In recent years, cauliflower has emerged from being a simple side dish to a versatile ingredient in the health and wellness food market. This paper explores the marketing strategies crucial for promoting value-added cauliflower products, such as cauliflower rice, pizza bases, and snacks. It delves into consumer behavior, digital marketing trends, and the importance of sustainability and health benefits in influencing purchasing decisions. The aim is to provide a comprehensive overview of effective approaches to market these innovative products, ensuring their success in the competitive food industry.