by Alice DeLuca
Would you like to buy a few metric tons of tomato paste? For only $786 per metric ton you may purchase a minimum of 20 metric tons in 238 kilogram drums. That’s one of the interesting business opportunities that are dropped in the email box of a food blogger these days.
Food bloggers also receive lots of offers for coupons. The scheme goes like this: if the blogger will just agree to write nice things about Company X, the company will provide coupons to offer to blog readers as enticements for them to visit, thereby driving up the blog’s popularity as measured by page visits.
Instead of money and real compensation, manufacturers and marketers offer the food writing community coupons in exchange for the virtual currency of “visits”. Using coupons of very little value, and shamelessly taking advantage of blogger vanity, the company receives “exposure” without having to spend a single honest dollar for advertising. The problem is that this currency of “visits” and coupons is coinage that the blogger cannot spend or barter for things of real value.
Also common is the “free sample” offered so the hapless food blogger will “tweet’ about the product or perhaps “like” the product on Facebook, thereby starting a viral marketing event that companies dream about. I have found entire Styrofoam containers of frozen food products shipped to my doorstep, sent by a startup company hoping I will write favorably about their product and start a stampede of customers. Few of these products have been even as tasty as hospital food. In addition, since 2009, if a blogger receives a product in exchange for a review, the Federal Trade Commission requires the blogger to disclose the gift.[i]
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