Eco-Eating Meets Foodie Culture

eco-eating-300x225A series of new reports confirms an important trend for Organic and Natural products companies- yup – we’re going mainstream! The explosion of “Foodies” is driving an increased interest in natural and organic foods. As those interested in stretching their culinary horizons find both delicacies and the richer taste of sustainable food, the market has exploded. Complementing this happy confluence of serious eaters and serious greens, a recent New Hope Media report notes that it’s also: Cool To Care.

But, for sustainable brands, understanding what really is driving consumers to eco-eating can be challenging…not all foodies are driven by sustainability – often it’s more by adventure or taste or a host of other factors that may or may not be vaguely green. It takes some work to identify both that right consumer and that right positioning to benefit from the eco-eating trend.

The key to capitalizing on the eco-eating trend is to understand what drives Foodies – the thought leaders in the adventurous eating category. Are you with me here? Positioning your product to be shown to thousands on a Food Blogger site or millions on Food Network or takes more than just talking about sustainability in your marketing campaigns and in the content you create

Like any emerging trend, there are a variety of ways to capitalize on it, but here are a few to get you started:

Foodies Love Unusual – Defined by their love of food everything about it, Foodies, perhaps more than any other group are interested in foods not typically found on the American palate.

Recipes Rock – By definition, Foodies love to cook – both time consuming gourmet cooking and easy to whip up snacks. Remember when developing recipes, Foodies already have a pantry full of gourmet ingredients, introducing one new sustainable product at a time can build a preference for your brand quickly and easily.

Origin Mattersgood, fresh, artisan, handmade, carefully cultivated. These are all words sure to resonate with Foodies. Accustomed to going beyond mass produced, Foodies easy understand the value of thought put into cultivation and production whether it be to increase the taste or the sustainability.

Now, more than ever, sustainable products have the opportunity to make inroads into every consumer’s kitchen, not necessarily because they are ready to hear your core message…but because their ears are open.

Going To ExpoEast? I’ll be speaking about Social Media Marketing For Socially Conscious Brands on Friday at 12:30. Join me!

About the Author

Hear Maryanne speak on Social Media for Socially Conscious Brands at Expo East on September 27th! Maryanne Conlin is CPG brand marketer and digital marketing expert, CEO of RedRopes Digital and Partner Digital Strategy, 4GreenPs. A Shorty Award winner for best Green Content on Twitter, she was a member of the IAA team that won the Green Award in 2010 and most recently was a finalist for the PRSA - Los Angeles PRISM awards for social media. She and her team focus on providing strategic marketing direction, custom content for web, mobile and social platforms, social media community management and online promotions and digital advertising solutions for companies in the green, food and Hispanic space. Follow her on Twitter @maryanneconlin