By Sustainable Solano
From Gen Z buyers to cost-conscious consumers, the messaging and marketing of local food has to subtly shift to address the inherent needs and desires of each buyer.
Sustainable Solano partnered with UC Davis around the research of what drives buyer behavior, and Protective Marketing LLC for messaging strategies to reach specific audiences. The results were shared at a forum hosted by the Solano Local Food System Alliance in September.
The Solano Local Food System Alliance is dedicated to supporting an environmentally sustainable, economically viable, socially just and equitable local food system in Solano County. The Alliance brings together a variety of stakeholders, organizations and agencies that work within the local food system, from producers to retailers to food access providers. An important part of the Alliance’s work is education. It holds regular educational forums to learn more about topics that intersect with the local food system.
During the most recent forum, Dr. Kristin Kiesel, an Alliance member and the UC Davis lead researcher on this project, presented the findings and marketing plan. Darren Holmes of Protective Marketing LLC reviewed a comprehensive communications strategy that builds on the research. SuSol’s Elena Karoulina reviewed two practical applications of the marketing messages, including a taste test at a local college and a cost comparison.
You can watch the presentation in the video below. All of the resources and materials from the project can be found here.
