Snaxshot#47: Community Packaged Goods

seize the mints of production!

A newsletter on upcoming food and beverage trends that offers a curation of brands and aesthetics written by Andrea Hernández.

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🔮 Peek into the future:

• CPG now stands for community packaged goods

• focus on building out the fans not the FUD

• empowering the consumer communes

• proof of platform —living in the web3 middle

• DTC: DAO-to-Consumer, co-creating with non-fungible tastings

• what’s in a chain, that by any other name would proof the same?

• seize the mints of production —on the new utility mint auctions

• cannabis market after dark, as opposed to dark markets

• Oracular Spectacular, curation of new products

• Spoonful of news

CPG: Community Packaged Goods

There are two inalienable truths in 2022, that at one point you too will suffer the spam of cryptobots on Twitter and second, that web3 will be brought into the conversation in one way, wordle, or another, because like life and taxes, it has somehow become an inevitable subject. To be fair we did warn you about the permeation of it into food and beverage back in September of last year, however, we’re not really talking about trend chasing gimmicks like launching a virtual version of a product to garner hype around the movement, lol McDonald’s how about you fucking mint an original recipe and let us fractionalize the wins—but I digress.

As I’ve previously stated in our web3 F&B updates. the space deserves necessary criticism, however, it does hold the promise of improving upon existing dynamics, and in an industry that is highly aggregated, LMAO our entire food supply is owned by like 5-6 conglomerates, I choose to believe that wielded correctly, web3 can be leveraged for good —though if shots of optimism aren’t really part of your keto, adaptogenic diets, gather around degens, gird your Ledgers and watch your step, the floor is rising so beware of any incoming rug pulls, and remember, the gas is not always cheaper on the other chain.

For those who have yet to read Kevin Kelly’s “1,000 true fans” the TLDR was basically that if one is able to achieve a MVA, minimum viable audience, ergo 1,000 diehard groupies, then one foregoes the need to scale to maximize one’s monetary potential —in his 2008 essay he notes how the internet offered the potential to see this dynamic manifest itself in a way that was most fruitful for both parties at hand. However, what we got a decade later, was centralized “creator” platforms where yes, you could have 1,000 true fans, in fact you could have millions, yet one would still be under the chokehold of platforms —otherwise known as “web2” dynamics. Examples of this include Facebook’s ever changing algorithm that has basically become a Ponzi scheme where you pay to reach the audience you built in the first place lol, and most recently the exploitive fees on Etsy that is leaving seller’s at a literal loss, that sparked a recent boycott.

A few weeks ago we talked about building brand universes as a way to hedge against these predatory behaviors from platforms we have become enslaved to, a brand universe contains many multitudes but most importantly a black hole, a gravitational pull that draws people in, whether it’s a feeling, external signaling, a mission, etc, a less expensive and less extractive way to attract those 1,000 “true fans” —the premise is simple, no matter how big your universe expands (platforms, IRL, URL, etc) the pull remains the same. This is an important reminder, that the focus should be on building one’s fans, and not FUD, cryptolingo for fear, uncertainty and doubt, and so if we can focus on pulling in community, and less on the FUD stemming from the possibility of losing out on growing our audiences on web2 platforms, one can lay the foundations for what comes next, taking it from proof of community, to community as cofounder.