Food recalls present major headaches for some marketers, but can be a silver lining for others.
The recent recall of more than 550 million eggs linked to salmonella outbreaks has large manufacturers and grocery store chains digging for answers. However, the small egg farmers that cater to localvores are reaping the benefits.
“Sales of eggs at farmers markets, co-operatives and roadside stands reportedly spiked over the weekend as news of the outbreak linked to at least 1,300 illnesses reached shoppers.” – MSNBC
While the percentage of eggs being recalled pales in comparison to the number produced each year in the US (less than one percent), consumers are quick to change their shopping behaviors when their food safety is threatened.
“Anytime something like this happens, people think a lot more about where their food comes from,” said Jackie Dearing of Bloomington, Ill., whose family runs Dearing Country Farms, a small-scale meat and poultry business.
This situation presents two marketing dilemmas:
- How should the large farms whose eggs are not being recalled react to this situation to reassure consumers that it’s safe to purchase their eggs at the grocery store? Are their marketing efforts strong enough to weather the storm?
- Are small-scale farmers being used as a safe stand-in only when there’s a food crisis at hand? How could they better market themselves to the consumers who only seem to come around when their normal shopping routine is disrupted?
