Cool Comes to the Humble Produce Aisle
April 18, 2024 | 1 min to read
As investors and marketers shift focus to the agriculture sector, fruits and vegetables are undergoing a branding transformation. Unlike the typical price-competitive produce, these items now sport vibrant packaging and highlight their origins and sustainability. This trend is similar to previous revamps of products like cottage cheese and canned fish. While established brands like Dole and Chiquita remain, the everyday apple is now marketed with fresh, modern strategies.
Fruits and vegetables are the latest section of the supermarket to get a branding push as investors and marketers target the agriculture industry
First cottage cheese got a glow-up. Then canned fish and olive oil developed a new look. Now inglorious produce is getting its turn in the stylist’s chair.
A wave of branded fruits and vegetables are landing on e-commerce sites and in grocery stores across the country, using snazzy fonts and bright colors that promote their provenance and sustainable credentials. This isn’t “designer” produce with designer price tags, like Omakase Berries. It’s the everyday apple, now with a Pepsi-style marketing strategy.
Outside some enduring brands such as Dole, Chiquita and Driscoll’s, plus a newer player in Avocados From Mexico, most basic produce has usually competed on price and quality but little else.
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