Social media continues to be an important tool to communicate with organic consumers about where produce is grown.
Alethea Prewett, digital marketing coordinator for The Nunes Co., Salinas, Calif., says that consumers want to feel connected to the companies that provide their food.
“A lot of organic consumers, and consumers in general, are looking for more information and particularly want to know where their produce is grown,” she said.
The company is active on Facebook and YouTube, and also uses Twitter.
Nunes previously used its Twitter account more for industry communication, but Prewett said it is trying to expand that to different food industry professions, including writers and bloggers.
“We’re still expanding the definition of how we’re using Twitter,” she said.
Instagram and Pinterest
Nunes also has an Instagram account, which — along with Pinterest — are in Prewett’s plans for social media expansion in the future.
“Pinterest and Instagram are visually appealing, which allows you to have a full digital presence,” she said.
Prewett said she especially likes social media for communicating with consumers.
“We can give them information on our brand and tell our story, teaching them about the farming aspects and all the things we do,” she said.
Prewett said though it can be inferred that organic customers want to know more about their food, conventional buyers are still interested.
“It definitely depends, but there are a group of people who want to understand where their fruits and vegetables are grown, and social media is a great way to connect with them,” she said.
Company websites also help growers connect with consumers, and quick-response codes can help drive traffic there.
Homegrown Organic Farms, Porterville, Calif., has a new QR code on its blueberry labels, chief executive officer Scott Mabs said.
“We’ve always been very grower-centric to help consumers understand where product is coming from The QR codes are giving us more opportunities to connect consumers and growers more effectively,” Mabs said.
He said the company has plans to add QR codes to all of their items in the future.
Other forms of communicating with consumers include TV ads, which The Nunes Co. also does.
In 2013, the company partnered with “America’s Test Kitchen,” and as a sponsor of that program, they now have an advertisement for their organic line before or after the program.
“We partnered with them because the demographics match, and we’re also using the development of recipes,” Seeley said.
By the end of the year, the company plans to develop more than 40 new recipes that utilize their items, done in conjunction with “America’s Test Kitchen.”