Health and wellness are increasingly taking center stage in consumers’ choices. And as perimeter store providers look to capitalize on increasingly-healthy eating habits, publicity in what had been thought of as a niche market in the past is becoming an even bigger deal.
I recently had the opportunity to correspond with Karen Parziale, Co-Founder of the Granola Group, and learn from her about public relations in this growing segment.
“As the actress Jane Russell once said, ‘Publicity can be Terrible. But only if you don’t have any.’” Karen tells me. “There are no truer words than those when it comes to the success or failure of a product or a service.”
Karen and Jill Cohen have spent the last 25 years generating buzz and exposure in the media for various clients. The two recently co-founded The Granola Group, a boutique public relations firm specializing in food/health/wellness/healthy living.
“One of the reasons we enjoy marketing wellness products and services so much is that it allows them the opportunity to spread good news for their clients,” Karen explains. “With the growing trend of natural and organic foods on the rise, we wanted to focus our attention in this new space. If we can change the behavior of just one person with an article in a major news magazine about the great work our clients are doing, that makes us feel good.”
There’s a rising trend towards a holistic approach to more healthful, natural living…and this trend is only going to continue to grow. And Karen, Jill, and the entire Granola Group team are passionate about helping the owners of companies aligned with healthful philosophies to become successful and become market leaders.
“We strongly believe that in order for a company to succeed, public relations can be the game-changer,” adds Karen. “Without public relations and communications strategies, the greatest company or product has the potential to be unknown.”
For more on exceptional companies in our industry, stay tuned to Deli Market News.
