Schemes of earnings in the field of nutrition. Product advertising: successful examples. How to advertise a new product launch

Trade in farm products uses all the main consumption trends: buy Russian, buy healthy, save time on shopping. Shops with farm products are opening all over the country, while the quality of goods varies everywhere. What business on Russian eco-products has a future?

The fashion for natural products without additives covers large Russian cities. Someone is looking for healthy meat, milk and vegetables in online stores, someone several times a month organizes food requisitions in the surrounding villages. The first city stores of farm products appeared in Moscow about 10 years ago, but we can talk about any successful development of the segment only in relation to Moscow and St. Petersburg. What is this business, what consumer sentiment is built on, what are the prospects. Will try to figure it out.

Fashion or trend: boom on healthy

Is the demand for natural so great? According to Nielsen, Russians are primarily inclined to buy at home: meat (81%), milk (80%), vegetables (75%) and fruits (67%). Patriotism is explained only by the favorable price, but also by the desire to purchase a natural product with a short shelf life.

As a factor inducing to buy domestic rather than global production, the Russians indicate:

• 56% - favorable price;
• 43% - “have already taken it, liked it”;
• 32% - safer ingredients and manufacturing process.

According to the Romir research holding, despite the crisis, Russians pay attention to the composition and shelf life of products, preferring environmentally friendly and fresh products without GMOs. According to a 2015 TNS study, 67% of Russians agree to buy more expensive food products, provided that they are organic.

Concerns about health in general and healthy eating in particular make people look for locally produced products on the shelves of stores: many console themselves with the illusion that Russian food production technologies lag behind world ones, so preservatives and nitrates are not used.

The growing interest of Russians in high-quality healthy food is also proved by Yandex statistics. For 10 months of 2015, compared to the same period in 2014, the number of requests increased:

• "natural products" - by 78%;
• "fresh products" - 3 times.

There is a demand for useful and natural products of domestic production and it is growing. Traditional networks and shops practically leave it unanswered.

Organic food market: in Russia and in the world

The prospects for farmers and their products are significant. However, today consumers and producers exist in parallel universes: it is difficult for farm products to get on the shelves of retail chains due to the requirements for volumes, selling prices, packaging, and the mass of the buyer comes to shop here.

In general, the Russians are not alone in their desire to join natural food. Organic products without chemicals and artificial additives are a global trend. To date, 84 countries around the world have adopted laws on organic farming. The EU biofood market is growing by 15-20% annually.

Organic market leaders in the world:

• USA - $29 billion;
• France - $9.2 billion;
• Germany - $5.2 billion.

What is in Russia? Our trade in natural products is in its infancy, so it has not yet come to the attention of official statistics. According to the Union of Organic Farming (POPs), in 2013 the volume of the domestic market of certified bioproducts amounted to 148 million dollars - less than 0.2% of the total food market. At the same time, 90% of eco-products are imported.

With the concept of "farm product" in Russia today there is uncertainty: the regulatory framework for organic agriculture is just beginning to take shape.

At present, in Russia, an organic food product is called:

• grown in conditions that improve the ecosystem, preserve soil fertility, protect human health;
• processed by biological/physical/mechanical methods in nature;
• obtained without the use of pesticides, chemical. fertilizers, growth stimulants, antibiotics, hormonal/veterinary drugs, GMOs, not exposed to ionizing radiation.

The formation of a full-fledged regulatory environment in the field of production, determination of the composition, labeling and certification of organics will help clear the market of pseudo-farm traders and identify real natural products. In addition, POP experts expect the market to increase to $300 million from the regulation of the legal field.

Farm Trade Models

Today in Russia, both farmers and intermediaries are engaged in the sale of natural products. Farmers use several ways: open specialty stores in production or online stores, sell to neighbors and through word of mouth, arrange deliveries to health food stores and restaurants.

There are three models of farm shops:

• Internet projects;
• traditional offline stores;
• projects using both sales channels: online and offline.

