The Best Fresh Sweet Corn Brand: “Local” Positioning Strategy Marketing

Summertime Consumers Share Why They Love Local

With summer in full swing, my thoughts go to my favorite summertime food – local corn on the cob. I’m not alone. “Local” as positioning strategy marketing evokes specific thoughts and feelings in consumers across the country.

Although the Fourth of July is now past, our truly local corn is not quite ready yet here in the northern part of Ohio.  But, we are enjoying fresh corn on the cob from more southern states.  However, I know it is not local because neither the roadside stands nor the grocery stores are touting the corn as LOCAL.  Sometimes the sweet corn signage is simply “Local Corn,” but other times it is more specific, with the proud proclamation of being sourced from well-known local farms like Szalay’s or Luther’s.  The sweet corn can be bought at markets on these farms, but for those who do not want to make the trip, many local grocers also carry them.

What is Sweet Corn? A Consumer’s Perspective

For “local” positioning strategy marketing, we need to understand the corn market. Sweet corn is intended for human consumption as compared to field corn, which is for animal and industrial uses (including high fructose corn syrup).  Sweet corn can be eaten fresh (highly preferred), frozen or canned.   Not only are sweet corn and field corn used for different purposes, they are also different varieties and harvested differently.  Sweet corn is harvested while still immature so that the sugar content is high. Field corn is harvested when it has fully matured, causing it to be starchy, tough and bland.

Sweet corn acreage is very small, about 340,000 acres, compared to 96 million for field corn.  California, Florida, Georgia and New York are big sweet corn producing states.  Most sweet corn is consumed after it is either canned or frozen. In these midwestern states, the corn from 88% of acreage is canned or frozen. 

Positioning Strategy Marketing: Why is Local Important?

During late spring and early summer, fresh corn begins to appear in the produce sections of food retailers.  The price is high, and the quality is not “summertime” quality.  And, no wonder.    Sweet corn sweetness begins to reduce as soon as it is picked, because the sugar starts converting to starch. Sweetness can drop by as much as 25% in a single day, so time to market really matters. 

While the USDA defines “local” as within 400 miles, most consumers of fresh corn would not agree given how quickly fresh corn sweetness declines.   Depending on where you live, the corn during these early months is not “local.”  In a 1998 study of a Midwestern terminal market, the local sweet corn averaged 20 food-miles, while early-month sweet corn had traveled over 1,400 food-miles. “Local” positioning strategy marketing has earned consumer trust by delivering a better product.

“Local” is a Brand: Consumer Beliefs & Motivations

For many consumers, “Local” is like a brand in that it “guarantees” certain benefits that are valued by consumers.  For this positioning strategy example, there is research into consumer perceptions of “local.”

What do you think is the biggest benefit of buying local food?

Source: Trace One April 2025 Local Food Survey

“Local” is a powerful brand, with only 5% of survey respondents not thinking that it conveyed meaningful benefits to them.  This brand equity translates into purchases:

Where do you usually buy locally-produced food?

Source: Trace One April 2025 Local Food Survey

The power of the “Local” brand is seen here as well, with only 10% of respondents replying “Don’t intentionally buy local food,” meaning that 90% of respondents do intentionally buy locally-produced foods

The most important benefit of the “Local” positioning strategy marketing is its support of local farmers.  Consumers value their local farm community and many wish to reduce their support of large commercial agriculture. 

The “Local” brand means fresher and higher quality for several reasons. 

1. There is little to no processing and is therefore considered better-for-you and natural. 
2. Because the produce is grown and consumed in close proximity, preservatives are not needed. 
3. The local produce can be harvested when it is ripe and tastes its best rather than less ripe, so it can survive a long transport.

Consumers also value “Local” for better food safety and traceability.   Food retailers, whether more commercial like a supermarket or more on the farm, often advertise the farm where the produce was grown.  And, shorter time from farm to the consumer means less time for contamination and spoilage.

Waiting for the Best Fresh Sweet Corn Brand to Arrive: Local Positioning Strategy Marketing

While we are enjoying fresh sweet corn already this summer, its taste does not compare to the local stuff.  At the Szalay’s Farm Market, located next to their corn fields, they only pick what they can sell that day.  All the corn for sale has been picked that morning, which explains why it is worth the trip for so many.  Our local grocers, Heinen’s and Giant Eagle, put up large signage above their corn displays – Local Corn from Szalay’s!  I look forward to my favorite brand being available soon to use in my favorite sweet corn recipe.

At Insight to Action, we guide many companies to profitable positioning strategy marketing, both big-brand and local. Contact us to meet our team and discuss your opportunities.