The responsibility for marketing and communication is something that is often in question when we are talking about commodities.
Without doubt a vast communication gap remains between producers/growers and their consumers, despite brands never having had so many opportunities or tools to hand to ensure that their voice is heard.
Producers with no brand presence in the market believe their marketing and communication responsibility stops at the retail buyer’s door. Wrong. It must be understood that the rise of health-conscious eating and the consequent need for fruit and vegetables is unstoppable. Yet consumers want knowledge beyond what is healthy and what is not. They want to know where their food has come from, whether it’s sustainable, ethical and if it’s accompanied by a story they can buy into.
Producers and growers often underestimate the power of earned media – such as Twitter, Instagram etc – which is two-way communication flow between company and customers. It humanises organisations, and its transparency creates credibility in consumers’ eyes. Taking ownership of this low-cost, affordable way of marketing empowers growers to participate in attracting more customers.
From the factory shop floor to the supermarket shelf, entire supply chains and every department along the way should embrace a part stake in ensuring the end consumer hears this voice and learns about the brand values.
No area of the fresh produce market is immune. Even if you’re in the realm of commodity products, it’s vital that you’re involved in promoting your category. Meanwhile over on the front line, retailers should reconsider just how they can add value for their suppliers.
Independents, individual organisations and smaller producers face limited communication budgets, and should adopt collaborative action for co-ordinated and effective consumer campaigns, with a common purpose: to provide value to the end consumer for the joint benefit of all.
