Supermarket Perimeter - January 2019 - 48

Produce

Brand power
BY ANDY NELSON

"These organizations made branding a priority
early in their organizational development and stayed the
course and the dividends paid off," Goodman says. "They
have gained clear consumer brand recognition, premium shelf placement, growing market share and in many
cases premium value over competitors."
And branding, Goodman says, is definitely on the
rise in the produce industry. Retailers, she says, know
that branding matters. It's a visual cue for quality and
trust - as well as triggering consumer interest.
"Today, most major grower-shippers and even
smaller regional players have made investments in
branding and marketing to not only be more competitive, but to be more appealing," Goodman says.

AN APPLE IS AN APPLE, A POTATO A POTATO. RIGHT?
Wrong. Every grocery perimeter shopper knows there's
an enormous variety of apples, potatoes and almost
every other kind of fruit or vegetable you can think of.
But it's wrong for another reason. Fresh produce
- traditionally known as a "commodity" category, one
in which Company A's Red Delicious apple is basically
indistinguishable from Company B's - is evolving.
In many cases, commodities are being replaced
with brands. In an age where consumers demand
transparency and differentiation and want to hear stories
about where their food came from, brands are playing
an ever more important role.
The role of branding in produce has changed a lot
since Kathy Means, vice president of demand creation
and consumer affairs for the Newark, Delaware-based
Produce Marketing Association, first joined the industry.
B2B brands weren't difficult to find, but B2C was a
different story.
"When I came in 30-plus years ago, there were
three or four consumer-facing brands that everyone
knew, and that was it," Means says. "The last several
years, there's been a lot more interest in B2C."
Wonderful Halos, Avocados from Mexico, Idaho
Potatoes and NatureSweet Tomatoes are among the
many examples of the brand power that can be harnessed by "commodities," says Melinda Goodman, president of consultancy Full Tilt Marketing.

Standing out from the crowd

THE HALOS EFFECT
Years ago, when produce was
mostly commodity-driven,
produce companies didn't
think much about branding,
says Melinda Goodman, president of consultancy Full Tilt
Marketing. The industry had a
wakeup call when Wonderful
announced a $100 million
marketing plan in 2013 to

48 - JANUARY 2019

introduce its Halos brand of
clementines. "Many wondered
how that kind of spend was
feasible in a low margin business like fresh produce," she
says. "A mandarin or clementine was just another commodity and Cuties already owned
the brand space. But what
Wonderful understood was

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that they had ground to make
up on the popular Cuties, and
it would take great branding
and a marketing investment to
make it happen." Fast forward
to today: not only has Halos
built a household brand that
has national brand recognition,
Goodman says, but they've
surpassed Cuties in sales.

WONDERFUL, JOHN UNREIN/SOSLAND PUBLISHING COMPANY

In an industry that has seen the number of SKUs in
the average retail grocery fresh produce department
skyrocket in recent years, the advantages of having
a strong brand to help move product are many,
Means says.
"It helps cut through the clutter and helps
consumers see products as less of a commodity
and more of a value-add," she says. "It's a complex
marketplace, and the sophistication of marketing is
also increasing."
That's true, Means says, of both "simple"
products like an individual piece of proprietary fruit
and of more complex ones like meal kits, salad kits and


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Supermarket Perimeter - January 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2019

