Marketing in the time of COVID-19
( Photo by Amy Sowder )

It's been more than a month since the COVID-19 pandemic started affecting the lives of practically all produce professionals.

Since then, companies with marketing teams have had to re-evaluate their message, whether that message is directed at retail or foodservice customers, distributors, suppliers or growers.

Oftentimes, companies tailor that message directly to consumers, which indirectly helps the produce companies earlier in the supply chain.

Trish James, chief marketing officer of Shuman Farms, Reidsville, Ga., and vice president of Produce for Kids, shared in late March how her team was changing its strategy.

Remove any messaging, blogs, ads and other content that references parties, entertaining, travel and school lunches, for one.

James recommends providing utility to retail customers, through consumer messaging, by finding out what they're struggling with and providing solutions. 

That could be suggesting ideas for what to cook at home, and even tips not related to produce, such as how to deal with the stress of having children at home all day, every day during state government stay-at-home orders.

Watch the video to hear more.

Related news:

Good Foods Group marketing strategy during COVID-19

Amid the chaos, heroes, innovation emerge from the produce industry

School association and United Fresh help students get produce

For more coronavirus coverage, check out our landing page on the topic here

 

 
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