How many times have you cooked a meal with just one ingredient? Have you ever ordered a salad with only lettuce? The fresh produce products that you grow and sell can only be enhanced when paired appropriately with other FRESH ingredients.  And, much like the delicious harmony of flavors of a dish that features multiple fresh fruits and/or vegetables, we believe that there is much to be gained from fresh produce brand collaborations in the marketing realm. Each brand brings unique flavors, textures, colors, products and stories to the table which, when combined, reveal opportunities and results that are very difficult to achieve within a single budget or marketing team’s bandwidth.

Brand collaborations should be about connecting with target audiences and needn’t be limited to large-scale promotions and grand sweepstakes. Only recently have we escaped that proverbial box and facilitated brand partnerships outside of big productions. For those brands that practice content marketing, each piece of content produced provides an opportunity to boost its reach by featuring complimentary fresh brands/products that will share the content across their platforms, as well. The benefits of co-promotions and collaborative content are plentiful:

• Expand Your Audiences– Shopper databases, social media platforms, blog posts, website ads, etc. are all avenues for boosting impressions and, when most successful, converting some of their audiences into qualified contacts of your own.
• Align with Trending or Peak-of-Season Products – Don’t consider only community size and/or marketing budgets when vetting potential brand partners. Other, less tangible, offerings can also position a brand as a perfect partner. One top of mind example: Avocados are all the rage around the Super Bowl and your worldwide mango company has a killer, non-traditional guac recipe just begging to be tailgated. Pitch a collaborative recipe book with an avocado grower with similar distribution and take advantage of the built-in buzz.
• Share Costs – This one is a no-brainer. Who doesn’t want to make more room in their marketing budget for additional programming/content. This is one terrific way to do just that.
• PR Opportunities Abound – The headlines practically write themselves, but we’ll even help out with the first on: “Fresh Produce Brands Present All-In-One Backyard BBQ Menu To Boost Sales”.

Bring other, non-fresh brands into the mix and you’ve got a 360° content marketing campaign that will have your audiences begging for more – and by collaborating with other brands, you can provide more. Have questions or interested in partnering with other fresh brands on your content marketing? Drop us a line!