Does it mean focusing on a specific retailer, geography, or consumer segment? To learn more, FoodNavigator-USA caught up with Elliot Begoun, founder of The Intertwine Group, a mentor at Rabobank's FoodBytes! event in San Francisco.
"Going deep means going where the need for your product is most acute and where the chances of discovery of your product are the greatest," said Begoun.
"So for some, it could be a regional play with a retailer, for others it may be an omnichannel strategy... but it's also where there is the opportunity for virality, and where you can find those evangelical early adopters, who are going to talk about you, because that creates groundswell, that creates awareness, and it's also a great way to dovetail that into an investor story.
"Are you driving traction with people who are tellers of stories, and who can tell your story?"