Leading grape breeder and marketer Sun World International has launched its new brand promise, ‘Better farms. Better flavour’.
The brand promise was announced on Earth Day 2017 and builds on consumers research that showed consumers seek consistently delicious grapes grown with care for the earth.
Sun World CEO Merrill Dibble said in a company statement that the ‘Better farms. Better flavour’ promise communicates Sun World’s ability and desire to deliver just that to consumers.
“As an organisation, every decision we make will be made to keep this promise to our consumers, customers, partners and our people,” Dibble said.
The California-based fresh produce company will run events throughout the year, including a ‘Family Farm Earth Day Celebration’ and will launch new packaging to share the new brand promise.
Sun World has also set target goals for sustainability, such as solar-powered vineyards, water reclamations, bee forages and farm work safety programmes, outlined in its Sun World Sustainability Programme & Annual Report.
“The ‘Better Farms. Better Flavour’ promise will be a common thread throughout all of our global brand building efforts. When our customers carry Sun World grapes they can have confidence that they are delivering to shoppers the best in premium quality grapes, backed by a consumer centric brand position that will create loyalty and repeat sales,” Sun World marketing manager Natalie Erlendson explained.