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Canned Food Alliance Helps Moms Talk Up Nutrition
Along with "Clean your room" and "Stand up straight," "Eat your vegetables" tops the list of things that mothers most like to tell their children. Now, as part of a new healthy-eating campaign from the Canned Food Alliance (CFA), moms are telling each other to finish their veggies, too.
The CFA is counting on the oldest kind of word of mouth -- conversation -- to promote the nutritional benefits of canned food. To facilitate that conversation, the CFA is helping "alpha moms" in Chicago host in-home "CANdelight Dinner Parties," at which women gather to cook nutritional meals together using canned ingredients.
The organization provides the influential moms with recipes, tools, ingredients and a $50 gift certificate for other party expenses. The result: By rewarding influential consumers with free stuff, the CFA has initiated word of mouth that puts more green on families' plates, as well as in its member companies' pockets.