Download Fresh Produce Marketing on a Shoestring - PMA-ANZ

Fresh Produce Marketing on
a Shoestring
An Industry Talent Initiative PMA A-NZ Career Pathways Project
A small marketing budget can still yield great results. What are some techniques fresh produce companies
can use to gain cut-through on a shoestring budget? What evidence of this have you seen in the fresh
produce industry?
By:
Sarah Hammond
Degree:
Bachelor of Agricultural Science
University:
University of Tasmania
Date:
July 2014
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Small budget, big results
Small fresh produce businesses often operate on a shoestring budget, especially in comparison to
larger market competitors. They are therefore often at a disadvantage in the marketing strategies
available for use, and so can struggle to gain awareness of their produce. However, they can
generate as much interest in their products if they have innovative marketing strategies. Innovative
strategies centre on having a point of difference in your product to promote and marketing it in a
unique way that sets the product apart from competition. Generally these strategies utilise social
media, as it is an ever increasing platform for advertising and usually has a minimal to no usage fee.
The financial disadvantage that small businesses can experience in traditional forms of advertising is
generally alleviated when using social media networks. Traditional advertising include television
advertisements, newspaper, fliers and billboards. All of these are reliant on having the budget to pay
for the necessary resources and usage fees. Social media networks on the other hand are generally
free or only have a minimal fee to access and use so provide the perfect platform for small fresh
produce businesses. Some examples of social media that can be utilised for marketing are websites,
Twitter, Facebook, blogs and YouTube. These forums allow a large amount of creative licence and so
the ability to stand apart from competitors on a minimal budget. However, generally these forms of
advertising are more time intense than traditional methods as continual updates are required on the
sites. However this gains the advantage of keeping the product fresh in customer’s minds and
continually reinforcing the brand, with unlimited, unique posts allowed. Big companies marketers
have the same access to social media, however due to the lack of budget restraints they have no
significant advantage over smaller businesses. As social media is increasingly being used by the
public, an increase in the number of businesses utilising it has also increased. An example of a
business that has embraced social media is Plant & Food Research NZ. Recently they have developed
a new kiwifruit variety which is a cross between the current gold and green varieties and has a
distinctive red centre. They are utilising their websites, Facebook and twitter pages to advertise and
generate interest in this product before it is ready to hit shelves next year.
Social media provides the optimum outlet for small businesses to compete with large businesses on
an advertising front; however they also need to have a product that appeals to the public psyche and
hence will attract their interest. Therefore, not only the forum but the way in which a product is
presented can give small businesses a marketing edge. Innovative marketing is centred around
providing relevant, unique, helpful content on a regular basis. This will keep the company in the
forefront of customer’s minds when they go to purchase fresh produce. To gain an edge smaller
business need to create a story with their products that will resonate with consumers. The market
currently is experiencing a shift in demand, with the public become increasingly aware of both
personal health and environmental sustainability. This allows multiple market opportunities for
small fresh produce businesses. The public wants to know more where there food has come from
and how it has been grown. Therefore, if the marketing team can create a story about how
sustainable, hygienic and healthy the produce is, they can draw consumers towards their products
over a big business with minimal marketing as long as it resonates with the customer. This can be
seen in the lift in the fresh date market in the past decade within Australia and New Zealand. Natural
Delights has been the main company responsible for the increase. They started using social media as
their main forum to explain the health benefits of dates, which they reinforced with healthy recipes.
They also created a story about Bard Valley, where the dates come from and the growers within the
region, emotionally connecting with its consumers. As long as there is a sense of direction and a
story that consumers can connect, they will be willing to pay a premium price based upon this and so
is a sound, innovative marketing strategy.
Another marketing strategy that will allow small businesses a competitive edge is the way in which
the product is packaged for ease and accessibility. Natural Delights has just started to create a line of
different date snack products for people that do not want to, or do not have the time to make their
own. In developed countries we live in a consumer driven society, in which generally the majority of
the population have to work. Therefore, although there is an increasing health push, most
consumers want the ease of a pre-made or quick meal. This is where packaging takes on a new
relevance; it is not just a container to hold produce anymore. Love Beets is a relatively new company
that has begun vacuuming sealing precooked beetroot, so it is ready to eat out of the bag. Beetroot
is a root vegetable that needs to cook for an extended period of time before pealing and
consumption and so is not widely consumed. By creating a way in which clientele can minimise
preparation and cooking time the company has experienced great success. The packaging also lends
itself to consumers by being bright and fun, capturing the attention of purchasers. The company
then reinforces the benefits of beetroot through social media in which they, similarly to Natural
Delights, have recipes and tell their story. Therefore, the packaging attracts attention and the
customer can then go home and read about the produce, which may convince them to return to buy
the product, all of which is achieved without needing to utilise traditional advertising techniques.
Another example of strategic packaging is Rockit apples. Rockit package their apples in a tennis ball
shaped tube which is easy to take anywhere as a snack. Again the ease and accessibility of the
product is appealing in today’s society, while again the bright, interesting packaging grabs
consumer’s attention.
These companies have not only used innovative packaging techniques and exploited social media
advertising but have also created a unique product that sets them apart from the competition. None
of the companies are producing different fruits and vegetables, but they have marketed and sold
them in such a way that creates a niche product in consumer’s minds and so a significant
competitive advantage. They have achieved this through creating a strong brand for consumers to
relate to. By marketing a brand it creates an association for customers, who will continue to return
to that brand over emerging competition if the quality remains at an acceptable standard. Loyalty to
a brand can be achieved by its reputation, which is gained through having a unique, quality product
apart from its competitors and marketing it in a way to attract appropriate attention.
A unique product that takes the consumer on a story and is easy and accessible to use allows small
businesses an advantage over larger businesses that have more available finances. These can be
used to market the product in a way that appeals emotionally to the public and so attracts their
loyalty and revenue. Social media can be utilised as a cheap way to advertise and market the
produce. It is an ever increasing platform for public use and its accessibility to financially limited
companies makes it the perfect resource for small businesses to competitively market their brands.
These strategies can be observed throughout the fresh produce industry through companies such as
Love Beets and Rockit apples.
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