Lessons From Hershey’s Chocolate
Jim Prevor’s Perishable Pundit, August 16, 2007
We have run a lot of articles lately related to the Produce for Better Health Foundation and the Fruits and Veggies — More Matters program, including Pundit’s Mailbag — ‘More Matters” Can be A Rallying Cry For The Industry, another piece entitled More Matters And The Need For Supporting Research and most recently, pundit’s Pulse Of The Industry: Calif. Dept. of Public Health’s Sue Foerster.
Now we have a suggestion. Having just taken the Junior Pundits there, we suggest that a future PBH board meeting be scheduled in Hershey, Pennsylvania.
The Jr. Pundits thoroughly enjoying being indoctrinated by the "characters" at Hersheypark. Can’t we give them an opportunity to smile with AppleMan and BananaGuy?
Among the biggest attractions in Hershey is the Hersheypark amusement park, where there is plenty of promotion for Hershey products. Adjacent to the park is a free attraction called Hershey’s Chocolate World, the highlight of which is a themepark-like ride designed to simulate a tour of a chocolate factory. Also, the complex includes a 3D movie, plus an opportunity for children to “work” on a chocolate factory assembly line.
There may be a specific application to the produce industry: One wonders if the industry could partner with a theme park to build a similar attraction?
Even if this isn’t feasible, it would be good for each member of the board to go through Hershey’s Great American Chocolate Tour and see the 3D movie. It struck us as likely to be very effective, and it seems good to see how other companies and industries do their promotion.
One thing that came across clearly: If we focus only on health, we are missing many levers that can influence people in their consumption of produce… and chocolate.