Chris Veillon from Pure Flavor
“Marketing strategy isn’t just about the purchasing factor”
“We need to make people understand that the healthier choice is the better choice”, says Chris Veillon, Chief Marketing Officer at Pure Flavor. After he was asked what the strategy will be for Pure Flavor in the coming years.
Pure Flavor wants to continue to expand their reach and further solidify their position as a core supplier that delivers a premium brand of produce year-round. We have to ensure our brand position is solid, from product quality to packaging to the content we create to engage our customers”, says Chris.
Chris Veillon, Chief Marketing Officer at Pure Flavor on the right
He says Pure Flavor’s brand marketing is evolving to connect with consumers on a variety levels that go beyond the package. With an extensive variety of branded items in its product offering, Pure Flavor has the opportunity to appeal to the mass yet can be targeted by segment to create consumer connections on a larger scale.
“As an industry, we need to continue finding cost efficient ways to ensure our retail partners get the best products we can provide”, he continued.
“And we have to make sure customers have the knowledge to be able to make the correct purchasing decisions.” As a vertically integrated grower/marketer, Pure Flavor is developing a number of strategies in order to achieve this.
Chris says a marketing strategy around engagement with consumers is not just about the purchasing factor. “Quality and taste are a given, its what they initially bring to the experience, you are on the right path, but you need to go further”, he says.
Chris sees opportunities to expand several of Pure Flavor’s branded programs. One of these is the Mini Munchies initiative. “We need to be able to provide the resources for parents, and their kids, to get them engaged with the various products offered by this program”, says Chris.
Pure Flavor Mini Munchies snack packs
The Mini Munchie Program is centred around snack sized veggies that include Juno Bites Grape Tomatoes, Aurora Bites Mini Sweet Peppers, and Poco Bites Cocktail Cucumbers. All 3 items are packed in to convenient, snacksized format with a simple message for parents: “Healthy For Kids. Easy For you.”
Another successful initiative is the company’s specialty program. As a premium brand of greenhouse grown vegetables, Pure Flavor has developed several different kinds of specialty products that they market under specific brands. Each item has a nice focus and with “What it comes down to is engagement, you need to be relevant”, says Chris.
Pure Flavor greenhouse cucumbers plant
Chris sees the digital space as a game changer in many respects and can get everyone on a level playing field; social, web, product & nutrition information, personalised content, contests, cause marketing initiatives, all are powerful marketing tools at your fingertips. Veillon notes that active & dynamic content must resonate with consumers.
“Not just recipes”, Chris says. “There is an opportunity for fresh produce industry to get further engaged with consumers with stories that matter. Consumers are active, busy people, we must create content that matters”, Chris concludes.
For more information:
Pure Hothouse Foods
Tel: +1 519 326 8444
Publication date: 10/10/2017
Author: Sander Bruins Slot
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