Supermarket Perimeter - April 2021 - 50

Produce : Branded

As one of North America's leading marketers and distributors of
fresh and fresh-cut fruit and vegetables, Coral Gables, Fla.-based
Fresh Del Monte prioritizes its branded fresh fruits and their powers
of differentiation, said Pablo Rivero, the company's vice president of
marketing for North America.
" Fresh produce sections are one of the first things a consumer will
see upon entering a store, ultimately setting the tone for the shopping
experience, " Rivero said. " Therefore, Fresh Del Monte recognizes
the importance of branding and promotion, utilizing both tactics to
distinguish our fresh fruits from the rest. "
In today's supermarket and retail store landscape, he said, fresh
produce can easily be seen as just a
commodity. But utilizing strategies to
heighten brand awareness can change how
consumers perceive fresh produce, giving a
face to an otherwise anonymous commodity
and, ultimately, helping to increase sales.
" We feel branded products allow Fresh Del
Monte to live up to its name, " Rivero said.
" Any fresh produce with the Del Monte logo
ensures product innovation, quality and
freshness that has been instilled over the
past 125 years. "

Branding also helps consumers develop word associations with
products, he added. For instance, Del Monte uses the word " reliability "
to build consumer trust and help the company tell its unique brand
story. Of course, it helps to have the advertising, marketing and public
relations muscle behind those efforts that many top brands like Del
Monte enjoy.

Old standbys, new players
It's an exciting time for branded product in the fresh produce
department, and there are lots of opportunities for suppliers and
retailers looking to expand their footprints, said Karin Gardner, executive
director of marketing for Vancouver, B.C.-based Oppy.
Of course there are the old standbys like
branded packaged salads, which have dominated
their categories for a long time.
But Gardner said newer players, like the Ocean
Spray line of easy-peel citrus marketed by Oppy,
are also making their marks and prompting
more and more consumers to routinely seek out
brands while produce shopping.
Oppy also markets Ocean Spray-branded
berries and grapes sold at retail.
Good produce brands, Gardner said, create
links with the eating experience, drive loyalty,

on daily news coverage and
expert analysis covering consumer purchasing habits
and behaviors within the fresh perimeter area and
50 - APRIL 2021

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improve your bottom line within these departments.

OPPY

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Supermarket Perimeter - April 2021

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