The Baer Facts Issue 56: Your People Sell the Product

👯 Your People Sell Your Product

More than half of Gen Z consumers want the brands they purchase to be aligned with their personal values.

But how do you as a brand (or even as a small business) actually EXPRESS values in a way that customers can determine if there's a fit?

And how do you do that if you're selling produce?

NatureSweet figured it out. 

They grow and sell tomatoes, peppers, and cucumbers.  

My wife, Alyson, is a big fan of their Glorys, small containers of cherry tomatoes, and North America's most popular product of this type.

NatureSweet has a big sustainability commitment, and donates a lot of money (they're a certified B corp). 

But it's their focus on their PEOPLE that is most interesting and engaging.

I admit that I don't often consider how those little tomatoes got into that cute container, nor who put them there. 

NatureSweet goes out of their way to let me know.

The sticker that closes the container has a photo of a team member, and a QR code to learn more about them and their role at NatureSweet. There's a whole series of these. It's like baseball cards, but for ag workers. 

I learned about Yesenia's six years as a harvester in Mexico. I watched a video showcasing how she picks tomatoes (very fast). I read about her daughter and her school. 

And I even sent in a little thank you message to Yesenia, joining hundreds of customers who have done the same. 

It's easy to forget this, but it's true:

Every great business is just a collection of great people.

It's relatively easy and affordable to create a program like this, to put the spotlight on your team - where it probably belongs - and simultaneously provide value cues to customers. 

How could you do this in your business?

And if you already are - or know other examples - would you reply please and tell me?

❤️

📗 The Books Report

You are going to love my friend Phil Mershon's new book.

Unforgettable: The Art and Science of Creating Memorable Experiences is a complete handbook for designing and managing knock-your-socks-off events.

Phil is a supremely gifted event organizer, and if you are planning a wedding, bachelorette party, webinar, conference, or confab you need this book.

It's a fun, inspirational, motivational read and super well-organized with tools you can actually use to improve the experiences you create. 

✅ Jay's Faves

I try not to fill The Baer Facts with too much tequila info, since there's a different email list for that. 

But sometimes, something special comes across my desk, that I want to put on your radar. 

Quintaliza is a new tequila brand that takes gently aged reposado tequila and finishes it in barrels that formerly held coffee beans. The result is exceptional.

It tastes like a tequila, coffee, dark chocolate hybrid. If you like espresso martinis, kahlua, et al you will adore this. We gave it a very high score on our tequila review show. 

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