Amy Graves

CEO and Founder at Hidden Consumers Consulting

Food & Beverages

Education: UW-Superior - UC Davis
Lake Elsinore, CA, USA
Bluesky
INVITE TO SPEAK

Biography

Amy Graves is a compelling speaker and a guest speaker at numerous industry conferences, known for her expertise in marketing strategy within the food industry and her advocacy for health-conscious consumers. As the CEO and Founder of Hidden Consumers Consulting, she is dedicated to helping brands connect with the often-overlooked demographic of 'hidden consumers'—those whose purchasing decisions are deeply influenced by health concerns and sensitivities.

Passion

Driven by a commitment to accessibility and inclusion, Amy is passionate about empowering brands to effectively engage with health-conscious buyers. She believes that every consumer deserves access to products that cater to their unique health needs, and she is dedicated to transforming the marketplace to better serve these individuals.

She is the author of "The Hidden Consumer: Uncovering the Power of Health-Conscious Buyers". Release Date September 2025

Best Story

One of Amy's most memorable speaking engagements was at a national conference where she shared her personal story alongside actionable strategies for businesses looking to tap into the hidden consumer market. The feedback she received was overwhelmingly positive, with many attendees expressing how her insights transformed their understanding of consumer behavior in the food industry.

Origin Story

Amy's journey began with her own struggles with severe food sensitivities and allergies, which prompted her to reevaluate her relationship with food and products. This personal challenge ignited her passion for advocating for health-conscious consumers and led her to write her upcoming book, 'The Hidden Consumer', where she shares insights from her experiences and research.

Example talks

The Untapped $19 Billion Market: Strategies to Engage Hidden Consumers in Natural and Organic Spaces.

​Everyone has a food story. Either it is a personal story or they know someone with food restrictions. But it goes beyond food sensitivities, intolerances, and allergies. These are people who struggle to eat food with some of the most basic lab-created ingredients. The estimates are $19 Billion is left on the table each year by the food industry becaue they don't know how to connect with their Hidden Consumers. 


This presentation is adjusted to address each industry's specific concerns and needs. No two presentations are exactly alike.​


In this presentation, we discuss:

  1. Why this is happening and why the product you created is important.

  2. How your company can position itself to stand out from the competition.

  3. The bottom line: Increased sales from a group of consumers who are estimated to struggle to spend $19 Billion each year.


Key Takeaways:

  1. What you do compared to the rest of the market

  2. What is the Hidden Consumer looking for (and who is the hidden consumer)

  3. Thinking beyond traditional marketing

The Hidden Consumer: Uncovering The Power of Health-Conscious Buyers

Who is the Hidden Consumer? A majority of Americans either have a food sensitivity or an allergy. These are people who shop based on ingredients, not calories. This is a discussion around Amy's book "The Hidden Consumer: Uncovering The Power of Health-Conscious Buyers". The knowledge she shares inspires participants to eat. Through learning how ingredients are made, the impact of processed and ultra-processed foods on them and their family, and why ingredients are more important than calories, they gain actionable steps to help them on their next grocery shopping trip. Amy's story draws participants' attention. They ask questions and share their stories and their families struggle with food.

Digital Foundations: A solid base to launch or grow your business

In Digital Foundations we cover the basic tech you need if you are just starting your business or have been in business for up to 5 years. Your marketing strategy should start before you open for business but that doesn't happen for most people. The presentation is intended to help you launch or focus your systems if you are already open.

There are 3 simple basics everyone needs to have the best chance of success in business, no matter what the industry. We cover the the 3 basics, why they are needed, and how to use them to launch and grow to your next level. These 3 basics are: A website (services and ecommerce), Client Relationship Management System (CRM), and Social Media Platform.


Takeaways:

1. Why the website is your foundation to online success even with only referral business.

2. Why building a solid operational is key to your business growth.

3. Why a marketing strategy focused only where your ideal client helps reduce stress.


These tools will help you create your marketing strategy to attract and engage your ideal client.


This is a Level One class for beginners or with some knowledge of the topic.

SWOT Strategy

This workshop teaches people how to take a basic SWOT and level it up to a strategy with implementation.

