Industry analyst and consultant Anne-Marie Roerink of 210 Analytics is an expert on marketing produce from farm to retail. Her travels take her to stores around the world. Every week in SPW, Anne-Marie shares one of her favorite retail displays or grower marketing success stories with a photo and her thoughts on why these are Ideas Ripe For The Picking.
What I love about this:
Local is hot and shoppers want more. They buy local for very specific reasons and linking marketing messaging to shoppers’ thought process can help drive increased purchases and penetration for a higher-margin item.
Most stores sell local items, but not everyone tells a good story. When the Retail Feedback Group asked shoppers why they buy local produce specifically, keeping the dollar in the community, freshness and environmental impact emerged as the top three reasons.
Why not remind shoppers about that when in-store?
They just may open their wallet a little further when reminded of the farmer up the street or a reduced environmental impact.
And, what inspires current buyers may inspire a few nonbuyers as well! After all, while organic continues to see distinct pockets of interest, local sees broad demographic interest.
Anne-Marie Roerink specializes in quantitative and qualitative market research. Prior to launching 210 Analytics, she served as the Director of Research for the Food Marketing Institute (FMI).