Global Food Safety Resource

Building an engaged food safety audience through podcasting and expert thought leadership

The Highlights

Mayes MarCom partnered with Global Food Safety Resource (GFSR) to grow and engage their audience of food safety professionals through strategic content development, digital marketing, and distribution. As the strategist behind GFSR’s Eye on Food Safety Podcast and editor of the monthly Eye on Food Safety Journal, our experts at Mayes MarCom positioned GFSR as a trusted voice in food industry education.

The Challenge

GFSR's mission was clear: to help food safety professionals and industry decision-makers make safe food. However, they needed help developing new ways to share content and continue creating content that spoke to the needs of a truly global food safety audience. GFSR sought to expand its thought leadership, increase its audience, and provide timely, actionable insights that aligned with its training platform and mission.

The Solution

We helped to develop and launch the Eye on Food Safety Podcast, managing all aspects of technical production and promotion. Each video episode aired live on LinkedIn monthly and was then published on Spotify and Apple Podcasts for on-demand listening.

We secured expert guests, crafted show descriptions, and social content that included edited audio and video. We also promoted the podcast strategically to build listenership and engagement. This included tailored post copy, timely tagging of guests and industry leaders, engaging audiograms and graphics, and consistent promotion of training and editorial resources. Cross-posting content in more than 20 targeted LinkedIn groups also increased audience reach and discussion among food industry professionals. 

Alongside the podcast, we also served as editorial director for GFSR’s monthly Eye on Food Safety Journal, sourcing and editing expert-written articles, aligning topics with the latest regulatory and technical developments, and optimizing content for SEO and visibility on LinkedIn.

To amplify the reach of both the podcast and journal, we also implemented a strategic LinkedIn outreach plan. We connected with strategic industry players and podcast registrants after each live episode, sharing replay links and related resources to keep the conversation going and to ensure they were following our company page and were part of our LinkedIn groups. We increased the overall LinkedIn following by 18 percent over a two-year period, adding more than 2,000 new followers to the company page. Additionally, the GFSR group expanded to over 15,000 participants.

The Results

• A growing and loyal podcast audience across LinkedIn, Spotify, and Apple. We saw year-over-year growth, with an average of 300-plus podcast registrations per event by 2025, representing a more than 2x increase in just two years. In addition, we set a registration record in April 2025 with 419 people registered for the episode on innovative food safety training.
• Consistent expert contributions and publication of the Eye on Food Safety Journal
• Increased engagement and visibility across LinkedIn, including regular shares from industry leaders and 15,000 followers.
• A stronger brand presence for GFSR as a go-to source for food safety education and insight.

From concept to distribution, Mayes MarCom helped GFSR turn its content into community, and its mission into momentum.