Branding is vital for all sectors of the supply chain from wholesale to retail, according to speakers at the debut of FPJ’s Conferences series in Perth.
A strong theme emerging throughout the conference was that of branding. Jill Witheyman, marketing manager for Angus Soft Fruits, which has successfully launched its Good Natured, pesticide residue-free brand, gave an insight into the range’s popularity.
She told delegates that “we have been developing the brand tone and communications through events, social networking, point-of-sale material and our website, as well as the consumer and trade press”.
The company’s commercial director, John Gray, said: “We have interactive communications directly with our consumers, which really helps us get feedback and fine tune things such as packaging.”
Graham Wallace, managing director of market authority City Markets (Glasgow) LLP, related his experience as chairman of the World Union of Wholesale Markets to a discussion on branding wholesale markets.
He said: “There has been a lot of work done around Europe in branding wholesale markets and developing links with retailers and finding the places where they have spread the brand.
“We have thought about making it a condition of the lease for vehicles leaving the market to carry Glasgow Market branding and there are some great initiatives out there. It is something that DEFRA is interested in so we may see some work done there. It is certainly very important to get the name out there and get people engaged with the market.”
No comments yet