Looking back at history we now realize that America's various ethnic groups have not evolved
into the great "melting pot" that we learned of as early as our grade school years. Instead of one unified culture, America is a rich mix of many cultural groups.
These market segments share a common bond through their set of
values — like freedom, equality and prosperity — but remain separated by
their diverse heritages.
Just as they have not assimilated, neither
have their brand preferences, with food representing a key way to honor
their history and maintain their cultural identities.
Watch our short video and see how the nation more aptly resembles a "salad bowl" of diverse cultural influences (or distinct
"ingredients") that complement one another without losing their core
flavors.
In fact, our different heritages not only make this country unique — they make America the lively, diverse and passionate nation that it is, with citizens forever open to new ideas, ways, styles and products. And we're a nation open to new trends and new tastes — as proven by the many cultural markets that not only influence the
trends and tastes of their own cultural groups, but of many other
groups, as well as mainstream audiences.
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. An in order to innovate in today's fiercely competitive food and
beverage industry, marketers must target cultural segments, not mass
market audiences.
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 what we call "Salad Bowl Branding." In this age it's the savviest, not necessarily the strongest, of specialty foods companies that will win… and in this age, daring to be different signals far less risk than remaining the same.
Covering these dynamic markets — and the unprecedented opportunities for today's marketers of specialty foods and beverages — is why we've launched this "Salad Bowl Branding" blog.
We look forward to sharing our opinions, getting your feedback, engaging in dialog and bringing you the most recent statistics, forecasts and developments in this ever-changing and always exciting industry.
Read the newsletter by clicking here.
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