DELTA, BC - Village Farms looks to awaken the passion in consumers by coming out with exclusive items, emphasizing flavors, and making themselves easy to recognize and find.
Senior Vice President and Chief Marketing Officer Douglas Kling and Director of Brand Marketing and Communications Helen Aquino took the time talk about Village Farms’ approach, what’s new, and what’s hot at the company.
“Consumers really are the primary customer of everyone, whether you’re a grower, a retailer, or a distributor it doesn’t matter, if the consumer doesn’t want the product it has no meaning,” Doug tells us. “So we’re trying to drive the passion through better flavor and unique exclusive items, and that’s we have done, that is what we will continue to do, and this is the evolution of that.”
Helen tells us that the company has had strong positive feedback on all of its new varieties. As we’ve previously reported, Village Farms just released two exclusive new cherry tomato varieties, and the award-winning Heavenly Villagio Marzano® - which Helen reported has been particularly commended.
Other additions include a re-designed website and QR codes on the company’s packaging.
“We have QR codes on our pack now, and these are all chef-inspired recipes from our new Corporate Chef Darren Brown,” Helen tells us. “All of the recipes he’s created are just for us using our exclusive varieties, so you can’t find those any place else.”
To see Chef Darren Brown talk more in depth about how he likes to use these exclusive varieties, click here. And to see our entire interview with Doug and Helen, check out the short video above.
