By Caroline Roper
There’s a trend in the United States of “going local,” encouraging consumers to purchase from and support locally owned businesses. This movement has made its way into business models across the country.
This trend has a largest impact on the agricultural industry, causing booming growth in the number of farmers markets, u-pick farms and community-supported agriculture operations.
Fortunately, effective branding is not reserved for large-scale producers. The PIE Center has been researching consumers’ preferences and perceptions of the local food industry in Florida. The surveys and focus groups give us the opportunity to speak to consumers and ask what they look for when purchasing local food in all settings, including at grocery stores and farmers markets.
One of the most important points that came out of our research is the relationship consumers want to have with producers. No matter the size of your business or organization, putting your customers first, answering their questions and connecting with them in person or online are all essential to building your business and your brand.
Fancy packaging isn’t necessary.
- Consumers don’t look for detailed packaging when choosing locally produced food — they’re more concerned with the quality of the product. A simple, clean, clear and consistent design is best.
Don’t define local
- Consumers have different definitions of local, and their definition can change based upon a number of factors including availability and seasonality. Rather than putting “locally produced” on your goods, list the county or city in which the item was produced.
No budget? No problem.
- Small investments online or in person can translate into big results. Social media and community involvement can be critical in building a brand.
Consumers aren’t willing to accept everything as local.
- The local message doesn’t resonate with consumers when it comes to meat, boxed goods and other products with long shelf lives.
The difference is in the details.
- The most important thing is to be consistent. Using the same colors, fonts and style will really make a difference when establishing your brand. Consistency allows consumers to easily identify your product.