Supermarket Perimeter - January 2019
Editor's Note - More of a good thing
Contents
The wire
Ready to run
YOUTH MOVEMENT
From passion to profits
Bakery - Natural ingredients
Pastries
Deli - Seasonal merchandising
Snacking cheeses
Meat & Poultry: Dietary callouts
Flavor enhancers
Produce: Brand power
Leafy greens
Seafood: Sustainable gains
Food safety - Equipment innovations
Commissary Insider
FOOD SAFETY - FACILITY DESIGN
PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
PACKAGING - SINGLE-SERVE PACKAGING
R&D - CLEANING AND SANITIZING
Product Showcase
Advertisers
Fresh takes
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - 2
Supermarket Perimeter - January 2019 - Editor's Note - More of a good thing
Supermarket Perimeter - January 2019 - Contents
Supermarket Perimeter - January 2019 - 5
Supermarket Perimeter - January 2019 - The wire
Supermarket Perimeter - January 2019 - 7
Supermarket Perimeter - January 2019 - 8
Supermarket Perimeter - January 2019 - 9
Supermarket Perimeter - January 2019 - 10
Supermarket Perimeter - January 2019 - Ready to run
Supermarket Perimeter - January 2019 - 12
Supermarket Perimeter - January 2019 - 13
Supermarket Perimeter - January 2019 - YOUTH MOVEMENT
Supermarket Perimeter - January 2019 - 15
Supermarket Perimeter - January 2019 - 16
Supermarket Perimeter - January 2019 - 17
Supermarket Perimeter - January 2019 - 18
Supermarket Perimeter - January 2019 - 19
Supermarket Perimeter - January 2019 - From passion to profits
Supermarket Perimeter - January 2019 - 21
Supermarket Perimeter - January 2019 - 22
Supermarket Perimeter - January 2019 - 23
Supermarket Perimeter - January 2019 - Bakery - Natural ingredients
Supermarket Perimeter - January 2019 - 25
Supermarket Perimeter - January 2019 - 26
Supermarket Perimeter - January 2019 - 27
Supermarket Perimeter - January 2019 - Pastries
Supermarket Perimeter - January 2019 - 29
Supermarket Perimeter - January 2019 - 30
Supermarket Perimeter - January 2019 - 31
Supermarket Perimeter - January 2019 - Deli - Seasonal merchandising
Supermarket Perimeter - January 2019 - 33
Supermarket Perimeter - January 2019 - 34
Supermarket Perimeter - January 2019 - 35
Supermarket Perimeter - January 2019 - Snacking cheeses
Supermarket Perimeter - January 2019 - 37
Supermarket Perimeter - January 2019 - 38
Supermarket Perimeter - January 2019 - 39
Supermarket Perimeter - January 2019 - Meat & Poultry: Dietary callouts
Supermarket Perimeter - January 2019 - 41
Supermarket Perimeter - January 2019 - 42
Supermarket Perimeter - January 2019 - 43
Supermarket Perimeter - January 2019 - Flavor enhancers
Supermarket Perimeter - January 2019 - 45
Supermarket Perimeter - January 2019 - 46
Supermarket Perimeter - January 2019 - 47
Supermarket Perimeter - January 2019 - Produce: Brand power
Supermarket Perimeter - January 2019 - 49
Supermarket Perimeter - January 2019 - 50
Supermarket Perimeter - January 2019 - 51
Supermarket Perimeter - January 2019 - Leafy greens
Supermarket Perimeter - January 2019 - 53
Supermarket Perimeter - January 2019 - 54
Supermarket Perimeter - January 2019 - 55
Supermarket Perimeter - January 2019 - Seafood: Sustainable gains
Supermarket Perimeter - January 2019 - 57
Supermarket Perimeter - January 2019 - 58
Supermarket Perimeter - January 2019 - 59
Supermarket Perimeter - January 2019 - Food safety - Equipment innovations
Supermarket Perimeter - January 2019 - 61
Supermarket Perimeter - January 2019 - 62
Supermarket Perimeter - January 2019 - 63
Supermarket Perimeter - January 2019 - 64
Supermarket Perimeter - January 2019 - FOOD SAFETY - FACILITY DESIGN
Supermarket Perimeter - January 2019 - 66
Supermarket Perimeter - January 2019 - 67
Supermarket Perimeter - January 2019 - PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
Supermarket Perimeter - January 2019 - 69
Supermarket Perimeter - January 2019 - 70
Supermarket Perimeter - January 2019 - 71
Supermarket Perimeter - January 2019 - PACKAGING - SINGLE-SERVE PACKAGING
Supermarket Perimeter - January 2019 - 73
Supermarket Perimeter - January 2019 - 74
Supermarket Perimeter - January 2019 - 75
Supermarket Perimeter - January 2019 - R&D - CLEANING AND SANITIZING
Supermarket Perimeter - January 2019 - 77
Supermarket Perimeter - January 2019 - 78
Supermarket Perimeter - January 2019 - 79
Supermarket Perimeter - January 2019 - Product Showcase
Supermarket Perimeter - January 2019 - Advertisers
Supermarket Perimeter - January 2019 - Fresh takes
Supermarket Perimeter - January 2019 - 83
Supermarket Perimeter - January 2019 - 84
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