In marketing their SunBursts cherry tomatoes, NatureSweet knows exactly who the product appeals to. They want to reach consumers who are in charge of their family's purchases and who prefer healthy products. With a sweet taste that appeals to children and healthy qualities that appeal to parents, NatureSweet thinks the product will be a hit with their target demographic.“Our target consumers is 'Anna,'” explained Michael Joergensen, marketing director for NatureSweet. “Anna is 38 years old with two children, and is motivated to instill healthy habits in her family. She is a problem-solver, and is always looking for creative solutions to get more fresh fruits and vegetables into her family's diet.” Looking at their product through the point of view of a mother who wants to get her family to eat healthier has served to focus NatureSweet's marketing efforts.
“It's our job to provide Anna with solutions,” said Joergensen. “It's our job to provide products she feels great about feeding to her family.” SunBursts boast an average brix level of 8.0, which is high for a tomato, so the product can appeal to children. NatureSweet also packages SunBursts in their proprietary star bowl container which Joergensen said helps protect the fruit and make the product stand out at the retail level. The goal is to make it as easy as possible for their target consumer to provide healthy options for her family.
“We strive to inspire our target consumer by providing meal and snack solutions that she can use at home,” said Joergensen. “Shopping for produce can sometimes be risky, and it's our goal to remove that risk. We want consumers to just pick NatureSweet.”
