Branding in fruit and vegetables is not a new concept. Companies such as Florette and Dole have successfully introduced brand identity to bagged salads and bananas.
However, the question remains: can brand loyalty in fresh produce mirror that seen in coffee, cheese, or frozen foods? Unlike these products, where consumers develop strong attachments to specific brands due to consistency in taste and quality, fresh produce purchases are often guided by appearance, freshness, and availability.
Jürg Burri from Sweet Tango Apples believes that while branding has gained some traction in the apple sector, consumer loyalty is primarily tied to the variety rather than the brand itself. He notes that branding can enhance a variety’s appeal, but shoppers tend to focus on specific fruit attributes, such as taste, texture, and quality. This presents a unique challenge in building consumer loyalty within the fresh produce sector.
Hannes Tauber from VOG – Home of Apples observes that the apple category is evolving alongside European consumers’ lifestyles. Following an initial phase of innovation at VOG led by Pink Lady® and a second phase with the introduction of Kanzi®, envy™, and yello®, the industry is now in a third phase. This stage is characterised by a broad, high-quality selection available year-round, ensuring that consumers can find apples suited to their specific tastes and needs.
Hannes notes that changes in consumer habits require a flexible approach, with continuous market analysis to generate value across the supply chain, from apple farmers to retailers and end consumers. Each apple brand must establish a distinct identity, conveying a specific set of values, lifestyles, and aspirations. By doing so, the fruit itself becomes a connection point with consumers, engaging them in a meaningful way.
For example, Kanzi® represents energy and targets a dynamic audience, envy™ is associated with beauty and indulgence, Giga® is a robust, aromatic apple ideal for sharing, and RedPop® is positioned as a fun, portable snack. Meanwhile, Cosmic Crisp® promises a “heavenly taste,” and Marlene® embodies the culture and flavours of its region. These brands have built loyal markets, with consumers embracing not only their flavour and quality but also their identities and values. This strategy proves effective in attracting new customers by extending beyond traditional marketing approaches.
B2B Marketing and the Future of Fresh Produce Branding
Beyond consumer-facing strategies, branding in fruit and vegetables also plays a crucial role in business-to-business (B2B) marketing. Retailers, importers, and growers collaborate to refine product offerings, using large-scale consumer trials like Fruitology™ to optimise their selections and improve sales performance.
With ongoing advancements in natural breeding and consumer-driven branding strategies, the fresh produce industry stands at a turning point. While brand loyalty in fruit and vegetables remains a challenge, the question is whether shoppers will begin associating certain varieties with specific brands, similar to packaged goods, or if freshness and appearance will always take precedence over name recognition.
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