Many companies have jumped on the green bandwagon and for good reason. Consumers favor environmentally friendly brands and companies want to do the right thing. However, as a result of this movement, words like sustainable and organic have been bandied about with increased frequency. But what do these words mean to consumers?
Research conducted by The Hartman Group suggests that the words “sustainable” and “organic” are confusing to consumers. At the Protein Innovation Summit, Tamara Barnett, director, strategic insights, Hartman Group, advised food suppliers and restaurant operators to scrap words like sustainable and organic in favor of words that consumers can more readily understand. According to Barnett, consumers want to know where food comes from, so information about where a product is sourced from is important. Consumers want to know food comes from a real place. Consumers want to know how your practices impact quality. Educate and explain your practices with specifics rather than generalities.
On the menu and on your website, answer the question of where your food comes from. Explain what it does for the consumer (environmental or health benefits). Showcase your suppliers. “Consumers want to work with a company that is a good neighbor,” said Barnett. It is increasingly important to show a connection to the community that uses your product.
Don’t forget that authenticity can be conveyed not only in words, but in pictures. Photos of real customers, employees and places, build trust.
As content writers we combines words and pictures to impart meaning. We can review your current website copy and edit for clarity and substance. We will scrap confusing words in favor of more descriptive terms and keywords. It is not enough to be sustainable or organic.