was all that high, high, final part. And then 
let's hope that

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the sales come through. so it's now looking at K. If we 
can't sell

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directly, can we still use re targeting methods to build 
this's message?

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01:13:19,750 --> 01:13:24,500
Can we drive traffic to builds and messages as well to get 
people

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01:13:24,875 --> 01:13:28,416
interested? Um, the answers? Yes, I, you can.

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Okay.

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It's transforming the way we think about. Rather, it's just 
really big.

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01:13:33,916 --> 01:13:38,791
Awareness is what other digital market methods can we use to
 target people

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and bring them on the journey. So when they do go into their
 shop, they go.

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01:13:42,958 --> 01:13:45,833
I' going to buy fy life. I'm goingnna buy a blue band. I'm 
going to buy

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01:13:46,000 --> 01:13:47,291
chroma, because I've seen

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01:13:48,416 --> 01:13:51,458
all this interesting information online and now I'm going to
 buy.

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Okay, and how how do you guys measure that? Let's say if you
 cannot come, and

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01:13:57,166 --> 01:14:00,583
let say. if you don't measure the ▁ultimate measure like in 
the bit to see like

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01:14:01,083 --> 01:14:05,000
Daly sales. How do you measure like when you do like Ay 
testing or this kind of

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experiment? What are your Kpyes? What you? what you look 
after?

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01:14:08,916 --> 01:14:09,750
Um.

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01:14:10,666 --> 01:14:11,666
Not a good question.

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01:14:13,625 --> 01:14:17,375
I guess From from a pure marketing perspective we are 
looking at. Okay,

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what's our A to We call rate? Um, Why is our click to Ra 
women sending

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01:14:22,000 --> 01:14:25,916
people somewhere. Whats are whats our'll reach on this 
campaign, But we'

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01:14:26,166 --> 01:14:27,291
also make sure we do

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is we. we work for those partners. So our, in the 
Netherlands, we will go

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to them and say,

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01:14:36,750 --> 01:14:40,333
can you share the data from this campaign So we could see 
how things are

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going. So it is linking campaigns that we run with them 
through sales.

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01:14:46,750 --> 01:14:51,541
And then how do we then apply that knowledge and data to 
other parts as

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01:14:51,541 --> 01:14:52,166
well?

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01:14:53,375 --> 01:14:56,500
So we. we still have a really strong Kpi on sales

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01:14:57,541 --> 01:15:03,291
by its work. How we how we going to link our data from 
campaigns through to

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01:15:03,291 --> 01:15:04,291
that Sa. as well?

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01:15:05,583 --> 01:15:10,125
Okay, Okay, nice, So what what you do is say you're just one
 part of the chain.

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01:15:10,375 --> 01:15:14,291
So what you are trying to say? Like? Okay, what if I look Um
 at a broader

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01:15:14,458 --> 01:15:20,291
perspective, partnering with my retailers and so on, gather 
more data to try to

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01:15:20,375 --> 01:15:24,750
close the loop and E, get that full andten picture of the 
consumer and really

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01:15:25,166 --> 01:15:29,000
understand what is journey, what is experience, and 
▁ultimately how your action

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01:15:29,250 --> 01:15:34,291
impacts sales, even the engagement, but actually has uh on 
on on the platform

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you guys are

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01:15:35,250 --> 01:15:37,166
using to to spread Uh the knowledge.

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01:15:38,750 --> 01:15:42,916
cool, Okay, not, that's super super super interesting. I was
 really surprised.

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01:15:43,250 --> 01:15:46,458
I was a hundred percent sure. I for sure it say be to see. 
Yeah, they are on

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01:15:46,458 --> 01:15:50,208
the website, but I totally see the the point, like if your 
partner berritated.

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01:15:50,375 --> 01:15:54,916
It also makes sense that maybe you don't have a direct 
presence online to to

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01:15:55,083 --> 01:15:56,541
sell and complete the purchase.

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01:15:57,625 --> 01:15:58,916
Uh, I think.

