PMA: In terms of food, a more active fruit industry in social networks is required

Consumers - and with them, social networks - are rapidly changing their diet, seeking to modify their diets, to look and feel younger and healthier, sustainability also playing a relevant role.

05/03/2019

Cathy Burns, CEO of the Produce Marketing Association (PMA), the global association for the fresh fruits and vegetables and flowers sector, State of the Industry at Fresh Connections Chile, the January 16, pointed out that while many of these trends are favorable for fresh fruit and vegetables, it is important to realize that the entire chain and industry associated with it must have a strong and resonant voice in conversations that are establishing trends and culture in social networks.

The growth of social networks, where food is an integral part of 'cultural capital', offers the food industry a powerful platform to connect with consumers, he says.

For example, "until the 1 of October of last year, more than 297 million posts on Instagram had been marked with the hashtag #food, being a key platform, also, in regards to ordering food directly from a smartphone, "he adds.

"You have to consider that the audience retains the 95% of a message when they watch it through a video compared to 10% when they read a message. As marketers, think about what that means for your video content and social channels, "said Burns.

On Facebook, the most popular social networking platform in Chile, videos about food are the most consumed. However, there is a paradox: despite the thematic preference, an FAO report shows that Chile is among those with the highest levels of childhood overweight and adult obesity in the region, given the low physical activity and a lot of disordered eating.

Then a great opportunity presents itself in this channel. There is a large public, but that is not getting to modify their habit of consumption. "Maybe there are more opportunities here in Chile to meet and connect with consumers through Facebook - video - and thus attract them more towards fresh fruit and vegetables," he adds.

Andrés Rodríguez, representative of PMA in Chile, reinforces this by pointing out that in this digital age, where the eCommercegrows at rates from 15 to 20%, it is necessary to establish a correlate in social networks. "The consumer wants hyperpersonalization, and in that sense, the world online and Social Networks is not only relevant for the sale, but also for an image issue. It is necessary to mark our product, our fruit, where it is vitrinea ".

We have space and opportunities to increase the consumption of fruits and vegetables, thus contributing to the health of our businesses. "If we are going to create a healthier world, in social networks we have spaces of underutilized cultural influence that bring us up to the level of new consumers and improve the business," Rodríguez adds.

Source

Simfruit and FreshPlaza