Journal article
Accessing Supermarket Shelves: Retail Category Managers Advice to Upcycled Food Manufacturers
Journal of food products marketing, v 28(4)
06 May 2022
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Upcycled food is a new way of communicating to consumers the age-old process of creating new foods from by-products or unmarketable produce. Consumers are open to the idea of purchasing upcycled foods yet the availability of these products in supermarkets is limited. Securing shelf space will help to ensure the growth of this trend. Therefore, this research identified the enabling attributes of upcycled products that category managers approve for retail. Seven semi-structured, qualitative interviews were conducted with retail category managers using the Delphi technique. Category managers assess new products through two lenses, a customer-focused lens where they seek evidence that a new product can meet an identified customer demand, and a vendor-focused lens through which they seek confidence in the manufacturer's marketing plan, pricing structure, and product placement within the relevant category architecture. This research delivers guidance for food industry stakeholders and serves as a call to action for upcycled food manufacturers.
Metrics
Details
- Title
- Accessing Supermarket Shelves: Retail Category Managers Advice to Upcycled Food Manufacturers
- Creators
- Margaret Thorsen - University of OtagoFiona Nyhof - University of OtagoFrancesca Goodman-Smith - University of OtagoJonathan Deutsch - Drexel UniversityMiranda Mirosa - University of Otago
- Publication Details
- Journal of food products marketing, v 28(4)
- Publisher
- Taylor & Francis
- Number of pages
- 14
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Food and Hospitality Management
- Web of Science ID
- WOS:000791114700001
- Scopus ID
- 2-s2.0-85130004945
- Other Identifier
- 991019168684804721
UN Sustainable Development Goals (SDGs)
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Business