Rather than overcomplicating the process, Munger focused on building a simple, highly targeted strategy aligned with sales, leadership, and the company’s long-term growth goals.

“I’ve always been a big believer in developing a comprehensive marketing plan,” Munger says. “They’re usually simple, but they have to align with the company’s strategic plan and earn buy-in internally before we spend our first marketing dollar.”

From Crisis Mode to Strategic

The produce industry inherently runs on crisis because its products are perishable, and from the moment they are picked, they must get to the market quickly.

“The sales team is managing that expiring shelf-life crisis every day,” Munger says. “Marketing is inherently strategic, so there’s always been a little bit of tension between sales and marketing. Marketing is thinking six months to three years out, but sales is really managing the needs of today through three months. So, we work in different worlds, and there’s got to be synergy, because if marketing is not aligned with sales, then there are a lot of missed opportunities.”

The synergy between sales and marketing doesn’t have to be hard-won if the company focuses on the different roles and how they create value and opportunity when they work together.

“I always say a company is like the railroad going over the mountain pass, and there’s six feet of snow,” Munger says. “Sales is the passenger train, and marketing is very much like the snowplow that’s ahead of that passenger train, clearing the path and creating opportunity, and building messaging that sales can capitalize on.”

Focusing on Your Audience

Knowing your target market is critical to success in marketing.

“The Packer is spot on in helping us identify and reach our target audience,” Munger says. “I’ve been working with The Packer for 40 years and have consistently found them to be a vital strategic partner and a core component of our foundational trade marketing programs.  In fresh produce, our primary target has always been business-to-business, meaning retail and foodservice buyers. They are the target audience that we really need to build our brand with and get our story to.”

Today’s world is busy, and buyers, especially, are even busier. It’s important to deliver the right message at the right time. The human attention span is between eight and 12 seconds for digital content, according to the American Psychological Association, so marketers have a couple of seconds to communicate the value of a company with advertising and storytelling.

“Marketing to the produce industry has gotten a lot more complicated,” Munger says. “Back in the day, it was very simple: The Packer was a weekly newspaper.  Now the Packer has added additional publications, digital assets, email blasts and other media. There are a lot more opportunities to get a little bit more pinpointed and rifled in our trade marketing approach.”

Start with a Plan

Although technology has driven many changes in the produce industry and marketing, some things stay the same, like having a solid marketing plan to start.

“I’m in a brand-new position for IPR Fresh,” Munger says. “I have the privilege of helping this grassroots company build the foundations of what I believe is going to be a long-term branded marketing program. This year is simple. It’s very foundational. We’re participating in the West Coast Produce Expo, along with 70% digital and 30% print advertising trade media strategy. The Packer is a vital part of our plans.”

Intentional and consistent messaging is an important part of marketing a company, but the true differentiator is speaking with authenticity, according to Munger.

“Two of my secret weapons have been to get to know and work closely with our sales rep at The Packer because they have a trove of information,” Munger says. “Sharing information and listening help us align our strategies. The second thing is getting to know The Packer editorial staff and being available to them. I want to be a resource, and it’s great to get included in their stories. That’s a win-win situation.”

A comprehensive campaign is the most successful when you combine trade advertising, public relations, and social media with your packaging, merchandising, and trade shows, according to Munger. The results include increased visibility, stronger buyer engagement, internal sales alignment, launch support for a new product or growth in brand recognition.  

“When those elements all tie into a cohesive and complete story, that is when I think we have the most success and have the best opportunity for everything to click,” Munger says. “It’s interesting to try and understand the psychology of marketing and identify that moment when a buyer suddenly becomes aware of your brand.  It’s layers of continuity and consistency in the messaging and the visuals. And that’s when I have been the most successful. When we’re launching a new product or something innovative that we’re bringing to market, the elements must all come together at the right time. When it works well, it’s magic; it’s so fluid.  But it takes a lot of communication, planning, and a lot of trust in your partners.”

To learn more about what The Packer can do for your business, visit https://www.farmjournal.com/segments-produce/.