The new food culture

THE NEW FOOD CULTURE: A GLOBAL OPPORTUNITY for the agile & fast

[STARTING FROM ITALY]

CONNECTED CULTURES http://www.connectedcultures.com/

“THE FUTURE OF MADE IN ITALY LIES IN THE STORYTELLING OF LOCAL EXCELLENT HARVESTERS AND CHEESE AND SALAMI PRODUCERS. WE NEED TO BUILD ON THE MYTH OF PRODUCTS THAT ARE UNIQUE IN THE WORLD, LIKE

BALSAMIC VINEGAR FROM MODENA DOP, AND CONNECT THEM WITH TOUR OPERATORS AND TOURISM PROMOTION. THE TIME OF CELEBRITY CHEFS IS AT THE END, HERE COMES THE TIME OF MEMORABLE TRADITION”

[Davide Rampello]


FOOD: A BUSINESS TRADITIONALLY REQUIRING INDUSTRIAL SCALE

LOW MARGINS - HIGH SCALE

BARRIERS TO ENTRY

DISTRIBUTION COSTS

HIGH REACH = HIGH

MARKETING COSTS


CULTURE

TECHNOLOGY

THEN SOMETHING HAPPENED



DIGITAL CONNECTIVITY HAS OPENED UNPRECEDENTED ACCESS

[US grocery buyers who have made a digital grocery purchase HAVE DOUBLED IN 2 YEARS]Source: emarketer http://www.emarketer.com/Article/More-US-Households-Buying-Groceries-via-Digital-Channels/1013805

http://www.emarketer.com/Article/More-US-Households-Buying-Groceries-via-Digital-Channels/1013805

AND A NEW [GLOBAL] CULTURE HAS EMERGED


‘GENUINE’ FOOD LOVERS

MALE% GENDER

FEMALE

100%

47.2% 52.8%

14-1718-24

AGE

25-3435-44

45-5455-6465+

3.1% 8.3% 13.8%

20% 19.5%

13.4% 21.9%

Idx 116Idx 108

PRIMARYSECONDARY

EDUCATION

HIGH SCHOOLUNIVERSITY

14.8% 37.3% 34%

13.9% Idx 110Idx 117

LOWMID LOW

INCOME

MEDIUMMID HIGH

9.2% 21.3% 40.1% Idx 103

Idx 104

HIGH

19.8% 9.2%

FOOD ONLINE - POSITIVE ATTITUDE 23% Idx 119FOOD ONLINE - BUYER 8% Idx 103

FOOD ONLINE

ORGANIC MEAT

ORGANIC CHEESE/MILK

GENERALLY BUYS

ORGANIZC VEGGIES

NON INDUSTRIAL EGGS/MEAT

4.8% 5.9%

9.1%

3%

Idx 119Idx 123Idx 116Idx 128

Source: GFK

‘GENUINE’ FOOD LOVERS IN ITALY‘I LOVE TRYING FOOD FROM TRADITIONAL LOCAL PRODUCERS’


A SHIFT IN WHAT MATTERS TO THEM

BEFORE NOW

PRODUCT ORIGINPRODUCT BRAND


THEY USE DIGITAL TO GAIN ACCESS

[61% of digital grocery buyers in the us say they did it for ‘specific product shopping they could not find/buy easily in stores where they regularly shop’]

Source: emarketer http://www.emarketer.com/Article/More-US-Households-Buying-Groceries-via-Digital-Channels/1013805


http://www.emarketer.com/Article/More-US-Households-Buying-Groceries-via-Digital-Channels/1013805


AND TO CONNECT & SHARE AROUND FOOD EXPERIENCES


THEIR PURCHASE IS INFLUENCED BY CONVINCING STORIES


‘FoodFwd [RESEARCH] RESULTS VALIDATE ‘ORIGIN’ AND ‘TRADITION’ AS COMPETITIVE

ELEMENTS TO STAND OUT IN AN OVERCROWDED MEDIA MARKET.’]

Source: FOODFWD 2014 GROUP M ITALY

AND STORIES GET GLOBAL SCALE THANKS TO A CONNECTED CULTURE



SPEED & AGILITY

WHAT IT TAKES TO WIN IN THE NEW FOOD CULTURE:

IN THE DIGITAL WORLD THE ADVANTAGE IS WITH THE AGILE AND FAST

Source: L2


CONNECTED CULTURES

NEW DRIVERS FOR GROWTH

http://www.connectedcultures.com/

1 INNOVATION

2 ACCESS

3 STORYTELLING

4 DATA

THAT CAN BE NOW ACHIEVED

AT LOWER COSTS

THAT CAN BE CREATED THROUGH

PLATFORMS

THAT CAN BE SPREAD FASTER AND GLOBALLY

THAT CAN CREATE COMPETITIVE ADVANTAGE


AGILITY CAN BE REACHED DIFFERENTLY


1 INNOVATION

2 ACCESS

[a dedicated arm]

[COLLABORATIONS]


3 STORYTELLING

4 DATA

[MEDIA PARTNERSHIPS]

[REAL-TIME MARKETING]


THANK YOU

ABOUT CONNECTED CULTURES

Connected Cultures is a marketing partner designed for the digital world.

Our mission is to make awesome marketing accessible to emerging and fast-growing Brands.


CONNECTED CULTURES +

Originar.io is the digital destination for food lovers to discover and enjoy Italian extraordinary food & wine and the inspiring stories of their makers.

TOGETHER WE OFFER A UNIQUE PLATFORM TO CREATE INNOVATIVE SOLUTIONS FOR QUALITY FOOD BRANDS.

CONNECTED CULTURES

CONTACTS

[email protected]

FRANCESCA RONFINI


mailto:[email protected]

The new food culture

Marketing

Transcript of The new food culture