Customers are increasingly concerned about where their food is grown, how it is processed, and what is added to it. Hunt’s sauce has wisely launched a campaign not only to address these concerns but, in the process, explain the difference between Hunt’s and its competition.
The biggest difference is that Hunt’s uses flash steam from simple hot water to process its tomatoes. Says a spokesperson, “It’s like a sauna for tomatoes.”
Hunt’s does not use lye or other chemicals like some companies. This lye can go into the tomatoes, the air, or back into the earth. In addition to affecting the food, other companies may be adversely affecting the environment. Hunt’s doesn’t do that. It is not contaminating the food, the air, or the earth when it processes tomatoes.
While Hunt’s says this is not the easiest way, Hunt’s believes it’s the right way.
In addition, Hunt’s ripens its tomatoes naturally on the vine, grows them near the factory, and cans them within hours of picking to preserve their fresh flavor. Other companies’ tomatoes ripen on the truck. Hunt’s grows their tomatoes in Oakdale, California, which has eight hours a day of sunlight, the optimum amount for the best sweetness.
Hunt’s is also concerned about the by products of processing. Anything that doesn’t go into Hunt’s sauce is fed to animals or composted so nothing goes into landfills.
By communicating this information about how Hunt’s grows, processes, and handles the waste of its processing, Hunt’s is educating consumers. In doing so, Hunt’s flash steam difference stands out and instantly gives the consumer a reason to buy Hunt’s products. For those consumers interested in how their food is grown and processed, Hunt’s builds tremendous credibility in its tomato products with this information.
All this comes from telling the truth.
Differentiating your business today is as simple as telling the truth. Consumers yearn for the truth. Generalized terms and flowery words do not pique interest. Instead, communicate an understanding of what makes your business different than your competition. Explain your processes. Tell how you do business. Show your concern for the consumer’s well-being. Use the truth to differentiate your business in consumers’ minds.
This week's marketing trivia challenge is What truth differentiates your business? E-mail me your answer.
The biggest difference is that Hunt’s uses flash steam from simple hot water to process its tomatoes. Says a spokesperson, “It’s like a sauna for tomatoes.”
Hunt’s does not use lye or other chemicals like some companies. This lye can go into the tomatoes, the air, or back into the earth. In addition to affecting the food, other companies may be adversely affecting the environment. Hunt’s doesn’t do that. It is not contaminating the food, the air, or the earth when it processes tomatoes.
While Hunt’s says this is not the easiest way, Hunt’s believes it’s the right way.
In addition, Hunt’s ripens its tomatoes naturally on the vine, grows them near the factory, and cans them within hours of picking to preserve their fresh flavor. Other companies’ tomatoes ripen on the truck. Hunt’s grows their tomatoes in Oakdale, California, which has eight hours a day of sunlight, the optimum amount for the best sweetness.
Hunt’s is also concerned about the by products of processing. Anything that doesn’t go into Hunt’s sauce is fed to animals or composted so nothing goes into landfills.
By communicating this information about how Hunt’s grows, processes, and handles the waste of its processing, Hunt’s is educating consumers. In doing so, Hunt’s flash steam difference stands out and instantly gives the consumer a reason to buy Hunt’s products. For those consumers interested in how their food is grown and processed, Hunt’s builds tremendous credibility in its tomato products with this information.
All this comes from telling the truth.
Differentiating your business today is as simple as telling the truth. Consumers yearn for the truth. Generalized terms and flowery words do not pique interest. Instead, communicate an understanding of what makes your business different than your competition. Explain your processes. Tell how you do business. Show your concern for the consumer’s well-being. Use the truth to differentiate your business in consumers’ minds.
This week's marketing trivia challenge is What truth differentiates your business? E-mail me your answer.
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