Utne Blogs > Literature

How to Market a Fruit

 by Michael Rowe

Tags: book excerpts, fruit, marketing, Orion, The Fruit Hunters,

BananasHow much ebullient advertising jargon can you stand? The folks over at Orion, armed with a sassy excerpt from the new book, The Fruit Hunters, offer us an opportunity to sample some of the marketing wizardry that goes into defining who, precisely, desires what particular fruits, not to mention the analytics involved in deciding what makes certain fruits desirable. Important sentence: “Hugeness, once thought to be a key goal, has proven undesirable.” People don’t want to be crushed by a giant banana anymore? Where have I been?