Packer Fresh Take: Kathleen Triou of Fresh Solutions Network
Welcome to The Packer’s Fresh Take, a new column featuring advice and inspiration from leaders and innovators in the produce industry, in their own words.
Kathleen Triou, President and CEO of Fresh Solutions Network, tells us about her produce roots, her proudest career achievement and what helps her keep her cool.
Tell us about your roots.
I started as a Brand Manager at E. & J. Gallo Winery in 1995. During that job, I realized how much I enjoyed connecting the actual grape growing process to customer experience. Once I realized that, I shifted my marketing focus from brand management to commodity marketing in the produce industry. It’s funny how past experiences influence future outcomes as I currently find myself marketing both a brand, Side Delights, and generating demand for an entire Network. Feels like I’m getting a two-for-one in this job—and loving it!
Hit us with your best advice.
A boss early in my marketing career, who was trained at Proctor & Gamble, once told me, “The person who knows the data (consumer, category, production, etc.) controls the conversation. Do your homework, dig into the numbers and speak up at the meeting.” I took his advice to heart. I’ve aspired to bring this level of knowledge and commitment to every one of my marketing efforts.
What opportunity should the industry take advantage of?
I see three HUGE opportunities for the industry:
Customization: Big data and tech are making it possible to market in a customized fashion to consumers. These tools/apps are relatively big-ticket items. Can produce afford them? It will take a combined effort between retailers and suppliers to do it right.
Community: Finding your peeps – shared interests – and the feeling of inclusion is a major driver of consumer behavior. How can we rally a “produce community of consumers”? Data indicates that produce consumption has declined per capita. How can we leverage a sense of community across the entire produce community and with consumers to help each other make better food choices, eat more healthily, and strengthen the importance of produce to our daily lives? Education and trust will be at the heart of this opportunity.
Vertical farming: Leafy greens are the main crop in this growing technique, and most recently, a strawberry crop was successful. With water shortages, unprecedented weather events, the rising cost of transportation, and the ever-present downward pressure on margins (to name a few threats to our collective businesses) vertical farming’s controlled growing environment, efficient use of square footage, and proximity to population centers makes a lot of sense. How can we grow more fruit and vegetables this way? The possibilities are huge. Let’s get venture capital invested to help us move the needle and activate this new frontier.
What marketing campaign are you most proud of?
Whatever my most current project is at the time, is the one I’m most proud of sharing. Currently my Network partners have rallied behind the “Grown Where It Matters” promotion of our potatoes. This campaign gives consumers a behind-the-scenes look at the individual farms of the Fresh Solutions Network.
Using immersive video, viewers can follow growers on their day-to-day rounds from harvest to packaging and shipment, all with a 360-degree view. The warmth and passion of each farmer are put on full display as they dig into the soil with their bare hands to unearth their crop, detailing the legacy of their farm and the joy they take in bringing fresh produce to plates around the country. Capturing the farmers at work gives potato farming a human face to connect to, and a demonstration of freshness that is hard to rival.
The campaign is supported with an interactive campaign landing page, video commercials, and expanded social media presence, all with new immersive creative and an ownable brand voice. Social ads and posts will focus on three leading social media platforms (Facebook, Instagram, Twitter) to drive clicks to the new landing page to build brand value for Side Delights® and direct consumers to visually explore the products and benefits. Additionally, we’ve created an in-store secondary display and ½ bin with creative that brings the digital campaign to life for retail shoppers.
What keeps you cool as a cucumber?
A glass of wine. Some fresh air. And the silky music of Bill Withers.
What’s on the menu?
Potatoes, of course! My favorite recipe is Beer Roasted Potatoes with Brussel Sprouts and Bacon. This recipe, IMHO, is the be all end all of potato dishes. It’s got it all, potatoes, beer and bacon – like a football party in every bite. If you even remotely like potatoes, give it a whirl. It’s easy, and tasty. Boom!
What’s the best concert you’ve attended?
Annually, I love to attend the Bottle Rock concert in Napa, California. It’s a three-day concert that attracts top talent across music genres and generations. Some of my favorites have been Earth, Wind & Fire, Bruno Mars and Michael Franti & Spearhead.
