by: Steven Carruthers
Practical Hydroponics & Greenhouses Australia
In the competitive world of marketing and communication, brand building and relationship marketing is a powerful combination. Brand building is about product identification and trust, and relationship marketing is about establishing profitable relationships with customers and consumers that really last. In the fresh produce market, it’s something the organics industry does really well, and the hydroponics industry does poorly. While organic produce sales continue to grow worldwide, hydroponic produce is seldom marketed as such in supermarkets, with growers battling to differentiate their product from their competitors and overseas imports.