Buy local – why now's the perfect time to tell your product story
In market research, consumers would always say they support local. But when you watch them in the store, they don’t always live up to their word. Many factors take precedence at the point of purchase. There has always been a small percentage who are loyal to local. Recently, two factors have had a significant positive impact on the number of consumers looking for local:
- Empty shelves in food stores were not something this generation had ever experienced, and it forced people to think about where food comes from. Many concluded the only way to ensure a sustainable food industry is to support local producers and processors.
- Reduced travel and international trade have forced consumers and retailers to explore products that are local and Canadian. There’s an increased sense of pride in local and Canadian products. People are discovering great products made close to home. There’s also a better chance of getting the inventory required, as many countries have experienced interruptions in supply due to processing or logistics issues.
This shift in the market is a tremendous opportunity for Canadian processors to generate exposure and sales. Consumers and customers want these products right now. Good retailers react to a changing consumer, and we see more shelf space devoted to local products with promotions in flyers. Retailers are doing this because consumers are telling them they want more local. Processors have an opportunity to respond and pursue these opportunities while demand is high.
If you're a Canadian processor, now is the time to tell your story.
If you're a Canadian processor, now is the time to tell your story. Capitalize on the interest to explain the benefits of your products and why they’re better. Product attributes like interesting ingredients or a Canadian twist on any product will develop interest and bring consumers closer to your product and your brand. Share stories about your employees and perhaps local producers who supply you with ingredients. These opportunities create a stronger emotional attachment to your product and your brand. And consumers with an emotional attachment will continue to support your product into the future.
Be relentless in all your consumer touchpoints. This includes packaging, social media, mass advertising and any other opportunity you get to interact with the end-user. Public relations opportunities are tremendous as everyone is looking for good news stories.
Meet and exceed retailer’s expectations by showing your commitment to producing a great product that is consistent and safe while also showing an interest in promoting your product to generate sales. A great promotion calendar and commitment to service level are essential to get your product both on the shelf and into a shopping cart.
Article by: Peter Chapman