Vegetables that rock: How a cultural anthropological approach gave rise to a revolutionary new strategy for BFS Europe

Jeanne Carré and Emmanuelle Cousy

BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.

Preface

When a simple shift in the marketing mindset from product-centric to user-centric leads to, eventually, a radical shift in the corporate culture and a revolutionary new marketing strategy, the company has ethnography to thank for it. BFS, a we

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