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Rebranding and expansion for Innovative Fresh

New look and new Scandinavian office points to further growth for fresh produce industry monitoring experts

Rebranding and expansion for Innovative Fresh

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Quality monitoring company Innovative Fresh has undergone a major rebranding as it bids to satisfy the growing demand it sees across Europe for real-time analysis of fresh produce quality, assortment and price promotions in retail stores.

The Dutch company recently opened a new office in Sweden to work with customers in Scandinavia, and is said to have undertaken a “major growth and expansion plan” with more and more retailers apparently seeking to guarantee quality as part of the value they offer consumers.

According to UK-based agency Pink Sky, which oversaw the rebranding, Innovative Fresh realised it needed a “single, strong and comprehensive communications strategy” to move the company forward.

“This has involved a vibrant new image within its branding and website, alongside a detailed and focused marketing plan,” said Pink Sky managing director Naomi Turner.

Innovative Fresh was originally founded in 2007 by current managing director Maud Jentjens and Jelger de Vriend, who had worked previously as a buyer at Albert Heijn / Royal Ahold and also senior executive at both Chiquita Brands International and Total Produce.

Since then, the company has expanded its operations to several different markets in Europe, with the notable addition of former Eosta and Greenery UK quality expert Karin Gorree in 2012 as its quality and business development director.

“Whilst the new identity is bold and bright, reflecting the friendly and approachable nature of the company, Innovative Fresh's brand message still reflects the very personalised and confidential service that you will receive as part of its programmes,” Turner added.

Fresh produce helpline

The company has also launched a new helpline to encourage people to get in touch to discuss any problems or issues they might be experiencing with fresh products, in the hope of making itself “more accessible to the produce world”.

Innovative Fresh’s quality monitoring programme is said to enable retailers and suppliers to identify inconsistencies and issues within the supply chain, all the while backing up those items with scientific data and proposing solutions.

Its range monitoring, meanwhile, is apparently designed to offer clear and valuable insight from around 50-80 different supermarkets in Europe each week, with information tailored to individual clients.

The company also monitors promotions, enabling retailers and suppliers to see which products are on promotion each week across a large range of stores.

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