In 1977 the U.S. Senate released a report stating the leading causes of death in the U.S. were linked to diet. Unfortunately, it wasn’t until internet 2.0 and the birth of social media in early 2000s that we realized we have an obesity crisis and proliferation of health related diseases stemming from the food we eat.

This realization marked the start of a shift in thinking about our food choices. Americans are now increasingly seeking FRESH choices that come from the earth, without additives and preservatives. As a result, the consumer packaged goods brands and products are invading our “FRESH” space, and they’re finding ways to align themselves with an anti-processed, fresh-centric message.

It’s no wonder these smart cookies (literally) are working so hard to be FRESH. The marketability of this word and concept is skyrocketing. These brands understand that they need to tell their stories in ways that compel their audiences to believe that their fried and/or otherwise processed products are indeed FRESH. KFC got it right…fresh DOES taste best (we think so, too). And take a look at the Lay’s Chip Tracker. This tool, via one uber-effective connection, shows the origin of your chips’ potatoes, introduces you to the farmers who grew those potatoes and shares Frito Lay facts.

So what can fresh produce marketers take away from these processed products stealing FRESH? Here’s our food for thought:

• The CPG brands stole FRESH because they’re smart marketers. Fresh produce brands should consider a similar approach to their marketing. For example, we applaud Bolthouse for being one of the first to do this with “A Bunch of Carrot Farmers,” effectively using a page out of the CPG marketing playbook.
• While we once believed that we should “steal FRESH back” from the CPG brands, we’ve now come to see the opportunity and value their interest in our products provides. CPG brands are eager to align with fresh produce in 2016, and this gives marketers the chance to jump on co-promotions and collaborations with other like-minded brands. Teaming up with a complementary CPG brand can substantially increase your each and provide access to new target audiences and evangelists for your brand.
• Fresh produce marketers have never been in a better position in terms of what consumers want and in terms of what we are able to deliver. Social media and the current digital landscape have given our industry an opportunity to connect and share our stories. And in addition to this, we predict that in 2016 fresh produce brands will truly start to see marketing as a key driver for sales and profitable growth, particularly those of you who have been invested in social media for quite some time. This year is the time we will realize the demand being generated from these efforts!

2016 is yet another significant year for FRESH. We encourage marketers in our industry to utilize the tools and resources available to them to help their marketing efforts shine in the year ahead. Now is the time to consider trying something new to reach audiences on a different level – whether that’s a co-promotion, a new messaging campaign, or just expanding your focus on social media. Now’s the time!