Competitive Positioning: Vegetables, Unleashed to the Masses
Salvador discusses the challenge that diverse, culturally ingrained food perceptions present for targeting different markets. Many of her
observations are anecdotal, but they all speak to a larger stigma associated with the purpose of vegetables. Beefsteak has set out to change this
“purpose” and needs a strategy to convey the value of a new vegetable-centric culture to various segments of the market. What is the source of this stigma, and what steps can Beefsteak take to challenge it?