Every Monday, my iPhone sends a notification to remind me of my obscene amount of screen time for the week.
Perusing the breakdown, I find most of it is spent on social media apps like Instagram, TikTok, Pinterest, etc., where I endlessly scroll and absorb content. The same can be said for nearly every consumer with a smartphone, giving suppliers and retailers a prime marketing tool to tap into.
Recently, The Snack’s sister publication AndNowUKnow created a social media section in our newsletter, which I oversee. Through this role, I have discovered a world of fresh produce posts that range from funny and creative to beautiful and informative. This has left me wondering what potential lies in the online realm for promoting fresh products.
As shoppers thirst for knowledge about how their food is produced and grown, social media is an optimal space to showcase the people and processes that bring fresh fruits and vegetables from farm to table. Take it from growers like Chelan Fresh with its Farm Friday segment, Mastronardi Produce® and its Behind the Vines videos, and Ocean Mist® Farms with its processing insights. These are but a few names who have taken audiences behind the scenes of their operations to educate and in turn build brand trust.
For marketers, although the dividends of social media are more difficult to track, it is a cost-effective way to share brand messaging once your product is in the store. These platforms are free to use, and the audience reach has nearly unlimited potential if utilized correctly. Not to mention, there is a more diverse shopper base that can be accessed, as social media is not geared toward one demographic.
While traditional marketing campaigns are developed over more extended periods, social media can be quickly utilized to supplement space in between, ensuring consumers are more frequently exposed to brands and grocery partners have additional tools to promote products online and even in-store.
There is also a great deal of creative freedom and flexibility in the online sphere. By jumping on board TikTok and Instagram Reels trends, suppliers and retailers can garner more eyes on their posts that may not have seen the content outside social media. Especially the future generation of consumers still forming their opinions on products.
Retailers can also utilize their partners’ social media to support in-store merchandising and campaigns. By sharing videos and images on their accounts, grocers break up their usual content. They can align themselves with concepts that shoppers value, like locally grown produce, sustainability, responsible growing practices, and more.
Just like the possibility that exists in creating posts, the marketing potential is infinite in this space. So, grab your cameras, get your creative juices flowing, and dive deep into the wonderful world of social media. The water is lovely! 
