Courtesy of Roxanne C., Philadelphia, PA
Whatever else the ever-expanding ecosystem of food activists, advocates, bloggers, media celebrities and nonprofits has accomplished, it has convinced consumers that the big food companies can’t be trusted to be honest about how they make food, and what’s in it. Ketchum, the big public relations firm that works extensively with the food industry, says its research shows food purchases are driven by one thing – consumers’ deep concern about the health and safety of themselves and their families.
As a result, SPIN farmers now have the opportunity to serve new customers. Marketing to them requires using different methods and different messaging. Like most business owners, you might have started out selling to those similar to yourself. But to capture new customers you have to start understanding the needs and motivations that may be different than your own.
SPIN farmers are reporting they’re seeing new interest from millennials, and they are changing up their products to serve them. Millennial customers are usually young professionals. Many have two income households and young children. Home cooking
is becoming more important to them, with men participating in more KP duties. Speed and convenience are key for them, and SPIN’s mix and match multiple unit packaging and pricing allows them to grab and go. If you’re still weighing out your produce items, you may need to re-think that. You might also consider offering and packaging produce together that can make an entire meal, like ratatouille.
Many millennials are single and looking to meet people and try new things. Hosting cooking demos that emphasize the health benefits of the ingredients from your stand is a way to initially engage them. Ask them what they need. This could lead to changes to your crop repertoire, or your marketing. If your market is only open when millennials are working, you may need to extend the hours, or consider a satellite market closer to workplaces, or an online order and delivery service. Or start using facebook and email marketing to create direct connections with your customers.
With so many players driving so much change in the food industry now, you need to keep your sales and marketing as fresh your produce. That way, your business will be as healthy as your customers.
GET UP-TO-THE-MINUTE SALES AND MARKETING TECHNIQUES SPIN FARMERS USE TO GROW AND KEEP NEW CUSTOMERS IN THE SPIN ONLINE SUPPORT GROUP. GET A TRIAL MEMBERSHIP WITH THE PURCHASE OF ANY SPIN GUIDE. GROW AMBITIOUSLY.