Taking Stock

With fresh food springing up everywhere, purveyors big and small feast on a crop of new marketing tactics

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You can’t squeeze a ripened tomato with an iPhone.

Even with online and mobile shopping at our fingertips and players like FreshDirect thriving, consumers seeking the freshest and healthiest produce are heating up business at brick-and-mortar stores. Major discount retailers like Walmart and Target are getting in the game, joining supermarket chains in beefing up fresh food offerings and getting more creative about in-store marketing.

“Today’s shoppers crave more sensory, exciting in-store retail experiences to offset all the advanced shopping technology we enjoy,” says Anne Howe, former vp, market intelligence at shopper marketing agency Mars Advertising and now a consultant.

Thanks to the organic movement and vocal champions of better eating like Michelle Obama, the fresh food business is experiencing a bounty.

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