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Looking back at history we now realize that America has not evolved into a "melting pot" of various ethnicities into one unified culture but rather a rich mix, or "salad bowl" of diverse cultures (or distinct "ingredients") that complement one another without losing their core flavors.

These market segments share a common bond through their set of values--like freedom, equality and prosperity--but remain separated by their diverse heritages. But, just as they have not assimilated, neither have their brand preferences. And food represents a key way to honor their history and maintain their cultural identities...it has also given rise to all new cultural identities that blend American traits with those of their native heritages.

Why is Salad Bowl Theory important to marketers? It is a reflection of our current and anticipated market's fragmentation. Moreover, between skyrocketing population forecasts, surges in purchasing power and soaring demand for specialty foods, marketers are poised for the most dramatic period of growth the industry has ever witnessed.

What is Salad Bowl Branding? Salad Bowl Branding is a strategy--and a set of best practices--for specialty food and beverage companies to leverage amid the most demographic shifts in U.S. history...which equate to the most striking revenue opportunities the industry has ever witnessed.

Yet in order to innovate in today's fiercely competitive food and beverage industry, marketers must target cultural segments, not mass market audiences. And with a new set of influential "tastemakers" to serve, marketers must do their homework so as to reap the potential rewards. This is the foundation of Salad Bowl Branding.

Read more about how markets are changing and what that means for today's brands in this article (PDF format). Just click here.

For FAQs on Salad Bowl branding please go here. Facts and forecasts located right here.

Download the single page ByLiner by author and Salad Bowl Branding guru, Steven Frissora.