This is the theme of communication from which we must start to boost the consumption of fruits and vegetables: the taste.
Consumption is falling in Europe, in the United States and especially in Italy. This is the photograph of the 14th Annual Report of Agroter, confirmed by Coldiretti, CSO and other international studies. Boosting consumption is the primary goal for all the fruit and vegetable system.
#fruit: it’s healthy and we all know it
During the conferences organized at Fruit Logistica 2014, the issue of the consumer’s involvement came out several times. It can be emotional or rational, to the point of sale to encourage impulse buying, or through other media; But the goal remains that of perceiving the added value of fruits and vegetables. “The fruit is healthy,” this is true and everyone knows it (just ask the kids!), But it is no longer an effective communication theme to create added value; health of fruit and vegetables is now taken for granted and also … are we sure that putting fruit and vegetables as an alternative to other less healthy dishes (but tasty) is a winning solution? The same principle applies to the now overused concept of “quality”; it is not an added value, but a pre-requisite and quoting Hamlet Elijah at Fruit Logistica “quality isn’t said, it’s done.”
#lowertheprices
Opinion leaders are in agreement that marketing strategies based on promotions are short-sighted and short-term oriented. Not only, as stated in the document of the CSO, there is no correlation between the decrease in price and increase in consumption, in fact, we can observe that the use of price leverage has often proven counterproductive in the long term, triggering a vicious lowering of the quality, which leads to further decrease of the value’s perception of the products by consumers.
#fruitandvegetablestaste. Let’s talk about that!
What NCX Media aims to do for their customers is to choose the best ways to spread throughout the chain a new language, highlighting the differences in taste and valuing fruit and vegetables in a “Masterchef” style.
What NCX Media aims to do for their customers is to choose the best ways to spread throughout the chain a new language, highlighting the differences in taste and valuing fruit and vegetables in a “Masterchef” style. The first opportunity to speak to the Italian market is Fruit Gourmet Expo (www.fruitgourmetexpo.it), the international B2B exhibition presented in April during Vinitaly and scheduled May 5-7, 2015.
The CEO and Director General of Veronafiere, Giovanni Mantovani said:
“In the year that sees Veronafiere among the protagonists at Expo 2015 with the implementation and coordination of the Italian Wine Pavilion – WINE A Taste of Italy – in conjunction with the Ministry of Agricultural, Food and Forestry Policies and Padiglione Italia, we also decided to offer the market a highly innovative and original initiative boasting a gourmet promotion format for quality fruit and vegetables”
Riccardo Marinelli · 12 September 2014