The Produce Rebrand: How to Give Your Commodity a Personality
September 22, 2025 | 1 min to read
In today’s competitive marketplace, fresh produce brands must adopt distinct personalities to stand out among grocery aisles. By leveraging effective storytelling, appealing design, and strategic partnerships, even basic commodities like celery and onions can transform from mere ingredients into recognizable brands. Narratives centered on sustainability, farming practices, and consumer usage can foster a deeper connection, driving brand loyalty and enhancing visibility within the consumer landscape.
In today’s consumer landscape, brand personalities are not just for snack foods and beverages – it’s become an essential for fresh produce too! In order to stay competitive and at the forefront of shoppers’ minds, fresh produce brands need to be made visible from a lineup (which is that of the grocery story aisle)!
How might one who is selling an essential commodity like celery, onions, citrus, etc., achieve this, you ask? Through the right storytelling, design, and partnerships, even the humblest crops can stand out amongst the vast consumer products!
STORYTELLING: Moving Beyond “Commodity”
Every crop has a story to tell, whether it’s about sustainability, specific farming practices, family legacies, or even unique consumer-friendly usage ideas. Sharing these narratives can help shift shoppers’ perception from “ingredient” to “brand,” which can then generate brand loyalty and awareness.
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