Dutch fresh produce importer-distributor Nature's Pride has unveiled a new brand identity for the range of fruit and vegetables it supplies to retailers across Europe.
'Eat Me' will replace the more generic 'Nature's' labels used in the past, enabling the group to distinguish its ready-to-eat products more clearly and effectively.
According to Jan Willem Verloop, the company's marketing director, the new branding has been designed specifically to be noticed and to stand out from the crowd.
'We have chosen an unconventional look that will be a real eye-catcher on shelf and that will be clearly recognisable for the consumer,' he tells Eurofruit Magazine.
As of the start of this year, the group has begun to roll out the new label on some of its key products, including ripe and ready-to-eat avocados, mangoes and papayas, as well as fresh limes and chilli peppers.
'For the mangoes, avocados and papayas we have developed individual on-product stickers and nice outer cartons,' Mr Verloop adds.
'For limes we developed a label to be attached to the well-known lime sleeve, while for chillis we developed a small carton tray with a practical 'hotness scale' on the back, so consumers can see how hot – on a scale from one to 10 – the chilli pepper is they buy.'
The branding will be extended to additional products in due course, Mr Verloop explains. 'We have created multiple print-in labels that can be used for a wide variety of exotic products, which are flow-packed at our packaging facilities.'
Established less than a decade ago by its president and chief executive officer Shawn Harris in collaboration with Norway-based Bama Trading and three colleagues, Nature's Pride has reportedly achieved double-digit growth in sales during each year since its inception.
The group now markets a carefully selected range of fresh fruits and vegetables sourced from 300 different growers worldwide, selling the produce to over 400 customers – including 35 major supermarkets – in 25 different countries.
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