Most people know that SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. But the ability to take this basic formula and level it up to a strategy and implement it, is not as widely known.

Amy is a certified Business Analyst who has used this Advanced SWOT Strategy to turn failing retailers into thriving multi-million dollar businesses.

Finding my Giggle During Paralysis: from depression to thriving

This is Amy's story of her journey to recovery from losing the use of both arms in the early morning of November 6th, 2008. She breaks down her 10-year journey of getting back to working full-time against all the odds into three key steps.

Her journey and process help to inspire others to action. Over the years, people have followed-up with Amy to tell her how her story helped them find a new beginning.

Easy Accessibility for Nonprofits and Businesses

ADA access doesn't have to cost thousands dollars. There are simple things you can do to create access to those with various levels of disability, such as visual, color blindness, or even mobility.Beyond covering the basics of ADA we will discuss:1. Fonts and Colors considerations2. Marketing from online posts to in-person 3.In-person mobility basics that benefit everyone



Takeaways:


1. Why inclusion matters for ALL

2. Simple fixes to be more accessible

3. Tools to help guide you after the presentation

Digital Tools into Dollars: Understanding People and Numbers

This presentation will be retired at the end of 2025

The number one tool to make your website work for you is understanding your website numbers. These metrics are not random numbers. Your numbers are the representation of people who visit your site. Numbers tell us if you attracted your ideal client. They tell us if people found your message relevant. They also tell us where they became stuck. We will show you how to interpret the data for a new world of marketing possibilities.

We will cover these 3 takeaways:
Attracting the ideal client to your website.
Engaging the ideal client on your website.
CTA Strategy that encourages conversion
For each of these points, we will use GA4 to show what to look for in the metrics.

This works as a presentation or a workshop.

Testimonials

"This is a great workshop for those who want to improve their website in a strategic way. Amy shared information you don’t hear in other webinars and explains ways to use specific metrics to make the essential improvements."

"Practical information to inspire you to know how powerful your company website is as the foundation. Direct business back to you!"

"This person is Amazing. She knows what she’s talking about. Her tips are actionable. I did not feel overwhelmed by the information Very classy the way that you sell yourself. I love you!"

"Amy did a fabulous job of putting website priorities top of mind. Engaging, conversational, and great Q&A"

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Topics

marketing strategy food industry allergy and hypersensitivity food allergies food allergy navigating food allergies brand loyalty meet consumers needs public relations writer author hidden consumers natural foods organic foods cosmetics skincare websites book author keynote speaker keynote google analytics 4 imposter syndrome health wellness women's health health data driven decision making data analysis consumer behavior consumer internet consumer products client service client services client attracting clients ideal clients innovation keynote speaker disability disabled disability advocacy allergy digital marketing marketing strategies sales and marketing relationships organic food organic food systems natural and organic business organic and sustainable agriculture natural medicine natural products hidden consumer food safety food safety issues nutrition and food safety

Best Story

One of Amy's most memorable speaking engagements was at a national conference where she shared her personal story alongside actionable strategies for businesses looking to tap into the hidden consumer market. The feedback she received was overwhelmingly positive, with many attendees expressing how her insights transformed their understanding of consumer behavior in the food industry.

Origin Story

Amy's journey began with her own struggles with severe food sensitivities and allergies, which prompted her to reevaluate her relationship with food and products. This personal challenge ignited her passion for advocating for health-conscious consumers and led her to write her upcoming book, 'The Hidden Consumer', where she shares insights from her experiences and research.

Example talks

The Untapped $19 Billion Market: Strategies to Engage Hidden Consumers in Natural and Organic Spaces.

​Everyone has a food story. Either it is a personal story or they know someone with food restrictions. But it goes beyond food sensitivities, intolerances, and allergies. These are people who struggle to eat food with some of the most basic lab-created ingredients. The estimates are $19 Billion is left on the table each year by the food industry becaue they don't know how to connect with their Hidden Consumers. 


This presentation is adjusted to address each industry's specific concerns and needs. No two presentations are exactly alike.​


In this presentation, we discuss:

  1. Why this is happening and why the product you created is important.

  2. How your company can position itself to stand out from the competition.

  3. The bottom line: Increased sales from a group of consumers who are estimated to struggle to spend $19 Billion each year.


