Everything about a food product needs to shout ‘I’m delicious – eat me!’

The Importance of Brand Consistency

There is also a lack of brand consistency – the website brand execution is much more powerful and ‘Mexican’ than the labels themselves, yet it is the labels which have to work hardest in selling the product.

While Marcela is trying to establish the brand this whole area of brand identity, consistency and impact is really crucial and merits real investment and attention to detail.

I get the sense from the video clip that Marcela is starting to feel overwhelmed by doing everything herself and it echoes the old Michael Gerber saying about ‘Working ON the business not IN the business’. I would advise Marcela to outsource the production to a food manufacturer with spare capacity (her value is in the recipe creation not the cooking of them) and focus on developing the brand (which includes amazing new products/flavours – especially ‘Purple Cow’ products like Cactus Salsa, which in themselves would be highly PR-able) and on getting big deals, whether that be from supermarkets or restaurants/pubs willing to include Rico flavours on their menus.

Levi Roots’ Reggae Sauce is a great example of how to create a strong well executed food brand.