Wake Up Call to the Produce Industry

In response to a recent Opinion piece by Dan Galbraith, published in The Packer on April 14, 2008, John Sauvé issued the following call to arms to the produce industry: “Wake up! Health Matters Most.” Galbraith’s suggestion that the health message as a driver for produce consumption has failed is way off base, according to John Sauvé, an experienced marketer in the field and leader of the Swardlick Food & Nutrition team.

From an OP-ED piece published in The Packer, May 19, 2008
By John Sauvé, Managing Director Food & Nutrition
Swardlick Marketing Group

Wake Up Call. Health Matters Most.
As the Managing Director of the Food & Nutrition Practice for Swardlick Marketing Group, the agency that developed the science and nutrition-based 5 A Day The Color Way program for the Produce for Better Health Foundation, I have seen the power of a science-backed health story to dramatically move produce sales. In the late ‘90s, our agency discovered, developed and promoted the emerging phytochemical research and antioxidant-based health story behind the enormous success of the blueberry business. A health-based marketing message was and continues to be the driving force behind the worldwide demand for blueberries, as well as other individual fruits and vegetables that have chosen to focus on health as their principle marketing message.

In our view, the health message has not failed the produce industry as a driver of consumption for fruits and vegetables. Rather the industry itself has failed to effectively drive and support the right health message into the marketplace.

"When was the last time you saw the words ‘health’ or ‘wellness’ prominently displayed in the produce section?"

We believe the produce industry, representing the healthiest food group, has yet to really embrace, understand and truly market the health benefits of its colorful, nutritionally advantaged products. Until that happens we will lose ground to the many other categories in the marketplace — think dairy, cereal, soy, beverages and supplements — that have grabbed “health” and benefited from it. These categories put money behind health in a big way: at point of sale, in advertising, in packaging. The same cannot be said of the produce industry. While we are off talking about other things, the other food groups will take away our inherent health advantage. Just good competitive strategy on their part. We talk a good health game…among ourselves….but our actual playing is way short of the mark.

Think about it: when was the last time you saw the words “health” or ‘wellness’ prominently displayed in the produce section of the supermarket? You are more likely to find those words in the Pharmacy section. Take a walk through your produce department. What health-related messages hit you between the eyes…the ones that make you immediately call up the latent health images you have of fruits and veggies? When was the last time the industry had a national campaign running to promote the health benefits of fruits and vegetables? When was the last time you saw an ad for healthy fruits and vegetables on TV? Milk, cereal, (look at the front of the Cheerios box), beverages, soy, even pharmacy, are grabbing the health messages being conveyed to Americans, while fruits and veggies talk about freshness and quality and admittedly other good things…but not health.

"The irony is, colorful fruits and vegetables are the true health heroes in the supermarket. Health rightfully belongs to produce."

It’s not that we aren’t communicating good things…we are. It’s that the most important one, the lead health story, is missing or way down the list. Product positioning built upon delivering a meaningful, compelling and differentiating consumer benefit is what marketers try to do for their brands. While Dan calls upon some broad research to support his points on taste and convenience, certainly important and necessary barriers and solutions to address, theses are not the primary positioning points that will win the good vs. not so good food fight….or the wellness challenge. Collectively, we can and must differentiate and market fruits and vegetables first and foremost on the health dimension….our core product positioning….something that comes naturally to our nutritionally advantaged product portfolio. Our beautiful color array alone is a competitive advantage for fruits and vegetables (check out the brown meat counter or the white milk aisle). All other attributes and benefits are support points, helping us meet the needs of the marketplace.

The irony is, colorful fruits and vegetables are the true health heroes in the supermarket. Health rightfully belongs to produce, yet we are letting these other categories win the “health and wellness” mantle. Our biggest marketplace voice, The Produce for Better Health, a wonderful organization with dedicated people, is way under funded to effectively compete and somewhat restricted in its health messaging strategies by governmental guidelines. We simply have no one consistently and effectively doing the health focused marketing job for the whole industry.

Admittedly, I am passionate about this subject. All of us at Swardlick Marketing Group consider ourselves true believers in the power of “health” to change consumer behavior in produce consumption.…even given price concerns….particularly in this health and wellness value-driven marketplace. We may even be the last-standing champions of this healthy idea — but we hope not. We hope that the collective industry will wake up and get on the health track.