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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:
While claims about what is or isn’t in our food have been driving sales for a while, callouts referencing the better treatment of people, animals and the planet are becoming increasingly important. Doing good = transparency 2.0.
In recent years, transparency emerged as one of the biggest buzz words in the food industry – describing consumers’ desire to understand what is/isn’t in their food and where it came from.
Manufacturers and retailers alike focus on production attributes, such as organic, non-GMO or local – claims that are certainly driving dollar growth. But having observed this trend through the shoppers’ eyes from its infant stages to slowly coming to maturity, I think we’re ready for Transparency 2.0.
Or really, I personally prefer “ethical living.” After all, transparency is what the manufacturer/grower/shipper/processor, etc provides. But ethical living is the consumer side of it.
Shoppers not only want to know more about the food they buy, but are changing their food choices out of consideration for the better treatment of people, animals and the planet.
This is precisely why across categories, fair trade is driving significant growth, whether in chocolate or produce. This is precisely why hormone-free, grass-fed, humanely raised and other animal welfare claims in meat are growing double digits while conventional is flat.
This is precisely why sustainably grown or other environmental impact messages strike home with consumers. Nielsen found that produce items featuring claims focused on good business practices, such as fair trade, ethically grown or sustainably grown saw 10.8% growth. It’s no longer just about the attributes — increasingly, it’s about the benefits and doing good is certainly one of those.
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).