Company’s focus on brand awareness in France marks pivotal shift in European fresh produce sector, according to Paris-based analyst
A Parisian finance broker says Dole’s new promotional campaign in France has important implications for Italian importer Gruppo Orsero, one of Europe’s leading fresh produce suppliers.
According to a report posted on the Borsa Italiana website on Christmas Eve, analysts at TP ICAP Midcap “see a read-across” on Orsero.
In simple terms, this means they identify similar commercial opportunities and challenges for the Italian group as a result of Dole’s decision to promote its brand in more than 800 Intermarché stores across France.
“This promotional campaign, which includes in-store displays, sales activities, and dedicated stands, transforms fruit into a branded product and marks a significant evolution for the European fresh fruit sector,” the Borsa Italiana report stated.
“With this campaign, Dole is no longer content to secure volumes: it aims to create brand loyalty, just as Zespri did with kiwifruit, and to make fruit a differentiating and image-building product.”
According to TP ICAP Midcap itself, Orsero has already adopted a similar new strategy.
“The premiumisation of its portfolio, investment in high-value fruit, and development of fresh-cut products reflect the desire to create value beyond volume, establishing the Orsero brand as a marker of differentiation and loyalty,” its analysts observed.
“Orsero is limiting its exposure to consumer fruit, preferring to focus on higher-value segments, where the brand can truly stand out.”
The broker continued: “Dole-Intermarché’s launch in France sends a clear signal: branding is becoming a lever for market conquest, even in mature markets. For Orsero, this is a challenge: competing with a global player capable of mobilising nearly 30 per cent of a major retailer’s French retail outlets.
“But it’s also an opportunity: this development reinforces Orsero’s strategy of investing in its own brand, consolidating its presence in premium fruit and developing fresh-cut products. These are all avenues that herald one of the next major steps in the sector.”
