Communicator Spotlight: Andrew Noyes of Daily Harvest
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Photo illustration: Axios Visuals. Photo: Courtesy of Daily Harvest
Andrew Noyes has spent his career helping companies become better known and understood.
Why it matters: Now, he leads communications and corporate affairs for sustainably sourced food company, Daily Harvest.
What he's saying: "In the simplest terms, my job is telling the story of a mission-driven, sustainably sourced food brand in a very crowded space," says Noyes.
- "We have to tell that story in a way that advances our business goals and broader mission, while also connecting with consumers in an authentic and meaningful way, whether they're discovering our products through our [direct-to-consumer] channels, on Amazon or at their local grocer's freezer aisle."
How he got here: Noyes got his start as a journalist covering tech policy before taking a role at Facebook as its first D.C.-based communications hire.
- From there, he held positions at Uber, Sean Parker's civic engagement startup Brigade, and food tech company Eat Just before joining Daily Harvest in 2023.
- He also currently serves as a communications advisor to early-stage startups at the intersection of food, tech and climate solutions, like Savor and Zero Acre Farms.
Current priorities: As part of his remit at Daily Harvest, Noyes helps the company advocate for the broader transition to organic foods and leads partnerships with organizations like the Almond Project, which is a "farmer-led multiyear initiative to build a more resilient almond industry in the U.S."
Trendspot: The sway of micro-influencers
- "Daily Harvest leveraged influencers heavily in the early days, and what we found over the years is that the big ticket influencers are not working as well as they once did."
- "After doing a really deep dive on who our customers are, who our customers could be, and how we reach those potential demographics, we've then found constituencies of micro-influencers can work harder for us and make the dollar stretch further. We also have an affiliate program with publishers," he added.
What he's watching: The marketing soda wars playing out between Olipop and Poppi.
De-stress routine: Peloton. Noyes has completed more than 6,300 workouts to date.
- "Some people like to cook. Some people like to shop. Some people like to go to the movies. I like to spend time with my favorite Peloton instructors Robin Arzon, Jess Sims and Tunde Oyeneyin."
Best advice comes from his first editor at his hometown newspaper, The Register-Herald in Beckley, West Virginia:
- "Be true to yourself, whether it's in your personal life or in your business dealings."
