Choosing the best approach
So how can a food company decide which is the best approach?
First decide what the potential reach of the product is, then who your target audience could be, says Raheja.
If you sell powdered yam then this may only be relevant to one specific community so a vertical approach is best. But if you have a product with a certain amount of overlap that could be used by different ethnic communities as well as mainstream consumers then consider going for a cross-cultural or multicultural marketing route.