It’s is interesting to read about branding. There are lots of people who make it sound like branding is an expensive and complicated process. There is no doubt, if you are a big corporate with lots of brands in lots of countries, I am sure it is complicated and expensive. Fresh Produce Branding Does Not Have To Be Complicated But for the average produce company, I don’t think branding has to be that complicated at all. Take a look at this gum pack I just bought. I love it – vitamin gum. Any uncertainty at all what’s in the pack?
It is always interesting to track fresh produce brand conversations online. As a shopper driven marketer, I like the insight it gives into the shopper mindset. I recently came across this post on www.openideo.com. Branding Vegetables! There is huge opportunity in the vegetable category for branding. Most fruits and vegetables are sold without brand names. A few exceptions are Chiquita and Dole. When a person thinks of ‘banana’ they probably think if ‘Chiquita’, a brand almost synonymous with the fruit. But why is that not the case for apples? We know types of apples – Gala, Fuji, Granny Smith –
Hot off the press, the following column has just appeared in Produce Plus Magazine’s Winter 2013 issue. The task was to write a column on effective branding in under 500 words. Must admit – I think I achieved it quite nicely. Branding is a passion of mine – particularly produce brands that talk to the consumer. For most of fresh produce, this area is untapped. Tiz why I am on a one-woman mission to reach out to growers and help them with their branding and packaging communication strategy. Most every produce company pays hugely for packaging – but often then
I love grocery stores. It’s a sick addiction, I admit, but as a fresh produce marketer, I find the branding and packaging of grocery products so interesting. In fresh produce, our branding and on-pack message has often been limited to a PLU sticker smaller than a postage stamp. Makes it tough to be creative with a brand or message when there is no room! Hence why I envy packaged foods. Packaged food manufacturers treat every square speck of their package as a billboard to convey powerful “buy me” messages to shoppers. On a crowded shelf, these messages are often the