I love this video from Wendy’s. Thanks to the now almost ubiquitous GoPro, we take a ride with romaine lettuce from the farm to the Wendy’s table. It’s short, entertaining and doggone effective marketing.
I’m working more and more with food producers these days, who actually have a lot more in common with big oil than they can even begin to realize. Farmers and food producers of any size or scale (except for those part timers who decry the fact they can’t make much money raising organic produce on their five acre patch) are facing a widening gap between producer and consumer.
Consumers of course want the incredible green revolution benefits of exceptionally healthy and low cost food. But their skepticism about health and production methods is growing–fueled I believe by the alarmists who have much to gain fomenting unreasonable fear (including most media). The response to this is not to stick their heads in the sand but to realize that we live in a new age of transparency. That transparency extends to how our food is made and delivered to us.
That’s why I really liked what McDonald’s Canada did a few years ago when they got complaints about the difference between the photos of burgers vs burgers delivered over the counter. It’s why I really like this Wendy’s video.
Farmers, processors, distributors and retailers–take note. People are watching. The way you do things matters more than ever. And it will be seen. Either by you, or by some hidden camera that creates a viral video. If you don’t like that idea, show it yourself. And if you cringe thinking about what others might think when the see it, then rethink your processes while you have the time.