As the messaging strategist for this futurist foodie startup, I helped establish a forward-looking verbal tone in-tune with the brand’s visual tone and values-first identity. Nectar Foods educates people without patronizing them, cheer on their choices without passing judgment, and welcomes all walks of food-life into the Nectar family with respect. Because they understand that their customers come from diverse backgrounds and come to them for equally diverse reasons — some to improve their physical performance, others to eat their values. They know the world of plant-based foods can be confusing and fraught with misinformation. That’s why they speak like the experienced and compassionate foodies they wished they’d had rooting for them at the start of their own plant-conscious journeys.