The more businesses are able to understand and showcase their uniqueness, the better they can build strong relationships with their customers, both consumer and wholesale, leading to the ability to protect margins; provide negotiation bargaining power; raise their brand profile; and increase profits.
Traditional marketing incorporating annual exhibits or trade shows has already been disrupted through social distancing. A positive outcome is that marketing budgets can be diverted to the creation of innovative, health centric recipes, videos and articles, for promoting via digital channels.
With consumers engaging in more scratch cooking, businesses can tell their story in health centric ways that consumers can relate to, and implement easily into their lives.
Chefs will need to cater well to these health conscious consumers in the out-of-home sector, which provides opportunity for businesses to build closer connections with them, so that they better understand their brand health credentials, and become strong advocates and promoters of their products.
And let’s not forget your staff as customers! The more they understand your product’s health potential the more they can be your biggest brand assets and advocates.