Men make grocery buying decisions too

07/19/2013 09:40:00 AM
Dan Galbraith

Dan Galbraith, Sections EditorDan Galbraith, Sections Editor I was first amused then perturbed when I read a MediaPost article titled “Moms Will Change Food-Buying Habits In 2013” by Tanya Irwin earlier this year.

Then came a March article “U.S. Potato Board zeroes in on ‘Linda,’” by Tara Schupner Congdon of The Packer, as well as other similar articles in trade press about fresh fruit and vegetable entities’ marketing focus on moms.

There’s even a Produce Mom blogger who is enjoying quite a lot of media attention, I understand.

While I realize moms are an important slice of the market, I never seem to find articles about shoppers like me, “Forty-Something Grandpas Who Are Mad as Heck and Ain’t Gonna Take it Anymore,” who can buy and eat food with the best of ’em.

We FSGs may not be as sought-after as Linda, nor able to leap tall banana displays in a single bound like The Produce Mom.

But we do make a lot of produce buying decisions, not only for ourselves but for children and grandchildren.

Somehow many in the produce industry seems to have forgotten men are people too. And we have buying power. And we eat lots of fresh produce, although admittedly sometimes it’s lettuce garnishing a cheeseburger.

And aren’t fresh-cut and single-serve fruit and vegetable packaging all the rage? While Linda says convenience is not her top priority, we FSGs are all about value-added produce.

Maybe we FSGs are a demographic worthy of the produce industry’s marketing dollars after all.

Many of us are more open-minded than produce moms, for instance. We’ll eat lettuce in salads, on sandwiches, in McWraps or just straight out of the shredded lettuce bag, when we’re lazy enough.

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A July 10 article in the Wall Street Journal by Anne Marie Chaker, titled “America’s Next Top Super Berry?” pursues the next sexy successor to acai.


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