Superfoods fuel social success
In harnessing the power of online marketing, entrepreneurs like Jenn Silver have the ability to reclaim their brands' narrative.
Silver is the founder and co-owner of Wild & Raw Superfood + Juice Bar in Calgary. The business started as a pop-up juice stand before Silver opened up shop in a Kensington-based storefront with the help of her father and brother in 2014.
"At first, I just wanted to make juice," Silver, a SAIT journalism grad, says.
Almost a decade since the alumna received her SAIT credentials, she recalls a longtime fascination with juicing and the raw food movement, even basing a large majority of her class assignments on the topic. "My instructor would ask, 'Do you always have to write about juicing?'" she says with a chuckle. "And I'd say, 'Yes, I do.'"
Although a superfood business may not seem like a natural extension of journalism, Silver says she continues to use these skills — photography, graphic design and writing — to grow much of her health-conscious clientele through an online blog and social media.
Blending talent and passion
"I was inspired to open Wild & Raw because I am passionate about health and optimal wellness through the avenue of food," she says. "And it's also as a creative platform to share my curiosity and creativity with the world."
Silver says she uses that creativity to concoct new recipes in-store and connect almost daily with her community through Wild & Raw's Instagram and Facebook — each with 5,484 and 2,739 followers, respectively, and climbing.
Ingredients for digital life
Deepa Acharya, Academic Chair, Marketing in SAIT's School of Business says online marketing is a "crucial part of doing business" and is comprised of well-designed websites, accessible social media accounts, company responsiveness and search engine optimization.
"Social media is really important for relationship cultivation," she says. "Customers rely on being able to get quick answers and provide feedback to the companies they engage with."
For Silver, social sharing means she can easily and instantly share her business' story in "an organic and personable way."
"I'm here to connect [with customers] and I want to inspire and influence," she says. "I think authenticity is sexy and that sells."
Written by Giselle Wedemire
Photo by Ashley Naud