Veronica Fil

Go-getter
DISC Type : d

Co-Founder + CEO at Grounded Foods

Carlton, Victoria, Australia

Overview

Veronica Fil is the co-founder of Grounded Foods, leveraging her background in consumer psychology and economics to grow food brands. She is a published author and provides fractional CMO services specializing in brand strategy and positioning for CPG and hospitality businesses. People who have worked with her describe her as having an "exceptional ability" to grasp marketing nuances.

Originally from Australia, Veronica and her partner moved to the US to launch their innovative plant-based cheese company. She is passionate about creating sustainable and delicious alternatives to dairy that appeal to mainstream consumers, not just vegans. She has authored a travel guide focused on plant-based dining in America.

Unique fact: Her company, Grounded Foods, was the first to create plant-based cheese using fermented cauliflower and hemp seed.

Personality Overview

Decisive

Fast-Paced

Direct & Candid

They care equally about the product and its potential impact.  They focus on objectivity in a pitch and pay little attention to bells and whistles. They don’t always try to control the conversation but neither do they like yielding it fully.

Topics They Care About

Plant-Based Innovation
Co-founded a company making novel dairy-free cheeses from cauliflower and hemp, driven by a desire to fix the unsustainable dairy system.
CPG Brand Strategy
Utilizes her background in behavioral economics and consumer psychology to identify market gaps and position food brands for mainstream success.
Food Sustainability
Focuses on creating environmentally resilient food systems by using sustainable ingredients and working with farmers to transition to the plant-based economy.

Media Appearances

Veronica Fil, Grounded Foods Co: Hemp & Cauliflower Cheese. Featured in Apple Podcasts

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Veronica Fil (Grounded Foods) - an LA cheese story.. Featured in Apple Podcasts (Australia)

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Making Plant-Based Cheese With Grounded Foods' Veronica Fil. Featured in YouTube

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Work History

1-2019 - 7-2023
Co-Founder + CEO at Grounded Foods
3-2017 - 2-2019
Head Of Marketing at Mr Harry's Marketing Department
9-2016 - 1-2019
Marketing and Business Manager at Lûmé Restaurant
10-2014 - 3-2017
Copywriter at You & Co
4-2011 - 4-2015
Strategic copywriter at From the Desk of Veronica Fil

Education

Economics from Murdoch University

More Information

Social Presence :

Prographics :

Exp : 12 Location : Carlton, Victoria, Australia Job Level : N/A Designation : Co-Founder + CEO at Grounded Foods
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Insights For Selling To Veronica

During A Call Or A Meeting

DO's

  • Refer to testimonials from others in similar positions
  • Make sure that they have the necessary authority, they could present false stature sometimes
  • Ask them questions confidently while doing discovery, don’t be apologetic

DONT's

  • Avoid long winding pitches, stay objective
  • Don’t expect them to change their mind quickly if they say no once
  • Don’t try to be an alpha salesperson, give them equal space

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Veronica is

  • Belief in the product plays an important role, followed by objective proof and testimonials.
  • Will you ever get a clear answer from Veronica

  • They may hesitate slightly, but if they are not convinced, they will say no.

Insights For Deal Planning

    How fast (or slow) will Veronica move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Veronica take some risk or not?

  • They can take risks only after they have analyzed the advantages and disadvantages.

You And Veronica

Personality Compatibility


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