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Hidden Consumers

We can’t expect better results while staying the same.

What does that mean? It means if our processes don’t change how can we move forward with our business goals? Every business started somewhere. In order to achieve success, changes had to be made in your business. Maybe your switched up the software you use. Maybe you redefined your target market. But with every level of success came change.

How we talk about food and ingredients and packaging and materials has changed in the wrong direction. The industry, overall, is hiding more of what is going into the American Food Supply. For the average person, not a big deal.

But for an estimated 85 million people, (read about Hidden Consumers here) this makes shopping safely for food and products difficult. Not everyone in this category has the ability or know-how to research every detail to keep them safe. So what do they do? They don’t buy a product if they don’t know it will be safe for them.

What can be done to make it easier on the hidden consumer? The food industry needs to understand that people like me, have a better understanding of what is in the food than company who make the product.

That sounds ridiculous, doesn’t it? Unfortunately, it is true. Take for an example vitamins. There is a vitamin on the market claiming to be 100% corn free. They are not. In fact, every single ingredient in the vitamin is derived from corn or moldy corn. The average consumer may not care, but to 85 million it may be a problem. This is why companies are losing out on $19 billion every year.

So What Can be done to start changing the conversation?

There are 3 simple steps any company can take to start changing the conversation.

  1. Train your customer service teams to understand there are more allergies in the world then what the FDA recognizes.
  2. The way our food supplied is produced and processed is leading to higher rates of health problems. Understanding how your ingredients are made is crucial to this group of hidden consumers.
  3. Be clear in your marketing and don’t fall into the trap of using “trendy terms”. The hidden consumer market sees you use terms like “organic”, “plant-based”, and “gluten-free”, as examples, improperly and don’t trust you.

This means it is time rethink how we talk about and market goods.

You can connect with Amy learn more about how her company can help you on LinkedIn.

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