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Dispatches from Vitafoods Europe 2011

Permission to buy: Inside the new healthy consumer paradigm

By Shane Starling , 31-May-2011
Last updated on 03-Jun-2011 at 15:15 GMT2011-06-03T15:15:11Z

Permission to buy: Inside the new healthy consumer paradigm

The internet’s freedom of information promise is opening up the value chain behind healthy foods to swathes of transparency-centric consumers armed with a desire to know the back story of the products they buy.

With mobile apps in hand these consumers are upping the ante on what acceptance of production systems and sustainability means – or as branding expert Peter Wennstrom coins it – permissibility.

The president of the Healthy Marketing Team explains the new consumer paradigm that asks which products will give increasingly proactive, value-oriented and savvy consumers permission to buy them.

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