Produce playbook borrows from processed foods
Marketers are looking to give forgotten veggies like broccoli a makeover with campaigns similar to CPG companies
With American obesity a national crisis, produce is stealing from the marketing ploys used by processed foods companies to make fruit and veggies cool. How can the production costs be lowered so produce is just as easily accessible for families as frozen pizza? Some produce, such as Florida citrus and avocados, has the marketing money to garner consumer awareness. So to get on consumers' radar, produce is now borrowing from key CPG campaigns. Take the soda wars, Coke vs. Pepsi; it's now being rebranded for healthier fare: broccoli vs. kale. To read more, go here.