Fitzhenry looks at changing marketing landscape

07/02/2013 11:21:00 AM
Tom Karst

Fitzhenry, who was a summer produce manager at a retail market in Fresno in his teen years, has helped guide the strategies of various produce clients in regard to social media in the agriculture channel, and he said that discussion will be a big part of his presentation at the Midwest Produce Conference.

He said every business on the planet should be taking a close look at the benefits and opportunities in social media.

“It has become the default mode of communication not just for consumers but also for many businesses,” he said.

Google has become an important part of trade, with shoppers researching products before they buy. What creates Google search results are Google search algorithms, which are driving off of content from the internet, including social media posts.

“If you aren’t present and active and putting information about your products and services out there, you may never come up in the search results,” he said.

Fitzhenry also plans to discuss the rise on online purchases of fresh produce, and what strategies retailers may use to combat that.

On Aug. 20, a panel of industry experts will discuss the rise of non-traditional markets, and what retailers can do compete against the trend.

For information and to register for the Midwest Produce Conference & Expo, see the website.


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