Fit Marketing Case

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De La Salle University Ramon V. Del Rosario College of Business Management and Organization Department MKT511M: MARKETING MANAGEMENT 2nd Term, S.Y. 2013-2014 MARKETING PLAN FIT FRUIT AND VEGETABLE WASH Submitted to: Dr. Antonio V. Concepcion Submitted by: Aquino, Johanna Perez, Joycee Gene Rebosura, Karla Amor B. October 14, 2013 I. Case Background Fruit and Vegetable Wash: A Want or A Need? “Eating healthy means lots of fresh fruits & vegetables. But nature isn’t always the cleanest place, and many people touch your produce before it makes it to your local store or into your home. And as we all know from recent events with spinach, lettuce, tomatoes and more, it’s extremely important to make sure your produce is as clean as possible. Even organic produce can contain natural fertilizers, dirt and other residues. That’s why you need Fit.” (www.tryfit.com) The quality of food can be adversely affected by physical, chemical, biochemical and microbiological processes. Despite the extensive scientific progress and technological developments achieved in recent years, food safety problems continue to exist and may actually increase in the future. It is estimated that foodborne pathogens cause approximately 76 million illnesses, 325,000 hospitalizations, and 5,000 deaths in the United States each year, most due to unknown causative agents (Mead et al., 1999). Among the know pathogens associated with foodborne illnesses, there is an increasing involvement of environmentally resistant and host-adapted species or strains, which may be difficult to inactivate or control with traditional food preservation methods (Alterkruse et al., 1997; Foster, 1997; Tauxe, 1997) Although the incidence of foodborne illnesses linked to fresh produce is low, there is increased awareness that fruits and vegetables can be contaminated with

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