Features of traditional farm shops:

• Format. Most often used "At home" - a modest assortment is placed on a small area. Sometimes the store concentrates on only one type of product, such as dairy or meat products. For a small number of commodity items, it is easier to track the quality.
• Assortment and its structure. Wide or narrow, a large proportion of perishable products, up to 70%. For comparison: in large supermarkets, the share of products with a short shelf life is 7-15%. Outlets selling exclusively local farm products usually offer a seasonal selection.
• Markup and prices. Prices are higher than in supermarkets. Abroad, products labeled "organic" are 20-30% more expensive than their counterparts. In Russia, the difference in prices is greater: the markup on healthy products can be 50, 100 and 200%. The market is not developed, the culture of healthy food consumption is in its infancy - this is how a creative attitude to prices is born. In some cases, high margins are set deliberately high in order to support farm production.
• Selection of manufacturers, examination of products. Real farm shops set high standards for product quality and organize a rigorous selection of suppliers. This is done by technologists or specialists of the internal examination department, and at the stage of concluding a contract they check raw materials and production processes, then the product undergoes monthly laboratory examination.
• Service. Individual orders of products and other features are possible.

A few words about network projects. Today, there are physically few farms in Russia, so they simply cannot cope with large volumes of supplies. Some networks are forced to cooperate with small industrial producers in addition to farmers. Calling such projects farming is hardly true. But if the goods are tested for quality and naturalness before being placed on the shelf, then we are talking about “healthy food” stores.

As for services for the delivery of fresh and organic products. The intensity of Internet use is not uniform across Russian regions. The share of active users is growing, but so far only residents of large cities are ready to place online orders for products. However, the future lies with specialized online stores of organic products that will cover the needs for healthy food and allow consumers to save time on shopping trips.

Successful farming projects

There are many players in the organic food trade today. Basically, entrepreneurial activity in this area is concentrated in Moscow and St. Petersburg. In the capital, for example, the number of stores selling farm products goes into the hundreds (including online trading). How is business organized in three well-known Russian projects?

Izbenka and VkusVill: a chain of eco-food stores

Andrey Krivenko's chain of traditional healthy food stores is developing simultaneously in two directions:

• "Izbenki" - small establishments (15-20 sq.m.) with farm dairy products with a short shelf life. Assortment - up to 70 items.
• "VkusVilli" - stores with an area of ​​60-120 sq. m with an assortment of 700-800 commodity items: meat, fish, fruits, vegetables, bread, juices, sweets, etc.

Are all products really from farms? No, but the network does not hide it. Of the 200 suppliers VkusVill works with, 10-15% are large industrial enterprises, the remaining 85-90% are small industrial producers and farmers.

How the business is organized:

• the network's mission is to think about the buyer first;
• cooperation with trusted suppliers, 3-4 for each type of product;
• a small assortment (600 positions per 100 sq. m.), 70% of which is “fast port”;
• lack of own production;
• strict quality control (collection of customer reviews, laboratory examinations, production audit);
• sale of goods under private label (own trademarks);
• low margin for the segment - 55-56%;
• average check - 500 rubles.

The network's indicators prove its effectiveness: the number of Izbenok opened in Moscow is 300, VkusVillov is 130, the network's revenue in 2015 increased by 40% compared to the previous one.

Moscowfresh: online store of market and farm products

Moscowfresh positions itself as an express delivery service for fresh produce. The founder of the company is Lev Volozh. The assortment includes farm dairy and meat products, poultry, quality goods from Moscow markets, imported chilled fish, vegetables / fruits, as well as pastries, tea, coffee, sweets.

How the business is organized:

• prices are higher than in supermarkets, but lower than those of competitors;
• minimum order - 1,900 rubles;
• delivery within the Moscow Ring Road costs 290 rubles. and takes 2 hours (urgent - 90 minutes);
• assortment - premium quality products from trusted suppliers (Moscowfresh quality is confirmed by certificates from city markets, it also guarantees its own control);
• Items you don't like can be returned or replaced.

LavkaLavka: for the sake of both the buyer and the farmer

The most recognizable farm brand in Russia is LavkaLavka. The project originated in 2009 in the form of a LiveJournal account, when not a single farm online store existed yet. In the first year of operation, the turnover of Lavka amounted to 900 thousand rubles, in 2014 - 250 million. The company was founded by Boris Akimov, a former artist and programmer, now a real farmer and ideologist of a return to organic farming.

Today LavkaLavka is:

• 5 offline Moscow farm stores and an online store with a developed network of pickup points;
• restaurant "Mark and Lev";
• farmers' market at Mega Khimki;
• a farmer's cooperative whose goal is nothing less than the revival of agriculture and the lost Russian gastronomic traditions.

LavkaLavka is a farming association and a powerful communication channel between small agricultural producers and urban residents. Suppliers of "Lavka" - members of the cooperative - small and medium-sized farms that have been certified according to the Internal Standard LavkaLavka.Expertise. Large agricultural enterprises are closed to Lavka.

