Every Monday on her YouTube channel, food trends expert Dana McCauley gives us the lowdown on the trends that are happening in the food world. Stop by FBC on Tuesdays for a little extra insight from Dana on how you as a food blogger can use this information in your work!
I remember the first time Kefir made it on to my trend tracker’s radar screen. It seemed like an offshoot of the yogurt trend and I identified it as something that was getting buzz and could trend up. It was hard to find kefir in mainstream stores in those days. I had to go to a specific grocery store and find a special refrigerator in their “Natural Health” section. Today kefir is available in most (if not all) of the grocery stores I frequent and it’s stocked in the regular dairy section of these stores. That’s a lot of progress for just a little over five years!
If I’d been paying attention I likely would have seen Kombucha in the same refrigerator on my kefir scouting trip. But it isn’t something I started tracking until it was already a bonafide ‘thing’ as people say these days. My first impression of Konbucha was that it was unappealing; I couldn’t believe it could become widespread and popular. Surprise! Dana was wrong.
Which is a good lesson for all of us: just because we might not be the target market for an item, doesn’t mean that there aren’t others, -- who could be members of your community -- who will find the same thing wonderfully appealing. So, I urge you, next time you do your editorial planning, think about topics that are outside of your own personal interest but appeal to your readers. Exploring these topics together could lead to interesting new insights and conversations that make your readers feel more connected to you than before.
Dana McCauley is a seasoned marketing executive with extensive experience in all facets of the food business and a track record of taking ideas from concept to kitchen to commercialization. Recently Dana launched a YouTube channel called Food Trends TV. Weekly on Food Trends TV she examines current food trends in her own original videos; daily she curates great quality food trend content created by others in the Playlist section. Dana is a recovering cookbook author, blogger and food trend correspondent for morning shows such as Breakfast Television and Canada AM. Follow @DanaMccauley on Twitter for daily insights about her dog and for breaking news about what she’s making for dinner.