Importance of Transparency For Fresh Food Wholesalers
A study was conducted by a US fact-based research and consulting firm – and their focus was on food – its related products and services. The study found out that 58% of the consumers gave importance and paid attention to eating healthy food and nutrition.
In addition, the finding is a clear representation that people lay a strong emphasis on healthy eating and leading a healthy lifestyle. They are more conscious about their health and food choices. This directly impacts the need for high quality and fresh food items on a daily basis.
Sara Monnette is the Sr. Director of Consumer Insights & Innovation at Technomic Inc. She mentions that menu transparency is essential as it can help drive the sales when you consider healthy options. She also said, "Telling an ingredient’s story – whether it’s farm-raised, local or GMO-free for instance, can directly impact consumer decisions about what to order and where to dine."
It is very important that businesses have transparency when it comes to communicating with their audience. Currently, there is a unique demand for marketing contents and business communication to be more accurate. In addition, it has to be more effective and appealing.
Transparency – a vital key to reaching out to the consumers
Freshfel/Europatat held their 2016 annual meeting in Brussels. They presented a video – 'The Future of the fresh produce and potato sector'. It highlights the vital role of transparency throughout the sector, all the way to the consumer.
The video gives an insider’s view from the individuals who are employed within the sector and how the consumer has evolved in the modern age. It also lays emphasis on all the people who are part of it.
Hein Deprez, from Univeg, mentioned in her opening statement, "As an industry, we have to speak with full transparency throughout the entire fruit and vegetable sector to communicate with the consumers in an open, transparent, objective way. This means that you have to tell them the entire story about all fruits and vegetables. When you only tell a story about one particular type, all of the different information runs the risk of contradicting each other and confusing the customer, causing distrust. Then you kill your own business."
In addition, Stephan Weist from REWE mentioned, "Retailers in many parts of Europe are working hard to ensure that what you see on the outside of the packaging is also what you get on the inside. It is no longer a surprise whether or not a blueberry, for example, is sweet and juicy. Planning has improved and varietal decisions which were often made by the front end in the past are now being made by the back end who are experimenting and making adjustments in the supply chain."
Transparency – with supply chain
In 2015, The Produce Marketing Association (PMA) held a conference in Rotterdam, Netherlands. One of their major agendas was to highlight transparency – as one of the vital factors when it comes to efficiency – in the supply chain of fresh produce.
There are many players when it comes to fresh produce and the role they play in the international supply chain. It can get complicated with competing interests. It is apparent that the participants in the supply chain – with transparency and open communication can create a highly efficient system. It is noteworthy, when you begin to introduce a greater degree of information and in the longer run, it will benefit everyone who are a part of it.
However, what are some of the risks?
Sophie Tolk, Business Manager Agrofood, Port of Rotterdam, said, "In general, the main challenge to getting more transparency within a supply chain is that not all parties benefit from transparency at the same time." She further added, "Shipping lines are not always happy to share more information because that information could show where things go wrong."
Sharing too much information and the risks are not entirely taken up by a shipping company. With greater transparency, the other players like: exporters, importers, wholesalers and retailers could benefit – as well as lose out on something.
Travis Harris, of Harris Farm Markets said, "There is a risk of having too much information." He is a co-CEO of a family company. It comprises of 23 stores, a wholesale business and also a fresh produce import and export arm.
When dealing with your customers – transparency will build trust and provide an edge over competitors. However, when you begin to share information – your competitors can leverage your information and try to benefit from it.
Harris said, "If you're transparent, others will be forced into being as transparent as you." He also mentioned, "You are at risk being the first, but I think the risk is worth taking."
The importance of transparency with the youth market
The lifestyles of consumers are changing rapidly. This includes a lot of young consumers. Many of them express their need to invest accordingly in fresh produce and nutrition. Take the example of vegetarians and vegans – their numbers are increasing too. It is a great opportunity for the fresh produce sector to take advantage of this market.
Currently, social media is a vital tool. It is widely popular with the younger consumers. The fresh produce industry needs to reach out to the younger generation about the benefits of fresh produce through this highly-effective channel. Another added advantage is to let the young people take charge of this form of communication – sharing and encouraging the many advantages of eating healthy.
There are plenty of ways to reach out to the young consumers. However, it is the sole responsibility of the industry to be transparent and educate the youth about the production process – and health benefits when they opt for fresh produce.
There were other speakers who also emphasized on the point – the fresh produce industry must reach out to the young consumers. They mentioned that there is a wide range of products available when compared to 40 years ago. Subsequently, these varieties have plenty to offer when it comes to all the different markets.
Transparency and globalization
Successful businesses are growing at a fast pace. Along with that companies choose to expand into the international scene. Subsequently, there is a major demand for professional translation services.
Currently, the major benefits of translation include:
- Between businesses there is more progress in cross-cultural communication
- Assists you in reaching out to potential future clients
- Helps in communicating in a foreign language that you are not familiar with
- Appeal to your demographic
- Potential clients/ customers learn more and get your products quickly
- Exchange of goods takes place at a faster pace
- Render trade
- Improves commercial relations
Translators play a significant role in global business. They will help you with cross-cultural communication. Professional translators will adapt quickly and help your business communication to be translated in to the targeted language. Thus, helping you save you plenty of time, resources and generate more revenue.
You need to stay updated with the latest business trends – and your marketing content and everything related to it needs to be thorough. This includes your corporate communication and the updated contracts – all need to be ready to be shared with your client.
When you begin to do business with different countries, it implies that you will be communicating in a foreign language. With professional translators it is ensured that your message will be consistent throughout the entire document – from a catalogue to a website, you will be drawing a lot of potential customers.
You need to make sure that your marketing and the content related to it – appeal to your audience. Secondly, they should also deliver the precise and relevant work, keeping your client’s values and attitudes in mind.
Good translation will help establish a logical communication between your business partners. It helps render trade and improves customer relationship.
For example, when your product descriptions on the website have been translated accurately, order confirmations and other relevant documents sent out a clear message – you will avoid all forms of misinterpretations. You will be selling your products faster and achieving quick and better results.
There will be a scenario where your client will be completely impressed when he reads the leaflets, brochures and the content on your website – in their native language. It builds trust and communication. They will be purchasing your products at a faster pace and willing to build a stronger, sustainable relationship with you.
Additionally, your clients may request you for services like:
- Website translation
- Document translation
- Personal translation
Considering the last decade – there has been a major rise and demand for international fruit and vegetable wholesaling companies. In these scenarios, one of the most sought after services by different businesses has been the need for transparency – in the form of official document translations.
In addition, consumers want to learn as to how their food is being produced – whether it involves the environmentally friendly practices, with chemicals or without them. The present consumer is smart and they would like to know more – before they put food on their tables for their families and themselves. Even top restaurants and other major establishments take the matter seriously – regarding the source of the fresh produce – where they are coming from and what goes in its production.