Somali descent, female, aged 25-45, active on Instagram/YouTube, culturally engaged

Product Positioning

The premium Basmati rice can be positioned as a high-quality, authentic product that caters specifically to the culinary traditions of Somali communities in Finland. Emphasizing the rice's unique qualities, such as its aroma, texture, and nutritional benefits, can help differentiate it from other rice products in the market. Highlighting its versatility in traditional Somali dishes, as well as its suitability for modern recipes, can create a strong product/market fit. Fresh angles could include promoting the rice as a bridge between traditional and contemporary cooking, appealing to both older generations and younger, health-conscious consumers.

Target Customers

The ideal customer profile includes:

• Somali Families: Parents looking for high-quality ingredients to prepare traditional meals for their families, valuing authenticity and taste.

• Cultural Enthusiasts: Individuals interested in Somali culture and cuisine, who may not be of Somali descent but appreciate diverse culinary experiences.

• Health-Conscious Consumers: People who prioritize healthy eating and are looking for premium, nutritious food options.

Illustrative examples include:

• A Somali mother preparing a family meal for special occasions.

• A young Somali professional sharing recipes on social media.

• A local Somali restaurant owner seeking quality ingredients for their dishes.

Potential Influencer Matches

Suitable types of influencers for promoting the product include:

• Culinary Influencers: Chefs or food bloggers who specialize in Somali or East African cuisine. They can create authentic recipes using the rice, showcasing its quality and versatility.

• Cultural Influencers: Individuals who focus on Somali culture, traditions, and community events. They can share stories and content that resonate with the target audience, fostering a sense of community and trust.

• Health and Wellness Influencers: Influencers who promote healthy eating and lifestyle choices. They can highlight the nutritional benefits of Basmati rice, appealing to health-conscious consumers.

Each type of influencer can effectively reach the target customers by leveraging their established trust and engagement within the Somali community and beyond.

Content Creation Ideas

Proposed content topics and ideas include:

• Recipe Videos: Step-by-step cooking demonstrations featuring traditional Somali dishes made with Basmati rice, appealing to both nostalgic and modern tastes.

• Cultural Stories: Posts or videos that explore the significance of rice in Somali culture, including personal anecdotes or family traditions.

• Health Benefits: Infographics or articles discussing the nutritional advantages of Basmati rice, targeting health-conscious consumers.

• Cooking Challenges: Engaging the audience with challenges to create their own recipes using the rice, encouraging user-generated content and community interaction.

• Collaborative Cooking Events: Hosting live cooking sessions with influencers, allowing followers to cook along and ask questions in real-time, fostering a sense of community and engagement.