Watsonville, Calif.-based California Giant Berry Farms has been talking with consumers, and conversations from the first quarter of 2018 are in.
The company has been building a database of consumer insights drawn from permission-based marketing through website messages and e-mails to consumers, according to a news release.
“We love the fact that if a shopper says they prefer strawberries and gluten-free recipes, our software allows us to easily program communication that sends gluten-free strawberry recipes when we send custom e-mails,” Cindy Jewell, vice president of marketing for California Giant Berry Farms, said in the release.
More than 70,000 California Giant consumers are sharing information on shopping habits, favorite retail stores and how they want to be communicated with in the future, according to the release.
Data gathered by the company shows 69% of California Giant shoppers buy fresh berries at least once a week or every other week, according to the release. About 34% of shoppers purchase other fresh produce when they’re shopping, according to the release. That is one reason why California Giant collaborates with other fresh produce partners like Jazz apples, Duda Farms, and Ocean Mist to encourage purchases of other items, according to the release.
Key consumer insights drawn from the database of California Giant shoppers indicate that most are looking for main entrée ideas, desserts and smoothie recipes for berries.
Other insights include:
- California Giant shoppers are focused on healthy eating recommendations, recipes for summer cookouts, and ideas for birthday parties and holiday celebrations;
- 48% of California Giant shoppers value promotions and sweepstakes during key volume periods; and
- The California Giant shopper is interested in getting information on the company’s food safety program and stories about farmers and their families.
The consumer data helps California Giant build social media communications, featured video stories on farmers and future blog and e-mail marketing themes, according to the release.
More consumer insights from California Giant shoppers are found at the company’s website.
