(Credit: Sysco)Food distribution giant Sysco Corporation has launched a new, multi-channel campaign, designed to promote its “high quality, fresh product offering” — and it has launched at a time when the potential for food spoilage and waste, due to covid-19 wreaking havoc with distribution channels, is at an all-time high.
”Especially during these challenging times, we want our customers to know they can count on Sysco to help them succeed with the product offerings their patrons need and want, because ‘Sysco Knows Fresh,’” says Greg Bertrand, the company’s executive VP of US Food Service Operations, referring to the campaign.
With countless restaurants, schools and corporate cafeterias being shut down, food manufacturers must be able to quickly shift their sales to other outlets such as grocery stores, putting a massive kink in existing supply chains, points out Ben Feldman of the Farmers Market Coalition (via National Geographic). If manufacturers and farmers are unable to adjust quickly enough, food may not get to market in time, leading to spoilage and waste.
“Farmers planned for their sales outlets months ago when they planted,” says Feldman. “If their markets are forced to close and they can't pivot to other sales outlets, that produce will rot in the field.”
Sysco’s new approach may indicate the company is well able to pivot quickly, at least in terms of its marketing. “Through the Sysco Knows Fresh campaign, the company plans to reinforce that it is open for business,” and that its network of companies stands “ever ready to support our customers’ success,” the company says.
