Authentic stories sell better than marketing talk

The summer of 2024 was one to remember. Not only did it pour with rain, but the timing couldn’t have been worse. Just as the harvest was ready to be picked, the whole of the Netherlands went on holiday. That created a serious challenge: if those fresh products didn’t quickly find their way into the right boxes, a large part of the harvest would go to waste.

It became a summer of rethinking. Recipes sometimes had to be adjusted last-minute because the beets were far too small or needed a few more days to grow. Our farmers worked tirelessly to save as much of the harvest as possible.

Instead of glossing over these issues, we chose to be honest and transparent. We told our customers exactly what was going on: why certain vegetables were smaller than usual, why some meals turned out slightly different, and how we and our farmers were doing everything we could to prevent waste.

And guess what? That honesty was appreciated. Instead of the usual summer sales dip, we actually inspired more customers to eat locally and sustainably.

In my presentation, I’ll share how this approach not only helped reduce food waste but also led to a successful summer campaign. Curious how honesty and transparency can truly connect you with your customers? Come and listen!