SALINAS, CA - Measure to Improve’s Nikki Cossio recently shared a blog post highlighting the importance of sharing our industry’s sustainability stories, and how that can be achieved in a way that resonates with today’s consumer.
Growers, shippers, processors — you all have a good story to tell. But where do you begin? What do you include? How do you tell it authentically, credibly, and in a way that resonates?
For years, the produce industry has been accused of not telling its story. At nearly every conference, every panel discussion, it’s the same message: “We’re not doing a good job of telling our story.” And let’s be honest — that’s been true.
Historically, we’ve been heads down, focused on the work: planting, growing, harvesting, shipping, processing. We did it all with pride, but quietly. People back in the day didn’t care about how their food got to the table just that it got there.
But today, the world does care.
People want to know where their food comes from. They want to understand how it was grown, who grew it, and what values are behind the label. Now is the time to tell the stories we never told — because today, consumers are not only asking, but they’re also actively looking and listening.
Read the rest of the piece here.
Companies in this Story
Measure To Improve
The mission of Measure to Improve is to help agricultural producers and processors measure, improve and credibly promote…
