Strategies for Successfully Entering Popular Food Trends In this column, Badaracco continues her discussion of strategies for successfully entering popular food trends, such as the “artificial exit.” Badaracco cautions that if a company's motivations are driven purely by marketing, regardless of the intent of a trend, eventually this information will surface publicly and backfire. Companies can make the mistake of blindly following a trend, good or bad, instead of attempting to educate consumers about the reasons why following a trend may not be the right move for the company or the consumer. Trends are rarely an all-or-nothing proposition, so determining the intersection where the needs of the company and those of the public meet and strategizing around this intersection is usually the wisest course. |