Giving a gift is about as human as it gets. Tying together the traditions of hospitality and appreciation, giving someone a present speaks of care and love in a way that words often can’t.
I think there is a natural connection between fresh produce and this gift-giving language, one that our industry can better utilize to market the products we offer and capture the hearts of the buying community we serve.
The definition of experiential gifting lies in the name—rather than giving someone a present, you’re offering them an experience.
As Chandler James wrote in a previous article, “Immerse Your Senses,” the idea of experience has long been utilized at foodservice to drive diners into restaurants. How, then, can we utilize an experience to connect with consumers while they shop?
We have an obvious backdrop for the experiential gift: the produce department. It’s a world unto itself, and I don’t mean this as hyperbole. The produce department offers so many tactile experiences on its own; imagine coupling that with produce managers running pickling stations or an interdepartmental demonstration on how to make the perfect crust for berry pies.
For the marketers behind fresh operations, the idea of gifting experience can already be seen in ad campaigns and sweepstakes marketing. The product itself is central to the promotion, but the experience is what makes it successful.
Another opportunity for experiential gifting comes at little to no cost for companies: simply going live on social media platforms. Inviting consumers into your world with interactive sessions like mixing a new drink or preparing an easy recipe not only shows them the companies they buy from are approachable, but ready to engage with them at their level. 
