CHICAGO, IL - What does it mean to build trust and establish an emotional bond? Better yet, how do we achieve this in the fresh produce and foodservice space? Today’s consumer is heavily focused on the ethos of a brand, seeking to ensure their purchasing decisions align with their own personal values. As FoodMix Marketing Communications believes, building consumer loyalty is essential for foodservice brands, and doing so means adopting a broader focus beyond just the product itself. One key way operators can achieve this mission is through the increasingly popular farm-to-table approach.
“Consumer preference toward more sustainable and locally focused food options is a trend that isn’t going away. When a brand shares its farm-to-table story, they are saying so much more than ‘This is where our food comes from.’ It’s an opportunity for brands to demonstrate their values, such as sustainability, transparency, supporting the local economy, and deepening the connection between food and the people who enjoy it,” explained Nadine Baarstad, FoodMix’s Senior Vice President of Industry Relations.
A 2021 survey of shoppers nationwide revealed that nearly 7 in 10 (68 percent) of shoppers are willing to pay more for branded produce. This indicates a significant opportunity for produce suppliers to share their stories; and when done well, they’ll establish a dedicated customer base.
One notable example from the supply-side is Gills Onions, which understands that sharing a great story with consumers can lead to greater customer satisfaction and loyalty. Based on its promise to produce high-quality onions, the company highlights a variety of differentiating factors to establish a stronger connection with consumers and foodservice operators, including its dedication to innovation, conservation, and sustainability.
“Ultimately, the common thread that every great farm story shares is honesty. At FoodMix, our job is to bring that story to life for our clients and build an emotional connection with not only the consumer but the foodservice and retail operator, as well,” Nadine tells me. “At FoodMix, we always start by addressing what the end consumer wants and needs. So, even if our marketing is focused on influencing the foodservice or retail store buyer, it’s all about providing them with a product that serves the consumer, helping them to differentiate their offerings. We’ve been helping brands both large and small, serving all segments within the food industry, do that for over 25 years through proprietary research, strategic go-to-market plans, and breakthrough creative.”
The farm-to-table concept is rapidly gaining traction in the foodservice space, driven by the consumer demand for connection. How will the produce industry harness this shift to our advantage?
Time and AndNowUKnow will tell, so stay tuned.
