Lazy but long title about an evolving fresh produce market

Love fruit

Valued at over USD 104.7 billion, the American fruit and vegetable industry surprisingly doesn't make it to the 20 largest industries in the country. To me, that sounds insane, because, well, we all eat and to think that, the one industry that defines the survival of our species, is smaller than real estate (a place for our stuff), is incredible.

I came across this interesting article the other day which essentially discusses the changing trends for purchase of fresh produce. It highlights how millennials, with the advent of the farmer’s market and online shopping, no longer consider supermarkets as their primary source of fresh produce. Not only does this trend impact the industry directly, but it also facilitates significant change in the way traditional supermarkets influence the consumer buying journey.

Personally, I prefer to touch and feel what I eat, and that’s why I always prefer going to the store to buy my produce – meat or vegetables. I therefore, find it very hard to understand how most people can order vegetables off the internet without necessarily checking what it is they’re getting. It has taken me a while to understand that in an age where consumers are flooded with choices, product quality and engagement differentiates the entire buying experience. The minute a brand is able to add a little more color into the lives of its consumers, that brand is special. People take their food seriously, and as a brand, you can count on the fact that, when it comes to produce, consumers would prefer to be loyal; yes, they may experiment and explore, but if it clicks, they are going to come back to you. I mean, it’s food!

And while conventional print and signage is effective with the older age groups, digital has seen a lot of growth. It seems obvious that with our growing dependency on the internet, digital is probably the best way to engage with the consumers. Research has found that email, websites, apps are some of the most widely engaged promotional mediums right now.

I’ve been thinking about what makes a brand preferred over the other. I for one, am not really a brand loyal person. If I can afford it, and it does what it’s supposed to, I’ll buy the product. Granted I will educate myself, check options and depending on the kind of purchase, maybe even ask people about it(daunting). But the more I try to break it down, the more I realize that while there are certain purchases that are purely transactional, certain purchases depend on additional value that the brand adds to my life, whether it’s community, education or maybe even a novelty of a kind. Which is why I believe that when retailers begin to engage with their customers with content and persoanlized offers, they set themselves apart in the mind of the consumer.