Marketing your Organic Food the right way!
Is Organic a trend or is it here to stay? Few years back, organic eating was not a household term. But it’s catching up fast today. It can easily be called the healthier choice of living. Despite it being pricey, people no longer hesitate to purchase the food items in their elementary form.
I think imagination comes before knowledge. Humans are advancing in all fields of technology but have lost the sync with nature. Sustainable production and consumption is not talked about anymore. We discuss at length about the growing food problems like adulteration, contamination of food due to harsh pesticides and ripening enzymes, but how do we bring this knowledge to practice? The only problem is lack of initiative. This initiative was taken by Ashmeet (Founder, I Say Organic) after traveling widely across the country and recognising the enormous potential of profitable, organic agriculture.
Take note Organic Food Entrepreneurs!
1. Online Marketing is a cheaper way to begin. Keep your focus narrow in the beginning. E.g. Fruits, Vegetables and Whole grains.
2. Focus on one city at a time.
3. Tackle complaints wisely. It is good if someone points what’s wrong. Chances are that many other feel the same. E.g. Customers may want off-season and exotic fruits that you didn’t consider important enough to order.
4. Not everyone trusts Certification authorities so take the effort to make prospects believe in your genuineness.
5. Never compromise on quality. A different league of quality food products is what differentiates you.
6. Spread awareness. For example: If an organic papaya is not sweet customers do not want to purchase it. With organic the expectation is that the taste should be really sweet but in reality that mostly is never the case.
7. Source food according to where it’s best produced. E.g. Papaya and Pomegranate quality isn’t too good in North India, so source from Maharashtra where you get the supreme product.
8. The profit margin is too narrow if you put your merchandise at other big store chains so avoid selling there.
9. Expand product mix. When people buy a couple things from one place, they expect to purchase many similar things at the same place.
10. For a few categories of food products, people will never compromise with the price. E.g. They may compromise with vegetables but for fruits they think twice as much about quality.
11. Build trust and a strong bond with the farmers. Initially they will find it difficult to change their ways according to your business needs so help them cope with such change.
12. Keep a check on food products via Lab Testing from time to time.
13. Don’t spend too much on paid Ads. The good thing about niche markets is that word of mouth really kicks in and you don’t have to pay too much for new customer acquisition.
14. Initially customers may find it difficult to believe your product is genuine. E.g. Organic apples are not shiny. They have spots in them. So let the customers have their benefit of doubt. Ask them to cut and eat the apples and if they don’t like it, they can send it back. This will increase their trust in you.
15. Clear misconceptions of customers and educate them. E.g. We believe Washington Apples are coming from Washington but they come from China.
16. Help the farmers grow with you. Farmers are the backbone of the large economy like India. Take the responsibility to teach them things that they do not have access to.
Now that you’ve understood the do’s and don’ts, let look at the marketing aspect of such a business.
For Organic produce the entry barriers are low, so there is a high chance that the business will discontinue or fail within the next five years. What can the natural food businesses do to overcome the odds that allow them to sustain over time and carve out a niche in the market? Organic Marketing is the key.
1. Your Brand Values should not be a crowd-pleaser. Don’t tell people that you are reliable, transparent, caring, unless you can live up to it. Your values should be running in the veins and believed through delivery.
2. Tell your story. Why did you start something? How far have you reached towards your goal? Be truthful about what you say. The audience that resonates with you will be the part of your loyal customer base.
3. Do not copy your competitors. The mission of two organizations can never be the same. So other’s way of doing business will not be beneficial for the longer run.
4. Natural marketing works because it is work. Keep your Twitter and Facebook account updated, reinvent your UI/UX, build email lists and improve your SEOs.
5. Complete your social media profile in full. It is the go-to page of a customer and must have all the information about your business. It is the cheapest way to reach the prospects.
6. While marketing your natural food products be very clear in communicating how it is different from the local competitors. Let the customers understand that you have greater purpose. Add value to your product by going the extra mile.
For example: You can upload healthy recipes on your website using your products. You can also pack meals of the day and deliver those customers who have the luxury to purchase a little pricey meal but do not have the time to prepare healthier food.
Organic Marketing can’t be your quick fix. It’s a long process that leads to more authentic customer base. Entrepreneurs who invest time in helping others understand the value of nutrition and healthier eating options are doing more than selling. They are building a healthier society.
Modern farming techniques gained such popularity that we abandoned the primary Organic farming in India. Today customers and farmers both agree that Organic food is better for health and the environment. As organic takes priority, it will re-position itself in the minds of people. Innovation of farming techniques and education should be our agenda to bring this change.
To be a part of such meetups, subscribe here: www.hellomeets.com
