LOS ALAMITOS, CA - While Alex Jackson is Senior Account Manager for Frieda’s Specialty Foods, she is also something else that made her words an insightful addition to the Fresh Produce and Floral Council (FPFC) April luncheon in Cerritos, California—Alex is a millennial.

“Different generations shop differently and think differently,” she said, according to a press release. “You need to understand your shoppers’ core beliefs to stay relevant.”

With this in mind, the company offered a brief breakdown into the generations that make up the pool of consumers the industry is looking to reach, saying that understanding generational traits is key to staying relevant, improving shoppers’ experience, and boosting sales.

“Companies in all industries are making changes to their branding to appeal to my generation, the Millennials,” Alex said. “But to make your stores relevant to us, it takes more than just changing the look—you have to be a company we can believe in.”

Companies like Frieda’s have made moves to appeal to Millennial shoppers, such as a redesign of their packaging, with the goal of not alienating other generations.

For those born before 1946, referred to as “The Silent Generation” or Traditionalists, take the most time going through the store, but spend the least during shopping trips, according to Frieda’s.

On the other side, the generation born from 1946 to 1964 seem to prefer bargains, but don’t mind paying more for brands they are loyal to. Baby Boomers are currently the largest shopping generation, and prefer helpful produce managers and cheerful cashiers at their stores, which can keep them coming back.

Generation X, born between 1965 and 1980, are reported to be willing to go with a new brand if quality and customer service prove exemplary. 

And then there are the latest entrants to the buying market. Millennials, born between 1981 and 2000, are projected to be spending more than $200 billion annually starting in 2017, and make up half the workforce by 2020. When it comes to preferences, Frieda’s reports that Millennials are loyal to brands that offer them a new experience, treat them well, and are aligned with their beliefs.

Bearing this marketing angle in mind, Frieda’s looks to focus on offering culinary adventures to Millennials and the generations that have preceded them, opting to inspire new food experiences for friends, families, and food lovers.

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Frieda's Specialty Produce