The international marketing magazine for fresh produce buyers in Europe
Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Fruitbox: How to keep up with consumer trends

Europe's largest apple producer explains what brand marketers must do to stay relevant to shoppers and consumers

Fruitbox: How to keep up with consumer trends

When it comes to buying fresh fruit and vegetables, how has consumer behaviour changed in the past few months?

As marketing manager of South Tyrolean company Vog, Europe’s largest apple producer, Hannes Tauber spends much of his time researching consumer purchasing patterns in order to understand what’s going on in the market, finding out what consumers want and identifying where the next commercial opportunities might lie.

In the latest episode of Fruitnet's interview show Fruitbox, Hannes discusses how the recent coronavirus crisis has changed the way people shop and reshaped their attitudes to products like apples.

He also explains how fruit and veg brand marketers must react in order to preserve their close links with those consumers, offering some examples of what Vog has done with its own brand Marlene.

Hosted by Chris White in London, Fruitbox now attracts a big audience across the global fruit and vegetable business that tunes in twice a week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

The latest episode of Fruitbox, as well as all previous episoides, can be found on one of the following podcast services:

 

 

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