Marketing

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Should reformulated junk food ever receive Nutri-Score ‘A’? The case against an across-the-board algorithm

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Submitted by Elsewhere on 2020-Dec-14 Mon 13:30

Front-of-pack nutrition labelling schemes that use across-the-board algorithms â such as Nutri-Score â allow for âdiscrepanciesâ, whereby a dark green âAâ ranking does not necessarily mean a healthy choice, argues Voedingsjungleâs Manon van Eijsden.

Building fresh produce brand recognition and food education through direct connections with consumers

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Submitted by Elsewhere on 2020-Dec-09 Wed 11:15

A new online food directory linking customers with agricultural producers is seeing more at-home consumers showing an interest in learning more about where their fresh produce comes from and expanding their taste palates.  ‘Straight To The Source’ Marketing Director, Monique Emmi says the site will allow direct…

Here’s Everything You Need to Know About Greenwashing

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Submitted by Elsewhere on 2020-Nov-04 Wed 14:15

From the 24-hour news cycle to pop-up ads magically curated to our wants and desires, to product labeling on everything from t-shirts to meat products, the marketing messages we see daily can be overwhelming. This is especially true if you want to make choices that are better for the planet. Being a conscious consumer is […]

How to better leverage benefits of fresh produce, floral in marketing

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Submitted by Elsewhere on 2020-Oct-15 Thu 13:50

Successfully marketing the health and wellness benefits of vegetables, fruits and flowers begins with understanding the specific consumer pain points those products can ease.

Recognizing the customer perspective first, rather than starting messages with product or company information, is a key shift from how many produce companies have traditionally communicated about their products, Dan’l Mackey Almy, president and CEO of DMA Solutions, said on a panel Oct. 14 at the Produce Marketing Association’s Fresh Summit.

“We just haven’t had this historical run of speaking to the consumer, and so we have a lot of language and we have a lot of habits, if you will, of how we speak about our products,” Almy said. “We tend to talk about our products like we’re talking to a retail buyer or a foodservice buyer, and we talk about it in that same way.”

To be effective in marketing, brands have to make the consumer the hero of the story, Almy said. She suggested speaking to a challenge a certain consumer group is facing and then offering a relevant product as a solution for that problem.

“The good storytelling comes from a place of understanding what your audience needs and desires ... where their emotions are and meeting them where they are, and we have more opportunity to do that today than we ever have,” Almy said.

William Li, a physician best known for leading the Angiogenesis Foundation, and who wrote the bestselling book Eat to Beat Disease, suggested that it is important for people to think about their health not just when they exercise or when they fall ill but every day. With the current heightened awareness of health, there is an opportunity to communicate to shoppers that specific fruits and vegetables can work for them toward specific purposes, from gut health to immune health and beyond.

Charles Hall, a professor of horticultural sciences at Texas A&M University, recounted in the panel discussion the many benefits of flowers, few of which are often touted in marketing. He cited research showing that older people dealing with dementia are more likely to remember names and past events when flowers are around, and that patients who have flowers in their hospital room require less pain medication.

Hall also said that both people who give flowers and receive flowers experience psychological and physiological benefits. He described flowers as a relevant contribution toward many physical and emotional needs consumers have, especially in this unusual year.

Jiunn Shih, chief growth officer for Zespri, said the company conducted in-depth research and focus groups to better understand the emotions people feel toward food.

“People are struggling to find that balance between living healthy or something that is hard or difficult and sometimes boring, so our positioning is, we help you make your health irresistible,” Shih said. The idea is to break the stereotype that healthy eating is inevitably challenging or uninspiring.

New website "All About Lettuce" for registered dietitians and influencers

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Submitted by Elsewhere on 2020-Oct-15 Thu 12:44

This week the LGMA is launching a new website created specifically for registered dietitians, influencers, professional food writers and consumers. LettuceInfo.org is dedicated to everything you need to know about lettuce and leafy greens and is a resource to help people access facts and get answers…

Helping agri-food businesses with Canada Brand digital marketing during COVID-19

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Submitted by Elsewhere on 2020-Oct-07 Wed 08:49

The Honourable Marie-Claude Bibeau, Minister of Agriculture and Agri-Food, announced that the Government will refresh the Canada Brand platform to ensure industry and partners have access to new graphics and tools optimized for today's digital platforms. The refresh will also enable them to reach more…

Helping agri-food businesses with Canada Brand digital marketing during COVID-19

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Submitted by Elsewhere on 2020-Oct-02 Fri 11:31

Today, the Honourable Marie-Claude Bibeau, Minister of Agriculture and Agri-Food, announced that the Government will refresh the Canada Brand platform to ensure industry and partners have access to new graphics and tools optimized for today’s digital platforms. The refresh will also enable them to reach more consumers and enhance virtual connections with international buyers, and will include a modernized look, signature, messaging, and suite of digital-first marketing products for the Canada Brand.

