San Diego – The question of commodity or brand is a constant struggle within the produce industry. Some would say that a tomato is a tomato, a banana is a banana, and it doesn’t matter where or how they are grown. But as marketers, we know it does matter.
No produce professional really wants their fruits and vegetables lumped into the “commodity” category. Each company has something that they offer, a way that they grow or handle their produce, or a service that they offer that makes them unique. Those differentiators are what make a brand.
In a recent release, Oster and Associates, a marketing agency that has worked with produce companies throughout their 26 year history, cited some of the trends that are the most important for consideration in 2012. “We look at consumer education issues, particularly as they relate to youth and seniors, as one of the most important parts of marketing produce in the future,” says Bev Oster, President & Creative Director. “In the US we have a problem with youth obesity, and the consumption of more fresh fruits and vegetables will help alleviate that problem. In addition, studies have shown that for older generations, those who eat more fresh fruits and vegetables lead healthier, more active lives.”
It takes a comprehensive campaign to influence the eating patterns of either youth or seniors. However, there are some common factors to consider. Both groups are buying the majority of their produce in markets, so increasing the consumer education at the market level is key. Building displays that show consumers a variety of food choices that are good for athletes, stress reduction, weight reduction, or health conscious gourmet cooking can touch shoppers more by their interests than by their chronologic ages.
Traditionally seniors will have more buying decisions made prior to entering a market than young people. They will arrive with a shopping list, and often not deviate from their intended purposes. Young people want food, and they walk into a market to see what appeals to them. So marketing to seniors when they are at home, and youth as they shop, will be more effective.
Social media, mobile apps, QR codes, electronic coupons – this is the way young people communicate, and surprisingly enough, also the way many older people get information. Branding produce in the future will take all of this, and more, to increase consumption of the products that the produce industry has in plentiful supply for a society that is direly in need of consuming more of what is offered.
Oster and Associates is a full-service branding agency with a focus on environmentally conscious organizations and initiatives. Founded in 1986, they have a long history of working in the produce industry. Their client list includes such organizations as Organics Unlimited, Proven Winners and Mighty ‘Mato. For more information on Oster and Associates visit www.osterads.com. – 619-906-5540
Source: Oster and Associates