Prices for organic products here are high even by Moscow standards. However, the cooperative does not pay dividends, investing all profits in the development of the project. Therefore, purchasing goods at premium prices is a conscious choice of Lavka customers, and a kind of investment in responsible Russian agricultural producers. LavkaLavka regularly launches crowdinvesting (aka crowdfunding), the money raised goes to the development of farms.

Project idea:

• the consumer is 100% sure of the quality of Lavka's products;
• a certified farmer does not compete with a reseller, receiving a stable distribution channel and payment adequate to the labor invested.

Unlike Moscowfresh, Lavka considers farm products (healthy and useful) only those products that are produced in accordance with all the norms of eco-farming and does not trust the word of suppliers.

As an afterword

Dozens of regional and metropolitan farming projects, responsible producers and / or sellers providing citizens with safe and healthy food remained behind the scenes. The store of natural products is both a sought-after business and a socially significant project. Russia's turn to organic farming, and the population to natural food, is a matter of the near future. Therefore, farming, production and sale of healthy products is a long-term trend. Join.

On the shelves of stores, two main groups of food manufacturers can be distinguished: local and global (federal). For most consumers of regional markets, an important consumer stereotype is the local “origin” of the goods (especially for mass market and mild goods), there is an opinion that these goods are of better quality and cheaper, there is also some consumption inertia, such as “we always bought this product” . In all major segments of food products, in each regional market, there is a unique competitive environment of goods and manufacturers. Regional and federal brands have different opportunities and resources to promote and advertise food products in each territory, which provides a variety of approaches and methods of advertising and marketing promotion.

Food advertising depends on the goals of the advertising campaign and the correct choice of the target audience. Advertising media, where product advertising will be distributed, are also selected based on the goals and target audience.

At the stage of brand promotion, the target group is the end consumer, his loyalty and ensures a constant level of sales, and this affects the level of sales of wholesale buyers. Thus, advertising products can also influence the loyalty of wholesalers.

The goal of the manufacturer at the promotion stage is to achieve brand awareness among the target audience. Advertising of products at this stage should be massive. That is, advertising of products should use media with the widest possible coverage, such as television. At the same time, it is recommended to carry out promotions at points of sale. Promotional advertising of products will allow consumers to try a new product.

Advertising products in the press will maintain a constant interest among the target audience. Mostly for this purpose, advertising products in magazines are used. Also at this stage, you can also arrange promotions and all kinds of contests.

If you have a new product - feel free to tell people about this new product.

Food looks appetizing only when something is done with it. Therefore, product advertisements should show the process of cooking. For example, show close-ups of how your product is cut, whipped, poured, etc. Let it be heard how your product is roasted, or how coffee is poured.

All residents of the former USSR associate product advertising with the first Mars and Snickers advertising. It was remembered by consumers due to the beautiful demonstration of the ingredients of the bars. And the words "thick layer of chocolate" were remembered by everyone for many years.

The text should follow the picture, not the other way around. The text should be simple and understandable.

If the product is new and unknown, then you need to show how to prepare it. This technique is often used to advertise bouillon cubes and mayonnaise.

Product advertising on radio is less effective than on television. It's easy to explain - product advertising on the radio cannot convey a visual image, and it is very important. Therefore, product advertising on the radio is used only as an auxiliary, to support television advertising. These are mainly products for young people, soft drinks, chocolate bars, the look and packaging of which is familiar to everyone. .

Advertising products in print media allows you to more accurately reach the target audience. This is especially true for advertising products in magazines, since they have a very high selectivity of the target audience. Also, color photographs on good paper produce a more favorable effect on readers.

Product advertising in a newspaper is faster than in a magazine. It can be used when carrying out any promotions, or launching a new product on the market. Advertising products in the newspaper is good because you can publish an article about the product there. In this article, you can describe all the competitive advantages of the product.

Outdoor product advertising is used in large-scale advertising campaigns using various media. Outdoor product advertising is particularly effective in bringing new products to market. In this case, it is recommended to develop a creative and memorable layout.

The effectiveness of advertising activities significantly affects the behavior of consumers when choosing a product (services) and making a purchase, not the last role is played by the stereotype of the client’s thinking, and I would like to consider the effectiveness of advertising activities precisely on the example of the consumer’s stereotype of thinking ..

