Margaret Kime

 

It wasn't long ago that Moms would swap recipes and a little gossip over the back yard fence. Mom talk is alive and well today but the venue and the subject matter have changed. Modern moms, especially Millennial Moms, share their struggle with the tensions between time, taste and health everyday - particularly as kids head back to school. 

The conversation largely takes place in social media (eg, CafeMom, Circle of Moms, etc.), which is fast, viral, honest and informative. Moms chat about what to feed their kids, gluten concerns, allergens and ADHD triggers. And they talk about how hard it is to find the foods they desire while nearly 50% of Millennials confess, they do not know how to cook.

 

Now enterprising Moms are closing the gap by creating successful food businesses built on rich insights gleaned from frank discussions with their contemporaries. And they're reaching back out to the same sympathetic network of Moms to get the word out and ultimately, the sale. Brands like Mom Made Foods, Maddy's Organic Meals and Homemade Baby are at the forefront of Mom-led marketing of simple, but deliciously healthy foods.

 

Two examples for product inspiration are Mom Made Foods, organic foods for kids and babies, and Homemade Baby, certified organic, Kosher, freshly prepared and convenient baby food. Mom Made Foods was founded by a full-time working mother who "couldn't find any freshly made store-bought alternatives that I felt good about feeding him."  Co-Founder/Chief Executive Mommy for Homemade Baby gave her favorite recipes a nutritional makeover, shared with friends then shared with busy parents nationwide.

Our research suggests this may mark a paradigm shift in the food industry. Brands have often leveraged chefs or restaurants for innovation, inspiration and endorsement. But these entities are removed from 'home life' and are associated with good taste, not necessarily kid-friendly and health.

So it's no surprise that Mom-marketed brands are uniquely positioned to credibly deliver convenient, tasty foods that pass the health hurdle.

There are established, robust networks of Moms out there. How can your brand join the conversation? The solution? The experience that's worth sharing over the virtual backyard fence?