In our latest research report, The Snack Hack: What You Need to Know About Modern Consumer Snacking Culture, we found that modern consumers are looking at their food purchases through a new lens of Self, Society and Planet.
Consumers want to know how the food they are buying enhances the quality of life for themselves and their families, what companies are doing to contribute to the broader communities they serve, and ways that food producers are adding good to the world in which we live. Additionally, these consumers require proof of any claim made by a brand. The expectation is that everything a brand does must ladder back to the greater purpose it supports.
The Center for Food Integrity reports that manufacturers carry the biggest responsibility for delivering in these areas, followed closely by farmers. With 700 independent family farmers who embrace the tenets of Self, Society and Planet each and every day, Cargill’s Honeysuckle White brand wanted to find a way to disassociate with the traditional unflattering image of poultry farming and prove its passion and commitment to these values.
Our partners at Barkley saw this as a major opportunity and differentiator from other competitors in the market. In order to share the stories of these devoted farmers that are part of the Cargill community, Barkley brought in artists from all over the world to the middle of America to experience Honeysuckle White’s farming culture firsthand. After living with the farmers and their families, witnessing their daily processes and way of life, the artists created works of art to share the story of each farmer. What made this project so special was that the paintings were displayed on the very barns that housed the turkeys raised by the Cargill farmers.
The stories shared were those of history, of heritage, and most importantly, of heart. This proved that when you do things the right way, it’s a beautiful thing.
What does this mean for your brand?
When it comes to food, it is about more than just the product itself. Millennials and modern consumers alike are conscious eaters and expect more from their favorite brands. When a brand aligns with values that promote Self, Society and Planet, these consumers are willing to pay a premium to support their reflected values.
To succeed in connecting with modern consumers, the questions you must ask yourself are:
1. Have you clearly defined your point of view on Self, Society and Planet?
2. How are you communicating and proving your brand’s claims?
3. What is the bigger purpose of your brand that aligns with consumer’s beliefs and values?
Disclosure: Cargill has an ongoing relationship with FutureCast parent company, Barkley.