May 6, 2014

How Homemade Truffles Link To Fresh Produce Value Growth

A girlfriend of mine recently started a business making homemade truffles. These little chocolate treats are amazing – creamy, flavourful and very hard to stop at one. She decided to sell them at a local farmers market and we recently spent time discussing her pricing strategy. She currently sells her truffles for $1 each. So I asked her, how much does the competition sell truffles for? She advised they sell for $2 to $2.50 each. So I probed further about how she set her price and she advised she worked from the cost of production up to arrive at a  
June 4, 2011

Fresh Produce Battle For Share of Stomach

Fresh Produce Marketing. Providing Savvy Strategies, Persuasive Packaging and Bold Brands for the Fresh Produce Industry
May 25, 2011

Flawed Assumptions

In the fruit and vegetable world, we rely on the belief we can change or influence consumer behaviour. For example, we believe we can get consumers to eat more of Fruit A if we design a clever ad campaign. We believe we can get consumers to increase their purchase frequency of Vegetable B if we get the quality and size right. We believe we can get them to eat more of Produce Brand C if we redesign the logo to incorporate more colours and create a fresher feeling. What if we are wrong? What if our assumptions are flawed? What  
April 12, 2011

Retail Fresh Produce Strategy and the Need to Have a Plan

Tar and feather me for the following admission, but I am an ABBA fan from way back. As a result, one of my favourite movies is Mamma Mia. There is one scene in the movie where Meryl Streep’s character says, “Plan. What plan? Goodness knows I have no plan.” I can’t help but feel there is a similarity between that line and retail fresh produce strategy. I don’t mean to be critical of retail. I’ve never been a produce buyer or head of produce, so I am sure there are multiple challenges I am blissfully unaware of. However, one of