Prominent focuses on millennials

In the third and last video in the series, Prominent gives a peek into the life of Bella. A girl who grew up in the city. She was born at the end of the '90s and became what she is today during the early years of the new millennium. 'Millennials like Bella make a conscious choice in favour of a healthy lifestyle. Her generation is one of the most influential ones in history and it's right at the point of determining how money will be spent in the coming years,' says marketing manager Wim van den Berg.

'Millennials like Bella make a conscious choice in favour of a healthy lifestyle. It's their daily routine. They exercise more, eat more responsibly and try more new flavours than previous generations. They also behave differently when shopping. Having product information, reviews and price comparisons at their fingertips, this target group chooses maximum convenience at sensible prices - and products preferably produced and packaged with a concern for sustainability,' says Wim. 'To stay healthier throughout their lives, shoppers like Bella don't mind paying a bit more. This means they are willing to spend more on their fresh produce.'

The right tomato for the right consumer
Millennials (also known as Generation Y) are all set to redefinethe economy. Their experiences are going to change the way we now buy and sell. Every target group is characterised by a certain lifestyle. 'Besides Bella's generation, there's also the generation of mothers like Femke or the business owners like Laurens… Each of them spends their day differently, and each of them has their own preferences when it comes to food. These insights are important for making the right tomato as attractive as possible for the right consumer. Following these most influential target groups gives us and our customers interesting insights and helps us provide these target groups with a better shopping experience.'

Watch the video and see what makes Bella happy.