The attitude of the client towards himself, the company, the product, the media, etc. absolutely certain, visible, audible, therefore it is believed that advertising will be more effective if it first takes into account stereotypes, and then the needs of customers. Thus, firms engaged in international business, in particular, must take into account stereotypes, often called regional specifics. For example, in the countries of the Muslim East (a promising market), holy symbols (images of Mecca and the cross) and women are closed to advertising.

An effective marketing and advertising strategy is not to create "your own" stream of customers, but to synthesize existing streams, taking into account people's stereotypes. A lion can chase an antelope all over the prairie, or it can wait for a whole herd at a watering hole. Often the general problem of how to make an advertisement narrows down to targeted specific tasks, how to "saddle" the formed flows. For example, the baker Filippov (the supplier of the royal court) strove to have his bakeries on the corner of the streets, where at least two human streams intersected. And the owner of a store in the USA printed his own "bills" and put them into circulation, i.e. sold this “money” for $9 to his customers within a few days, giving them the right to purchase goods in the store for $10. As a result of influencing the stereotype of buyers - to buy more goods for the same money - an ingenious businessman quickly raised the $5,000 needed to renovate the store. .

An American gasoline company organized an advertising sketch, an example of a “good” worker was a guy dressed in a new snow-white overalls, and a “bad” one was a man in dirty, oiled overalls. The host put both at the column and turned to those present with the question: “What would you think if you drove into the station and saw these guys?” From the side of the audience a voice was heard: "I would have thought that one of them was a slacker."

The Americans conducted an interesting experiment: 300 smokers, committed to one of the three regular varieties of cigarettes, were offered only three types of varieties, but without a label, to identify "their own". Only 2% of long-term smokers were able to recognize them; it turned out that most people form a stereotype to the label.

It has been verified that the beggar's hat will replenish faster if he thinks of turning to decently dressed passers-by with a request to give 5 rubles instead of 10, the trick works, because the stereotype does not allow taking money from beggars.

It is also necessary for effective advertising to target a specific consumer. For example, in order to create an effective video clip of sleeping pills aimed at housewives, the screenwriter asked them to continue their unfinished sentence: "I'm afraid that if I fall asleep, then ...". The end of this sentence was unexpected for the man: "... no one will do my housework." This hint allowed him to emphasize in advertising that nothing terrible would happen to the household if, for the purpose of relaxation, a woman took a nap for a few hours after dinner.

Also, to increase the effectiveness of (rather primitive) advertising, one merchant placed it on the ceiling of his store, and hung a notice at the entrance: “Please do not look at the ceiling!”.

When laws on drinking and driving were tightened sharply in the UK, the demand for juices sold in ordinary glasses increased. However, soon one of the firms realized to bottle juices with labels (and price!), like alcoholic beverages, as a result, the popularity and, accordingly, the volume of sales of juices of this company increased dramatically.

If the same movie is shown in different theaters but with different endings, is this a sure way to stir up mass discussion of it, than a method to increase efficiency?

Below are a few more examples to improve the effectiveness of advertising:

Employees of the Volkswagen concern did not attend trade union meetings after work, the leaders of the concern offered the boss to postpone their non-working hours, but the boss rejected this proposal and ordered a lottery to be organized among the participants in the meeting. The winner received the car, the visitation problem was solved, it should be emphasized that the cost of the prize car was much less than the expected losses from the meeting during working hours.

Conducted research among farmers in the United States about equipment for automatic milking of cows, there was an unexpected answer that the most important thing is not power, not convenience, but ease of washing after use.

Thus, we can conclude that the effectiveness of advertising activities depends on many factors, such as: stereotype of thinking, a particular customer, regional specifics, etc., that the competition of food producers in almost all segments requires not only the construction of effective channels distribution, but also the need for advertising, highlighting the product, increasing interest in the product, increasing the number of buyers and forming a group of regular consumers. Sales promotion is the main task of the complex of BTL services aimed at stimulating demand and increasing the speed of turnover.

It is very difficult to surprise an ordinary user with anything, and even more so, to induce to make a particular purchase. This is especially true for absolutely new and unknown goods. Therefore, manufacturers and marketing firms go to great lengths to promote their new brands in such a congested consumer market. In any case, to attract attention, you need to have a creative approach and a lot of creative ideas. We will tell you more about what a successful advertisement of a product from the new line is like below.

