Food Business News - July 10, 2018 - 27
advertising is that you use reach and
frequency with multiple impressions to
get trial, repeat trial, purchase, repeat
purchase, and hopefully at the end of
that long road, you get loyalty.
"The great thing about embracing
a cause that people care about already
is you can jump all the way to loyalty
and skip those other steps if you have
enough social media or other ways of
telling the story." FBN
States are sprayed with pesticides, Mr.
"You could say, what does that have
to do with yogurt?" he said. "It's a way
of building trust with the consumer not
by selling them on something but by
addressing a need that exists and obviously educating them about the benefit
about organic methods ... it's a lot more
effective than advertising."
He added, "The principle of
E C T I ON
IMP R VED
TOM R E X P
R VATI O
'... the consumer is a lot more comfortable when there's a third party
validating what's going on.'
- Gary Hirshberg,
consumers is, in the process of making
your inputs inexpensive you are either
inadequately paying farmers or there's
environmental pollution resulting
because of shortcuts or the animals are
not being well cared for or they're not
getting adequate access to the outdoors.
"That old formula will no longer
work for you."
Many publicly-traded companies
are managed by fear, "an anti-entrepreneurial instinct," Mr. Hirshberg said.
Change must occur at the top.
"If they are willing and openminded about being entrepreneurial, then
I think the sky's the limit," he said.
"I think the long and the short of it is
July 10, 2018
there's a clear path to success in this incredibly competitive marketplace, but it
does entail a different way of thinking."
On a recent afternoon, Mr. Hirshberg hosted a group of lifestyle bloggers
on a tour of organic dairy farms in
northern Vermont. The seven bloggers
on the farm tour have a combined reach
of 30 million followers, he said.
"Stonyfield does four tours a year,
and it's proven to be one of the examples
of an entrepreneurial approach because
frankly ... the consumer is a lot more
comfortable when there's a third party
validating what's going on here rather
than us just telling you," he said.
The brand's unconventional
approach to marketing is reflected
in a recently announced three-year,
$500,000 initiative to convert outdoor
playing fields and parks to organic in 35
communities across the country. More
than 90% of playing fields in the United
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compromised quality. It continues with value engineering for cost savings,
manufacturing efficiencies, longer shelf life, and environmental stewardship.
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Food Business News