""Rawcology was started to share the message that nutrition can be powerful and life-changing," Ms. Tomulka says. "Having that personal approach connected with the audience, and from the beginning we had such a great community of supporters.""
""I remember there were some posts in the early days where (Tara) had even shared on Mental Health Awareness Day that (she) suffered from anxiety, and this was how (she was) dealing with it.""
""We got to a point where we were big enough that we could pull back and have a really stylized grid, have it be very product-focused or user-generated content. But I don't think that speaks to our product story, our why," Ms. Loach Tomulka says."
""And as a small or medium-sized business, the only way to do that is to connect from a very human place.""
Founder-led social media can create strong community engagement through personal storytelling and vulnerability. Rawcology leveraged its founder Tara Tomulka’s transition to holistic nutrition and candid mental-health disclosures to build early audience trust and support. As the brand scaled into retailers such as Costco, the founders balanced polished, product-focused content with maintaining human-centered storytelling and visible founder presence, including featuring their faces on packaging. Co-owner Megan Loach Tomulka credits vulnerability and a storytelling mentality for connecting customers to the brand's purpose. Some small businesses succeed with faceless branding, so platform strategy should align with product, audience and operational capacity.
Read at The Globe and Mail
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