Oschner, who works with brands including Dole and Natural Delights dates, offered advice for working with bloggers, including offering them something unique and useful — not a blanket news release.
“You want to create value down the line so offer a unique experience, such as meeting the growers, seeing the farm or access to the field,” he said. “What do you have that they can get anywhere else?”
A trip to a growing operation isn’t the only way to connect with bloggers, Sherman said. Working with a product itself is just as effective, provided the brands get in touch prior to sending product.
“Some blogs are very much about exclusive product and the experience and some are about everyday availability,” she said. “The best thing you can do is to have a relationship with us and say something like, ‘Amy here are 10 new things we have coming out this season, please let me know if any of these are of interest to you.’
“Cookbook publishers have been doing this for a long time and it makes it easy for us to respond.”