“Grower-shippers may not think there’s value for their business in consumer marketing, but having a presence on social media channels gives retailers more opportunities to connect with consumers and vendors, and makes them a more valuable partner in the long run,” she said at an education workshop, Nov. 7 at the annual meeting of the Fresh Produce Association of the Americas, Nogales.
Riemenschneider emphasized areas where grower-shippers can connect with both retailers and consumers through social media by:
- Establishing a presence on social media, focusing content on telling their story in a down-to-earth, personal way;
- Encouraging retailers to share content about their vendors both in-store and through social media channels;
- Providing tools, like quick response codes, that provide a call to action for consumers and both entertain and inform;
- Tailor packaging with informative, creative merchandising in mind.
She said food safety and nutrition are important to share with retailers, but social media interaction has to be more fun.
“Personality is more important,” she said.