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Therefore, on a global scale, the food marketing industry is one of the largest direct and indirect employers. [2] For Schaffner & Schroder, 1998, food marketing is the act of communicating to the consumer through a range of marketing techniques in order to add value to a food product and persuade the consumer to purchase.
FMI, The Food Industry Association, is a national trade association for the food industry, especially food retailers and wholesalers, in the USA. FMI's members include approximately 40,000 retail food stores and 25,000 pharmacies, representing an industry with $800 billion in annual sales. [1] The association's focus is on food marketing.
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With processed food as the dominant category, marketers have almost infinite possibilities in product creation. Of the food advertised to children on television, 73% is fast or convenience foods. [35] One of the main challenges in food industry marketing is the high level of competition in the market.
The United States food and beverage industry has increased the amount of advertising that intensively and aggressively targets children through multiple channels. [1] Food marketers know that the youth consumers have equal if not more spending power than adults, they hold purchasing influence, and have the potential to be lifelong consumers.
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The Produce Marketing Association (PMA) is a global trade association whose 2200 members represent the full supply chain of the produce and mass-market floral industry, from seed producer to supermarket or foodservice outlet. It was founded in 1949. Cathy Burns serves as the current CEO.