Difficulty in launching a new product

Most PR people know firsthand how difficult it is to promote a new product. Especially when dealing with a cult brand. In this case, advertising the product simply forces you to take risks. And, as they say, "who does not take risks, he does not drink champagne."

This is exactly what the creators of the Red Bull energy drink did. First, they came up with a jar that is small in size and looks like a battery. And, secondly, they deliberately increased the cost of the drink (about 2 times) and began to place it not only in the drinks department, but also in others, for example, bread or milk.

Moreover, branded cars with a huge can of drink at the top began to drive along the streets of cities. Behind the wheel sat beautiful young girls. On certain days, they stopped in crowded places and handed out jars of new energy drinks for free. Such complex and unusual advertising of the product brought its results. The product became recognizable and took its place of honor along with such giants as Pepsi and Coca-Cola.

If you want to advance yourself, remind about useful and ordinary things

When promoting a new brand or trademark, traditional approaches are often used that do not bring results. Taxi service companies, for example, are choosing a tactic that has been tried and tested for years, but partly does not work. Most often they publish advertisements in the press, rarely make videos on TV, and even use asphalt to create a stencil with the name of the service and phone number.

However, product advertising does not always have to be the same type and standard. Sometimes creative ideas are perceived by people much better. And skillfully filed and partially veiled advertising, and even bearing a certain benefit to the buyer, will be an excellent tool.

This is the approach taken by a Canadian taxi service called Mike. They not only printed advertising booklets with the address, phone number and a brief description of the service, but also made a kind of map of local cafes and restaurants. A potential client opens such a booklet and sees where the most delicious Viennese waffles are served. And then he reads the phone number and the name of the taxi service that can take him there. Original, isn't it?

There are not many ads

Advertising a new product should be constantly in front of users. This method was used in their advertising by representatives of the well-known marketing company HBO. Shortly before the third part of the continuation of the cult series "Game of Thrones" began to be broadcast on large screens, a huge shadow of a winged dragon periodically appeared in newspapers, magazines, on vehicles and even on the walls of buildings.

Because of this successful, in our opinion, publicity stunt, people simply could not help but think about the release of the new season of the series. As a result, the number of viewers watching the series, struck the imagination of even the most malicious film critics. And the telesaga itself was recognized as the most successful project in the history of a marketing company. As it turns out, HBO advertisers know how to make product ads stand out and be effective.

Great ideas don't grow in garden beds.

Sometimes long-standing rivalries are used in advertising for new products. For example, a high-quality advertisement for food products from a farm in Dallas clearly demonstrates a similar trick. On a beautiful poster, you can see fresh vegetables neatly packed in a red box. Notice the similarity? This picture looks like french fries from the famous McDonald's. And this is the confrontation between natural food from the farm and hard-hitting fast food.

An ad that sparks fantasy

Some PR people create ads with a special meaning. And they do it in such a way that different people have the most unexpected associations. For example, this is the case with shoe advertising. When creating a bright poster for TM Brazilia Shoes, a white background was chosen, on which there were female legs in magnificent colored tattoos.

It is noteworthy that they were without shoes. The girl, whose legs are shown in the photo, stood up on imaginary heels. On the one hand, such advertising said that the advertised shoes are so light that you almost don’t feel them. This was evidenced by the birds depicted on the legs and the legs themselves, raised on half-toes. On the other hand, they seemed to emphasize that ordinary Brazilian girls do not wear shoes and this is the prerogative of wealthier ladies. Who knows what was meant? Perhaps the author just liked such graceful female legs ?!

Successful product advertising: examples

The originality of the ideas of PR people sometimes just rolls over. For example, the chewing gum company Orbit turned to graffiti artists for help. Those, in turn, depicted huge faces of women and men on the pavement. At the same time, instead of a mouth, they had pits, drains, sewer and ventilation hatches.

Such advertising of products (photo can be seen below) is symbolic and needs further clarification. In particular, with such drawings, the authors of the advertisement wanted to draw an analogy between a mouth with an unpleasant odor. In other words, if you haven't eaten two Orbita plates, your mouth will be the same as in the picture. Simple and clear.

Today, a growing number of people prefer to be scrupulous about the products they eat. Not only labels containing information about the composition, but also data on the area where this product was produced are subjected to careful study, from which a conclusion is made about its ecological and chemical purity.

In America and Western Europe, the demand for natural food has ceased to be just a fashion trend, but has become an urgent need of people among whom there are such ardent fans of eco-food that they resemble religious sectarians.

