For fresh produce marketing in Australia and New Zealand
Matthew Jones



New brand identity for GBF

New Zealand-based Golden Bay Fruits has a new brand identity highlighting its apples’ unique taste to Asian consumers

New brand identity for GBF

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Leading New Zealand apple grower-packer-exporter Golden Bay Fruit (GBF) has unveiled its new brand identity ‘One of a Kind’.

Already present in Vietnamese supermarkets, and soon to launched in other markets across South-East Asia, the new brand identity highlights the South Island-based company’s integrated supply chain.

“We are very focused on delivering a ‘One of a Kind’ experience to our customers when they deal with us,” says Heath Wilkins, GBF founding partner and CEO.

“Thanks to our expansion in South-East Asia with our Singapore office that opened in June 2018, as well as our new automated state-of-the-art packing facility inaugurated last month, we are determined to offer our customers the most direct source for unique quality fruit from New Zealand.”

In accordance with the brand identity, GBF’s marketing team has developed a range of point of sale materials, including sampling booths, flag liners, wobblers and a new branded retail packaging format with a cardboard retail tray pack of three to four pieces.

Changes are also happening across GBF's social media platforms (Facebook, YouTube, LinkedIn) to streamline exclusive company and brand news and videos. All accounts will display a QR code system linking users back to the GBF website.

GBF will run promotional activities in Vietnam before expanding across other South-East Asian countries next month. In-store activities will also take place for its Cherish and Miranda apple varieties.

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