Sandra Nomoto: Leading the Way in Vegan Business Marketing
Sandra Nomoto is an award-winning ethical marketer for cruelty-free businesses. She also offers a suite of services for authors with impact. She previously ran Conscious Public Relations Inc. for a decade, which was the fourth public relations agency in Canada to earn B Corporation® certification.
Nomoto is the author of two books, including Vegan Marketing Success Stories, the world's first vegan marketing book, honoured by Vegan Choice Awards in 2023.
On the side of her desk, she co-hosts VEG Networking Canada, Canada’s only vegan networking group, blogs at SandraNomoto.com, and writes for several outlets.
Sandra Nomotois an ethical marketer & book whisperer.
Why did you start your business, and when?
Between the time I closed my first business, Conscious PR, in 2018 and starting this business in 2020, I was freelancing and wondering what my next career path was going to be. I didn’t think I was going to do anything in marketing after 10 years of running a public relations agency. In December 2019, I thought I should see whether vegan media outlets would pay writers, and found that not all of them pay.
I sat down to meditate on the first Friday of December, and that’s when I got the “download” for “The Vegan Copywriter.” My business has evolved into doing much more than copywriting, but that’s how it began; to help vegan companies with writing content.
What do you wish you had known when you first started?
I wish I’d known that joining vegan networks sooner than later would be a key to unlocking my ideal client. While I don’t limit myself to working with vegan-owned companies or vegan authors, vegans are my best clients.
For example, I wasn’t a member of Vegan Business Tribe until 2023. I think community is key to building a business, especially if you’re a solopreneur like me and want to collaborate with other like-minded vegans.
What advice would you give to someone just starting a vegan business
Know your strengths and weaknesses. Where you’re weak, outsource or else upgrade your skills. Your network is everything. You’re not often going to find clients sending cold emails or DMs through social media, but your network might be your best referrals.
No one does it alone, so surround yourself with people who will support you, whether it’s a peer community of other founders/entrepreneurs/business owners, mentors, coaches, and so on.
What’s the most valuable tip or advice you’ve received for your business?
I’ve received a lot of advice over the years through mentors and peers, but know how to sell your product, service, or yourself. That’s the foundation of any business. And know where to market. You can’t say your product/service is for “everyone.” If you market to everyone, you market to no one.
Why would you recommend others to launch a vegan business?
Businesses make the world go around. They are also the cause of most of our world’s problems, and they have to be the solution. While the global population is only 1 to 4% vegan (roughly 10 million people), if you run a vegan business, you can have much more impact than an individual (even people we call vegan content creators or influencers are running a business).
If we want to see a vegan world, we have to usher people along the plant-based spectrum. I’m doubtful people can go from eating meat, dairy, seafood, and eggs to just whole plant-based foods overnight.
That’s where vegan products like meat alternatives come in. They’re part of the solution, even though they might not be the best products for health in the long term.
What has been your proudest achievement in running your vegan business?
My proudest achievement so far has been publishing my second book, Vegan Marketing Success Stories, the world’s first vegan marketing book. Even though I had published one book in 2019, this was the first one I took seriously. I invested C$10K in my team and did a real publicity campaign that resulted in over 70 media/podcast mentions over the course of a year and a half.
Sandra with her book Vegan Marketing Success Stories.
Not only did the book get me clients, but it catapulted my brand in the vegan world. I got (paid!) speaking opportunities that likely never would have come to me if I hadn’t published the book.
I never sought to be a speaker nor will this be a goal I want to achieve, but it’s nice to be the first to do something that also serves veganism. As of this blog post, there are still only four books out there that tackle vegan business, so if you have a calling to publish a book related to business, contact me and let’s get it out in the world!
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