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Industry Viewpoint: What’s old might be new again

By
Amanda Keefer, managing director of Healthy Family Project

At any given time of the year, there are usually a few buzzwords that seem to pop up and stick around for a short lifespan. You’ll find them in just about every LinkedIn post and in most conversations. You know the 2022 words I’m talking about — disruptor, omnichannel, snackable content, growth hacking, innovation and more. There’s nothing wrong with using the buzzwords of the moment, you wouldn’t be a savvy marketer or business professional in general if you didn’t. Fun fact about me, I often jot these buzzwords down on my desk calendar and add a tally mark each time I hear, see, or read the word.

One word that has an off-the-chart tally at the moment is innovation. Who doesn’t want to be innovative? It’s a great word defined by Webster as featuring new methods, advanced and original. The word is associated with shiny, new, out-of-the-box and game-changing. But I’m going to challenge you to take a second look at the word and allow a little wiggle room in that definition.

In our recent Healthy Family Project team retreat, we took a close look at our current cause marketing programs. We do this every year to dissect successes and identify improvement opportunities. There was a lot of brainstorming around innovation. Interestingly, a common theme arose around innovation and that was “taking what is old and making it new again.”

Now you might shudder that I used the word old and innovation in the same sentence, but we as an industry have learned so much, journeyed so far, and have created some stellar marketing campaigns, promotions, and programs over the years.

Back in 2018, Healthy Family Project launched our Food Rx brand focusing on the idea that food is medicine and the first line of defense when it comes to staying and getting healthy. A video series led by our culinary dietitian, Julie Harrington, focuses on a commodity or brand sharing the health benefits in a way that’s digestible (pun intended) to the viewer while also sharing information on how to use the product in a recipe. Food Rx extended to retail dietitians as Healthy Family Project provided our more than 400 retail dietitian contacts with Rx pads they could use as they spoke to shoppers. Think about writing an apple prescription to reduce cholesterol.

At the 2022 International Fresh Produce and Floral show, the food is medicine topic resurfaced. It never really went away but was just kind of permeating below the surface. It’s prime time to reinvent and recharge this important topic and bring the better for you brands that can make an impact into the Food Rx space. In 2019, the topic was starting to surface in specific demographics and now in 2023 is predicted to be out in full force. Time to reinvent and innovate a topic that to some might consider old news.

So, as you try to keep up with all the innovating happening around you, try not to get completely caught up in the shiny and new, but take time to examine trends and how you can establish a leg up with the foundation you’ve already built.

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February 3, 2023

U.S. Customs & Border Protection officers assigned to the Otay Mesa Cargo Facility seized a large quantity of narcotics concealed within a shipment of radishes on Jan. 29.

CBP officers… Read More

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