Big Goal for United Fresh: Promoting Produce to Consumers

residue calculator

Big Goal for United Fresh: Promoting Produce to Consumers

February 21, 2019

Voice Search Idea Studied at United Fresh BrandStorm Event

By Mikenzi Meyers, Associate editor

Mary Coppola, Vice President of Marketing Communications at United Fresh Produce Assocation, is not just focused on selling brands of produce but improving marketing within the industry as a whole.

Mary Coppola, United Fresh

When it comes to promoting a brand, Coppola knows that people are more drawn to those they have background information on.

“We’ve certainly seen that when there is a brand association and there is a strong story shared with the consumer—that there are a trust, loyalty, and a desire to seek out that brand—in return, [that] means that the consumer is buying more of that product,” she explained.

Producers looking to create this kind of a connection should note that less is more, and consistently sending the same message is the best way to get consumers on board.

The marketing industry is also trying to capitalize on the consumer’s connection with technology. Coppola described new research into voice-activated search engines, called voice optimization.

“Consumers are, more and more, using a voice search to ask about products, what’s in season, and where they can buy such product,” she said. “There’s an opportunity for producers to start talking about their products, and their brands to be able to be the ones to answer those questions.”

Every year, United Fresh holds an event called BrandStorm that brings together produce marketers to update them on the latest trends and set the stage for the rest of their marketing activities throughout the year. They also hold a convention expo for professionals in the retail industry in order to educate them and give them the tools they need to help producers sell their products.

With an abundance of new technology and marketing research, the ultimate goal still remains the same.

“As an industry, I think we would all share the same sentiment: that we want consumers to eat more produce,” Coppola said.

More California Ag News

Curious of How Safe is Fresh Produce? Residue Calculator Helps Public Understand How Safe Food Is News Release Recently, we have shared new government residue sampling results from the F...
Alliance for Food and Farming Supports Industry Alliance for Food and Farming Works Hard for the Produce Industry By Patrick Cavanaugh, Editor Since 1989, the Alliance for Food and Farming based i...
2017 Produce Samples Survey Show Safeness For Cons... Tests Show Low or No Pesticide Levels in Most Fruits and Vegetables in California By Charlotte Fadipe, California DPR Once again, tests showed that ...
Social Media Tips for Moveable Middle Educating the Moveable Middle, One Picture at a Time By Mikenzi Meyers, Associate Editor With technological advancements that enable everyone to sha...