HANOI – For one of its public sector clients, Fresh Studio assisted in the development of an organic vegetable value chain.
The client had already developed several organic vegetable farming groups, which were certified using the IFOAM acknowledged PGS certification system.
For more information see www.ifoam.org
Fresh Studio worked with the client to develop a distribution and marketing system for their organic vegetables. The main challenge was to gain the trust of Hanoi consumers, as marketing research revealed that 81% of modern supermarket shoppers in Hanoi distrust any food safety claims.
To win this trust, a Triple A marketing campaign approach was developed and implemented (Attention-Attraction-Adoption). Marketing materials developed for this triple A approach enabled Hanoi consumers to understand what organic vegetables are, how the certification system works, who the farmers are, and where and how the vegetables are produced. Through in-store campaigns in Hanoi supermarkets, thousands of consumers were reached, with very good sales as a result.
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