All about Food Marketing

Food marketing is best defined as a series of activities involving the transport of food items from the producer to the consumer and, therefore, the bringing together of both supply chain terminals.

Basically, food marketing has three historical phases that include fragmentation, which dated back before the 1870s, unification, which occurred during the 1880s, and segmentation, which began in 1950 and is still used today. During the fragmentation phase, certain countries were divided into multiple geographic fragments due to high food transport costs, leaving majority of production, distribution and selling based locally. During the unification phase, distribution was made possible through railroads, sales force coordination via telegraphs and telephones, and product consistency through manufacturing innovations. During the segmentation phase, television and radio advertising campaigns made it possible for competitive products to concentrate on various images and benefits and, thus, appeal to a wide variety of demographic markets.

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