Fresh Express, a leader in the salad industry, is employing a novel strategy to reimportantize salad sales following recent health scares.
At the Global Produce & Floral Show in Orlando, Florida, the company’s Vice President of Marketing, Fabian Pereira, emphasized the importance of rebuilding consumer confidence through more than just traditional price promotions.
The company is leveraging the power of influencers to reach younger shoppers and address their concerns about food safety.
In an effort to recover from a significant 36 percent decline in the salad category, which now stands at a 16 percent drop, Fresh Express is focusing on product innovation and transparency.
The company has produced unedited videos detailing the seven steps from field to store, aiming to reassure consumers about the safety of their products.
- Fresh Express aims to revitalize salad sales after recent health scares.
- Vice President Fabian Pereira highlights influencer engagement for rebuilding consumer confidence.
- Company targets younger shoppers, focusing on product innovation and food safety transparency.
- Fresh Express collaborates with eight influencers to reach 200 million consumers.
- Strategy seeks to engage GLP-1 users and encourage more salad consumption.
Pereira noted that consumers under 30 have particularly distanced themselves from salads, making it crucial to showcase enjoyable, easy-to-prepare meals that highlight the convenience of salad kits.
To further engage this demographic, Fresh Express is collaborating with eight influencers who collectively reach 200 million followers.
These influencers are positioned to communicate safety and quality messages more effectively than the company could on its own.
Pereira stressed that the issue is not about lowering prices but about addressing the reasons behind reduced purchases.
By providing relevant recipes and practical ideas, the company aims to inspire consumers to incorporate salads as main meals rather than just side dishes.
Looking ahead, Fresh Express plans to introduce two new salad kits and is preparing for another launch in March next year.
The company sees an opportunity to cater to the growing number of GLP-1 users who are becoming more mindful of their nutrition.
Pereira believes that innovation and engagement with influencers will help move the needle, encouraging consumers to return to salads and use them on more occasions.
This strategic approach underscores the importance of maintaining consistent communication and providing reassurance to consumers in the produce industry.
