Market positioning connects with consumers

09/21/2012 09:27:00 AM
Denise Donohue

Consumers would rally to MeatX’s do-good story, which would convince other retailers to stock MeatX — sometimes right beside the private-label meat.

Many produce shippers and growers could also achieve a more durable, non-price-based market position in stores simply by deciding what their niche will be and finding stores with those kinds of shoppers.

Then use promotional tools that support the market position.

I think many folks in produce are like MeatX: Trying to put the buy-local and support-the-farmer monkeys squarely on the consumer’s back — or in their purses.

Denise Donohue is founder of Donohue Associates, DeWitt, Mich., a marketing and public relations firm specializing in agriculture. Before that, she was director of the Michigan Apple Committee, Lansing.

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John Bailey    
Salinas Valley, CA  |  September, 24, 2012 at 10:21 PM

Great article! Thank you for telling it like it could be.

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