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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:
Well, there’s little to love about a food safety breach. But reality is that they happen and where we can truly make a difference as an industry is how we communicate with the shopper throughout the discovery process.
As the produce and food retailing industries, we keep close track of all the developments when food safety breaches happen.
For consumers, food safety issues used to only make it on their radar when it affected their stores or in the case of a particularly bad, nationwide breach.
But these days, between social media and online sources, the news of a food safety issue reaches far, wide and fast. But that doesn’t mean consumers keep track of every development the way we do in the industry.
In the most recent lettuce case, the FDA initially advised consumers to throw away all precut, packaged romaine lettuce. So imagine that’s all your shoppers heard, missing later updates on growing regions and other items. As it typically takes a little while for consumer purchasing confidence to rebound for the particular item in question, lettuce from California may still be avoided, even though it’s completely unrelated.
Schnucks’ signage above helps give shoppers the confidence that their store is on top of things on their behalf. This kind of communication effort, whether by the retailer or the brand, drives confidence, which in turn drives purchases and loyalty.
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).