From bulk buying toilet roll to the increased popularity of home brewing. A fair bit has happened in the market place over the last year.
Fragile supply chains.
COVID-19 has highlighted how fragile our supply chains can be, but they have also shown how resilient they are too.
Initial panic buying led to supermarket shelves being cleared of toilet roll and alcohol, to name a few of the "essentials". But most shops have ensured supplies are getting through.
For agricultural or food business's relying on supplying the food service sector all demand disappeared overnight. This brought to light that fruit and vegetable companies need to be balancing their customers and not "put all their eggs in one basket".
Consumers have now started looking at different ways of buying food and drink. Resulting in the development of online shopping systems, which leads onto what we can do as marketers to help.
Marketing realities.
This last year demanded changes from marketers, its not about marketing trends anymore its about marketing realities and the opportunities you have as a result. COVID-19 has created the need to invest in marketing technology, embrace email marketing and adapt Personalisation strategies so you can communicate empathically with your customers and tailor your business to their needs.
Fresh Produce remains in the spotlight.
If anything one good thing which has come out of the last year is the fresh produce has gotten more time in the spotlight as people seek immunity boosting foods to improve health.
What we can do to help Produce Companies.
Produce companies are asking more from us, they want explanations, where is their money going. They want to see their individual companies Path to Purchase. In doing this us as marketers need to explain how our marketing efforts make an impact on purchase intent and brand loyalty. It is therefore vital that us as marketers know how to drive consumers to seek out and purchase their products and reflect this in the strategies we recommend.
COVID-19 won't last forever.
It is obvious that there is not a food or farming business that has not been affected by COVID-19. In the U.K, most likely very business will have someone affected by the virus. There is a shortage of labour already making it difficult to get the right staff, in the right places, at the right time. But we will save that topic for another Blog.
COVID-19 wont last forever. However the impact of it and what lies ahead for consumers and UK fresh produce business's may well last for some time and we just need to prepare.
Here at StripyFig we will help you prepare.
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