Supermarket Perimeter - April 2021 - 49

The digital
revolution has
given companies like
Well-Pict more tools
to successfully build
brand loyalty.

to encourage sales, such as cross promotions, recipes, ripening
guides and other product-specific materials to help consumers better
understand how to enjoy our fresh produce. "

Digital-driven category growth
Branding in the marketing of fresh produce has become more
prevalent in recent years since companies now have the ability to
reach consumers through digital avenues like social media, bloggers
and Pinterest, said Jim Grabowski, vice president of marketing for
Watsonville, California-based berry grower-shipper Well-Pict Inc.
That's helped produce companies like Well-Pict tap into what brands
do best: connecting the company with the consumer and building
loyalty based on experiences with the product.
" Consumers look to recommendations from friends, family and
influencers. When you have a branded product, it can stand apart from
the rest, " Grabowski said.
Well-Pict strengthens those brand ties by continually building
customer loyalty and connecting with consumers through the use of its
social media channels, offering healthy and inspiring recipes to existing
loyal fans while also building relationships with newer consumers who
might have experienced the Well-Pict brand for the first time during the
pandemic, when grocery shopping and home cooking shot up.
The number of branded produce items being sold today is increasing
so much, he said, that it may not be long before branded product
accounts for nearly half of all fresh fruit and vegetable sales.
A huge reason for that growth is the support of millennials and Gen
Zers, who are more likely to eat healthy foods and also more likely to be
brand-conscious.
" Younger consumers and consumers with young families are more
apt to follow a healthier lifestyle, which includes adopting a diet that's
heavy in fruits and vegetables as well as a plant-based food regimen, "
Grabowski said. " And they're also brand-loyal shoppers. "

THINK
PINK
One of Coral Gables, Fla.based Fresh Del Monte's latest
addition to its fresh branded
portfolio is the Pinkglow
pineapple, a pineapple with a
pink interior that's unique to
Del Monte, said Pablo Rivero,
the company's vice president of
marketing for North America.
Grown in the Costa Rican
jungle, the " Jewel of the

If the foods they buy deliver on health, quality and other attributes,
they'll remember the brand and seek it out again next time they go
shopping, he added.
" Consumers want to feel a connection to the food they purchase,
and these connections can be nurtured through the use of creative
packaging to share the brand story as well as diet, recipe and
educational information with consumers. "
Well-Pict's network of independent growers throughout the California
coast and Florida allows the company to offer fresh proprietary
strawberries and raspberries year-round, another key to maximizing the
power of branding.

Jungle " (Del Monte has also
trademarked its nickname)
is juicier and sweeter than a
traditional pineapple, with
notes of candy aromatics,
Rivero said. The variety is
currently available at select
retailers in limited markets
throughout the United States,
with plans to steadily increase
distribution.

supermarketperimeter.com

" Our goal is to continue
making it widely available to
meet consumer demand, "
Rivero said. " We have holiday
pushes surrounding Easter
and Mother's Day that we're
looking forward to. "
For Mother's Day specifically, Fresh Del Monte encourages consumers to " think pink "
with the gift of a Pinkglow.

APRIL 2021 - 49


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Supermarket Perimeter - April 2021

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