Download - Product know how informing the consumer - Edouard Balay

PRODUCT KNOW HOW - INFORMING THE CONSUMERDATE : FEBRUARY 5, 2016 LOCATION : HALLENFORUM - KLEINER STERN

Edouard BALAŸ - Consultant - [email protected]

SummaryWhat can we tell about « product know-how » ?

Informing consumers, a matter of audience ?

How the digital economy is taking part of spreading information ?

Are retailers fully involved ?

What are fresh produces growers’ responsibilities?

More than just informing, let’s talk about co-experience.

mailto:[email protected]?subject=

The « product know how » is part of History

The French Gastronomy

has been part of the

Intangible Heritage of

Humanity since 2010


What can we tell about « product know-how » ?

French catering sector has a strong reputation thanks to its history and rich added values,

Fresh produces knowledges are part of their contents,

Growers should rely on the French catering image to defend and promote fresh produces.


TV show producers are fully involved to

spread « product know how »

2010 201220081983


Informing consumers, a matter of audience ?

The audience of Master Chef and Top Chef represent millions of people all over the world.

Those TV shows teach us that casting, contest and story telling are captivating a massive audience.

Those programs are strong platform to promote fresh produces.


Overlook at some websites - subjective perceptions

Product Know How

High Value Contents

Low Value Contents

Produce Knowledges


How the digital economy is taking part of spreading information ?

Fresh produces growers are developing websites with strong recipes data base,

Websites dedicated to recipes have emerged,

Internet is now full of blog dealing with cooking and fresh produces information,

Food Newspapers and TV shows got their own websites,

Another way to touch an audience for fresh produces based on contents


The click and collect activities show poor value contents

1 Chou Fleur Cat.1 Calibre 1.3Kg min,

Chou fleurCHOU FLEUR BIO FILME PIECE

CHOU FLEUR BIO FILME PIECE

chou vert frisé pièce

Chou fleur x1 -‐ France Cal.6 La pièce

Choux Bruxelles

Choux VERT LISSE

1 Chou Fleur cat.1 calibre 900g min,

CHOU FLEUR Chou fleur biologique

Chou fleur biologique

CHOU VERT FRISE

Chou fleur x1 -‐ France Cal.6 La pièce

Choux CHINOIS

Choux VERT FRISE

Chou blanc chou fleur pièce

Chou fleur biologique La piÃ¨ce

Chou fleur biologique La pièce

CHOU VERT FRISE PIECE

Choux BLANCS BIO

Choux de Bruxelles

chou fleur pièce

Chou blanc La pièce

Chou fleur bioChou Fleur Cat.1 Calibre 6 Origine

Chou Fleur Cat.1 Calibre 6 Origine

Chou vert La pièce

Choux rougeChoux DE BRUXELLES, en sachet

chou chinois pièce

Chou blanc MoiXé

Mélange chou blanc, frisé courgeYe -‐

Chou fleur découpe fraîche 300g


Chou-‐fleur chou fleur pièce

Choux FLEUR Choux ROMANESCO

Chou chinois La Puré de choux-‐fleurs



Chou-‐Fleur -‐ Cat: 1 -‐ Cal: 6 -‐ Origine:

Chou fleur mini x4

choux fleur bio pièce 1kg

CHOU CHINOIS

Choux-‐fleurs -‐ Mes Légumes Vapeur

Chou fleur La pièce

Chou fleur La pièce

Chou-‐fleur Pièce

Chou fleur mini x4

Choux fleur la pièce

Chou chinois La pièce

CHOU CHINOIS PIECE

Chou fleur mini

Chou fleur mini

Choux blanc Choux BLANCS

Choux FLEURS BIO

Study on the cauliflower : Names and Descriptions used in the « Click and collect » web site in France collected with the Selfdata

Drive® solution.

?Where is

Study on endive : Names and Descriptions used in the « Click and collect » web site in France collected with the Selfdata Drive®

solution.

?

CASINO BIO Endive Bio 3/5 PiÃ¨ces

CASINO BIO Endive Bio 3/5 PiÃ¨ces

Endive perle du Nord Sachet x5

ENDIVES 1KG Endives 4 piÃ¨ces A braiser -‐ France Cat.1 Cal...

