Build Trust with Branding

Merchandising, sampling, and other point of sale initiatives also are critical to building a brand. “You need to get consumers to try your product the first time,” Lucido notes.

“I believe a key factor of success is having at least one retailer believe in and support your brand, acting as a catalyst to the rest of the market,” explains Tuggle-Dinner. “Having a retail partner in launching a new brand can be the foundation of success.” National consumer advertising is one element of branding that is too costly for many produce companies. “It’s very difficult to advertise to consumers without a big national budget,” says McLaughlin. “Most produce businesses are medium-sized and family businesses and don’t have the millions or billions of dollars required to build a consumer franchise. They tend to advertise to who matters most—the retailer or foodservice,” he observes. “Advertising to an intermediary encourages them to put your brand out, and that’s what consumers see.” 

Wrap Up
No matter how it is achieved, suppliers and consultants alike believe branding is likely to expand within produce departments. Well-known brands like Vidalia onions and Chiquita bananas, and those currently gaining devotees like Sumo Citrus and Kalettes, will share space with an increasing field of newcomers as businesses throughout the fresh fruit and vegetable supply chain invest in the future, building value for themselves and their partners.

After all, as Stemm puts it: “Produce is the most important department for a retailer to distinguish itself and build loyalty with its customers.” Branding is key to this differentiation to bring customers in the door and keep them coming back.