A new survey has found that nearly half of consumers say they will pay more for a produce brand that advocates for something they believe in. Conversely, more than half say they will quit buying a brand that doesn’t align with their beliefs and values.
According to the 2017 "Meyocks Produce Branding Survey," more than 60% of consumers think brands should advocate for their customers and their interests -- and they take it seriously. Nearly a quarter (24%) say they have already boycotted a produce brand when its actions didn’t align with their beliefs. Specifically, consumers think produce brands should advocate for environmental issues (71%), social issues (34%) and local organizations (33%).
“It isn’t always enough for produce brands to represent fresh, high-quality fruits and vegetables anymore,” said Doug Jeske, president of Meyocks, the branding firm that conducted the survey to help produce brands better understand customer behavior. “Today’s consumers are looking for brands with an inspiring purpose that show they care and make their lives easier in some way.”
In fact, nearly 75% of consumers say they expect brands to provide value-added information. Consumers say they are looking for brands to share how to get the most out of products (60%), different ways to use products (60%) and tools to make better product choices (49%).
The Meyocks survey also found that 65% of consumers agree that it’s important for brands to offer inspiration. Consumers specifically want brands to inspire them to be better (66%), more involved in environmental issues (48%), more involved in helping others (32%) and to play stronger roles in their families (31%).
“As a rapidly growing industry with nearly $69 billion in annual sales, produce brands have a big opportunity to stand out by finding unique ways to build better relationships with customers,” Jeske said. “One particular area produce brands may explore is mentor branding, which includes customer advocacy, inspiring customers and providing value-added information.”