The Audit

Find out what you are not saying.

Every food business is sitting on something. A real reason to be chosen that got lost between the work and the words. The Audit finds it, names it, and hands it to you in language you can use. Language your customers understand, that describes food they’ll want to eat.

What it is

Two kinds of experts reviewing at your product. One trained in what food actually does for the human body. One who spent 24 years watching what makes people buy. That combination is rare, which is exactly why the thing you're sitting on has stayed buried until now

What I look for

The story you're not telling.The value you've built and reduced to "wholesome." Where your food comes from, why it exists, what it does for the people who eat it, including the role it plays in prevention, the single most valuable territory in food right now. Distinctiveness is usually already there. It just isn't being said.

The claims that won't survive a bad day.The line a journalist could unpick, a regulator could flag, a sceptic could laugh at. Better you hear it from me first.

The one thing that matters most. The single true thing only you can say, that a competitor couldn't copy without lying. Find that, and you stop competing on price. You start competing on something they don't have.

What you get

A working document that tells you what your food does, what you can prove, what to lead with, and what to bin.

At the heart of it: the claim to build a brand around, written so it's ready for social, a menu, a tender, or a room full of people deciding whether to back you.

You're often the last to see what's most valuable about what you make. You're too close to it. I'm not.

Book the audit, find out what you are sitting on. → Heather@heathermcguire.ie