As I was writing an article for our monthly Fresh Focus, I got the feeling that I was singing the same tune but to a different verse. Do our readers want me to espouse the virtutes of buying fresh cut lettuce and salad blends for the millionth time? We can package it anyway you see fit, but the message is the same and is perennially relevant; repent of your commodity ways because now is the time to convert to fresh cut– you will save time, money, labor, and freight!
That is when I thought about what we don’t talk about in the produce industry, the structure of creativity. Oftentimes what we do see in our industry is the latest website release or brand re-boot and at times a war of press releases. We are left solely at the receiving end of the marketer’s flash, bang, and smoke. So where is the conversation about the behind the scenes work that inevitably takes place?
This makes me wonder, do I dare share Fresh Avenue’s marketing secrets or the structuring that holds it all together? David Ogilvy, the father of 20th century marketing brilliance, shared all but one of his secrets, so maybe it is a safe enough bet for us to follow in his footsteps. So as I put together this Fresh Focus, let me spare you our fresh cut programing for one month and show you some of the rigging that supports our brand, media, and copy.