The art of branding ( Friday 03 August 2007 )

Brands are forcing their way back into the fresh produce market and presentation reigns supreme.

Market forces are in favour of new fresh produce brands and firms are responding. Mark Newton, managing director of Soleco UK, explained, "In the last 10 years, we've dumbed down food in many ways, particularly fresh produce. Products are sold on price and availability." The offer had been homogenised to such an extent, he added, "that people are quite literally comparing apples to apples". He emphasised that packaging was important in the differentiation process. "As Orson Welles said, ‘It's only shallow people who don't judge by appearances'."

Ease of handling and protection feature strongly in new packaging formats, yet polybags, nets, overwrapped trays and the clamshell punnet still reign supreme - alongside the sticker. New, exciting formats are bubble shapes, tubes and pyramid-shaped bags. Plastic film has been developed to create its own atmosphere and add shelf life. According to David Shapley of FreshInfo, the time is not too distant where labels would change colour from red to green as maturity develops - adding to their impact.

He continued, "Emphasis relies more and more on a combination of labeling and packaging to attract attention, create wider choice and add value by segmenting the range." Big news on the labeling front is to feature a tale of how the product was grown and harvested. "Traditional, long forgotten identities or methods of production" are being promoted.

Varieties have been brought to greater prominence on specially designed labels incorporating exclusive varieties as sub-brands. Importantly, labeling and packaging present a marketing opportunity for retailers to proclaim additional quality. Providing more information also could be seen as a reaction to purchasing pattern changes.

Convenience will remain a prime consideration. Added value can be created with an apple pack including an apple tart recipe, or a tomato pack offering a free tube of dressing. Mixed presentations will continue to be all the rage: berry fruit, apples and pears sold together, or citrus and tropical fruit.

"As long as there are competitors to face and customers to attract, the art of presentation will live for ever."

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