Communication central to organics' success, experts say

01/11/2013 12:44:00 PM
Jim Offner

“Their comments range from praise over the flavor of our arugula to complaints about how our twist ties are not recyclable,” he said.

Consumers also can call Lakeside’s sales office and speak directly with Peixoto or one of his three other sales representatives, he said.

“I’ve spent upwards of 20 minutes on the phone with a consumer talking about his favorite vegan collard recipe, as well as a lady in the San Francisco Bay who makes kale chips for her kids as an afternoon snack,” he said.

The Salinas, Calif.-based Nunes Co., for example, recently announced that it is promoting its Foxy brand organic products on the public TV program “America’s Test Kitchen,” a cooking show that boasts of an audience of 2.2 million viewers per weekly episode.

“It’s the most-watched cooking show on public television,” said Matt Seeley, vice president of marketing for The Nunes Co., which plays a “sponsorship-partnership” role in the show. “As part of that, we work hand-in-hand with them. They have fantastic social media tools to help us get the word out.”

It’s an ideal forum for organic produce consumers, Seeley said.

“The person who watches public TV: higher income and education, which fits in real nicely,” Seeley said.

 

Social media

Organic produce consumers are engaged, in the TV show and other media, Seeley said.

Communication lines with organics consumers is a must, said Matt Roberts, sales manager with Sedro-Woolley, Wash.-based organic shipper CF Fresh Inc.

“We’re getting better at it it’s important as you go forward, especially on something like organics, where there are a lot of consumer questions out there,” he said.

Tom Deardorff, president of Oxnard, Calif.-based Deardorff Family Farms, said most of the social media attention his company attracts is related to organics.

“When we look at Facebook traffic on our site, it’s probably 90% related to our organic program, which is only about 25% of our production,” he said.

The communication is related to consumers seeking information, he said.

“They’re inquisitive, and having a Web presence and engage that conversation is probably more important on the organic side,” Deardorff said.

Keeping communication lines open with organics consumers is a must today, said Cherie France, sales and marketing assistant with Porterville, Calif.-based Homegrown Organic Farms.



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hgri    
usa  |  March, 04, 2013 at 09:43 AM

plroduct is of poor quality. Had to dispose of it.

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