With the help of Hannes Tauber of Vog – Home of Apples, The Fresh Ideas Show explores what it takes to build successful fruit brands, and whether the fresh produce business needs to change the way it talks to consumers.
Apple shelves have become increasingly crowded with brands, but what are they actually there to achieve? And as more companies compete for shoppers’ attention, how can those brands grow consumption rather than simply take sales from one another?
In this episode of The Fresh Ideas Show, the discussion turns to the difficult business of creating a genuine connection between fruit brands and consumers – from communicating flavour, health and provenance more effectively to understanding how much sustained investment a successful consumer brand really requires.
There is also a broader challenge for fresh produce. Does the industry need to become better at explaining why people should buy its products in the first place? And what can it learn from brands, both inside and outside fresh produce, that have managed to make themselves meaningful to consumers?
This episode is brought to you by Vog – Home of Apples.
The Fresh Ideas Show is a podcast about the fruit and veg business hosted by Mike Knowles and Maura Maxwell.
Follow Mike Knowles on LinkedIn – www.linkedin.com/in/mikefruitnet
Follow Maura Maxwell on LinkedIn – www.linkedin.com/in/maurafruitnet
Part of the Fruitnet Podcast Network, the show is produced, recorded, and edited by Fruitnet Media International.
To sponsor or advertise in an episode, contact advertising@fruitnet.com
