Sometimes, insightful breakthroughs originate from unlikely places. I was reminded of this while listening to Barbara Jirka speak at the Kid and Mom Power Food and Beverage conference in January in Boston. Jirka is channel marketing manager for Tyson Foods, and she was discussing how to market healthful foods to kids and moms. If you want kids to embrace your brand, heed what Jirka learned, because it really opened her eyes. Jirka's focus at Tyson is the schools channel, and recently, after observing kids in this setting, she concluded that the school environment isn't as you remember it. To Jirka's surprise, socialization takes precedence over all in today's school cafeteria, because more demanding curricula are squeezing lunch periods. With lunchtimes now more abbreviated, fun trumps food.
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