Farmers Must Sell Stories, Not Just Products

Technology and innovation are essential, but they mean nothing if the consumer is not interested or willing to pay for it, says Dr Max Teplitski, chief science officer of the International Fresh Produce Association.

By Jasper Raats, senior journalist at African Farming and Landbouweekblad

Dr Teplitski spoke about international consumer trends at the International Fresh Produce Association’s (IFPA) Southern Africa Conference, held in Pretoria. He offered suggestions on how producers can adapt their planning to unlock value in saturated and highly regulated markets such as Europe.

Successful innovation, he said, must meet one or more of three requirements to capture consumers’ interest: It must offer an economic benefit, it must be environmentally friendly, and it must be emotionally relevant. He noted that the first of these, economic benefit, is increasingly important, but cautioned against relying on price competition as a strategy. Instead, he encouraged farmers to use “the story of their product” as their most powerful marketing tool.

“Data is the language with which you can tell your product’s story – how it was produced, how it contributes to sustainability and why it is different.” 

Also read: Strategic insights for South African fresh produce exporters to Asia

Europe’s Packaging Rules Add New Challenges

Research shows that consumers’ purchasing decisions worldwide are driven primarily by freshness, quality and price. Even in Europe, factors such as carbon footprint and production methods rank relatively low on the list of purchasing priorities, although they remain important for regulatory compliance.

To meet the rules and regulations of export destinations, farmers are required to collect vast amounts of data about their farms and products. Dr Teplitski urged producers to use this data not only for compliance but also to convert it into marketable value. Information on energy use, carbon emissions, labour practices and production methods can strengthen contract negotiations, open access to premium markets and make a product’s story more credible.

This is particularly important in Europe and the UK, where about 40% of South Africa’s citrus is exported to consumers who value sustainable and ethical production, reusable and compostable packaging, and product freshness and quality.

He added that the European Union’s renewed focus on packaging regulations is creating significant uncertainty, as each member state is currently considering its own rules for fresh produce. This is putting pressure on exporters. IFPA is advocating for a single-market approach and supports innovative solutions such as reusable packaging and digital labelling. 

Packaging is increasingly being used as a marketing platform, from QR codes on products to larger in-store displays and social media campaigns. Even websites now need to be optimised not only for consumers but also for AI search engines seeking relevant information.

Also read: Marketing tips: Understand the basic functions of fresh produce packaging

Emotion Is a Powerful Selling Tool

Dr Teplitski said it’s important to keep the following in mind when formulating a product story: Research by the IFPA shows that consumers’ emotions – especially stress – play a bigger role in buying habits than most realise. Consumer data indicate that food prices, global conflicts, climate change and AI-related job insecurity are the biggest stressors in Europe.

Fruit, vegetables and cut flowers serve as an emotional counterweight. “Flowers in the home have a tangible and beneficial effect on people’s wellbeing,” he said. He therefore encourages producers to consider not only fresh produce but also cut flowers as part of their offering.

Interestingly, “health” as a marketing message is not always effective. “When you tell consumers it’s ‘healthy’, they think of medicine,” he said. Messages centred on zest for life, vitality and longevity tend to resonate better.

Farmers who strike a balance between the three requirements for capturing consumers’ interest – economic benefit, environmental sustainability and emotional relevance – will be better positioned to compete in international markets, not on price but on value.

Dr Teplitski urged producers to invest strategically in innovation driven by consumer insights and market realities. “If you want someone to invest in your product, you have to show why it’s worth it – with facts, stories and emotion.”

Also read: India may be just the answer for SA fresh produce