Retail news that keeps industry pros in the know
Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.
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Lígia Moraes de Campos held roles at Coca-Cola FEMSA and Danone before helping entrepreneurs bring their products to market as a food business consultant at Fair Food Consulting.
How would you describe your job to someone who doesn’t work in retail? I assist food and beverage entrepreneurs throughout the innovation journey, from concept to consumer. This includes understanding their target market and needs, which enhances the likelihood of success when launching new products.
One thing we can’t guess about your job from your LinkedIn profile? My job involves supporting companies in fostering innovation, building their brands, and making it all happen by observing the world and human behavior. Although it may seem like a highly social role, the reality is that it’s mostly me and my computer.
What’s your favorite project you’ve worked on? The development of a complete portfolio of 100% natural cold-pressed juices, including consumer and market research, branding, naming, visual identity, storytelling, and story selling (retail positioning).
Which emerging retail trend are you most excited about right now, and why? The retail trend I’m most excited about is the rise of small, indie brands that are more open to taking risks and innovating rapidly and attractively.
What’s your go-to coffee order? Americano coffee, hot or cold, depending on the weather of the day.
Worst piece of advice you’ve received? “Trust the process.” I don’t usually trust the process. I prefer to have contingency plans or escape routes. It’s a project management mania.
What was your favorite retail product when you were 15? When I was 15, my favorite retail products were clothes, especially designer ones. Nowadays, with the maturity of being almost 42, my preferred items are books, vinyl records, and gourmet delicacies.