Savvy Strategies. Persuasive Packaging. Bold Brands.

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If you are a fresh produce business looking to challenge competitors,
refresh your identity, create a new brand or develop smart packaging
that makes shoppers want to buy...then you’ve come to the right place.

We are Fresh Produce Marketing – a small, specialised, strategic agency with big ideas and extensive experience
in the fresh produce industry. Our clients are fresh produce growers, marketers & industry associations around the
world. Every day we help them create smart strategies, packaging and brands that drive growth.

We combine passion and a deep understanding of the fresh produce industry
with strategic thinking and real branding, packaging and marketing nous to help
fresh produce businesses succeed. If you have an idea, vision or project…
we can help.


  • – Locky Wilson, CEO Delta Produce Growers Co-operative

     “Where we as growers just saw a brand re-fresh, Lisa and her team saw whole new opportunities to reposition kumara as a more consumer friendly vegetable. As a result of her vision, we have completely changed the way we market and pack our kumara and our growers are making more money as a result.”

    – Locky Wilson, CEO Delta Produce Growers Co-operative
  • – Joe Kosareff, JK Farming, California, USA

    “Working with Lisa, even across the miles, was easy. She was strategic, clever and innovative and took charge of the whole process allowing me to get on with growing. My bottom line has benefitted from her expertise already.”

    – Joe Kosareff, JK Farming, California, USA
  • – Veronique Sallin, IMG Citrus Inc, Florida, USA

    "Lisa is highly creative and not afraid to “revolutionize” a category. She understands the needs and expectations of growers, consumers and distributors and the dynamics that connect them. Lisa is insightful and visionary, but most important she truly cares about delivering beyond the expectations of her clients."

    – Veronique Sallin, IMG Citrus Inc, Florida, USA
  • – April Flowers, Lone Star Citrus Growers, Texas, USA

    "We were able to maximize marketing opportunities through existing avenues we simply had not previously seen as valuable or available. I would highly recommend Lisa to any produce business – she's the best at what she does!"

    – April Flowers, Lone Star Citrus Growers, Texas, USA
  • – Kevin M. Delaney, Procacci Brothers, UglyRipe tomatoes, Pennsylvania, USA

    "We brought Lisa in to redesign and enhance the messaging on our UglyRipe consumer pack. Communicating across two continents proved to be as effective as if we were meeting right in our office. Lisa’s insight, expertise and vision were all validated in the final work."

    – Kevin M. Delaney, Procacci Brothers, UglyRipe tomatoes, Pennsylvania, USA

Lisa Cork is an award-winning fresh produce strategist. With nearly 30 years
experience, Lisa lives and breathes fresh produce. She is a thought leader,
writing regular columns on branding and packaging strategy and speaking at
key industry events around the world. Passionate and professional to the core,
Lisa is highly regarded in the industry as a trusted advisor and advocate for her

Find Out More

Lisa Cork Brand IQ

March 25, 2018

Location, Location: This Mantra Applies to Packaging Too

In the real estate game, the key to success is location, location, location. In designing packaging, a similar rule applies. The location of where and how your product will be merchandised is also important. In our work with Lone Star Growers Texas on their Winter Sweetz brand (see my Work tab for the case study), retail visits in their key markets revealed that 50% of the time, their grapefruit brands were merchandised in ‘portrait’ and 50% of the time, they were merchandised in ‘landscape’. Since most bags were graphically designed for portrait, one way for my client to stand out  
March 14, 2018

Health on the Shelf

Going a bit off-piste with this brand – but just seen at @sxsw festival in Austin. Not necessarily a #brand or #packaging for a supermarket shelf – but quite likely these kits will be popping up at a USA pharmacy near you. Medical testing democratised for the masses…interesting stuff.
March 9, 2018

