As I’ve mentioned in my previous posts where I discussed advertising and public relations, Amy’s Kitchen doesn’t involve itself in advertising. They don’t pay for ad space or commercials. They do however have a loyal customer following that has strengthened over Amy’s life span. Amy’s repeat customers make up the greater portion of their business and they do much of the product promotion for them. Numerous bloggers follow Amy’s activities and regularly share their stories and passion for Amy’s company. Amy’s is frequently referenced in blog posts or websites that are directed to people who are living with diets restrictions, for example http://theglutenfreefoodblog.blogspot.com/2009/06/amys-kitchen-gluten-free-meal-plan.html. Amy’s reach is far via the thousands of health related channels that are identifying consumers with their special diet products. They are also recognized in the sustainability awareness community for their environmentally friendly business practices. Sustainlane.com shows Amy’s product ratings and Food, Nutrition & Science: From the Lempert Report, acknowledges Amy’s in their sustainability series with and in-depth overview of their business practices. It can be found here: http://www.foodnutritionscience.com/index.cfm/do/monsanto.article/articleId/327.cfm Customers write in, email, and post letters raving about their favorite products. Vegetarians, the health conscious, and diet restricted all exist within a tight knit community that bases many food choices on personal research and experience and the communication that takes place via the web and word of mouth.
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