Organic food has already split Western consumer society: there are even separate shelves with these products in supermarkets for them. Today, the demand for it is growing in our country.

Organic food: what is it and why does it cause so much controversy?

I am what I eat

Organic food is called so because of the way of managing, which owes its appearance. This means that when growing fruits and vegetables, farmers should not use synthetically obtained substances that accelerate plant growth, destroy pests, increase the shelf life of products and improve the appearance of plants.

In animal husbandry, with this method of farming, the use of antibiotics, growth stimulants, hormonal drugs and other achievements of the chemical industry and genetic engineering is prohibited.

The processing of raw materials into finished food products must also be carried out according to certain standards without the use of refining, chemical odors, dyes and substances that increase the shelf life.

All these principles make it possible to produce food products that are guaranteed not to contain unnecessary chemical elements that can harm human health.

Minimizing harm to nature: truth or myth?

When growing plants, the means and methods of their processing and cultivation permitted by special documents are used. As a rule, compliance with the locality becomes the main principle.

But scientists know that even abandoning artificially synthesized substances that help agriculture can cause a serious blow to the environment, even if, at first glance, organic food is grown according to all standards.

Natural fertilizers for high efficiency must be applied in large quantities, which is very expensive for farmers. It can cost even more to groundwater, which can get organic pollution in this way, which, in turn, will lead to a whole chain of adverse consequences for nature and humans.

Since when growing plants without chemical fertilizers and insecticides that have become traditional for agriculture, the yield is lower than with these substances. This way of cultivation forces farmers to use more and more new plots of land, which can lead to the destruction of a significant amount of forestland.

Can organic food hurt?

European legislation already allows for the use in the production of bioproducts many additives marked "E", and not all of them are harmless. In addition, organic food can potentially be a source of poisoning with so-called mycotoxins, since its production excludes the use of insecticides for grain treatment, which means that many pests, including fungi, can leave traces of their vital activity on products.

Are organic products tastier and healthier than conventional ones?

If you go to an organic food store and buy a basket of groceries there, and then do the same at the nearest supermarket and take your purchases to the laboratory, where they will analyze the nutritional value of both products, then most likely the results will not shock the curious buyer.

The difference in composition can only be found with regards to antibiotics, artificial colors, preservatives and other "synthetics", as well as pesticides used to treat pests of crops.

As for pesticides, according to the concept of growing eco-products, the use of these substances is allowed if they are isolated from living organisms. However, studies conducted in the United States have shown that more than thirty percent of even such pesticides remain in eco-products and enter the human body, accumulating over the years.

Where to buy such food?

One can imagine what organic food means to a person who is terrified of the achievements of the modern food industry, which in recent years has become more like a chemical one.

Ancient wisdom says that food should be medicine, and medicine should be food, so the desire of consumers for the best products is as natural as the desire of every person to be healthy.

Organic food in Moscow, for example, is no more accessible than on the periphery for the simple reason that in the provinces many people cultivate their own, albeit small, plots of land, so they can boast of their cucumber and apple, and also put up the surplus for sale.

Therefore, when looking for organic food in the provinces, one should pay attention to private ads in the newspaper and collective farm markets. But such a method exists at the buyer's peril and risk, because the products are unlikely to have passed veterinary control and are certified, and in the absence of the use of synthetic chemicals in food production, the seller is unlikely to provide a guarantee.

Another thing - or counters in supermarkets, decorated with bright signs with a corresponding call to buy organic food.

Organic lovers, rejoice!

Yes, those same cups of raspberries and bunches of greens from grandmothers on the market can also be proudly referred to as "organic food". Reviews about it among lovers of natural farming products are much more favorable than about specimens of traditional intensive farming that are ideal in shape, size and color, decorating store shelves.

The same can be said about organic products produced on an industrial scale. Many stores in our country have special racks where only organic food is on sale. Customer reviews without prejudice about the benefits or uselessness of such food are especially interesting. On one of the forums such purchases were discussed.

Perfectly shaped organic tomatoes, purchased at twice the price of the rest, failed to impress consumers. Purchases were made in April, which means that the fruits were grown in a greenhouse, which deprived them of a significant part of their organoleptic properties.

This means that no matter how the farming method is used, the taste of organic food cannot be significantly different from the taste of non-organic food. A similar opinion is shared by many people who leave their impressions of such purchases.

Why is organic food so expensive?

