Moving Your Brand Up the Food Chain: Marketing Strategies to Grow Local & Regional Food Brands (English Edition)
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カテゴリ： Kindle版
ブランド： Dog Ear Publishing
Moving Your Brand Up the Food Chain™ is for the local, small, and/or regional food entrepreneur knows that the time is now to accelerate growth.
The indicators are there. Product sales are growing steadily. Customers are asking for more from your company. Your business has started to bump up against the big chains more often. It's not unusual for a smaller, local or a regional player to be viewed as a commodity or a "value" brand. Are you happy with that designation?
This book is for food companies with higher entrepreneurial aspirations. They want to mean something more to their customers. They are focused on customer service. They strive to partner with the gatekeepers in the food industry and provide good products at a fair price.
There has never been a better time to be a local, regional, or emerging food brand. An overwhelming number of market indicators suggest that there is an unprecedented amount of volatility in the food industry:
The indicators are there. Product sales are growing steadily. Customers are asking for more from your company. Your business has started to bump up against the big chains more often. It's not unusual for a smaller, local or a regional player to be viewed as a commodity or a "value" brand. Are you happy with that designation?
This book is for food companies with higher entrepreneurial aspirations. They want to mean something more to their customers. They are focused on customer service. They strive to partner with the gatekeepers in the food industry and provide good products at a fair price.
There has never been a better time to be a local, regional, or emerging food brand. An overwhelming number of market indicators suggest that there is an unprecedented amount of volatility in the food industry:
- Smaller and private food brand manufacturers grew more rapidly (4.0 percent growth), than the 25 biggest U.S. food and beverage manufacturers (1.0 percent growth) between 2009 and 2013. (Deloitte Consulting, Food Marketing Institute, and the Grocery Manufacturers Association 2015 study)
- The USDA predicts that the sales of locally produced foods, which hit $12 billion in 2014, will surge to $20 billion by 2019. (fooddive.com)
- Opinions and attitudes toward traditional national food companies are changing, with consumers showing high levels of distrust in those companies and their brands. (adage.com, 2015)
- According to our retail buyer interviews, fully aware local sourcing is trending and actively building relationships, and buyers are looking to small brands for partnership and innovation.
All these evolving factors--the increasing influence of millennials, the desire for local products, and a distrust in "Big Food"--add up to significant leverage for local, small, or mid-sized food companies.
Now is the time to strike.
And our interview and surveys with retail food buyers agree that today's volatility will create big opportunities for emerging food brands, with some of them comparing the current rise of smaller food brands to the high-tech start-up boom in Silicon Valley not so long ago.
And our interview and surveys with retail food buyers agree that today's volatility will create big opportunities for emerging food brands, with some of them comparing the current rise of smaller food brands to the high-tech start-up boom in Silicon Valley not so long ago.