You may have recognized this article header. A DMA team member wrote this post almost a year ago, and it strikes me as a perfectly suitable explanation for the question, “Why should I engage in social media?”. I get that question quite a bit and I certainly understand why. Avoiding fads, especially in business, is a good practice. But, even though social media is here to stay, I don’t feel that is the reason the fresh produce industry should embrace it.

I believe social media is an opportunity for our industry because of our “products”. Our products are important and our stories resonate with consumers. Our products are at the epicenter of positive (Let’s Move Salad Bars to Schools & the culinary boom) and negative (a largely obese culture). In addition to this, consumers do not know what a great knowledge resource we are about our products . So we need to connect and engage. And social media affords us that opportunity. Lastly, one of the most social activities on earth happens to be eating. We need people to eat more fresh produce!

I thought this post was terrific last year. But now I find it to be a manifesto for our future.

It’s easy to forget that what we do is important. We do not sell timeshares. We do not sell debts. We do not sell overpriced trinkets and tell people our wares will make them feel better about themselves. We sell fresh fruit and vegetables. We sell healthy living. We sell delicious experiences. We sell completely guiltless pleasure. We sell a vital element to a life well lived.

It is undeniable that the health of our fellow Americans has reached a deplorable state. Shows like The Biggest Loser and Jamie Oliver’s Food Revolution have outlined that fact quite plainly. Obesity and nutrition-related illnesses are rising at exponential rates. There is a problem. We sell the solution.

People use the term “movement” quite a lot these days. The Green/Maker/Libertarian/Indie/etc. movement. It’s a big, heavy, poetic word that carries the weight of progress inside it. Movements change culture. Movements shift the course of history. Movements breed powerful things.

Today we are in the fledgling stages of a fresh produce movement, and we’re blessed enough to be part of it. Let that sink in for a moment. YOU are part of changing this nation for the better. Your product is making sick things well.

It’s not just a sales pitch. It’s not getting more people to eat more produce. It’s healing our nation.

And that is no small thing.Posted by: The Entertainer (Dan’l Mackey Almy)

Tags: fresh produce, Fresh Produce Industry, Jamie Oliver, Jamie Oliver's Food Revolution, The Biggest Loser

Posted Thursday, May 26th, 2011 at 4:59 pm and is filed under Branding & Messaging, Culture & Creativity, Health & Fitness, Marketing Tools & Trends, Thoughts on FRESH.