In our recent blog "Trends in Food Processing Marketing -- Quality over Quantity," we explored the trends that are shaping meat consumption in the food business over the next few years. They included stabilization of prices and increased consumer spending, along with a growing consumer sensitivity to nutrition, health, and the processes and chemicals used in meat production. In this blog, we will examine how food processor marketers can take advantage of those trends to grow existing customers and acquire new customers.
Of course, as any good marketer knows, great marketing starts with product differentiation. If you are lucky enough to work for a company with truly differentiated products or processes, you are in the catbird's seat. If you can stress that your meat comes from grass-fed livestock, for instance, or that your company adheres to higher standards for humane animal treatment practices or food safety labeling, or offers cuts of meat that are healthier, organic, antibiotic-free or ethnically flavored, you have a marketing advantage.
But even if your company doesn't have any of these inherent advantages, you can still develop a strong marketing message by adopting a helpful, open and transparent stance relative to customers and consumers around the strengths you do possess. You can provide more detailed content on product labeling to help consumers make informed choices. You can develop a PR and social media strategy to listen to what consumers are saying about your products and respond with helpful and factual information. You can educate consumers about the nutritional content and safety of your products….how they are processed, what steps are taken from start to finish to ensure safety, any seals of approval or awards you’ve received for safety.
Whatever your situation, whether you have a strongly differentiated product or not, with some careful crafting of marketing strategy, you can take advantage of the trends that are pointing to a brighter few years ahead for food processors.
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Flickr photo courtesy of Eggplant.
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