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Demeter Experts Featured Speakers at Farm Broadcasting Convention


Demeter Senior Partner
Wendy Feik Pinkerton

Demeter Senior Partner
Sharlet Teigen
Consumers are ultimately in the driver's seat when it comes to agricultural products, according to Wendy Feik Pinkerton and Sharlet Teigen, senior partners with Demeter Communications. The two agriculture and food experts shared their top trends that will influence production agriculture during the National Farm Broadcasting Association annual convention in Kansas City, MO, November 17, 2006.

The experts pointed to "marketplace realities" that are key indicators to trends, such as these facts from the U.S. Census:
  • The U.S. population is now 300 million people.

  • There are as many Hispanics as people over the age of 65.

  • Almost one-fourth have college degrees, more than 50% are married almost 80% of women work during prime child-rearing years.

  • Almost two-thirds are in the work force, with an average travel commute time of 25 minutes each way.
Time starvation is getting worse so that means convenience is now a price of entry, not an attribute that sets a product apart, says Pinkerton. In addition, Teigen says that waistline worrying should be viewed as a fundamental part of the food culture. "Some say the issue is nutrition - we contend it is actually weight control," she says. Bi-Polar Ages Trend: By 2025, the population will have the most youth & retired members in history. Today, kids grow up getting what they want in the marketplace and have increasing influence on food choices & imagine their power in two more decades!

Ethnic Diversity Trend: It is no secret that the U.S. is attracting immigrants, especially Hispanics. They are coming in hopes of a better life, but are holding tight to their food patterns as a way to keep a grasp on their native culture. Because of their sheer numbers, marketers must pay attention. The next wave of cultural influence in foods will likely be Middle Eastern.

Value-Plus Branding Trend: Having a brand that people want and trust is now a cost of entry - not the sure road to success. As companies rush to increase their brand's value, they are learning that the experience of buying and using the product is as important as the product itself. Be watching for "mass personalization" in foods. An example is the growth in commercial foodservice sandwich sales.

Less in a Global Economy Trend: Less competition, that is. Companies around the world have turned to mergers and acquisitions to drive efficiencies, resulting in reduced costs demanded by shareholders and consumers. History says this focus on low price is not sustainable over time.

Lifestyles of Health and Sustainability (LOHAS) Trend: This is a big one! It is being influenced to some degree by Bi-Polar Ages, because the older or younger we are, the more "green" we want the world to be. LOHAS doesn't just mean organic. It is manifested in product descriptions such as fresh, local, authentic, natural, free range and fair trade. There is a core customer base of committed people willing to pay extra, but mainstream companies are making their products more attractive to everyone.
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