- Teeltspecialisten Engeland
- Commercial Support Coordinator (32-40 hours)
- Quality Assurance Manager
- Sr Construction Project Manager
- China country manager
- Commercial Key Account Manager
- Agriculture Sales engineer France & European zone
- Area Sales Manager Benelux
- Cultivation specialist / Growers for Amerika
- Tissue Culture Lab / Operations Manager
Top 5 -yesterday
Top 5 -last week
- ‘EU citrus ban due to false codling moth not politically motivated’
- Something sweet out of the bitterness of a citrus season gone awry
- GLOBAL MARKET OVERVIEW GARLIC
- "We have noticed that oranges are losing ground and mandarin consumption is on the rise"
- Consumers are buying more frozen vegetables because they are a healthy cheaper option
Top 5 -last month
- Vegetable trade war between Botswana and South Africa escalates
- Europe puts a lid on organic orange production in South Africa
- Citrus exporter: Appeal to shipping lines met with “an arrogance that astonishes me”
- Faster avocado growing method developed by Israeli researchers
- New potato disease found in North Dakota and Minnesota
Creating a successful claim
These companies are very smart: creating a brand consumers are willing to pay more for, will lead them to increased profitability.
Though, creating a winning brand is by no means an easy task.
It's not a budget issue – we know that great brands can be created with small budgets too.
The real issue is that you have to know how to do it. You need to know how the brand elements work, and you need to be able to use both creativity and science (i.e. market research) to get to a differentiated and distinctive brand proposition, one that consumers may consider relevant for them.
It's very easy to make mistakes during this process.
Take a look at many brand claims as an example (a brand claim is the short, 2-3 word lines that should capture the real essence of the brand and normally follows the brand name in advertising campaigns).
Many brand claims around the world have a major pitfall: they are far too generic.
Things like "good and healthy", or "fresh and natural" – are not really brand claims.
They are generic lines that could be applied to hundreds of products and categories. They are not differentiating a brand, and are of little use in building value for it.
How to figure out when a brand claim is too generic?
You can use a simple test.
When you read a brand followed by a claim, cover the brand name with your hand.
In other words, read the claim alone.
If the claim brings your mind to the brand using it - then it works.
If the claim says something special, unique to the brand using it – then it works.
If the claim tells you in one second what the brand benefits are and why the brand is different from the rest of the world – then it works.
If the claim does nothing of the above, it does not work.
It is too generic.
This is a simple test, but can prevent brand builders from making the mistake that is made by so many companies in many product categories.
If you are interested in fresh produce marketing, download the free e-book "Introduction to marketing for fresh produce"
Pisani Produce Marketing is a training & consulting agency for the produce world. It was founded by Maurizio Pisani, former Chiquita and Fresh Del Monte executive.
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Other news in this sector:
- 2022-09-23 Citrus Growers Association mourns loss of board member Wilmot Simmons
- 2022-09-22 "Private Equity has Food & Flower sector in its sights"
- 2022-09-21 "We need to transform ourselves into managers of the supply chain, thinking beyond the commodity"
- 2022-09-21 US: Specialty crop farms have the highest labor cost as a portion of total cash expenses
- 2022-09-20 "We must get rid of the pricing 'black box'"
- 2022-09-19 Bonduelle mourns death of former chairman Bruno Bonduelle
- 2022-09-15 The Spanish Government approves more than 12 million euro in aid for fruit processing plants affected by the April frost
- 2022-09-12 Dangerous month of September for small and medium-sized agri-food companies
- 2022-09-12 UK: Call to deem food production as 'vulnerable' amid surging energy costs
- 2022-09-09 UK: New Defra farming minister appointed
- 2022-09-08 Ronald van Bilsen is the new Liquidseal sales manager
- 2022-09-08 Researchers propose new framework for regulating engineered crops
- 2022-09-08 Ranil Jayawardena is the new Defra secretary
- 2022-09-01 Australian macadamia industry appoints new CEO
- 2022-08-26 "We need a Europe-wide industry solution for uniform sustainability and climate protection standards"
- 2022-08-26 RSA Group CEO announced as new IFPA Southern Africa chairperson
- 2022-08-26 vegetablesWA welcomes appointment of new CEO Stephen Brown
- 2022-08-25 Asoex presents Iván Marambio, successor to president Ronald Bown
- 2022-08-25 Mexican fruit fly quarantine in portion of San Diego county
- 2022-08-24 "Staff shortages mean eateries can only partly recover after the pandemic"