Endives jeunes pousses Endives 1kg Endives bio

Carrefour

ENDIVE : Endive

ENDIVE : Endive

endive rouge sachet 400g

Endives 1kg -‐ France Cat.1 Cal.5-‐6 Le sachet

Endives 4 piÃ¨ces A braiser -‐ France Cat.1 Le ...

Endives La Croquante

Endives 2kg Endive -‐ France Le sachet

endive apÃ©riXf sachet x6 -‐310gENDIVE :

Endive pleine terre

ENDIVE : Endive pleine terre

Endive Sachet 1 kg -‐ x10

Endives 1kg -‐ France Cat.1 Le sachet

Endives 4 piÃ¨ces A braiser Cat.1 Le sachet

Endives Reflets de France

Endives 2kg Le sachet

endive apÃ©riXf sachet x6 -‐310gENDIVE :

Endives apÃ©riXves

ENDIVE : Endives apÃ©riXves

ENDIVE SACHET 2KG

Endives 1kg -‐ France Le sachet

Endives 4 piÃ¨ces A braiser Le sachet

endives sachet 1kg

Jeune pousse d'Endives, ApériXf Perle du Nord,

Endives -‐ LÃ©gumes Vapeur

Endive 1kg Endive 1kg ENDIVE SACHET 500G

Endives 1kg Le sachet

Endives 4 piÃ¨ces Le sachet

Endives x5Jeune pousse d'Endives, ApériXf Perle du Nord"

Endives 2kg -‐ France Le sachet

Endive 4 fruits x4

Endive 4 fruits x4

Endive spÃ©cial four 4 piÃ¨ces

Endives 2kg endives 500g Endives x5 -‐ lot de 2

Jeune pousse d'Endives, ApériXf Perle du Nord", Le

Endives apÃ©riXf x6 300g

Endive Ã braiser 4 piÃ¨ces

Endive Ã braiser 4 piÃ¨ces

EndivesEndives 2kg -‐ France Endive -‐ France Le sache...

endives Ã braiser sachet x4

Endives, Le sachet de 5 piÃ¨ces

Endives Carmines rouges

Endives, Le sachet de 5 piÃ¨ces

Where is

Study on kiwi : Names and Descriptions used in the « Click and collect » web site in France collected with the Selfdata Drive®

solution.

?

Kiwis Hayward bio

KIWI : Kiwi Cat 1 kiwi GOLD

Kiwi Jaune, CatÃ©gori

Kiwi x1 -‐ Chili Cal.85-‐95 La

Kiwi x1 Hayward -‐ France

Kiwi x4 Hayward Cat.1 Cal.

Kiwis 1kg Kiwis 5 piÃ¨ces

Kiwis de l'Adour

Kiwis jaunes 3 piÃ¨cesKiwis

Hayward bio

KIWI : Kiwi jaune Cat 1

Kiwi gold la piÃ¨ce

Kiwi La piÃ¨ce

Kiwi x1 -‐ France Cat.1 Cal.

Kiwi x1 La piÃ¨ce

Kiwi x4 La barqueYe

Kiwis 1kg -‐ France Cat.1 Cal.

Kiwis 6 piÃ¨ces

Kiwis gold 4 piÃ¨ces


Hayward PeXt prix

KIWI : Kiwi jaune piÃ¨ce Cat

Kiwi Hayward

kiwi label rouge barqueYe

Kiwi x1 -‐ France La piÃ¨ce

Kiwi x1 Precoce 4605 -‐

Kiwi x4 Precoce 4605 -‐

Kiwis 1kg -‐ fRANCE Cat.1 Cal.