Frozen produce sales remain high, shelf-stable closer to normal levels

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Submitted by Elsewhere on 2020-Sep-26 Sat 23:26

The last full week of August saw the smallest produce sales increases since the start of the pandemic across virtually all departments. Prior months had shown weak final week of the month sales and, in this case, the results were further influenced by a much earlier Labor Day in 2019 that fell on Sept. 2.

That means the sales results of the week ending Aug. 30, 2020 ,went up against the 2019 Labor Day sales. Labor Day has always been a massive holiday week for grocery — making it a much harder holiday to beat than ones that had more of a split retail versus foodservice nature in typical years, such as Mother’s Day. Additionally, sales were negatively affected by more extreme weather events, impacting large parts of Louisiana and east Texas.

The net effect for fresh produce was a much smaller gain than those seen since the last week of June. For the week of Aug. 30, fresh fruit and vegetable sales increased 4.7% over 2019. Frozen fruits and vegetables had a much higher percentage increase, at +17.7% but is the smallest of the three temperature zones. Year-to-date through Aug. 30, fresh produce department sales are up 10.9% over the same time period in 2019. Frozen fruit and vegetables increased the most, up 26.8% year-to-date.

First recyclable pouch bag with emoji characters now on offer

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Submitted by Elsewhere on 2020-Sep-24 Thu 08:18

Starr Ranch Growers is expanding its Emoji character offerings to a new 100 percent recyclable pouch bag. The recyclable pouch is made of high-density polyethylene plastic. Recycled HDPE plastics can be used to make plumbing pipes, plastic rope, children’s toys, and a range of other products. It takes much…

Growing partner & marketing partner required for a truly unique growing system

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Submitted by Elsewhere on 2020-Sep-08 Tue 10:12

Redfox Executive Selection and Beanstalk Global have been exclusively commissioned by a client that develops businesses which have a positive impact on the world to source them two new commercial partners. 'Our client’s team is passionate about starting and growing businesses and continues to work with…

'Consumers today are much more likely to buy a packaged product than loose products'

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Submitted by Elsewhere on 2020-Aug-28 Fri 09:22

In India the lockdown came suddenly back in March and affected a lot of businesses especially those involved in the grape export as it was just 2/3 way through.AVI Global Plast produce packaging for, amongst others, the grape sector but the company seems to have coped very well in a difficult…

Church Bros. launches new Green Giant convenience products

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Submitted by Elsewhere on 2020-Aug-27 Thu 10:20

Church Bros. Farms is expanding its value-added offerings to the retail segment with the introduction of five new items under the Green Giant Fresh brand: sweet baby broccoli, sweet baby cauliflower, spaghetti squash, butternut squash and sweet potato.

The Sweet Baby vegetable line includes sweet baby broccoli in an eight-ounce bag and sweet baby cauliflower in a 10-ounce bag.  Both vegetables are washed and ready to use with a 16-day shelf life.  

Sweet baby broccoli is sweet and tender from floret to stem and 100 percent edible, reducing food waste and kitchen prep time. Sweet baby cauliflower is a new sweeter variety of cauliflower with tender green stems that become brighter when cooked.

“These new items give retailers the opportunity to build a Sweet Baby category. Their uniform stand up pouches look great side by side on the shelf,” said Rick Russo senior vice president of sales and marketing.

The Cubed and Crumbled veggie line includes a range of hearty vegetables that deliver nutrition as well as flavor and convenience.  The Cubed items include sweet potatoes, butternut squash and spaghetti squash in 16-ounce bags. Accompanying the original Cauliflower Crumbles and Cauliflower Crumbles Fried Rice, the Cubed offerings will further satisfy consumers’ needs for convenient cuts of gourmet, nutritious veggies.

“Our goal is to deliver fresh, healthy food that is prepped and ready to use for consumers looking to bring restaurant-style dishes into their home,” Russo said. “The cubed veggies are a fresh take on favorite fall vegetables. We are excited to deliver nutrition and flavor to shoppers at affordable prices.”

Interactive webinar launched to discuss opportunities for fresh produce marketing

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Submitted by Elsewhere on 2020-Jul-21 Tue 09:17

DMA Solutions welcomes fresh produce professionals to join an interactive webinar named “Marketing Matters.” Launched to offer fresh produce marketers a forum for learning, sharing and an open dialogue, each webinar is hosted twice a month on Zoom at 1PM CST. For several months, Dan’l Mackey Almy, along…