The next step in the perishables pipeline—after harvesting, packaging, and shipping a product—is marketing.
Several trends carried over from 2018 and 2017, including the concept of food as medicine; the popularity of plant-based and alternative-protein diets; finetuning the art of storytelling; and sustainability throughout the perishables supply chain. Each will continue to resonate in 2019.
“Our story as an ag industry is not trending or new,” says Jill Overdorf, director of business development for the value-added fresh division of Naturipe Farms, LLC in Salinas, CA.
It is, however, more sophisticated: Overdorf says fruits such as apples and berries have done a better job of branding, with consumers asking for specific varieties of apples and recognizing the differences between various brands of berries.
“They each have their own flavor profiles and attributes that consumers know,” Overdorf continues. “It’s similar to the narrative between Doritos versus Cheetos. I think more produce companies are realizing that our biggest competitor is the consumer packaged goods industry.”
To head off competition, the web offers suppliers plenty of space for storytelling, especially as retailers opt for less clutter around shelves and displays.
“Online gives us a new vehicle to sell our story,” says Don Goforth, marketing director at Family Tree Farms Marketing, LLC in Reedley, CA.
Rather than relying only on simple signage at retail with a price, growers can describe specialty items and “what makes them special,” he says.
Branding and storytelling are particularly critical for exclusive varieties, which offer a point of difference but require royalty payments.
This creates a need to convince value-conscious consumers that these items are worth premium prices.
Goforth acknowledges to the double-edged sword of exclusive items, saying, “These better-tasting varieties don’t have the highest yields,” which, of course, means more have to be sold to break even.