Kiwis 8 piÃ¨ces

Kiwis Gold jaunes


jaune gold La piÃ¨ce

KIWI : Kiwi Nergi Cat 1

KIWI HAYWARD BIO 6

Kiwi Nos RÃ©gions ont du

Kiwi x1 4605 -‐ France

Kiwi x4 -‐ Chili Cat.1 La

Kiwi, VariÃ©tÃ© Vert

Kiwis 1kg -‐ France La barqueYe

Kiwis BarqueYe 1kg

Kiwis Hayward

Kiwis la barqueYe de 1kgKiwis

jaunes 3 piÃ¨ces

KIWI : Label Rouge -‐

Kiwi HAYWARD EmballÃ©

kiwi piÃ¨ce

Kiwi x1 4605 -‐ France



Kiwis 1kg Hayward -‐ Chili Cal.

Kiwis bioKiwis Hayward 1kg -‐ Chili

kiwis prÃªt Ã dÃ©gusteKiwis

jaunes 4 piÃ¨ces

KIWI 1KGKIWI HAYWARD PIECE

KIWI PRET A CONSOM

Kiwi x1 Hayward -‐ Chili Cal.



Kiwis 1kg Hayward -‐ France

Kiwis BIO 4 piÃ¨ces 500g

Kiwis Hayward bio

L KIWI PANIER X10 Kiwis

jaunes 6 kiwi 7 piÃ¨ces en

Kiwi Hayward

Kiwi vert Bio,

Kiwi x1 Hayward -‐

Kiwi x4 Hayward -‐

Kiwis Kiwis 1kg Hayward -‐

Kiwis BIO en

Kiwis Hayward

Liquide vaisselle

Kiwis la barqueYe de 1kg

KIWI BARQUETTE 1KG

kiwi jaune piÃ¨ce

Kiwi vert Bio, CatÃ©gori



Kiwis 'PeXt Prix'

Kiwis 1kg Hayward -‐ Italie Cal.

Kiwis Bio Village x6

Kiwis Hayward PeXt prix

Panier de 10 kiwis

kiwis prÃªt Ã dÃ©guste

Kiwi barqueYe de 1kg

Kiwi Jaune, CatÃ©gori

Kiwi vert Bio, CatÃ©gori



Kiwis 1.5kg

Kiwis 1kg La barqueYe

Kiwis biologiques x6

Kiwis jaune gold La piÃ¨ce

panier fruits bio 2kgL KIWI

PANIER X10

Kiwi bioKiwi Jaune, CatÃ©gori

Kiwi vert Bio,

CatÃ©gori


Kiwi x4 Hayward Cal.

Kiwis 10 piÃ¨ces

Kiwis 4 piÃ¨ces

Kiwis Carrefour

Kiwis jaunes 3 piÃ¨ces

Winny kiwi la barqueYe

Where is

Overlook at « click and collect » websites - subjective perceptions

Product Know How

High Value Contents

Low Value Contents

Produce Knowledges


Are retailers fully involved ?

The fresh produces in the French« click and collect » website look like all the same, very low in terms of contents,

Retailers are learning very quickly and they are under the «amazon» pressure,

Still the best place to touch an audience for fresh produces growers.


Fresh produces growers can get closer to the Food industry

Know How

Produce Knowledge

Le samedi vers 17h Le samedi vers 12h25 et le dimanche vers 12h

du 4 octobre au 28 décembre 2014

Fresh produces growers are welcome to communicate on TV

Fresh produces growers can create link with Internet actors

Know How

Produce Knowledge

Fresh produces growers can interact with Internet actors


What are fresh produces growers’ responsibilities?

Growers, manufacturers, retail providers must keep in mind that they are also food makers for people,

With the internet explosion, contents marketing are a major issue,

« Product Know how » is the natural way to start a conversation with consumers,

Bring contents to retailers,

Let’s talk about desire and not only agricultural engineering.


Valorisation of Knowledge, Know

How, skills and experiences

The web 3.0

Understanding of needs and market

Digital technology of communicationFresh produces 3.0


More than just informing lets talk about co-experiences

« Product know how » is just a co-experience, most of the fresh produces growers offer recipes. None of them start a real chat with consumers on this specific subject. It looks like it’s done because every body is doing it…

Offering chats with consumers, bloggers, chiefs retailers through collaborative platforms give us opportunities to get closer to consumers. As you know, now they need commitments and meanings.

Let’s not miss the next marketing evolution.



Thank you


Download - Product know how informing the consumer - Edouard Balay

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