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Using technology to raise consumption

Not thinking twice may be one of the more crucial aspects of making consumers aware of the need to eat more fruits and vegetables.

Studies show those who are more connected—spending more time online and regularly using smartphones in most facets of daily life—are also more likely to be health conscious consumers.

In the age of technological instant gratification—with apps for everything, including online ordering and quick delivery—offering consumers options and making sure they know about them is more important than ever.

A major proponent of this approach is the Orlando, FL-based National Mango Board.

Valda Coryat, director of marketing, applauds the group’s use of technology— with print and digital strategies in place to increase awareness by providing educational materials through a wide range of easily discoverable channels.

“Recognizing that over 50 percent of mango purchases are unplanned,” Coryat notes, “we’ve incorporated digital couponing via the Ibotta app, the third most-used shopping app behind Amazon and eBay.”

The approach has paid off, she says, with increased volume and sales since adoption.

This is an excerpt from the most recent Produce Blueprints quarterly journal. Click here to read the full article.


Leonard Pierce is a freelancer with more than 20 years of experience in the food industry.