16 Aug
Complaints about the way food and beverages are promoted to kids are so common these days, it’s almost surprising to come across a positive report on this topic. But earlier this week, the story about physicians giving ‘coupons’ to their patients, especially children,
surfaced in the New York Times. Instead of writing prescriptions for medication, several Massachusetts-based physicians are giving coupons worth $1 to use at local farmers’ markets. Gus Schumacher, of the industry nonprofit group Wholesome Wave, hopes the idea of ‘prescription product’ will allow farmers’ markets “to become like a fruit and vegetable pharmacy for at-risk families.”
The Massachusetts project isn’t the only effort taking place to encourage kids to eat more fruits and vegetables. According to a report in The Packer, Dole has launched a “child-friendly marketing campaign called “Go Bananas After Dark”. Produce marketers may be taking note of the successful tie-in that took place between The Vidalia Onion Committee and Shrek: Forever After movie this summer.
While produce marketers typically use both traditional and online media to appeal to the adults who purchase food, more companies are targeting children. These companies have a couple of goals in mind. First, they need to “develop a solid base of consumers” for the future. They can also enjoy social approval as they join the nationwide push to reduce childhood obesity and improve eating habits.
[Sources: Singer, Natasha. “Eat an Apple (Doctor’s Orders). New York Times. 13 Aug. 2010. Web. 16 Aug. 2010; Cabie, Susie. Campaigns focus on reaching kids early. The Packer.com. 6 Aug. 2010. Web. 16 Aug. 2010]
13 Aug
Ad-ology Research recently updated their Industry Marketing Insights report for Farm Supply Stores/Cooperatives. The following are the predicted Top 3 Opportunities/Challenges from the report
for this industry for the upcoming 12 months:
The Industry Marketing Insights report for Farm Supply Stores/Cooperatives is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.
[Source: Ad-ology Research. August 13, 2010]
6 Aug
Ad-ology Research recently updated their Industry Marketing Insights report for Agricultural/Garden Machinery Manufacturers. The following are the predicted Top 3 Opportunities/Challenges from the
report for this industry for the upcoming 12 months:
The Industry Marketing Insights report for Agricultural/Garden Machinery Manufacturers is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.
[Source: Ad-ology Research. August 6, 2010]
24 Jun
Whether it’s fruits, vegetables or meats, more consumers want to buy locally produced food if they can find it. You might call it the Michael Pollan (In Defense of Food) effect. Or the locavore (eat local) craze might be building as a result of the continuous reports of food-borne illnesses. Either way, marketing that connects food products to their local origins is a growing trend.
Last week, grocer giant Safeway announced it is targeting the locavore demographic by launching an in-store “Locally Grown” marketing campaign. The company intends to showcase specific farmers who have provided local stores with fresh produce ranging from corn and beans to apples. Safeway also believes the emphasis on buying and selling local products will enhance its position as an environmentally responsible company. Fewer trucks hauling produce fewer miles translates to reduced greenhouse gas emissions.
Kim Severson, writing for the New York Times, points out that marketers are stretching the meaning of locavore. Traditionally, the term applied to consumers who bought produce at local farm stands. These days, Frito-Lay is introducing consumers to the farmers who grow their potatoes and Hunt’s is letting us know that it sources tomatoes from farms within a 2 hour drive of their processing facility. The bottom line is campaigns like these are as much about keeping consumers informed about what they’re putting on the kitchen table as they are about increasing sales. Don’t miss this opportunity to connect with your customers on a topic that has become a cultural touchstone.
[Sources: Safeway release, June 2009; Severson, Kim. "When 'Local' Makes It Big," New York Times, 5.12.09]