Terminology helps marketers steer greenhouse messages

03/08/2012 11:32:00 AM
Susie Cable

The simplest definition of "hydroponics" is the production of plants without soil. Leamington-based Nature Fresh Farms Inc. grows its produce hydroponically in high-tech greenhouses in Canada, said Jay Colasanti, who works in sales and marketing.

Most of it is grown in coconut-shell fiber.

All of JemD’s produce is grown hydroponically, DiMenna said.

While hydroponically produced items might not look different from those grown in soil, DiMenna said they hold up better in the store and in consumers’ homes.

He said shelf life and quality are better for hydroponic greenhouse produce.

Delta, British Columbia-based Village Farms International used to have the trademarked word "Hydroperfect" on its logo, but it has decided "greenhouse grown" is a more consumer-friendly phrase, said Doug Kling, senior vice president and chief marketing officer.

Company research found many consumers didn’t know what hydroponics meant, or they associated it negatively with controversial growing techniques.

"Greenhouse grown" is more easily understood by consumers, and it conjures a friendlier image, said Helen Aquino, marketing manager.

Instead of trying to explain the technology of hydroponics, the company focuses on promoting its tagline, "Good for the Earth," which communicates to consumers about the benefits for them, including water conservation and consistent year-round products.


Prev 1 2 Next All


Comments (2) Leave a comment 

Name
e-Mail (required)
Location

Comment:

characters left

Madcom    
sydney  |  March, 08, 2012 at 05:31 PM

It doesn't work for me! These terms are attributes not benefits.

Ceciliae    
Blacksburg  |  March, 15, 2012 at 05:05 PM

At Recirculating Farms Coalition anything that helps promote the use of this healthy local food is beneficial! It is great that we are examining how these terms influence consumers choices. To learn more about recirculating farms visit: www.recirculatingfarms.com

Feedback Form
Leads to Insight