Word of Mouth
On August 18, 2010 MediaPost.com reported, "The food-gift trend ... is expected to rise again in 2010. The article goes on to cite a report from Packaged Facts, a leading provider of market research for consumer goods, food and beverage, pet services, financial services and personal care markets, which states that "healthy growth across all food-gifting channels will drive sales to more than $21 billion by 2014."
Even better for distributors selling edible promotions, the story also noted that corporate food gift-giving "increased 3.8 percent, to $2.7 billion, between 2007 and 2009," and that growth is expected to continue gaining momentum. This is a clear sign that it is time to put on your food service cap and start singing, "Have it your way."
Speaking of having it your way, the major trend with corporate foodies is not about delicious food—its about fully customized packaging. The sentiment described by industry suppliers is that distributors need to be able to deliver the "wow" factor to their clients, especially when the food product is first presented.
"It's all about completely custom products today," explained Cassie Alvey, sales director for Mrs. Fields Gifts, Salt Lake City. "It's not enough anymore to put a logo on a generic box. We have the capability to delve deeper into brands and themes by creating one-of-a-kind packages of any size, shape or scope, from sketch to production, that will really resonate with the audience."
Sheila Shechtman, founder and CEO for Gifted Expressions, East Hartford, Conn., confirmed this sentiment. "I don't think there are trends in great tasting foods as it relates to edible promotions. For us, the trend is new and creative packaging and the keepsake value of the containers," she said.
ADVICE FOR FOODIES