Key Takeaways:

  1. What you do compared to the rest of the market

  2. What is the Hidden Consumer looking for (and who is the hidden consumer)

  3. Thinking beyond traditional marketing

The Hidden Consumer: Uncovering The Power of Health-Conscious Buyers

Who is the Hidden Consumer? A majority of Americans either have a food sensitivity or an allergy. These are people who shop based on ingredients, not calories. This is a discussion around Amy's book "The Hidden Consumer: Uncovering The Power of Health-Conscious Buyers". The knowledge she shares inspires participants to eat. Through learning how ingredients are made, the impact of processed and ultra-processed foods on them and their family, and why ingredients are more important than calories, they gain actionable steps to help them on their next grocery shopping trip. Amy's story draws participants' attention. They ask questions and share their stories and their families struggle with food.

Digital Foundations: A solid base to launch or grow your business

In Digital Foundations we cover the basic tech you need if you are just starting your business or have been in business for up to 5 years. Your marketing strategy should start before you open for business but that doesn't happen for most people. The presentation is intended to help you launch or focus your systems if you are already open.

There are 3 simple basics everyone needs to have the best chance of success in business, no matter what the industry. We cover the the 3 basics, why they are needed, and how to use them to launch and grow to your next level. These 3 basics are: A website (services and ecommerce), Client Relationship Management System (CRM), and Social Media Platform.


Takeaways:

1. Why the website is your foundation to online success even with only referral business.

2. Why building a solid operational is key to your business growth.

3. Why a marketing strategy focused only where your ideal client helps reduce stress.


These tools will help you create your marketing strategy to attract and engage your ideal client.


This is a Level One class for beginners or with some knowledge of the topic.

SWOT Strategy

This workshop teaches people how to take a basic SWOT and level it up to a strategy with implementation.

Most people know that SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. But the ability to take this basic formula and level it up to a strategy and implement it, is not as widely known.

Amy is a certified Business Analyst who has used this Advanced SWOT Strategy to turn failing retailers into thriving multi-million dollar businesses.

Finding my Giggle During Paralysis: from depression to thriving

This is Amy's story of her journey to recovery from losing the use of both arms in the early morning of November 6th, 2008. She breaks down her 10-year journey of getting back to working full-time against all the odds into three key steps.

Her journey and process help to inspire others to action. Over the years, people have followed-up with Amy to tell her how her story helped them find a new beginning.

Easy Accessibility for Nonprofits and Businesses

ADA access doesn't have to cost thousands dollars. There are simple things you can do to create access to those with various levels of disability, such as visual, color blindness, or even mobility.Beyond covering the basics of ADA we will discuss:1. Fonts and Colors considerations2. Marketing from online posts to in-person 3.In-person mobility basics that benefit everyone



Takeaways:


1. Why inclusion matters for ALL

2. Simple fixes to be more accessible

3. Tools to help guide you after the presentation

Digital Tools into Dollars: Understanding People and Numbers

This presentation will be retired at the end of 2025

The number one tool to make your website work for you is understanding your website numbers. These metrics are not random numbers. Your numbers are the representation of people who visit your site. Numbers tell us if you attracted your ideal client. They tell us if people found your message relevant. They also tell us where they became stuck. We will show you how to interpret the data for a new world of marketing possibilities.

We will cover these 3 takeaways:
Attracting the ideal client to your website.
Engaging the ideal client on your website.
CTA Strategy that encourages conversion
For each of these points, we will use GA4 to show what to look for in the metrics.

This works as a presentation or a workshop.

Testimonials

"This is a great workshop for those who want to improve their website in a strategic way. Amy shared information you don’t hear in other webinars and explains ways to use specific metrics to make the essential improvements."

"Practical information to inspire you to know how powerful your company website is as the foundation. Direct business back to you!"

"This person is Amazing. She knows what she’s talking about. Her tips are actionable. I did not feel overwhelmed by the information Very classy the way that you sell yourself. I love you!"

"Amy did a fabulous job of putting website priorities top of mind. Engaging, conversational, and great Q&A"