From the Desk of Steven Muro: 25 Years of Increasing Produce Sales
Working with fact-based information and data — and combining those with marketing has come a long way since Fusion’s doors first opened 25 years ago, in 1997.
When I first left the “Corporate World” of consumer-packaged goods and opened the Fusion agency even mentioning data to non-CPG companies could be a sales taboo. As I targeted the produce industry as one with immense potential for Fusion’s fact-based marketing services, even getting a sales appointment could be difficult.
I remember two early sales meetings. Both were to commodity boards. The first one, whose name will be withheld to protect the innocent, was unforgettable. I presented the idea of using data and analysis to influence strategy, marketing, sales, and senior-level decision-making. The president called his second in command into the meeting. He then asked me to repeat my idea to the V.P. When I finished, they both laughed at me and told me that I was crazy to even propose such an outlandish idea. The president was laughing so hard that he had to push his chair away from his desk so he could bend over laughing. Result: They obviously said no to my proposal. They also went defunct about five years later. My second call was to the California Avocado Commission. When I presented my ideas, I was pleased to learn that they had already been using and exploring data analytics. They listened to me and said, “Let’s give it a try.” That “try” was 25 years ago. After all these years, proudly, they are still a client. And since that time, we have collaborated with many other superlative clients.
Today, you can’t pick up a publication without some mention of fact-based marketing and data. It has become a standard “must have” for so many successful produce companies and retailers. I am proud of the pivotal role Fusion played in introducing fact-based information and marketing to the industry.
Reflecting on Fusion’s history, I am especially proud of these accomplishments:
Our close, long term and productive relationships with our amazing clients. Our clients are the best.
Fusion’s staff – they just keep getting better with each passing year.
Our ability to turn complex data and research into easy-to-understand information that drives sales and marketing programs for our clients. (BTW: Making complex information simple to use is extremely hard to do!)
Fusion’s continuous path to excellence:
Always introducing the newest and most advanced data analytics, research, and marketing concepts
Striving to always tighten our working relations with our clients in order to become a member of their team
When Fusion first launched our message was, “We are your virtual marketing department.”
Today, we continue to be committed to that goal.