Icon Food Marketing has been a driving force behind the success of over 100 emerging food and beverage brands. Founded by Annette Davidson, the company has transformed how brands connect with consumers through in-store demos, merchandising, and marketing services.
“Seeing the brands we’ve worked with grow from obscurity to household names within their niche markets is what truly defines success for me, this is how we measure success”
Annette shares her insights on leadership, success, and the future of Icon Food Marketing. Her answers shed light on her journey, the company’s services, and her passion for helping brands thrive in a competitive market.
1. What inspired you to start Icon Food Marketing?
Icon Food Marketing was born from my desire to help emerging food and beverage brands navigate a highly competitive marketplace. Many innovative brands struggled to gain visibility in retail, particularly those with unique products. I saw a gap where I could offer hands-on marketing solutions that would allow these brands to engage directly with consumers through in-store demos and merchandising.
My vision was to provide affordable, impactful marketing services that empowered these brands to compete with larger, more established companies. Watching these brands grow and flourish has been incredibly rewarding and remains the driving force behind Icon Food Marketing.
2. What is your approach to fostering a positive workplace culture?
At Icon Food Marketing, I focus on creating an environment of collaboration, respect, and continuous learning. Empowering my team and giving them ownership of their roles is key to fostering a positive workplace culture. Open communication and valuing everyone’s input ensures that everyone feels engaged and motivated.
We also prioritise work-life balance, offering flexibility and celebrating achievements—both big and small. By encouraging innovation and personal growth, we foster a supportive culture where creativity thrives and the team can perform at its best.
Above all, I believe in creating an inclusive environment where everyone feels comfortable sharing ideas and experimenting with new approaches, which ultimately leads to collective success.
3. How do you define success for yourself and the company?
Success, for me, is measured by the positive impact we have on the brands we work with. It’s not only about reaching financial targets but about helping emerging brands grow, gain recognition, and thrive. Seeing the brands we’ve supported grow from obscurity to household names or respected within their niche markets is what truly defines success for me.
For Icon Food Marketing, success lies in building strong, lasting relationships with our team, clients, and retail partners. Whether we’re increasing brand awareness, boosting sales through effective in-store demos, or helping brands expand into new retail spaces, the trust and growth of our partners are what make us truly successful.
Long-term success for Icon Food Marketing is about sustainability, creativity, and delivering personalized service while continuously empowering brands to scale and succeed in a constantly changing market.
4. What advice would you give to aspiring entrepreneurs?
My advice for aspiring entrepreneurs is to start with a clear vision but remain adaptable. Know your “why”—understand the problem you’re solving and the value you bring to the market. But be prepared to adjust your strategy based on feedback, market shifts, and challenges that come your way.
Building a strong support system is also crucial. Surround yourself with mentors, a talented team, and a network of fellow entrepreneurs who understand your journey. Entrepreneurship can be tough, and having others to lean on is invaluable.
Don’t fear failure! Every setback is an opportunity to learn and grow. Resilience is key. Reflect on your challenges, learn from them, and continue moving forward with renewed energy.
Lastly, take action! Don’t wait for everything to be perfect before you start. Launch with a strong foundation and refine as you go. Trust the process, stay committed to your vision, and always be open to learning.
5. What excites you most about the future of Icon Food Marketing?
The future of Icon Food Marketing excites me because of the endless opportunities for growth and innovation in the food and beverage industry. Consumers are becoming more conscious of the products they buy, and emerging brands are rising to meet these new demands with innovative solutions.
I’m thrilled by the potential to expand our services and global reach, particularly as we incorporate digital and social media services into our offerings. By helping brands connect with consumers both in-store and online, we’re creating a more holistic approach to brand-building that will drive long-term success.
Additionally, I’m excited by the relationships we continue to build with brands and retailers. Each partnership brings new challenges and creative opportunities, and I look forward to helping brands navigate these exciting shifts in the industry.
6. Can you elaborate on the services you offer at Icon Food Marketing and how they benefit your clients?
At Icon Food Marketing, we offer a wide range of services tailored to help emerging food and beverage brands grow their visibility and retail presence:
In-Store Product Demonstrations: We specialize in creating impactful in-store demos that engage consumers directly at the point of purchase. These demos help brands build awareness and drive sales by creating memorable, hands-on experiences.
Merchandising and Sales Support: We help brands optimize their retail displays to grab consumers’ attention and ensure product visibility. Our ongoing sales support helps brands maintain prime shelf space and boost sales performance.
Tradeshow Management + Support: We seamlessly manage your tradeshow presence with expert planning, booth setup, and on-site coordination.
Event Marketing and Pop-Ups: We assist brands in creating unique marketing experiences such as pop-up shops and food vendor events, which provide interactive opportunities for consumers to engage with products in exciting new ways.
At the heart of these services is our commitment to personalization. We understand that no two brands are the same, and we tailor our strategies to align with each brand’s specific goals and market. Our global reach—spanning the US and UK—further allows us to help brands expand into international markets.
Our team of passionate professionals is dedicated to driving results for our clients, whether they’re small artisanal producers or larger retailers looking for innovative new products. At Icon Food Marketing, we aren’t just service providers; we’re partners in our client's growth and success.