There are countless studies and stats about the effectiveness of cause marketing. We’ve written about it on The Core, practiced it ourselves and on behalf of clients. And while we categorize our promotion efforts as either “cause” or “non-cause,” I’m not so sure that there’s a difference.
I view all fresh produce marketing as cause marketing. We may not always work to directly benefit philanthropies with funds with each and every marketing endeavor, but as access to and promotion of our industry’s products expands and results in greater consumption, the goals of many cause-focused groups inch ever closer to attainable.
Whether it’s the American Heart Association, Feeding America, or the American Diabetes Association, our industry’s products are their key allies. I’m not saying that the work that we do is the same as organizations that tirelessly advocate on behalf of their causes. However, in many instances our work actually supports the efforts of those groups – serving as a solution to many societal problems.
We wrote (way back) in 2010 that “we are in the fledgling stages of a fresh produce movement, and we’re blessed enough to be part of it.” Well, it’s four years later and the rumbling has become a roar. With institutions from government (2014 Farm Bill) to pop culture (movies decrying America’s obesity problem) acknowledging the benefits of fresh produce consumption, our “movement” grows and advances. With each marketing tactic – from tweets to trade ads – our industry members are promoting products that have the ability to, in many cases, heal our friends, neighbors and loved ones. And that’s the most important cause of all.
This “greater good” is executed by many and we’re proud to honor those in our industry whose efforts increase access to and promotion of fresh products every day. Nominate your own “FRESH HEROES” by clicking the button below or visiting us at United in Chicago, booth #1458. We look forward to hearing your stories and honoring your heroes!