It’s award season for the food industry with some iconic award processes already underway. This blog is looking at how relevant the awards are and if it’s important from a Buyer’s perspective that a product carries an industry recognised award.
So, you’re an artisan producer and you’re just starting out. You’re really happy with the product, friends and family think it’s incredible and your confidence is starting to build from sales in farm shops, at food fairs and even online. Now you need to start to think a little bit about marketing. It’s a scary thought; spending some of the money you’ve worked so hard to earn when there isn’t a tangible return on investment. Naturally you want your product to stand out. You want to give people a reason to pick it up and buy it.
So you reach the conclusion that your product needs an award, a badge of honour, a mark of trust; but which one? will it demonstrate an appropriate return on investment? will people care? These are all the right questions to be asking if you’re going to spend some of your hard earned cash but I want to consider this from a buyer’s perspective and discuss whether it’s important to a buyer.
Firstly, to answer the question of whether awards are important: the quick answer is yes. Awards are like a Masters degree for a job candidate, they’re not essential but they are important and they’re certainly not a deal breaker. What awards demonstrate to a buyer is that your product has credibility and it has been independently supported. You can tell a buyer how amazing your product is until you’re blue in the face but it’s your baby, you wouldn’t ever call it ugly even if it looked like a thumb! It also tells a buyer that your product delivers against expectations. A lot of awards are designed to assess a product’s suitability based on packaging and description.
OK, so which award should you go for? Well, there is a whole plethora of options to choose from so select carefully. The Great Taste Award is fast becoming the best-known and most subscribed to award for producers large and small. It is even beginning to resonnate with consumers as a recognisable brand in its own right so I would definitely be recommending that one – and it doesn’t break the bank. I would also advise that you enter any free award; there are a number of them out there and why wouldn’t you? Other than that it’s just about picking the right award firstly, that’s right for your product and seconly, that’s right for the person you’re wanting to sell to. If you’re focussing on a food service audience I wouldn’t be pushing the Farm Shop and Deli Awards. In my experience the most noteworthy awards that is recognised by buyers as a true mark of quality are The Grocer magainze’s awards. I would suggest getting a couple of years under your belt before attempting this one but it will make retail buyers pay attention.
I would give one word of warning when it comes to awards and that’s to be wary of the fate of Narcissus. It’s very easy to go overboard and spend a whole year’s marketing budget on accolades and ego-massaging trinkets but it’s really difficult to show a real return from awards. Whilst they do add value they certainly shouldn’t be the sole focus of your brand and marketing plans.
So, in summary…go get awards and be proud of what you’ve achieved. If nothing more it will give you more to talk about when you’re discussing features and benefits.