Ketchum launches specialty group Cultivate to service organic food sector

Omnicom firm sets its sights on a sector that is expected to grow into a $226 billion industry by 2018.

Amy Kull will manage the San Francisco-based Cultivate group
Amy Kull will manage the San Francisco-based Cultivate group

Ketchum has set up a specialty group called Cultivate to service the fast-growing healthy eating and sustainable food development categories.

Launched last week, Ketchum Cultivate is a community of culinary marketing, sustainability, nutrition and health, branding, issues and crisis, and content development experts that will help purpose-driven brands with a natural, organic, and sustainable focus.

Cultivate will operate under the Omnicom agency’s global food and beverage practice, which already represents free-range egg producers, artisan ice creams, sustainable wineries, and organic frozen foods.

The food and beverage practice’s SVP Amy Kull will manage the 20-strong Cultivate team out of San Francisco. "I’m an unabashed food-lover and have spent the better part of my 25-year career in food marketing, working with small and large food brands," she said.

The food marketing veteran was raised in Northern California, one of the epicenters of the farm-to-table movement.

In its global Food 2020 study Ketchum found that food evangelists have increased 10% in just two years and can no longer be considered a small group of influencers. The natural organic food sector is expected to become a $226 billion industry by 2018, according to Mintel’s Report on Organic Food and Beverage Shoppers.

"We are working with clients spanning emerging organic and natural food brands to established and familiar consumer brands launching natural food divisions or products," Kull said. "We’re leveraging our food marketing practices, organic and natural food expertise, and Sustainability & Social Impact experience, along with content approaches such as StoryWorks – our digital storytelling platform – and the Ketchum Food Studio."

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