When we think about fruit, vegetables, and floral products, we do not often think about brand or the importance of brand. Well, brand matters!
Branding is more than getting consumers to select your product. It is about getting consumers to think about your product as the only option because of your credibility in the marketplace and their emotional connection with your brand.
Consumers want to do business with companies they know, and a strong brand can convey that sense familiarity. It helps people feel more at ease purchasing your product because it provides a personality for your product. It allows consumers to understand your corporate culture, your quality promise, as well as your commitments to sustainability and safety.
Branding was always vital to CPG but not so much in produce and floral products but in today’s competitive environment it may be more important than ever before.