潜水简介:
- A new fleet of influencers, including公共卫生活动家，名人营养学家，政客和食品博客作者已成为食品和饮料制造商营销工作不可或缺的一部分。
- Beyond traditional media, other sympathetic outlets such associal media, consumer websites and the fast-growing subset of alternative news outlets aregiving these influencers a voice and wider platform to share their message.
- 希望收回对其品牌的公众形象和声誉控制的制造商可以与这一影响者合作，以突出当今消费者要求的品牌及其产品的特征。除了风味，质地，外观和价格等因素外，这可能还包括产品对健康和环境的影响。
潜水见解：
These influencers rose in part out of consumers' distrust of food and beverage companies, particularly larger manufacturers and producers of legacy brands that don't always meet their health-centric demands. Nearly three-quarters of American consumers believe most manufacturers are more concerned about profit than consumer health, according totheNatural Marketing Institute. A recent Mintel study found that millennials were especiallymore likely to distrust major food companies.
Consumers are turning to a wider variety of sources for information on food, but these sources aren't always reliable.千禧一代的主要资源include个人医疗保健专业人员；朋友或家人；health, food and nutrition bloggers; and U.S. government agencies, according to a recent survey from theInternational Food Information Council.
食品和饮料制造商可以根据自己的营销和包装信息来控制某些对话，消费者prefer to access certain types of food information. Companies can also partner with some of these sources, such asfood bloggers和celebrity food activists, to influence the messages shared about their products.
在这里，制造商确实必须小心，因为消费者可能distrust industry-funded research和industry-backed food activists, asCoca-Cola和the美国卵板learned in the past year. Transparency is key to these efforts in terms of建立信任和exposing any conflicts of interest that could devalue those messages.
