In Ireland, Donnelly, one of the country’s leading fresh fruit and vegetable suppliers, was the first to introduce the premium brand to the Irish market, holding the exclusive rights to its distribution. The fruit is marketed by the Musgrave group, mostly at Centra and SuperValu supermarkets and convenience stores.
Graham McNamee, of Donnelly, explains that, “we are a company focused on offering the best possible product at the best times and ClemenGold had a top tier variety that they wanted to market. We were already looking for a suitable product, so the synergies there worked really well.”
The first trial took place last year, with successful results. Consequently, “we decided that when it was time again for the Northern Hemisphere season, we would go for it, and hopefully it will work out once again,” states Mr McNamee. The 2015 campaign has kicked off with fruit from the Moroccan company Delassus.
Mr McNamee assures that the ClemenGold brand, reserved for fruit meeting the highest standards, “is also testing a number of other varieties around the globe fitting the ClemenGold profile with the goal of extending their campaign, since at the minute it is tied to the Nadorcott season, which lasts from August to October in the Southern Hemisphere and from January to mid-March or April in the Northern Hemisphere.”
In global terms, Michelle Kruger, Brand Director at ClemenGold, affirms that volume growth has been consistent since the brand’s launch. “While South Africa is still the biggest supplier of ClemenGold, with some Australian and Peruvian fruit finding their way into the brand during the Southern Hemisphere season, Morocco and Spain are increasingly playing a role in securing shelf space for ClemenGold during the Northern Hemisphere season,” she says.
All in all, ClemenGold strives to work with partners who understand that the growth and survival of a fresh produce brand are rooted in the experience of the end customer, as well as on product differentiation. “The company has globally invested in both these brand building blocks, with a commitment from partners all along the value chain, from suppliers to retailers, which provide the backbone to a successful fresh produce brand,” concludes Michelle Kruger.
For more information:
Michelle Kruger
ClemensGold
Tel: +27 21 880 7033
info@clemengold.co.za
www.clemengold.co.za