While innovation is at the heart of Carman’s, the philosophy remains the same: real food made with real passion. Carman’s Kitchen Table insight community started in mid-2016, and already engages nearly 3,000 passionate consumers. Their community allows the business to become closer to the consumer to ensure they are always top of mind during everyday brainstorming and decision making.
The Carman’s Kitchen Table ‘Surprise and Delight’ program is a key engagement initiative. Members are heavily involved throughout the innovation process, and in recognition of their contribution the program focuses on providing exclusive access to new product announcements and samples. In early 2017, Carman’s identified their top 226 most engaged contributors and sent them a surprise pack containing the company’s newest product launch, before it hit supermarket shelves. It was the company’s way of acknowledging members’ “superstar” efforts, by granting them a first try of the product. In total, Carman’s has sent out over 1,500 Surprise and Delight gifts in its first year and members often share their excitement about being the first to try.