June 23, 2013

Branding Produce or What’s In A Name

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 –  
June 6, 2013

How To Design A Brand

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  
July 18, 2012

In Packaging, The Devil Is In The Details

I read an interesting stream from my Fresh Produce Google Group recently about ASDA adopting an innovative traffic light colour coding system for their avocados. The article describes how a green box will be used for lovely, brown ripe Hass avocados that are ready to eat, an orange box will be used for avocados a few days away from being ripe and a pink box will be used for not ripe avocados. I applaud this initiative to colour code because let’s face it, avocado ripeness is a mystery to most shoppers. However, the devil is in the details. Maybe it’s  
September 6, 2011

Can A Sticker Convey A Message?

I’m passionate about packaging. Whether sticker, bag, punnet or pack, I believe any produce package can be optimised to better reach out to the consumer and help drive sales. But I want to focus on PLU stickers for a moment. PLU stickers have limited space. I get that. However, the number of stickers I see that waste the opportunity to have some kind of consumer message on them staggers me. Take the mandarin stickers in this photo. While they tell me the variety, this knowledge does not help if I don’t know what the key characteristics of a variety are.