Marketing to the Masses

Marketing to the Masses

Marketing to the Masses. I’m Greg Martin with today’s Fruit Grower Report.

Everyone knows about apples, right? Allison Parker, Director, Consumer Health and Education with U.S. Apple says it is important to keep apples in front of consumers.

PARKER: We typically target media publications that reach out to women since their sort of the heads of family when it comes to food and we’re just spreading the news about apples, how versatile they are and useful in different ways.

She says they usually will target some of the bigger publications.

PARKER: We go and visit with them and do a whole presentation. In the past we’ve brought one of our members with us to speak sort of on the industry side of things as well as a chef to kind of give them a taste of different ways you can use apples in cooking that they might not normally think of. We try and encourage consumers to use them in ways that aren’t like apple pie.

She quickly adds that apple pie is really great but people are discovering other center of the plate uses. They will also talk about the on-going research into the health benefits of apples. Interest by the magazines is typically very good.

PARKER: We did a tour in New York City. We received a pretty good pick up from all of the places that we met with. Some of them directly, materials that we provided, ideas we provided them with were in the magazines. I think what’s important is we’re really looking to inspire them and get them thinking about apples and writing about apples.

More tomorrow. That’s today’s Fruit Grower Report. I’m Greg Martin on the Ag Information Network. 

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