ZALES

Selling Through the Unthinkable: Turning Grief into Opportunity: A Spark in the Funeral Tent South Africa at the turn of the 21st century was grappling with a devastating AIDS epidemic. The crisis was so severe that it drastically shortened life expectancy and reshaped daily life. Every Sunday, communities gather under funeral tents to mourn loved ones lost to the disease or workplace tragedies. These tents became a symbol of collective grief—and unexpectedly, an unlikely gateway to innovation in sales. Enter McCain, the global frozen foods company. At the time, South African households predominantly used fresh vegetables for cooking. McCain, having recently acquired frozen vegetable and potato processing plants in the country, faced a significant challenge: how to convince a market deeply rooted in tradition to embrace frozen vegetables. The concept of convenience and consistent quality felt foreign to many. The breakthrough came from an unusual observation. Funeral tents, often filled with mourning families and neighbors, also hosted women peeling, chopping, and preparing fresh vegetables for large meals served to attendees. It was a time-consuming task, especially for a community already burdened by emotional and physical exhaustion. McCain’s sales team saw an opportunity where others might have seen none. They approached these gatherings not as moments of tragedy but as windows to introduce a solution. With frozen vegetables, the women could save time and effort, achieve consistent quality, and still prepare delicious meals for hundreds. From Tears to Trends: Changing Minds One Meal at a Time The idea took root. McCain began sponsoring funeral tents, providing not just frozen vegetables but also physical tents branded with their logo and messaging. These sponsorships offered a dual purpose: a practical benefit to grieving families and a platform for McCain to showcase its products in action. Week after week, more South Africans experienced the convenience and quality of McCain's frozen vegetables firsthand. The trend caught on. What began in funeral tents spread to households across the country. Families started recognizing that frozen vegetables weren’t just convenient; they were affordable, reliable, and a game-changer for busy lives. Supermarket shelves became the next frontier, with South Africans eagerly purchasing McCain products for their own kitchens. The Lesson: Innovation in Sales is About Seeing the Unseen This story isn’t just about frozen vegetables. It’s a masterclass in thinking outside the box—quite literally. McCain’s ability to identify a sales channel in the most unexpected of places highlights the power of empathy, creativity, and adapting to the consumer’s world. Even in the somber environment of a funeral tent, they found a way to provide value, connect with the community, and build lasting trust. The takeaway is clear: Don’t let traditional thinking confine your approach. Whether you're selling an idea, a product, or a vision, sometimes the most unconventional paths lead to the most impactful results.