Thursday, October 30, 2008

Ask Amy's Andy Berliner

"My company is entering a new and evolving market. How can you create demand for a product when most potential customers know nothing about it?

Mark Caron
New York City

When we started Amy's, in 1987, selling frozen vegetarian potpies, the mass market wasn't ready for our products. There really weren't any frozen natural foods in grocery stores. Most people thought health food tasted like Birkenstocks.

The most important thing in your early days is establishing relationships with customers who are already passionate about your product and will spread the word about your company. We talked constantly to buyers at trade shows and to the owners of small health food stores. We never spent much money on marketing."

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