Pinning your sights on success

Amy Stankiewicz

A recent Compete Online Shopper Intelligence Survey revealed that 57 percent of consumers actively interact with images of food on Pinterest. What’s more, 69 percent of online consumers who visit Pinterest found an item they purchased or wanted to purchase, compared with 40 percent who visit Facebook and found the same, according to a 2012 study in the Bizrate Insights Image Sharing and Shopping Series (see Consumer Trends, page 32).

These statistics don’t surprise me. I, for one, have found myself spending more time than originally anticipated browsing photos of delectable dinners and desserts on Pinterest. I also print the recipes these photographs link to regularly in the expectation that I, too, will be successful with such delightful culinary creations to serve friends and family.

In short, a picture is worth a thousand words. The saying stands the test of time for a reason.

Perhaps it isn’t practical to showcase your award-winning vegetables or unique new lettuce varieties to consumers on this image-sharing site. After all, it’s what comes from combining these ingredients that consumers love the most. But engaging consumers with food and getting them interested in and excited about cooking via images of appetizing creations can certainly impact your sales to local grocers and restaurants.

The ornamental side of horticulture uses images of vibrant combination planters to get consumers interested in gardening. Why can’t produce growers do the same by contributing to the bevy of delicious-looking food photos on Pinterest? Remember, it’s the end result that counts, and that means getting more consumers into the store to buy your products for their own cooking endeavors.

Amy Stankiewicz, Editor | astankiewicz@gie.net
216-236-5960 | Twitter: @Greenhousemag