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01:16:00,125 --> 01:16:05,000
But one other question, cause, uh, also like of our w. wrap 
up question, Uh, as

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we get towards the the end of the our time is uh,

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01:16:10,125 --> 01:16:13,250
food. He touch. a lot of people say everyone,

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01:16:14,833 --> 01:16:19,000
almost everyone. but uh, let's say more more and more. 
Hopefully everyone will,

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01:16:19,166 --> 01:16:22,833
Uh will get there at some point, Uh, closing the in the 
future.

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01:16:23,875 --> 01:16:28,666
So when you talk about Uh, getting an impact and get to the 
people, the

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01:16:29,250 --> 01:16:30,250
countryer is different

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01:16:31,250 --> 01:16:36,541
sex orientation, different genders. How do you get to the 
human race and

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01:16:37,166 --> 01:16:38,208
include all the people

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01:16:39,625 --> 01:16:40,625
through what you're doing?

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01:16:40,791 --> 01:16:46,000
yeah. yeah. I think it's so if we just look at like Bell 
from Netherlands

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01:16:46,083 --> 01:16:49,375
and France, we have different products. We have different 
taste. your. you

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01:16:49,416 --> 01:16:50,416
have to right people.

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01:16:51,541 --> 01:16:54,875
people look for different things in different messages and 
I'm

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01:16:56,166 --> 01:17:00,666
I'm I'm quite passionate as well around diversity around 
inclusion around.

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01:17:00,958 --> 01:17:05,125
Everyone's welcome at the table and they aren't just empty 
words. I think

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01:17:05,208 --> 01:17:09,041
it's quite easy for brands to say. Oh, we support everyone, 
but we're never

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01:17:09,208 --> 01:17:14,333
going to talk about the support we give and adding at thater
 I think we

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01:17:14,500 --> 01:17:17,916
take from the food perspective To begin with his looking 
out. How are you

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01:17:18,000 --> 01:17:22,666
marking your products Whosing your advert. Is it the same 
faces all the

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01:17:22,750 --> 01:17:25,125
time, the same glamorous people,

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01:17:26,250 --> 01:17:33,041
Um of one specific color. Um, Let's not get down a ro bad 
are are you? Are

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01:17:33,125 --> 01:17:36,333
you always showing the same faces in your advertising and 
therefore

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01:17:36,500 --> 01:17:40,583
excluding other people. What people want to see is people 
like me are in

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01:17:40,666 --> 01:17:45,833
the adverse. Therefore this product is for me, and I really 
believe, and

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01:17:46,166 --> 01:17:51,833
havily. for a long time, the big brands have a 
responsibility to show

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01:17:52,958 --> 01:17:58,875
support and to show diversity in the people they are working
 with. So for

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01:17:58,875 --> 01:17:59,791
me it's

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01:18:00,875 --> 01:18:05,625
let's change our advertisement as diversify who'. Showing in
 our advice,

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01:18:05,833 --> 01:18:08,750
let's make sure that we are talking to the right people in 
the right way.

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01:18:08,958 --> 01:18:14,416
So we have done tests targeting different audiences. so we 
did a campaign

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01:18:14,583 --> 01:18:17,541
towards the ▁l g B Tq plus audience. And

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01:18:17,541 --> 01:18:18,166
Mhm.

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01:18:18,166 --> 01:18:22,250
the reason behind now was to say Hey, if we talk to this 
audience. Look,

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01:18:22,583 --> 01:18:27,125
they still respond to our advertising. So Now that builds 
the case for we

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01:18:27,291 --> 01:18:30,666
should do something specific towards theudience.

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01:18:32,166 --> 01:18:36,500
That means we're going to make a rainbow cake and post on 
Inst. I think

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01:18:36,500 --> 01:18:37,500
that's Cs.

