All the four P’s of marketing are important, and none of them is more important than the others. But it’s important not to exclude any either. We have products (fresh produce), a place to sell the goods, and have set a price expecting customer buying reaction.
We use promotion to get the word out, and its value should never be underestimated.
A parting word from William Lever, co-founder of Lever Bros.:
“The man who whispers down a well
About the goods he has to sell
Will not make as many dollars
As the man who climbs the tree and hollers!”
Armand Lobato works for the Idaho Potato Commission. His 30 years of experience in the produce business span a range of foodservice and retail positions.
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