Agricultural brands enlighten consumers to drive satisfaction and engagement
Implications - Similar to retailers offering educational, in-store classes, farms, orchards and the like, draw in local and traveling consumers with experiential learning events. Combining culinary, tourism and experience, brands are able to promote an understanding of the agriculture industry while simultaneously engaging consumers who ultimately purchase the end product. This participation-driven marketing tactic shines a light on the how consumers are increasingly enthusiastic about their role in the flourishing of locally grown and sourced sustenance, as their understanding of climate change and over-consumption grows.
Workshop Question - How can your brand increase your consumers' knowledge of your industry?
Trend Themes
1. Experiential Learning Events - Combining culinary, tourism and experience, brands can engage consumers in understanding the agriculture industry through participation-driven marketing tactics.
2. Nature-inspired Adventures - Luxury hotels and rustic hotels alike are offering guests unique outdoor adventures, such as gin foraging or train tours, that combine the beauty of nature with experiential learning.
3. Interactive Restaurant Experiences - Initiatives such as The Edible Country and Emile's Fromage Montage are offering consumers opportunities to explore healthy, unique food options in combination with tourism experiences and fun-themed adventures.
Industry Implications
1. Hospitality Industry - Luxury hotels and rustic hotels alike are finding innovative new ways to attract guests with nature-inspired adventures and outdoor-themed learning experiences.
2. Travel & Tourism Industry - The travel and tourism industry is tapping into experiential learning events, nature-inspired adventures, and interactive restaurant experiences to offer tourists unique and customized experiences.
3. Food & Beverage Industry - The food and beverage industry is promoting healthy, locally sourced, and unique food options through initiatives such as The Edible Country and Emile's Fromage Montage to attract and engage consumers.
