Flower Farm vs cat champ, who will flourish?

Marketing Monday --- Flower Farm vs cat champ, who will flourish?
Flower Farm seem to alter their bold positioning, they seem to be shifting their narrative from "no palm oil" to "only sustainable palm oil.
From a marketing standpoint, I'd say: finally. This is a much-needed evolution in their positioning and a more credible, long-term direction.

🧈 The Spread of the Challenge
That said, this shift is unlikely to make their path easier. The spreads category is crowded, and trust is hard-won. Their original proposition, replacing palm oil entirely with alternatives like shea was admirable, but arguably too polarizing for mainstream appeal.

By now focusing on the promotion of sustainable palm oil, Flower Farm taps into a more inclusive and realistic solution, aligning better with global sustainability goals.

🌍 From Ingredients to Impact
What's even more encouraging is their growing emphasis on deforestation. Moving the conversation from a single ingredient (palm oil) to the broader context of crop-related deforestation shows strategic maturity. There's room here for Flower Farm to become a thought leader—not just in palm oil, but across all commodities linked to deforestation.

🎨 Packaging as a Positioning Tool
Can they differentiate themselves in the spreads category? Yes—but not just through ingredients. Their bold, black packaging is a visual standout. It's not common in this space—reminiscent perhaps of Jersey Milk in the dairy aisle—but certainly eye-catching.

The key question is: Will this aesthetic choice resonate with consumers, or does it risk alienating them? That depends on how well they integrate the bold look with their brand's playful and purpose-driven personality.

👍 Credit Where It's Due
For now, I applaud Flower Farm's more grounded positioning. It's more trustworthy, relevant, and future-proof.

And a small note to Jasper Spaargaren, if I may offer a Marketing Monday nudge: lean into the positive tone of voice across all communication. It will add to the intrinsic fun element of the positioning. For instance, swap out statements like:

"FF aims to reduce the use of unsustainable palm oil"
with a more positive phrase like:
"FF is committed to stimulating the use of sustainable palm oil."

Link to MarketingTribune article

Link to LinkedIn post by Jasper Spaargaren 

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