Compelling Graphics Demand Notice

Every brand has a graphic element – whether intentional or not. Even just a low budget, font treatment makes a statement as a graphic element. Graphics are very important to the perception your brand and pack creates. As seen on a recent trip to Shanghai, the graphics on these Labooko chocolate bars are amazing. Each almost a unique piece of art – and absolutely made me want to buy as I envisioned nothing but quality chocolate inside. What do your brand graphics saying about your brand? Your pack? Happy branding. #branding #brandstrategy #packaging #foodpackaging #foodretailing #retail #brandsandpacks #chocolate #lovemyjob #womeninbusiness  
March 6, 2018

Clever Brands Have Risks And Rewards

Clever naming is a popular branding strategy. Slight misspells or changing pronunciation are tricks used to convey a brand theme – especially in crowded categories where the more common names are taken. However, you need to be careful your brand name does not get too clever. Take this pack ‘tude. What’s your interpretation of what ‘tude stands for given this is a fresh apple juice that features different varieties of apples?? My guess is it’s short for ‘attitude’ and the goal of the brand was their target consumer has a bit of a ‘tude about their preference for a fresh  
March 20, 2017

The China E-Commerce Explosion

I’ve been tracking the rise of e-commerce fruit sales in China for the last 18 months, through the likes of companies like FruitDay. Yummy77 is one of the new e-commerce fruit sales companies in Shanghai. This delivery was laden with boxes and had two ice-chests for keeping product cold. Very efficient and effective. Having met and heard Loren Zhao speak, it is interesting to hear how he describes his business. He says, “We are a technology company that sells fruit.” And that describes the brave and burgeoning world of e-commerce in China. Having just spent some time in Shanghai, the  
March 20, 2017

The Art of Producing Food

I’ve never really had a garden. There was one year I grew a few tomatillo plants but as far as having a large, grow-your-own-food-and-be-self-sustaining garden, I’ve never had one. Not until recently. After 15 years we finally moved to a house where the section is truly massive (compared to the previous), and with a raised garden box. So this year, my inaugural garden year, I planted it with the basics. With huge pride I’ve tended it, plucked caterpillars and watched the plants flower and fruit. For someone with degrees in agribusiness and a career marketing fruit and veg, I am  
March 20, 2017

Packaging Matters

Companies don’t care about their packaging and mostly when I ask a grower about it, they reply variably with “It’s not an issue for us” or “We’re happy with our current packaging – it’s working fine.” And they’re half right, packaging itself is neither the problem nor the solution. But the ability to utilize every means at your disposal to sell more produce for more money is. People don’t buy fruits or vegetables because of a brand name or what variety it is. They buy it for what it does for them. This means it’s time to stop treating your  
March 20, 2017

Hacks and Nasties

The Changing Language of Fresh Produce Marketing How many of you have had an encounter with either a hack or nasties? Sounds like something to be wary of when in actuality, these are both just new marketing terms involving foods. Hack has emerged as a word describing a short cut in recent years. If you Google the word ‘fruit hacks’, you get over 1.5 million hits. Some of the more popular sites are, “21 Fruit Hacks to Make Your Life Easier” or “10 Best Fruit Cutting Hacks Because Life is Hard.” So a fruit hack is all about making eating  
March 20, 2017

A US President, Broccoli and Where The Produce Revolution Began

The biggest marketing coup of my career came just after I became Marketing Manager at Apio Produce Sales… it involved broccoli and a President. President George Bush Sr. banned broccoli from Air Force One, saying he’d hated it since boyhood. Given Apio was big into broccoli I had to do something, so I organized a ten ton “protest”. Our growers donated the broccoli and we trucked 10 tons of it to the White House. The global media ate it up. Would you believe it was the first press release I’d ever written? Besides generating over $150 million dollars in free  
May 6, 2014

How Homemade Truffles Link To Fresh Produce Value Growth

A girlfriend of mine recently started a business making homemade truffles. These little chocolate treats are amazing – creamy, flavourful and very hard to stop at one. She decided to sell them at a local farmers market and we recently spent time discussing her pricing strategy. She currently sells her truffles for $1 each. So I asked her, how much does the competition sell truffles for? She advised they sell for $2 to $2.50 each. So I probed further about how she set her price and she advised she worked from the cost of production up to arrive at a  

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