Plants have many benefits, but we rarely talk about them or communicate them in our marketing efforts. Why? Most marketers don’t realize that people buy benefits (what the product does for them) not features (what the product is or how it can be described). Charlie and Bridget discuss Charlie’s article in the Journal of Environmental Horticulture outlining the environmental, economic, and ecosystem services benefits of plants.
Branding has been prevalent in many industries, but is only a few decades old in horticulture. Recent research showed that younger horticultural consumers had greater brand awareness and were more likely to buy branded products. In this podcast, Bridget will share some insight about branding herbs and vegetables for consumers of all ages.