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01:18:38,875 --> 01:18:43,708
By, It's working. How do we support that community? How do 
we support the

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01:18:43,750 --> 01:18:47,708
black community as well, how do we support the immigrant 
community? How do

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01:18:47,750 --> 01:18:52,083
we support men and women? We? We've taken away the fact. 
I've taken by the

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01:18:52,166 --> 01:18:56,416
fact that we should target women when we're baking, Because 
mener. well,

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01:18:58,666 --> 01:19:03,625
I think it's having that sensibility of knowing the world 
has changed That

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01:19:04,083 --> 01:19:09,375
if we look at again, people, everyone forty five under wants
 to see

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01:19:09,541 --> 01:19:13,458
equlity. They won' see brand stand for something, since if 
you're not doing

289
01:19:13,708 --> 01:19:17,625
it, do you know what your competitor is going to do and that
 does not just

290
01:19:17,750 --> 01:19:21,041
the marketing thing Just then. when it comes to recruiting 
people, people

291
01:19:21,291 --> 01:19:25,291
want to work for brands that mean something. and our climate
 story. Our

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01:19:25,375 --> 01:19:29,125
climate change story is a really strong one, and I think our
 diversity

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01:19:29,375 --> 01:19:33,458
story can be a strong one as well, and gets us away from our
 competitors

294
01:19:33,541 --> 01:19:39,291
who just ignore it because they think what diversity plus 
margarine can't

295
01:19:39,375 --> 01:19:40,375
happen. Of course,

296
01:19:42,666 --> 01:19:47,625
No, I think like, especially when you're looking into. Let's
 say as you guys

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01:19:47,875 --> 01:19:52,375
say. Like mission to to change the world, and to target the 
word the human

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01:19:52,583 --> 01:19:57,958
population is is nice, because it's so diverse and it's like
 that's how the

299
01:19:58,041 --> 01:20:02,916
race is composed. That how that's how we are as people. And 
of course, if you

300
01:20:03,083 --> 01:20:06,125
want to target the war, you need to target all these 
different facets

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01:20:06,125 --> 01:20:06,625
Mhm.

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01:20:07,250 --> 01:20:12,291
Is what. Make it what Make it nice? So I hundred percent 
with you on that isy.

303
01:20:12,458 --> 01:20:16,750
You want to go after to the people? These are the people 
with all their Ch

304
01:20:17,583 --> 01:20:23,333
genders and everything that come with it. It's really. I 
think, probably the

305
01:20:23,416 --> 01:20:25,875
only way to look at it to be to be honest,

306
01:20:25,875 --> 01:20:26,791
Yeah,

307
01:20:27,166 --> 01:20:32,916
So no, I really really love and super, uh, super aligned 
with that, and also

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01:20:33,416 --> 01:20:37,166
super nice to see. Wheth. There are companies like yours 
that areready doing an

309
01:20:37,333 --> 01:20:41,708
impact on the on the on the work, and uh, make it more 
sustainable

310
01:20:41,875 --> 01:20:42,875
yeah,

311
01:20:42,875 --> 01:20:45,000
making, also people are healthier, so

312
01:20:45,208 --> 01:20:46,208
you got to

313
01:20:46,208 --> 01:20:46,625
super

314
01:20:46,625 --> 01:20:48,000
see the planet right. Youve got to do it

315
01:20:48,000 --> 01:20:51,166
Yeah, that that that's the ▁ultimate goal Or hopefully we 
can keep it for a

316
01:20:51,166 --> 01:20:52,000
little longer.

317
01:20:52,000 --> 01:20:52,291
things of cost.

318
01:20:55,000 --> 01:20:59,250
No, I think with with this, Chris, I think I really thank 
you for. Uh, for your

319
01:20:59,416 --> 01:21:04,458
time, was really like a pleasure to to chat with you, and 
uh, or afully like

320
01:21:04,541 --> 01:21:08,125
looking forward to understand also how these action that you
 guys are doing

321
01:21:08,666 --> 01:21:13,583
around. uh, uh, sustainability, diversity inclusion and all 
the expansion of

322
01:21:13,625 --> 01:21:18,583
these uh, planned based food goes so of O O, to have you 
soon again on the show

323
01:21:18,833 --> 01:21:21,625
for for a timeming, I really thank you for. Uh, for your 
time.

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01:21:21,625 --> 01:21:22,958
That's why. think's, he me,

325
01:21:24,125 --> 01:21:25,416
thanks a lot. Aiz

326
01:21:25,416 --> 01:21:26,291
You think by.

327
01:21:26,291 --> 01:21:27,250
day you too by.