While it is undisputed that the specialty crop industry in the United States sells great produce and floral products, there needs to be a better effort in getting the consumer to consume the products we grow.

That was the overarching theme presented by Lauren Scott, the chief marketing officer of the Produce Marketing Association, when she was the keynote speaker at the Fresh Produce & Floral Council's Oct. 2 membership luncheon meeting in Cerritos, CA.Lauren Scott, chief marketing officer of the Produce Marketing Association

Scott discussed recent PMA research exploring the mindset of consumers and trends that the industry can use to its advantage to increase the sales of its products. She noted that we live in a changing world, and that aspect of 21st century life is not going away. She indicated that marketers have to continually re-invent themselves to remain relevant.

Speaking specifically of the retail space, she said consumers have to be given a reason to come to a store. They have lots of choices -- including online shopping -- and brick and mortar retailers have to make that shopping situation special, creating an experience the consumer wants to have. She revealed there are some very favorable consumer trends from the produce industry’s perspective. For example, consumers are looking for transparency, and believe in what she called “ethical living.” Both of these trends work well for increased consumption of fresh fruits and vegetables. As does the continuation of the “experience economy” in which consumers what to share what they do with others. Taking photos of what they eat has become a cornerstone of the experience trend.

She said “mindful eating” is another trend that plays into the attributes of the fresh produce industry. Scott described this as “sans” eating. In other words, doing without certain things such as gluten, salt, fat and other elements that are not typically associated with fresh produce consumption. The key for the produce industry, she said, is not to get caught up in a particular “sans” diet but to make sure whatever food philosophy is followed “we need produce to be half the plate.”

She said the food movement is built around the concept that consumers want to live a full and vibrant life and believe food is a big part of it. “Eating fresh fruits and vegetables is at the center of living a full and vibrant life,” she argued.

She relayed research PMA has conducted to define the drivers of eating in the United States. She revealed that drivers are different in all parts of the world. She called it “food taxonomy,” which explores why people eat what they do and the attributes they associate with food such as healthy, dependable, revitalizing and experiential. She said the more positive attributes one can associate with a particular food item, the more success that item will have. Scott used avocados as an example of an item that checks many of those boxes and as such it has become very trendy.

She also noted that in different places in the world there are varying food drivers. For example, in Australia brunch is a huge eating occasion. Consequently, foods that can be consumed at that eating occasion have a better chance for success. “In the United States, it’s all about taste,” Scott said.

The PMA executive also touched on research noting that while virtually everyone appreciates flowers, very few people in the United States buy flowers on a regular basis. The average floral consumer only purchases the product four times a year.

Research shows that consumers have some negative associations with flowers such as they are too feminine, too expensive, old fashioned and are going to die. But she noted that younger consumers have discretionary dollars and the floral industry needs to tap into their emotions to increase floral sales. She said flowers make people feel good and they can be part of the effort to help consumers live a full and vibrant life.

She left the audience with a visual that utilized CONSUMER as an acronym and asked the fruit and vegetable industry attendees to:

C: Center your business around the consumer

O: Open your mind to the future…as crazy as it seems

N: Never shy away from trying new things

S: Safe, quality products will never go out of style

U: Understand consumers fulfill needs differently over time

M: Monitor trends through research

E: Educate yourself about the consumer….continuously

R: Remember – people matter

The next FPFC luncheon will be its holiday charity event on Dec. 4 in Cerritos, CA.