Raspberry Marketing Pt 1
From the Ag Information Network, this is today’s Fruit Grower Report. I’m Bob Larson. Washington state produces about 60% of the nation’s red raspberries, almost all of them grown in Whatcom County.
Allison Beadle, CEO of Wild Hive, the marketing team for the Washington Red Raspberry Commission, says their strategic plan for marketing the raspberries hits all the target audiences …
BEADLE … “Consumers are not our primary target audience. That is not where the bulk of our budget goes. But when we do have announcements that make sense to share with the national media, that’s what we do. We’re continuing to monitor for other national media or regional media opportunities that reach consumers as they arrive.”
The trade, Beadle says is their major focus …
BEADLE … “On the trade media front, this is an area where we do place a bigger emphasis because the trade audiences are our primary target audiences. Our goal here was to garner a minimum of six unique trade media stories annually that pull through our key messages, that talk about Washington red raspberries and what sets them apart from the competition.”
That audience, Beadle says has many fronts …
BEADLE … “Baking professional awareness, we did conduct a baseline survey in year one. Our goal was to increase awareness of Washington red raspberries among baking professionals by 25% in the year 2031. So, we still have a few years to go on this.”
Tune in tomorrow for more on marketing Washington’s red raspberries.
Washington State produces 95% of the nation's processed red raspberries.
