- Packing Supervisor
- International Account Manager
- Head Grower Greenhouse Canada
- Post Entry Quarantine Facility Manager
- Economic Policy Officer Agri-Tech Kentucky
- Licensing Manager North America
- Junior Sales Executive
- Fruit Breeder/Trait Discovery Scientist
- General Manager
- Regional Sales Manager – DACH Region
Top 5 -yesterday
- Berg River farmers avoid loadshedding through pilot project with Eskom
- GLOBAL MARKET OVERVIEW BANANAS
- Results of retractable cooling roof trials with strawberries in Mexico
- Fruit Logistica magazine FreshPlaza/Primeur now available online
- “We’re reaching a point where conventional costs more than organic”
Top 5 -last week
Top 5 -last month
- El Niño will probably add to misery of SA farmers
- Avocado consumption reduces total cholesterol and Ldl C
- Criminal ‘food sellers’ are posing problems in South Africa
- "I am destroying my celery because they humiliate us offering just a few cents"
- Pomegranate grower gets off expensive chemical carousel
The most important marketing decision of your life
Though, it’s not an easy decision. It requires both strategic thinking and creativity. FCMG (Fast Moving Consumer Goods) companies spend a lot of time and money doing market research on this, and test all alternatives on consumers before deciding.
Why is it so difficult?
Think for a minute. Your brand name will have to make sense in your category, and to communicate a brand idea. Your idea, the one that will differentiate your products from others, and that you’ll always have to use in any of your marketing initiatives. Your brand name will need to be short, memorable, comprehensible, easy to pronounce, legally defensible - although not generic nor dull. It will have to communicate something to shoppers. Not to you.
There are good and bad names, in produce. Melinda incorporates the Italian world "mela" (apple) and plays on it. Chiquita has a Latin sound and naturally brings you to the banana world. Innocent communicates purity – which is what their smoothies are all about. Italian apple brands Val Venosta and La Trentina clearly say where their apples come from. These are all good names. Names that contains an idea. An idea that is relevant to who's buying, not to who is producing.
Then, you see a lot of bad names. Names that do not differentiate, or that do not say anything to shoppers. For instance, the name of the owner of the company (unless you're willing to spend millions of Euros to advertise it). Or fantasy names, totally disconnected from the category you’re in, that you’re using as they sounded nice the day you created them. Or more, brand names that are difficult to pronounced, or too generic to be recalled.
No, choosing a brand name is not an easy job. But do dedicate some time, resources and professionalism to it. A good brand name is the first step towards marketing success. In produce too.
Pisani Fresh Marketing is a consulting & marketing and commercial services agency for the produce world. It has been founded by Maurizio Pisani, former marketing Director for Chiquita and Commercial Director for Del Monte.
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Other news in this sector:
- 2023-02-02 The Government of Spain will pay 300 million euro to farmers because of increased fertilizer prices
- 2023-02-02 Onfleet welcomes Cory Woolf as chief financial officer, announces new partnership ecosystem
- 2023-02-02 "In a market with tight margins like in fresh produce, payments in local currency can make the difference"
- 2023-02-01 Tosca welcomes Dan Lee as EMEA President
- 2023-02-01 Third generation grower Scott Montague elected as Chair of Australian Fresh Produce Alliance
- 2023-01-31 Fresh produce consumption remains under pressure in Europe
- 2023-01-27 "California keeps looking for ways to raise prices, drive away more businesses and destroy growth"
- 2023-01-19 New CEO appointed for the National Fruit Show
- 2023-01-19 IFPA appoints new country manager for Southern Africa
- 2023-01-12 Spanish growers protest government plans to curb water supply for irrigation
- 2023-01-12 Germany ponders proposal to scrap VAT on fruit and vegetables
- 2023-01-09 Gabriel Avalos joins Awe Sum Organics as General Manager
- 2023-01-09 World Potato Congress Inc announces new President, VP and board director
- 2023-01-09 Westfalia Fruit Group appoints new Chief People Officer
- 2023-01-06 South Africans urged to curb water use
- 2023-01-06 Kazakhstan: Inflation exceeded 20% in 2022
- 2023-01-06 Morocco’s Foreign Minister Nasser Bourita: "EU corruption reports are ‘judicial and media harassment’"
- 2023-01-06 Son of Hortifrut’s founder appointed as new Chairman
- 2023-01-05 Life of British logistics expert Neil Cotterell remembered
- 2023-01-02 A loadshedding schedule that responds to the needs of the agri sector