Marketing means different things to different people in the fresh produce industry.

The pressures are such that suppliers for too long left the promotion of their product to their customers. While the UK supermarkets have done a fine job of increasing the profile of fresh produce, diminishing returns make it hard to argue for their success in promoting its monetary value.

Category management has seen the promotional reins pushed back into the hands of the supplier, whose remit once again involves expansion of the category through innovative merchandising techniques at point-of-sale. Now is the time therefore to display sound marketing methods and actively support concepts you believe in.

There is no doubt that effective promotion works, but tight purse strings have reduced budgets and brought cost-efficiency higher up the promotional agenda. Those capable of making a big impact at low cost will prosper, while many well-meant campaigns will unfortunately disappear without trace under the avalanche of flimsy but financially well-backed claims for competing food and drink products.

Consumers remain passionate about our products. It is too easy for an industry to lose sight of that and forget what it represents to the people who matter. Promotional efforts should reflect the fact that we, the industry, are passionate about our products too. l

I’m off for three issues - see you in May.