The AERU Value Chain Compass

Consumer Focus

Engage

The research found that in many markets, consumers are using smart phones and other modern communication technologies to find out more about their food and beverage products. This creates opportunities for producers and processors to engage with the final consumers of the value chain; for example, by using QR codes on their products to connect the purchaser to a detailed website.

Other possibilities found in the research were to use product ambassadors in retail outlets and developing an ongoing digital presence using social media.

Questions for developing a value chain

• What tools does the value chain use to engage with its final consumers?

• How can the value chain ensure its on-line or digital presence is engaging to the consumers in its target market segments?

• What language understood by these consumers can the value chain use to communicate the quality attributes of its products?