|Custom 34-foot RV will visit everywhere from farmers’ markets to specialty shops; chef's kitchens to R&D labs. David Michael experts will meet and greet Northeast, Mid-Atlantic customers to share food tastes, trends and topics.|
Dubbed "The Great Escape to Innovate," the tour features a 34-foot RV that will tour and visit everywhere from farmers’ markets to specialty shops; chef's kitchens to R&D labs.
"The 'Great Escape to Innovate' is an exciting way to deliver innovation right to our customers' doorsteps,” says Skip Rosskam, David Michael & Co. president & CEO. “David Michael has always had a reputation for being an innovator in the industry, starting with the very first product – a bourbon flavor, ‘Oldtime Special Body & Age – we created, 117 years ago. We haven't stopped and it's an attribute in which we take a great deal of pride.”
The Great Escape tour combines an information-gathering adventure with face-to-face customer meetings. David Michael’s traveling food experts will gather unique and relevant ideas for customers. Secondly, they will discuss the latest trends in technology, flavors, stabilizers and natural colors. Last but not least, these face-to-face sessions will give David Michael an opportunity to listen and learn—straight from customers and consumers—about their wants, needs and insights.
"The Great Escape is the best of both worlds," adds Steve Wilbur, vice president of marketing. "We energize our customers about the latest trends with exclusive, current information and show them how we can help with product development and insight. At the same time, we gain fresh perspectives on the industry's hot topics and that allows us to continue the innovation that sets David Michael apart."
Designed to be highly interactive, engaging and entertaining, David Michael says “The Great Escape to Innovate” promises a full range of benefits and offers customers a well-rounded educational experience. Those benefits will include:
- fresh, focused trends and new consumer insights;
- signature product demos from David Michael’s 2013 Innovation Roadshow (in early May);
- personal interaction with David Michael's creative, energetic R&D, marketing and consumer insights team members;
- opportunities to taste unique products from across the nation and around the world;
- creative culinary product demos; and
- technical training sessions.
David Michael says it launched The Great Escape tour to mark the 10th anniversary of the David Michael Innovation Roadshow.
"Innovation Starts Here isn't just a tagline, it's a philosophy and call to action infused into every dimension of the David Michael culture," says Wilbur, "This tour demonstrates that. It was a team effort between the marketing department sales and R&D. We combined ideas and forces to come up with the most effective, never-been-done-before way for us to bring the best of our Roadshow to customers beyond Philadelphia, plus add more features and benefits specially suited for a traveling tour.
The Great Escape to Innovate RV comfortably seats 10 and is customized with several large-screen TVs, an outside awning and a kitchen equipped for culinary presentations. The RV hit the road in mid-May, and will initially travel for three months through 12 Northeast and Mid-Atlantic states.
"We anticipate the Great Escape happening for years to come, quite possibly expanding to reach the entire U.S. and Canada," says Rosskam.