Why emotive marketing is the wave of the future in fresh produce

The way businesses interact with consumers is changing, according to a leading international marketing expert. Lisa Cork, founder of Fresh Produce Marketing told the Australian Banana Industry Congress that as consumers change, the way producers need to market and communicate with them also needs to change and evolve.

"We are moving from a time of rational connection to a time of emotive connection," Ms Cork said. "We are moving more away from facts and more towards feelings. We are moving away from features and more towards benefits. The reality is in the produce business is that we are very, very rational. When connecting with consumers, often growers think from a rational production perspective; tonnes per tray, yield per hectare. Those are all the (current) communication platforms."

Ms Cork has worked with growers for nearly 30 years and says it is time for them to start thinking about taking a more consumer-centric focus. Ms Cork believes that the consumer world is going through a 'renaissance', with the increase in online bloggers and television programs focusing more on fresh fruit and vegetable.

"It is a good chance for us to consider if we want to capitalise on this interest in fresh produce and how we go about optimising this moment in time for both sales growth and value growth," she said. "What is required is that we have to think differently. So we have to stand more in the shoes of consumers and say 'what does my product look like from their view of the world'?"

She says that before she started working on the 'Eat Smart' brand in 1992, there was no consumer-focused branding in fresh produce - it was more location, or industry based names. She says it is important to build a story, because it moves beyond what is grown, to thinking about how consumers think and feel about a product. Ms Cork believes this is the next step in the marketing of bananas, which are already at the top of the category.

"If you look at the headlines from around the world - the UK, U.S.A, berries are overtaking banana's position in those markets," she said. "But let’s not be closed minded about thinking differently or finding new opportunities at a deeper level."

One area Fresh Produce Marketing suggests could be explored is the conversation of health versus wellness. Ms Cork says the health space refers to the physical activity driven behaviours, which is already being used effectively across the industry. But she sees a trend switching towards wellness, or a more relaxing, balanced, 'feel-good' space. 

"The difference between health and wellness is subtle but important," the FMP founder said. "The phrase we would use is that shoppers are developing mindfulness, around not only their life, but the foods that they are consuming. So how can bananas take that opportunity and create a wellness platform? Is there an opportunity? I don't know, but my gut feeling would tell me that it would be a really good opportunity to look at campaigns for the next 3-5 years."

Another area she says could be discussed is what constitutes a portion of banana. Ms Cork noted that Australian bananas are often larger than other international exports such as Ecuador and the Philippines, but says it can create confusion for consumers who are becoming more health and wellness focused. In addition health guides from around the world have different information regarding sizes/weight of the fruit and how much calories it contains.

"The way that we look at portions, to me, says there is opportunity, particularly when you look at trade specifications," Ms Cork said. "Bananas are measured in terms of length, but what does length have to do with weight? What is the portion if I buy a small (length) banana, how many grams is that? From a consumer-centric point of view, I am incredibly confused that if I was interested in wellness and only wanted a small portion - what should I buy?"

She adds that portion in itself creates a new marketing opportunity, through segmentation, which offers products that meet different consumer needs. She uses the example of the 'kids pack' of bananas, which have a smaller size and questions whether there is an option for branding the same form of product, but at an adult audience.

"If you think in demographics there's maybe an opportunity for different portion sizes for different people - so when athletes eat a banana, they might want larger portion to a woman trying to lose weight," she said. "But when you are offering segmentation you have to be careful that what you are offering is not product-centric. So why wouldn't we want a world where mum buys the kids pack bananas - but then also buys a big banana because it's marketed as a 'man's banana'."

Ms Cork concluded by pointing out that marketing is a powerful because creates awareness and desire, but it needs to be backed up by a product, or a range, that meets a consumer's needs in order to be effective.