Supermarket Perimeter - January 2019 - 49

When I came in 30plus years ago, there
were three or four
consumer-facing
brands that everyone
knew, and that was it.
The last several years,
there's been a lot more
interest in B2C."
bowls. In both categories, brands can make product
stand out, she says, by offering a "promise of what the
consumer is going to get."
Social media has "exponentially" expanded the
ability of produce brands to get their stories across to
consumers, Means says. Many brands have hired food
bloggers, for instance, to share those stories across multiple platforms.
Branding is critical in differentiating yourself from
other companies in the produce department, agrees
Jamie Strachan, CEO of Salinas, California-based grower
Growers Express, the licensee of all Green Giant Fresh
branded lettuces and mixed vegetables packed under
the label.
Fortunately, Strachan says, the Green Giant Fresh
brand has very high consumer recognition and trust that
benefits Growers Express immensely. With those benefits, though, come big responsibilities.
"As one of the strongest brands in all of CPG, we
have a responsibility to deliver consistent quality and
innovative products to consumers that have come to
trust our brand," he says. "Some of the ways we have
been successful in differentiating our brand is not only
to innovate, but to provide consistent quality and eating
experience for consumers."

Brands help turn
produce commodities
into value-added
products.

Kathy Means,
Produce Marketing Association
"We know that Fresh Cravings increases shopper baskets
by 66 percent."
Whitney characterizes Fresh Cravings as a "21st
Century brand." One aspect of that is digital: Fresh
Cravings' social media community includes more than
110,000 followers, making it three times the size of its
nearest competitor.
"That tells us that our consumers are truly
interacting with our content and sharing our
posts," he says. That feedback, he says, is essential to Fresh Cravings delivering the strongest brand message possible. "To understand
what's on their minds and what we can do
better - this, to me, is the most rewarding."
In a less high-tech way, Fresh Cravings'
packaging reflects its brand message of being a salsa
that's "as close to homemade as possible." Handwritten
chalkboard fonts give the packaging a farmers market
feel, and the packs' design allows easy visibility of the
salsas' fresh tomatoes and other vegetables.
For brands that adhere to a "traditional branding theory," branding in the fresh produce space is on
the rise, Strachan says. By traditional branding theory,
Strachan means the idea that a brand must continuously
deliver on quality and consistency.

Generating excitement, forging connections
Brands create excitement and form a connection with
consumers, and they help pull consumers into the produce department, says Jay Whitney, president of FoodStory Brands, whose Fresh Cravings salsas are marketed
in Walmart and other fresh produce departments.
"Brands also offer a unique opportunity to inspire
shoppers to buy other supporting items," Whitney says.

Branding and private label
It's tempting to assume that private-label marketing
and branded marketing are playing a zero-sum game.
www.supermarketperimeter.com

JANUARY 2019 - 49


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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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