Consumers crave authentic engagement with the food they buy. Brands that are winning market share are backing up marketing claims with food supply chain transparency. Consumers are looking more closely at who is producing their food. Millennials especially are seeking more detailed information about sustainable food options. How can you share your brand's story in a way that will appeal to this need for authenticity?
Authentically marketing involves answering key issues consumers have regarding food sustainability. A recent study by Green Hasson Janks provides the following insights on consumers’ shift to food sustainability and what that means for the food industry.
- The study determined that over three-quarters (77 percent) of surveyed food and beverage producers either changed or added products based on consumer concerns.
- Marketing authentically to consumers with real information about food sourcing and sustainability is important.
- Today, in this global, electronically connected marketplace, with more active and educated stakeholders, a more broad and agile approach to sustainability issues is needed.
Marketing must provide evidence and back up any brand claims of social responsibility to gain loyalty. How does your marketing address the top 5 concerns associated with food sustainability?
- Are the ingredients sustainably sourced?
- How is the food produced?
- Is the packaging eco-friendly?
- How is waste managed along the food supply chain?
- What is your recycling program?
Having the tools to track from field to fork in real time allows marketers to tell an authentic brand story beyond what is in the box.
Consumers buy from brands that share their values.
Honesty- Be clear and tell the truth. Transparency is the key.
Example: If you are transitioning from artificial flavors or preservatives to adopt a cleaner label, share that information. Show your brand's commitment to being transparent about sustainable practices along the entire supply chain.
Community Matters – Get involved with socially-responsible initiatives that have a positive impact on the environment. Get out into the community and give back. Invite consumers to engage on social media.
Example: Volunteer and sponsor a school garden project or urban farming. Sustainable food and community go together.
Take action- Telling a brand story is nice, but to tell it authentically, you need social proof. If you stand for quality and integrity, what actions can you take to backup the claim?
Example: Publish results, such as a corporate sustainability report across social media. Share the accomplishments and the struggles unique to your brand.
Backing up your marketing claims is easy when you have the tools. FoodLogiQ Connect enables brands to gather, monitor, manage and audit the sustainability of suppliers throughout the food supply chain. You can stand behind your brand claims of sustainability and quality products. Committing to food sustainability and best business practices invites consumers to the table to share in the future of food.
Want to learn more? Let FoodLogiQ give you the tools to market authentically, request a demo.
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