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Long after their children leave the nest, moms continue to have a hand in crafting both daughters and sons into cooks. In fact, FoodThink research found that nearly half of men under the age of 45 claim to still call their mothers for cooking advice.

Though food marketers often tailor messaging to women, a segment of nearly 50% is too large to overlook. Young male shoppers can benefit from the same tactics – such as instructional videos or cooking apps – used for marketing to women in need of help.

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No one makes chicken and rice soup quite like my mother. The perfect dish to have when feeling under the weather or when I need comfort food. It took years of trying out the recipe she gave me – and never getting it quite right – until I asked her for the secret. I had followed the recipe perfectly. Her response: “You have to add a cinnamon stick to the chicken when it’s boiling.” The one ingredient she left out of the recipe, but the one ingredient that made it hers.

Just like my own instance, mothers pass down their unique cooking knowledge to their children. This know-how can be as simple as how to boil pasta or as important as a secret ingredient. We rely on our moms to continually teach us how to make those special dishes just like she did, or her mom even.

We asked people on Twitter to share their moms’ kitchen secrets and received some interesting tidbits. From what makes the perfect appetizer:

@EmilyLooseWheel: Mom’s special shrimp dip – breadcrumbs and melted butter. Delicious.

To the use of cinnamon in different dishes:

@brandik: she added cinnamon to burgers before grilling

@christyleigh: My mom always added cinnamon to her spaghetti sauce and it’s a tradition I’ve carried over into my own cooking.

Who can forget moms’ dessert making:

@chad_glenn: instead of a true Waldorf Astoria red cake my mom bought a chocolate box cake and added red food coloring. Not even close!

Moms know it takes some time before we figure everything out in the kitchen. She constantly offers helpful hints to make sure our food turns out tasty:

@SamiJCarter: My mom told me good cooks always taste their cooking along the way.

@RuthsHomeWorks: Cucumbers: slice off each end first. Rub the sliced-off end against the freshly cut area. It removes ‘bad spirits’.

But, at the end of the day, the one secret ingredient that mom always taught us was simple:

@PBugler: LOVE in every single bite

As we celebrate moms this weekend with Mother’s Day, we are reminded the important role that they play in consumer purchase decisions. As the most recent FoodThink white paper reveals, our research doesn’t just focus on moms, but on their influence upon all consumer groups and will be of interest across the entire spectrum of food marketing audiences.

Thinking of your mom, did she pass along any kitchen secrets to you?

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It’s a familiar scene: Mom whisking about the kitchen, from counter to sink to stove, making meals out of a mess of ingredients. Many consumers likely have their own versions of this memory, in which they stood next to their mothers, baking cakes for birthdays or peeling potatoes for dinner. These moments in the kitchen contribute to 51% of consumers’ claim that they learned to cook primarily from their mothers.

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It’s a common truth that our mothers are tremendous influences upon who we become – our styles, our opinions, our mannerisms. But have you ever considered the power mothers have over their children’s food purchasing and preparation habits? In FoodThink’s latest white paper, “The Mom Influence,” we analyze these effects and offer suggestions to food marketers on how to make sense of them.

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In a world where ever-expanding connectivity defines progress, our reliance upon online channels ticks upward every day. Picture this: Wake up. Check Twitter and LinkedIn for news. Have breakfast. Thumb through your favorite blogs. Sit down at your desk. Scroll down your Facebook newsfeed. Sound familiar? Before we even begin our workdays, many of us have invested both our time and trust in a plethora of social channels.

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How does the basic human need to connect impact food marketers? The desire to feel connected to the people around us, the local community in which we live, and ultimately the food we consume is important to remember when we’re creating messages to consumers.

We’ve talked at length about how to make the link stronger between consumers and who is behind the food they’re eating. How can we feed the curious consumer with what they want to know?

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Consumers trust farmers.

About 53% of consumers say farmers and ranchers are a trustworthy source of information on food production. Using farmers in marketing brings a human element, helps consumers fill a desire to know more about the foods they eat, and instills a sense of confidence and care in the food being raised. But if executed poorly, the whole idea can backfire.

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Today is National Ag Day, a day to recognize and celebrate the abundance provided by agriculture. And to help ensure Americans understand how food products are safely, abundantly and affordably produced.

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Bringing awareness to ag.

Many Americans lack understanding and appreciation of agriculture and food production. According to SHS’ latest FoodThink white paper, “Building Trust in What We Eat”:

  • The majority of Americans (60%) say they don’t have good knowledge of food production
    and
  • Only a little more than half (54%) of Americans have been on a farm in the past five years

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