Specialty Food Magazine

SEP 2013

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

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"Our attention is fractured, and ways we get information is fractured. Brands need to be in more places than they used to be." Great Products Deserve the Best Labels. Watch new product videos at www.primeralabel.com/videos Primera has everything you need to print and apply gorgeous, full-color labels for your products. Our LX-Series Label Printers, an industry standard, are now complemented by the new AP-Series Label Applicators and DX-Series Label Dispensers. Better looking labels, applied straight and without wrinkles, helps you sell more of your products! Call us at 1-800-797-2772 for more information and a FREE sample label package. Visit us at www.primeralabel.com or email to sales@primera.com. Two Carlson Parkway North Plymouth, MN 55447-4446 USA 800-797-2772 (U.S.A and Canada only) Phone: 763-475-6676 Fax: 763-475-6677 www.primeralabel.com ©2011 Primera Technology, Inc. Primera is a registered trademark of Primera Technology, Inc. All data and company names used in sample outputs are fctitious. 28 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com using the Twitter hashtag #wherethefox for a chance to win. "It worked because it was a niche audience who responds to the brand," Buckingham explains. "Knowing your audience is the key to delivery." 4 Don't take brand loyalty for granted. Being a small, new specialty food company doesn't give you an advantage or a disadvantage, says Lee. "The elitist distinction of wanting something that's not mass-market is falling away and it's becoming a more even playing field," she asserts. It's a shift spurred in part by larger national brands buying up small specialty companies, and by mainstream grocers carrying more natural, organic and specialty brands. "Mass is not necessarily evil and small is not automatically good." This mindset intensifies with youth. "There's more of a refining of dialogue. The [pre–baby boomer] silent generation used to think in terms of loyalty to brands versus generics, and boomers once held fast to smaller-is-better as a way of changing the world," she continues. "Now they are less likely to take that party line and instead make their own decisions." To Gen Xers and millennials, it's more ingrained to look at the food itself. "A storebrand product can be as exciting as a name brand, especially to those that grew up with Whole Foods or Trader Joe's," Lee says. 5 Be real. The key to loyalty largely comes down to quality and authenticity. "Consumers need to feel that you are real and giving it to them straight," says Buckingham. "A brand can be whatever it wants: serious, funny, health food, junk food. But it must be that. Audiences don't want to be misled. Stay true to your brand and don't try to be all things to all people." "The No. 1 quality digital natives are looking for in companies is authenticity," McLaughlin says. "They expect and demand corporate integrity, driven largely (continued on p. 110)

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