Pepsi v. Coke in produce
I was reviewing some notes of when Tom Stenzel of United Fresh Produce Association was in the office in June to speak at our annual editorial meeting.
Speaking about marketing issues, Stenzel was recalling his days at the National Soft Drink Association, when the cola titans of Pepsi and Coke were at each "with blood and guts."
The net effect of the cola wars was rising consumption for everybody. "They were laughing all the way to the bank."
Stenzel said, "If we would have said, "Drink more soda, it's good for you, it would have been boring," he said, "And not true," I added. "And not true," he agreed, to laughter of the assembled Packer crew.
Of course, one of the great things about produce is that it is good for you, and that theme is a central consumer message. But is generic promotion too boring? The thesis that generic fruit and vegetable promotions are boring or bland is worth considering. My contention that "boring" is nothing that $100 million in promotion funds wouldn't solve.
Funded at just a few million in any given year, The Fruits and Veggies - More Matters campaign is underfunded for the size of the industry. I believe that a national promotion order for fruits and vegetables would be a great step forward for this industry. Funded at competitive levels with dairy, beef, pork, generic fruit and vegetable promotions could be both funny, creative and carry the beloved health message.
Perhaps the produce ads would tweak the other stodgy food groups with funny, well-aimed zingers. I'd love to see the industry on equal footing, at least.
As far as consumer brands for produce, perhaps Dole and Chiquita, or Green Giant and Del Monte, will oblige us with a taste challenge. Consumers could weigh in on the storied rivalry between mature green versus vine ripe tomatoes, or Mexican and U.S. avocados.
Would you believe Walla Walla sweet onions versus Vidalia?
Produce is the Pepsi that needs a Coke villain.
Labels: Chiquita, FDA, Fresh Produce Industry Discussion Group, Fruits and Veggies More Matters, The Packer, Tom Stenzel
posted by Tom Karst @ 9:26 AM
2 Comments:
The only problem with competitive promotion between brands is that the messages often aren't for consumers -- they're for retail customers.
Do consumers look for Chiquita vs. Dole bananas? Probably not because their local supermarket only carries one brand of banana.
There are some exceptions -- bagged salads come to mind -- but for the most part, there are only two choices in the produce department -- brand name or store brand (which often are from the same packing shed).
There are some brands out there that consumers look for. From my own anecdotal evidence -- My grandma likes Driscoll's berries -- consumers are somewhat brand consious in produce, but until the marketers can convince stores to carry more than one brand of something, it's a tough sell.
Maybe it should be bananas vs. twinkies?
They both look similar, and in my humble opinion, twinkies are disgusting.
Perhaps Organic versus conventional or even genetically enhanced versus conventional varieties. I can almost picture the farmers aguing across the fence and sampling in side by side produce stands...
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