Inspiring the consumer

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Inspiring the consumer
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Inspiring the Consumer

• Organics
• Locally Grown
• Marketing to Kids
• Snacking
• Packaging
• Direct to Consumer

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Organics

• Fresh produce is still the top-selling organic
  category in retail sales
• Half of consumers surveyed in March 2009 would
  reduce or eliminate organic fruit and vegetable
  purchases because of higher prices

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What do the numbers say?

• 4Q 2008,organic fruits and vegetables performed
  better than conventional produce
• Organic vegetable sales were up 8.9
• Conventional produce was up only 1.6
• More organic production than in the past causing
  downward pressure on price and more incentive for
  consumers to buy organic produce

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Signal Organic

• Recently created our organic story
• Visual and verbal style that reflects the new
  Coast Produce brand idea and character in a way
  that is relevant to the organic market

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The Wall The busy environment where organic lives
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Standing out Cal-Organic uses color effectively
to stand out
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Standing out Distinctive graphic signatures
used consistently
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Sameness Most organic identities are bland and
generic looking
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Small formats lead to inaccuracies at check out
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Larger formats allow you to tell a richer
storysource, freshness, taste.
Tone handwriting expresses a more natural
approach.
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Consistency Vons O is recognizable but the
colors blend with the produce
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Display Opportunity to express Brand theme and
personality
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Coast Organic
A Natural Way
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the ladybug (Coccinellidae). Ladybugs are not
only useful, they are colorful, cute and a sign
of good luck.
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Coast Organic
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Coast Organic
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Coast Organic

• Launched January 2009
• Customers volume increased 116
• Our sales increased 93
• Our actual Margin increased 272

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Locally Grown

• Local seems to have replaced organic as the safe
  option
• The Packers 2009 Fresh Trends reports that 73
  of survey respondents said they were buying more
  local produce than five years ago.

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Why buy local?

• Freshness
• Quality
• Healthier
• Tastes better
• Feels good to support local producers

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Its locale, not local

• Consumers want their food raised with love by
  farmers deeply knowledgeable about the land and
  its fruits. They want it to grow in the right
  places, with the right soil, water and sunshine
  under the watchful eye of a farmer who cares.
  Communication of that authenticity is the
  challenge
• Jim Prevor, Produce Business

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California Avocado Commission
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Farmers Select

• Coast retail program highlighting a grower and/or
  growing area with the goal to create a personal
  connection between the product and the consumer.

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In-Store Success by Case Volume
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In-Store Success by Sales
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Marketing to Kids

• Kids influence parents purchases
• 70 of survey respondents stated they buy produce
  because kids ask for/like it
• 40 said they purchase some produce just for
  their children
• Health is important
• Moms say fresh fruits and veggies are a healthy
  alternative to other snack foods

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Marketing to Kids

• Top vegetable items purchased for Kids
• Potatoes
• Baby carrots
• Tomatoes
• Lettuce/Salad
• Corn

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Cartoon Characters

• Half the parents said cartoon characters on
  packages of produce would not affect their
  purchase decision
• Another 27 said they would not buy produce with
  cartoon characters 28 said characters
  promoting healthy eating might cause them to
  buy
• Parents would most like to see Nickelodeon,
  Disney, and PBS Kids characters on packages

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Make Produce Fun

• Engage kids in a fun, interactive way
• Position as colorful, fun and healthy
• Cartoon characters on packaging is a start
• Reach kids in-store and online
• Moms want demos with healthy, kid-friendly
  recipes, Healthy Kids Club, Sweepstakes for
  family prize

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New Products and Packaging

• Competing with fast food, make it more
  interesting
• Create kid-oriented packages that are portable,
  convenient, and in appropriate portions
• Taste is still important!
• Snack-packaged items

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Disney
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Disney
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Disney
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Sesame Street
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Nickelodeon
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Warner Brothers
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Popeye
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Sunkist Fun Fruit
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Dole
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Dole
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Sunset Kidz
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Packaging

• Creates a fantastic opportunity to tell your
  story
• Efficient marketing tool
• Packaging can entertain, engage, and excite
  consumers

