Lisa won thanks to her innovative work on Kumara yams (sweet potatoes) from New Zealand and in particular for her customer-oriented attitude.
One market survey had in fact shown how consumers avoided buying Kumara yams as they were considered too big and gnarly to be peeled easily.
Using this information, Lisa Cork and client Delta Produce Growers Cooperative have modified the packaging and the supply in order to provide smaller and smoother Kumaras.
Thanks to these changes, Cork managed to increase the sales and the unit value for her client. "Little Gourmets" (in the photo), one of the new packets, increased the value of sales for producers by 200%!
Using this information, Lisa Cork and client Delta Produce Growers Cooperative have modified the packaging and the supply in order to provide smaller and smoother Kumaras.
Thanks to these changes, Cork managed to increase the sales and the unit value for her client. "Little Gourmets" (in the photo), one of the new packets, increased the value of sales for producers by 200%!
Lisa Cork explains that, "we must focus on the need of the producer to approach final clients. Buyers want their specific needs satisfied. They want customisation. And producers that want to maintain or increase their market share have to respond. One of the reasons behind the success of Kumara was the fact that we have supplied exactly the produce buyers wanted."
FreshPlaza interviewed Lisa after the ceremony.
FreshPlaza (FP) – Lisa, you have just won Marketer of the Year. How does it feel?
Lisa Cork (LC) - Words cannot describe how honoured I feel. I have been marketing fresh produce and trying to help producers increase their sales for almost 25 years but such a recognition is amazing. I feel lucky, as everyday I get up and I do what I love, and I get paid for it. It was already unbelievable, this prize is the icing on the cake.
FP – What are you working on at the moment?
LC - The work I did for Kumara shows how there are many products that must be developed even for those categories that are considered developed. My objective for the future is to continue working with producers and their sales channels to maximise sales and the opportunities to grow. At the moment, I am involved with some projects concerning citrus fruit and avocado. I am also working on some strategies to sell new varieties.
FP - Any advice for producers? Any idea on how they can take advantage of new opportunities?
LC – Of course! One of the best ways to look for new opportunities in a category is to carry out an analysis. And it does not entail loads of calculus. Sometimes an analysis of products, packaging, prices and range is all it takes. And then you must ask yourself: "Do these products satisfy the needs of customers?"
Another piece of advice for producers is to rethink their packaging. One of the new services I provide is a sort of "packaging review", which I carry out via email. This helps growers identify the most common mistakes in transferring their message on packaging. I help them solve them so that they can benefit from packaging.
For example, if the name of the producer or of the company prevails on the packet, we are missing out on an opportunity. At the same time, if everything that is written on it is obvious, other chances to sell are lost. Packaging, as well as the message on it, is essential. This is one of the most common mistakes I notice every day.
FP – What are your perspectives?
LC - One of my main objectives is to spread the word, as they say. I want to reach the biggest number of producers or producer organisations as possible with my motto "Use packaging as an instrument for sales and marketing". I am therefore working to spread my idea, presenting it at all meetings all over the world. This is the quicker way to make growers think different.
I am also refining my marketing: I have improved my website, so that now various articles are available to download as well as articles on added value for operators in the fresh fruit and vegetable sector. For example, I have just completed a free download called "Buy me: use your packaging to sell more". It's easy to read and it helps growers rethink their packaging.
FP – Thank you, Lisa. One last thing, which is the best way to contact you should someone want some advice?
LC - They can write me at: [email protected] or visit my website: www.freshproducemarketing.com. I will send a copy of my booklet as a thank you to all FreshPlaza readers who will contact me.
