Product: Small batch artisan buffalo milk gelato, with home-delivery to a select group of clients and Michelin star restaurants and specialty bistros from Carmel to San Francisco, CA.
Target Audience: The primary market demographic for Bad Cat’s product is a female in her mid-30s or older, married with a household income of $200,000 or greater. She typically has children or grandchildren, and lives in Carmel, Carmel Valley, Pebble Beach, Monterey, and/or Pacific Grove. She may be a part-time resident of the above, with a second home in the Greater San Francisco Bay area. She possesses a post-graduate level of education and is either employed or retired from a professional career that provides her with a significant amount of disposal income for specialty and luxury items.
She aligns her consumer choices with her values. It’s important to her to know about ‘where her food comes from’. She actively seeks locally sourced, organic, minimally-processed whole foods and specialty items purchased directly from a producer, without going through a secondary retail store, market, or distributor. She regularly attends local farmers markets and enjoys a highly personalized, one-on-relationship with producers and growers. She entertains frequently, and enjoys serving her family and guests unique specialty foods that showcase her refined taste and hospitality. She shops at specialty food stores and/or natural foods store chains specializing in organic perishable and prepared foods
It is important to her that producers and retailers – whether farmers, specialty chefs, or restaurateurs– treat its workers fairly with a living wage, and that animals involved in production are treated humanely and compassionately. She cares about environmental issues and insists that food be made in a responsible, sustainable manner. She is vigilant about minimizing her ‘resource footprint’, particularly in terms of her use of single-use plastic and the amount of food waste she and her family produces.
Our customer seeks health-conscious food options, even in desserts and snacks. She enjoys traditional cow’s-milk ice cream, but is mindful of her daily intake of calories, fat, and highly-refined sugar. Additionally, she or a member of her family or guests may be lactose intolerant.