An organics firm has planted a new social media flag at the San Francisco Wholesale ProduceMarket.
Earl’s Organic Produce has become the market’s first merchant to add the title of social media director to its staffing chart. Susan Simitz just three months ago claimed the new title among her other duties as marketing manager.
“Facebook was already in place when I arrived, but I’ve now begun Twitter,” Simitz said.
The strategy at Earl’s Organic Produce is to combine the company’s website with its social media outreach.
“We’re trying to be part of the conversation in the food world locally, trying to stay relevant,” said Earl Herrick, owner.
Food tastings, demonstrations and other outreach efforts also are part of the strategy, he said.
“It’s all about getting people to engage,” Simitz said.
By that dimension, Twitter has found a home at Earl’s Organic Produce.
Simitz said there already have been Twitter conversations with residents on the East Coast, in Mexico and as far away as Europe.
“The goal is to have our website be a place where anyone could go for any information he or she might want to know about produce and what’s going on in the produce industry,” she said.
Herrick sees the company’s role on the Internet in a broad sense.
“What I’d eventually like to attain is that we’re just not commenting on what’s in season and tastes good, but the seasonality of it, and why it’s that way, where it’s coming from, what’s the time of maturity — those kinds of things,” he said.
Most of the company’s customers are regional, but Earl’s Organic Produce has extended its service in recent years.
“We have enjoyed some commodities that do travel well, particularly heirloom tomatoes and stone fruit,” Herrick said.
This year, satsumas have been added to that short list, and the company is using the Internet to spread the word.
“East of Colorado, many people don’t know about satsumas,” Herrick said.
Regardless where the computer user resides, Earl’s Organic Produce is ready to serve, Simitz said.
“If you have a question, just send it in,” she said. “If I don’t know the answer, I’ll find it.”