Yogi Super Foods: Innovations in Digital Marketing

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Kath Lestina Volunteer Assignment with Farmer to Farmer Guatemala and YSF


Photo by Becca Roebbl

Marco Barbi left a successful business in Spain in 2008 because he was not in harmony with a newly discovered spiritual journey. He wanted to align his new values with his professional life and give back to the community in a positive way. After moving to Guatemala, he found that opportunity with Yogi Super Foods (YSF). Since no one was selling Kombucha in Antigua at the time, Marco started preparing it at home and soon he had enough to share with his friends, who responded positively. With this encouragement, he decided to develop recipes and packaging to produce Kombucha. In 2014, as his popularity grew in Antigua, Marco expanded to Guatemala City, hiring people and securing all the licenses and product registration needed to establish his business. Yogi Super Foods now has over 40 products, which provide customers with essential nutrients for the body and include an  inspiring message on the package to nourish the soul. With his company mission statement, the “Happy Soul Project,” he hopes to accomplish success by aligning his goals and social values with those of his customers.

For her assignment with YSF, Kath Lestina focused on the power of digital marketing channels, including the YSF website, Fac ebook, and Instagram, to increase its value for the customer and improve the sales of YSF products. The intent was to build loyalty, increase the customer base, and retain customers through proven E-Commerce Strategies. Kath and Marco began by visiting markets where YSF products are sold and touring the factory and office space. They then began an overview of the current YSF website and social media channels and brainstormed new ways to drive traffic, enhance visibility and attract new customers.

By the end of Kath’s assignment, YSF had improved the imagery on their website, assimilated data through Google Analytics and Facebook Insights, developed a new logo, and scheduled meetings with key stakeholders who could transform YSF into an international brand.

Kath Lestina remarks, “as the world-wide economy is changing from a “storefront” economy to an e-commerce economy, a business can be almost anywhere in the world and be successful, especially if they have the technical skills to achieve their dream.”

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