286: Behind the Plate: Why Ingredient Stories Matter for Event Menus
On this week’s episode, I sat down with Ali Cox, the Founder and CEO of Noble West, an award-winning marketing consultancy specializing in the entire agricultural ecosystem. We explored how event professionals on both sides of the table—planners and food service teams—can bridge the gap between farm and table.
As a fifth-generation farmer, Ali combines her deep-rooted understanding of farming with cutting-edge marketing strategies to help brands tell the story behind their ingredients.
Ali shared her insights on the importance of regenerative agriculture, how to reduce food loss and waste, and why telling the story of where our food comes from matters now more than ever. Focusing on transparency and sustainability, Ali discusses how event professionals can bring a new level of intentionality to food and beverage, offering guests more meaningful and impactful dining experiences.
Whether you're working behind the scenes in food service or planning the menus, this conversation will reshape how we think about F&B at events. Let’s connect farms to tables, one meaningful meal at a time. 🌍
You’ll walk away with fresh ideas and a new perspective on creating intentional, impactful F&B experiences.
Behind the Plate: Why Ingredient Stories Matter for Event Menus
In this episode of "Eating at a Meeting," Tracy Stuckrath is joined by Ali Cox, founder of Noble West and an advocate for sustainable agriculture. Tracy and Ali dive deep into the significance of ingredient stories and how they impact event menus. They discuss how Walmart’s Project Gigaton aims to cut 1 billion metric tons of carbon emissions by 2030 and how sustainability checklists are becoming vital in farming practices. Highlighting corporate ESG goals, Ali emphasizes the importance of transparent marketing to enhance consumer trust and awareness. The episode also explores challenges in agriculture, from farmer narratives to food allergy management, and sheds light on the need for clearer communication between event planners, chefs, and suppliers to foster inclusive and sustainable food experiences.
Heard on the Episode
"Walmart’s Project Gigaton is a game-changer in reducing carbon emissions and promoting sustainable farming." ~Ali Cox (07:23)
"The real challenge here is that there's, like fundamental, like misalignment in that farmers are compensated based on yield. How much can they grow per acre? How many pounds? How many nuts to the acre? How many stocks? How many bags? How many bushels? How many cartons? And consumers are that they don't care about that." ~Ali Cox (19:17)
"The story behind food ingredients gives consumers the power to make informed, value-driven decisions." ~Ali Cox (19:57)
Key Topics Discussed
Sustainability in Agriculture
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Walmart’s Project Gigaton initiative
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Sustainability checklist factors: water, packaging, emissions
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ESG goals and agricultural technology investments
Marketing & Consumer Trust
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Effective communication of sustainability efforts
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Overcoming consumer skepticism regarding food labels
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Building trust through transparency
Event Planning Considerations
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Aligning experiences with ESG goals
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Engaging attendees with food sourcing stories
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Managing food allergies and ingredient transparency
Challenges in Agriculture Narratives
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Farmer hesitancy in public engagement
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Comparisons of produce safety standards across countries
Important Practices for Event Planners
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Direct communication with chefs and suppliers
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Educating attendees on food sourcing
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Integrating intentional sourcing into event marketing
Key Takeaways
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Ingredient Stories Overcome Challenges: Consumers who understand the story behind their food make informed, value-driven choices.
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Sustainable Sourcing: Align event menus with ESG goals by collaborating closely with chefs and suppliers.
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Messaging Matters: Transparent marketing efforts are essential to build consumer trust and meet sustainability commitments.
Tips
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Investigate Food Origins: Ask detailed questions to chefs and suppliers about where ingredients come from.
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Promote Transparent Sourcing: Highlight the story of your event’s food sourcing in marketing materials.
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Ali Cox
Founder & CEO, Noble West
Ali Cox is an agriculture and food ingredient marketing visionary and founder of
Noble West, an award-winning marketing consultancy that specializes in the entire agricultural
ecosystem. From fresh produce and nuts to dairy and agTech, Noble West works in all aspects
of agriculture.
As a fifth-generation farmer, Cox returned home to California’s Central Valley in 2007 with the
singular goal of making world-class marketing services available to the abundance of farmers
and growers in the area. A fierce advocate for farmers, Ali’s blend of a deep personal
connection to the land and business acumen has made her a highly sought after strategist by
her clients. With an eye on the future of farming and the climate crisis, Cox regularly consults
with her clients on upcycling, regenerative water use, and hydroponic & organic farming
practices.
Cox was a walk-on rower at the University of San Diego and went on to win a Silver Medal in
the 2004 Olympic Games in Athens. A Turlock native, she is a graduate of Turlock Senior High
School and University of San Diego where she majored in Communications and minored in
business. She happily purchased her childhood home where she resides with husband Tony
and their two sons.
