Last month we started a new series to help producers and processors get more  products in more shopping carts more often. Production is critical, however you need to sell all the great products you produce. 

One of the most important components of selling your products is to understand what consumers are doing or could be doing with them. You need to help them see the potential.

We have developed a process called CART to help you sell more products. There are four essential ingredients in this recipe for success:

Consumers

Alignment with your customers

Retail plan to sell your products

Trust with consumers and customers

Walk through a store and think about how consumers are using your products and other items in the store today vs. how they might have in the past. If you are in the produce department, how many of your items are used in smoothies or recipes with Asian flavours? Consider that there are new consumers in the market. Are they buying your produce or shifting to other items? 

This does not happen over night but buying behaviour changes as food trends and demographics change. All of these shifts in the market have an impact on how your products are being used.

How do they use your products?

Every year, I would recommend that you ask the following questions. If the answers do not change then keep on going, however when you start to see shifts you need to adapt and keep your customer informed as well.

For example:

How do they use your products?

Do you see new trends in food where your product could grow in popularity or on the flip side, be replaced?

With changes away from the traditional three meals a day, will this deliver opportunities or problems for you? If your product is an ingredient in smoothies or afternoon snacks this might be good. If you are a proponent of a sit- down meal that takes 45 minutes to prepare you will see declines.

How do they prepare the product? 

In this world where many consumers want everything faster can you do some of the preparation or give them ideas to reduce the time required?

Is your product relevant to today’s consumer?

Do they consume the product in its raw state or use it as an ingredient? 

Does your packaging and product size conform to the most popular uses?

Can you offer more insights or guidance on your packaging and drive consumption?

It is more important than ever to watch industry trends and help consumers make the decision to buy. They are bombarded with information and messages so do not get left behind.  We know packaging is going to change a lot in the near future. You need to incorporate changes to help consumers use more of your product as part of these packaging changes.

There are many examples where giving consumers information, ideas and incentives to use products differently will drive consumption. Grilling asparagus, making popsicles with fresh fruit and selling mini potatoes that have spice on them all drive consumption. It is our job to plant the seed with consumers. Do not wait for your customers to do it.

Including the focus on how consumers are using your products will be very important in your sales strategy. You can share the information with consumers and customers. With great ideas and the right program you will see more of your products in more shopping carts more often.

If you have any questions about understanding how consumers use your products please give me a call at (902) 489-2900 or send me an email at peter@skufood.com.   

WHAT’S IN STORE

More food waste initiatives rolling out

In June, Loblaw announced it would be rolling out Flashfood to 250 stores by the end of the summer. Consumers using the app will select a store and then see what items are available for purchase at discounts up to 50 per cent of regular retail. These are products that have been removed from the shelf for quick sale. This is one more initiative in the market to give consumers choice and reduce food waste. Shoppers pay on the app and go to the store in a designated area to pick up their product.

It will be interesting to see how consumers adopt these offers. Will they be organized and motivated to go into the app and find what they need? I would expect many will do this while they are at the store, as opposed to in advance. Suppliers need to watch these initiatives. Check to see if your products are showing up regularly and challenging your own business for opportunities to reduce food waste.