New ways to reach consumers: How fresh produce brands stand out in a crowded market
What makes someone fall in love with an avocado? Can a pineapple become a luxury product? And why might the future of fresh produce depend as much on storytelling as on growing great fruit?
Winning consumers has never been more challenging. Quality alone is no longer enough. Today's shoppers expect brands that surprise them, products that fit their lifestyles and experiences worth sharing. For the fresh produce industry, that means rethinking not only what is grown, but also how it is presented, communicated and remembered.
In Episode 4 of Season 2 of the FRUIT LOGISTICA Podcast, Fruitnet's Tom Joyce speaks with Thierry Montange, Marketing Director Europe & Africa at Fresh Del Monte, and Vadym Kedyk, CEO of Kiss My Hass.
Together, they explore how branding, innovation and creativity are transforming the market for exotic fruit. From Disney partnerships and limited-edition products to bold brand names and new ways of engaging consumers, the conversation reveals why marketing has become a strategic tool for growth.
But the discussion goes far beyond clever campaigns. The guests explain why consistency, premium quality and sustainability remain the foundation of every successful brand, and how everyone across the supply chain shares responsibility for the consumer experience.
Can brands turn exotic fruits into everyday favourites without turning them into commodities? And what does it take to stand out in one of the world's most competitive food categories?
Listen now and find out.
This podcast episode was created in partnership with Fruitnet Media International.