The disadvantage of organic food in our country, and in the West as well, is the high price, which is due to the costs of producing these products. Low productivity, death of plants from pests are the result of the rejection of modern methods of farming, which inevitably leads to high labor costs.

Due to the rejection of preservatives, products deteriorate faster, and long transportation and storage, even according to all the rules, can spoil a significant part of an already poor crop.

All these costs fall on the shoulders of the consumer, who decided not to save on his own health.

Organics and Russian law

While many Russians enjoy the benefits of going to the organic food store, Moscow has been slow to legislate the cultivation and production of organic food. The reasons for this are not entirely clear, however, when buying products of domestic manufacturers that place the words "Organic", "Bio", "Eco" and others on the labels, one should not be under illusions and put such products in a basket without carefully studying the label.

Steps towards the preparation of the relevant regulatory framework are still being taken by the Government, because in 2016 the state standard on the rules for the production, storage and transportation of products, which today we call "organic food", came into force. What is it, a step towards the reform of the food industry or a movement towards the development of natural farming, will show the further development of events.

The domestic import substitution program also contributes to meeting the demand of the population for environmentally friendly products in the domestic market. This also applies to the Western market, since the demand for organic food there has been formed for a long time and is growing steadily.

Many companies specializing in the production of organic products intended not only for food, but also for household and cosmetic purposes exist and successfully operate in Russia.

Or maybe even harmful?

The reasons why modern poultry farmers, livestock breeders and crop growers use pesticides, antibiotics and anthelmintic drugs in growing their products are not limited to the thirst for quick profit and the desire to save the crop at all costs.

The elementary concern for the safety of the end consumer, dictated by the requirements of the law, forces them to introduce such drugs, because, for example, the risk of getting sick with salmonella when eating organically grown chickens is three, and sometimes even five times higher.

The same applies to plant products grown on soil fertilized with manure, which is a favorable environment for the development of many pathogenic microorganisms.

Will synthetic food save the planet?

Analysts believe that the mass application of the principles of organic farming and animal husbandry on our planet is not expected. The growth of the planet's population is too great, and in order to feed humanity, organic food is simply not enough for everyone, even if all the forests are cut down and used to fertilize the soil, therefore, organic food is not intended for a planetary scale solution.

Organic food has a lot of advantages, as well as disadvantages, so it cannot fully claim the title of the most useful, nutritious, tasty and healthy. But this does not prevent you from enjoying it and making it part of your daily life and family food culture.

Recently, on our assignment, one of the major advertising and marketing agencies compiled a portrait of the target audience that buys products with the Konovalovo Ecofarm brand.
So who is our customer? These are people with an average income and above average. They love natural farm products from the market, from a trusted natural food store or from a proven farm, they live mainly in “cities with a million people”. They are active, modern, educated, advanced, open to the world, love to experiment, travel a lot. (Europe - shopping tours, beach holidays). They work hard and earn good money, they are used to relying only on themselves. They believe that with their intelligence and talents they will “win their place in the sun”
They don't trust frontal advertising, they don't trust official medicine. Carefully monitor themselves - take care of themselves and their health, supporters of a healthy lifestyle and nutrition. They are far from indifferent to what and where to eat, where to live, what to wear and what to ride. Willing to pay extra for additional benefits. They love themselves and their loved ones, take care of them.
Our consumers actively use various brands. They are also very concerned about the deteriorating ecology, the naturalness of products. They are set up for natural, safe and healthy nutrition. They are willing to overpay for products that will bring them this benefit and benefit.
Their main experts are family members, close friends, sports colleagues, family doctors, representatives of alternative medicine or reputable eco-farmers. Each family has its own, for example: someone lost weight using a certain method and got results, so now they trust a doctor, a psychologist or the coach who supervised this process; someone loves homeopaths, etc. At the same time, they very carefully study the label and materials on the history of the origin of the product that accompany the purchase (booklets, video screensavers, articles in reputable magazines, information in health programs). In addition, they carefully study all the information that concerns their children or that the child brings from school or kindergarten.
It is this category of people who is very much concerned about the deteriorating environmental situation in the cities of residence and are trying to somehow counter this by giving preference to environmentally friendly food. They trust our personal brand, which is the most consistent with their presentation of an exclusive, natural and environmentally friendly Russian product, with my personal recommendation of natural quality and transparent origin.
Therefore, for our target audience, we were recommended to use this version of the logo (see below) and this promotional video