Since I work in the food industry, in particular with brands of less well known foods…by choice, I might add, I am always on the look out for ways to incorporate the unusual into the American diet.
I’m fortunate that I tend to work for truly healthy foods – but I get to use the “health” message, far less often than the “tasty” one. Wow – look at this delicious, delectable way to use fresh subterranean spinach pear … can you imagine how you will love biting into this? Incidentally, go ahead…it’s healthy too.
Convincing trial is less arduous than one might think in this “Foodie’ culture of ours – people are willing to try. It’s helping them figure out how to actually use this new “stuff” they brought home, on a regular basis and put in their cabinet or frig that can be challenging.
So, I like to read articles, like this one in Fast Company: Dip Into Innovation: How Sabra’s CEO Is Going To Put Hummus In Every U.S. Fridge.
Cut to the chase here- the key to getting beyond trial and into the weekly menu is embracing “fusion”. American consumers are so much more willing to add a new food to a beloved dish than they are to incorporate a new dish into their diet. Find a twist on any standard dish that drives the top chef in any household batty with its repetitiveness in their family’s repertoire and you have an almost guaranteed winner.
But getting there is not so easy. It takes lots and lots of mouthwatering examples, otherwise known as recipes to hit on that combination of meal ideas that speak to the palate of target consumers. It takes hours of recipe development and importantly visual and textual presentation on digital properties. In this age of social media, broadcasting is optimal…over and over on a variety of social media platforms in various guises…as a pin, as a post as a tweet . It takes relationship building with the hundreds of thousands of chefs, dieticians, bloggers, foodies and household chefs to build an information web visible enough to change consumer behavior on an ongoing basis.