Packaging and Marketing of Domestic Vegetable Soybean

Marketing and packaging are key steps in introducing a new product to consumers. Delight Foods has done four years of research into the Domestic Production of Vegetable Soybeans in partnership with crop scientists, food scientists and a cooperative of farmers. Now, this team will move into commercialization. This research will develop a powerful brand platform, including the story about North Carolina small farmers, for promoting domestically grown vegetable soybeans. The research will inform efforts to quantify and develop an innovative packaging strategies that effectively communicate the brand platform to consumers, and will be leveraged for further development of the brand platform. This research aims: (1) To conduct qualitative consumer tests of the overall unique selling proposition and brand platform for Delight Soy's vegetable soybeans. (2) To conduct qualitative consumer tests of specific branding elements, including, but not restricted to, the image, the logo, the story on the package, the nutritional information, the health benefits, and the value proposition.