--- title: "Groups Woo Foodies Online to Boost Customer Savvy" id: "19884" type: "post" slug: "groups-woo-foodies-online-to-boost-customer-savvy" published_at: "2013-10-08T13:14:12+00:00" modified_at: "2026-03-15T21:16:47+00:00" url: "https://associationsnow.com/2013/10/08/groups-woo-foodies-online-to-boost-customer-savvy/" markdown_url: "https://associationsnow.com/2013/10/08/groups-woo-foodies-online-to-boost-customer-savvy.md" excerpt: "Need a great pasta recipe or a way to incorporate more pecans into your diet? There’s new help out there. Four food industry trade associations recently launched mobile websites to build direct engagement with customers. The secret sauce? They serve..." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Business" - "consumer education" - "food industry" - "Marketing" - "trade associations" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "Executive Team" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Groups Woo Foodies Online to Boost Customer Savvy Aiming to be go-to sources for food-related news, trends, recipes, and nutrition information, four trade associations recently launched mobile-friendly, foodie-focused, ad-free websites. “With the growth of the celebrity chef and the increasing interest in food-related content, industry associations have an opportunity to play an important role in providing the latest nutritional research, recipes, trends, and helpful tips,” Debra Berliner, vice president of Kellen Communications, [said in a statement (opens in a new tab)](http://www.kellencommunications.com/kellen-communications-digital-development-group-rolls-out-four-food-tastic-mobile-friendly-websites/) . Kellen managed the site development processes for the associations. > Having an informed customer really is good business. In partnership with Kellen, the Association of Dressings and Sauces, National Pecan Shellers Association, Juice Products Association, and National Pasta Association each launched a category-specific website—[pastafits.org (opens in a new tab)](http://pastafits.org/) , [juicecentral.org (opens in a new tab)](http://www.juicecentral.org/) , [saladaday.org (opens in a new tab)](http://saladaday.org/) , and [ilovepecans.org (opens in a new tab)](http://www.ilovepecans.org/) —that focuses on products as opposed to the group’s member companies. “For the trade association it’s a pretty simple equation: Having an informed customer who understands the category and how and why to use the products makes for good business for everyone,” Berliner said. While the associations already had websites, the idea of creating mobile-friendly sites specifically tailored to consumers is relatively new, Berliner said. And while the sites’ mobile-friendly design is on-trend, the lack of ads is unusual. Funded by the associations’ member companies, the websites are solely devoted to information and news about the products and do not feature endorsements for the companies. Creating consumer-focused websites with content on how best to use products is an idea that can translate to other industries, Berliner said. And it ultimately benefits members’ bottom lines. “Any industry that has a consumer as an end user could certainly benefit from having their association act as a resource in this way to show [consumers] why and how they should use the product category and how it can benefit them in their daily lives,” she said. “Having an informed customer really is good business.” (iStock/Thinkstock) [Katie Bascuas](https://associationsnow.com/author/katie-bascuas/) Katie Bascuas is a former associate editor at Associations Now in Washington, DC. [More articles by this author](https://associationsnow.com/author/katie-bascuas/) Tags: [#Business](https://associationsnow.com/tag/business/) [#consumer education](https://associationsnow.com/tag/consumer-education/) [#food industry](https://associationsnow.com/tag/food-industry/) [#Marketing](https://associationsnow.com/tag/marketing/) [#trade associations](https://associationsnow.com/tag/trade-associations/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 2 of the 2025 ASAE MMC+Tech ConferenceMay 14, 2025](https://associationsnow.com/2025/05/14/sneak-peek-highlights-from-day-2-of-the-2025-asae-mmctech-conference/) - [VideoDaily Recap: Day 1 from the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/daily-recap-day-1-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 1 of the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/sneak-peek-highlights-from-day-1-of-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2013%2F10%2F08%2Fgroups-woo-foodies-online-to-boost-customer-savvy%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !