Home Ideas Ripe For The Picking Odd And Ugly Is In: Marketing Ideas Ripe For The Picking

Odd And Ugly Is In: Marketing Ideas Ripe For The Picking


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.



Anne-Marie Roer


Millennials are very environmentally-conscious and like the various misfits, odd bunch and other “ugly fruit” programs, particularly when served up at a price break.

Smaller in size, not quite straight, spotted or otherwise deemed “ugly” for the longest time meant these items ended up as a meal ingredient or were discarded. In a growing movement to reduce food waste, retailers around the globe are introducing ugly fruit programs, like this one at Woolworths Australia.

But they don’t seem to have universal success. Many consumers still look for that perfect looking item, at the perfect price.

But Millennials are up for it. Whether they buy organic, local or ugly fruit program items, one of their chief motivations is the environment, much more so than older shoppers. Additionally, they are price conscious, though willing to make room in their budgets for something they really want. Catering to a young, hip, urban area? The odd bunch may be for you.

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).

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