As someone who has had a diverse career solving communication and messaging challenges across a hodgepodge of industries and educational institutions, I’ve learned that every organization has a story at its core. It’s not in the flashy logos or catchy taglines—it’s in the lived experiences of its people. This belief was a core driver of a recent project with three of our CIFT Consortium members—J.T.M Food Group, Henny Penny, and Marsha’s Buckeyes—where we explored the profound impact of authentic storytelling.
Through interviews conducted at their facilities, we captured not just what they do, but why they do it—and the human stories that connect their work to something greater.
Why Organic Stories Matter
In today’s content-heavy world, where we are bombarded daily with messaging, people crave something real. That’s why scripted marketing often misses the mark and doesn’t deliver engagement. For this project, we focused on creating videos that let the employees and owners of J.T.M Food Group, Henny Penny, and Marsha’s Buckeyes speak in their own words about their journeys, challenges, and achievements.
Here’s the reality: when people talk openly about the “why” behind what they do, it hits home in a way a planned and polished pitch never could. Take Marsha’s Buckeyes, for example, where the story isn’t just about making candy—it’s about memories of home and tradition, passed down through generations. Or J.T.M Food Group, whose commitment to innovation and forward-thinking has been instrumental in their growth from a regional supplier to a national powerhouse. These aren’t just businesses—they’re stories of passion and purpose.
Turning Employees into Advocates
One of the surprising and rewarding parts of these types of projects is watching employees become the most compelling spokespeople for their companies. They often aren’t even aware of the power of their words as they say them. It’s truly organic.
At Henny Penny, engineers and R&D professionals shared how they’re tackling challenges like oil efficiency and product consistency with a sense of purpose and pride. Their genuine enthusiasm made it clear: these employees weren’t just working—they were contributing to something bigger.
By giving people the chance to speak candidly, without the constraints of a script, we turned a company’s culture into a powerful and persuasive message.
The Role of CIFT in Driving Stories Forward
The common thread between these three companies in this particular storytelling is their membership in the CIFT Consortium, which has a mission to drive innovation and collaboration in the food industry.
For Marsha’s Buckeyes, CIFT has been a lifeline for food safety and compliance support, acting as a 24/7 consultant. J.T.M Food Group credited CIFT for enabling a groundbreaking collaboration with Ohio State University that revolutionized their production process. And for Henny Penny, CIFT’s network provided not just cost-saving opportunities but also fresh perspectives that helped keep their projects moving forward.
These stories combined both the individual companies as well as the impacts of their Membership in our Consortium.
A Call to Reflect on Your Company’s Story
As I reflect on this project and others, I see the broader lesson: your company’s story—rooted in its people, its values, and its history—is its most powerful asset. Don’t underestimate the impact of giving your employees the platform to share their genuine experiences. Their passion and integrity can become your most effective marketing tool.
If you’re a company in the food industry looking to explore this approach, or even if you’re just curious about the possibilities, I’d love to chat. Reach out to me and let’s start a conversation about how storytelling can elevate your brand.