Here is an interview with my Foodpreneur Client, Fun to Eat Fruit. If you are a food entrepreneur or thinking of starting a food business, founder, David Salzman, tells his story, his journey from Kitchen… to Shelf…to Consumers Plate.
Getting Out of the Kitchen
What was the light bulb moment that drove you to develop Fun to Eat Fruit
Walk down the candy aisle of any supermarket where Super Heroes and cartoon images adorn almost every package of sweets and chocolates. Walk down the produce aisle and there is nothing to entice child or adult to eat healthier items.
What made you decide to work with The Foodpreneur in developing your food business?
The enormity of the food business with all of its layers, programs and distribution channels made me seek out an expert to guide me through these complexities and sharpen my company’s focus.
We read a lot about entrepreneurs need to understand pivoting (explain) and we have made changes to your concept. Can you give readers a few examples of changes that were significant in moving you along the path?
I thought the retail market would react to providing a healthy and interesting item to the Mom customer via their children. We have learned through greater outreach that corporate reaction has been far stronger. Companies “get” the healthy metaphor and are purchasing Fun To Eat Fruit for customer gift programs, wellness fairs and employee giveaways.
You and I have focused on developing the Minimum Viable Product (MVP) in order to reduce your capital expense and to expedite product launch. How has this helped you and what are a few examples of product development as a result of the MVP?
Our product launch into On The Vine (a specialty retail grocery) by focusing on product that was “good enough” to merchandise to consumers.
What were some of things you have learned on your journey with The Foodpreneur?
- Marketing – Developing our Brand Positioning Statement helped me focus on customer needs for both channels, retail and corporate. I have a good pipeline for generating corporate leads but needed to raise Awareness for the Fun To Eat Fruit brand with our retail customers. We decide to use a mix of Public Relations to tell our brand story and directly reaching out to influential Mommy Bloggers. Moms are the critical consumer segment for the brand. Mommy bloggers have devoted followers (both moms and some dads)... they strongly influence the purchase decision of moms seeking new ways to add variety and healthy options to the “job” of daily meal preparation.
- Packaging – Since the brand has a health focused brand positioning, we focused on eco-friendly packaging which is complementary to our brand positioning.
- The Business Side of the Business - always something new to learn such as how to pitch a retail buyer and pricing our product for the best value in each distribution channel we service.
See Dave’s Fun to Eat Fruit mommy blogger plan that netted a great blog post from influential blogger, MamaBelly
Getting on the Shelf
What are you doing to get your product on the shelf?
In addition to our recent trade show effort, the Made in America Expo, we have been testing at selected supermarkets and continuous sample our products. Sampling is critical to both our retail and corporate efforts… our product is so innovative that we know we have to get it in front of a potential retail buyer.
Fun to Eat Fruit On The Vine
Check out the article[LINK] where Dave tells us about the recent launch into On The Vine, a specialty retailer New Hampshire.
Getting on the Consumers Plate
What are you doing to get your product on the consumer plate?
- Social Media Facebook, Twitter, Pinterest
- Bloggers – specialty bloggers to influence others to try your brand
- Unique in store merchandising programs
- Focusing in building eCommerce sales
- Networking with other food entrepreneurs to see how they got on the Consumers Plate