The power of brands

It is hard to imagine a world without brands. From food to clothing they are an integral part of the marketplace and the fresh produce industry is no exception.

Take Jaffa for example. One of the oldest brands in fresh produce, it is also the most recognisable. Qualitative and quantitive research reveals an unprompted awareness of 60 per cent while prompted awareness runs at 100 per cent. Since 1923 when the first Shamouti oranges left the Israeli port of Jaffa, the name has firmly imprinted itself onto the consciousness of thousands of UK consumers who firmly believe Jaffa means oranges.

If the Jaffa brand has maintained a high awareness it has also aligned itself with a seemingly unshakeable perception of what Jaffa fruit represents. With its tremendous heritage and associations of quality, it is, says Dov Warmen, managing director of Mehadrin Tnuport Marketing (UK) (MTEX), “seen as the best you can buy”.

MTEX has strived to achieve a year-round supply of Jaffa and now has total exclusivity on bringing non-Israeli Jaffa fruit into the UK throughout the year.

“This is the second year that MTEX has supplied the UK with Jaffa-branded produce all year and it is working out well,” says Warmen. “In the first year fruit was grown in the southern hemisphere, and in the second year we complemented that with production in the northern hemisphere.”

Growers have all reached rigid protocols for production in terms of pesticide allowances, picking and packing and so far it has been a success. “There has been a huge increase in sales,” says Warmen, “and that demonstrates the power of the brand. From our experiences in the last two years I would say that demand for Jaffa is very high. The future lies with new varieties from all over the world ñ not just the original Jaffa orange (Shamouti) and we are now in the process of putting the Jaffa name on new varieties ñ which is a fantastic opportunity to raise awareness of the Jaffa brand. We're in the middle of sorting out processes and agreements.”

Since the first Cape peaches were exported in 1892, Capespan has been at the forefront of importing developments. Both Outspan and Cape are long-standing brands which, says the company's Martin Dunnett, have 70 per cent unprompted awareness. Cape is the brand name for deciduous fruit, while Outspan is used for citrus.

Historically, says Dunnett, the Capespan offer is counter-seasonal. “We have always delivered a fresh, new, seasonal offer which is seen as coming straight off the tree and onto the market,” he says. “We promote a perception of freshness and flavour and the produce has always benefited from good growing conditions. Cape apples, for example, eat very well.”

Capespan's current focus is on updating the image of the fruit and portraying its brands in a contemporary way. “Despite the loyalty of older customers, there is a clear value in promoting produce to the younger consumers of today,” Dunnett says. “Many older consumers have the Outspan and Cape brands firmly imprinted on their consciousness, thanks to the extensive television advertising campaigns that took place through the 1970s and 80s. This kind of expenditure may not be as viable as it once was, but as television becomes more sophisticated and more channels are available, we are able to reach our target audience for a lower price.”

Capespan is in the process of reviewing its brand policies for the coming year. “We value the brands in our offer but we realise they are not necessarily in harmony with the retailers who have their own-label offer,” Dunnett says. “Obviously it depends on the policies of different retailers but I do increasingly believe that they are starting to realise they can complement their own offer with brands ñ depending on the retail strategy.”

In-store promotions have played a prominent role this year, and include an Outspan pack offer. “During the Cape apple season we did significant work on promotions. With Sainsbury's we did a shipper [a stand alone unit], that ran for three to four weeks, and we've also done on-pack promotions,” he says.

Where once retailers preferred their own label they are increasingly waking up to the power of brands. “In the last three years retailers have started to recognise the value in the brand and are now supporting Jaffa, “Warmen says. “They realise if they feature the Jaffa brand at point-of-sale they will see a significant increase in sales, but this recognition is actually quite new.”

“What brands can do,” Dunnett explains, “is to provide a theme in promotions. It can be difficult for a retailer to create a difference, but with new trends in seasonality Cape and Outspan brands offer a distinct opportunity for the retailer.”

Brand owners must also do more to innovate, says Dunnett, and learn to identify the package as a whole, whether it's a Cape pouch for grapes, a specific film on citrus or even tubes of clementines. “It's certainly a challenge,” he says. “But marketeers must think of the presentation of the whole. Nonetheless, with recognition at 70 per cent, we're in an enviable position, and we'll continue to support our brands. We do believe we can maximise our brands and that's a message we need to get across at retail level and to consumers.”

Brand extension is another way of increasing brand visibility. This year the Pink Lady licence was cleared for non-alcoholic beverages, a step which will combine well with the existing licence for food products.

Similarly the Cape brand has been added onto museli bars and the company's foray into juices has made Capespan the second biggest marketer of juice drinks. “It's a fantastic success,” says Dunnet. “Our brands represent freshness and that's a nice image to go into the pre-packed sphere. Outspan Fresh is enjoying a great deal of success with its vending units and as a whole the fresh drink area represents a great opportunity.”

The Jaffa brand has also been extended and now appears on an orange-flavoured yoghurt, while Chiquita has leveraged its well-known brand with a new product that promises to deliver on quality, taste and longer freshness. A packaging system called Flavor Savor is due to be launched in the US towards the end of the year.

“Chiquita us uniquely positioned to lead the category and drive velocity and volumes for retailers under a two-pronged proposition,” says senior vice president of strategy and new business Jill Albrink. “First we have a breakthrough fresh-cut product and secondly, it will be marketed under our well-known and trusted brand. It's a terrific fit for our capabilities and a natural evolution for us.”

The combination of the Chiquita brand name and an innovative product is undoubtedly a powerful one and, says Albrink, the category is ripe for growth. “We believe we have the right product at the right time. Our product meets current trends. It's the sweet spot in meeting consumers' need for healthier foods and snacks to meet their on-the-go lifestyles,” she says.

Agrexco's Carmel brand has been around in the UK for more than 50 years and in that time has earned a respect both in its own right and for the produce it represents. Carmel was instrumental in introducing avocados and Galia melons to the UK and it is still on these two products that the Carmel name is most often seen.

In the wholesale trade and with retail buyers Carmel can command a premium due to its quality and reliability of supply. Brand leader in 52 weeks' supply of herbs, the brand inspires confidence and has carved itself substantial sales in the catering and food service sectors of the food market.

Pink Lady apples have raised their profile immeasurably in the last few years. With a target audience of young women between the ages of 22 and 24, its promotions have made a big impact on the UK market. This year marketing efforts have included Glastonbury festival and at London's Pride in the Park, while previous campaigns have seen cross-category link-ups with Mattel, producer of Barbie dolls.

While Jaffa is increasing its volumes in order to fulfil year-round supply, Pink Lady is aware of the need to maintain its exclusivity in order to retain its status as a premium product and has marketed itself accordingly. As VOG, a cooperative of growers says, who could resist an apple with such a name and such good qualities?

Above all else, brand values have to be upheld. “We are committed to our brands, we know how to market them and we've got a valuable asset that we can develop and that can complement the retailers strategy,” says Dunnett.

Warmen concludes: “The brand is precious in itself and its integrity must always be protected.”