The New Grocery Influencer: How Micro-Influencers are Changing Produce Shopping 

In today’s marketing world, the biggest voices are not always the loudest or the most followed. We’ve seen the rise of micro-influencers across social media platforms and how they are reshaping the way that shoppers discover and buy food, including fresh produce!  They are relatable, trusted and usually local! Whether it’s a TikTok mom showing her weekly produce haul or a wellness coach highlighting how to prepare and enjoy certain foods and fruits, these micro-influencers are bringing fresh fruits and veggies into everyday conversations!

The question is – how do we as fresh produce markets harness this power?!

We’ve rounded up a few things to consider when working with micro-influencers to build effective, seasonal campaigns that move products.

Why Micro-Influencers Matter for Produce

Can help to drive action in the store.

• While there is no guarantee that sales will spike, there is a chance your influencer can raise awareness and bring consumers into grocery stores to look for your product! Or at the very least recognized at the retail level.

They’re grocery shoppers themselves, so they know what they are talking about!

• This is the best part of working with influencers! They offer that added level of relatability because they are grocery shopping themselves! 

Speak to Niche Communities

• Micro-influencers typically have very specific and niche audiences, so ensuring that your brand aligns with their following communities is critical.

How to Work with Micro-Influencers for Seasonal Produce

Begin with a season and a story!

• Whether it’s summer sweet corn, fall apples, or spring asparagus, use the natural rhythms of produce availability to anchor your campaign. Pair it with a message that resonates: freshness, convenience, nutrition, or sustainability.

Choose creators strategically.

• Choosing influencers that align with your brand is very important. If the creators following are not people you can reach, consider something else!

Allow them to use their creativity to the fullest!

• Aside from some language and wording that aligns with your branding, be sure to allow your micro-influencer creative freedom! This not only gives you some out-of-the-box content but also allows them to speak to their followers with their own voice, which will likely be more receptive! 

Include retail and purchasing option call-outs whenever possible!

• This can be one of the hardest things to do with regional produce but when possible, this is so important! 

Repurpose and reuse the content!

• Using recipes and images on your brand website is a perfect example of this! Also content for tradeshows, print outs, etc.

Measuring & Reporting Effectively

Don’t just chase reach! There is so much more to focus on…

• Saves and shares can indicate shopper intent to purchase!
• Clicks to recipes, coupons, websites, etc. shows interest in content.
• Comments, especially those inquiring about where to buy the produce.
• Follower growth for YOUR brand from cross-promotion, meaning someone followed your brand due to seeing it on the influencers!

Although there is a time, place, and usually crazy budget needed for influencers, micro-influencer work can be cost-effective AND an important piece to a marketing plan for fresh produce brands! So don’t be afraid to work with them to raise awareness about your brand! They may have micro in the name but when used the right way can have MEGA benefits!