January / 2012

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Great Flavor Increases ConsumptionJelger Head Shot

By Jelger de Vriend

Member of FreshXperts LLC, Innovative Fresh

 

In 1930, Americans spent 3% of their disposable income on food in restaurants. By 2010 that percentage had increased to 4%. Not much, you might say. However, during that same period the share of income spent on "food at home" gradually declined from 21% to 6%.

 

As share of income, we deliver today the cheapest food in history. To put it more negatively; the "food at home" industry has consistently been loosing market share in the consumer market for more than 80 years.

 

Why have we been unable to seduce consumers in spending a considerable part of their income on food at home?

 

For too many years we've primarily focused on delivering competitively priced products. We've been very good at reducing costs and increasing productivity. Food had to be cheap, widely available, safe and it had to look good. And we delivered.

 

Food Prep

However, when consumers give their final verdict about fruits and vegetables they rarely talk about price and appearance. Sure, price and appearance are important to drive initial sales. But how about that final verdict from the consumer? After consumption?

 

Have you ever met a consumer that said; "I ate an apple and it tasted terrible. But, I am satisfied because the price was low". No, I am pretty sure you haven't.

 

We continuously find that more than half of that final consumer satisfaction in fresh produce comes from flavor. Price and appearance play only a small role in that final verdict.

 

That final verdict about fresh produce is mostly driven by flavor. We repeatedly find that if flavor is right, price is largely irrelevant. And when flavor is great, superior consumer satisfaction will lead to repeat purchase.

 

It is this repeat purchase that increases fresh produce consumption.

 

 

Grocery basket

We want consumers to have a great flavor experience and come back for more. That is how we increase consumption.

 

Sales of many seasonal and impulse products is purely driven by this flavor experience and by intensified repeat purchasing.

 

If we want to increase fresh produce consumption and drive produce sales we have to deliver a superior flavor experience.

FreshXperts:  WHAT WE DO 

Watch this section for a general idea of the industry skills of each FreshXpert.

 Tim Vaux Photo

Tim Vaux 

 

My FreshXperts expertise covers general management skills to enhance opportunities for success and a better bottom line.

 

Here is what I do at the Vaux Group (a proud member of FreshXperts):

  • Enterprise Planning. We'll help shape your vision into a step by step plan with key decision points at each stage.
  • Strategic Planning. This is a key component for enhancing goals and is a part of an enterprise plan.
  • New Product Planning and Launch. We will help you to decide what competitive advantages your new product may have as a means of establishing sustainable success. Further, we will help design a successful launch plan.
  • Succession Planning.   Another component of enterprise planning is to understand and agree to a succession plan. This is especially important in family businesses.
  • Rescue Management. If your business needs an independent third party analysis to get it back on track to financial success, the Vaux Group can help.

 

That is "what I do" as a FreshXpert.

 

Tim Vaux

 

 

 

 

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Retail, foodservice, wholesale...no matter what sector of fresh produce you're in, we have the experience and expertise to help:

 
1. Identify and eliminate areas of waste

2.  Put strong business practices into effect

3.  Develop long-range marketing plans

 
4.  Optimize existing operations

5.  Implement short and long term goals
 

For a fresh take on every aspect of your produce business, click on the link below to meet the FreshXperts and then contact FreshXperts today!

  The Experts:
 
Anthony Totta - Business Development and Marketing Expert, Lee's Summit, MO

Jelger de Vriend -
Retail Expert,
The Netherlands

John Shelford - Organizational Governance and Berry Expert,
Naples, FL  

Mike Nicometo -
Cool Chain Expert,
Iron Mountain, MI

Ron Pelger -
Retail Merchandising Expert, Reno, NV
 

Tim Vaux -
New Venture and Product Launch Expert,
Fresno, CA

Mike Chirveno -
Social Media Expert,
Kansas City, MO
 
Heidi Chapnick - 
E-Commerce Expert
Bedford, MA
 
FreshXperts
 
Phone:
816. 463.4518
Email:
[email protected]
 

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