Big Food Dilemma

Our whole food chain faces big challenges, and that’s a BFD. Consider how many avenues for messaging the average consumer encounters in a typical day. Print, broadcast, digital, social and word-of-mouth channels convey a constant barrage of anxiety-inducing factoids. For today’s busy consumer, it can feel overwhelming. They’re receiving information from all sides; family and friends, opinion leaders, NGOs, marketers and interest groups all contribute to a complex, conflicted, and ultimately confusing clutter of mutually contradictory messages leading to misinformed choices. We call this the Big Food Dilemma and it’s a BFD.

Let’s take a look at where food begins. It starts on farms and ranches where it is carefully grown and raised. It moves through the supply chain where food companies process or package it. Then food is marketed to attract buyers, and it’s put on grocery store shelves or served in restaurants. Through every stage, consumers receive a host of messages with contradictory statements. It’s no wonder the consumers’ decisions have become so difficult, so conflicted.

Here’s where the opportunity lies. While there are entities using emotional triggers like fear and dubious science to create doubt and shift purchase decisions, we can increase trust and help consumers feel good about the foods they love by encouraging transparency. We can connect with honest, positive, emotional messaging that focuses on the who, how, and why of what we do. We need to connect on shared values, clear the clutter and promote brand purpose – not only talking about what we make, but how we make it, and how we’re making the world better every day.

It’s complicated, but it doesn’t have to be. Today, anyone communicating in the farm-to-table space must consider issues like health and wellness, worker safety, animal welfare, and the social impact of the brand. Here’s where MorganMyers has operated for decades. We have the experience, passion, and expertise to help our farm-to-table clients navigate this new reality, creating brand relevancy and building trust.

Learn more about the Big Food Dilemma.

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