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Packaging

• Physical package shape
• Color
• Imagery
• Typography

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Packaging

• Showcase the product
• Be impactful to cut through the clutter
• Keep the packaging fresh
• Take the time and money to do it right

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Packaging
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Packaging
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Packaging
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Packaging
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COAST SNACKING
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Coast snacking
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COAST SNACKING

• 8/4/07 4/15/08
• Coast sold both 6-1 and 8-1 mini hot house
  cucumbers in multiple labels
• 8/4/08 4/15/09
• Coast sales on just Coast brand Snacking Cukes
  8-1
• 172 increase in volume
• 189 increase in sales
• 406 increase in actual margin
• The increases were not just due to the new label
• North Shore left the mini HH cuke market
• However, Stater Bros. reported a 15 increase in
  sales due to our label

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Direct to Consumer

• Consumer behaviors/patterns to expect
• down to earth living
• pragmatic choices
• common sense
• focus on the simple pleasures
• focus on what they have versus what they want
• develop significant personal relationships
• desire to feel safe, connected, and have a life
  of meaning.

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Desire for Community

• The Natural Marketing Institute (NMI) listed a
  desire for community as one of its top ten trends
  for 2009 -
• After a protracted housing boom which resulted
  in suburban sprawl, staggering commutes and
  isolated neighborhoods, consumers are seeking
  once again to reconnect with one another. From a
  resurgence in shared community living models,
  the new communes, to a renewed interest in
  volunteerism, community gardens, YMCAs and other
  community centers, neighbors are looking for new
  (and old) ways to connect with other people.

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Desire for Community

• The real estate market has already recognized
  this trend and a Dec. 26, 2008 Chicago Tribune
  article states
• Many developers today are taking strides to form
  a sense of community among residents, a trend
  that is expected to continue into 2009Park Place
  of Elmhurst has a monthly program called
  Positively Park Place, which includes cultural
  outings and presentations for future residentsAt
  The Front Street Lofts, developer Marquette Cos.
  Has partnered with Lemont to establish the
  Institute for Community to create strong
  relationships between resident and merchants in
  the revitalized downtown Lemont business
  district.

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Desire for Community

• We have already seen consumers desire for
  personal connection to their food manifested in
  the locavore movement
• 100-mile diet
• The Omnivores Dilemma
• Animal, Vegetable, Miracle A Year of Food Life
• Whole Foods
• Farmers Markets
• Making choices about food gives a sense of
  control back to the consumer

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Focus on Simple Pleasures

• In the current environment of economic
  uncertainty businesses also feel at the mercy of
  forces beyond their control. According to JWT,
  the United States largest ad agency,
• a recession doesnt mean that an economy shuts
  down completely and people stop buying anything.
  They still have to buy necessities, and that
  doesnt mean just food and drink. They may well
  regard non-essentials such as lipstick and beer
  and donuts and coffee and hair treatments as
  necessities. The opportunity for businesses now
  is to find out not just what people want, (apart
  from low prices, of course) but what they
  particularly value at this time.

JWT Intelligence - 10 Trends for 2009
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Focus on Simple Pleasures

• JWT states
• After years of flocking to new upscale malls
  with their upscale rents and prices, consumers
  will find old-fashioned outdoor markets newly
  appealingcash-cautious shoppers can savor the
  pleasure of wandering past artisan handcrafts,
  fresh produce and rich smells, enjoy the banter
  of merchants and the chance to barter for
  bargains.

JWT Intelligence - Top 10 Trends for 2009
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So Fresh Market

• is an open-air, community market providing fresh
  fruits and vegetables, local cuisine, natural
  foods, creative meal options and free
  entertainment with the purpose of giving back to
  the community.

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Inspiring the consumer

• If you have the resources, now is the time to
  market and advertise your products to the
  consumer.
• Create a brand with a strong message.
• Dont forget packaging when communicating with
  the consumer.
• Take your time, spend the money, do it right

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Thank you!

• Jin Ju Wilder
• Coast Produce Company
• 1791 Bay Street
• Los Angeles, CA 90021
• USA
• jwilder_at_coastproduce.com