{"id":1242,"date":"2012-02-17T10:56:31","date_gmt":"2012-02-17T17:56:31","guid":{"rendered":"http:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/?p=1242"},"modified":"2012-02-17T10:56:31","modified_gmt":"2012-02-17T17:56:31","slug":"communicating-to-the-consumer-in-a-changing-marketplace","status":"publish","type":"post","link":"https:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/index.php\/2012\/02\/17\/communicating-to-the-consumer-in-a-changing-marketplace\/","title":{"rendered":"Communicating to the Consumer in a Changing Marketplace"},"content":{"rendered":"
\"Supermarket<\/a>

California Grown Supermarket Advertisement<\/p><\/div>\n

\u00a0Turmoil in the retail marketplace and new technology are opening opportunities for California food and agriculture.\u00a0 The turmoil shows in the increasingly competitive retail and food service marketplace, which is changing the way, where and how people buy food.\u00a0 The technology impact is clear in the consumer\u2019s growing use of the internet.<\/p>\n

As retailers and food service operators strive to catch up with the consumer and begin to take steps to use technology to promote their products to consumers, they are creating an entirely new communications network.\u00a0 An important characteristic of this is that the information on the network flows two ways – promotions go out to the consumer and consumers can express their needs and frustrations back.\u00a0 At first blush, this may not sound like something that\u2019s of potential value or even interest to California food and agriculture producers, but read a little more before you make that decision.<\/p>\n

California\u2019s food and agricultural producers should ask three questions to begin to find out if there\u2019s potential value for them in the changing consumer marketplace<\/p>\n

1.\u00a0Do farmers and ranchers know which consumers are the \u201cheavy users\u201d of their product?\u00a0 Chances are that these users represent less than 20% of all the households that are buying the product, but account for more than 80% of the sales and probably a larger percentage of profit.<\/p>\n

2.\u00a0Do food and agricultural producers have a good understanding of what the \u201cheavy using\u201d households are looking for from their product and what has been their experience with it?\u00a0 This is important since it\u2019s these shoppers who are the ones most likely to purchase more of California food and agricultural products and who best understand what, beyond price, would encourage them to do that.<\/p>\n

3.\u00a0How much more effective would market and promotion dollars be by companies if they were focused on consumers who are in the \u201cbull\u2019s eye\u201d of California\u2019s target market?\u00a0 Reducing the waste in distribution alone would boost efficiency and beyond that there\u2019s an opportunity to build relationships and convert some into \u201craving fans\u201d for marketed products.<\/p>\n

If these questions catch the attention of California\u2019s food and agricultural producers the good news is that they will soon be able to get the answers to them and other questions important in defining future success.\u00a0 Farmers and ranchers need to get involved and help lead efforts to generate commercial value from new digital communications between retailers and consumers.<\/p>\n

Food retailers are becoming more receptive since it will not be long before traditional marketing vehicles like the printed circular play a much smaller role in merchandising and marketing, and they\u2019ll need more information to effectively use the new communications media.\u00a0 Farmers and ranchers have the opportunity; if they begin now, to not only promote products more effectively, but to become part of a powerful low cost dialog that can guide businesses to greater success.\u00a0 Why wouldn\u2019t farmers and ranchers, manufacture and producers, want to begin to learn more?<\/p>\n

If they do, a good way to do it is to visit Brick Meets Click, www.brickmeetsclick.com<\/a>; an online community that hosts thought leading discussion on the future of shopping.\u00a0 Here farmers and ranchers will learn what\u2019s happening across all types of shopping and be able to focus on important changes taking place in the food segment.\u00a0 It\u2019s open to all and there\u2019s no cost to listen and even to contribute to the discussion.<\/p>\n

Bill Bishop is chair of Willard Bishop Consulting and Chief Architect of “Brick Meets Click.” He is a founding panelist in Food Foresight, a trends intelligence collaboration between Nuffer, Smith, Tucker Inc. and the California Institute of Food and Agricultural Research at UC Davis. <\/em>Bill was a guest speaker at the February 7th California State Board of Food and Agriculture meeting focusing on\u00a0consumer expectations in the marketplace.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

\u00a0Turmoil in the retail marketplace and new technology are opening opportunities for California food and agriculture.\u00a0 The turmoil shows in the increasingly competitive retail and food service marketplace, which is changing the way, where and how people buy food.\u00a0 The … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":20,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[135,18],"tags":[134,132,133],"class_list":["post-1242","post","type-post","status-publish","format-standard","hentry","category-agricultural-marketing-2","category-food-access","tag-agricultural-marketing","tag-brick-meets-click","tag-food-marketing"],"yoast_head":"\r\nCommunicating to the 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