MAND November Board Member Spotlight: Anna Gustafson

Briefly tell us about your day-to-day work: PURIS is a vertically-integrated, plant-based protein manufacturing company. In essence, we buy yellow field peas from North American farmers and produce pea protein powder that is sold into the food industry. We work with small start-ups all the way up to large, multinational corporations like General Mills and Nestle. In my current role, I liaise between PURIS’s Sales and Marketing teams to ensure our marketing efforts support the Sales team. I do this by conducting market research and developing assets such as PowerPoint decks, sell sheets, email campaigns, and website landing pages. PURIS’ Sales team uses these tools to move potential customers through the sales funnel. I also coordinate tradeshow execution for the PURIS enterprise.

Tell us about things you do that you find particularly interesting or motivating: While much of my day-to-day work is “top of the funnel” (vetting new leads, sending samples, troubleshooting technical issues), I also work with some accounts directly and close deals of my own. Many of my customers are smaller and emerging brands, and I particularly enjoy helping these start-ups launch novel products onto the market. Attending tradeshows is a very enjoyable way to see the creativity of food makers today; I love seeing new brands put a “better for you” twist on a classic product, like adding protein or servings of vegetables to boxed mac & cheese! I’m highly motivated by PURIS’s (and our customers’) commitment to sustainability and traceability in our food supply. As a self-proclaimed “climate foodie,” I believe eating more sustainable, local, and plant-based foods is one of the best things we can do for planetary health!

What has surprised you about your work? I am surprised at the relatively low number of RDNs in Sales & Marketing for the food industry. Many nutrition professionals have a negative view of the food industry and “big food,” but the best way we can make a change in our food system is by being involved in it directly! My colleagues at PURIS often ask for my RDN opinion on market trends and new products on the market. Our customers sometimes need support formulating for optimal nutrition; this is where the RDN credential is invaluable in putting new products on the market with credible, evidence-based claims.

What trends are you seeing in your work? There is a big movement currently towards “functional” foods and beverages! Ingredients like functional mushrooms (e.g. reishi, lion’s mane, cordyceps), adaptogens, CBD, and other herbal/botanical extracts are being added into everything from sparkling water to snack bars. Admittedly, I haven’t dived into the clinical trials and evidence for many of these ingredients, but I do believe it’s an area that RDNs should be paying attention to.