Micro communities vs influencer programs

also, the FDA suspends milk lab testing, and there is not enough avocado oil for all of you

This just in:

➡️ Lab testing milk just got DOGE’d. Private sector labs like Certified Labs will likely pick up the slack.

➡️ We’ve been anticipating it, and Khloe’s protein popcorn finally dropped and it feels anticlimactic.

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Are you right for a micro community?

I got some incredible Chinese out of a van parked across the street from where I went to high school in San Jose. In order to get the meal I first had to download WeChat and join the Mini Programs for this group. Now I get daily updates on available supply of goods like:

Of course I cannot do anything about it because I don’t know Chinese. But folks — this is how to get your audience.

I’m sure you’ve noticed influencer engagement rates dropping on TikTok and Instagram. In its place are private micro-communities. WeChat’s Mini Programs is an e-commerce app inside the platform but only available to the private group. More broadly, platforms like WhatsApp and Telegram, and even Substack Chats are where engagement is, and it’s where you need to focus your energy if you’re an emerging brand.

Which platform is right for your brand depends on where you find your people, and how large of a community you are fostering — WhatsApp leads in overall popularity and user base, while Telegram excels in group size and features, and Geneva, Threads, and Substack cater to more niche communities and content consumption.

I’d like to follow the success of this. Write to me and tell me how it’s going :)

These are not the kind of peas pea protein is made from

Are recognizable visual elements more important than truth in ingredients? Because pea protein is derived from the field pea which is a yellow pea. Curious your thoughts. Nevertheless, neat to see single ingredient pea protein powder from this brand.

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There is not enough avocado oil to supply all real and imagined reformulations

Pirate’s Booty founder is falsely claiming on LinkedIn that he is buying back the brand from Hershey and reformulating with avocado oil.

The avocado oil market is growing at nearly 6% CAGR, and there are shortages and rampant fraud.

If your products are formulated with avocado oil I’d like to hear from you on sourcing and integrity. Please email me.

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Free snacks on Amtrak

My Amtrak route offers free snacks and drinks — mostly Pepsi-FritoLay items— due to the suspension of Café Car service. For Fiscal Year 2025, Amtrak has requested $4 billion in federal grants and I wouldn’t be surprised if that gets DOGE’d and we go back to paying for snacks.

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It’s fun to watch Gavin squirm on high speed rail

I’m mesmerized by unpopular personalities trying to win us back. Meghan Markle is boring as heck on Netflix, hocking her kitchen pantry line As Ever, but Gavin Newsom is quite entertaining and informative on his new pod, This is Gavin Newsom.

Gavin is obviously attempting to repositioning himself politically. Listen to him sweat on the debacle that has been high speed rail at @ 51:30 of the interview with Ezra Klein.

There is a new California High-Speed Rail Authority CEO who is charging ahead on extensions into SF and LA. Construction has already disrupted irrigation systems, reduced available farmland, and, in some cases, delayed compensation to affected farmers. I personally can’t wait to get to the Bay Area zippy quick though, to then hop in a driverless Waymo once I get there. Too bad ticket sales will never make up for the billions it cost to do high speed rail. Maybe Waymo can chip in.

Heyday Canning is raising a Series A round to support upcoming expansion into key national retailers. If you’d like in on this please email me and I’ll put you in touch.

All my best,

Jennifer