KAMUT® Brand Wheat: An Ongoing 17-Year Partnership.
Client
KAMUT® Brand Wheat
Service
Integrated Communications
Industry
Food & Beverage
Impact
Ongoing 17-Year Partnership
"What began as a project became a seventeen-year partnership built on shared values, trust, and a belief that authentic storytelling could change how people think about food."
The Challenge
When we first met KAMUT® Brand Wheat at Natural Products Expo West in 2009, it was an extraordinary product with a remarkable story - but relatively unknown in the United States. Founder and organic farmer Bob Quinn, PhD, was understandably skeptical about hiring a New York communications agency, questioning whether we could truly understand organic agriculture, the future of farming, or his mission to reconnect people with healthy food. Our first strategic presentation changed his mind - and began a seventeen-year partnership built on shared values, trust, and authentic storytelling.
The Objective
Bob had one clear goal: position KAMUT® Brand Wheat as an essential part of every conversation about ancient grains. Achieving that meant far more than generating media coverage - it required creating authority, educating consumers and health professionals, and establishing KAMUT® as a trusted voice within the growing movement toward healthier, regenerative food systems.
Our Strategy
Rather than positioning KAMUT® simply as another ancient grain, we built a broader narrative around food as medicine - highlighting its nutritional profile, digestibility, scientific research, and role in a healthier lifestyle. Just as importantly, we recognized that Bob Quinn himself was one of the brand's greatest assets. Authentic, knowledgeable, and deeply passionate, Bob became the face and voice of KAMUT® - making him a compelling spokesperson for journalists and consumers alike. Together, we shifted the conversation, one grain at a time.
Building Authority
Over seventeen years, ADIN developed integrated communications programs that evolved alongside changing consumer interests and media landscapes: national media relations, thought leadership for Bob Quinn, TV and podcast appearances, book publicity for Grain by Grain, and science-based storytelling highlighting nutrition and digestibility.
Grain by Grain in the Media
Building Influence
We introduced KAMUT® through respected voices consumers already trusted - registered dietitians, cookbook authors, chefs, food writers, athletes, and influencers. Collaborations with partners such as The Creative Kitchen, Whole Foods for Kids, and The Food Nanny brought the brand to life through cooking camps, sampling events, media dinners, television appearances, and cookbook partnerships.
Media Dinner at Hearth, New York City
Building Experiences & Community
To deepen engagement, we created food editor dinners, experiential marketing, consumer events, and milestone celebrations at Natural Products Expo West - including the 25th, 35th, and 40th anniversaries. As communications channels evolved, so did the strategy: through social media, influencer engagement, and ongoing storytelling, we continued expanding awareness while reinforcing KAMUT®'s leadership within the ancient grain movement.
Events & Industry Presence
The Impact
Over a seventeen-year partnership, KAMUT® Brand Wheat evolved from a little-known heritage grain into one of the most recognized and respected names in the category - widely associated with healthy living, regenerative agriculture, scientific credibility, and exceptional taste. Our work extended well beyond traditional PR, supporting milestone anniversaries, the leadership transition from Bob Quinn to his nephew Trevor Blyth, and the launch of the Quinn Institute - helping shape conversations around regenerative agriculture, healthy eating, and the connection between good food and good health.
"The ADin team always delivers insights, creative ideas and innovative solutions. A resource for forward thinking and measurable results, they have kept us in front of key media and influencers while helping us grow our global brand. We value their dedication and enthusiastic support."
Trevor Blyth
President, Kamut International
National media leadership, thought leadership, experiential marketing, and community building across a seventeen-year partnership.
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