Leading US-based grower-packer-shipper Stemilt has revealed a series of marketing initiatives to increase its social media presence, under the message 'Find us. Friend us. Farm with us'.
The move includes the introduction of the new consumer-friendly website at www.stemilt.com, with dedicated sections for fresh fruit recipes, health and nutrition information, and a farming section including pictures from the field and YouTube videos showcasing the field-to-fork process.
The new dynamic recipe section contains zoomable photographs, a shopping list, easy-to-follow procedure, and nutrition/serving size information.
'We also included sharing buttons in the recipes section and throughout the site so that consumers can have the ability to instantly share what they see with their friends, family members and co-workers either by email or through their favourite social sites,' said group marketing director Roger Pepperl.
The website also features a microsite that is useful for produce retailers and industry members, known as the 'trade' site, with a variety of information about Stemilt's products and programmes.
'The trade site enables us to share information that retailers and those in the produce industry want to know about,' said Mr Pepperl. 'It's a great place to get a quick answer about a particular product or package, and could also be used as a tool to educate employees about apples, pears, cherries, stone fruits, and organics.'
Complementing the website is a new fresh fruit blog, to provide consumers with grower stories, updates and the latest information on Stemilt's tree fruit, while the group is stepping up its efforts by increasing its presence on social networking sites such as Facebook and Twitter.
'The blog enables us to share more detailed information with consumers about our fruits,' explained Mr Pepperl. 'It appeals to foodies and other curious consumers that want to know more about where their food comes from, how it is grown, and the different ways they can enjoy it at home. Above all else, it provides consumers with yet another platform to gain information about fruit, and interact with one another.'
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