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Widmann launches new blueberry brand named 'Hey Berry'

"An attractive design contributes to instant recognition and attention"

Herbert Widmann Ltd has announced the launch of a new trade brand named 'Hey Berry'. The internationally operating berry specialist is thereby kicking off the new German blueberry season with a striking new marketing concept. The underlying goal was to 'create a sustainable brand that meets consumer demand for good and fair products while simultaneously providing genuine benefits for producers', the management of the Munich-based company confirms.

The team of Herbert Widmann Ltd at the past Fruit Logistica. On the left, CEO Hans Widmann.

Behind the private label are exclusively family-run agricultural businesses, a portion of which manage their areas according to ecological guidelines. "Local production often competes in (price) competition with berries from other countries of origin. Yet, local producers face significantly higher production costs, such as minimum wages, higher costs for operating resources, etc. Unfortunately, in regions without a pronounced sense of regional identity, it is not possible to achieve a higher price for German berries. With this new brand concept, we have compiled the most important facets for a truly sustainable product: The packaging not only avoids plastic, but also a large part of the communication takes place through the packaging. This is because the consumer can obtain direct information about the producer via a 'talking label' with QR code. The brand thus directly addresses the consumer: we or the producer directly engages in dialogue with them. We therefore offer a recognizable added value," explains Andreas Kreuzmair, authorized signatory of Herbert Widmann.

The relatively low water consumption in cultivation distinguishes the associated producer operations. Furthermore, green electricity from PV systems is used at the packing station.

The new brand also addresses the trend towards sustainable packaging. The blueberries are packed in an FSC-certified cardboard tray sealed with a cellulose net. The entire packaging is plastic-free and can be completely disposed of via the paper bin. Kreuzmair: "This is a real unique selling proposition in the berry segment and underscores the philosophy of 'Hey Berry!'. Both the tray and the net are designed in the attractive 'Hey Berry!' design, which in turn contributes to immediate recognition and attention."

Primarily, only German blueberries will be traded under the new label. In the course of time, other regions and items will be added. The basic prerequisite is that they fit the philosophy of "Hey Berry!". Currently, Widmann is presenting the brand to their existing customers and has already received very positive feedback. Further marketing actions are being planned in close coordination with the customers.

Good prospects for the upcoming harvest
The signs for this year's blueberry harvest in Germany are quite good, according to Kreuzmair. "Due to the very warm weeks in early spring, an early start to the harvest can be expected. However, it is currently still too early for a more precise outlook on the expected quantities and qualities."

Images: Herbert Widmann GmbH

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