Welcome to episode 2 of HeroInside, the first and only Ingredient Branding podcast. This episode is hosted by Tomas Vucurevic, arguably the world’s most influential global Ingredient Branding expert.

This time, Tomas is joined by Noel Hall, the Executive Chairman of Bast Fibre Technologies from Victoria, British Columbia. BFT is a regenerative material systems company addressing the preferred materials gap in global fabric production. Their Sero® Ingredient Brand has embarked on becoming the first regenerative Ingredient Brand for next-generation natural performance fibers. Enjoy the conversation full of insightful perspectives on how we can overcome the preferred materials gap and make the next generation of materials accessible and affordable.

Some of the topics covered in this episode include:

- Understanding the state of preferred materials
- What organizations and institutions such as Textile Exchange, Ellen McArthur, BCG, McKinsey, and others are noticing about the textile industry, especially trends in recycling and circularity.
- The importance of making NextGen materials accessible and affordable through mainstream collections
- The role and potential of co-innovation and collaboration
- Inventing and producing new things versus innovating by using what already exists through eco-design
- Tapping into new markets such as personal hygiene: the state of the period care market and the success of working with like-minded consumer brands
- The regenerative business, considering everything from crops and farms to the end of life of the product
- Fighting eco-anxiety and countering negative campaigning by facilitating positive change
- The worrying rise in the supply-demand gap for preferred raw materials to as much as 130 million tons
- Evidence-based marketing and the fight against greenwashing in the face of increasing regulation

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After listening, share your opinion, thoughts, and questions on LinkedIn.

THEMES AND TIMESTAMPS

02:56 - Moving from the healthcare industry and agency world to the fabric market
05:32 - Importance of NextGen materials and raw materials
07:34 - 3 factors influencing the materials gap
09:57 - Legislation in textile sector and greenwashing
12:52 - Scaling NextGen materials using known technology
15:53 - Consumer trends, period care market, and material innovation
20:15 - From sustainability to regeneration
24:30 - What are preferred materials? (Climate+, regenerative agriculture)
28:35 - 2 types of preferred materials, the future of recycling synthetics
32:09 - How to make it as an Ingredient Brand?
36:07 - Mountain biking and Ingredient Brands

Enjoy and subscribe to this channel and keep up with the new episodes!

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KEEP FOLLOWING THE JOURNEY OF THE GUEST

• ⁠Bast Fibre Technologies website⁠⁠


• sero™ website


• Noel Hall's LinkedIn⁠
  

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SUBSCRIBE ELSEWHERE

• ⁠⁠YouTube⁠⁠


• ⁠Google Podcasts⁠


• ⁠⁠Apple Podcasts⁠⁠


• ⁠⁠Castbox⁠⁠

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QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS

If you have any questions or ideas, please reach out through podcast@braindery.com.
We are also open to collaborations and sponsorships. If you wish to be featured at HeroInside, reach out through podcast@braindery.com and we'll get back to you as soon as possible.

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• ⁠BRAIND website⁠⁠


• ⁠⁠The BRAINDERY⁠⁠

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The BRAINDERY is the education and community platform of BRAIND®. It is a space for collaborative learning providing tools to the Ingredient Branding community such as the first Ingredient Branding MasterClass and the HeroInside podcast.

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ABOUT THE HOST

Tomas Vucurevic is the Founder and Managing Director of BRAIND® and one of the leading global experts in Ingredient Branding. Half of his career was as Global Brand Manager for Gore-Tex. The other half was as the Founder and Managing Director of BRAIND, a brand strategy consultancy focused exclusively on Ingredient Branding.

Follow Tomas on LinkedIn.