Potato Grower

24 POTATO GROWER | AUGUST 2017 Diggin' In Diggin' In Diggin' In Diggin' In Diggin' In Diggin' In MARKETING| By Matt Stillwell, Digital Marketing Manager, Compac How to create value through fresh produce brands Brand Boom Fresh produce branding is expanding and having a huge impact on the industry. Branding influences the way consumers see and buy produce, so it's important we understand these changes. Branding allows growers and packers to communicate with consumers about their product, including its value, quality and taste. There are a number of other advantages to fresh produce branding, which will ultimately help to distinguish your produce from competitors' and tap into premium returns for supplying high- quality products. By understanding how to correctly use branding, we can ensure we aren't left behind while competitors gain market share. In this article, we'll look at the growth of branding, its benefits, and how you can encourage consumer awareness and loyalty through effective branding. THE RISE OF BRANDING Brands are a tool in the retail industry that communicate perceived value and allow products to achieve high returns they wouldn't otherwise get. However, the development of fresh produce brands is a relatively new phenomenon in world markets. While a reported 80 percent of all products sold have some form of branding, only 29 percent of fresh produce is branded. Fresh produce growers, packers and retailers need to understand the importance of creating strong brands that will make them stand out from competitors and create an advantage when exporting to foreign markets. BENEFITS OF FRESH PRODUCE BRANDS Branding helps create a reputation for a company and builds long-term consumer loyalty. When you have a strong brand, consumers make connections about the product, so utilizing branding in the fresh produce sector can create a sustainable advantage. Let's look at some of the other benefits: • Branding allows fresh produce to become associated with positive attributes and develop consumer awareness. • Branding allows fresh produce to be priced higher as awareness of the brand grows. • Consumers interpret the value of certain brands and the difference between other similar products. Effective branding can communicate value, quality and taste to consumers.

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