Modern food culture requires transparency from food and beverage companies, brands, and products. Narrative is the primary vehicle for providing consumers the information they need in order to trust, and to discern food and beverage quality. This webinar defines narrative and explores its essential elements. Case study examples illustrate how key narrative attributes are correlate with sales volume growth across several food/beverage categories. Narrative matters as consumers try to make sense of, and connect within, an increasing hectic and divided world.