Manufacturers of Food
Tempt Our Taste Buds and Send Strong Marketing and Promotion Messages

There is an exciting trend in Australia whereby the ethnic community are making a ‘big hit’ by becoming manufacturers of food with some pretty wonderful tastes and textures.  If their marketing and promotion messages can capitalise on the popularity of this trend, these businesses are bound to 'survive and thrive'.

Manufacturers of food are required to list ingredients in descending order by weight (from the most to the least) and are allowed to determine the percentage of fat in their food products based on the food's total weight as opposed to the total number of calories.  All of this information should be built into your marketing and promotion campaign.

The larger manufacturers of food (who can afford to) are increasingly using endorsements, approval stamps and ticks on foods to enhance their appeal to consumers. The home based business manufacturers of food use testimonials both in their packaging, brochures and web sites.  Both appraoches are valid marketing and promotion strategies.

Manufacturers of food are also ‘green washing’ their packaging, using ‘homey’ organic colours and themes to sell food that isn't necessarily organic or healthy. Home-based manufacturers of food are exempt from the registration requirements and their food is much more likely to be organic and healthy, to suit the message of the packaging.

Manufacturers of food are not allowed to claim their products have health benefits even if they have scientific evidence to support those claims. The proliferation of advertising for low GI, low fat, high fibre or other healthy features is testimony to how processed manufacturers of food are energetically trying to respond to consumer demands and health concerns.

Despite the nation's growing obesity problem, dieticians say most Australians are diet-conscious and manufacturers of food are cashing in on their desire to eat well and shape up. However, currently, manufacturers of food are not required to give nutrition information unless they are making a nutrition claim (such as 'sugar free').

Two thirds of parents are not aware that junk food manufacturers are using internet games to target children; they are laying a multi-million dollar ‘honey trap’ for children. But most manufacturers of food are trying to do the right thing, such as gradually phasing trans fats out of products, or at least reducing the amount of trans fat used in food production.

But it is the ethnic community with recipes handed down throughout the generations that are producing some of the most exciting product to tempt our taste buds and bring us closer to understanding and enjoying the cultural revolution of our country.  When their marketing and promotion emphasises these unique qualities, the profile of their food business will increase dramatically.

Food specialists