Companies network to reach apple consumers

01/04/2013 12:07:00 PM
Melissa Shipman

Companies keep the focus on social media for reaching younger consumers.

“Without a doubt, social media is becoming more and more important,” said Mike Rothwell, president of BelleHarvest Sales Inc., Belding, Mich.

The company currently uses Facebook to reach consumers.

Other companies take a similar tack.

Roger Pepperl, marketing director for Wenatchee, Wash.-based Stemilt Growers Inc., said social media is used throughout the company. For younger audiences, Stemilt is using the most popular sites.

“YouTube is the most young-adult friendly mechanism today and we are using it. We also are focusing on recipes and Pinterest as a tool,” Pepperl said.

Howard Nager, vice president of marketing for Domex Superfresh Growers, Yakima, Wash., said the company uses several forms of social media to educate and communicate to growers and consumers.

He listed Facebook, Twitter, and Linkedin as mediums Domex currently uses.

The company also uses QR codes on packaging to direct consumers to its website and operates YouTube channels with videos of growers harvesting and packing the product.

In addition, Nager said the company plans to redesign its website in 2013 to be more interactive with other forms of social media.

“It is our mission to connect the grower with the end consumer to show the consumer where the product is grown, and the attention that growers have to growing the safest, highest-quality fruit possible,” Nager said.



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