China: Labelling equipment helps companies establish brand image

"On the current international fruit and vegetable market, brand recognition is key. Brands with a good reputation symbolize quality, and will gain the consumer's trust. Using brand labels on fruit and vegetables is the most important method of establishing a brand," according to Mr. Han Jin from the Chinese department of Sinclair International Limited.

"A label can provide many different kinds of information about the product, such as breed, manufacturing location and manufacturer. This information has different roles for different people. Based on the label, consumers can decide if they like the product, and if they would buy it again. Managers of fruit and vegetables can gain a stronger competitive position and ask a higher price to make more profit. For the past few years, more and more managers have recognized the importance of labels."

"Sinclair's automatic labelling system is ideal for labelling fruit and vegetables. It has become the most common equipment in the international fruit and vegetable trade. It holds over 90% of the international market. Compared to other labelling equipment, Sinclair's superiority lies in three points. First, its material lasts longer than the weak commonly used polythene. It does not come off easily. Furthermore, the label is made of special material for food produce. Also, the equipment is for rent, which reduces the costs of one-time investments in equipment for packaging, manufacturers and traders."