Editor's choice: The foundational four P's

The solution to the hand-wringing market spiral that traps the alternative protein sector could be as simple as returning to the beginning.

The beginning, in this case, being the foundations of marketing: The 1960 essay that laid out the Four P's of marketing (product, promotion, pricing, place). Looking back over the last five years of growth in alt-meats and alt-proteins, many companies simply ignored this proven scholarship. Many are no longer in business.

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