How to Market Good Eggs (or anything else)

Karl Johnson of Pete & Gerry’s
Karl Johnson of Pete & Gerry’s
Recently, I had a table on the NOFA Mass. Winter Conference. I was across the aisle from Pete & Gerry’s, the New Hampshire-primarily based egg business enterprise. A multi-technology farm, their business took off once they commenced selling natural eggs. Rather persevering with to elevate greater chickens themselves, they started out working with settlement growers alongside the East Coast to provide eggs that meet their standards.

Karl Johnson, Pete & Gerry’s former advertising director and now their Partner Farm Outreach Director, did an egg-cellent job of attracting my attention with the “guess how many eggs are in this glass vase” contest at his table. I turned into also impressed with how informative their signage and packaging have been. “Our marketplace studies advised us that what humans cared approximately the most was humane remedy,” Johnson informed me. “People additionally like the concept that the eggs are produced on small farms.”

Pete & Gerry’s does a incredible activity expressing that information and their brand values. From the folksy call–(sound like Ben & Jerry’s, anyone?) to the logo with the snow-capped Green Mountains to the Certified Humane Raised & Handled seal to the recycled packaging, you get a strong feel of who they’re. If they treat the farmers they work with in addition to the chickens, I’d say we’re in desirable form.

Pete & Gerry’s eggs aren’t particular. What makes their eggs SEEM unique is they provide so much information at the package deal (and more on their print and digital materials). They make it easy for me to understand who they’re and what they do. And now I’m passing the data along.

While most farms and small companies don’t have the resources or know-how to produce such nicely-designed packaging, even easy signage and materials can carry a number of information. Educate me approximately why your eggs are superior to anybody else’s. A laminated photograph of chickens scratching at your feet offers me a experience for existence to your farm. If you’re the use of frequent egg cartons, why not sticker them with your emblem and internet deal with? Or colour them with a magic marker. Give me some thing to cluck about.

And, of route, this doesn’t simply practice to eggs. When you supply me masses of facts and placed your personality behind the products you produce, they cross from widely wide-spread to big. So do something EGG-straordinary!