National Good Food Network Webinar
If You Build It ...
Will They Come?
Consumer Behavior Concepts for Effective Marketing
of Healthy Food
Thursday, October 18
3:30 - 5:00pm ET
Connecting all the dots to ensure a good supply of healthy food is challenging, particularity in
underserved and limited resource populations. Creating access to Good Food alone does not necessarily guarantee community members will purchase and eat it. Increasing food access is good, but increasing the consumption of healthy food is even better.
To “close the deal” with the consumer, we must truly and respectfully understand several factors including, how people in the community live, the constraints they live with, and how they shop. This information, when handled in a sensitive and thoughtful way
is critical to creating an effective healthy food marketplace that considers what products should be marketed, at what price and to which specific consumers.
This webinar will explore, at an introductory level, how one may adapt what we know about marketing and consumer behavior to create positive social change. The concepts will be illustrated using inspiring examples of success and practical advice.
Webinar Outline
Food Marketing Professor, Dr. Marty Meloche from St. Joseph’s University in Philadelphia,
PA will discuss how marketing activity can be thought of as a facilitation of ‘exchange.’ Given this framework, how do we effectively influence
individuals to exchange their extremely limited resources for healthier alternatives? How do we make healthy alternatives a viable, even preferred, alternative for market segments with very limited resources? By illustrating the basics of food marketing, consumer
behavior, and market segments, Dr. Meloche will begin our quest to effectively integrate social change and marketing for positive outcomes.
Program Manager, Michelle Frain Muldoon, Wallace Center, Healthy Urban Food Enterprise Development (HUFED) Program, will further elaborate on food marketing and underserved consumers by
sharing food marketing successes and failures from social enterprises across the country. HUFED, is a Wallace Center-led program that works in 16 states and DC piloting innovative business models in historically excluded and traditionally underserved communities.
Michelle will also discuss how to integrate the principles of community development and social marketing into business planning for sustainability of your business or desired outcome.
Community Activist and Public Health Specialist, Rubi Orozco, from Centro del Obrero/Mujer Obrera in El Paso, TX will describe how they incorporate food marketing and a customer-centered
approach into the design of their innovative and successful food hub and retail business. Rubi will describe how their day-to-day operations and their business planning are simultaneously appropriate and respectful, meet the needs of their customers, and promote
positive and incremental changes.
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