March 21, 2017

JK Farming

FROM PRICE TAKER… TO PRICE MAKER. Launching an innovative, new, consumer-centric grape brand in a competitive category. THE CHALLENGE:  The California grape category is crowded with competition and big budgets. Joe Kosareff of JK Farming, an independent grape grower, wanted to break away from selling his premium quality, organic grapes through brokers. Brokers were only interested in selling his organic grapes as conventional grapes not recognizing the premium grade product. THE SOLUTION: Working through the FreshInsights™ process the grape category was defined including the competition and the grape-buying consumer. It became clear there was a lack of brand and packaging communication  
March 21, 2017

Lone Star Citrus Growers

Revolutionising the Grapefruit Category: Reinventing a declining category – and generating more sales and profits in the process. THE CHALLENGE: For Lone Star Citrus in Mission, Texas, the arrival of a corporate competitor in their region threatened to change their future forever. Deep marketing pockets and new innovative branding impacted Lone Star and they were losing business. This, coupled with the overall decline of the grapefruit category, could have spelled gloom for this multi-generational family farming business. THE SOLUTION: During the discovery phase of FreshInsights™ process it was obvious that for 20 years grapefruit consumption has fallen drastically. In order  
March 21, 2017

Edible Gems

Creating a world first category, with a world class product. THE CHALLENGE:  Michael and Jina Tripodi of Redland Orchards in Victoria, Australia needed someone with industry knowledge to develop a clever brand, high impact packaging and a smart category strategy for their new shelled borlotti bean product. The key to success would be unlocking the potential this world-first product had to offer. THE SOLUTION: As part of Lisa Cork’s FreshInsights™ process, extensive product, market and consumer behaviour research was undertaken to define the target shopper and purchase triggers. Overseas trends showed specialist produce marketers were starting to dabble in this  
March 21, 2017

PIQA Boo Fruits

Creating a Strategic Global Brand for a World First Fruit With many Stakeholders, Limited Time and MINIMAL Budget. THE CHALLENGE: PIQA Boo is a new fruit combining the best of Japanese, Chinese and European pears. Developed over twenty years by Plant and Food Research New Zealand and commercialised by Prevar Limited, PIQA Boo’s seven marketers and exporters needed a ‘go to market’ launch strategy to help them successfully sell and position the fruit during it’s first season in market. THE SOLUTION: Lisa Cork with her team and the FreshInsights™ Process initially undertook comprehensive background research to understand PIQA Boo’s potential positioning