Market Smarter: Leveraging Nutrition Experts as Brand Advocates for Fresh

June 12, 2019
10:00 am

Posted by DMA Solutions Team

*For the sake of this article, the terms “dietician” and “nutritionist” will be used interchangeably to refer to licensed or accredited individuals who have obtained a degree in a nutrition-related field and have participated in a supervised internship program.

Fruits and vegetables have a great advantage in that, unlike with packaged foods, most people do not need to be convinced of their legitimacy as health foods. However, consumers may not be aware of why fresh produce is good for them, and often need education on the specific benefits of each type in order to drive increased consumption. The CDC states that “eating a diet high in fruits and vegetables is associated with a decreased risk of many chronic diseases, including heart disease, stroke, high blood pressure, diabetes, and some cancers” (2011). Fresh produce also provides important micronutrients and phytochemicals to support optimal health.

While the health benefits of fresh produce are clearly proven, research shows that since 1988 in the United States, fruit consumption has not changed, and vegetable intake has actually decreased slightly (CDC, 2011). For fresh produce companies, and for marketers, the top goal is to encourage consumers to increase consumption of fruits and vegetables. One way to do this is by leveraging the power of influencers, and not just anyone with a strong social following—we’re talking dieticians* and nutritionists*, who share the same goal in spreading the word of the importance of building a diet based on whole, unprocessed foods.

Here are a few reasons why your brand should join forces with a nutrition professional to serve as your brand advocate to help you market smarter, not harder (#squadgoals):

What to know about nutritionists as brand advocates:

Your go-to source for credible, evidence-based research

Nutritionists have been educated to sift through research and determine which claims are credible and based on true, unbiased, scientific evidence. Having a nutritionist to back your brand is a smart way to build credibility and trust with your consumers.

Don’t get lost in translation

Although nutritionists have gone through in-depth science courses and are well-versed in medical jargon, they also are trained to be able to communicate information to people in a way that is both compelling and easy to understand. They serve as powerful “translators” to deliver the latest information in a way that consumers can easily digest (pun intended).

You could give a man a fish… but you’re better off teaching him how

Find a nutritionist who is not only able to educate consumers on the why behind increasing their fruit and vegetable intake, but also on the how. Many nutrition programs include basic culinary training to equip professionals to develop recipes and teach clients how to prepare their own food. Nutritionists can curate strategic recipes to further encourage and enable consumers to incorporate your product(s) into their daily lives in a way that is easy and enjoyable.

Leverage their health-conscious audiences

Chances are, nutritionists have their own audience of health-conscious individuals. Leverage their platform in your partnership and increase your ROI by marketing to a group that is more likely to have an interest in your product(s).

Let dieticians keep up with the trends for you

We all have that one friend who keeps us up-to-date on what’s hot-and not. Nutritionists are well-versed in health and wellness trends as well as food trends, so they can offer helpful advice in how to market your product accordingly. Should you focus on the specific nutrient panel of your product? The fact that it is organically grown? The way it can serve as a healthy swap for another beloved food? Utilize them as consultants to find creative ways you can market your product to appeal to the hottest topics your consumers are interested in while not wasting your time on what was so last year.

Leverage them as the “boots on the ground”

Nutritionists have a direct handle on what people respond to, real-life barriers to accessing fresh food, how to help change habits, and what truly works for the average busy lifestyle. Let them guide your brand’s content and delivery in a way that is most relevant.

The solution for healthier living will always be fresh

Though you probably know the importance of leveraging influencers by now, fresh produce marketers should specifically hone in to partnering with individuals with an added layer of credibility and authority to further foster trust with your consumers. Consider elevating health and nutrition as a part of your marketing platform, because the solution for healthier living will always be fresh.

Wondering how to choose the best influencer for your brand? Look no further—we’ve got you covered.

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