Marketing success is all in the timing
01 August 2009 11:01
Gill McShane
With discussions about President Obama’s healthcare reform rumbling on and produce promotions ramping up during the summer, it’s no surprise we’re thinking more about what we’re putting into our bodies lately. In recent years, healthy food marketing has gained greater traction in North America and consumers are becoming more savvy and objective in their food choices. But there is still some way to go.
While produce consumption in Canada is relatively high in comparison to the rest of the world, some 90 per cent of the US population still consumes fewer fruits and vegetables than the recommended daily amount, according to the Produce for Better Health Foundation. As a consequence, illnesses related to poor diets remain a serious issue, with obesity alone adding US$147bn to the US healthcare bill each year.
Nowadays, it’s widely acknowledged that we can reduce the incidence of health problems by making changes to our diets and physical activities. Plus, in the long-run, by adopting a healthier lifestyle we can help to save costs on both an individual and national level. The time is ripe therefore for produce suppliers, distributors and retailers to unite in greater force to raise the profile of fruits and vegetables and encourage consumers to make better decisions about food.
In the August/September issue we report on how a number of industry players are becoming more creative to get across their message. As our cover story illustrates, this fall three leading organizations are teaming up for the first time to promote multi-origin avocados in the US by offering recipe ideas for consumption during sports events. South Africa’s citrus sector has also tuned into the active lifestyle trend by playing on the energizing and nutritional value of citrus with the distribution of 18,000 oranges at the US Youth Soccer National Championships. And as Australian citrus growers prepare to conduct in-store samplings themselves, Zespri is in the midst of a six-week roadshow to raise awareness of kiwifruit supported by a social media campaign centered on blogs and tweets.
Even the Obamas are getting in on the action. In the last couple of months the President has been commended for his support of healthy eating after snacking on a peach at a Kroger’s store and placing bowls of apples throughout the White House. The First Lady has also famously planted a vegetable garden and has been quoted describing fruits and vegetables as brain food.
When done right, produce promotions can be very popular and effective. Let us then capitalize on this opportunity to tap into the health agenda.
With discussions about President Obama’s healthcare reform rumbling on and produce promotions ramping up during the summer, it’s no surprise we’re thinking more about what we’re putting into our bodies lately. In recent years, healthy food marketing has gained greater traction in North America and consumers are becoming more savvy and objective in their food choices. But there is still some way to go.
While produce consumption in Canada is relatively high in comparison to the rest of the world, some 90 per cent of the US population still consumes fewer fruits and vegetables than the recommended daily amount, according to the Produce for Better Health Foundation. As a consequence, illnesses related to poor diets remain a serious issue, with obesity alone adding US$147bn to the US healthcare bill each year.
Nowadays, it’s widely acknowledged that we can reduce the incidence of health problems by making changes to our diets and physical activities. Plus, in the long-run, by adopting a healthier lifestyle we can help to save costs on both an individual and national level. The time is ripe therefore for produce suppliers, distributors and retailers to unite in greater force to raise the profile of fruits and vegetables and encourage consumers to make better decisions about food.
In the August/September issue we report on how a number of industry players are becoming more creative to get across their message. As our cover story illustrates, this fall three leading organizations are teaming up for the first time to promote multi-origin avocados in the US by offering recipe ideas for consumption during sports events. South Africa’s citrus sector has also tuned into the active lifestyle trend by playing on the energizing and nutritional value of citrus with the distribution of 18,000 oranges at the US Youth Soccer National Championships. And as Australian citrus growers prepare to conduct in-store samplings themselves, Zespri is in the midst of a six-week roadshow to raise awareness of kiwifruit supported by a social media campaign centered on blogs and tweets.
Even the Obamas are getting in on the action. In the last couple of months the President has been commended for his support of healthy eating after snacking on a peach at a Kroger’s store and placing bowls of apples throughout the White House. The First Lady has also famously planted a vegetable garden and has been quoted describing fruits and vegetables as brain food.
When done right, produce promotions can be very popular and effective. Let us then capitalize on this opportunity to tap into the health agenda.
|