As a journalist navigating a daily deluge of pitches, one begins to perfect the craft of separating the wheat from the chaff. In my case, it’s a skill born out of conviction— a barometer that determines the stories I tell in the ever-evolving food and sustainability space, and the partners with whom I can create the most profound synergies. This is where those with a powerful, purpose-driven personal brand really stand out.
According to public relations consultant and personal branding expert, Qamar Zaman, “a personal brand is not just a reflection of who you are and what you do, but a projection of what you stand for and the values you want to share with the world.”
On a macro level, those who align themselves with a meaningful cause must embody their agenda with authenticity and in ways that resonate deeply with a new era of conscious and informed consumers. The bottom line? Integrity. Studies show that an inauthentic brand message or weak sustainability claims can negatively impact brand reputation and credibility.
According to the EY 2024 Institutional Investor Survey, 85% of investors believe that greenwashing and misleading statements about sustainability are a bigger problem than they were 5 years ago.
The growing awareness of greenwashing means people are looking beyond claims. “They want to see values in action— and this is where personal branding becomes crucial,” says Anna Guyer, Founder and CEO of Greenhouse, a B Corp-certified communications agency that has been focused on driving positive social and environmental change for the past twenty years. “When a personal brand is used to inspire positive change, it can be an incredibly powerful force, showcasing a vision for a greener, cleaner future without chastising, preaching or alienating audiences.”
Here’s how visionaries and game changers of food and sustainability are building powerful personal brands.
Integrity: Stay True To Your Message
In an age when authenticity is the currency of trust, those who champion meaningful causes must not only declare their ideals but embody them with unshakeable integrity.
“Our professional relationships ultimately are anchored in trust so I want to honor that by “walking the talk” as much as possible,” says Michael Hoevel, Managing Director at Marchmont Communications, a boutique sustainability communications agency based in London. “I try to live by the same principles in my personal life that I apply when advising my clients: have clear goals in mind, do more than what is easy or natural, track my progress (and celebrate it), and be humble in my fallibility.”
This isn’t about empty gestures or hollow hashtags. For example, a truly sustainable food manufacturer should try to source sustainable ingredients from local sources where ever possible, use sustainable packaging, make sustainability a priority in transportation, reduce waste, and aim to be as efficient with resources as possible.
In 2019, I reported that consumers increasingly expect food-related businesses to align their actions with meaningful food-related causes. At the time, food insecurity emerged as a top priority, with 71% of consumers expecting restaurants to take the lead in providing meals to those in need.
The Zero Hunger Private Sector Pledge (ZHP)— an initiative spearheaded by the Global Alliance for Improved Nutrition and the Shamba Center for Food and Climate— provides food systems companies with a platform to make a public commitment to end global hunger. The initiative has attracted hundreds of millions of dollars in pledges from companies around the world.
Be Useful
A compelling personal brand hinges on a distinct value proposition— a unique blend of skills, experiences, and perspectives that makes an individual or a company indispensable. In the food and sustainability space, this often manifests through the strategic creation and dissemination of intellectual capital or thought leadership.
The UN Food and Agriculture Organization (FAO) exemplifies this on an institutional level. Its data-driven insights serve as cornerstones of its extensive value proposition. Flagship publications like The State of Food Security and Nutrition in the World (SOFI) (developed in collaboration with partners: IFAD, UNICEF, WFP and WHO) distill complex data into actionable analysis, while FAOSTAT provides open access to an unparalleled global repository of agricultural data.
Whole Foods’ annual food trend predictions offer another stellar example of leveraging intellectual capital to reinforce brand authority. Similarly, One Acre Fund’s climate finance projections for smallholder farming, unveiled at COP29, made a significant impact, highlighting the organization’s value as a thought leader in sustainable agriculture.
Thought leaders like Chris Mitchell, Managing Partner at Bramble Partners; Ty Beal, Senior Technical Specialist at the Global Alliance for Improved Nutrition; and Dr. Mark Hyman, Co-Founder and Chief Medical Officer of Function Health, excel at sharing their expertise via insightful and influential social media posts.
Empower “Your People” to Champion Your Brand
While this strategy may seem tailored for companies, it is equally relevant to individuals whose success relies on the strength of their networks, freelancers, or word-of-mouth endorsements.
Ron Johnson, Managing Director and Co-Founder of Blueprint Creative— the world’s first Bhranding communications and design agency (Branding + HR = Bhranding)— and author of Tighten Your Shoelaces: How the World’s Leading Companies Defend and Grow Their Brands During a Crisis, underscores the importance of breaking down silos between a brand and its people. “If your employees aren’t buying into your brand promise, chances are, neither are your customers,” he notes.
The most effective way to align people with brand values begins at the hiring stage. Island Innovation, a global consultancy fostering sustainable solutions across island communities, prioritizes hires who share a deep alignment with its mission.
“We’ve discovered that our most powerful brand differentiator is our team’s authentic connection to the communities we serve,” says CEO, James Ellsmoor. “When we hire, we look for individuals who are rooted in their island communities. This geographical and cultural diversity isn’t just about representation— it’s about having team members who intimately understand and are passionate about the unique challenges and opportunities that island communities face. They don’t just represent our brand; they live our mission of connecting islands for sustainability and innovation.”
