Local, sustainability key to successful herb marketing
Sustainably grown, organic herbs are Buckeye, Ariz.- based Duncan Family Farms’ specialty. The company grows basil, thyme, oregano, marjoram and chives, among its other herb offerings.
Duncan’s focus on sustainability is deeply rooted in transparency and a drive to be better, say company officials. To accomplish its goals and achieve the Sustainably Grown certification label, Duncan Family Farms partners with SCS Global Services.
“It was important for us to talk about our sustainability initiatives with the data to back up our claims,” said Patty Emmert, community relations and marketing manager for Duncan Family Farms. “Equally important was to shed light on our practices in a measurable way so that we could have a clear view of what we were doing well and find the areas where we needed to improve,”
The company’s current marketing efforts have been hyperfocused on local and regional markets.
“We are in the process of trialing new products under the Duncan Family Farms brand that will be focused on flavor, seasonality and distributed into more local and regional markets,” said Emmert. “We know the consumer wants flavor-forward items and we are seeing our industry respond to this.”
One way the company has accomplished its goal of fresh, local herbs is by diversifying its growing regions. The company has farms in Goodyear, Ariz., Maricopa, Ariz., Merrill, Ore., and one most recently in Seneca Castle, N.Y.
“Consumers are also very concerned about the environment and climate change, so this is driving up demand for more products produced locally,” said Emmert. “We have several different growing regions, so this positions us nicely to provide those local and regional solutions that many retailers are looking for.”
