What’s a brand in produce today? Is it a packer label, a variety of a crop, a “dreamed-up” store label or a more traditional “CPG brand” supported by the art and science of branding? The answer in produce today – our Produce Brand Study for summer 2021 determined – is all of the above. If the consumer believes it is a brand – then it is! Regardless where your company is in its branding orientation, the question is not to brand or not brand, for who doesn’t want higher margins, loyal followings and a “green light” from retailers and consumers for future innovation? The question today is “how to brand produce.” Many growers and packers are hesitant to take the risks of investing in a long-term brand development program. But that doesn’t mean they have to forego the benefits of branding; there are many paths to adding value and winning at retail.
The produce industry, at large, is in its early stages of Brand Development. As it transitions from a commodity business to a value-added branded business, there are many opportunities to add value and grow margins. Here are the Top 10 Ways to drive commodity margins and move to Brand Love over time.
Arguably there is overlap in some of these strategies. But if you are struggling in getting your company to take the huge hurdle into branding, these focused strategies might help you build your business case internally.