Obstgroßmarkt Mittelbaden eG (OGM) is starting the fruit season with a new private label. Under the motto "Schwarzwaldobst" (Black Forest fruit), a young, likeable Black Forest girl wearing a Bollen hat (traditional hat from the Black Forest) made of fruit conveys the message of fresh fruit from the orchard at the foot of the Black Forest.
The campaign was launched by attaching the Schwarzwaldobst logo to the OGM hall. Size, uniqueness of the compact fruit growing region Ortenau and the variety of products make the fruit region special all over Europe, made the managing director Dr. Ulrich Dahm clear on Monday on the occasion of the opening of the strawberry season in Oberkirch.
So far the OGM is predominantly in the food retail trade and sells regional fruit in the large markets of the republic. Now one wants to open up new and further distribution channels with the private label. "This private label is an important additional building block to attract new clientele." Not only should new customers feel addressed by the regional-sounding brand, but it "should also be an important means for members to identify with their cooperative," the fruit wholesaler says.
Perceptible component of the sales campaign
So it is obvious that the cooperative is looking for a direct link with the about 30 members who run farm stores with their own products and on the other hand also deliver to the OGM. Here Dahm sees a key point for the distribution of "Schwarzwaldobst".
The members will be given appropriate advertising materials that represent the brand to the outside world and thus form a visually perceptible part of the sales campaign. In return, OGM will list the farm stores that have "Schwarzwaldobst" on sale on the wholesale market's homepage, so that consumers can find a supplier around the corner with accuracy.
Through this special product " Schwarzwaldobst" regionality and emotion towards the product works. Target group for the sales of "Schwarzwaldobst " can be also independent retailers as well as weekly market salesmen apart from the direct consumer at the conditions. The inventors are sure that the Black Forest brand has a positive ring to it, as it carries the great brand "Black Forest" within it. Indeed, OGM members also operate their orchards on the steep slopes of the Black Forest, "right next to fir and spruce trees."
OGM had presented the private label at product-specific producer events. Now it will be the task of the sales department to communicate the "Schwarzwaldobst" so that it ultimately reaches the consumer directly. The producers, for their part, work very quality-oriented and especially the older generation feels very committed to the tradition of fruit growing in the region, the fruit from blossom to harvest is ultimately also a guarantor for a unique cultural landscape.
Further expansion of the brand planned
For the future, there are further ideas and innovations to gain market access with the " Schwarzwaldobst", for example in further processed products. Initially, the Black Forest girl with the Bollen hat made of fruit will be used to promote fruit enjoyment on all media channels.
Images: OGM Obstgroßmarkt Mittelbaden eG
Further information:
OGM Obstgroßmarkt Mittelbaden eG
Konrad-Adenauer-Str. 16
77704 Oberkirch
T: +49 7802 92970
info@ogm-oberkirch.de
https://www.ogm-oberkirch.de
https://www.schwarzwaldobst.de/