Marketing That Builds Trust

When it comes to fresh produce, people want to know exactly what they’re putting in their carts – and their bodies. Where did it come from? How was it grown? Is it really as fresh as it looks? As questions like these become more common, it’s up to brands and retailers to provide honest, helpful information that builds trust. The good news is, educating your customers doesn’t have to be complicated. With the right marketing approach, you can turn everyday shoppers into confident, loyal fans who feel good about their choices. Keep reading to learn how you can educate consumers about your products.

1. Understand What Consumers Want to Know

Some common questions people have about fresh produce:

Where is it from? Is it organic? Does it need to be washed? How do I know when it’s ripe? How should I store or cook it?

This curiosity is a good thing! It serves as an opportunity. As a leader in the industry, addressing these questions can create value and confidence in your brand. This is important to consumers because you’re making the buying decision easier, while positioning your brand as helpful, transparent, and customer-first. Informed customers are confident customers – and confident customers come back.

2. Use Transparent, Honest Messaging

Whether it’s product labels, in-store signage, or social media posts, clarity builds trust. Aim for messaging that’s informative, but never overwhelming. Keep it simple, but not vague. Avoid greenwashing terms like “natural,” “clean,” or “sustainable” that can be misleading without proof. Consumers are savvy and will fact-check (especially Gen Zers). Be transparent about what your product actually does or includes.

3. Leverage Visual Content

Nowadays, we all are looking for quick ways to receive information that is straight to the point. Using visual media like videos, photos, graphics, and illustrations to teach your audience something valuable goes a long way. Instead of text-heavy posts, visual content shows, demonstrates, and engages while also educating consumers about your products.

Some examples of visual content in the context of fresh produce are:

• How to keep herbs fresh for longer
• Behind-the-scenes footage of harvesting or packing
• Storage hacks to reduce food waste
• Nutritional benefits graphics

4. Spotlight Your Farmers and Field Workers

Putting a face behind the food helps humanize your brand and builds deeper trust with your customers. At DMA, we know for a fact that people connect with people. Not just products. Showcasing the humans behind the brand adds emotional value and creates brand loyalty. An easy way to bring this to life is by adding a dedicated ‘Meet Our Growers’ or ‘Our Partners’ page to your website.

5. Consistency Builds Trust Overtime

Gen Z and Millennial audiences, in particular, value:

• Transparency over perfection

• Regular updates vs. occasional brand statements

• Education that feels ongoing, not opportunistic

If your audience only hears about your sourcing practices once a year on Earth Day… they’re not going to trust it. You don’t need to reinvent the wheel. Talk about your key values in different formats and through different angles, regularly. Consistency doesn’t mean saying the same thing every day – it means showing up regularly with honest, valuable content that reinforces what your brand stands for. Over time, that builds trust and trust builds loyalty. Remember this: Educate to connect, not just to sell.

If you’d like more ideas to help you reach consumers and capitalize on current trends, download our FREE Social Media Calendar today!