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Karuna, an entrepreneurial brand builder, shares her journey with Nature\u2019s Fynd, a company that developed a new protein source from a unique fungus discovered in Yellowstone National Park.\n\n1. From Outer Space to Your Plate: The Unlikely Origin of Nature\u2019s Fynd\n\nNature\u2019s Fynd\u2019s story began with a NASA research project aimed at understanding how life could survive in extreme environments. This research led to the discovery of a remarkable fungus thriving in Yellowstone National Park\u2019s volcanic springs. \n\n2. Revolutionising Protein: A New Frontier in Nutrition\n\nNature\u2019s Fynd\u2019s fungus can produce protein in just 3 to 4 days, compared to the months or years required by animals and plants. This rapid growth makes it a game-changer in meeting the dietary needs of a growing global population. The protein is also incredibly nutritious, containing 50% protein, 30% fiber, and a variety of vitamins and minerals. Additionally, the fungus thrives in an acidic environment, eliminating the need for antibiotics, pesticides, or hormones, making it a cleaner and healthier protein source.\n\n3. Marketing the Unthinkable: Turning Fungi into Food\n\nOne of the biggest challenges Nature\u2019s Fynd faced was convincing consumers to embrace a fungus-based food. The company focused on taste, understanding that no matter how sustainable or healthy a product is, it must taste good to succeed. Nature\u2019s Fynd built its brand around the Explorer archetype, a rare identity in the food industry, which aligned perfectly with their innovative story of pioneering new territories in food production. Through strategic branding and storytelling, they successfully shifted the narrative from \u201cweird\u201d to \u201cwonderful.\u201d\n\n4. Launching in a Pandemic: Nature\u2019s Fynd\u2019s 2020 Debut\n\nNature\u2019s Fynd was set to launch in March 2020, just as the COVID-19 pandemic began. While this timing seemed unfortunate, it turned into an opportunity as consumers sought innovative solutions during the crisis. The brand\u2019s message of optimism and innovation resonated with consumers, making their launch a symbol of hope in uncertain times.\n\n5. Navigating Consumer Skepticism: Building Trust with Taste\n\nUnderstanding that taste is the top priority for consumers, Nature\u2019s Fynd focused on making their products delicious to gain acceptance, even among skeptics of fungi-based food. Early market research revealed that younger, more open-minded consumers were the most interested in the product. By carefully segmenting the market, the company effectively targeted the most promising customer groups. Recognizing the deep cultural connection people have with food, Nature\u2019s Fynd introduced their product in familiar forms like yogurt and cheese spreads, easing the transition to fungi-based foods.\n\n\nKaruna Rawal is the CRO & CMO of Nature's Fynd. Karuna is an accomplished brand builder and Emmy award winner with 25 years of success transforming the world\u2019s most iconic brands.\n\nConnect with her on Linkedin https://www.linkedin.com/in/karunarawal/\n\nVisit Nature's Fynd https://www.naturesfynd.com\n\n\nJagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. \n\nPlease visit Jasravee at https://jasravee.com/\nConnect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ \nEmail Jasravee at jasravee@gmail.com\n\n\nIndex\n\n00:00 Preview & Introduction to Karuna\n02:18 NASA Discovery: From Space to Earth\u2019s Future\n05:23 Fungi Protein: Nature's Fynd Launched During a Pandemic\n12:46 Segmenting the Market: Who Wants to Eat Fungi?\n21:08 Content Pillars: Education , Lifestyle, Health, Taste\n30:06 Challenge of Habit Change: Yogurt, Cheese, and Beyond\n45:38 Food, Creativity, and Sustainability: The Explorer Archetype\n51:01 Aligning the Brand with Company Values\n52:52 Marketer\u2019s Journey: #likeagirl \n01:04:35 Rapid Fire with Karuna Rawal\n01:08:30 Connect with Karuna Rawal\n