Winning Customers In the American Food Revolution

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Case Study: Applegate

Can bacon or hot dogs be healthy? My heart hopes Applegate is the company that will make it so. Their “natural and organic meats” are an example of the sale growth opportunity created from offering healthier food products with their products now being sold in Whole Foods, Vons, Target and Trader Joes.

Applegate’s health-based competitive advantage comes from using animals that are never administered antibiotics or growth hormones. Their animals are fed 100% vegetarian diets organically-sourced. Their bacons and hotdogs are nitrate and nitrite free. There meats contain no artificial ingredients including fillers or preservative chemicals.

Applegate hotdogs are all natural. They contain just beef (no meat processing scraps), water, salt and spices. They are sold out of a store’s refrigeration case to preserve the hotdogs without the use of chemical additives. I grilled a few hotdogs and they are tasty. My next question is whether eating an all-natural hot dog will pass the acceptance barrier with my key food tribe, my wife and millennial generation kids?

The other marketing challenge for Applegate is that their animals are sourced from Australia and Uruguay. My first reaction was to disqualify them as a food I would eat because their meats were not locally sourced. Jerry Edwards, Applegate’s Senior Director Sales Strategy, explained to me their best sourcing plan was focused upon raising grass-feed animals and that Australia and Uruguay has an abundance of grasslands that enables the sustainable raising of cows. He further explained how Applegate uses flash freezing to ensure a non-chemical delivery to the customer.

Green wins customers and will grow sales

Your customers are going green and this mega-trend is reshaping your company’s path to revenue growth. Evidence abounds of how consumers are finding their own path to a more sustainable and healthier lifestyle. For example, solar sales are booming in states that enable rooftop installations because they provide homeowners with a guaranteed lower electric bill plus zero local emissions.

Commercial businesses from Apple to Walmart are investing in energy efficiency and solar because they generate double-digit annual ROIs while also building their brand alignment with key consumer groups like the millennial generation. Sales for health and wellness products are soaring while conventional food companies like McDonalds and the Coca Cola Company struggle to create top line revenue growth. The bottom line is that Green Builds Business.

Related articles:

 3 Keys To Sustainable Sales Growth

Sustainability Sells, Just Ask Walmart

4 Green Steps to Increased Small Business Revenues

Small Business Energy- Breaking The Barrier

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