Challenge: Perdue Farms was interested in introducing a  “natural” and “organic” poultry line and wanted to better understand the market potential of this concept.

Objective: To understand the viability/market opportunity for a “natural” and “organic” poultry line.

Solution: Plan-it conducted a Qualitative Exploratory Viability Study among potential key targets, including understanding the chicken-buying decision process and the “language” of natural and organic products that would resonate and generate interest.

Result: Insights from the study were used to identify strategies for entering the market from a product, positioning and communications standpoint.