ABSTRACT
This chapter deals with a discussion about the origins of storytelling and narrative structures. It provides an in-depth discussion about the importance of telling stories and current storytelling research in the marketing discipline, including the benefit of narrative transportation and the use of brand biographies. The chapter explores the many ways that food stories can be told and by whom, followed by a discussion on how food consumers can use stories to improve the wellbeing of those around us. Food wellbeing includes elements that could be used in storytelling, such as having a positive relationship with food, culture, community, and pleasure. Marketers and consumers may use concrete initiatives to further positive food wellbeing. One way of accomplishing food wellbeing is to have consumers and marketers promote healthy eating by encouraging consumers to embrace more pleasurable food experiences instead of focusing on restraint.
