Tor Goldfield

Oatly x HeadCount are making registering to vote super easy. Check your status today at headcount.org/oatly. It takes two minutes. Seriously. And if you happen to be in Atlanta, consider your 9/22 coffee run optimized. Stop by Portrait Coffee from 9am–2pm, check your voter registration with HeadCount and get a free drink on Oatly. Maybe bring a friend and make a whole civic outing of it.

How do we make it easy for people to choose more healthy and sustainable foods?  Focus on taste, the public say.  From Insight to Impact – a deep dive into what we believe are the key levers that can drive food system change, using 29 expert interviews and a poll of more than 12,000 consumers across the UK, US and Europe.  PART 2 - FACTS AND LOGIC DON'T MAKE MOUTHS WATER  Despite growing interest in what is in our food, it’s taste (and price), not health nor climate impact, that decides what ends up on our plate.  We all know that food decisions can often be emotional, not logical. We therefore won’t change minds with numbers and information alone. Indeed, @Amy Roach has previously written about gluten free food stating that if a gluten-free dish on a menu is entitled ‘coeliac bowl’, then “only people who are coeliac will want to pick it”. Whereas if you offer a Thai rice bowl, people will pick it “simply because it sounds delicious”.   At Oatly, we know this from our work last year. In blind taste tests across eight cities last year, roughly half (and sometimes more!) of people preferred Oatly in their coffee than cow's milk. That’s significantly more than the number of people who have ever tried it or who order oat milk – or any plant milk – in their coffee day to day. So the barrier isn't taste itself; it’s actually the preconception of taste and an emotional tie to what we’re used to.  Desirability isn't a superficial marketing layer on top of sustainability work.  It is a sustainability strategy in itself.  So we must  -   Build genuinely delicious, sustainable food, that easily become norms, not  “alternatives"  -   Design product marketing based on food psychology and not just the facts  -   Rethink food environments, how food is displayed and promoted  Who do you see getting this right? Find the full report below in comments and stay tuned for part 3.   PS A drink that matches my outfit maybe also helps me choose the lower impact option!! #FromInsightToImpact #FoodSystemChange #Sustainability #ClimateAction #Oatly #NYCW #NYClimateWeek

This year I set myself a pretty big challenge, to climb 38 mountains. There’s a reason for the number, my sister and my best friend both died aged 38. I wanted to remember them by doing something we loved to do together, getting outside, climbing mountains and in the process, raising money for the Nottingham Women's Centre where I’m a trustee. The Centre delivers vital work supporting women and their children across Nottinghamshire. So far I've climbed 34 mountains and I now have just 4 mountains left to climb this year. I've been lucky enough to climb mountains in England, Greece, Spain and Wales with the highest peaks being just under 3000m in the Mount Olympus mountain range in Greece. I've walked with friends and family, I've made new friends, I've met explorers (including Ben Fogle who was every bit as lovely as he seems) I have loved every second and I'm conscious of the immense privilege of being able to do this challenge. To have the time, freedom, health and opportunity to spend the year walking through extraordinary environments. I’m aiming to finish all 38 by October and raise £3,800 for Nottingham Women’s Centre - I'm so nearly there! If you’d like to support the challenge, drop me a message and I'll happily share the link - all proceeds go towards Nottingham Women's Centre. It's been an incredible year - thanks to everyone who has been a part of it so far.

I write a lot on here about internal communication, leadership and organisational change. But I don't often explain what organisations actually hire me to do. Broadly, there are three areas where I tend to come in. 1. Interim and fractional communications leadership Sometimes an organisation needs experienced communications leadership quickly – because there's a gap, a period of significant change, or a need for senior capability without making a permanent hire. I step in at Head or Director level to bring clarity and direction, strengthen the team and build the function's credibility and influence with senior leaders – leaving it stronger and more strategically capable than I found it. 2. Change and transformation communications I've spent much of my career helping organisations communicate significant change – transformation, restructuring, new strategies, operating models and new ways of working. The work usually starts well before the comms plan. What is actually changing? What does it mean for people? Where are the points of friction? What are leaders going to find difficult to explain? And where is communication being asked to compensate for a problem it cannot solve? 3. Building and resetting internal communications functions Sometimes the issue isn't a particular programme. It's the function itself. I've built and led global IC teams and helped organisations rethink strategy, operating models, channels, governance and measurement. Often the aim is to move internal comms away from being an internal content factory and towards being a genuine adviser to the organisation. The three areas overlap. The common thread is usually that something important is changing, communication has become complicated, and the organisation needs experienced judgement rather than simply more content. That's generally where I do my best work. If that sounds familiar, feel free to drop me a message.

DIY (Drink It Yourself) Osmanthus Cold Brew Tonic, https://lnkd.in/dJPPJuXq

Ahead of next week’s #climateweeknyc, we are launching Oatly’s new series, From Insight to Impact. It’s a deep dive into what we believe are the key levers that can drive food system change, drawing on insights from expert interviews and a poll of more than 12,000 consumers across the UK, US and Europe. Link to the report in comments. Over the next few weeks I’ll be sharing snippets of what we learned.  PART 1: OPTIMISM IS A STRATEGY…  Ten years of pointing at what’s broken. A summer marked by some of the clearest reminders yet of the impacts of climate change. It can be tempting to focus on the negative. Yet now more than ever, we need a different tactic and we believe that’s one underpinned by optimism.   80% of people say the future of the food system matters to them (which is great, because as far as I’m aware we all need to eat!). In the words of Mark Hertsgaard “more than eight in 10 human beings on the planet want their political representatives to preserve a liveable future."  Great, right?  Yes and no. Because the research also shows people believe they’re the only ones worrying about it. And that feeling can be paralysing and lead to inaction.  In stark contrast to public sentiment, experts close to the action are almost uniformly optimistic because they see the solutions and areas of change that are starting to deliver the impact we need.  So a sector that sees signs of progress, yet consumers feeling isolated in their concern? It points to a clear opportunity to connect that “silent majority”, make their shared concern visible, and turn individual anxiety into collective momentum.   With optimism itself as a strategy for change....what can we do? Well, we’ve identified two things:  1. Our Industry must commit to sustained effort, even when policy stalls, progress looks slow, or backlash lands, and communicate this to inspire more action.  2. Media, Brand & Platforms must unlock the power of the silent majority by connecting the concerned and reframing the narrative in media, on digital platforms, and across the industry. Always using clear evidence and examples.   I'm sure there are a million other things we could do with optimism as a strategy? Any ideas? Please share your thoughts so we can all learn and move forward together. #climateweeknyc #FromInsightToImpact #FoodSystemChange #Sustainability #ClimateAction #Oatly 

Proud moment: I’m joining Harper's Bazaar as a columnist, diving into the subject that has driven my curiosity for a decade: food. Every two weeks, in the digital edition, I’ll be sharing my take on plates, dining culture, and everything that makes eating such a fascinating part of life. To me, food is a medium no different than fashion or cinema, whether we’re talking about heirloom tomatoes, new openings, or politics behind it. My first piece is live, featuring a look at what goes through my mind when dining solo. You can read it here: https://lnkd.in/d2PyPCmx