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.

Lisa Cork Brand IQ

Here's how we help companies just like yours.

March 21, 2017

TRUU Fresh Foods

Creating an Innovative, ‘Clean-Label’ Brand, + A Packaging & Positioning STRATEGY for a new HPP Fresh Juice/Food Product Range. THE CHALLENGE: Globally, the juice and ‘clean-label’ food category is expanding exponentially and retail shelf-space is crowded with both clever and earnest brands. The challenge was to develop a unique positioning strategy for a new range of HPP (High Pressure Processing) juice and food products that stayed true to the owners vision of ‘nourishing humanity’. The brand needed to showcase the beauty of HPP juices produced from real Australian fruits and vegetables… while cutting through the clutter of many competitive products  
March 21, 2017

Pink Lady Apples NZ

Pink lady apples partners with NZ Breast Cancer Foundation to mutual benefit THE CHALLENGE: Pink Lady apples are grown in New Zealand mainly for export markets. However, it is an apple well suited to New Zealand tastes and Pink Lady NZ wanted to create a promotional platform for the apple. But the apple category in New Zealand is crowded with multiple apple varieties at a range of price points. How could Pink Lady launch itself in the local market as a premium apple, securing the shelf space and promotions required to drive sales? THE SOLUTION: Pink Lady NZ worked with  
March 21, 2017

Naturalls Grapes

an innovative re-positioning of a favourite Organic Grape brand to tap into a new market THE CHALLENGE: Borderland Organics is Australia’s largest organic grape grower. As a second generation family farm, their move to grow organic grapes was bold – and not without struggle during the conversion period. But they were committed to it being successful as they were raising four young kids on the farm and no longer wanted to use synthetic chemicals. While growing organic grapes was a success…the challenge was sales. Packed with only the farm name and positioned in organic (& out of the way) cabinets at retailers they  
March 21, 2017

Love! Kumara

Revitalising a stagnating category to drive sales and value growth THE CHALLENGE: Delta Produce Co-Operative is New Zealand’s largest producer of sweet potato, known locally as New Zealand Kumara. A co-operative of 25 growers, Delta wanted help for stagnating sales and what looked to be a poor season. The co-operatives challenge is similar to many growers, “We were selling most of our kumara loose and the competition was tough. Loose kumara is generic, a commodity, and prices were being driven down. We thought if we could upgrade our packaging, we could carve out a more profitable niche for ourselves.” Locky  
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  
March 8, 2017

Mr Apple NZ Ltd

A BRAND DEVELOPMENT JOURNEY: FROM TRADE TO CONSUMER FOCUSED OR HOW TO INCREASE RETAIL DIRECT SALES IN CHINA AND ASIA. THE CHALLENGE: Mr Apple is New Zealands largest apple exporter. Responsible for exporting 25% of the New Zealand crop to 60 markets around the world, it’s a well known trade brand. However, changing market conditions in Asia showed retail direct business was on the rise. In order to optimise sales and drive brand awareness with consumers, Mr Apple needed to rethink its branding, brand story and packaging. THE SOLUTION: Mr Apple contracted Lisa Cork of Fresh Produce Marketing to help  
March 8, 2017


BRAINSTORMING SESSION UNLOCKS NEW VALUE GROWTH OPPORTUNITIES THE CHALLENGE: NutriKiwi is a brand that has worked hard to position itself successfully in the Australian market. The company wanted to move beyond ‘commodity’ and position the brand to earn more revenue per carton. THE SOLUTION: NutriKiwi hired Fresh Produce Marketing’s CEO, Lisa Cork, for an informal brainstorming session to review their strategic plan and identify new growth opportunities. THE RESULTS: The brainstorming session yielded seven new ideas for NutriKiwi to unlock more value growth and position the brand ‘beyond commodity.’ Highlights of the insights included: 1. Position CEO as a key  


  • – 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
clients. Her strategic thinking has been recognised by the produce industry as Lisa
has recently been appointed a Director of the Produce Marketing Association in the USA,
who sought her out specifically for her ‘thought leadership’.

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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and let's talk it through.

+64 274 772 842 | email
SKYPE: LisaSCork @broccolilady |