segment

so i think i know what my true benefit/segmentation variable is...

"need for foodie cred"

Unfortunately i think that's the best way I can say it, but we're talking about people (like me) who often find themselves talking about food, recipes, etc, and for whom the "i got this from this little farm up the road I just found out about" story is the favorite one they tell.

It's a little hard to say this without buying into foodie elitism, but I kind of feel like foodie elitism is exactly what I'm selling. I feel a little dirty. Like a true marketer.