Through such brands as 1915 by Bolthouse Farms, Well Yes! and Prego’s Farmers’ Market Campbell Soup is starting to capitalize on the local trend.
Capitalizing on local
Consumer interest in smaller, more regional food production models is the driver behind Campbell Soup’s focus on local as a trend. Ms. Morrison said increased urbanization is prompting consumers to seek a stronger connection with nature and globalization has prompted more people to take an interest in where their food comes from.
“Signals of this movement are ubiquitous,” she said. “For example, between 2008 and 2014, the number of farmers’ markets in the United States more than doubled and 15% to 20% of the world’s food is now produced by urban farms.”
Through such brands as 1915 by Bolthouse Farms, Well Yes! and Prego’s Farmers’ Market the company is starting to capitalize on the trend.
“Limitless Local is an area rich in opportunity for Campbell and we have only begun to scratch the surface,” Ms. Morrison said. “Think about our history of working with American family farmers for more than a century, and our heritage of making simple, affordable and accessible delicious foods that are priced within the reach of most pocketbooks. These facts uniquely position us to leverage this growth platform in a more meaningful way.”