Inspire… Everyone
Few terms in sustainability communications lexicon irk me more than “target market.” Why? Because a mission rooted in true purpose should transcend demographics and inspire all of humanity. The future of food and the environment is a shared destiny, and its message must resonate universally— because behind every donor, policymaker, and leader is a human being with values, emotions and aspirations.
Mia Mottley, Prime Minister of Barbados, has harnessed her powerful voice to lead the fight for climate justice. Combining passion, authenticity, and moral urgency, her speeches inspire action and challenge the status quo. At COP26, her viral address— asking, “When will leaders lead?” resonated far beyond environmentalists and policymakers, shaping global perceptions and cementing her legacy as a transformative force in the global climate movement.
The Save Soil movement, spearheaded by Indian yogi, Sadhguru, has inspired people beyond the realms of agriculture and soil science by reframing soil health as a global human responsibility. With Sadhguru’s ability to connect scientific realities with spiritual wisdom, the movement has made soil health accessible and deeply relevant to everyday life.
Create A Content Ecosystem
According to Qamar Zaman, “Many professionals and organizations stop short when it comes to leveraging their personal brand’s full potential. They put in the effort to secure visibility, whether through media interviews, thought leadership content or public speaking engagements, but fail to maximize the long-term value of those efforts.”
Zaman emphasizes that long-form content, such as feature articles, can serve as a foundation for repurposed materials— blogs, podcasts, and videos— “that dive deeper into the subject matter, establishing you as a subject matter expert.”
Modern platforms like TikTok, YouTube vlogs, and Instagram Reels allow for dynamic, bite-sized storytelling that engages diverse audiences. By integrating these with traditional platforms such as LinkedIn or long-form formats such as editorials and podcasts, individuals can create a seamless, multifaceted brand presence.
The World Resources Institute (WRI) exemplifies this approach, with its flagship publication Insights anchoring a multi-channel strategy. Through infographics, videos, blogs, and podcasts, WRI combines original research with exceptional storytelling, all centralized on its award-winning website.
Be A Storyteller
Storytelling is a transformative tool for humanizing a personal brand. It bridges the gap between identity and impact, forging emotional connections while showcasing authenticity and purpose.
B Corp-certified PR agency, Shape History excels at storytelling, turning complex social issues into edgy, action-inspiring narratives. With punchy, humor-packed social posts and thought leadership articles in top industry publications, Shape History elevates brands, educates audiences, and drives impact.
Award-winning Sierra Leonian Chef Fatmata Binta elevates her brand through “Dine on a Mat,” an immersive experience blending Fulani traditions, storytelling, sustainability, and community, offering diners a taste of authentic food culture.
Chef Peter Ivey, CEO of The Reggae Chefs, has transformed personal adversity into a powerful personal story that drives the purpose behind his brand. Once homeless and hungry, Ivey now leads Mission:FoodPossible, a nonprofit, and PIII Culinary Kit, a social enterprise that leverage culinary innovation, education, and youth engagement to tackle food insecurity head-on. “My mission is to ensure as few people as possible face what I did,” he declares.
Networking: The Power Of Relationships
Networking, partnerships and relationship-building expand influence, open doors, and facilitate introductions that drive collective progress. Networks create spaces where ideas converge, solutions emerge, and progress accelerates, helping to catalyze brand objectives.
Organizations like Food Tank set the benchmark for using events and summits to unite advocates, policymakers, and industry leaders. By fostering collaboration, they solidify their position as the authoritative global think tank for food.
The World Food Prize Foundation embodies transformational networking, uniting global leaders annually to address critical food and agriculture challenges. Honoring pioneers in food security, it advances Norman Borlaug’s vision as the father of the green revolution, while its youth programs foster mentorship and cultivate future leaders aligned with its mission.
The Action on Food Hub, led by EIT Food, ProVeg International, and the Future Economy Forum, unites stakeholders across food and climate sectors. Launched at the Bonn Climate Conference and active at the Rio Trio of COPs, it amplifies marginalized voices and fosters transformative dialogue, driving collective progress.
Oliver Camp of the Global Alliance for Improved Nutrition has earned a reputation as a master connector. By leveraging WhatsApp forums, he has singlehandedly streamlined communication and fostered collaboration among professionals across the global food systems and climate communities.
Final thoughts…
“We urgently need more influential role models to showcase alternatives to the current systems and structures that are failing both people and planet,” says Anna Guyer of Greenhouse.
Chef José Andrés, a Spanish-American chef and restaurateur, and the only chef with a two-star Michelin restaurant and four Bib Gourmands, is one such role model who personifies personal branding perfection. Through his humanitarian organization, World Central Kitchen, and José Andrés Media, he uses storytelling to bridge culinary passion with purpose and advocacy, inspiring change through television, podcasts, books, and digital platforms. His work exemplifies Qamar Zaman’s insight: that leveraging personal brand visibility through impactful narratives creates long-term value and drives meaningful action.
If you’re looking to build a personal brand that influences and inspires, opportunities abound. EIT Food’s personal branding course launches in January 2025, the London College of Foreign Trade offers a certification for sustainability advocates, and Future Learn provides online tracks in business and management to help you hone your narrative and expand your impact.