The UK wholesale markets are a veritable cornucopia of brands, with famous names from the past sharing space with newer upstarts looking to become established in traders’ minds.
While the fresh produce aisles of supermarkets are overwhelmingly private label, at markets from Hull to Bristol and Western International to Glasgow companies have the opportunity to cement their reputation for quality by putting their produce in boxes carrying their name.
G’s Blue wholesale brand, as it’s become known, is one of the largest brands in terms of volume sales on the markets. It was born around the same time as the company itself, and takes its name from founder Guy Shropshire Sr. In its current blue incarnation, it’s been around since the 1980s, and since then it hasn’t changed apart from some modernisation in fonts and colours. G’s Blue produce is sold at New Covent Garden through an agreement with P&I Side Salads, but is supplied into all the major regional wholesale markets. “It is our mark of quality – our premium brand on the wholesale markets, although we do have others,” says marketing director Anthony Gardiner. “It’s simple, easy and identifiable.”
And for many, that’s what it’s all about – that instantly recognisable name you can trust, standing out amid the sea of competition. Across the markets, classic names such as Mack, Poupart and Total Produce are abundant, mixed in with pallets from countries and companies from all over the world.
Underlining the quality message, Mack has a Mack Premium line of avocados and bananas, with the former known for its quality, ripe-and-ready attributes and loyal customer base. “We have dipped in and out of brand concepts over the years, but I do think the direction of travel is likely to take companies further down this route,” comments Charles Rees, managing director of Mack Wholesale. “There are interesting opportunities in wholesale, in foodservice and even in parts of the retail sector where a more branded offer can help facilitate the commercial deal.”
Jonathan Olins, managing director of Poupart Imports, describes how the company’s non-supermarket sector business was built on exclusive brands from its suppliers around the world. “We have, however, created Poupart Premium this year, which we have used to market English apples and also South African grapes,” he adds. “Both have proved very successful and we plan to trial other products. We definitely make a premium for our growers having exclusivity of a top brand.”
There are other ways in which brands can stand out on the markets too. Pacific Produce, for example, has run competitions for its Gold Cup brand, offering prizes of free pallets of citrus for the best branded displays.
Having your brand out there for all to see, in the wholesale markets at least, clearly still carries huge weight and kudos.
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