Is Your Brand Cookin' or What?

According to a story in Supermarket News, Supervalu's executive Chairman of the Board recently told attendees of and International Supermarket Trade Seminar and Expo that his research shows that Gen X & Y shoppers would like to cook from scratch more, but don't know how. His idea is that supermarkets can cash in on the trend by becoming their go-to resource for cooking skills and culinary advice.

Perhaps a few will take his advice and start working on recipes books of their own. The smart ones however, will rely on their favorite brands to do it for them. In other words, it's a good time to be The Cooking Authority in your category. Here are three tips that will start you on your way:

Create a library of recipes that makes sense. Make sure your recipes are as strategic as any of your marketing materials. Recipes create concrete uses that consumers will come back to time and time again if they are satisfied with the results. In other words, a naturally raised antibiotic free poultry company like Kosher Valley would be wise to consider recipes that are slightly healthier than a conventional counterpart.

Generate a fool proof method of cooking your product. I've always thought that wheat berries and other grains would soar in popularity if people just knew how to cook with them. Consider creating collateral materials with step by step methods of cooking and storing your product that supermarkets can circulate. Of course, you are extremely familiar with your products attributes, but it's safest to assume consumers know nothing.

Brand everything you write. Make sure you get credit for doing your homework. Have a brand that consistently stands out visually on everything you circulate so consumers know where to go when they're hungry for more.

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Is Your Brand Cookin' or What? posted by Meryl on June 9, 2009 @ 8:51 AM
Tags:   cooking trends, supermarkets
Filed under:   Strategy

Good Food Styling Comes Naturally

Working on a food shoot for California Ripe Olives this week, a childhood memory crept into my head. Countless times, I'd sit with my mom while she "put her face on" before going out reveling in the possiblities with all of those bright blue eyeshadows and rosey blushes scattered around the sink. I'd beg for her to vamp it up a little...her response, "The best make-up styling makes you look naturally beautiful." The same goes for food.

Like my mom, great food doesn't need any work to look good in person, but under the scrutinizing lights of a photographer's camera (or a Saturday night on the town with dad) a little styling is usually required. Starting with naturally tasty ingredients and recipes--less is more.

While there was a time when food mags and ads preferred to show a whole dinning setting with lots of flatware, plates, linens, flowers---you name it. The idea was that if food wasn't shown with the proper utensils or in the right settings consumers would be confused. I'm not sure about you, but if I see an appealing soup in a bowl, I'm pretty sure I'll find a way to slurp it up.

Propping simply with Emile Henry cookware and dishes, this week's shoot was a breeze. Their clean lines and contemporary colors naturally complimented all of our recipes. In other words, they looked as naturally delicious on-camera as they are in person. (The food did it's part to make the dishes look extra appealing as well.)

In other words, next time you're looking to get your food camera-ready, remember what mom always said. Oh, and can you take out the trash while you're at it?

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Good Food Styling Comes Naturally posted by Meryl on May 28, 2009 @ 10:31 AM
Tags:   advertising, food styling
Filed under:   Advertising

Expo West Shows Herbs, Grains and Goo in our Future

Expo West Natural Products show is a whirlwind of all things organic, natural and somehow good for you. Gone are the days that it's as simple as "an apple a day". These thousands of products are dizzying in the grocery stores, much less in a hall the size of mulitple football fields. Never the less, there are always a few trends that rise to the top.

--Herbs: They're in water, chocolate, teas and other random products. The interesting thing is that they seem to be in style not only for their flavors, but for medicinal properties as well. While New Tree chocolate offers "relaxing" lavendar bars, while Ayala's Herbal water comes in Lemon Verbena Geranium flavor just because it tastes really good.

--Grains: Finally our country is catching up with the rest of the world, figuring out that the grains family extends beyone Uncle Ben's. Crackers and granola categories are exploding with the additional power packed crunch of quinoa, flax and other whole grains. From grain "loaf" by Fieldroast (which not only slices like meat, but tastes like it as well) to Quinoa Maple Pecan Meteorbites by Galaxy Granola to simple, delicious whole grain pilafs from Village Harvest Rice grains are finally getting the attention they deserve.

--Goo: It started as an athletic supplement. About a decade ago, Cliff Bar introduced a sqeezable food packet that could be taken on the run (literally) to keep energy up without weighing you down. Now, Plum Organics, among others in the category, introduced a crushed fruit product in this tubelike pacakging that can be squirted into hungry little mouths that never sit down for a full meal. Other companies are hocking the same type of products for older consumers who can't sit still.

Prediction for 2010: Lavendar Oatmeal Squeezers for a relaxing breakfast on the fly!

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Expo West Shows Herbs, Grains and Goo in our Future posted by Meryl on March 11, 2009 @ 8:35 AM
Tags:   food trends, foodshow
Filed under:   Trends

Recipe Develo-wha?

O.k., so I've never really had one of those jobs that people could define on their own. Doctor, lawyer, you know the type. Of all things though, saying you're a recipe developer really leaves people scratching their heads. It certainly wasn't on my high school guidance councilor's radar.

The truth is, if you're not in the food business, you're likely to search for a good recipe in cookbooks, magazines and websites. In the biz, you call a recipe developer. Why? To make sure that your product is highlighted in those recipes that end up in cookbooks, magazines, websites, hangtags--anywhere a consumer might look to figure out what they're serving for dinner. Of course, with all of these recipes inundating the media today ( and consumer generated ones on top of those) it's difficult to tell a good recipe from a faulty one. Or is it?

Here are the top five things to look for in a well-developed recipe.
1. Does the recipe highlight your product in a way that other ingredients may not work as well? pe.
A great example of this is the basic Rice Krispie Treat recipe. Sure, you could use other cereals to make these classic bars, (and they have), but nothing is quite like that airy crunch of the original Krispie mix.
2. Is this recipe steeped in the familiar?
We are not a society of cooks or people who take lots of time to cook. If a recipe looks too strange, most will move on.
3. Does this recipe have a unique twist?
Whether it is simply the addition of your product or a spin that few people have tried before, giving your recipe an unusual flair keeps it from falling flat.
4. Is the recipe as short as it can be?
No one has time for extra work. The best recipes for the average consumer have minimal prep work and simple, fresh ingredients that do not require numerous herbs, spices and sauces for added flavor.
5. Does the recipe require the consumer to spend more than 30 minutes in the kitchen to prepare?
Sure, there are enthusiasts that spend days in the kitchen perfecting dinner, but most of us(even people like me who love to eat) have a 30 minute limit. This does not include passive cooking time like roasting or simmering. The best bet is to set active prep times to 30 minutes, so people will be sure to use your recipes over and over again.

I'm curious where other people to go to find reliable recipes. Feel free to fill me in.

Comments (1)    

Recipe Develo-wha? posted by Meryl on February 19, 2009 @ 11:05 AM
Tags:   recipe development
Filed under:   Foodie