In a world where the digital era has changed the way many industries do business, the fresh produce industry has not been immune. Fresh produce marketers currently face the reality that their consumer and buyer audiences are often seeking similar information and in the same place: online. The expanding demands of reaching and influencing both buyers and consumers at the same time and in the same place can leave marketers feeling overwhelmed and resorting to building a bigger megaphone and “shouting” until they reach everyone with their message.
The truth is, although marketing strategies for B2B and B2C are becoming less distinct for fresh produce marketers, there is one marketing mindset we need to have in order to be the most relevant online resource for the products you grow, ship and/or sell – PRESENT.
For example, if you grow carrots, focus on being THE resource for fresh carrots in the digital space, whether it’s in branded packaging or a private label. You may not be able to sell your carrots in every retailer in the US, but you can be sure that you are a reliable and present resource on “carrots” for people seeking information on this topic. Information seekers may be buyers at a regional retail chain looking for a new carrots supplier, or they may be a millennial searching for a show-stopping side dish recipe to bring to Thanksgiving. When you consider that no matter who the information seeker is, as long as you are the result for having the carrots information – you are in a positive position.