Building and Using a Business List (858 words)

The Food-By-Mail Market

There is a message in Harry and David's story for today's food and gift catalogers. Food mailers don't like to admit it, but they are not in the food business. They're in the gift business. Today this market segment, according to the "1997 Guide to Mail Order Sales" published by Marketing Logistics Inc., includes 620 different catalogs or direct marketers and produces revenues in excess of $1.76 billion. There are a number of major players, including Harry and David, Omaha Steaks, HoneyBaked Ham and Hershey Foods, whose names have become brands unto themselves. Every sub-segment—nuts, candy, fresh meat, baked goods—has its leaders. These food mailers have a number of things in common: