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]

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 number of small farms is increasing and large farms are growing in size. Large farms are contributing to the globalization of agriculture at one end and smaller farms are contributing to the growth of the grow-local and often organic market.
• Congress has been holding hearings on farm trade protections and cooperatives. The National Council of Farmer Cooperatives (NCFC) contends their organizations are necessary to help farmers compete globally and to keep costs down as any profits are returned to member farmers as patronage at year end.
• More state and local governments are passing laws requiring manufacturers and retailers to display labeling regarding product genetic modification. These new laws increase the expense and difficulty of selling plant seed.

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]

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:

• As more consumers turn to fresh fruits and vegetables and demand for locally sourced products grows, farmers may increase the amount of cropland under cultivation. This shift may lead to higher demand for agricultural equipment.
• More equipment manufacturers are developing and introducing new utility vehicles which target ranchers, farmers and property owners. These less expensive vehicles are helping manufacturers and dealers maintain higher sales while the demand for tractors and combines remains depressed.
• The outlook for more equipment purchases in 2011 is improving especially for farmers who have over $3 million in gross farm receipts. This group is also more likely to purchase additional land for planting and be likely purchasers of additional agricultural equipment.

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]

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]